Image by pasja1000 from Pixabay The CMS final rules on hospital price transparency require hospitals to offer downloadable standard charges and negotiated rates with shoppable services on their website by January 2021. The CMS mandate adds a new layer of financial complexity to hospitals. As patients potentially comparisons shop, patients could choose less expensive providers creating additional revenue shortfall for the hospital, on top of the already precarious state of hospital finances caused by the SARS-CoV-2 pandemic. But getting ready for January 2021 requires that four additional questions be asked and answered. You can't wait until January to react. By reacting, I do not mean adding the documents to your website. I am discussing preparations in responding, too, and being proactive in the marketplace. Putting up the documents on the website is simple once the internal deliberations are resolved. Now comes the hospital's marketing strategy and tactical execution- inter...