Just because something’s always been done a certain way doesn’t mean it should stay that way—especially when it comes to the cost of care. What if price transparency wasn’t just a buzzword, but the foundation of a radically different system for care? That’s the philosophy driving Dr. Keith Smith, managing partner and co-founder of the Surgery Center of Oklahoma (SCO). In this bold episode of Smart Medicine, Dr. Scott Sigman sits down with Dr. Smith to explore the transparent pricing model that challenged the status quo and sparked a new way forward for ambulatory surgery centers. They dive into the origins of this model, how Dr. Smith built a practice rooted in openness and accountability, and what it means for both patients and providers. From structuring the surgery center to run on a business model resembling a law firm, to leveraging technology that supports honest pricing, Dr. Smith shares how true transparency isn’t just possible, it’s profitable.