Effective Sept. 1, the 17 members of the Wisconsin Association of Health Plans have agreed to provide estimates of out-of-pocket costs in advance of medical services to enrollees who request them. The group said the information will help consumers evaluate health care options and make more informed decisions. Wisconsin Hospital Association President Steve Brenton called the action “an important step in advancing health care transparency.” He said, “Wisconsin hospitals have been strong advocates of transparency, and have been instrumental in helping consumers better understand health care prices. But we understand that the best source for insured individuals of what their out-of-pocket expenses are likely to be is their insurance companies.” The agreement exceeds state requirements, which call for health plans to provide on request their coverage terms and estimates of what they will pay for a specific service from a specific provider.