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June 15, 2006    Volume 1, Number 7 << back to Imaging Center Institute
 
 

Imaging’s Long Hot Summer Begins…
By Curtis Kauffman-Pickelle

There are impressive signs that outpatient imaging is beginning to coalesce in a real sense, moving from its initial stunned reaction to the DRA to a planned and coordinated sense of urgency that is reflective of a grown-up industry. Within the span of a recent one week period, the ACR and the NCQDIS both brought their activist constituents to Washington, D.C. in a well organized effort to gain legislative support for either repeal or a rollback of the 2007 implementation date. And it appears that the efforts gained some traction.

 
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Buying Time: Chances for DRA Reversal Grow Slim,
but Moratorium Might Fly

Those hoping for a repeal of cuts to diagnostic imaging contained in the Deficit Reduction Act (DRA) may have to drastically lower their expectations for 2006 was the word coming out of both the American College of Radiology (ACR) Annual Meeting and Chapter Leadership Conference and the National Coalition for Quality Diagnostic Imaging Services (NCQDIS) Member’s Conference. Both conferences, held just 2 weeks apart, drew large contingents to Washington, DC, to lobby against the cuts, particularly the provision in the DRA to reduce the technical component for diagnostic imaging services to the lower of either the reimbursement under the Medicare Physician Fee Schedule (MPFS) or the Hospital Outpatient Prospective Payment System (HOPPS).

READ THE FULL STORY IN LEGISLATIVE REPORT >>

 
Marketing Your Practice
While marketing is integral to the success of any business, marketing an imaging center is about to become even more important, W. Kenneth Davis, Jr, JD, partner, Katten Muchin Rosenman LLO, Chicago, told those attending Most Frequently Asked Legal Questions About Marketing Your Practice, presented during the Radiology Business Management Association (RBMA) 2006 Radiology Summit in Miami.
 
  “Marketing of the technical component with the objective of growing the revenue line is about to become even more important as a result of the reductions in Medicare reimbursement coming for 2007.”  
  —W. Kenneth Davis, Jr, JD, partner, Katten Muchin  
 
Davis advised attendees to be very mindful of the $300 per physician limit on the Stark Law exception for non-monetary compensation and track very carefully what is spent. If, for instance, you take lunch to a referrer’s office, the cost must be divided by the number of physicians in the practice, and that does not include support staff. “If you really want to be conservative,” noted Davis, “only divide it by the two docs that are there that day.”

The following conditions must be met for the non-monetary compensation up to $300, Davis said:

the compensation is not determined in any manner that takes into account the volume or value of referrals or other business generated by the referring physician
 
the compensation may not be solicited by the physician or anyone employed by the physician
 
the compensation does not violate the anti-kickback statute.
 

Davis emphasized that the first condition is particularly important to satisfy with respect to that and two-other commonly employed Stark exceptions: the exception for Fair Market Value compensation and the exception for
Professional Courtesy. If the provider is perceived as offering these opportunities only to the top referrers, this could be perceived as a violation of Stark. “If you are doing marketing, I strongly recommend that you do it across all payor classes,” Davis advised.

READ MORE ON MARKETING
Providence, RI: Academics Get Smart
http://www.imagingeconomics.com/library/200506-01.asp
Understanding the Role of the Physician Liaison http://www.imagingeconomics.com/library/200403-11.asp
Core Strategies: Marketing to Referring Physicians
http://www.imagingeconomics.com/library/200410-12.asp
Powerful, Purpose-Driven Breast-Center Marketing http://www.imagingeconomics.com/library/200310-19.asp
 
Is Arranging for Pre-Certs a Kickback?

Is Arranging for Pre-Certs a Kickback?
As imaging centers get increasingly savvy about managing payor denials, many have begun to actively seek pre-certification for their patients, a task normally performed—albeit not very diligently—by the referring physician. The above question arose many times during the RBMA 2006 Radiology Summit from attendees who wondered if proactive efforts to ensure pre-certification could
be construed as an inducement for referrals instead.

During a talk entitled Managing Payor Restrictions Christie D. James, billing manager for Massachusetts General Physicians Organization, Boston, reported that more than seven MGPO payors require pre-certification for advanced imaging studies, and more than half of the outpatient volume requires pre-certification. MGPO added 5 FTEs and a centralized pre-certification to manage the process for hospital, global, and professional billing. When the question arose during James’ talk, she explained that the MGPO had pre-arranged with payors to perform pre-certs.

The question rose again following W. Kenneth Davis, Jr, JD’s talk, Most Frequently Asked Legal Questions About Marketing Your Practice. When an attendee reported that a payor (Aetna) considered their efforts to acquire pre-certification for providers “an unfair inducement for referrals,” Davis replied that what private payors ask for is largely based on their contracts with the provider, and if that contract specifies that the pre-certification function must be discharged by referring physicians, then it could be considered a breach of contract if the radiology provider obtains the pre-certification. When it comes to Medicare, Davis does not believe the practice can be construed as is an inducement for referral, with the following provisions: “We do not believe it is illegal for radiology groups to provide pre-certification to all clients as long as you do it across the board and that you can demonstrate you have unique qualifications to do that and that in effect it has been part of the technical component to do this.”

READ MORE
Radiology Group of Abington: The Quest to End Denials
http://www.imagingeconomics.com/library/200605-01.asp

 
 
  2005 Imaging Center Performance Survey Available  
  The latest Imaging Center Performance Survey is now available from the Radiology Business Management Association. The report includes such benchmarks as procedure productivity by modality, expenses per RVU and CPT, and revenue per CPT and RVU.
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  The Advisory Board Creates Imaging Group  
  The Advisory Board has created the Imaging Performance Partnership, to conduct research on imaging investment decisions, strategy and best practices implementation for its member providers.
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  Contribute Cost Data to ACR Now  
  Imaging providers can discover the anticipated impact of the DRA on revenue as well as contribute to the American College of Radiology effort to collect data on the legislation’s impact by filling in their data at the college’s web site.
READ MORE
 
     
     
  JULY 10-14  
  Radiation Safety Officer's Course  
  Sponsored by the University of Texas Health Science Center-CME
San Antonio, TX
REGISTER HERE >>
 
     
  JULY 30-AUGUST 3  
  AHRA 2006 Annual Meeting & Exposition  
  Sponsored by the American Healthcare Radiology Administrators
Las Vegas, NV
REGISTER HERE >>
 
     
  AUGUST 24-26  
  Pay for Performance: Translating Quality into Economics Success  
  Pay for Performance: Translating Quality into Economics Success
Sponsored by the American College of Radiology
Sun Valley, ID
INFORMATION
 
     
  SAVE THE DATE  
  Developing and Growing a Diagnostic Imaging Center  
  Sponsored by the Radiology Consulting Group in association with Imaging Center Institute, Imaging Economics, Medical Imaging, and Practice Builders
September 14 and 15
Las Vegas, NV
Registration information:
(617) 726-7964
info@thercg.com
 
     
  Philips Enhances PET/CT Software  
  Royal Philips Electronics JETStream Workspace version 3.0 offers new workflow and image display enhancements and upgraded clinical applications for cardiac, bone, renal, salivary and brain imaging.
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  Fuji Closes in on CR Mammography  
  FUJIFILM Medical Systems USA has received an approvable letter from the US Food and Drug Administration (FDA) for Fuji's computed radiography for mammography (FCRm), indicating that the PAM has been reviewed and is approvable.
READ MORE>>
 
     
  AMICAS to Build Dashboard  
  AMICAS is developing a business intelligence tool called Insight Dashboard that will consolidate information from financial/billing systems and RIS/PACS to provide a comprehensive and graphic representation of an organization’s imaging business built on a single database for fourth quarter release.
READ MORE>>
 
     
   
     
     
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