Anthem's New Outpatient Imaging Policy Brings Challenges, Opportunities for Healthcare Marketers

September 13, 2017 Tiffany Parnell, Senior Copywriter

Anthem BlueCross BlueShield recently announced it will no longer pay for fully insured members to receive certain outpatient imaging services in a hospital setting. For healthcare marketers, the move further underscores the growing need for marketing analytics and targeted communications.

The Anthem policy change affects reimbursement for outpatient, hospital-based magnetic resonance imaging (MRI) and computed tomography (CT) scans. The change recently took effect in Indiana, Kentucky, Missouri, Wisconsin, Colorado, Georgia, Nevada, New York, and Ohio, and by March 2018, the policy will be in effect in all states that do business with Anthem—with the exception of New Hampshire—according to a Modern Healthcare article.

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