CMS335 Learning Objective 4:

Design creative solutions
to a variety of advertising problems and contexts

Advanced Radiology Imaging Guides (2017)

Accurate coding is critical to radiology imaging, clinical diagnosis, and patient billing. Inaccurate coding risks patient health and the relationship between referring physicians and radiologists. My solution to these challenges was the creation of the Advanced Radiology Imaging Guides.

To mitigate these risks, maintain healthy relationships, and establish an ongoing presence in our referring physicians’ offices, Advanced Radiology developed our Clinical Decision Guides. Working with our Practice Liaisons, IT Director, and Revenue Cycle Manager, I was able to compile lists of the most frequently prescribed imaging series in each of the three major modalities (MRI, CT, Ultrasound). For each exam, I included the most common reason, whether or not the exam required contrast, and the correct code for that specific exam. Each modality was represented by a multi-page document, laminated and bound on a metal ring, and delivered in-person by our Practice Liaisons. 

The result was both a valuable informational reference and a key promotional tool. These guides provide referring physicians with a quick reference for choosing the most appropriate Current Procedural Terminology (CPT) code when writing prescriptions for medical imaging, and at the same time allow Advanced Radiology to remain top-of-mind among their referring physicians.

Click each of the images to view a PDF of the guide.

Advanced Radiology
Clinical Decision Support Newsletter (2019)

During the early 2010s, the Centers for Medicare and Medicaid Services (CMS) proposed a requirement that all Medicare Part B advanced diagnostic imaging requests carry a code signifying that the ordering medical professional consulted a qualified Clinical Decision Support (CDS) mechanism. This digital application was meant to prevent providers from either over-prescribing or prescribing unnecessary imaging. The requirement was to take effect in January 1, 2020.

Informal surveys conducted by my Practice Liaisons indicated that a significant majority of our referring providers had little to no awareness of the change. Recognizing that any provider abrasion in the prescribing process, whether caused by our organization or not, would result in providers’ frustration being directed at our call center, I proposed a newsletter series delivering comprehensive information about CDS monthly to our entire group of referring providers - approximately 7,000 at the time.

The newsletters would offer our providers:

  • A description of CDS and the timeline for its implementation

  • The benefits of incorporating CDS ito their referral pricess

  • Guidance on how access and use the free online CDS application

  • Instructions on obtaining a more robust CDS application of their own

  • Recommendations for implementing CDS into their practice

  • Thoughts on involving patients in the imaging referral process

As a department of one, I used Adobe Creative Suite applications to accomplish all copywriting, design, and layout. Each month’s newsletter was digitally printed, then delivered either by first-class mail or by our Practice Liaisons during site visits.

The final issue of this newsletter included a survey insert to measure provider awareness of CDS. and indicated that awareness had increased significantly. However, CMS postponed the requirement for use of CDS in late 2019. Following the COVID pandemic, CMS then postponed CDS requirements indefinitely.

Click each of the issues to view the PDF.