Page 7 - South Florida Hospital News Nov 2021

Fundamental Reform Needed for When It Comes To Patient Care,

Medicare Physician Fee Schedule
How Worthy Is Your Brand?

As the calendar turns Here is a breakdown of
to Autumn, physicians how these proposed reduc- When it comes to brand loyalty, there are a few
are once again staring tions are being generated. which clearly rise above the others. When it
down the barrel of signif- • E/M Outpatient Codes comes to cars, it’s Tesla. Cell phones and tablets,
icant decreases in (-3.75%) Apple. Fast food, Chick-fil-A. Quick cup of cof-
Medicare reimbursement • Sequester Payment Cuts fee, Starbucks. No matter if you like, love or never
due to take effect in (-2%) have used the examples above, one common trait
January. The annual exer- • Pay-As-You-Go Pay ment they all have in common is very strong brand and
cise that was supposed to Cuts (PAYGO) (-4%) customer loyalty.
end with the elimination In addition to these cuts, There is, however, one company which has
of the Sustainable some organizations, like the their customers taking it to an even higher level.
Growth Rate, has ended American College of Radia - Harley-Davidson. This company’s customers trav-
in name only. The same BY FRASER COBBE tion Oncology (ACRO), are el from all over the country to attend rallies, get
flawed and unsustainable highlighting the implications tattoos of the company logo on their bodies and BY JAY JUFFRE
approach to setting of CMS moving forward with would never think about owning or riding on a
physician reimbursement in Medicare in clinical labor data updates in the 2022 different product. Now that is brand loyalty. You
a budget-neutral vice remains. Evidence Physician Fee Schedule which could can be sure when those two inventors in Wisconsin were messing with small
continues to mount of the dramatic cause additional cuts to certain specialties motors and bicycles a hundred plus years ago, they had no idea the cult-like
implications that this flawed approach as much as 14%. following they would eventually create – a tattoo worthy brand. Before you
has had on care delivery and provides There are many physicians that start thinking, ‘that could never happen with our organization’, think again.
justification for fundamental reform in believe Medicare reimbursement policy What would it take to have a local, regional, or national brand so good that
how our nation funds access to care for has been a major contributing cause to people simply could not live without it? Like Chick Fil A or Starbucks, people
Medicare beneficiaries. the continued elimination of the private would be willing to drive a little farther and wait a little longer just to experi-
Since the release of the draft Physician practice of medicine as many physicians ence the best.
Fee Schedule (PFS) over the summer, have shifted to employment with hospi- How deep does your team’s loyalty run? How loyal are your customers /
organized medicine has been unified in tals, health systems, and the corporate patients to your “brand” You may not have staff and visitors running out and
seeking relief from the Centers for practice of medicine. While there are getting tattoos on their biceps right away, but what might it take to come close.
Medicare & Medicaid Services (CMS) many factors physicians consider when Sit down with your leadership team and simply ask, ‘what would it take to be
and from Congress on the devastating deciding where to practice, there can be the brand that people simply could not live without and what can we start
impact these cuts will have. The pro- no question that declining reimburse- doing today to help get us there?’ After they figure out you are serious, it will
posed cuts, ranging from 10% to 20% ment and uncertainty continue to add be worth a discussion or two.
depending on the specialty, would be pressure to private practice medicine.
drastic in any year. They are even more While immediate action from Jay Juffre is Executive Vice President, ImageFIRST. For more information on
devasting this year given the multi-fac- Congress to prevent the proposed cuts ImageFIRST, call 1-800-932-7472 or visit www.imagefirst.com.
torial impact of the COVID-19 pandem- in 2022 is critically important and once
ic on physician practice which includes: again likely, it is time for CMS and
increased practice expenses to protect Congress to have a broader discussion
patients and staff; the shutdown of elec- on the fundamental flaws in the physi-
tive procedures; inflationary impact on cian fee schedule policy and make
the cost of supplies; and workforce reforms that will support access to care
shortages that are driving up employ- for Medicare beneficiaries in the com-
ment costs. Simply put, the clock is tick- munity setting. E-mail Your Editorial Submissions to
ing on Congress to act to save access to editorial@southfloridahospitalnews.com
community-based care for Medicare Fraser Cobbe, Executive Director, Dade
beneficiaries. County Medical Association, can be
Where are the cuts coming from? reached at fcobbe@miamimed.com.

A message from our President: A Month for Thanksgiving

own health and the health of others and continue to wear
While the last couple of years have been challenging, November is the month to say, masks in public situations and to attempt to remain social-
“Thanks.” ly distanced and to use good hand hygiene.
We have many things for which we can be thankful. That the vaccines to prevent We also can be thankful for our statesman politicians
or lessen the symptoms of COVID-19 were developed in record time using production who continue to use their positions to advocate for what
processes already developed in the creation of other previous vaccines. is best for Americans; their continuing efforts to cut
We can be thankful for not only the success in creating these COVID-19 vaccines, through the political rhetoric and to talk about the science
but their subsequent effectiveness and overall safety. Now, similar to flu vaccines, we of vaccinations.
know that COVID-19 vaccines effectiveness wanes with time and annual booster I am thankful that I am allowed the opportunity to take
injections might be in our future (as it has been for flu vaccines for many, many advantage of science by getting my annual flu vaccine
years). (already done) and, as of one week ago, to take my booster
We can be thankful to the scientists who have worked tirelessly to develop other dose of the Moderna vaccine to help keep me safe. I have
drugs now used to lessen the symptoms of COVID-19. Drug infusions and now pill a granddaughter and a grandson on the way and I need to BY JAIME CALDWELL
regimens that have saved countless people who have contracted COVID-19. be there for them! It is my responsibility to stay healthy.
We can be thankful for the men and women who went to work in hospitals, clinics, While this is a month of thanksgiving, I am also aware that almost 740,000
doctors’ offices, and pharmacies despite the risk to themselves and their families. Americans have lost their lives to this pandemic and for them I feel sadness. We can-
We can be thankful for the healthcare professionals and average Americans who not get them back and we also cannot fill the holes left in the hearts and minds of their
used their positions to advocate for the use of COVID-19 vaccines despite the threats children, grandchildren, wives, husbands, and parents.
and vile comments they received. Please, help me be thankful and let us try and end preventable deaths. Vaccines have
We can be thankful for those medical professionals who put off retirement to meet been with us for a long time, and they have dramatically reduced the numbers of
the challenges of the last two years. childhood deaths to formerly common and now not too common diseases. Reach out
We can be thankful for the Americans who continue to be thoughtful about their and ask your doctor for advice…be thankful you did.

South Florida Hospital News southfloridahospitalnews.com November 2021 7