Bracco Diagnostics engages SMM for Virtual Colonoscopy Initiative

SMITHTOWN, N.Y., June 2010 — Virtual Colonoscopy — also referred to as CT Colonography — is a minimally invasive of screening procedure for colorectal cancer and pre-cancerous polyps. Shown to be equivalent to optical colonoscopy, it is faster and requires no sedation or recovery period. While lack of insurance reimbursement has been a major barrier to the widespread adoption of this technology, many states now require coverage and several large insurance carriers have begun covering it nationally. Medicare will also cover the procedure in certain cases.

Bracco Diagnostics, Inc., of Princeton, NJ, manufactures products for virtual colonoscopy, and engaged SMM to develop a program to educate and increase awareness among radiologists and radiology practices regarding reimbursement issues and legislation. Central to the program recommended by SMM is a free-standing website that provides information, links, and tools that radiologists may use in securing reimbursement for their patients’ Virtual colonoscopy procedures. Radiologists are encouraged to visit and use the site through email blasts, online banner advertising, and a direct mail program that employs variable printing to address the specific legislated reimbursement mandates of each state. The program is expected to launch in the summer of 2010.


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