Cardiovascular Business - November/December 2008 - (Page 26)

BUSINESS MATTERS › BY JEFFREY FINE, PHD Coronary Calcium Scoring Program Reaps Dividends Using coronary calcium scoring as part of an early coronary artery disease detection and heart attack prevention program is an effective way to enhance CT departmental revenue while positively impacting the community. oronary calcium scoring has been used for years to identify early stage coronary artery disease, dating back to electron-beam CT technology. With the recent paradigm shift toward early coronary artery disease (CAD) detection and an emphasis placed upon heart attack prevention, coronary calcium scoring becomes a cost-efﬁcient screening technique with supported clinical value. Prior to recently published coronary calcium scoring (CCS) clinical data, CCS operators relied heavily on a “direct-to-consumer” model to recruit patients. Initially, tens of thousands of dollars were spent annually on direct marketing to consumers via television, radio and print advertisements. These ads focused on the risks of CAD, the beneﬁts of early detection and the lowcost of the non-invasive CCS test. In 2006, the Screening for Heart Attack Prevention and Education (SHAPE) Task Force Report was published, which provided clinicians with data suggesting appropriate patient selection for CCS testing and how to interpret and utilize CCS test results. This landmark paper, combined with the low marginal cost of CCS testing, prompted us to develop a more clinically-driven CCS model. C patients deemed appropriate by the SHAPE guidelines. Many primary-care providers are looking for tools—geared toward early disease identiﬁcation—to better manage their patients. Self-insured employers also are receptive to CCS education as a method of providing their participants a cost-effective test to identify those at risk for major acute events. CCS can be offered to employees as a part of a wellness program or an incentive of their health plan. Table 1: Clinical Model Increases Profits 20– 18– 16– 14– Direct-to-Consumer Clinical Model Patients per day 12– 10– 8– 6– 4– Image courtesy of GE Healthcare Education is key The clinical model of CCS focuses on educating the primary-care physician and self-insured employers versus advertising direct to consumers. The educational components are guideline-based and stress the importance of early CAD identiﬁcation, appropriate patient selection and patient outcomes/patient management. The primary-care setting is ideal to reach those asymptomatic Dr. Fine is chief research and education ofﬁcer for Cardiovascular Associates, PC and dean of Cardiovascular University, both in Kingsport, Tenn. He can be reached at jﬁne@theheartcenter.net. 2– 0– Months 1 3 6 The transition from a direct-to-consumer advertising model to a clinicallydriven calcium screening scoring program not only dramatically increased volumes, but also increased proﬁts by eliminating the need for high marketing expenses. 26 Cardiovascular Business November/December 2008

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Cardiovascular Business - November/December 2008 Contents First Word Cover Story: Practice Management Software Moves Beyond Bean Counting The Death of CME as We Know It? Clinical Study Digets: Triple-Antiplatelet Therapy; Ex-Vioxx Users Beware Shockwaves Subside from the FDA's Echo Contract Warning Burning Question: Does Laser Heart Therapy for Angina Really Work? Advanced Visualization Adds New Practive Dimension Coronary Calcium Scoring Program Reaps Dividends Interventionalists Get Pumped Up About Mechanical Chest Compression Trials Force Physicians to Re-Examine Oral Anti-Diabetic Drug Protocols News & Views Calendar Reader Resources The ACC Corner

Cardiovascular Business - November/December 2008

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