November 1, 2008 Diagnostic Imaging. Vol. 30 No. 11 Prior authorization takes command Meet imaging's new decision makers During tens of thousands of patient consultations every day, physicians make bad decisions about ordering diagnostic imaging. They may prescribe brain MRI because it is faster to write an order than to conduct a routine neurological exam. They may call for an abdominal CT without realizing that diagnostic ultrasound is cheaper and equally effective. They may give in to a patient's pestering for a shoulder MR prescription because of advice drawn from the Internet. They may ask for imaging to protect themselves against malpractice, or maybe they churn out orders because they own the equipment. "You've got a multitude of factors," said Don Ryan, CEO of CareCore National, a radiology management company. "Some of it is consumer demand. Some of it is marketing. Some of it involves physician financial incentives. Some of it is just a lack of careful consideration about the potential value of a study."
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