CMS proposes RPM/RTM overhaul.
Is marketing ready to re-write the value prop?
CMS just proposed a major overhaul of how remote patient and therapeutic monitoring (RPM/RTM) get reimbursed.
And we think there’s a marketing warning hiding inside the billing news.
Under the proposed rule, RPM and RTM would require an established patient relationship and a separate, billable visit — in person or telehealth — before monitoring can even start. Billable monitoring work would need to come from staff directly employed by the billing practice, not a vendor’s clinical team. And CMS is considering collapsing 17 separate billing codes into just 4 bundled monthly codes, with new cost assumptions that push reimbursement for setup and device supply down.
Obviously, Market Access teams need to be all over this.
But marketers should be paying attention, too.
Because a lot of what’s in market right now — sales decks, ROI calculators, onboarding pitches — assumes today’s rules: ship the device, enroll the patient remotely, bill each component separately. If this rule finalizes as proposed, several of those assumptions stop being true on January 1, 2027.
So here’s the question we would be asking:
Is your value prop ready to be rewritten before they finish reading the final rule?
(Comments on the proposed rule closed September 14 — but the final rule typically lands around early November. Worth watching.)