Medicare Physician Fee Schedule 2026: What Healthcare Marketers Need to Know

The 2026 Medicare Physician Fee Schedule (MPFS) introduces significant changes that will impact providers—and create new opportunities for healthcare marketers. Here’s how to position your brand and campaigns for success.

1. Telehealth Flexibility = Marketing Gold

• Permanent removal of telehealth visit limits and virtual supervision rules confirm telehealth is here to stay.
• Marketing Strategy: Highlight convenience, continuity of care, and compliance benefits. Position your organization as future-ready and patient-centric.

2. Independent Practices Under Pressure

• Despite a temporary 2.5% pay increase, efficiency and budget-neutrality cuts will squeeze margins—especially for facility-based services.
• Marketing Strategy: Offer solutions that help practices thrive under tighter reimbursement. Promote cost-efficiency tools, partnership models, and technology that supports operational resilience.

3. Specialty-Specific Impact = Targeted Outreach

• Internal medicine, infectious disease, oncology, and ophthalmology face significant cuts.
• Marketing Strategy: Create specialty-focused campaigns addressing financial challenges and operational strategies. Provide resources like ROI calculators, webinars, and case studies.

4. Consolidation Trends

• Lower facility-based practice expense RVUs may accelerate hospital acquisitions of smaller practices.
• Marketing Strategy: Position your brand as a trusted partner during transitions—offering integration support, patient retention strategies, and digital engagement tools.

5. Advocacy & Thought Leadership

• AMA continues to push for inflation-linked reimbursement tied to the Medicare Economic Index.
• Marketing Strategy: Align your brand with advocacy efforts. Share educational content on policy changes and position your organization as a voice for sustainable healthcare economics.

Key Takeaways for Marketers

• Double down on telehealth messaging—patients and providers want flexibility.
• Support independent practices with solutions that address financial strain.
• Segment campaigns by specialty to speak directly to pain points.
• Leverage thought leadership to build trust and authority in a changing landscape.