Advertising, fee setting, and billing practices
Advertising
New Jersey requires chiropractic advertising to be truthful, not misleading, and free of guarantees of cure. Ads may state services and fees but must not use inflated claims, unverifiable superlatives, or patient testimonials implying typical results. Identify yourself accurately as a chiropractor or D.C.; do not imply medical licensure. Keep copies of advertisements and be ready to substantiate claims.
Fees and billing
- You may set your own fees and advertise them, but you may not agree with competitors to fix prices.
- Fee-splitting with unlicensed referral sources is prohibited; paying for patient referrals is patient brokering.
- Bills and insurance claims must reflect services actually rendered, with accurate dates, codes, and documentation.
- Discounts and free offers must not be conditioned on buying unnecessary care or on insurance billing that misstates the service.
- Patients should receive clear financial information before care begins.
Worked example
An office advertises "Free exam and X-rays" but bills insurers for a comprehensive examination and a two-view study. Correct analysis: this misrepresents the service to payers and is a misleading advertisement even if the patient pays nothing. The inducement and the claim must match; billing for services not provided as represented is fraud.
Traps
- Advertising "painless" or "permanent" results.
- Routinely waiving copays and then billing insurers the full fee.
- Billing for a service performed by an unlicensed assistant.
- Using another provider's license number or National Provider Identifier.