As reported by BNA, on March 9, the Centers for Medicare & Medicaid Services released a final rule on DME supplier marketing that removes a definition of “direct solicitation” of Medicare beneficiaries that the agency said was not feasible.
CMS said that its definition of direct solicitation “was criticized as being overly broad as it covered some types of marketing activity outside the bounds of what we intended to prohibit under our regulations.”
The new rule also allows DMEPOS suppliers—including DMEPOS competitive bidding program contract suppliers—to contract with licensed agents to provide such supplies, unless prohibited by state law.
CMS also said that its final rule removes the requirement for compliance with local zoning laws and modifies certain state licensure requirement exceptions.
Previously, on Aug. 27, 2010, CMS published a final rule regarding DMEPOS supplier standards, which became effective on Sept. 27, 2010. Under that final rule, suppliers were banned from making direct contact with Medicare beneficiaries unless they received direct permission from the beneficiary, are contacting them to schedule delivery of an item, or have provided an item within a 15-month period.
In the new final rule, CMS said that before the August 2010 rule, the definition of direct solicitation “was generally limited to telephonic contact. The August 27, 2010 final rule expanded the scope of this provision to include in-person contacts, e-mail, and instant messaging. Since publication of the August 27, 2010 final rule, we discovered that implementation of the expanded portions of this provision as written was unfeasible.”
The rule (CMS-6036-F2) was published in the March 14 Federal Register (77 Fed. Reg. 14,989). it has an effective date of April 13.



