Unique alliance demonstrates continued focus on changing the healthcare value model

Appleton, WI – Smart Choice MRI, an independent MRI provider with locations across the Midwest, has entered into a partnership with NOVO Health, an Appleton-based organization representing independent healthcare groups. Both organizations are aligned in their mission to bring low cost, high-quality solutions to consumers and self-insured employers and will collaborate to bring even more value-based care options to the region.

“We are excited to partner with NOVO Health as our principles fully align,” said Rick Anderson, chairman and chief executive officer of Smart Choice MRI. “Both organizations agree the optimal care model is one that brings together exceptional quality and patient experience with a value-based pricing structure.”

The groups are working collaboratively to include Smart Choice MRI in the NOVO Health bundled payment program for MRI imaging services. NOVO Health offers bundled, transparent prices for a large number of services ranging from ACL repair to lumbar fusion. Smart Choice MRI is an important partner to help reduce the cost of imaging as the company charges thousands less than most other local MRI providers.

“Smart Choice MRI has a long history of working with self-insured employers to help lower the cost of care,” said Curt Kubiak, founder and chief executive officer of NOVO Health. “By joining forces, we can have a significant impact on healthcare costs for self-insured organizations across Wisconsin.”

Smart Choice MRI utilizes GE 1.5T technology and Cleveland Clinic subspecialized radiology, and NOVO aligned physicians are some of the top providers in the area. Both companies have a dedicated focus on the patient experience.

“Both NOVO Health and Smart Choice MRI know the future of healthcare is putting more power in the hands of consumers and organizations,” said Anderson, “and we are exploring joint expansion opportunities to bring our value-based model to new markets. Rarely do you find a partner that is perfectly aligned, and I am excited to see the impact we can have together.”


Smart Choice MRI is the first MRI provider in the country to offer high-quality magnetic resonance imaging to every patient for an all-inclusive fee of $600 or less, which includes the cost of the scan as well as its interpretation by top radiologists. Smart Choice MRI is accredited by the American College of Radiology and is in network for most major insurers, including United Health Care, Anthem, and Humana. Founded in Wisconsin, Smart Choice MRI recently moved its headquarters to Chicago. It currently has 15 locations in Illinois, Wisconsin, and Minnesota and will be expanding regionally and nationally over the next several years.

NOVO Health represents board-certified independent physicians and accredited facilities that offer specialty healthcare solutions. Founded in 2013, NOVO Health adheres to high standards for quality, cost, and patient experience and partners with payers, coalitions, providers, and self-insured employers to reduce medical spend.