As part of a recent contract agreement, Pittsburgh-based Highmark will drop its federal lawsuit contending University of Pittsburgh Medical Center organized a false advertising campaign against the insurer, according to a Pittsburgh Post-Gazette report.
Highmark sued UPMC in July 2011 over its "Keep Your Doctor" advertisements, claiming the ads were designed to panic Highmark subscribers by presenting the possibility of their losing access to UPMC physicians and facilities. The ad campaign was unveiled during tumultuous contract negotiations between UPMC and Highmark. For months, the organizations were unable to agree when their 10-year contract should expire.
UPMC defended the ads, saying they were accurate and socially responsible by presenting the possibility of what would happen if the contract expired.
The health system and payor recently struck accord after a year-plus hiatus in contract negotiations. Highmark subscribers now have in-network access to UPMC providers until 2015, an 18-month extension from the initial contract expiration date of June 30, 2013.
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Highmark sued UPMC in July 2011 over its "Keep Your Doctor" advertisements, claiming the ads were designed to panic Highmark subscribers by presenting the possibility of their losing access to UPMC physicians and facilities. The ad campaign was unveiled during tumultuous contract negotiations between UPMC and Highmark. For months, the organizations were unable to agree when their 10-year contract should expire.
UPMC defended the ads, saying they were accurate and socially responsible by presenting the possibility of what would happen if the contract expired.
The health system and payor recently struck accord after a year-plus hiatus in contract negotiations. Highmark subscribers now have in-network access to UPMC providers until 2015, an 18-month extension from the initial contract expiration date of June 30, 2013.
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