As the health care landscape continues to evolve, doctors find themselves navigating an increasingly complex environment – one that can make it harder for some independent physician practices to succeed.

A rebranded program from Novant Health provides administrative support for physician offices, a news release said. 

Novant recently announced that it is rebranding its ChoiceHealth operations as AXIA Physician Solutions.

With the rebranding “comes an expanded portfolio of robust services that will better help independent physician groups with resources and required infrastructure, which are necessary to successfully meet the challenges of health care reform,” the release said.

Novant has provided support to independent physicians through a membership program called ChoiceHealth, which helped doctors with managed care contracting, credentialing, strategic sourcing and other services. ChoiceHealth currently serves over 2,200 providers and will still be offered under the umbrella of AXIA Physician Solutions.

It will offer four areas of support: revenue cycle services, operations optimization, clinical and quality management solutions and virtual practice administrator.

AXIA is the Greek word for “value” – a name officials say they chose to underscore the value this new solution will bring to physicians
and their patients.

“Novant Health recognizes the toll health care reform is taking on independent physician groups, and AXIA Physician Solutions is an alternative model designed to support those physicians who value their independence and autonomy, not as only physicians but proud business owners,” Patrick Easterling, Novant Health senior vice president, said in the release.

The hospital system operates Novant Health Brunswick Medical Center. 

“The manner in which Novant Health partners with physicians in the future will be less relevant as more partnership models unveil themselves. The objective and purpose are to provide a variety of options that best fit a physician’s needs,” Easterling said.