OKEMOS, Mich., July 8, 2026 – Health Management Associates (HMA), a national leader in health and human services consulting, today announced Arda Ural will serve as the firm’s chief operating officer (COO), effective July 6.

Ural is an accomplished and innovative healthcare executive with over 30 years of leadership experience. His operational expertise has led to profitable growth across the professional services and life sciences industries.

“Arda is an internationally recognized expert in the life sciences sector and has an exceptional track record of leading growth and innovation at every step of his career,” said Chuck Milligan, HMA’s chief executive officer. “We are excited to welcome Arda to HMA. I am confident his strong leadership and significant operational experience will help propel our company and our clients to solve the toughest challenges in healthcare and human services.”

“I am excited to help drive HMA’s unique mission to improve lives by helping our clients make health and human services more accessible, effective, and sustainable,” said Arda Ural, PhD.

Prior to joining HMA, Ural was the Americas Life Sciences leader at EY, accountable for strategy, consulting, M&A, technology, tax, and assurance businesses – driving significant revenue growth. Ural previously served as Accenture’s managing director of the life sciences M&A practice and before that was vice president of strategic marketing at Becton Dickinson, where he also led the Fortune 500 medtech company’s business unit. At Eyetech Pharmaceuticals Ural served as senior vice president of marketing and sales, building commercial capabilities for the biotechnology company through its initial public offering which led to its acquisition. During his 10 years in leadership roles at Pfizer he led the multi-billion dollar global launch of Viagra and managed the U.S. Celebrex franchise.

Ural will be based in HMA’s New York City office.

About Health Management Associates (HMA)
HMA is an independent, national research and consulting firm specializing in publicly funded healthcare and human services policy, programs, financing, and evaluation. We serve government, public and private providers, health systems, health plans, community-based organizations, institutional investors, foundations, and associations. With multidisciplinary consultants coast to coast, HMA’s expertise, services, and team are always within client reach.

The Centers for Medicare & Medicaid Services (CMS) released the Calendar Year (CY) 2027 Medicare Hospital Outpatient Prospective Payment System (OPPS) and Ambulatory Surgical Centers (ASC) proposed rule (CMS-1850-P), July 2, outlining policies that would take effect, if finalized, January 1, 2027. Although the proposed rule includes annual payment updates, it also offers insights into the agency’s broader policy agenda. 

CMS continues to advance several long-term priorities, including site-neutral payment reform, elimination of the inpatient only list to migrate services to lower-cost settings, and efforts to align reimbursement more closely with acquisition costs for pharmaceuticals purchased through the 340B Drug Pricing Program. CMS is refining its policies that encountered operational or legal challenges, most notably in the case of its 340B payment proposals. 

The rule also signals how CMS is preparing Medicare for the next generation of healthcare delivery. As software-based therapies, artificial intelligence, and other health technology become increasingly integrated into care delivery, the agency is laying the groundwork for payment policies that reflect evolving care models and emerging medical innovation.   

This article highlights five proposals that may have significant financial, operational, and strategic implications across the healthcare system.  

Highlights of Key Changes in the OPPS Proposed Rule 

1. CMS Intends to Cut to Reimbursement for Drugs Acquired Under the 340B Program 

Based on findings from a survey of hospital acquisition costs, CMS proposes reducing reimbursement for drugs acquired through the 340B Drug Pricing Program from Average Sales Price (ASP) plus 6 percent to ASP minus 33.4 percent beginning in CY 2027. CMS estimates the policy could reduce Medicare fee-for-service (FFS) drug spending by $4.55 billion in its first year, which would be redistributed to non-drug service payments under OPPS’s budget neutrality rules. 

The proposal would similarly reduce payment rates for 340B drugs paid under alternative methodologies, including those reimbursed using Wholesale Acquisition Cost (WAC). Vaccines, pass-through drugs, and certain non-opioid pain management products would remain exempt, as would Children’s Hospitals, Sole Community Hospitals, and PPS-exempt cancer hospitals. 

CMS also proposes applying the policy to 340B drugs administered in non-excepted off-campus provider-based departments while leaving reimbursement for non-340B drugs unchanged. 

Health Management Associates (HMA) Analysis: CMS is effectively continuing a policy discussion that has been ongoing for nearly a decade. Although prior litigation altered the agency’s approach, the proposal demonstrates CMS’s continued interest in aligning Medicare reimbursement more closely with acquisition costs for 340B drugs. The financial implications will vary significantly across hospitals depending on their reliance on 340B savings. At the same time, providers with limited 340B exposure may benefit from the budget-neutral redistribution of savings elsewhere in the OPPS payment system. 

2. Because of the 340B Payment Cuts, Hospitals Will See an Increase in the Conversion Factor Used to Set Payments for Most Non-Drug Items and Services  

CMS proposes an overall 2.4 percent payment increase in OPPS payments for CY 2027, but payment levels will vary under the rule based on major policy changes. The proposed 340B payment reduction, for instance, would trigger an 8.44 percent increase in the conversion factor for non-drug services. CMS is also proposing a conversion factor reduction of 3 percent intended to recover increased payments hospitals received for non-drug items and services as a result of CMS’s remedy related to prior 340B reimbursement cuts.i 

HMA Analysis: The proposed payment updates illustrate how interconnected Medicare payment policies have become. Organizations should look beyond the headline increase and evaluate how individual provisions interact. The proposed reduction in 340B reimbursement serves as a budget-neutral offset that increases the OPPS conversion factor, creating winners and losers across provider categories. Separately, the proposal would accelerate the pace and magnitude of legal-remedy-related rate reductions originating from the termination of an earlier iteration of the 340B payment reduction policy. Understanding this redistribution effect will be critical for forecasting organization-specific financial effects. 

3. More Proceduresare Moving to the Outpatient Setting 

CMS proposes removing 638 procedures from the Medicare Inpatient Only (IPO) list in CY 2027, representing nearly half of the remaining procedures designated as such. The proposed removals focus on less complex services across several clinical areas, including digestive, endocrine, respiratory, urinary, maternity, and other procedural categories. 

HMA Analysis: This proposal continues CMS’s long-term strategy of shifting appropriate services to outpatient settings. As the IPO list continues to shrink, hospitals will have greater flexibility to conduct procedures in the outpatient setting than in the past. At the same time, hospitals billing for certain previously IPO-listed services in inpatient settings could encounter greater scrutiny and pressure to migrate towards outpatient sites. Because many commercial coverage policies and utilization management approaches have historically relied on Medicare’s IPO framework, the proposal may accelerate broader market movement toward outpatient care, creating operational, capacity, and revenue implications for providers. 

4. Site-Neutral Payment Reform Remains a Long-Term CMS Priority

CMS proposes extending site-neutral payment policies to imaging services without contrast provided in excepted off-campus provider-based departments (PBDs). The agency notes substantial growth in the utilization and spending associated with these services over the past decade and views the proposal as a continuation of broader efforts to reduce payment differentials across sites of care. This proposal follows CMS’s recent expansion of site-neutral payment policies for drug administration services. 

HMA Analysis: The proposal reinforces that site-neutral payment reform remains a priority for CMS. Although the immediate policy targets imaging services without contrast, stakeholders should view the proposal within the context of a broader and continuing effort to reduce payment differentials between hospital outpatient departments and physician office settings. Hospitals with significant outpatient imaging capacity—particularly in off-campus PBDs—should evaluate the potential financial impact and consider how future site-neutral policies could affect other service lines. Hospitals should also anticipate incremental additions to this framework in the future, as CMS continues to scrutinize site-of-care allocations for services.  

5. A Future Framework for AI and Digital Health is in the Works, While Maintaining Existing Policies in the Short Term  

Recognizing the growing role of software and AI-enabled technologies in healthcare delivery, CMS proposes using CY 2027 as a bridge year while it develops a longer-term payment approach for technologies categorized as Software as a Medical Service (SaMS). Under the proposal, technologies currently assigned to New Technology Ambulatory Payment Classifications (NT-APCs) would generally maintain their payment assignments during CY 2027. 

HMA Analysis: Although the proposal preserves near-term payment stability, it may be one of the most consequential signals in the rule for manufacturers, digital health companies, investors, and providers adopting new technologies. CMS is exploring how software-based interventions, AI-enabled tools, and algorithm-driven services generate value and how that value should be reflected in Medicare payment policy. Future reimbursement methodologies will likely place greater emphasis on demonstrated clinical outcomes, efficiency gains, and measurable impacts on healthcare utilization. Organizations developing or deploying these technologies should view CY 2027 as an opportunity to prepare for a more mature reimbursement framework in the years ahead and to engage with CMS on preferred policy approaches. 

Looking Ahead 

The CY 2027 OPPS proposed rule provides insight into the direction of Medicare reimbursement policy, changes in Hospital Conditions of Participation (CoP) for obstetrical services, and planned revisions to the exceptions to the “four walls” requirement under the Medicaid clinic benefit for Indian Health Services/Tribal clinics, behavioral health clinics, and clinics located in rural areas. For hospitals, health systems, manufacturers, life sciences companies, digital health organizations, and investors, now is the time to assess potential impacts and evaluate strategic responses before policies are finalized. Comments on the proposed rule are due August 31, 2026. 

HMA is helping organizations understand the financial, operational, and market implications of the proposed rule through: 

• Customized financial impact modeling 
• 340B reimbursement and redistribution analyses 
• Site-neutral payment impact analyses 
• Clinical service line and specialty-specific analyses 
• Medicare and Medicaid policy scenario planning and forecasting 
• Regulatory comment strategy development 

As CMS continues to pull the thread on several long-term policy priorities, organizations that begin planning now will be better positioned to navigate the changes ahead. Contact HMA’s Medicare experts to discuss how these proposals may affect your organization and explore potential strategic responses before the final rule is released.