A Colorado dentist is calling out Humana after the insurance company denied a routine teeth cleaning claim for an elderly patient, sparking public outrage over what he calls a “significantly egregious” error.
Dr. Taylor Ross, a dentist with over 30 years of experience, runs Pueblo West Neighborhood Dental and Implants in Colorado. In December, an 83-year-old patient came in for a cleaning. Upon examining the patient, Ross and his team noticed the man was struggling to clean his teeth due to limited dexterity.
“His condition was clear, so we took pictures, performed the cleaning, and everything seemed routine. Humana, the patient’s dental insurance, had previously assured full coverage for the procedure,” Ross explained to the Chieftain.
However, the claim was denied by Humana on the grounds of “no evidence” supporting the need for the cleaning. In response, Ross took matters into his own hands. He posted the photos of the patient’s teeth on a digital billboard outside his office on U.S. Highway 50, including the name of Humana’s CEO, Bruce Bossard, along with Bossard’s 2023 earnings of $16.3 million.
“I don’t usually criticize, but this is such a flagrant mistake to deny this claim,” Ross said. “The cost for a cleaning is minimal—typically between $80 and $200—yet Humana agreed to cover 100%. It’s the foundation of what dentists do. If this denial stands, it could set the patient back much further, leading to costly procedures like root canals or implants.”
Ross noted that insurance claim denials have become more frequent due to automated processing systems that may overlook crucial details, such as x-rays or photographs, leading to automatic denials.
“With an automated system, there might not even be a human reviewing the evidence, which is why we’re seeing more of these denials. I get the need to prevent fraud, but we must find a balance between commercial interests and what’s best for patients,” Ross argued.
Ross believes the system failed his elderly patient, who struggles with limited hand mobility. He simply wanted to help the man maintain his teeth for a few more years. “He can’t properly clean his teeth, so we just want to help him keep them for another couple of years—it’s a reasonable ask,” Ross said.
The billboard has been up for three months, and Ross has vowed to keep it there until Humana pays the claim. “Over 10,000 people pass that sign daily. I’ll keep it up until this elderly man gets what he’s owed,” he said.
Ross emphasized that he isn’t personally seeking the money. Instead, he plans to donate it to Pueblo Community College’s Dental Hygiene program, where he serves on the advisory board. He wants to shed light on a broader issue affecting both patients and healthcare providers.
“Stories like this resonate with people across the country. The insurance system often uses tactics to deny, delay, and confuse, making it so hard that patients and providers just give up,” Ross explained.
Since the billboard went up, several patients have expressed frustration with similar dental and medical insurance issues. Ross believes the issue is widespread, noting that it has reached a “boiling point” for many Americans, especially in light of the controversy surrounding major insurance company executives.
For now, Dr. Ross remains resolute in his mission to get his elderly patient the care he needs, while advocating for a fairer insurance system that works for everyone.
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