COLUMBUS, Ohio (COLUMBUS BUSINESS FIRST) — The name PriorAuthNow is consigned to the past.

The fast-growing health IT startup has rebranded to reflect its broader mission of bringing about “intelligent collaboration” between healthcare providers and insurers, CEO Joe Anstine said.

Meet Rhyme.

“PriorAuthNow is a very functional name. It got us some deals early on,” Anstine told Columbus Business First. “It was also very limiting.

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