MRI centreNPI registry, September 2026

Sensible MRI LLC

1580 Heritage Blvd Ste 100, West Salem, WI 54669

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Practice-location phone (registry)

(608) 518-3410

As recorded by the organisation in NPPES, last updated 23 March 2023. Not verified by us.

Registry Record

NPI: 1588367106
Type: MRI centre
Taxonomy codes: 261QM1200X (Magnetic Resonance Imaging (MRI) clinic/center)
Practice location: 1580 Heritage Blvd Ste 100, West Salem, WI 54669
Telephone: (608) 518-3410
NPI issued: 23 March 2023 (3 years ago)
Record updated: 23 March 2023 (3 years ago)
NPI status: NPI active as reported by CMS 2026-09
Metro area: La Crosse-Onalaska, WI-MN (metropolitan area, La Crosse County)
State: Wisconsin (110 records statewide)
Same address: Smart Choice MRI la Crosse and Coulee Diagnostic Radiology INC
Map position: Census address match (rooftop level)
Snapshot: NPPES data dissemination file, 14 September 2026

What the Record Tells You

Sensible MRI LLC is an NPI registry record for an MRI centre at 1580 Heritage Blvd Ste 100 in West Salem, Wisconsin 54669. CMS issued NPI 1588367106 on 23 March 2023, and the organisation last updated its own entry on 23 March 2023. That was 3 years ago; the details are probably still current, but confirm the address when you book.

The record carries one imaging taxonomy code: Magnetic Resonance Imaging (MRI) clinic/center (261QM1200X). The MRI-specific code means the organisation registered itself as a magnetic resonance imaging centre, the strongest signal the registry gives that a scanner is on site. 2 other imaging records share this street address: Smart Choice MRI la Crosse and Coulee Diagnostic Radiology INC.

West Salem sits in the La Crosse-Onalaska, WI-MN metropolitan area (La Crosse County), which has 5 imaging-centre records on the Wisconsin side in the September 2026 file, 2 of them with the MRI code, out of 110 across Wisconsin. The nearest alternatives in the registry are Smart Choice MRI la Crosse (0.0 miles, West Salem), Coulee Diagnostic Radiology INC (0.0 miles, West Salem) and Smart Scan Medical Imaging, LLC (5.7 miles, Onalaska), with 1 more within 7.9 miles.

For a cash-pay benchmark, our Wisconsin freestanding-centre estimate is $500 to $1,350 for a typical single-region MRI. At Wisconsin hospitals the cash price is measured rather than estimated: $873 to $2,544 for a brain MRI, median $2,110, from 28 of the 42 Wisconsin hospitals whose own price files we have read, out of 64 in the state, files dated to August 2026. This centre's own prices are not in the registry: call (608) 518-3410 with the CPT code for your scan and ask for the self-pay rate, whether the radiologist's report is included, and the scanner's field strength.

Nearest Alternatives

The 4 closest imaging records to 1580 Heritage Blvd Ste 100, straight-line distance. Rows without a link are name-classified radiology organisations or records outside a metro page.

Centre	City	Distance	Type	Phone (registry)
Smart Choice MRI la Crosse	West Salem, WI	0.0 mi	MRI centre	(844) 633-3674
Coulee Diagnostic Radiology INC	West Salem, WI	0.0 mi	Radiology clinic	(608) 518-3406
Smart Scan Medical Imaging, LLC	Onalaska, WI	5.7 mi	Radiology org. (name-classified)	(847) 878-9109
Mh Imaging - la Crosse	La Crosse, WI	7.9 mi	Radiology clinic	(608) 829-8299

Where it sits

Sensible MRI LLC in amber, with the 4 nearest registry records in teal. Boundary drawn: La Crosse County outline.

Map data: OpenFreeMap, © OpenMapTiles, data from OpenStreetMap contributors. Boundaries: US Census Bureau cartographic boundary files.

Cash-Price Benchmark

Cash price for a brain MRI in Wisconsin: 28 hospitals measured

Freestanding imaging centre, estimated

$500 to $1,350

Our own estimate. No imaging operator publishes a per-state cash price.

Hospital outpatient, measured

$873 to $2,544

Median $2,110 cash against a median gross charge of $3,811, from 28 of the 42 Wisconsin hospitals whose own price files we have read, out of 64 in the state, files dated to August 2026.

Milwaukee and Madison competitive; Aurora and Froedtert large. The hospital figures are CPT 70551, brain MRI without contrast, taken from each hospital's own federal transparency file and attributed to the date that file carries. 9 more hospitals list this code at prices more than three times apart in the same file, from $79 to $1,049, so which row is the scan cannot be told from the file; they are excluded from the band and counted here. Hospitals whose file we could not read are named, not filled in (methodology).

What to ask when you call

The self-pay price for your exact CPT code (70551 brain, 72148 lumbar spine, 73221 or 73721 joint, without contrast), and whether the radiologist's report is included.
Scanner field strength (1.5T or 3T) and whether it is closed, wide-bore or open.
ACR or IAC accreditation, and who reads the images. The registry cannot tell you either.
Whether they accept an order from a telehealth referral if you have no local doctor.

Full list: cheap MRI, good MRI checklist.

Browse and compare

All 5 centres in La Crosse-Onalaska Wisconsin imaging centres Questions to ask before booking Cash-pay MRI guide Imaging centre directory

Source: NPI registry records, status as reported by CMS, September 2026 file (NPPES data dissemination file dated 14 September 2026, download.cms.gov; US federal public data, no charge). NPPES is an identifier registry, not a licence register: an NPI does not validate licensure, accreditation or that a scanner is on site. Names, addresses and phones are as self-reported to CMS and many records have not been updated for years; confirm before you travel. Coordinates: US Census Bureau geocoder, ZIP-code centroid where the address did not match (flagged). Metro areas: 2023 Census core-based statistical areas by county. Price ranges: our methodology; hospital cash prices: each hospital's federal transparency file (45 CFR 180), where parsed. No centre pays to be listed and none is endorsed. Listed here in error, or want a correction? Email questions@mriscancost.com. This page describes a registry record, not a review or recommendation of Sensible MRI LLC.