This is where you HAVE to verify benefits carefully. More and more insurance companies are carving out massage benefits. You'll probably ALWAYS have to have the referring doctor's info, and it's important that you talk about UNITS with the therapists. You can bill (for example) a one hour massage at $100, 1 unit, Blue Shield (here) pays a little over $25 per unit cascading down for the extra units. If you bill 4 units @ $25 per unit (still $100) you get paid around $70. Aetna only allows 3 units but pays more than $25 per unit, and doesn't cascade. Blue Cross pays $9.17 per unit (some policies ONLY allow 1 unit, period). So it's really important to check benefits and allowables and if the patient's policy has restrictions, either limit the treatment or the patient agrees to pay the difference.
Since we do 30 minute and 60 minute massage, we have always broken it down in units. If the doctor does active release on one area, that's one unit. And we would only bill one unit for that.
Most therapists in our area won't even bill insurance because it's too complicated. When it's done in the doctor's office it's easier.