MITA taps Powell in new push

WASHINGTON: The Medical Imaging & Technology Alliance (MITA) has hired Powell Tate for a campaign promoting the importance of medical imaging technology for both patients and lowering healthcare costs.

WASHINGTON: The Medical Imaging & Technology Alliance (MITA) has hired Powell Tate for a campaign promoting the importance of medical imaging technology for both patients and lowering healthcare costs.

The industry has been impacted by the Deficit Reduction Act of 2005, which cut some $13 billion from Medicare that had been devoted to the technology.

The association, which represents makers of CT scans, MRIs, nuclear imaging, and other types of medical imaging, said patient care and the industry itself have been adversely affected by the cuts.

One prime goal of the company's outreach is to ensure that Congress makes no further cuts to Medicare funding for medical imaging, said Eric Hoffman, Powell Tate SVP and management supervisor.

Communications will include media outreach toward health policy publications and health reporters at various major media outlets, as well as grassroots communications directed at members of Congress and its staff by association members and patients who were adversely affected by the cuts. Advertising created by Sawyer Miller Advertising, a Powell Tate affiliate, is supporting the effort.

"The importance of the integrated campaign is to educate folks on the value of medical imaging - not only that it benefits patients but also saves cost to the healthcare system," said MITA VP Andrew Whitman. "The [cuts] have not only affected our industry, but we're seeing... effects on patients."

The six-figure contract runs through June, when the Centers for Medicaid & Medicare Services makes its annual funding decisions, though Whitman said the campaign is a long-term project. Porter Novelli worked with MITA on similar outreach last year, but the work by MITA's new agency represents a "ramping up" of the effort, Whitman said.

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