ROCKVILLE, MD: The Agency for Healthcare Research and Quality awarded Ogilvy PR Worldwide two contracts. The bulk of both are funded by the Recovery Act and could be worth up to $41 million over three years.
The contracts provide communications support for the healthcare agency's comparative effectiveness research.
The American Recovery and Reinvestment Act allots $1.1 billion for comparative effectiveness research, which aims to compare medical treatments and determine the benefits and harms, improve care, and reduce costs.
The goal of the contracts “is to raise awareness about patient-centered outcomes,” said Howard Holland, acting director of The Agency for Healthcare Research and Quality's office of communications and knowledge transfer.Under one contract, worth $26 million, Ogilvy will develop a publicity center to support the release of comparative effectiveness research and reports to healthcare providers and consumers.
The agency is also responsible for branding the comparative effectiveness research program and raising awareness about the federal agency's products.
The $26.4 million contract is funded by $17.9 million in Recovery Act money for the base period and nearly $8.5 million in non-Recovery Act funds is available to extend the contract for two one-year option periods.
Holland said Ogilvy offered a “persuasive package” and “a very solid, even creative way, of using new media.”
He also said that conflicts, including the work the firm does with pharmaceutical companies in other offices, were addressed during the award process.
Tasks include media outreach, social marketing, and partnership development, according to the solicitation issued in March. Other tactics include advertising, audio and video PSAs, social media outreach, and the creation of consumer, clinical, and education websites.
The second contract has a total budget of $14.5 million – $8.6 million in Recovery Act funds for the base period and $5.9 million in non-Recovery Act funds for two one-year option periods.
The work that Ogilvy will do supports the development of regional offices in New York, Atlanta, Chicago, Dallas, and Denver to develop local partnerships and promote the research and reports.