WASHINGTON: The Centers for Medicare and Medicaid Services is again teaming up with Porter Novelli to launch a multifaceted campaign that promotes the Medicare open-enrollment period.
The PR firm has received just less than $12 million to manage the effort.
The campaign will highlight healthcare benefits available as a result of the Affordable Care Act, coverage of preventative benefits, and the use of Medicare information channels for consumers and caregivers, according to a scope-of-work document obtained exclusively by PRWeek.
The Centers for Medicare and Medicaid Services, a division of the federal Department of Health and Human Services, also expects Porter to be able to support, if needed, companion outreach efforts on topics like health IT, Medicaid, and the Children's Health Insurance Program.
The open-enrollment period is from October 15 to December 7. It is crucial that consumers are aware of this timeframe because once it ends, beneficiaries cannot make changes to their Medicare plans until the following year, according to the federal agency.
The initiative will include grassroots outreach, as well as earned and targeted paid media. The strategic plan will also use tactics to identify and use new partners and community organizations at the local level that may help with enrollment.
This is the first option year of a three-year agreement signed by Porter Novelli last year, according to contract documents.
A representative from CMS confirmed that it re-hired Porter, but declined to comment further. The Omnicom Group agency deferred comment to the client through a representative.