Porter picked by HHS to conduct $20m campaign

WASHINGTON: The Centers for Medicare and Medicaid Services has selected Porter Novelli to launch a national multimedia education campaign mandated by the Affordable Care Act.

WASHINGTON: The Centers for Medicare and Medicaid Services has selected Porter Novelli to launch a national multimedia education campaign mandated by the Affordable Care Act.

The contract is worth $20 million. The organization selected the firm after an RFP process that included Weber Shandwick and Fleishman-Hillard.

“The campaign will inform the American people about the many preventive benefits now available to those with Medicare, Medicaid, and private health insurance as a result of the Affordable Care Act,” a representative from the Department of Health & Human Services said.

Section 4004 of the Affordable Care Act mandated the campaign. It asks the HHS secretary to fund the planning and implementation of “a public-private partnership for a prevention and health-promotion outreach and education campaign to raise public awareness of health improvement across the lifespan.”

The campaign is expected to describe the importance of using preventative services to promote wellness, reduce health disparities, and mitigate chronic disease, according to HHS. Porter's campaign will also encourage consumers to request wellness visits, cancer screenings, and well baby visits. The effort will use media outreach and social media as well as TV, print, radio, and online advertising.

A Porter representative did not return a request for comment.

The award comes as the Supreme Court deliberates if all or part of the Affordable Care Act should be overturned.


On a related note, CMS is also reviewing proposals for a national multimedia education campaign to promote electronic health records and other forms of health information technology, according to a solicitation notice.

The campaign will target eligible healthcare providers and educate them on the importance of health IT and “how it leads to a more efficient and transparent health system through lower costs and increased quality, encouraging registration and successful attestation in the program to avoid payment adjustments in the incentives,” according to the notice.

The campaign will also educate various state associations to assure each has the information needed to promote an incentive program for Medicaid providers established under the Health Information Technology for Economic and Clinical Health Act.

The Centers for Medicare and Medicaid Services previously worked with Porter to promote Medicare open enrollment.

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