First on PRNewser: Omnicom-owned (NYSE: OMC) Ketchum has been awarded a $25 million government contract to support “a comprehensive, multi-faceted campaign that fulfills the Health Information Technology for Economic and Clinical Health (HITECH) Act mandate to provide public education about the privacy and security of protected health information,” according to government documents.
Ketchum also confirmed the news to PRNewser.
The campaign’s goals include: “Increase patient and provider participation in electronic health information exchange; Educate the public about the uses of personal health information and privacy and security protections available to them…”
The effort seems to be in place to battle headlines like this opinion piece from The Wall Street Journal on March 23rd: “Your Medical Records Aren’t Secure.”
We’ve posted more details after the jump.
The purpose of this contract is to obtain technical professional services to support a comprehensive, multi-faceted campaign that fulfills the Health Information Technology for Economic and Clinical Health (HITECH) Act mandate to provide public education about the privacy and security of protected health information. The campaign will also conduct related activities for healthcare providers and the public to drive the adoption and meaningful use of health information technology (HIT).
The campaign will be jointly led by the U.S. Department of Health and Human Services’ Office of the National Coordinator for Health Information Technology (ONC) and the Office for Civil Rights (OCR), and managed on a day-to-day basis by ONC.
The campaign seeks to reach consumers, patients and health care providers to: Build approval for HIT adoption and meaningful use; Increase patient and provider participation in electronic health information exchange; Educate the public about the uses of personal health information and privacy and security protections available to them; Generate participation in HITECH programs (e.g. loans, grants, and contracts); The contractor will use a comprehensive, integrated approach to successfully communicate about privacy, security and meaningful use to target audiences in creative, meaningful ways. Activities could include, but are not limited to, targeted paid advertising, earned media support and grassroots outreach.
The list below summarizes some, but not all, of the tasks outlined in the statement of work.
Develop a comprehensive communication strategy and tactics document for the 2 year period of the campaign.
Revise and develop messages
Conduct ongoing audience segmentation, message and material testing and collection of fe dback Review of Key Program Data and Materials
Provide public relations and media support
Provide paid media support
Organize and support partnership activities, grassroots outreach, and social mobilization quarterly briefings & reports
Create communication products for ONC and OCR programmatic activities related to the campaign.
Manage HITECH speaking engagements for ONC and OCR senior leadership related to the campaign
Manage public inquiry and feedback
Maintain and develop content for Web operations
Maintain ONC internal portal for HITECH work
Create and staff HITECH exhibit
Provide regular reports on campaign activities
Identify the types of information it will capture during the course of the campaign that can be used for evaluation