Earlier this week we posted on the deal that Ogilvy PR Worldwide signed to promote the new health insurance law in the state of California.
Now we have a piece of follow-up news: The Centers for Medicare and Medicaid Services has hired Weber Shandwick to “raise awareness” about the other state-based healthcare insurance exchanges–those that will be managed by the federal government.
Here’s the lowdown: these exchanges are essentially virtual marketplaces enabling citizens to compare and choose between competing providers’ plans, and they’re one of the central components of The Affordable Care Act, which requires states to create them by January 2013. In states that do not set up exchanges by that date, the federal government will create its own “federally facilitated” exchanges by default—and these are the exchanges to be promoted by Weber Shandwick.
Here’s the challenge: To date, only 13 states and the District of Columbia have agreed to manage their own exchanges.
The future of the insurance exchange project will be interesting to say the least.