CHCF Seeks Primary Care Ad Specialist

The California HealthCare Foundation’s quality initiative division is seeking one or more agencies to launch a multimedia outreach campaign to raise public awareness about the attributes of healthcare in the state.
Sources said the budget for the California-only effort, which most likely will be spread out over five years, is at least $20-30 million.
“It is a national search,” said Stephen Robitaille, communications officer for the CHCF’s quality initiative. “However, this is a closed review. We have a list of contenders, and we’ll make a decision by April.”
CHCF sent out requests for proposals on March 8 to at least 10 agencies nationwide, sources said. Shops interested in participating must respond to the client by March 24.
The winning agency or agencies will create the “baseline and design, and implementation of the first phase” of the statewide outreach campaign, said one source.
The launch of the campaign is intended to coincide with California’s “open enrollment period for health plan choice” this fall. That program will be aimed at a broad range of ethnic groups, and is not limited to Californians of any socioeconomic, health or insurance status, sources said.
English- and Spanish-language versions of the campaign will be developed. Components will most likely include television, print, interactive, direct and public relations, sources said.
“The outreach program is designed to enhance patient decision-making about healthcare options through the distribution of quality of care information,” said Robitaille. “It’s an important issue because even though Californians have access to some of the best medical care in the world, the quality of that care on any given day is uneven, ranging from very good to very poor.”
The Oakland, Calif., foundation was founded in 1996 following the conversion of the nonprofit Blue Cross of California to a for-profit corporation, Wellpoint Network.