By Greg Hazley
Maryland, which has opted to create a state-run health insurance exchange under the Affordable Care Act, has kicked off a competitive pitch process to guide communications and marketing for the exchange.
The Maryland Health Benefits Exchange released an RFP on Nov. 15 open through Dec. 12.
Last year, Maryland hired Weber Shandwick for a PR and advertising study, following an RFP after Gov. Martin O’Malley’s decision to create an exchange. WS produced a 159-page report with its KRC Research unit (PDF) outlining recommendations for the exchange’s PR and advertising efforts.
The exchange wants an agency to plan, develop, design and execute an integrated campaign informing and educating the public and small businesses about the endeavor and health coverage options available. Social media, PR, community outreach and PSA development are included in the scope of work.
The federal government is funding such PR efforts under a provision of the ACA.
A 23-month contract is expected to begin on Jan. 15, 2013. About $2M will be available to buy advertising time.
Firms must have a presence within 100 miles of Baltimore and experience with statewide marketing, outreach and education campaigns for healthcare programs.
Maryland’s exchange is expected to be operating by October 2013. The state claims an uninsured population of about 740K.
View the RFP (PDF). |