Ketchum has picked up a $25M-plus paid and earned media pact for digital health records with two offices of the U.S. Dept. of Health and Human Services.
The campaign, including advertising and PR, is mandated by the Health Information Technology for Economic and Clinical Health, or HITECH, Act, a law signed by President Barack Obama in February 2009 supporting digital health records with $19 billion in grants and loans over four years and laying out guidelines for their use.
The contract, with HHS’ Office of the National Coordinator for Health Information Technology and the Office for Civil Rights, was available to pre-approved agencies under federal procurement rules.
Omnicom-owned Ketchum has been tapped to develop a communications strategy and tactics for a two-year campaign, in addition to PR support, media, grassroots and “social mobilization,” among other tasks.
The price tag for the campaign is capped at nearly $25.8M and supported by the federal stimulus law.
HHS’ Office for Civil Rights will manage the day-to-day work on the campaign.
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