Maryland Health

The Maryland Health Benefit Exchange is looking to hire a firm to provide full-service communications and marketing services to support its health insurance marketplace.

During its first ten years of existence, the Maryland Health Connection helped to cut the state’s uninsured rate to an all-time low of 6 percent, from 14 percent or higher, where it had been for many years prior to the establishment of Obamacare.

The communications partner of The Old Line State will fill the “continued gaps in awareness and health insurance literacy, especially among groups that historically have had high uninsured rates including young adults, Blacks and Hispanics,” according to the RFP.

There also is a need to reach people in rural areas (eastern shore, south Maryland) that have higher rates of uninsured.

Maryland also wants outreach to retain enrollees by improving information such as “What to Do After You Enroll,” so consumers know how to use their policies to improve their health.

While the campaign’s core efforts will focus on enrollment of the key target audiences, it must also educate and cultivate opinion leaders, elected officials, media and the general public about the need to reduce the number of uninsured Marylanders.

Maryland plans to issue a three-year contract. There will be two additional one-year options.

Proposals are due Dec. 11 at Maryland’s e-portal.

Read the RFP (PDF).