Australian Digital Health Agency reveals My Health Record marketing spend details

The Australian Digital Health Agency (ADHA), the government department charged with implementing the Federal government’s My Health Record, has revealed its marketing plans.

However, the government department is remaining quiet on which media and creative agencies have been involved in developing the campaign valued at $114m.

The My Health Record project has been plagued with data privacy concerns from Australians who weren’t aware an online summary of their healthcare information already existed.

After facing widespread criticism for the way it communicated the scheme’s rollout, ADHA recently released a rebuttal to a story in the Adelaide Advertiser detailing concerns around the project, which revealed the government is spending $114m on marketing.

An Australian Digital Health Agency spokesperson told Mumbrella: “The Australian Digital Health Agency has committed over $114m to consumer communication which includes numerous paid channels including but not limited to print, video, radio, social media, and local events.”

Of the $114m, $52.3m has been earmarked for educating and training registered healthcare providers and $34m on a consumer call centre for My Health Record public enquiries and assistance for people choosing to opt out.

Another $27.75m was allocated for the development, design and delivery of communications collateral and support materials. Questions about which creative and media agencies have been involved in developing  the ADHA’s campaigns were not answered by the spokesperson.

The agency did however outline the scope of the My Health Record campaign saying: “Advertorial/editorial content will be included in 20 million copies of Chemist Warehouse and Terry White pharmacy consumer magazines.

“Paid media includes outdoor, print, radio, digital and social display advertising and Imparja TV.

“Outdoor advertising including street furniture, bus portrait sides, bus interiors and GP and pharmacy digital media screens across all states and territories.”

The spokesperson also said a there will be a regional radio campaign in 10 different languages across over 80 regional radio stations nationally as well press advertising in English other languages across 42 publications nationally.

“Key communication materials will be translated into over 17 languages, including two Indigenous languages,” the spokesperson added.

Australia Post will also provide information on My Health Record via 4,000 post offices, including over 2,000 rural and remote locations reaching up to two million Australians over the three month opt out period.

Along with the paid campaings, in kind support is also being provided by over 100 organisations to augment the agency’s reach.

“These organisations include the Primary Health Networks, the Australian Health Practitioner Regulation Agency, and pharmacy groups such as Terry White and Chemist Warehouse to inform the Australian public about My Health Record, its security controls, benefits, and their rights to opt out,” the spokesperson said.

“Information will also be made available in over 15,000 health care locations including general practices, pharmacies, public and private hospitals, and via Aboriginal Medical Services and National Aboriginal Community Controlled Health Organisations.”

Australians have until October 16 to opt out of the My Health Record scheme.


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