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The Australian Digital Health Agency (ADHA), the government department responsible for implementing the federal government's My Health Record, revealed its marketing plans.
However, the government department remains silent about the media and creative agencies. The My Health Record project was marked by concerns from Australians who did not know that an online summary of their medical information already existed.
ADHA recently released a rebuttal of a story in the Adelaide Advertiser detailing concerns around the project, which revealed that the government spends $ 114 million on marketing.
A spokesman for the Australian Digital Health Agency told Mumbrella: The Australian Digital Health Agency has committed more than $ 114 million for consumer communication rings, including but not limited to print, video, radio, social media and local events. "
Of the $ 114 million, $ 52.3 million was earmarked for education and training of registered health care providers and $ 34 million Health Records Public information and badistance for people who choose to withdraw
An additional $ 27.75 million was allocated to the development, design and delivery of communication and support materials. "The spokesperson did not respond to questions about the creative and media agencies involved in the development of ADHA campaigns.
The agency however clarified the scope of the My Health Record campaign by saying: "Editorial / Editorial Content One Million copies of consumer magazines Chemist Warehouse and Terry White
"Paid media include outdoor, print, radio, digital and social advertising and Imparja TV
" Outdoor advertising including street furniture, outdoor advertising bus sides, bus interiors "
The spokesman also said that there will be a regional radio campaign in 10 different languages on more than 80 regional radio stations in National scale as well as advertising in the press. in English other languages through 42 publications nationwide.
"The main communication documents will be translated into more than 17 languages The Australian Post will also provide information on my health record via 4,000 post offices, including more than 2,000 rural and remote areas reaching up to two million Australians during the three-month withdrawal period.
In addition to paid campaigns, more than 100 organizations provide in-kind support to the organization.
"These organizations include primary health care networks, the Australian Agency for the Regulation of Health Practitioners, and pharmacist groups Terry White and Chemist Warehouse to inform the Australian public about My Health Record, its security controls, benefits, and rights of withdrawal, "said the spokesman.
" The information will also be available in more than 15,000 health facilities including general practices, pharm acies, public and private hospitals, and through the Indigenous Medical Services and the lth Organizations. "
Australians have until October 16 to withdraw from the My Health Record system.
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