In January 2014, the Pennsylvania eHealth Partnership Authority ran a $500,000 statewide media campaign to help consumers better understand the benefits of electronic Health Information Exchange (eHIE). To keep costs reasonable, the Authority team and its PR contractors collaborated to leverage work that a sister agency in Alaska had done to produce a similar commercial. Alaska had used a video produced by the Office of the National Coordinator for Health Information Technology, and the Authority obtained permission to take Alaska’s approach and edit the video into a 30-second spot with Pennsylvania messaging. The three-week campaign ended Feb. 7 and generated buzz among consumers about eHIE and resulted in increased visits to the authority’s website.
Before the campaign, the site had an average of 15 visits per day. In the midst of the campaign, the average daily visits increased to more than 165.