The ongoing saga of the government’s attempt to overhaul NHS IT systems took another twist this weekend, with doctors and MPs criticising the appointment of a top PR firm to promote the £6.2bn project. Porter Novelli was awarded the six-figure contract by the National Programme for IT (NPfIT) to convince the public of the benefits of introducing electronic records.

The appointment is in response to a National Audit Office (NAO) report in January criticising the programme and the government for not engaging with GPs enough. However, the British Medical Association (BMA) branded the move as a “clumsy” attempt to regain the interest of GPs disillusioned with the project. Liberal Democrat health spokesman Paul Burstow called the appointment “a massive waste of taxpayers’ money.” The NPfIT denied the move was a cynical marketing exercise, claiming it was vital to inform patients of the rights they will have under the new system.

The new NHS Care Records Service (CRS) will allow NHS staff to access patient records wherever they are treated, and to make appointments for patients at the hospital most suitable for them. The programme is the biggest civil IT project in the world, but has not had an easy labour. Doubts have been raised over the security of the system, and the government has been forced to allow patients to opt-out.

Last week medical pollsters Medix found widespread disillusion among healthcare professionals, who say they have not been adequately consulted on the changes. Only one in twenty GPs felt they have been adequately consulted on the changes, and just one in five now describe themselves as enthusiastic about the project.

Paul Cundy, chairman of the GPs’ committee on IT at the BMA, said: “It’s increasingly difficult to remain optimistic about NPfIT, given the collapse of enthusiasm for it in the profession. It’s fallen over a cliff edge.” The government will be hoping that Porter Novelli, also responsible for launching Viagra to the Swedish public, can arouse a bit more interest.