AUGUSTA – The state has bought $225,000 worth of ads to promote Dirigo, Maine’s attempt to reform health care and deliver affordable coverage that is expected to begin in January.

The intent of the ads is to raise awareness “that Dirigo is for everybody, not just those needing insurance,” said Trish Riley, director of the Governor’s Office of Health Policy and Finance. “We’re really focusing heavily on bringing down the cost of health care and improving quality, and about providing basic information on health care.”

The ads began airing statewide Monday on radio and television. They feature Gov. John Baldacci talking about how unsustainable the state’s health costs are, and how Mainers are spending more of their incomes on health care than residents in 45 other states.

“We pay more, and get less,” Baldacci says in the ads. “Today more Mainers are at risk for heart disease, stroke and diabetes than all other New England states,” Baldacci says. “We can do better.”

In addition to providing coverage to those priced out of the market, Dirigo will attempt to reform Maine’s health care system in several ways, including:

• Placing more controls on the purchase of new medical technology and the expansion of hospital and medical programs and facilities;

• Encouraging less competition and more collaboration among providers;

• Giving consumers cost information on medical procedures to help them make financially savvy decisions.

“Most people have made it clear how unhappy they are with rising prices,” Riley said. “But this is going to be a long effort to get costs under control,” she said. “We want to educate consumers on what can be done to lower costs.”

For instance, individuals can lower costs by visiting a doctor’s office instead of the hospital emergency room, since an office visit is generally less expensive.

And a hospital or medical facility can lower costs “by not having every kind of new technology in place,” Riley said. More expansions, programs and equipment fuels demand, which increases spending, which creates higher insurance premiums, she said.

“These are not decisions made in Augusta.” They’re made by medical professions, families and neighbors, Riley said.

Mary Mayhew of the Maine Hospital Association said Tuesday she had not seen the ads, but questioned the wisdom of spending “limited state resources for a TV campaign that largely focuses on an issue agenda broader than the insurance product.” Mayhew wondered whether the state should instead spend the money to address significant health care needs.

The state ad campaign is different from hospital advertising, Mayhew said. “We’re talking about state government, which has had significant shortfalls.”

Meanwhile, the state is in final negotiations with Anthem Blue Cross Blue Shield, the lone bidder to provide Dirigo insurance for the 130,000 individuals and small businesses estimated to take part in the first year. Open enrollment was planned for this summer, but will come later, Riley said.

“This is complicated. We want to get it right the first time,” said Anthem’s Bill Cohen. Cohen has said Anthem plans to accept enrollment in October and offer coverage in January.

The $225,000 ad campaign will air for six to eight weeks, and is being paid for by the Maine Health Access Foundation, the state’s largest nonprofit health-care foundation. The ads will be followed by community forums around Maine this fall.