The three creative agencies have been tasked with providing an integrated creative approach that can communicate the offering to the entire population of England, across various media channels.
NHS Choices intend to target specific segments of the population with different marketing activities; starting with mums, who are the "gatekeepers of family health", according to research.
There will also be a specific requirement to raise awareness with harder-to-reach audiences, made up of the less affluent, older and unemployed.
The pitch will take place next month and is being managed by the Central Office of Information.
Natalie Robson, who is leading the pitch at NHS Choices, said: "We very much look forward to working with the successful agency on a distinctive and effective campaign that encourages the public to visit the NHS Choices website."
NHS Choices launched in June 2007 to help meet the demand for accredited health information.
Last week, the DoH appointed Agency Republic to handle the digital advertising account for its anti-smoking initiative, following a pitch handled by COI.