OBJECTIVES: Bundled Payments for Care Improvement Advanced (BPCI-A) is a voluntary bundled payment model administered by the Centers for Medicare and Medicaid Services (CMS). It expands on earlier US payment models designed to improve healthcare quality and reduce costs. The objective of this study was to analyze trends in public online communications about BPCI-A and identify how they may have impacted model participation. METHODS: A Google search of “BPCI Advanced” was conducted in November 2018. Results were limited to communications published January 9–March 12, 2018, the period between model announcement and application deadline. Exclusion criteria included: Google advertisements, CMS publications, event advertisements (e.g. webinars) and non-text results (e.g. videos). Articles were assessed for tone, source type, target audience, inclusion of a sales pitch, and themes. RESULTS: Of 97 search results, 16 were excluded, only 5 of which were from CMS. 86% of included articles targeted potential model participants (PMPs). Nearly half (48%) were published by for-profit organizations, often seeking PMP partners; 26% included a sales pitch. 37% of articles were positive in tone; 10% negative; remaining articles were both positive and negative or neutral. The most common themes were model concept (94%) and economic impact (75%); only 16% mentioned patient experience. For-profits largely published positive or neutral articles (77%) and targeted PMPs (90%). 12% of articles by news organizations and 19% by professional/lobbyist organizations included a sales pitch (e.g. recommending specific for-profit organizations for additional information). CONCLUSIONS: Limited information about BPCI-A was publicly available online during the application period. For-profits published the most information and primarily targeted PMPs. Despite one aim of BPCI-A being to improve patient outcomes, most articles focused on economic impacts of the model. Providing unbiased, comprehensive information about patient experience and expected quality outcomes during the application period would help PMPs make more educated decisions regarding model participation.