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Publicity Center

This opportunity is a Recovery and Reinvestment Act action
Solicitation Number: AHRQ-2010-10008
Agency: Department of Health and Human Services
Office: Agency for Healthcare Research and Quality
Location: Contracts Management
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Sources Sought
Added: Mar 24, 2010 9:33 am
Publicity Center – Sources Sought Notice

The Agency for Healthcare Research and Quality (AHRQ) of the U.S. Department of Health and Human Services (DHHS) is conducting a market survey to seek potential sources from qualified small business firms under North American Industry Classification (NAICS) Code 541613 that currently have a GSA Schedule under Advertising and Integrated Marketing Solutions (AIMS) Federal Supply Schedule 541 who have the capability to assist the Agency in translating and disseminating comparative effectiveness concepts and content. Funding will come from the American Recovery and Reinvestment Act (ARRA) of 2009, for comparative effectiveness research as authorized by Section 1013 of the Medicare Modernization Act of 2003 (MMA). It is anticipated that one contract will be awarded for a period of three years. Award is expected no later than September 28, 2010.

Background Information: Comparative effectiveness research is the generation and syntheses of evidence that compares the benefits and harms of alternative methods to prevent, diagnose, treat, and monitor a clinical condition or to improve the delivery of care. Comparative effectiveness research provides information that allows people and their clinicians to work together to choose the best possible treatment for an illness or condition. It provides comparisons of drugs, medical devices, tests, surgeries, or ways to deliver health care. For additional information about the various aspects of AHRQ’s comparative effectiveness research and for additional resources, please go to the AHRQ Web site at

Specific Need: Assistance is sought from a national public relations firm to create a Publicity Center to market comparative effectiveness research reports and associated materials to specific audiences, including health care providers (clinicians) nationwide and health care consumers (patients) nationwide. This work will include audience assessments and the creation of the comprehensive communications plans that includes media outreach, social marketing, and partnership development. Sources shall explore innovative ways to brand the comparative effectiveness research program and raise public awareness of specific AHRQ products. Creative tactics that promote comparative effectiveness should be researched and may include National television and print advertising. Sources may need to develop taglines, logos and other materials, such as audio and video Public Service Announcements to promote comparative effectiveness. This work will also include the development of Comparative Effectiveness Virtual Centers. These Centers would be created on popular, credible, consumer-oriented Web sites and clinical and educational Web sites for health care professionals. Sources must have the capability to provide English- and Spanish-language print and Web materials that meet all government standards including 508-accessibility standards. Sources must be able to assess the newsworthiness of new research, and develop and implement national marketing plans that include a range of products, such as press releases, media conferences, videos, audio podcasts, and professional journal submissions. Sources may also be responsible for implementing new/social media outreach. Sources will be responsible for tracking and performing analysis of impact and providing a substantial amount of metrics. Metrics shall measure, but are not limited to the number of partnerships created and description of nature of those partnerships, especially partnerships with minority organizations; and number of organizational members reached as a result of these partnerships; number of people reached by print, radio, and TV ads, and retention of information at specified periods after the ad campaign; number of in-store announcements and reach; number of media placements in the popular and trade press and the dollar values of these media placements; number of relationships established with Web portals and visits to those portals; number of Comparative Effectiveness Virtual Centers created and number of visits to these Virtual Centers.

The Project Director should have at a minimum, ten (10) years of experience managing government contracts and working on health care-related contracts and: 1) at least three (3) years of experience in substantive supervisory positions; and 2) demonstrated knowledge and skills in using Project Management 2007 software to organize and monitor complex projects conducted by groups of diverse professionals. Key personnel should possess an education in marketing, journalism or communications, with experience in health care communications, social marketing, and consumer/patient outreach.

Interested SMALL BUSINESSES with an AIMS GSA Schedule should submit their capability statements (no more than 15 pages in length) to Kathryn Espenshade by email at, no later than 12 pm (noon) EST on Tuesday April 6, 2010. Capability statements must be tailored to this request and identify the sources capabilities to complete this requirement including key staff experience and education, and a description of corporate experience with similar projects. Organizations must also certify that they have a valid GSA Schedule under Advertising and Integrated Marketing Solutions (AIMS) Federal Supply Schedule 541 AIMS.

540 Gaither Road
Rockville, Maryland 20850
Kathryn Espenshade
Phone: 301427-1788
Fax: 301-427-1740
Jessica Alderton
Phone: 301 427-1783
Fax: 301 427-1740