National Cancer Institute, Research Contracts Branch, PSAS, 6120 Executive Blvd, EPS/Room 638, Bethesda, MD 20892-7227

B -- ANALYSIS OF NCI OUTREACH COMMUNICATION STRATEGY SOL NCI-RFQ-90098-NV DUE 051799 POC Debbie Moore, Purchasing Agent, (301) 402-4509; Todd Cole Contracting Officer, (301) 402-4509 The National Cancer Institute (NCI) plans to procure the services of an individual to perform an analysis of the NCI Outreach Communications in accordance with the simplified acquisition procedures authorized in FAR Part 13. This announcement constitutes a combined synopsis/solicitation, and a separate written solicitation will not be issued. The solicitation includes all applicable provisions and clauses in effect through FAR FAC 97-11. This requirement is set-aside for small business. The Standard Industrial Classification Code is 8742 and the business size standard is $5.0 million. Background: The NCI has performed an initial analysis of the functions and related responsibilities housed in the Office of the Director (OD), NCI. Functions currently performed within the OD were categorized and evaluated to determine whether the existing organization structure was adequate to address the Institute's mission related requirements. The first general area discussed was communications. It was clear thatresponsibilities in this area were broad and varied, located in a number of different offices within the OD, as well as in Divisions. Due to the highly evolutionary state of the communications industry which is directly related to emerging technologies and the need to better define NCI's product lines including related marketing strategies, a recommendation has been made that this area be further evaluated by a group of outside marketing and communication experts. The NCI developed a three-phase approach to the evaluation of the organization's communications function. As a first step, it is recommended that the NCI identify an outside expert to lead this effort, to carry out the responsibilities identified in Phase I, to coordinate and lead the design team responsibilities identified in Phase II, and to assist NCI in implementation activities conducted in Phase III. Requirements: The following work shall be performed by the Contractor under Phase I, Phase II, and Phase III below: PHASE I: Clearly define: A) the background information that currently exists; B) identify NCI's information audiences; C) an initial paradigm of the types of information that NCI should provide; and D) identify design team members. A. Background Information and Analyses: To assist in obtaining a basic understanding of the breadth and scope of current NCI communications activities, background documentation shall be organized. Information collected from OCC focus groups, IG report, PDQ Redesign meeting, Clinical Trials Marketing Meeting, etc. shall be synthesized into a concise report that categorizes the types of communications that the public wants from NCI. (e.g. interpretation of research findings, perspective on breaking news, state of cancer research, new directions in research, state of the art treatments, etc.). The report shall be delivered to the NCI Project Officer approximately 45 days after the effective date of the purchase order. B. Audience Analyses: Identify the NCI audiences (utilize audience market analyzes from clinical trials marketing meeting) based on types of information for which NCI has responsibility for distributing in the past: Patients; Families of patients; Friends of patients; Patient Advocacy Groups; Minority groups; Industry (biotechnology, pharmaceutical); Health Care providers; Other federal government; State and Local government; Researchers; Media; and Members of the U.S. Congress and Congressional Staff. C. Paradigm Development: Develop one or more models of the types of information that NCI should provide and what the NCI product lines might look like. This paradigm should be based on the information reviewed under the BACKGROUND Section and item A above, and the determination of NCI's audiences under item B. above. For example, one approach might be to link audiences and products through: 1) information related to health risk, detection, and prevention; 2) information for patients and survivors relative to clinical trial information and treatment data, etc; and 3) information associated withresearch activities and progress for the scientific, academic and industrial consumers. Another variation of the aforementioned approach, either alternatively or concurrently, would be to identify NCI products presently available, such as PDQ, CancerLit, Clinical Trial, etc. and link them back to the appropriate audiences. D. Panel of Outside Experts: Recommend to the NCI Project Officer an appropriate Design Team of outside experts to: a) determine the universe of communication activities; b) assess/consider how NCI should be positioned in the "public market"; and c) develop a potential organizational structure to support NCI's delivery of information to the public. The recommendation for each proposed Design Team member shall specifically address the criteria and rationale for their proposed inclusion on the Design Team (e.g. Their expertise, experience, past success, relevance to the NCI communication needs, product promotion, etc.) The design team should be relatively small (approximately 5 to 7 members ) and made up of outside experts in the communication and marketing field. These individuals shall be actively engaged in similar responsibilities in their current positions (not consultants), including Advocacy groups, non-profit, organizations, industry, and relevant federal agencies (e.g. NASA). The Contractor shall prepare a written report on the findings (no more than ten pages) that also includes recommendations for items B., C., and D. for Phase I. above. The report shall be delivered to the NCI Project Officer approximately 75 days after the effective date of the purchase order. PHASE II: Based on the Contractor's recommendations under Phase I, a design team will be selected by NCI and the Contractor shall coordinate the team's efforts to 1) communicate the assessment objectives; 2) consider how NCI should be positioned in the "public market;" and 3) recommend an overall organization structure (macro structure) to support NCI's communication mission. Specifically, the Contractor shall: A. Plan Development: Develop a plan to communicate objectives of the design team to appropriate NCI personnel. B. Receive Input From NCI Director: Along with the team, discuss the type of information and the audiences NCI serves with the Director, NCI. Obtain his thoughts and definitions on NCI communication and marketing objectives. The team will use this information as a first filter by which to determine the appropriate functions and responsibilities that should be contained in an NCI communications department. C. Information Reporting: As noted above, working closely with the NCI Director and appropriate senior management staff, the Contractor shall determine the desired information to be reported to various audiences (e.g. does Director, NCI want the Institute to only report on research findings, to be the source of balanced cancer information that helps patients make personal treatment decisions, to be the evaluator of research findings, and/or to be the clearinghouse of all cancer information, etc.) D. Organizational Model Development: Develop a broad organizational model that outlines primary organizational and personnel functions and responsibilities within NCI, and the knowledge/skills/abilities required to perform the various functions. E. Findings and Recommendations: Based on items A., B., C., and D. of Phase II, obtain necessary information directly from NCI staff, make adjustments, and finalize an overall marketing/communications plan. F. Final Findings and Recommendations: Prepare and present a final report with findings and recommendations (Based on Phase I and Phase II). The report shall be submitted to the NCI Project Officer and NCI senior staff for review and to determine the plan's sufficiency for presenting final recommendations to the Director, NCI approximately 120 days after the effective date of the purchase order. Upon review by the senior staff, the report shall be revised accordingly (if necessary) and presented to the Director for final review and approval. PHASE III: NCI Implementation: The Contractor shall assist NCI senior staff in developing a final reorganization implementation plan that utilizes recommendations from the design group (macro design), the NCI senior staff, and the entire Phase I and Phase II processes. The new organizational plan shall include specific goals, strategies, structures, and assessment plans (micro designs). Accordingly, NCI senior management will realign resources to match structures and related initiatives and assess how the new structures and goals meet NCI communications goals. Other Issues: Reporting shall be due as stated in the aforementioned requirement. It is estimated that the Contractor will expend approximately 500 hours of effort in performing the above work and that is shall take 6 months to complete. Evaluation Criteria: The technical portion of quotations will be reviewed by a panel of at least three NIH experts. The technical portion of quotations will receive paramount consideration in selecting a vendor. However, price will also be a significant factor in the event that two or more vendors are determined to be essentially equal following the evaluation of technical factors. In any event, the Government reserves the right to make award to the vendor whose offer provides the greatest overall value to the Government. Offers will be evaluated based on the following technical criteria: (1) Experience in formulating communication and/or marketing strategies for large biomedical organizations, including internal organization strategies and strategies for dissemination to outside entities. [A minimum of three years experience in developing marketing and/or communication strategies for large biomedical organizations, including analyses of the organization and its existing communication products (e.g., publications, media, etc), audience and clients served, and strategy development]; (2) Experience in implementing communication and/or marketing strategies within large, biomedical organizations, including the utilization of strategies, new product lines, and implementation within new (if called for in a strategy) and existing divisions/departments. [A minimum of three years experience in implementing marketing and/or communication strategies for large biomedical organizations, including implementation of new organizational structures, revisions to existing structures, inflow and outflow of communication within the organization, and implementation to reach desired clients and audience]; (3) Understanding of the requirements and overall approach to strategy and recommendations for implementation. [Ability to meet the requirements as stated above for Phase I, Phase II, and Phase III of the project]; (4) Availability and commitment to the project. Evidence of time commitment to support the needs of this project by virtue of providing time involved on other projects and work that may detract from the requirement. The corresponding evaluation criteria will be assigned the following relative weights: (1) 30%; (2) 30%; (3) 25%; (4) 15%. Provisions and Clauses: The solicitation incorporates the NCI REPRESENTATIONS, CERTIFICATIONS AND OTHER STATEMENT OF OFFERORS OR QUOTERS (SIMPLIFIED ACQUISITIONS). The award document will incorporate the requirements of the clause at FAR 52.213-4, TERMS AND CONDITIONS -- SIMPLIFIED ACQUISITIONS. Full text copies of these documents may be obtained from Deborah Moore on (301) 402-4509 or by fax on (301) 402-4513 Offers Offers must be submitted on a SF-18 that is signed by an authorized representative of the offeror and includes a completed "Schedule of Offered Supplies/Services". The offer should include a fixed-price for performing the aforementioned requirements. Offers must be accompanied by a competed and signed NCI REPRESENTATIONS, CERTIFICATIONS, AND OTHER STATEMENTS OF OFFERORS OR QUOTERS (SIMPLIFIED ACQUISITIONS). Offers shall submit an original technical proposal plus descriptive literature and/or other materials that demonstrate that their offer/quotation meets all the foregoing requirements. In addition, theofferor must provide their time commitments on other ongoing projects in order to evaluate availability. Five copies of the technical proposal/quotation, and all other printed materials shall be submitted with an original. Offers and related materials must be received in this office by 2:00 pm EST on May 17, 1999. No collect calls will be accepted. Please site the solicitation number, NCI-RFQ-90098-NV. Posted 04/28/99 (W-SN325382). (0118)

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