NEC IDIQ Pre Solicitation Conference Presentation_07252024_508.pdf

NATIONAL EDUCATION CAMPAIGN & OUTREACH CONTRACT

(NEC) INDEFINITE DELIVERY, INDEFINITE QUANTITY (IDIQ)

PRE-SOLICITATION CONFERENCE

JULY 25, 2024 1

U.S. DEPARTMENT OF HEALTH & HUMAN SERVICES (HHS) OVERVIEW

HHS agencies include the

▪ Administration for Children and Families (ACF)

▪ Administration for Community Living (ACL)

▪ Agency for Healthcare Research and Quality (AHRQ)

▪ Agency for Toxic Substances and Disease Registry (ATSDR)

▪ Centers for Disease Control and Prevention (CDC)

▪ Centers for Medicare & Medicaid Services (CMS)

▪ Food and Drug Administration (FDA)

▪ Health Resources and Services Administration (HRSA)

▪ Indian Health Service (IHS)

▪ National Institutes of Health (NIH)

▪ Substance Abuse and Mental Health Services Administration (SAMHSA)

Organizational chart available at HHS.gov/about/agencies/orgchart/index.html https://www.hhs.gov/about/agencies/orgchart/index.html

▪ Oversee and administer

▪ Medicare

▪ Health Insurance Marketplace®

▪ Work with states to administer

▪ Medicaid

▪ Children’s Health Insurance Program (CHIP)

▪ State-Partnership Marketplaces

CMS

WHAT WE DO

▪ Maintain and monitor quality standards to assure quality health care through accountability and public disclosure

▪ Fight fraud and abuse

▪ Explore quality improvement and cost-saving advances by funding or leading studies, demonstrations, and pilot programs

CMS IS THE LARGEST HEALTH INSURER IN THE NATION

Over 160 million people in the U.S. get health coverage through these programs

HISTORY AND MILESTONES

MEDICARE & MEDICAID

Medicare and Medicaid were enacted in 1965

The Balanced Budget Act of 1997 (BBA)

Established a new Part C of the Medicare program

The Medicare Prescription Drug, Improvement, and Modernization Act of 2003 (MMA)

Established a new Part D of the Medicare program

Enrollment

Enrollment

MEDICARE 19 Million 67 Million

MEDICAID 4 Million 82 Million

HISTORY AND MILESTONES

MARKETPLACE

The Marketplace was enacted in 2010 as part of the Affordable Care Act (ACA)

▪ Implemented in 2013 for health coverage starting in 2014

MARKETPLACE ENROLLMENT

▪ 2014: 8 million

▪ 2024: 16.4 million

To serve the public as a trusted partner and steward, dedicated to advancing health equity, expanding coverage, and improving health outcomes.

CMS’ VISION

1. Advance Equity

2. Expand Access

3. Engage Partners

THE SIX STRATEGIC PILLARS

4. Drive Innovation

5. Protect Programs

6. Foster Excellence

STRATEGIC MARKETING GROUP (SMG)

DIVISION OF

RESEARCH

DIVISION OF CAMPAIGN

MANAGEMENT

DIVISION OF DIGITAL

MARKETING

Provides consumer research to develop campaign strategy, improve implementation, and measure effectiveness.

▪ Focus groups

▪ Creative testing

▪ Evaluation Surveys

Oversees strategic planning implementation of outreach and education campaigns. Oversees marketing contracts.

▪ Campaign strategy

▪ Creative

▪ Paid media

▪ Earned media

Manages digital marketing and direct response channels.

▪ Social Media

▪ Email marketing

▪ Text/SMS

▪ Autodial

▪ Database management https://www.cms.gov/about-cms/agency-information/cmsleadership/downloads/cms_organizational_chart.pdf https://www.cms.gov/about-cms/agency-information/cmsleadership/downloads/cms_organizational_chart.pdf

CAMPAIGN EXAMPLE

MEDICARE

Medicare is health insurance for people

65 and older

Under 65 with certain disabilities

ALS (Amyotrophic Lateral Sclerosis, also called Lou Gehrig’s disease) without a waiting period

Any age with End-Stage Renal Disease (ESRD)

Medicare covers many health care items and services, but not everything and sometimes, not the entire portion of the cost

People have choices in how they get Medicare coverage

The most common are Original Medicare (Parts A and B), Medicare Advantage (Part C) + Medicare Prescription Drug Coverage (Part D)

Medicare Open Enrollment is the one time each year people can review and compare their options and make changes

MEDICARE OPEN ENROLLMENT

OCT. 15 – DEC. 7 (1 OF 5)

EDUCATION & OUTREACH GOALS

▪ Encourage people with Medicare to review, compare & enroll in Medicare health & drug plans

▪ Drive traffic to Medicare.gov where it easy to compare coverage options and shop for Medicare health and drug plans

▪ Reach audiences with traditionally lower access to health care

IMPORTANT MESSAGES

▪ Plans change every year and so can your health. By reviewing and comparing all your options, you may find a better plan at a lower cost.

▪ Emphasize Oct. 15 – Dec. 7 dates

▪ Promote Medicare.gov as the official source where people can go to compare coverage options and drug costs

OCT. 15 – DEC. 7 (2 OF 5)

MEDICARE

OPEN ENROLLMENT

OCT. 15 – DEC. 7 (3 OF 5)

TARGET AUDIENCES

People with Medicare

Audience segmentation include:

General Market/Multi-cultural (GM)

African American (AA)

Latino

OCT. 15 – DEC. 7 (4 OF 5)

STRATEGY

Implement a full funnel approach, connecting audiences and messaging to drive them towards a conversion point (review and compare plans)

Prioritize top media channels for the audience to effectively reach and engage them where they are actively consuming content

Test new channels and tactics to reach the audience segments

Evaluate tactics for efficiency based on Mixed Media Modeling results national broadcast + cable TV digital streaming local radio and print paid search social media digital video display earned media influencer outreach

OCT. 15 – DEC. 7 (5 OF 5)

CAMPAIGN EXAMPLE

HEALTH INSURANCE

MARKETPLACE®

▪ Federally-facilitated Marketplace is HealthCare.gov

▪ States can run their own Marketplaces

▪ Helps consumers:

▪ Shop for and enroll in health insurance

▪ Compare private health insurance options (known as qualified health plans (QHPs)) on the basis of price, benefits, quality, and other factors

▪ Determine eligibility for programs that can reduce their out-of-pocket costs like premium tax credits, cost-sharing reductions, CHIP, and Medicaid

▪ Open Enrollment is the time each year people can shop and enroll in a health plan on HealthCare.gov

HEALTH INSURANCE MARKETPLACE

https://www.healthcare.gov/

MARKETPLACE OPEN

ENROLLMENT

NOV. 1 – JAN. 15 (1 OF 5)

GOALS

▪ Motivate uninsured Americans (new enrollees)

▪ Educate current enrollees about opportunities to actively shop for a plan and re-enroll

▪ Reach audiences with traditionally lower access to health care

▪ Affordability

▪ Expanded Eligibility

▪ Essential Benefits

▪ Ease of Enrollment

▪ Deadline Urgency

IMPORTANT MESSAGES

MARKETPLACE OPEN ENROLLMENT

NOV. 1- JAN. 15 (2 OF 5)

TARGET AUDIENCES

Consumers 18-64 living in Federally-Facilitated Marketplaces (FFM) states with a focus on the young and healthy

Audience segmentation include:

General Market/Multi-cultural (GM)

African American (AA)

Asian American, Native Hawaiian, Pacific Islander (AANHPI), English-dominant and in-language

Latino (English-dominant and Spanish-dominant)

Additional audience segmentation includes those living between 100-400% FPL or >400% FPL.

NOV. 1- JAN. 15 (3 OF 5)

STRATEGY

Data-driven, conversion-based marketing strategy focused on reaching target audiences through a full funnel approach of awareness building, engagement and performance tactics.

Evaluate tactics for efficiency based on Mixed Media Modeling results traditional paid media innovative digital streaming techniques, influencer outreach paid search high impact digital social media digital video display earned media email, SMS autodial

NOV. 1- JAN. 15 (4 OF 5)

NOV. 1- JAN. 15 (5 OF 5)

ADDITIONAL CAMPAIGN EXAMPLES (1 OF 2)

NEW TO MEDICARE

Reach individuals who are aging into

Medicare or who are searching for information about Medicare and how to enroll.

Position Medicare as the unbiased resource of information to help consumers make important decisions about their Medicare coverage.

CARE COMPARE

Drive public awareness and encourage use of health care quality information available on the care provider pages of

Medicare.gov.

Support the CMS Quality Mission that all people receive equitable, high-quality, value-based care.

FRAUD AWARENESS

Increase awareness of Medicare fraud among beneficiaries.

Educate audience on how to prevent, detect, and report Medicare fraud and to remind them to guard their

Medicare card.

CARE COMPARE NEW TO MEDICARE FRAUD AWARENESS

ADDITIONAL CAMPAIGN EXAMPLES (2 OF 2)

MEDICARE’S LOW INCOME

PROGRAMS

Educate and encourage enrollment in programs that help low-income people pay for their health and drug costs.

Medicare Savings Programs

Low Income Subsidy (Extra Help)

CHILDREN’S HEALTH

INSURANCE PROGRAM

Promote enrolling in health coverage through Medicaid and

CHIP to eligible populations.

Encourage those already enrolled in Medicaid and CHIP to use their benefits.

PREVENTION: FLU

IMMUNIZATION

Educate Medicare beneficiaries on the importance of the flu vaccine and that it is covered by Medicare.

Focus on low-income and minority populations with lower immunization rates.

CHILDREN’S HEALTH

INSURANCE PROGRAM

MEDICARE’S LOW

INCOME PROGRAMS

PREVENTION:

FLU IMMUNIZATON

VIDEO COMPILATION

https://www.youtube.com/watch?v=_NZLz_8p9M0&list=PLUslxKz-YuCgyqfofttj-PZJ0pNVqtlrW https://www.youtube.com/watch?v=_NZLz_8p9M0&list=PLUslxKz-YuCgyqfofttj-PZJ0pNVqtlrW https://www.youtube.com/watch?v=_NZLz_8p9M0&list=PLUslxKz-YuCgyqfofttj-PZJ0pNVqtlrW

NEC REQUIREMENTS / KEY CAPABILITIES (1 OF 2)

✓ Strategy + Implementation of

National, Large-scale Integrated

Campaigns

✓ Media Planning and Buying: $60M+

✓ Media Buying Leverage + Efficiency

✓ Marketing Mix Modelling + ROI

Analysis

✓ CMS Audience Targeting

✓ Conversion-based Digital

Advertising

✓ KPI Development and Optimization

✓ Social Media

✓ Deep Creative Bench

✓ Digital Testing w/ Robust Creative

Iteration

✓ Reach Audiences w/ Lower Access to Care

✓ Translation/Transcreation

✓ Earned Media

✓ Direct Response: Email, SMS,

✓ Subcontractor Management

NEC REQUIREMENTS / KEY CAPABILITIES (2 OF 2)

Strategy + Implementation of National Campaigns

▪ Ability to scale to deliver national campaigns designed to reach millions and motivate behavior change

▪ Deliver audience segmentation and sub campaigns under national umbrella

Media Planning and Buying: $60M+

▪ Top-tier intellectual planning + buying teams with clout, leverage, creativity, and scale

Best-in-Class Digital

▪ Conversion based marketing with ability to define key performance indicators + monitor, track and, optimize daily with ongoing creative testing

▪ Deep industry knowledge with experience to ensure brand safety and avoid fraudulent placements

Marketing Mix Modelling

▪ Implementation of rigorous evaluation methods such as statistical and mathematical models to measure the impact of marketing

▪ Determine the optimal allocation of resources across marketing activities

BACKGROUND

The purpose of this contract is to provide the CMS an “as needed” mechanism to assist with developing, implementing, and evaluating national integrated communications campaigns.

This is a multiple-award indefinite-delivery/indefinite-quantity (IDIQ) type contract with a $5 Billion ceiling over 7 years. The Government places orders for individual requirements. For example, a task order will be issued for a specific campaign.

A full and open competition for the NEC is conducted approximately every seven years to choose businesses that become a qualified pool of contractors that then compete for task orders for specific outreach efforts.

This contracting vehicle allows us to be responsive to agency priorities and new legislation. Task orders for campaigns can be competed and awarded in about 4 months instead of a full and open competition that can take up to a year.

NEC HISTORY

The first NEC was awarded in 2006 through a full and open competition.

IDIQ Pool History:

2006, 4 Awardees

2011, 5 Awardees

2018, 4 Awardees

CURRENT NEC IDIQ

Period of Performance:

09/01/2018 – 08/31/2025

Contractors:

• Daniel J. Edelman, Inc. (75FCMC18D0043)

• Ketchum Public Relations (75FCMC18D0044)

• Porter Novelli Public Services, Inc. (75FCMC18D0045)

• IPG DXTRA, Inc. D/B/A Weber Shandwick

(75FCMC18D0046)

FY # of Task Orders

2018 1

2019 9

2020 0

2021 2

2022 8

2023 2

2024 2

SOLICITATION PHASES

Phase I Advisory Down

Select Phase II

IDIQ

Health Care Fraud

Prevention Outreach

Campaign Task Order

Kick Off Task Order

Based on the evaluation of the

Phase I proposals (Corporate

Experience), the Contracting

Officer will advise each offeror to participate in Phase II or, that it is unlikely to be a viable competitor and are not recommended to proceed to Phase II.

Notwithstanding that advice, respondents may participate in

Phase II if they choose to do so.

IDIQ

Corporate Experience Only

NATIONAL EDUCATION CAMPAIGN & OUTREACH CONTRACT (NEC)

IDIQ Solicitation: Sample Milestone DATE OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG

Release Solicitation (includes time for Q&As) 10/11/24

Phase 1 Submitted by Contractors 11/08/24

Phase 1 Proposal Evaluation 12/16/24

Phase 2 – Advisory Notifications and Request to

Prepare Technical and Business Proposal 12/17/24

Phase 2 Proposals Due (IDIQ and Task Orders) 01/29/25

Phase 2 Evaluations Complete 05/15/25

Conduct Discussions and Request Proposal

Revisions 05/21/25

Revised Proposals Received 06/17/25

Revised Proposal Evaluations Complete 07/02/25

Contract Approval and Award 08/25/25

GENERAL THEMED QUESTIONS

THANK YOU!