HHS awards $8.1M for Marketing Research and Public Opinion Polling to Novak Birch, Inc
Contract Overview
Contract Amount: $8,097,097 ($8.1M)
Contractor: Novak Birch, Inc
Awarding Agency: Department of Health and Human Services
Start Date: 2022-09-19
End Date: 2026-02-18
Contract Duration: 1,248 days
Daily Burn Rate: $6.5K/day
Competition Type: FULL AND OPEN COMPETITION
Number of Offers Received: 2
Pricing Type: TIME AND MATERIALS
Sector: Other
Official Description: PARTNER RELATIONS OPERATIONAL AND TECHNICAL ASSISTANCE
Place of Performance
Location: BROOKLYN, BALTIMORE CITY County, MARYLAND, 21225
State: Maryland Government Spending
Plain-Language Summary
Department of Health and Human Services obligated $8.1 million to NOVAK BIRCH, INC for work described as: PARTNER RELATIONS OPERATIONAL AND TECHNICAL ASSISTANCE Key points: 1. Spending on marketing research and public opinion polling totals $8.1M. 2. Novak Birch, Inc. is the sole awardee for this contract. 3. The contract duration is 1248 days, ending in February 2026. 4. This falls under the Marketing Research and Public Opinion Polling sector.
Value Assessment
Rating: fair
The contract is a Time and Materials type, which can lead to cost overruns if not managed carefully. The awarded amount is $8,097,096.64, but the final cost will depend on actual hours worked and material costs.
Cost Per Unit: N/A
Competition Analysis
Competition Level: full-and-open
The contract was awarded under full and open competition, suggesting a competitive bidding process. However, it is a delivery order, which may indicate it's part of a larger indefinite-delivery/indefinite-quantity (IDIQ) contract where the initial competition was broader.
Taxpayer Impact: Taxpayer funds are being used for marketing research and public opinion polling services, the value of which depends on the effectiveness of the insights gained.
Public Impact
Public opinion polling can influence policy decisions and public perception. Marketing research helps agencies understand target audiences for health initiatives. Transparency in how these services are procured is important for public trust.
Waste & Efficiency Indicators
Waste Risk Score: 50 / 10
Warning Flags
- Potential for cost overruns with Time and Materials contract.
- Limited visibility into specific deliverables and their impact.
Positive Signals
- Awarded through full and open competition.
- Supports critical public health communication efforts.
Sector Analysis
This contract falls under the Marketing Research and Public Opinion Polling sector (NAICS 541910). Spending in this sector is crucial for government agencies to understand public sentiment and effectively communicate health-related information.
Small Business Impact
There is no specific indication of small business participation in this contract award. Further analysis would be needed to determine if small businesses were involved as subcontractors.
Oversight & Accountability
The Centers for Medicare and Medicaid Services (CMS) is responsible for overseeing this contract. Standard oversight mechanisms should be in place to ensure performance and cost control.
Related Government Programs
- Marketing Research and Public Opinion Polling
- Department of Health and Human Services Contracting
- Centers for Medicare and Medicaid Services Programs
Risk Flags
- Time and Materials contract type.
- Potential for scope creep.
- Lack of specific performance metrics provided.
- Long contract duration.
Tags
marketing-research-and-public-opinion-po, department-of-health-and-human-services, md, delivery-order, 1m-plus
Frequently Asked Questions
What is this federal contract paying for?
Department of Health and Human Services awarded $8.1 million to NOVAK BIRCH, INC. PARTNER RELATIONS OPERATIONAL AND TECHNICAL ASSISTANCE
Who is the contractor on this award?
The obligated recipient is NOVAK BIRCH, INC.
Which agency awarded this contract?
Awarding agency: Department of Health and Human Services (Centers for Medicare and Medicaid Services).
What is the total obligated amount?
The obligated amount is $8.1 million.
What is the period of performance?
Start: 2022-09-19. End: 2026-02-18.
What specific public health campaigns or initiatives will this marketing research and polling support?
The specific public health campaigns or initiatives are not detailed in the provided data. However, given the agency (CMS), it is likely related to healthcare access, enrollment, public health awareness, or policy implementation. The research aims to gather insights into public understanding, attitudes, and behaviors concerning these critical health topics.
What are the key performance indicators (KPIs) for this contract to ensure value for money?
Key performance indicators are not explicitly stated. However, for marketing research and polling contracts, effective KPIs typically include the accuracy and representativeness of the data collected, the timeliness of reports, the actionable nature of the insights provided, and the ability of the research to inform strategic decisions and improve program outcomes.
How will the effectiveness of the polling and research be measured to justify the $8.1M expenditure?
The effectiveness will likely be measured by the quality and utility of the insights generated, and how well these insights inform CMS's strategies and communication efforts. Success could be demonstrated through improved public engagement with health programs, better understanding of health needs, or more effective dissemination of health information, ultimately contributing to better public health outcomes.
Industry Classification
NAICS: Professional, Scientific, and Technical Services › Other Professional, Scientific, and Technical Services › Marketing Research and Public Opinion Polling
Product/Service Code: SUPPORT SVCS (PROF, ADMIN, MGMT) › PROFESSIONAL SERVICES
Competition & Pricing
Extent Competed: FULL AND OPEN COMPETITION
Solicitation Procedures: SUBJECT TO MULTIPLE AWARD FAIR OPPORTUNITY
Offers Received: 2
Pricing Type: TIME AND MATERIALS (Y)
Evaluated Preference: NONE
Contractor Details
Address: 130 BALTIC AVE, BALTIMORE, MD, 21225
Business Categories: Category Business, Small Business, Special Designations, U.S.-Owned Business
Financial Breakdown
Contract Ceiling: $15,724,954
Exercised Options: $8,097,097
Current Obligation: $8,097,097
Actual Outlays: $5,902,069
Contract Characteristics
Commercial Item: COMMERCIAL PRODUCTS/SERVICES
Parent Contract
Parent Award PIID: GS23F0118P
IDV Type: FSS
Timeline
Start Date: 2022-09-19
Current End Date: 2026-02-18
Potential End Date: 2026-02-18 00:00:00
Last Modified: 2025-12-18
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