HHS awards $35.8M for public health marketing, with 3 bids received

Contract Overview

Contract Amount: $35,798,257 ($35.8M)

Contractor: Porter Novelli Public Services Inc.

Awarding Agency: Department of Health and Human Services

Start Date: 2015-09-28

End Date: 2020-09-27

Contract Duration: 1,826 days

Daily Burn Rate: $19.6K/day

Competition Type: FULL AND OPEN COMPETITION

Number of Offers Received: 3

Pricing Type: TIME AND MATERIALS

Sector: Other

Official Description: IGF::OT::IGF FOR OTHER FUNCTIONS NCIRD RECURRING, URGENT AND EMERGING ISSUES

Place of Performance

Location: WASHINGTON, DISTRICT OF COLUMBIA County, DISTRICT OF COLUMBIA, 20036

State: District of Columbia Government Spending

Plain-Language Summary

Department of Health and Human Services obligated $35.8 million to PORTER NOVELLI PUBLIC SERVICES INC. for work described as: IGF::OT::IGF FOR OTHER FUNCTIONS NCIRD RECURRING, URGENT AND EMERGING ISSUES Key points: 1. Value for money appears fair given the contract duration and scope. 2. Competition was robust, suggesting potential for competitive pricing. 3. Risk indicators are moderate, with performance dependent on contractor expertise. 4. The contract supports critical public health communication efforts. 5. This falls within the marketing and public opinion polling sector. 6. Spending aligns with typical government needs for public outreach.

Value Assessment

Rating: fair

The total award of $35.8 million over five years averages to approximately $7.16 million annually. This figure seems reasonable for a large-scale public health marketing and communications contract, especially considering the scope of work likely involves extensive research, campaign development, and media placement. Benchmarking against similar large federal contracts for marketing services suggests this pricing is within an expected range, though specific performance metrics would be needed for a definitive value assessment.

Cost Per Unit: N/A

Competition Analysis

Competition Level: full-and-open

This contract was awarded under full and open competition, with three bids received. The presence of multiple bidders indicates a healthy level of interest and suggests that the solicitation was accessible to a broad range of qualified firms. While three bidders is a decent number, a higher number could potentially drive prices down further. The agency's ability to attract multiple proposals is a positive sign for price discovery.

Taxpayer Impact: The full and open competition process, while yielding three bids, suggests that taxpayers benefited from a competitive environment that likely prevented excessive pricing. The agency's efforts to cast a wide net for bidders are commendable in ensuring a fair market approach.

Public Impact

The primary beneficiaries are the public, who receive information on critical health issues. Services delivered include marketing research, public opinion polling, and campaign development. The geographic impact is national, focusing on public health initiatives across the U.S. Workforce implications include potential employment for marketing, research, and communication professionals.

Waste & Efficiency Indicators

Waste Risk Score: 50 / 10

Warning Flags

Potential for scope creep if initial research findings lead to expanded campaign needs.
Dependence on contractor's ability to accurately gauge public opinion and tailor messaging.
Ensuring consistent brand messaging across diverse public health campaigns.

Positive Signals

Contractor has experience in public relations and marketing, as indicated by their name.
The contract duration allows for sustained public health messaging.
Clear objectives for public health communication are likely defined in the SOW.

Sector Analysis

This contract falls within the Marketing Research and Public Opinion Polling sector (NAICS 541910), a segment of the broader professional, scientific, and technical services industry. This sector is crucial for government agencies to understand public sentiment, inform policy, and effectively communicate health and safety information. Federal spending in this area can fluctuate based on public health emergencies and administration priorities. Comparable spending benchmarks would involve looking at other large-scale public health communication contracts awarded by agencies like the CDC or HHS.

Small Business Impact

The contract was awarded under full and open competition and does not appear to have a specific small business set-aside. There is no explicit information provided regarding subcontracting plans for small businesses. Without this data, it's difficult to assess the direct impact on the small business ecosystem, though larger prime contractors often engage small businesses for specialized services.

Oversight & Accountability

Oversight for this contract would typically reside with the Centers for Disease Control and Prevention (CDC) program office responsible for public health communications. Accountability measures would be tied to performance metrics outlined in the contract's Statement of Work (SOW) and delivery orders. Transparency is generally maintained through contract award databases and public reporting, though specific campaign details and research findings may be proprietary.

Related Government Programs

Public Health Campaigns
Health Communication Services
Marketing Research
Public Opinion Polling
Government Public Relations

Risk Flags

Potential for ineffective messaging
Accuracy of public opinion polling
Scope creep risk

Frequently Asked Questions

What is this federal contract paying for?

Department of Health and Human Services awarded $35.8 million to PORTER NOVELLI PUBLIC SERVICES INC.. IGF::OT::IGF FOR OTHER FUNCTIONS NCIRD RECURRING, URGENT AND EMERGING ISSUES

Who is the contractor on this award?

The obligated recipient is PORTER NOVELLI PUBLIC SERVICES INC..

Which agency awarded this contract?

Awarding agency: Department of Health and Human Services (Centers for Disease Control and Prevention).

What is the total obligated amount?

The obligated amount is $35.8 million.

What is the period of performance?

Start: 2015-09-28. End: 2020-09-27.

What is the track record of Porter Novelli Public Services Inc. in performing similar federal contracts?

Porter Novelli Public Services Inc. has a history of performing federal contracts, particularly in the areas of public relations, marketing, and communications. While specific details on past performance for this exact type of large-scale public health campaign are not provided in the abbreviated data, their presence as a bidder and awardee suggests they possess the necessary qualifications and experience. A deeper dive into their contract history with agencies like HHS or CDC would reveal their success rates, any past performance issues, and their ability to manage complex, multi-year projects. Their ability to secure this contract indicates they met the agency's requirements for expertise in marketing research and public opinion polling.

How does the average annual cost of this contract compare to similar federal marketing and communication contracts?

The average annual cost of this contract is approximately $7.16 million ($35.8M / 5 years). This figure needs to be contextualized by the scope and complexity of the services. For large-scale, national public health communication initiatives managed by agencies like the CDC, this annual expenditure is within a reasonable range. Federal contracts for marketing, advertising, and public relations can vary significantly based on the reach, duration, and specific deliverables. Without direct comparisons to contracts with identical objectives and scale, it's challenging to provide a precise benchmark. However, given the duration and the nature of public health outreach, the cost appears to be in line with typical government spending for such critical services.

What are the primary risks associated with this contract, and how are they mitigated?

Primary risks include the potential for ineffective messaging that fails to resonate with target audiences, leading to wasted resources. Another risk is the contractor's ability to accurately capture and interpret public opinion, which could lead to misinformed strategies. Furthermore, there's a risk of scope creep, where initial research findings necessitate expanded campaign efforts beyond the original budget or timeline. Mitigation strategies likely involve rigorous performance monitoring by the CDC, clear communication protocols, phased delivery of services, and performance-based payment structures. Regular reviews of campaign effectiveness and public feedback mechanisms would also help in adjusting strategies and mitigating risks.

How effective has the CDC been in leveraging marketing and polling contracts to achieve public health objectives historically?

Historically, the CDC has utilized marketing and polling contracts as a significant tool to achieve public health objectives, ranging from promoting vaccination campaigns and disease prevention to disseminating information on health risks and behaviors. The effectiveness of these contracts is often measured by shifts in public knowledge, attitudes, and behaviors related to specific health issues. While specific campaign successes and failures are numerous, the continued reliance on such contracts suggests they are generally viewed as effective means to reach broad audiences and influence public health outcomes. Success is contingent on strong contract management, accurate research, and culturally relevant messaging.

What is the historical spending trend for marketing research and public opinion polling by the Department of Health and Human Services?

Historical spending by the Department of Health and Human Services (HHS) on marketing research and public opinion polling (NAICS 541910) has generally been substantial, reflecting the agency's broad mandate to inform and protect the public's health. While specific year-over-year trends for HHS alone are not provided in the abbreviated data, the overall federal spending in this category tends to increase during periods of heightened public health concern or new health initiatives. The CDC, as a major component of HHS, is a significant contributor to this spending. Fluctuations can be influenced by legislative priorities, public health emergencies, and the need for targeted health communication campaigns.

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

Solicitation ID: 2015Q17234

Offers Received: 3

Pricing Type: TIME AND MATERIALS (Y)

Evaluated Preference: NONE

Contractor Details

Parent Company: Omnicom Group Inc. (UEI: 147857429)

Address: 805 15TH ST NW STE 300, WASHINGTON, DC, 20005

Business Categories: Category Business, Corporate Entity Not Tax Exempt, Not Designated a Small Business, Special Designations, U.S.-Owned Business

Financial Breakdown

Contract Ceiling: $60,937,636

Exercised Options: $36,148,970

Current Obligation: $35,798,257

Contract Characteristics

Commercial Item: COMMERCIAL ITEM PROCEDURES NOT USED

Parent Contract

Parent Award PIID: GS23F0231N

IDV Type: FSS

Timeline