CREW: Department of Health and Human Services: Public Affairs Firms Documents: 01/24/07: HHS/CMS FOIA Response

DEPARTMENT OF HEALTH & HUMAN SERVICES HE.
-\LTH FLRE
F1\4\CI\G V)\Il\ISTR-\TIO\
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7500 ~ e k u r Boulevard
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~altimoke,MD 212-1-1-1850
Academy for Educational Develojnig~t

Attn Mr Mark Miebach
1825 Connecticut AvenueFN W
Washington, D.C 20009
Dear Mr. Miebach: . I

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S F - YO^ fi&-resp6nded to,this-~~e;@sLetter Request-for Propqsal--&RFP)
-- foy Ce-$qy$cat,-oory
and Social Market-ing semices:-- Afler an evaluation of all proposals, it was-t-kmmhed to. be in the
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best interest of the government to award a task order t-o the companies listed below:
Rights & Protection: Ogilvy Public Relations Worldwide

1901 L Street, N.W. Suite 300
Washington, D.C. 20036
$5,403,720
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Health Promotion: e .- . Ketchum
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.- .- 2000 LStreet, N.W. Suite 300 I
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Washngton, D.C. 20036 I
.',<-.-.+,.. -.. .-.- $504,409 I .. ..
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~ublicatio?ls:
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Academy for Educational DeveIdpiiient (AED) i. ..- -
1 825 Connecticut Avenue, N.W.
.--. . Washington, D.C. 20009
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$4,358,719 ,
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Promot~on& Pu'blic~ty " AED
$4,999,8
- - 17
Quality Information: Ketchum

$?'88,2 19
, ...>- ;: - .,+r -
Your proposal indicated that considerable effort was involved in its preparatiqn an( HCFA desires
to express its appreciation for your interest in this effort. If you have questions ple Ise contact
Ms ...Juanita Pang at (4 10) 786-5538 or the undersigned at (4 10) 786-5 163
Y?l~R
Mary E Jo es
Contracting Officer
DEPARTMENT OF HEALTH & HUMAN SERVICES HE.ALTH ME
FISAKCIXG .U)SUSISTRATIO.\
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7500 ~ e c ' u r iBode,

~ ard
~altirnor'e,MD 21211-1850
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Ogilvy Public Relations Worldwide
ATTN. Mr. Yolan Laporte
190 1 L Street, N W Suite 300
Washington, D C. 20036
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Your fifm responded to this Agency's Letter Request for Proposal (LWP) for CoTunications
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and Social Marketing services. After an evaluation of all proposals, it was determined to be in the
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best interest of the government to award a task order to the companies listed belowl

," .
,
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$5,403,720
Health Promotion: Ketchum

A+'.-.-... -. 2000 L Street, N.W. Suite 300
. . - . - -. . Washmgton, D.C. 20036 --- -
$504,409 .. ..*
Publications: I-. . Academy for Educational Development (AED)

.- 1825 Connecticut Avenue, N.W.
-. --- - .. ,. .- . . ..
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.- Washington, D.C. 20009- .. . .~
- . $4,358,719
-. . . - -
Promotion & Publicity AED
$4,999,8 1 7
,,Qality Information: Ketchum

$788,2 19
Your. proposal indicated that considerable effort was involved in its preparation and K F A desires
to express its appreciation for your interest in this effort. If you have questions plea :contact
Ms Juanita Pang at (4 10) 786-5538 or- - the
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undersigned at (4 10) 786-5 163
.- Sincerely,
vLp
Mary E. Jones
Contracting Oficer
DEPARTMENT OF HEALTH & HUMAN SERVICES HEALTH 7-
FIhAWCIhC -ID!lI\ISTR4 r10\
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7500 &c!urity Boulevard
~altimo:e, MD 21244-1850
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Ketchum - -
ATTN: Ms. Monica Marshall
Washington, D.C. 20036 -
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Dear Ms. Marshall. ,I
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- - - - -YO$~& responded to this ~ ~ e nLetter $ ~~ e & e s tfor Proposal &WP-) for-Com!nwnication+
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and Social Marketing services. --After an evaluation of all proposals, it was de'terinideilto be in the - .-.
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best intefest of the government to award a task order to .the companies listed belob

$5,403,720
Health Promotion: ' Ketchum

.- 2000 L Street, N. W. Suite 300
Washngton, D.C. 20036
. .a,<- .+-.*... ... .+ $504,409
-- -
~ublicatioh< Academy for Educational Development (AID)-
1825 Connecticut Avenue, N W
.-- Washtngton, D.C ZOO09
d $4,358,719
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~ r o h o t i o n& ~ u b k i t ~- : AED
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. -. $4,999,8-1-7 .
Quality Information: Ketchum

$788,2 19
...^.-...
Your proposal indicated that considerable effort was involved in its preparatiomand [CFA desires
to express its appreciation for your interest in this effort If you have questions please contact
Ms Juanita Pang at (4 10) 786-5538 or the undersigned at (410) 786-5 163
Sincerely,
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Mary E Jones
Contracting Officer
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DEPARTMENT OF HEALTH & HUMAN SERVICES
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HEALTH FARE
FIhAVCI\C AD\lI\ISTR%TIO~
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7500 ~ e c ! u r i ~Boulevard
~ a l t i m o k e ,MD 21211-1850
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GCI Group, Inc. ~ovember14,2000
ATTN: Mr. Thomas ~etrosini
777 Third Avenue
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New York, NY 10017
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Your firm responded to this Agency's Letter Request for Proposal (LRFP) for Cor nunications - .
and Social Marketing services. After an evaluation of all proposals, it was deterrni :d to be in the
best interest of the government to award a task order to the companies listed belov
fights & Protection. Ogilvy Public Relations Worldwide

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. Washington, D.C. 20036
$5,403,720
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Health Promot~on Ketchum
CI<- 8 . 5 -.. . /
2000 L Street, N W Suite 300
- Washngton, D C 20036 -----
1$504,409 - /
Publications: . .-
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Academy for Educational Development (AED)
A 1825 Connecticut Avenue, N.W.
._ _-___ _. . - . . -----Washington,D.C: 20009 .
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, $4,358,719
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Promotion & Publicity AED

$4,999,8 1 7
...._@
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ality Information: Ketchum
$788,2 19 -..
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Your proposal indicated that considerable effort was involved in its preparation anc HCFA desires
to express its appreciation for your interest in this effort. If you have questions ple je contact
Ms. Juanita Pang at (410) 786-5538 or the undersigned at (410) 786-5 163.
. .. .
.- Sincerely,
Mary E. ones
Contracting Officer
u
7500 Sec rity Boulevard
Baltirno 2, MD 21244-1850
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To: Ketchum
ATTN: Mr. David Cornell, Contract Administrator
2000 L Street, N.W:
Suite 300
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subject: - CeiterRequest For ProposaLNumber 01-0 12 Under The centers for Medlc
Medicaid Services (CMS) consumer Research and Cornmunjcations (CRL
Umbrella Contract Nomber 500-0 1-0002 ---- - . *
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Dear Mr. Cornell:
You are invited to submit a proposal in response to this Letter Request For Proposal ( .RFP)
Number 0 1-0 12 for a proposed follow on task order under the subject contract. The s eci fic
work to be performed under this task order is a continuation of effort providing promc tional
awareness messages andinformational materials for CMS sponsored initiatives and p 3grams.
The Government anticipa& award of a Cost Plus Fixed Fee (CPFF) task order for thi
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- statement of work. The anticipated peried of performance is six (6) months from the ate of
contract award. Your response must be in accordance with the requirements set forth n Section
G.2 entitled "Task O'rklE?P?op6sals (IDIQ)" of the subject contract and this correspon ence. =-.-
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You are requested to provide a h&d copy (original and two copies) of your technicah Id-.--=
business proposal. The following should be included:
1. Technical Understanding and Approach

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You must demonstrate an understanding of the statement of work'and awakneS

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order objectives and-activities required. Provide a work plan that outlines your approach
for developing promotional awareness and informational materials. Describe +our
expertise in formative research, graphic design, and social marketing strategiei. Provide
a milestone schedule that maps out your plan for accomplishing the deliverablbs, with
..-y- dates for the government to consider for task order award purposes. I
2. Personnel Oualifications
(a) .A staffing plan must be provided. Your proposal must demonstrate your ability to
provide technical staff who-aretrained, skilled and experienced to perfom' all
aspects of the scope of work. I
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(b) Resumes of all Key Personnel shall be provided. Resumes shall be a maxibum of
(2) pages single-sided. I I
Business Proposa'
Your business proposal shall set forth your proposed price based on a CPFF badis.
I other
Categories and amounts for labor, materials, travel, computer time, overhead and
direct costs are required. I
The estimated direct labor dollars (broken out by hours and rates for each month of
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effort) for each individual assigned tolproposed for the task order. The hours d d rates
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shall be appropriate for the labor categorylposition title of each individual proposed.
Proposed travel (if applicable) shall be broken out into number of tnps, number of
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travelers and duration of trip (including transit time) for each destination. Cost detail
shall be shown for all items including commercial transportation. daily per died rates.
personal mileage, daily care rental, etc.
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.hi6x$lanatiori and basis
. .shall beprovided f i r each item of "Other Direct Cost)'
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proposed such as. mateiials,
. reproduction costs,etc: - :*. .I.:.
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Your proposal will be evaluated based on the technical and business information you sbbmit in
response to the above as well as your past performance in performing the same or similar type
tasks. Additionally, we will perform a cost realism analysis on your proposal to d e t e 4 i n e what
the Government should realistically expect to pay for the proposed effort, your underst$nding of
the work and your ability to perform the task order. I
Your proposal is due by Z%&P.M. EDT on Friday, August 31,2001 to the following address: I
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Centers formedicare and Medicaid Services I
4Tl-N: Ms. Juanita Pang, Contract Specialist
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Mailstop: C2-2 1 - 1 5
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7500 Security Boulevard
~ a l t i h o r eMD
, 2 1244-1850
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The LRFP does not commit the Government to pay any cost for the preparation and submission
of a proposal. h addition, the Contracting Officer is the only individual who can legally
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commit the Government to the expenditures%f public h i & in connection with ~~~~~~~~~~ed -
procurement. I
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If you have any questions, please contact Juanita Pang at (41 0) 786-5538 or the undersigned on
(4 10) 786-5 163.
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Sincerely,
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Mary E. Jones
Contracting Officer I
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Attachment:
Statement of Work (4 pages)
Statement of Work
Bone Mass Measurements Screening
LRFP 01-012
-- Background -~-
The Balanced Budget Act (BBA) of 1997 expanded Medicare coverage of prev ntive
services which included bone mass measurements (BMM) under of Part B1 if dl :ermined
medically necessary. As a result ofreports that indicate that preventive service: are
underutilized in the Medicare population CMS determined that beneficiaries ne ded to be
-educated about such coverage. Although zeveral of the preventive services (inf lenza
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-- immuiii%ation,-colorectal cancerscreening,~ikarnmography,etc.) are recornrnenc ed for --
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the general Medicare populatio<some may not be-generally_recpmended.. : BMM-_

is assigned to the group ofpreventive services that warrant cautious moRironng since
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there is not a medical consensus about who should b screened and whether or I ~t the ..
early detection can prevent the disease osteoporosis. BMM is a radiologxal or

radioisotopic procedure or other procedure: (1) performed with a bone densitorr :ter or a
bone sonometer (ultrasound) device that has been approved or cleared for markc ling by
the Food and Drug Administration (FDA) (2) performed on a qualified individu 1 for the
purpose of identifying bone mass or detecting bone loss or deterinining bone qu lity, and
(3) includes a physjcian's interpretation of the results of the procedure.
- CMS is planning an education and-awareness promotion to increase BMM screc ling of

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women at risk for osteoporosis. In order to raise public awareness of Medicare overage
for BIVIM t e s t s ; 4 ~ a s - c o n d u c t e dfocus group testing with some of the Medic ire
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- population to determine their knowledge and attitudes about osteoporosis, BMh tests,
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and hormone replacement'therapy. The formative researchmught to obtain wo: ien's -
reactions to aneducational pamphlet about osteoporosis. The focus grkLps targ Fed- -
women ages 65 to 7 5 i n three cities. We have also canvassed the medical comn mity to
determine their p&itions, attitudes, and knowledge concerning BMM testing.
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1n order to compl'er&nt our efforts wBhave partri&%dwith the ~ j j e n c yfor Heah Isare.
Research and Quality (AHRQ), the Center for Disease Control and Prevention, I ie U.S.
Preventive Services Task FO~C~'(USPSTF). Our partnership with AHRQ includ San
inter-agency agreement from which CMS expects promotional and awareness m :sages,
based on an evidence report and USPSTF recommendations. ,
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The current CMS contractor and AHRQ have provided CMS with proposed conburner
and provider messages. The messages and awareness information rnust-now be 'focused
tested, revised, and formatted for design.
contractor Activities
The contractor shall analyze the formative research data, developed mdssages
and other related information to create the final promotional awareness messageis) and
informational material. The contractor shall focus test the messages and info4ation for
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understandability and take action effectiveness. The contractor shall use form itive
information and social marketing knowledge, to develop the graphic design ar d format
for the awareness materials. CMS must be assured that the contractor will util ze and
follow the information available for creating CMS and govenunent publicatior 5, 1.e.. low
- literacy testing, color design, fo-nt size, etc. The contractor shall recommend t le
appropriate marketing strategies, e.g., distribution points, media format. media source.
etc, and options for best informing and communicating with the targeted audiel ce(s).
As explained above, the contractor shall provide expert assistance and analysis . The
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work shall include, but not be limited to:
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review-p_re-existingefforts and products designed to ac i e v e the.
identified goal from CMS f i t h e r groups or agencies. As v_e_s u- l t of this u
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contractor shall developa Project Management Plan. r- r = * .
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The contractor shall plan and conduct cpalitative and formative research to develop
final messages and informational material that includes identification of cul rural,
linguistic and functional bamers within the targeted audience, health care p .oviders,
advocacy groups to obtain their knowledge and attitudes about the message s) and the
information awareness material. The research should provide evidence thal the
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proposed mategals convey information that consumers need. The sixteen ( 6) focus
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groups shall be dnducted in each CMS regional consortium and shall be cc. mprised
of women aged 55'to 70. - . .
Provide t o p h e presentation of finding and provide a detailed written anal] sis of t f g .. . . .. . --

focus group results.
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Revise material based upon CMS's comments and requirements.
Provide recommendations for evaluating the effectiveness of the awareness messages

and iGformationa1 materials.
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The contractor will make appropriate modifications to the awareness materi 11s based
upon consumer research and CMS recommendations.
The contractor will be responsible for providing CMS with the final specific d and
agreed upon products, such as the required graphic design, language (messa ;e and
information) distribution points, summary reports, etc. This shall be providl :d in
camera-ready format in accordance with Government Printing Office-(GPO
specifications.
The contractor shall develop a detailed Tactic Plan for promoting Medicare-ccI V (xed
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preventive services with materials that are other than print and video. These rrlatI erials
could be proposed to promote the entire package of Medicare-covered prevent i ycI
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services, a specific preventive benefit, or a preventive service message. Exam.
promotional materials are rehgerator magnets, magnifiers, mugs, pens, etc. T
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contractor shall provide samples for at least thirty-six'(36) options.
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The Tactic Plan itself shall consist of a report no less than 25 pages, but no more than 50
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pages, that details how to use promotional items to increase awareness of Med:ic,a ue-
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covered preventive services to a senior audience that according to the National dult
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Literacy Survey (NALS) does not read. Tnh NALS found that 44% of adults a! ;eci 65+ do
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impairments such as vis-ion or other impediments. -The Tactic Plan shall addres t h e g --, ;
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issues of physical; visual an&cognitive impairments with respect to r e c m m e nd a,tions on .. . - -
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using.promotiona1 materials. -. . .
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This Tactic Plan shall propose to CMS a list of promotion items, prototypes of th e items,
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cost for mass producing the items, a distribution and use plan, and rationale wf the
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items proposed are appropriate for a senior audience (age 65-t). The contract01- sl?all
conduct four focus groups with senior audiences in the Baltimore area to gain f -eeI dback
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on the appropriateyss and desireability of promotional items. The actual prorr .ional .. --
items shall be share&ith participants in these focus groups.
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- At least six promotional items shall be developed as a prototype and at least 50
each of these V y p e items shall be provided.
The contractor must

.- prepare all written deliverables, in the following formats:
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Paper, bound in. the number of copies

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. for
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Paper, unbound suitable
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Electronic, in a format usable by MSWord 97, or Word Perfect 6.1. I
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Electroniqin HTML format for posting on the CMS website.
Finally, the CMS Task Leader requires a pdf. version of the entire deliv&ible h7 aiddition
to.the above.
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DELIVERABLES:
I'IEM DESCRIPTION DUE DATE I

1. Kick-Off Meeting Within two (2) weeks f b ~ o w i n ~ i
BaltimoreNashington
area; copies of meeting
award of contract. I
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Inotes to all mtg. I
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( participants and GTL II
2. Review Existing I 1 electronic and 8 / Draft: October 31,2001 I
Materials & evel lo^ hardcopies to GTL . Final: November 7,2001

Project Management
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.Plan.- - -:. .- . -- - - . -
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3. Top Line Report of . I electronic and 8 copies io - Draft: January 23, 2Q@ ,.. ---, I,
Focus Group Test' -- - ( GTL 1 Final: ~anuary30,--20012 - 1
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4. ClearancelCornrnents Held in the ] February 5,2002
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Meeting BaltimoreNashington
notes to all mtg.
, participants and GTL
5. Final Development ,. I 1 set sent to GTL 1 Draft: February 20,2002 I
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Reports I Final: February 27,20102
6. Final Message1 - I 1 Copy to GTL Draft: March 7,2002 1
Informational Materials
7 . Camera-Ready" -
"-1 Copy to GTL
Materials
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8. Monthly Status 1 electronic; 1 copy to In accordance with scx)ionE.2
Reports GTL; 1 copy to Contract of the Base Contract. /
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Tactic Plan..Deliverables-:- 1 . ...-
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1 1. Identify Materials _ . -1 36 samples copies of I October 30,2001 I I

) materials to GTL 1
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Focus Group Test GTL
December 21,2001 _ I
I of ~romotionalItems prototype to GTL
1 4. Tactic Plan 1 electronic an.d 8 copies to January 21,2002 1
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Period of Performance:
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The period of performance-for this task order is from date of award through arch 2 1,
2002. I
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DEPARTMENT OF HEALTH & HUMAN SERMCES THE C E ~ ~ E RFOR

S VEDICMU &\I,
V E D I C A I D SER\ I C t S ( C \Is,
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7500 ~ e L u r i t yBoulevard
~ a ~ t i r n d r MD
e , 21244-1850
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To: Ketchum August 20.200 1

ATTN: Mr. David Cornell, Contract Administrator
2000 L Street, N.W.
Suite 300
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~ e t t e r ' k e ~ u eFsot r - P r o p o s ~ ~ u m b0e1-0
r 1 3 Under ThqCmLsrs for M e d d r g a
Medicaid Services-(CMS) Consumer Research and ~ommunicatiom-(cud)--. .- . . ... . .
Umbrella Contract Number 500-0 1-0002 .. I
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Dear Mr. Cornell: I

You are invited to submit a proposal in response to this Letter Request For Proposal (LRFP)
Number 0 1-013 for a proposed follow on task order under the subject contract. The specific - --
work to be performed under this task order is a continuation of effort for promotmg informed --*
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choices and making usefhkhta available to consumers on health quality care. The Government
- anticipates award of a Cost Plus Fixed Fee (CPFF) task order for this statement of wolk. The
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anticipated period of performance for the entire task order is twenty-four (24) months from the
date of contract awar&+here--ae seven (7) subtasks, which have staggered period of ( - . ..:, _- _I
performance time frames. Your response niust be in accordance with --- -

the requirements set forth
in-Section G.Tentitled "Task Order Proposals (IDJQ)" of the subject contractmd thisj -- --=
correspondence. 1
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You are request~dto provide a hard copy (origmal and four copies) of your technical and
he following-should bejncluded: .:.-:.=: --.. ..I
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I . Technical Understanding and Aperoach (Nut To Exceed 60 Pages Total: dubtask

#6 Not To Exceed 20 Pages)
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You must demonstrate an understanding- of the statement of work and awareneds of task
..-: ..order objectives and activities required. Provide a work plan that outlines your approach
for developing promotional awareness and informational materials. Describe your
expertise in formative research, graphic design, and social marketing ~ t r a t e ~ e sProvide
.1
a.milestone schedule that maps out your'plan for accomplishing the deliverable;, with
dates-for the government to consider for task order award purposes.
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2. Personnel Oualifications (As ~ttachrnent;Not Counted Towards Page ~ i d t )
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(a) A staffing plan must be provided. Your proposal must demonstrate your ab/lity to
provide technical staff who are trained, skilled and experienced to perform a11
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aspects of the scope of work. ,
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(b) Resumes of all Key Pkrsonnel shall be provided. Resumes shall be a manidum of
(2) pages single-sided. I
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3. Business Proposal ,iWo Page Limit)
Your business proposal shall set forth your proposed price based on a CPFF t
C\
is.
Categories and amounts for labor, materials, travel, computer time, overhead d other
direct costs are required. Your business proposal shall segregate costs for eac Subtask.
as well as providing a table, which reflects a comprehensive view of total cos
associated with all subtasks.
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The estimated direct labor dollars-(broken out by hours and rates for each mo lof
effort) for each individual assigned tolproposed for the task order. The hours d rates
shall be appropriate for the labor categorylposition title of each individual prc sed.
Detailed costs for any proposed subcontractors shall also be provided, if appli ble.
.\
- Proposed travel (if applicable) shall be brcken out into number of trips, numb
CL -- - - travelers ;nd duration of trip (%luding transit time) for each destmation.. Co.
shall be shown for all itemsincluding commercial tr~nsport&dirdaily--+a dl,
personal mileage, daily care rental, etc. -.
An explanation and basis shall be provided for each item of "Other Direct Co
proposed such as materials, reproduction costs, etc.
Past Performance (As Attachment; Not Counted Towards Page Limit)

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Provide a list of thB& (3) references for similar services within the past 5 yea: hat can
address your capabilities for this Qsk order: - .
- Brief Description
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Company .-
Contract Number
Point ofContact/Name/Phone Number
Period of Performance
.Contract Amount - _. .. .* . ..- --
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NOTE: It is acceptable . provide
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. than three references in order to acco t for . ..
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significant subcontractors that may be on your team.
Your proposal will be evaluated based on the technical and business information you bmit in
response to the above as well as your past performance in performing the same or sin lr type
tasks. Additionally, we will perform a cost realism analysis on your pr~posalto~jete*ne what
the Government should realistically expect to pay for the proposed effort, your under: nding of
the work and your ability to perform the task order.
Your proposal is due by 2:00 P.M. EDT on Tuesday, September 4,2001 to the follc ing
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address:
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Centers for Medicare and Medicaid Services

ATTN: Ms. Juanita Pang, Contract Specialist
Mailstop: C2-2 1 - 1 5
Baltimore, MD 2 1244- 1850
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The LRFP does not commit the Government to pay any cost for the preparation and SU'bmission
I
of a proposal. In addition, the Contracting Officer is the oily individual who can leg- a1 lY
1
commit the Government to the expenditures of public funds in connection with the p ro13osed
procurement. ..
.- If you have any questions, please contact Juanita Pang at (410) 786-5538 or the undeirsi gned on
I
Sincerely,
Y
- - Mary E. Jones
Contracting O f f ~ e -r --*
- - .= = r ,
p
- -: 2
. .
Attachment: 51 ..
Statement of Work (5-2pages)
IP - ;T. -
-
Fa..- :
2.- .s,:
STATEMENT OF WORK:
Research on Reporting Strategies for Lnformed Consumer Use of Health Care Qualip Data
STATEMENT OF WORK:
Research on Reporting Strategies for
Informed Consumer Use of Health Care Qualie Data
This task order builds on previous researchwork conducted by the Contractor anc its partners in
the areas of promoting informed choice and making useful to consumers data ava able on health
- . . .. -
-,.. -
.
-
care quality. Seven major subtasks of this l o p a l follow-on to Task Order 0002 r
- the following pages. In brief, under the new task order, the Contractor shall cond
- . ..
-- -
...-
-- . . - ----
--
:-
.
-.
1. Consumer testing regarding public dissemination 6f home h e a b ~ a r quality

OASIS outcome rep&& (1 rmonths, beginning in month I ).
e_----. .
e outlined on
ct work on:
ata h e &
- .
on
.
. -
- .-
- -----
..
2. ~ o n s ~ m e r l ~ r o v i d e r ~ regarding
e s t i n ~ public dissemination-of hospital and hea h care facility .
comparative performance information based on clinical performance metrics ; id patient
satisfaction s k v e y s (1 5 months, beginning in month 2).
3. Consumer testing regarding consumer preference for decision tools versus scc ecards ( 1 5
months, beginning in month 5)
4. Research to define the audiences for healthcare quality data (1 5 months, begir ling in month . ... - --
1 ). ;:'
\.: ..
< ,
5. Testing a screener to assess beneficiary skill with comparative charts and alte:
--
narrative presentations (I 5 m o n t h , beginning in month 3).
, 6 . Testing stage-matched interventions to promote informed health plan choice ( 9 months,
begnning in i;ib"n"eh 4) .".+ -- .-
-
. 7 As a final product ofthe-task order, the Contractor shall summarize, analyze, ~d synthesize
--A-
findings from the above six.areas and their implications for CMS program opc ations-
policies and procedures (4 months, begnning in month 2 1).
--
- --_-- .. -- -- .
The period of pe;fonna&e of this Task Order is 24 months. Dates for deliverabl
subtask are noted below In the description of each subtask.
MeetingIReporting Requirements for the Task Order as a Whole
1n.addition to therequirements pertaining to the particular subtasks, the Contract0 shall perform
. '.c..
the following requirements for the Task Order as a whole: _- - _..
1 . Kick-Off Meeting
Prior to October 1,2001, the Contractor shall participate in a kick-off meeting nd
orientation (Deliverable #1) to introduce team members, meet key governmen ~ersonneland
set overall expectations and objectives for the Task Order. Key subcontractor 2presentatives
may be included, if available
-
and if pertinent subtasks will commence immedi ely.
STATEMENT OF WORK:
Research on Reporting Strategies for Informed Consumer Use of Health Care Quality Data
Additional, but more circumscribed, kick-off meetings may be required at the
-. commencement of each subtask.-
2. Task Order Management Plan
A draft preliminary Task Order management plan shall be submitted within 2 veeks of the
kick-off meeting (Deliverable #2), to coordinate the initiation and sequencing )f subtasks,
personnel, timelines and expenditures. The Task Order management plan shal I identify who
- - --
is responsible for which activity and deliverable for each subtask, with greater detail for
- those snbtasks-beginning ~mrnediately. The-Task Order Management Plan wil be reviewed
-- by the Government Task ~ e a d z ( Gand

document. .. --
) Contractor shall revise and fin ilize the
~ ~the
--a-
- -
-&-
-- .- .-
-
4 -- .-
-.
3. Monthly Status Reports
Provide monthly contractor status reports on activities and deliverables in accc rdance with
Section F.2 of the Base Contract. The reports shall detail expenditures to date and also show
the number of hours worked by staff members (broken down by tasks). Repor s to the
subtask leaders shall contain information on the subtask alone, but the other re ~ o r t sshall
contain both subtask details and summaries for work on the entire task order (I Ieliverable
#3). <
.,:
,*'
- *
schedule of ~eliverables
Schedule of Deliverables for Task Order s a Whole

- ITEM DESCRIPTION ---- DUE I
1. Task Order Kick-off Held in Baltimore; copies of Within t h o (2f
.-.- ~
1 meetingnotes sent to all following awarc of contract
meeting participants
2. Task order Management 1 Electronic copy in Microsoft Draft within tw' (2) weeks
IWord 97 following awarc - -of
- - -contract;
-..--.. s-
Draft final within fivc (5) business

-. .
Final days after CMS returns
comments on dl aft.
3. Monthly Status Reports 4 copies; 1 to Project Officer, On or before thc 1 5Ih day of
1 to GTL, 1 to Subtask each month foll )wing the first
.-- .: -
Leader, 1 to Contract full month of pc rformance
Suecialist (IAW F2r.Of I32 se Contract)
STATEMENT OF WORK:
- 1
Subtask 1: Consumer Testing Regarding Public Dissemination of Home HealthI Care
Quality Data Based on OASIS 0utc6me Reports
..
I. Scope
.:.
- T h epurpese of this project is to conduct consumer testing for previously-developec lome health
..
- g\laliti-~fc&&tcome measures,Esed on OASIS outcome reports. Consumer te ing shall
0 - : -
-- ..
.
evaluate these measur.esfor us.e,pn the www.medicare.gov web3iteSr5 detemine-f. - - . .

., - .--- --
--:
. .- ..
meaningfulness and value to consumers of specific outcome information, and to d;

whether consumers understand the proposed language sirid presentationof such infi mation (and -
any related material).
This Statement of Work shall describe the activities to be undertaken by the Contn tor in order . .
to conduct consumer testing of agency-specific measures to be used for the www.n dicare.gov
web site. As a part of this effort, it is anticipated that the Contractor shall: . . - -
.-.-
. ..~
,.,. -. - . a.
-
Develop an appropriate research plan.
A-
..- .. ..- testing of the proposed measures for the agency-spe fic consumer
Conduct copumqr
.,~.~-L.~.
.- .. ..
-. .
. . . . . - --
7.
information OASIS outcome reports.
11. Background
.-
As a part of a'contract with CMS (Contract 500-94-0054, Design and Implementatj n of the
-. - .--
-5.
' + Medicare Quality-~Assurance'Demonstrat~on), thecenier forHealth Services- .Resea
... .
. -
UniVersity of Colorado, shill provide recommended OASIS outcome measures on
agencies to the Center for-Beneficiary-Choices (CBC) and its Contractor. These itc IS will be
considered.for inclusion in a database that will be publicly accessible from the
www.medicare.gov web site. This information shall be derived from OASIS outco~ :reports. In
developing these measures, it is anticipated that CHSR will also review and assess )tential data
.Cte~ns-according to cost, ease of generation, appropriateness, meaning, level of accu ICY and -I-1-
validity, potential value to patients and other interested parties, possible uses and m uses, need
for explanation and interpretation, potential detractions to use, objections to use, etc In addition,
CHSR (under the direction of the CMS project Officer for contract 500-94-0054) M 1 act in an
advisory capacity to provide consultation regarding OASIS information to the CBC nd its
Contractor. ... . -
STATEMENT OF WORK:
.
Research on Reporting Strategies for informed Consumer Use of Health Care Quality Data
~
-.-
By August 200 1, CHSR is expected to submit the final. recommended measures to the Centers
for Medicare & Medicaid ~ e r v i c e- - < { for
~ ~use
~ )on the vw-w.rnedicave.govweb s te.
.-
111. Requirements
Independently, and not as an agent of the Government, the Contractor shall furnish all the
-necessaw services, qualified personnel, material, equipment, and facilities, not othc w i s e
-
... .- . -
. +xovided b i tlii Government, a s nk3ed to perf6-m the requirements of the. Statem( nt of ~ b ' r k .
-.... . .
.. . .
. . - - .-
.-. .. ..-
.. ---- -- -7- .. - -- --
- .
._-
. .
1. Development of a Research Plan --'
The Contractor shall perform the following activities as a part oj the

development of an appropriate research plan for this project:
Hold a subtask kickoff meeting (Deliverable #2) with CMS : taff fiom
'"Qpeficiary Education and Assessment Group (BEAG) and ?om other
g-roups in the Center for Beneficiary Choices (CBC), andlor rom the
Office of CliniEal Standards and Quality (OCSQ) to review ( xpectations
,,.,->**. for ...- work to be performed, necessary deliverables, and du :dates.
..-.the
- ... -- Develop and submit a subtask m a n a g e m a n d work plan w th a more
detailed'.schedule of deliverables (Deliverable #3).' m e wo3 'plan-W i 1I
include tasks necessary to complete consumer testing for me lsures to be
.-
- used in the www.medicar-e.govdatabase. The proposed work plan and
, . .+
detailed schedule of deliverables must be reviewed and appn ved by the
Subtask-leader. ---
... :- . . . --. ...-.
. . .
.. .:- .--:..-;
-a - /.
Submit alt findmgs in Microsoft Office 97, andlor PowerPo t 4.0 or . -

earlier version, as well as in hard copy. The final report, on :approved
by the CMS subtask lead, should also be submitted In Adob Acrobat
format.
_ ._.- -
_I-..
2. Consumer Testing for Proposed Measures to be Used on the "Healthy

Home Care" Web Site
By August 2001, CH-SR is expected to submit the final, recomm :nded

measures to the Centers for Medicare & Medicaid Services (CN S) for use on
the www.me8icare.gov web site. Using these recommended me sures, the
STATEMENT OF WORK:
Research on Reporting Strategies for Informed Consumer Use of Health Care Qualitv Data
Contractor shall conduct consumer testing for a sample of appr lximately 50

beneficiaries a d o r other potential reviewers of the mu-.medi ar-e.gollweb
site.
The Contractor shall provide, but not be limited to the followin : activities:
a Establish weekly conference calls or meetings with the Sub ask leader to
- - -
.. .~ - -
identify and review the status of each part of the work, pot€ ~tialproblems,
- ... .
--- . ..
issues ..that need to be resfilved, schedule for meeting d i e d: es, and
-CI --. - ..
. - ..
- .
additional
-. - -
- -- support that may be~required(Debverable #-I-- )-. -
*
- .-
..F
. .
.-
*
.
4
....-
- .
--*-
Develop a timetable and cost estimate for the consumer tesi ng of the -. ..
proposed agency-specific measures (Deliverable # 5 ) .
a Present preliminary research plan for consumer testing to a] propriate

CMS staff. Allow time for Subtask leader review and apprc val of the
research plan and its component sections prior to implemen ation . .. - ..-
"'@liverable # 5 ) . . --a
Determine the iiumber of locations, and individuals at each ocation, to be

interviewed.
- ..: . The Subtask leader and the Contractor shall a; ree on the
2 h . A . -
-. - .. . . . ,. . -_.1
varia6ies used to select beneficiary (and other) interviewee! (e.g., race,

. . -- .age, geographic location, level of educatio~,relationship to ndividuals
feceiving home health servic-es,etc.). The Contractm shall- . a t u p and
submit a proposed screener to be used to select beneficiary
---interviewees/participants(Deliverable #6). All screeners, p otocols,
*
reports, and presentations shall be submitted in draft form v ith adequate . -...
-. -. -- . .. - - . - time fortlie subtask leader and.-thers (such as Technical E? 3ert Panel
.. . -. . -r-ico-mm-ind
%
.
..-
members or consultants) toreview, comment on, discuss, a]
revision prim to the finalization of those materials. .. -
a Conduct readability and reading level tests on the proposed wblic

information measures (Deliverable #8). Is the proposed Ian uage
, .- - understandable or too technical, and are the measures descn led from the
benefic~ary'spoint of vlew? ..-..
a With assistance and recommendations from CHSR, develop mock-up, or

,-
prototype, of proposed web site for use in beneficiary testin; (Deliverable
#7). .. -
STATEMENT OF WORK:
Research on Reporting Strategies for Informed Consumer Use of Health Care Oualitv Data
With the participation/assistance of CHSR, develop and prc sent the

recornrnendkdoutcome measures, along with a demon st rat^ In of the
methodology to be used for beneficiary/consumer testing, t Review Panel
selected in consultation with the CMS Project Officer for tl e CHSR
project developing the measures (Deliverable #8).
-
. .- -
-
.
, ~ .
- .-
-
.-
. .
-.
-
.-.
...-. - . -
. .
-
Conduct navigational;format, and usability testing with be1 eficiaries
-
insofar as these
-. features-affect comprehension of informatic
site-. The Contractor shall test interviewee's reactions to thl
information provided (i.e., thoroughness, ~Zidnk~~&iclani;
understandability), as well as their reactions to the organiza :ion of data-:----
(.i.e., the order and combination of measures presented). Tk e Contractor
shall conduct concept testing with beneficiaries, caregvers: and other
potential web site reviewers. The Contractor shall ask cons1 .mers what it is
they want to see on the web site, or what measures they wo ild find most
useful (Deliverable #9).
,#'
Videotape all interviews, as the research allows (Deliverabl :#9). Video
cameras should be focused on the beneficiary who is speak ng. A-release
must be obtained from all beneficiarieslparticipants that wil allow CMS t d
, ,vjdegtape interviews, provided that beneficiaries1 participar ts are not
--... .. . . - ..
identified by name.
I
preparea written Top Line report that follows th&<;otoco?o; w%%plan,
and present Top Line report findings orally in a ~ o w e r ~ o ipresentation
n/
to CMS staff within 7 workdays after the research has been completed.
The .demographics
. .... for all participants will be summarized fbr submission
wsith the-Top LitE report (~e3ir'verable# 1 0). ,, . . -- .1 - . .-
i
Sbbmit a more detailed Final Report within 2 weeks after the research has
been completed. This report shall include quotes from beneficiaries to
illustrate. the findings (Deliverable # 1 1 ). .
'
i
Develop and provide oral presentationshriefings regardingthe findings to
appropriate CMS staff, and possibly, at the discretidirof thk subtask
leader, to a separately convened review panel (Deliverable # 12).
I
The Contractor, subcontractor, and consultants shall discus4 with the
subtask leaderany opportunities to publicize and dissemindte research
findings and shall not pursue publication or presentation relating to
subtaskfindings without consulting the subtask leader. !
'
STATEMENT OF WORK:
Research on Reporting Strateg~esfor Informed Consumer Use of Health Care Quality Data
IV. Schedule of Deliverables
:hedule of Deliverable~for Subt;

ITEM - 1
DESCRIPTION
1. Conference Calls Conference calls or meetings Weekly, unless f-equiredmore
between Project and CMS or less often.
staff regarding status of
project.
m e t i n g held fn Baltimore to Within one monlh following
review project expectations ---
m w d of contrZct"
- -
..r --
and due dates. Tr --
3. Subtask Management and 1 Electronic copy in Microsoft Draft within foul (4) weeks
Work Plan Word 97 following award!of contract;
Draft final within five (5) business
Final days after CMS returns
comments on d r h .
4. Kick-off Meetings Minutes Copies of meeting notes sent Draft within one (1) week of
Draft .
%r.
,.I'
to all meeting participants. meeting; final within 5
Final business days after CMS
.*
returns comments on draft.
5. Research Protocol. - -.. ...
.a*-
1 electronic and 2 hard copies Draft within one ( 1 ) month
,-
timetable, and cost of proposed research protocol, following com'encem&t of

estlmak timetable, and estimates of .,- subtask: final wihhin 5
Draft costs to be incurred. busine~s~days a3e"rS
Final returns comments on draft.
6. Screener =-
1 electronic and 2 hard copies Draft within twd (2) month
Draft- of proposed screener for following commlencement of
Final ..- subjects to participate in subtask; finalkibhin 5
bus'iness d-ai.i a-fie:. .cMS-.-
research.
-- . - -
. returns comments on draft.
7. Readability testing report; Report on results of testing the Draft report due /at end of
prototypes and testing readability and usability of fourth month of 'contract; final
materials beneficiary testing materials report, as well ad final
:. - Draft - - (e.g., mock-up or prototype of prototypes and &ting
Final testing materials) hater&,-within1 5 business
days after receiving CMS
feedback. I
8. Proposal on outcome Contractor shall present Draft presentatiob shall occur
measures and testing . recommended outcome during fifth month of contract;
mechanism measures and testing final measures aid mechanism
Presentation of draft mechanism in draft form to
.- report shall be submitted by
I
.
STATEMENT OF WORK:
Research on Reporting Strategies for Informed Consumer Use of Health Care Quallty Data 1
Delivery of final Review panel; final measures end of 5Ih month. , I
I
andlmechanism shall be
presented in written form: One
(1) Electronic copy in Microsoft
Word 97 and two ( 2 ) hard co~ies.
9. Consumer testing of Consumer testing shall be Testing shall occur during
content, format, navigation, conducted by Contractor and months 6-9 of cbntract;
and usability. t . VHS videotapes shall be videotapes shall be submitted
-- s&mitted by end of month 9. .
10. Top Line repart .- .. 1 electronic and 2 hard copies =aft wi~hln-two-{2)5eeL<bf
Dwft -.
final consumermdestingsesslm;
Final final report, 5 b Jsiness days
after receiving cbmments from
CMS.
1 1. Final report for subtask 1 electronic and 2 hard copies Draft within two (2) months of
Draft final consumer desting session;
Final final report, 5 b h n e s s days
. ,.
~
*: ;
4-;
. afier receiving domments from
CMS. --
12. Briefing for CMS staff ~rafimultimediapresentation The CMS presentation shall
and to review panel,,.. .. .+ to CMS staff and to a separate occur within twb (2) months .
.
review panel. of final consumkr testing

- . ~ -. .
..
-----session; the revibw panel
; presentalion, if$eid1-sfiall_
I
<+
.-
1 1 occur during thd period of
performance of ihe task order.
!
1
~
STATEMENT OF WORK:
Research on Reporting Strategies for Informed Consumer Use of Health Care Oualitv Data
--
Subtask 2: Consumer/provider festing regarding public dissemination of hos ital and
healthcare facility comparative performance information based on clinical pf formance
metrics and patient satisfaction surveys.. . . .
- --
I.
- The
-
Scope
- -
h
ot'thcs project-is to co-duct consumerlprovider testing for previously eveloped

clinical performance measures and patient satisfaction-survey nfeamEs for-hospic s-;a66 othe?
health care facilities. ~ & n s u k e > ~ r o v i dtestmg
er will evaluate these measures on I )W ..
consumers1providers get to the information, what motivates information use and v lat impact
does the information have in the consumer-provider relationship.
11. Background
The recent Institute oQ@dicine report, Crossing the Quality Chasm call for the hl dth care
system to make information available to patients and their families that allows the: to make
.-
informed decisions when selecting a health plan, hospital, or clinical practice, or c 3osing among
,alternative treatments. This should include information describing the system's pt formance on
.. .
safety, e ~ i d e n c e - b a ~ ~ ~ F a cand
t E epatient
, satisfaction. Previous work under Clv ; contracis
with Qualidigrn and BarentsIKPMG began to study the presenEicn of hospital qu lity data to
consumersl but did so m d e r significant constraints and parameters. C u r r m o r k iifl--extend.
but not duplicate, prior research.
.-
This Statemeat of Work will describe the activities to be undertaken by the Contra tor in order to
- --- - - - conduct consumerlprovi~ertesting of hospital performance measures to be used
.
fo public
* -*.-
. .... . , -.-
reporting. As a of this effort, it is anticipatedthat the Contractor shall:
Conduct consumerlprovider testing of the hospital performance measures i n c l ~ive of

...f-.hospitalclinical measures and patient satisfaction surveys.
.-- .
The work may be extended to performance measures of other healthcare facilities ( , providers at
I
"
the discretion of the CMS Subtask leader.

-
STATEMENT OF WORK:
Research on Reporting Strategies for Informed Consumer Use of Health Care Q u a h v Data
-. - -
Ill. Requirements
Independently, and not as a agent o,f the Government, the Contractor shall lmish all the
necessary services, qualified material, equipment, and facilities. lot otherwise
provided by the Government, as needed to perform the requirements of the Statement of
Work. %
..
. - ...
. .- - ... - .
,
.
- .. , .-
CI. _-
---: - - . - 1. - ~ e v e l o ~ m e O . . . c -
n t F~esearch-plan
~ .- =..- .- . . . =:
- , . ,. I- -
The Contractor shall perform the following activities as a part o the

development of an appropriate reseaich plan for this project:
Hold a subtask kickoff meeting (Deliverable #2) with CMS taff from the
Center for Beneficiary Choices' (CBC) Beneficiary Educatic n and
Assessment Group (BEAG), the Center for Medicaid and St te Operations
(CMSO) andlor the Center for Medicare Management (CMI [), to review
'qpectations for the work to be performed, necessary delive ~bles,and due
dates. The CMS subtask leader will work with the Contrac Ir to ,
determine the appropriate staff from other CMS component: who will be -.
.....,..d
engaged
.,
in this work.
Develop and submit a subtask managemetand workplan w th a more

detailed schedule of deliverables (Deliverable #3). ' "
-- II -
*- Develop a research plan, timetable, and cost estimate for
consumer/provider testing regarding public disseminationp. comparative
- hospital-perfonname i n f o r m a t h based on clinjcal perform nce,-,
*
metrics
--
and patient satisfaction surveys. The research plan should il Aude all tasks
necessary-to €any out project. Unless otherwise specified b the subtask
lead, "comparative hospital performance information" shall le refer to
care for acute myocardial infarction (AMI), congestive hart ai I ure,
pneumonia, and other CMS- or JCAHO-designated diseases 3r disorders
-
for which treatment is routinely provided at hospitals or the elevant type
of health care facility. .*.. . ..
The Contractor shall present the research plan, timetable an cost estimate
(Deliverable # 5) to CMS staff with time for review and app wal prior to
implementation, _
STATEMENT OF WORK:
Research on Reporting Strategies for Informed Consumer Use of Health Care Qualit).. Data
Submit all findings in Microsoft Office 97, and/or PowerPc 11 4.0 or

earlier version,-as well as in hard copy. The final report, or; e approved
by the CMS subtask lead, should be submitted in Adobe Ac )bat formar.
2. Conduct c o n s ~ r n e r / ~ r o ~ dtesting
er of comparative data
-
The Contractor shall provide, but not be limited to the followin activities:
- - -
-
-
-- _ .
- -
-
- -e Establish weekly confereiice calls or meetings with the CM 's subtask .- .-

leader to identify and review the status o f eackpart of the a rk, potenrid - .
--.--
proble&<-issues that need to be resolved, schedule f6i-mkel igdue dates,.: .
and additional support that may be required (Deliverable # 1 -. .
Develop a timetable and cost estimate for the consumer test ~gof the
proposed agency-specific measures (Deliverable # 5).
Present preliminary research plan for consumer testing to ay ~ropriate = --

P S staff. Allow time for Subtask leader review and apprc fa1of the --A
research plan and its component sections prior to implemen tion

(Deliverable # 3).
-*.-*.- ,,,#
* _-
Update previously conducted research reviews by CMS and ~ther --
- .. - orianizations (e.g. AHRQ, the Kaiser F*n_dation, etc) (Del {erable #6).
. .- - --
Determine the number of locations, and individuals at each )cation, to be
--interviewed for each phase. The project Subtask leader and he Contractor
*
shall agree on the variables used to select beneficiary (and c ~ e r ) ..,
-
.-
interviwees (e.g.;l.ace, age, m a p h i c location, and. level
e.. ..
+ f education,
. -. *
A
.
etc.). The Contractor shall develop and submit a proposed ! reener toTe
used-to.select beneficiary and intermediary interviewees/pa~ cipants
(Deliverable #8). All screeners, protocols, reports and presc [tations shall
be submitted in draft form with adequate time for subtask le der and
others CM-S staff and consultants to review, comment on, di CUSS, and
- recommend revisions prior to finalization of those materials
-+.. - .
Conduct readability and reading level tests on the proposed ublic

information measures' (Deliverable #9). 1s the proposed Ian; lage
understandable or too technical, and are the measures descri ed from the
beneficiary's point
- of view?
STATEMENT OF WORK:
. Research on Reporting Strategies for Informed Consumer Use of Health Care Quality Data
~
Analyze available and relevant secondary data sets of consu ners to

describe andcompare quality users and non-users (e.g. NMI P evaluation:
MCBS, and KaiserIAHRQ Consumer survey). The contract Ir shall
submit a report (Deliverable # 10).
-
Develop mock-up, or prototype, of proposed web site for us
..
beneficiary testing (Deliverable # 10).
~
_._
..
. _
.
.-
.. .
..
.
-..
- - .-.
-
.--
. ... ~ - - -- .
Develop me'thodology to be used for beneficiarylconsumer~~
<C
sting and
-. - , .. .---
submit-the proposed method610gyk ~ r i h ~ ~ ~ e 1 i v e r a#I
-7 I
.- . b [-I.
l . e- . .
conduct qualitative research with primary audiences to undt stand how

and when they use quality information and to describe diffe~nces between
users and non-users. The Contractor shall conduct navigatic lal, format,
and usability testing with beneficiaries insofar as these featu es affect
comprehension of information on the web site. The Contrac or shall test
..: interviewee's
'
reactions to the content of information providt i (i.e.,
Wroughness, usefulness, clarity, and understandability), as dell as their
-- .- reactions to the organization of data (i.e., the order and coml nation of
measures pres&ed). The Contractor shall conduct concept :sting with
.,,.,,..bene&iaries, caregwers, and other potential web site review :rs. The
Contractor shall ask consumers what it is they want to see or the web site,
. .. - .or what measures they would find most-usgful (Deliverable i 12a).
_.
..-
-
The
.
contractor shall submit videotapes (Deliverable # 1 Za).
-. .* P
~ ,.*
. ....
.
Conduct expert interviews to identify potential ~econdar~addiences. The
.
--
~.
contractor shall shimit vid.eoi~&s( ~ e l i v e r a b l e #12b). ...;.II

--_.:. .*.
. .
. .. -
conduct ippidpkiate research to validate potential secondarJ audiences.
Identify the degree to which they use quality information, ad well as how,
when and-with whom they use quality information. . The contractor shall
_
._.. .: .
submit a videotapes or other appropriate documentation of rksearch
7 .
(Deliverable # 12c).
~
Videotape all interviews, as the research allows.

focused on the beneficiary who is speaking. A release must b e obtained
from all participants that will allow CMS to.videotape intediewees,
provided that-beneficiaries/participantsare not identified bq lname
(Deliverables #12a, b, c).
- --
STATEMENT OF WORK:
Research on Reponmg Strategies for Informed Consumer Use of Health Care Quality Data
1
Prepare written Top Line reports for each research activity thLt follows the
protocol or mark plan, and present Top Line report findmgs c/rallv in a
Powerpoint presentation to CMS staff within 14 workdays aqer the
research has been completed. The demographics for all participants will
be summarized for submission with the Top Line report (Deliverable 213).
0 Submit a more detailedzinal Report within 4 weeks after all !esearch has
- been completed. This report shall include quotes from benefilciaries tq
. .. . . ~-
.-
. ~. =.
--.-,--: i1lustrat.e
. ~
..
.. -
theSRndings(Deliverable # 14).
- J _--- -
-
1, ,.p -- d
.* .-
, - -- -I= .
Develop and provide an oral presentationhriefing regarding tlhe findings - -;
to,CMS staff (Deliverable # 1 5). - '

1
The Contractor, subcontractor, and consultants shall discuss +ith the
subtask leader any opportunities to publicize and disseminate' research
findings and shall not pursue publication or presentation relading to
subtask findings without consulting the subtask leader.
* \57
IV. Schedule of Deliverables 1

Scl :dule%fDeliverables for Subt: k 2 !
ITEM,**, , , >, DESCRIPTION DUE DATE
1. Conference Calls Conference calls or meetings Weekly, unless required more
between Project and CMS ---
staff regarding status of
a r less often.
. ..- -
- . - -
project.
2. Subtask Kick-off '= Meeting held in Baltimore to Within two (2) rdonths
,
review project expectations following award bf contract
- .
, I
.. -
and duedates. - , -=
: s.
- ,!
3. Subtask Management and 1 Electronic copy in Microsoft Draft within eight (8fweeks
Work Plan following award bf contract;
Draft final within five 05) business
Final days after CMS rkturns
comments on draft.
4,:~-SubtaskKick-off Meetings Copies of meeting notes sent Draft within one (1 ) week of
Minutes to all meeting participants. subtask ~ i c k - o f meeting;
f
Draft final within 5 bu2iness days
Final after CMS returni comments
on draft.
5 . Research Protocol, 1 electronic and 2 hard copies Draft within two (2) months
timetable, and cost following comdncement of
estimate . ~
subtask; final within 5
STATEMENT OF WORK:
Research on R e ~ o r t i n eStrategies for Informed Consumer Use of Health Care Oualitv Data
Draft business days ter CMS I
Final returns commt ts on draft.

6. Update research review 1 electronic and 2 hard copies Draft within tk :e (3) months
Draft following com encement of
Final subtask; final \ thin 5
business days i ter CMS
returns .cornme :s on draft.
1-.--
-7~. Seccindary
.-.
.-
...
~raft
-
research plan
. .
elecsonic and 2 hard copies Draft' within fc
following
-,--
com
r (4) months
encement .?f
F-inal .. . . -. - .. . subtask,-fial\ &iii -,.
business days ; :er CMS

returns cornme :s on draft.
8. Screener 1 electronic and 2 hard copies Draft within-fc r (4) months
Draft of proposed participant following corn encement of
Final screeners (with subtask; final thin 5
selection/screening variables business days i :er CMS
and geographic location returns comme .s on draft.
selection for consumer
testing).
9. Readability testing report; Report on results of testing the Draft report du at end of
prototypes andtesting .. , readability and usability of seventh (7) ma .h of contract;
materials beneficiary testing materials final report, as ell as final
DraR (e.g., mock-up or prototype of- prototypes and :sting
* ~..-.-
Final testing materials) material:, with 5 business
days after rece: ing CMS
feedback.
10. secondary research report
Draft - - d
-
1 electronic and 2 hard
- ..---
copies Draft within m
of lhe contract:
z h eight (8)
inalwitb 5
Final business days i er CMS
-
.
returns comme s on drafi.
1 1. Proposal on outcome Zontractor shall present Draft presentat n shall occur
measures and testing ~ecommendedoutcome during month c :ht (8) of the
mechanism measures and testing contract; final I zasures and
..-:.>. .
Presentation of draft nechanism in draft form to mechanism rep t shall be
Delivery of final Review panel; final measures wbmitted%y a of month
md mechanism shall be ~ i g h (8)
t of the mtract.
,resented in written form.
12a. consumer testing of resting and interviews shall resting, intervi YS,and
zontent, format, navigation, x conducted by Contractor secondary audit ce research
and usability; ind VHS videotapes shall be ;hall occur duri 5 months 9-
xbmitted. Appropriate 14 of contract.
STATEMENT OF WORK:
Research on Reponing Strategies for Informed Consumer Use of Health Care Qualip Data
12b. Conduct expert documentation of research to

interviews; validate secondary audiences Videotapes sh: be submitted
shall be hrnished. by end of mon 14.
12c. Validate secondary -
audiences
1 3. Top Line report 1 electronic and 2 hard copies Draft within tv (2) weeks of
Draft .\ final consumer sting session:
-- -- final report: 5 1 iness days
-*
after receiving mmenrs. from
.
.. - -- ,
.. . ~.. .- " ms: -.=
..
.. .:.
- .r-*
14. Final report for subtask 1 electronic and 2 hard copies Draft within tv (2) months-of
Draft final consumer sting session;
Final final report, 5 1 ;iness days
after receiving rnrnents fiom
CMS.
15. Briefing for CMS staff OraVmultirnedia presentation The CMS pres .ation shall
and to review panel to CMS staff and to a separate occur within t\; (2) months
,$! ...
<". review panel. of final consun , testing
session; the re\ w panel

presentation, il :Id, shall
occur during tk 3eriod of
performance o le task-order.
STATEMENT OF WORK:
Research on R e ~ o r t i n eStrategies for Informed Consumer Use of Health Care Oualitv Data
- -
Subtask 3: Consumer Testing Regarding Consumer Preference of
Decision Tools Versus Scorecards
-
I. Scope
.
- -- -
The purpose of this project is to conduct consumer testing to determine consumer preference of
decision tbol~versusCMS's c u r r m quality reporting methods, in the reporting ar
Medicare quality health plan information, to determine which merfid best aids__ cc
make aninformed healch plan & ~ i c e .
__
This Statement of Work will describe the activities to be undertaken by the Contr: ctor in order to
conduct consumer testing of agency-specific measures to be used for the CMS. A ; a part of this
effort, it is anticipated that the Contractor shall:

Conduct consum&&sting of the proposed measures to determine consumer PI
decision tools versus -scorecards.
- -
.. 11. Background and
-.. Need
.a*- ... +
- . The Balanced ~ u d ~Act e t of 1997 mandated that CMSprovide a wealth o: general and
comparative information on health plan choices, including quality p'erfoni ifi-c.e>-
information, to help beneficiaries make more informed health plan choices In order to
ensure that this information is understandable to beneficiaries, CMS is acti ~ e l yexploring
effective ways to organize and consolidate that complex information into t ssily digestible . _-.-
-. - --- . . .. segments.,- ..
.. . -.
.- :--.
.. .-
--
. ..
. =.. _-
.-
. .
-
_..__ .. -
. ..-
Past research has-indicated that most Medicare beneficiaries have difficult: using and . -
interpreting quaIity health plan information. This research indicates that be ~eficiaries
would be more Iikely to use quality information, if the information itself, v as easier to
understand and apply to the task of health plan selection.
....'7..-.- --
Much CMS consumer research has focused on how beneficiaries cornprehc nd and use
quality information. Aggregated measures blur variation among plans and 1 ~roviders.
Research shows that few consumers'are interested in data that shows no or ittle
differences, minimizing any motivation to drill down to the individual mea ures that
underlie the composite scores. Researchers have recommended that CMS s lould simplib
the process of incorporating theuse of quality information into the health p an choice
decision. - .-
STATEMENT OF WORK:
Research on Reporting Strategies for Informed Consumer Use of Hcalth Care Oualitv Data
An increasing number of decision support tools are available for consume to choose
among. Decision tools are black boxes in which the algorithms used to dei /e
recommended plans-or providers are not obvious to the user. These tools 1 consumers
indicate their preferences; then the tools narrow and rank a selection of pl; s and
providers. The research question of interest is if beneficiaries would be ab to
- .... -
7;- _
--
,. .
- .
-
-
.
-
.-
comprehend and find decision tools easier to use rather than CMS's curre*
reporting
~-
..
methods.
.-
CMS needs to findoit .-_.

. . . . if
. -- .
~edicare-beneficiarii,
..
..
-;.-. -. .
and passrbty their=-.- friend:

would be able to use a decision support tool and if this tool would be piefi
..
quality
. . . .
current quality r.eporting methods.
111. Requirements
Independently, and not as a agent of the Government, the Contractor shall ~rnishall the
necessary services, qualified personnel, material, equipment, and facilities lot otherwise . . - .-L-
provided by the,Govemment, as needed to perform the requirements of thc ;tatement of ..- .
Work.
- *
A. Development of a Research Plan

.<t.. -.,% .... .-.'-
- .. - It is anticipatd that the Contractor shall perform
---.- the following acti ties as a part
of the developm'ent of an appropriate research plan for this. project:. . .-.- -- "
'Hold a subtask Kickoff meeting with CMS staff from the Cent€ for --.-
-+
Beneficiary Choices (CBC), Beneficiary Education and Assess] ent Group .... p
- ;- (BEA-G) toreview expectations for-4he work to be performed,r :essary

.. .. . .-. ----- . -.
deliverables, and due-dates. (Deliverable #2)
. . . . . . . - . - -.
.. Develop and submit a subtask management and work plan with more
detailed schedule of deliverables. The work plan will include t; ks necessary
to complete consumer testing for measures. The proposed work Ian and
...+.. - . . -.scheduleof deliverables must be reviewed and approved by the 'MS Subtask
leader. (Deliverable #3a) ......
Submit all findings in ~ f c r o s o f Office
l 97, and/or Powerpoint L ) or earlier
version,. as well as in hard copy.
STATEMENT OF WORK:
Research on Reportmg Strategies for Informed Consumer Use of Health Care Qualltv Data
B. Consumer Testing for Praposed Measures
Work to be completed by the Contractor shall include, but not be l i ~~itedto, the
following activities:
Establish weekly conference calls or meetings wlth the Subtask eader to

identify and review the status of each part of the work, potential problenp.
--issuesthat n e e d 6 be resolv&.d, schedule for meeting due dates,---- nd addjtional .- ..
- .- i .I.--- /
suppsn that may be required. (~eli;eiable #I) = " . .
. . --
---.
.. . -
-. .. .
Develop a timetable and cost estimate for the consumer testing f the (
proposed methods. (Deliverable #3b)
Determine the number of locations, and individuals at each loca Ion, to be

interviewed. 'The Subtask leader and the Contractor shall agree In the
variables used to select beneficiary (and other) interviewees ( e . ~, race, age, . .. .
--.* .
ged;'mhic location, level of education, relationship to individu; Is receiving
home health services, etc.). The Contractor shall develop and si bmit a
proposed screener To be used to select beneficiary intervieweesi. articipants. .
.-,44.sqeep-s, protocols, reports and presentations shall be subrr tted in draft .. , . . . -- -7
form with adequate time for subtask leader and others CMS staf and
consultantsto review, comment on, discuss~audrecommend re1 sions prior to
finahation bf those materials. (Deliverable #4)
:-
a
: . s - --
C6riduct readability and reading level tests on the proposed pub: c information
measures. (Deliverable #4) . - ....
. .. . .. - ... > _-.
.,. . . .. -.- - .
--
.1C
. - .. . -. -- - -.
--
The contractor shall test interviewee's reactions to the content c information '
provided (i.e;; thiroughness, usefulness, clarity, and understand; bility), as

well as their reactions to the organization of data (i.e., the order nd
combination of measures presented). (Deliverable #4)
Videotape all interviews, as the research allows. Video cameras should be

focused on the beneficiary who is speaking. A release m a t be--(>tainedfrom
all participants that will allow CMS to videotape interviewees, p ovided that
beneficiaries/participants are not identified by name. (Deliverabl : #4)
Prepare a written Top Line report that follows the protocol or wc rk plan, and
present Top Line report findings orally in a Powerpoint presenta ion to CMS
staff within+4 workdays after the research has been completed. The
STATEMENT OF WORK:
demographics for all participants will be summarized for subn ;ion with the
Top Line report-(Deliverable #5a)
.-
a Submit a-more detailed Final Report within 4 weeks after the r :arch has
been completed. This report shall include quotes from benefic ies to
illustrate the findings. (Deliverable #5d)
- ..
- .
.--
-
..
.
-
. - A -
.-
.
-. . -
. .- ...
-
'- ' - -CMS staff. .(DeM?rable #6)
. . .- .- _._ * -
-
...
Develop and provide an ora1.presentationhriefing regarding th
-- --..- .
The Contractor, subcontractor, and consultants shall discuss w

---. -
indings .to
.- ..-C
-
- -- -
the subtask-.;.
--
. - .-
- .
.-.--
leader any opportunities to publicize-and disseminate research ~dingsand

shall not pursue publication or presentation relating to subtask ~dings
without consulting the subtask leader.
STATEMENT OF WORK:
IV. Schedule of Deliverables- --
* Schedule of Deliverable~for Subtask 3

Item - . - - Description Due Date
1 . Conference Calls Calls with project and CMS staff W eel 1~
regarding sfat& of the pro!ect.
- - --
G u b t a s k ~ i r k - o f Meeting
f CiSntractor meets with sub-task leader Fifth ..-
5) month
* - ?f
from BEAGIDBA staff to review Gojec sontc L&t
ex~ectationsand due dates.
3. Written Reports . 3a. Subtask management and workplan: Draft =two (2)
One (1) Electronic copy in Microsoft week ; after subtask
Word 97 and two (2) hard copies. kick- )ff; Final=5
busin :ss days after
CMS comments
recei~ed:
3b. Proposed research protocol, timetabl Sixth (6) month of

and cost estimate. Consumer testing contr, ct
materials to be submitted for-approval: ' d * --
One (1) Electronic copy in Microsoft
Word 97 and two (2) hard copies
4. Consumer ~ e s t i n g o f 4a. Contractor will develop materials for Mont 1 8 of contract
Materials ' and conduct testing.
.- -
. * -
.. ---
>- - _- -.-
4b. Ongoing consumer testing including Mont 19-13
navigational, format and usability
testing.
5. Preparation of Final Report 5a. Submit draft top line report: One (1) Mont
Electronic copy in Microsoft Word 97
;
-,:- .- - .-
and two (2) hard copies
, .
5b. Submit top line report: One (1) Montl

.
. -
5c. Submit draft detailed report: One (1) Montl

STATEMENT OF WORK:
l
- -
iI
5d. submit detailed final report (one (1) Montk 17
- Electronic copy in Microsoft Word 97
and two (2) hard copies) and videotaped
interviews
h
I
6. Prese~tationof Project Develop and provide an oral presentation Betwyen Months 16
-Findings
a
fearding the findings to CMS staff.

- -- 1 and 19- -p --
STATEMENT OF WORK:
-
Subtask 4: Describing Target Aiidiences for Health Plan and Facility Specifi
Information Provided by ~ e d i c a r e -
-
I. Scope
-
\\
The purpose of this project is to identify and describe primary and secondary audi :es for ..
-- .CMS's heatth 'quality information.-We would expect that the pnmary audiences u
descriptions on Medicare beneficiaries and caregivers. A desc@tioii-of thisaudi€
. . -
on those who are using or might use quality information provided by CMS. Secoi Iry -. -
audiences will most likely include information intermediaries, such as hospital di: arge
planners and SHIPS. A descnption of this audience will focus on describing the c ree to which
they are using quality information.
/
CMS collects quality information on health plans, home health agencies, nursing 1 nes and
dialysis facilities. This information is available on Medicare.gov. Additionally, h Ith plan . .. - ---
- ..=
information is availabt<@.om 1-800-MEDICARE via the Print on Demand Docun lt.
- . .
This -Statement of Work will describefhe activities to be undertaken by the Contr; Ir in order to .'
,conduct this research..-.- As-.. a.-.part

.ic. ,-
of this effort, it is anticipated that the Contractor i 111: - . ... . - ... . --
a Develop and implement an appropriate research plan-,

Conduct and report on the research that describes target audienci5 for 1 ithApfanand
facility specific quality information provided by Medicare
-
-~..--~.- e-
. .
Independently, and not as-a agent of the Government, the Contractor shall nish all the
necessary services, qualified personnel, material, equipment. and facilities, )t otherwise
provided by the Government, as needed to perform the requirements of the atement of
Work.
...<
_.-.a
A. Development of a Research Plan
It is anticipated that the Contractor shall perform the following i ivities as a

part of the development
. ... .-
of an appropriate research plan for this ~ject:
>
STATEMENT OF WORK:
Research on Reportmg Strateg~esfor Informed Consumer Lse of Health Care Q u a l q Data
Hold a subtask Kick-off meeting with CMS staff from the C :nter tbr
BeneficiaryChoices' (CBC) Beneficiary Education and Ass ssment Group
(BEAG), the Center for Medicaid and State Operations (CN 30) and/or
the Genter for Medicare Management (CMM), to review ex ectations f ~ r
the work to be performed, necessary deliverables, and due d tes.
(Deliverable #2)
.
Develop and submit a subtask management and workplan (I eliverable
. -
--
. ... -
_. .- _
.. .
.-
.
.
. -
.
...... - - . #3a).
-- ..
-.-
- .
. - -
-. '- -. -=-
. .
.
.. -- .
-
,.. -?.- .--C
.- /
.. . .. ---- A ..
Develop a research plan, timetable, and cost estimate for-id'; ~tifylngthe.-.-.-

primary and secondary audiences; and for testing materials I ith them.
Allow time for review and approval of the research plan and its
component sections by the Government Task Leader (GTL) md the
Subtask leader of this project, prior to implementation. (Del, lerable #3b)
Submit all findings in Microsoft Office 97, and/or PowerPoi

.k,iplier version, in electronic as well as in hard copy.
>
Conduct.-. .-.-research to identify the primary and secondary auc iences for
B. .q.-.-,..... .
CMSfs quality information
-- . . ---.-
Work to be completed by the contractor may include, bm not by Ifni~~tvd

to,
the following activities:
.- .
+.
Establish weekly conference calls or meetings with the CMS s Subtask
- ____ . leader to identify and review thestatus of each part of the wc rk, potential
-.- -.
.-T-.-
. ...
.
problems, issues that need to be resolved, schedule foikeetl ig dfie dates,

and additional support that may be required. (Deiiverable # I
Determine the number of locations, and individuals at each 1 cation, to be

interviewed for each phase. The project Subtask leader and le Contractor
shall agree on the variables used to select beneficiary (and 01 ~ e r )
interviewees (e.g., race, age, geographic location, and-level c ' education,
etc.). The Contractor shall develop and submit a proposed sc -eerier to be
used to select beneficiary and intermediary inteniieweeslpar~cipants. .
All screeners, protocols, reports and presentations shall be SL ,mitted in
draft form with adequate time for subtask leader and others ( MS staff and
consultants to review, comment on, discuss, and recommend .evisions
prior to.finalization of those materials. (Deliverable #3b)
STATEMENT OF WORK:
Conduct a review of related research conducted by CMS anl l other

organizations (;.g. AHRQ, the Kaiser Foundation, etc). (De iverable 84)
Analyze available secondary data sets of consumers to desci ibe and

compare quality users and non-users (e.g. NMEP evaluation MCBS. and
KaiserIAHRQ Consumer survey). (Deliverable# 5)
-
- _ _secondary at--- $iences.-=
Conduct ex;% interviews to identify potential .. ..* .- ..
(Deliverable #6) __ .-
._
-.
.. . . . ~
-
.. . -
..
Conduct appropriate research to validate potential secondar] audiences.
Identify the degree to which they use quality information, as well as how,
when and with whom they use quality information. (Deliver tbles #7 and
#8)
. .~ - ---
Conduct qualitative research with primary audiences to undc rstand how
.-
''milwhen they use quality information and to describe diffel mces between
users and non-users. Participants may be screened to segrnc : .
users and non-users. (Deliverables #8 and #9a)
..A<- .A,.- -
--....
Videotape all interviews, as the research allows. Video cam :ras should be
. .. ..- focused on the beneficiary who is speaking A release must_ 3e obtained
-
^^ . .-3
from all participants that will allow CMS to videotape inten iewees,
.
h-
provided that beneficiarieslparticipants are not identified by lame.
(Deliverables #9a and #9b)
.. - ... ~ -
~ r r p a r ewritten Tbp Line rep&%for each research actiuitj. t lat-frallows-the .,-

protocol or work plan, and present Top Line report findings >rallyin a
PowerPoint yresentation to CMS staff within 14 workdays a ter the
research has been completed. The demographics for all par icipants will
be summarized for submission with the Top Line report. (Dt liverable
# 1 0a)
Submit a more draft Final Report within 4 weeks afterall re: :arch has
been completed (Deliverable #lob) This report shall includt quotes from
beneficiaries to illustrate the findings. Upon review and appr ~ v a by
l CMS,
the Contractor shall revised and submit the completed Final Leport
(Deliverable fi 1.0~).
STATEMENT OF WORK:
Research on Reporting Strategies for Informed Consumer Use of Health Care Ouality Data
Develop and provide an oral presentatiodbriefing regardir LgI tlhe findings

to CMS staff. (-Deliverable# 1 1 ) I
The Contractor, subcontractor, and consultants shall discu!is,u!ith the
subtask leader any opportunities to publicize and dissemin ate research
findings and shall not pursue publication or presentation rt
---- --
ng to
'ti
: : .. - -- .-.
.--. - - - -- ,
... .. "
? .- .-.
-.
'I
-=-
iI
I
1i
I
STATEMENT OF WORK:
Research on Re~ortinnStrategies for Informed Consumer Use of Health Care Oualitv Data
11. Schedule of Deliverable~

- .
. ~
Sci edule of Deliverable~for Subt: k 4

ITEM DESCRIPTION DUE
1. Conference calls Conference calls with Project and Weekly
CMS staff
CGitractor meefs with sub-task - . ~-. -
- C . # I
- -- =
leader from BEAWDBA Staff to'
--
11
.:-.' .
: ..
.-.
review project expectations and ...
due dates. -. -. -
1 3. Written Reports 3a. Subtask management and Drafi is due 2 wc :ks after I
workplan: One (1 ) Electronic
copy in Microsoft Word 97 and
two (2) hard c o ~ i e s
3b. Proposed research protocol,
timetable and cost estimate.
subtask Kick-off
due 5 days after
comments from
First month
neeting; final is
xeiving
MS. 1
Consumer testing materials to be
submitted for approval: One ( 1 )
Elecfronic copy in Microsoft
.:+.....*... ...-
4. Research Review Contractor provides report of Month 6
research review: One ( 1 ) ----
Electronic copy in Microsoft . :z
-. -- .. . . -
1,
/ 5 . Report of Secondary-Data
Analysis -
6. Identification of Secondary
Audiences .- ...
,
Contractor will submit report.
Contractor identifies potential

. -. .
secondafy audiencesLtIkugh
Month 7
Month 8
expert interviews.
Collaborative planning between Month 9
Contractor and CMS Staff. -
1 8. Consumer Testing of Materials The Contractor and the CMS
Subtask leader will jointly agree
Month 10
,. .. '.' - on details of testing.

1 9. Conduct Qualitative Research 9a. Research with primary
audiences: One ( 1 ) Electronic
two (2) hard copies.
9b. Research with secondary Month 1 1-13
audiences: One 1) Electronic <
STATEMENT OF WORK:
Research on Reportinn Strategies for informed Consumer Use of Health Care Oualitv Data
i---
10. Preparation of Final Report 10a. Submit top line report: One j Month 14
(r)Electronic copy in Microsoft I
-
Word 97 and two (2) hard copies.
lob. Submit draft detailed report: Month 17
One (1) Electronic copy in
Microsoft Word 97 and two (2)
hard copies.
10c. ~ubmi?'detailedfinal Month 18
...
report
-- and vidgotaped
interviews: One (I) Electronic-. I -,- ,,
. .- .
copy in Microsoft Word 97 and 1 __ .

1 1 . Presentation of Projedi Develop and provide an oral Month 18
Findings presentation regarding the
findings to CMS staff.
STATEMENT OF WORK:
Research on Reponmg Strategies for Informed Consumer Use of Health Care Quality Data
.-
Subtask 5: Testing a Screener to Assess Beneficiary Skill with Comparative
Charts versus Narrative presentations of Comparative Information
-
I. Scope
The purpose of this project is to (1) refine and validate a screening tool for identif: ing
.
who have difficulty using comparativeinformation to make choices nd who will

~
. '
.. .. beneficiaries
.~ ..
~ .- ....
CII --... - -i+eedspebiil assistance to use. this'fiormation tomake health plan choices and (2) test a fek;
variations of narrative presentations of comparative~qualitydata a g f i s t - m---
o r .e-.tra3
.,.
.-
presentation approaches.
Screening Tool
Prior work for CMS showed that a summary measure with just 3 items: education. age, and self-
rated health, can predict performance on a battery of tasks designed to measure co lprehension . .. - ..&-
of comparative infodt@on. The comprehension measure is a summary score on I battery of --a
.-
decision tasks. Each task represents some element of decision-making (or one pa t of decision-
making). If the summary score on rhe comprehension index is a valid measure, len it-should . -
. .-&... --.can
predict how well .peojle .-.-, use information to make decisions. In previous work CMS
developed, but did not test, such a summary measure based on a battery of decisio tasks.--:The - -..
: -7
- Contractwshall conduct-at least three tests of validity, in w h i ~ b ~ predictions

he o: the
comprehension index are compared to: .. .- 7 ^* -3
Beneficiaries-ability to navigate within a reference document and find piedes of ..

information relevant to Medicare beneficiaries making choices. The ~ o n t f a c t o shall
r . _.,.
-. ----. - .. .. -
specifically include a n assessment of how wekparticipants can navigat<t!e Medicare
and You handbook (e.g. find three pieces-of information).
~: _---__ ~-. .:-
Beneficiaries skill conducting.a criterion decision task. That is, the Contr&tor shall have .. .
beneficiaries demonstrate their decision making skill in a non-Medicare situation (in

which there is one correct choice) as a reference or comparison for the critLr-ion validity
.... +:.- .-
of the measure of decision making skill in the Medicare task. I - .
Beneficiaries ability to make choices that match or differ from their intentions on a
decision task. :.=-..1.
I
The Contractor shall examine the degree to which subjects' performance on these tasks is related
to their comprehension score and their score on the screening tool. The Contractor shall use this
task to calibrate the meaning of the S%es on the comprehension test and the scre&ng test.
I
STATEMENT OF WORK:
Narrative Presentations
-. - -
The tests of narrative presentations shall examine the effect of narrative versus trad tional
presentations on recall, choice consistency by.beneficiaries, relative weights and or decision
efficacy. The Contractor shall test the effect of narratives alone and in conjunctio 1 with tables
or graphs against the more traditional approach of tables or graphs alone. Participi nts shall be
randomly assigned into different experimenta(conditions and the impact on the qu: lity of their
-~-decisions-a~nd
decision-making processes would be assessed. Dependent-variables include an
.~.
. . .- - - - accul-acjii~riable-and a value v a W e - . ..
.-
--
-.
.. ---.
.- . . . .-.
.-
-
. . . .
.....
. -
. . . ...~
- . . .- --- __-- . . _.
-----
..
.:..
-c- .-.,-
-. .
.-
-: .-
..
./- . .
. .
a The dccuracy variable will measure how well the information is understood or i 7e ability
beneficiaries dispiayfor identifjmg an optimal choice.
The value (or weighting) variable will measure the degree to which comparative quality
information is valued relative to other factors. Weighting offactor-s is the relatii reweight
.~ ... in a choice. Relative weight is calculated from the jud p e n t s and
given to different .fqctors
decisions made by M-participants. Average weights for groups shall be compd -ed
~- statistically to see whether or not --
narrative and traditional formats are associate, with-.
different weighting of factors.
..
.,.,d+M.b . .... ....A
-a The Contractor shall examine the effect of narratives on r-ecall, to see whether narratives help
. ..-- -1 --- "*
with recall of the information.
Consistency of choices shall be examined as an indicator of decision adequacy. Groups ...

- -___ ..... reacting-to different $/mulosmaterials shall be ownpared on the-consistencyofitheir choices.
. .
.. ........__- -- - _.
. .
~
- . - .~-. . . :-
a The Contractor shall obtain measures of desired weighting, by asking participants to assign
numbers indicating how they wish to weight the variables under consideration.
. f- ::
-
Da5sior1 efficacy is the degree to which the participants actually weighted factdrs the way
they desired to weight them. This dependent variable assesses how weTI'&cisi&s reflect
what decision-makers wanted to achieve(desired weighting), and hence is calchated from
data on actual and desired weighting variables. This assessment shall be at the group level.
STATEMENT OF WORK:
11. Requirements
- - .
Independently, and not as a agent of the Government, the Contractor shall furnish ill the
necessary services, qualified personnel, material, equipment, and facilities, not otl- xwise
provided by the Government, as needed to perform the requirements of the Statem :nt of Work.
.h
-
-A. - Development of a Research- Plan
-
--
-
CI -- - - -
It is ant<cipated that the Contractor shall perform +he followmgT

part 07 thede;elopment of an appropriate research plan g r this
Establish weekly conference calls with the Subtask leader tc review the
status of the work, potential problems, issues needing re sol^ [ion, schedule
meetings, and additional support that may be-required. (Del: verable # 1 ).
.. . -
-
:-L.
.+I$$d a subtask Kick-off meeting with CMS staff to review t xpectations ---
for.the work to be performed, necessary deliverables, and dl e dates,
(Deliverable #2) . .
..ir-.- -.
,..- ....... --_..
~ submit a subtask management and work plan ( )elivera%le.
~ e v i %and
- . -- #3). The plan shall include tasks neceszary to complete cor sumer testing
-" - -- .
and mustbe approved by the CMS Subtask leader. -* -'
;-
.-Develop a timetable and cost estimate for the consumer test; 1g of the
4 proposed tools. (Deliverable #4) :..
-. -.#--.. - .. .- .. . . . .
....
.....
_* =.-
- .-.
-.-
......... .<. . .-- a.:-*.-.. d-
.
present preliminary research plan for experim&ts . Allow ime for

approval by thesubtask leader prior to implementation. (De iverable #5) .-
B. Design the laboratory experiments, materials, questionnaire i, and

analysis plan.
The Subtask leader and the Contractor shall agree on-+hevar ables used to
select beneficiary (and other) interviewees (e.g., race, age, g :ographic
location, level of education, relationship to individuals recei ring home
health services, etc.). The Contractor shall develop and sub nit a
proposed screener to be uscd to select beneficiary
interviewees/participants. (Deliverable # 5 )
STATEMENT OF WORK:
I
C. Recruit participants from local organizations and provide dcentives for
participation. (Deliverable #5)
D. Test the beneficiary screening tool and the alternative narrative

presentations of comparative quality data using rigorous exberirnental
design. (Deliverable #6)
e -- -
.
--
- -
-
- -- I ..E. -Video
h
tape the debriefs and or interview for we

and in presentitig the resulis of the study. (Deliverable #6)
jy1 CMs staff
- - --
-- --
-- .- 3 z 3
- .
--z-.-- I :
~ i d e 6 t a ~ e a ~ i m t e r v i eas
w sthe
, research allows. Video camera3 should be - ------
focused on the beneficiary who is speaking. A release must be bbtained from - -

all participants that will allow CMS to videotape interviewees, drovided that
beneficiarieslparticipants are not identified by name.
F. Submit an Oral Presentation and Written Report

1 ~ . - -
.-.-
P r t j e a written Top Line report that follows the protocol or A r k plan, and -.a
present Top Line report findings orally in a PowerPoint presentition to CMS

-
staff within 14 workdays after the research has been completed. The -
~
.- . .
demographics
-'h.4...-. ....-
for all participants will be summarized for submiksion with the
Top Line report. (Deliverable~#7, #8 and #9). The Contractor Ahall develop .-- . - -- .'
. . - .-.--
and provide an oral presentatiorhriefing regarding the findings to CMS staff.
(Deliverable #9) ..
=I == ^"
G. Snbmit a more detailed Final Report and disseminate findir!gs

.-.
.
+.
Within 4 weeks after the rescarch has been completed, the yontractor shall ..
--- .- .. .. .. . .. s a b m i t a detailedfinal reporti3his report shall include quores from
beneficiaries to illustrate the findings. The report shiillbe TIT€:"*.- =- .
electronically in-Microsoft Office 97, andlor Powerpoint 4.0 or earlier .-

version, as well as in hard copy.
II
The Contractor, subcontractor, and consultants shall discus4 with the
subtask leader any opportunities to publicize and disseminate research
findings and shall not pursue publication or present&pn relhing to
STATEMENT OF WORK:
Research on Re~ortineStrategies for Informed Consumer Use of Health Care Oualitv Data
- .-
111. Schedule of Deliverable~
-Schedule of Deliverabies for Subtask 5

ITEM DESCRR'TION. DUE 1 4TE
1. Conference calls ) Conference calls or meetings Weekly, unless re wired more or
1 between Profict and CMS staff less often.
- - .. 1 regarding status of project.
2.-Subtask KicE-off ~ e e t i n g . . / C%%tractormeekwith sub-task
. .. .
leader from B E A G ~ B AStaff to'
review project expectations and
due dates. ... . .
3. Subtask management and Written report: One ( 1 ) Draft is due 2 wec :s after
workplan Electronic copy in Microsoft subtask Kick-off; inal is due 5
business davs aft€ CMS review.
Month 4
Timetable. research proposal and proposed
budget: One ( 1 ) Electronic copy
(2) hard copies.

5. Design Laboratory ~olliborativeplanning between Months 5-6
Experiments, Materials -.. ._..-
.Lh- Contractor and CMS Staff.
Questionnaires and Analysis Plan Includes selection criteria of
-- research participants.
6. Consumer testing of content, .' Monthly written and oral repofi Testing t e o c c u r l inngrnonths
format, navigation, and usability; shall be given of progress 7- 13. Oral report lue at weekly
. ,
.- - - conducting testing. Written conference call; M itten report
. progress report shall include: due five (5) work ~gdays later.
. . . One ( 1 ) Electronic copy in
*..
~icrosbrftWord 9.7 and-two ( 2 )
hard copies. L
.. I-&ctronic and 2 hard copies Draft due at hegmming of month
7. Top Line report
I.
Draft' 15; final due 5 bu!?I ness days
. Final after receiving cohments from
CMS.
&,Final report forsubtask 1 electronic and 2 hard copies Draft due at begirhing of month
Draft 17; final dyg 5 bu!iiness days
Final after receiving co-ents from
CMS. 1
9. Briefjng for CMS staff Oral/multimedia presentation to At some point du+ng months 15-
CMS staff
.... -
STATEMENT OF WORK:
Subtask 6: Testing Stage-Matched Interventions to Promote Informed HealthI I Plan Choice

.-- -
(Not To Exceed 20 Pages) I
Application of theTranstheoretical Model to Infor-med Choice in the Medicare PI

Implementation of Pilot in Two Markets
- - -
1. Scope
-
.\
C M S seeks toaeded;cate Medicare bG6eficiaries about their health plan optlons. Spey ifically, the
Transtheoretical Model, an appwach to health behavior change;wfli%e appjopnzT i-rl
I
Slj; m d i f i e 8
for use by CMS to assist wlth its national educational campaign to inform benefic:la ries about .-
I
thelr choices. Once the appropriate modifications are made, the ability of the Trainstheoretical
Model to predict and facilitate informed choice among Medicare beneficiaries wi 11 be tested1
empirically. The Transtheoretical Model will be implemented and its efficacy as!se5s e d in a
I
randomized trial involving an experimental and control site. The information gai n ed from these
I
activities will help CMS to more accurately identify different segments of the pol1ulation,
develop more appropriate messages for those segments, and effectively target thos e messages.
.L
.a;.-:
-
11. Background
-
.*,.- ,.. --. ..
j
The Balanced Budget Act of 1997 established the Medicare + Choice program, wt,;,ch provydes a
- variety offfew health plan options for Medicare beneficiaries._-Ityas Congress' iriteII ntion to offer
Medicare beneficiariesthe same range of choices available to those in the private -Tam.3-n
addition to the Original Medicare fee-for-service and Medicare HMOs: beneficialie:s will be able
I
to choose from PSOs; PPOs, Private fee-for-service plans, and MSAs. In order tc) e nsure that
I
b e n e f i ~ i a r i e ~ a aware
re of and understand these new choices, it was mandated tha :MS provide
-:/--. . : .. general and comparative inforination onihe new~M&eare health plan choices to '1a1( I
... . -. .-
berieficiaries eligible for the new program in time-for an annual open 'enrollment 13e1i o d e a c k -
4.
November. The legislation alsospecified both the information to be provided (e.; benefits,
costs, doctor choice, quality performance information, etc.) and the channels to bc:U sed to
disseminate the information (e.g., print, Internet, a dedicated 1-800 telephone line:, l--~ealthfairs.
etc.).
STATEMENT OF WORK:
.
.
In response to these requirements, CMS has launched a comprehensive campaign t raise
awareness among Medicare beneficiiiies abouttheir options, educate them about tl e
characteristics of different plan types,-and help them assess the advantages and dis; dvantages
each choice holds for them.--
In brief, the goal is to ensure that beneficiaries are making an informed choice, reg; rdless of
whether they stay with Original Medicare or choose one of the new options. CMS s responsible
. .
to Cong~essfor demonstrating
. . . . . ~. .- .-
improvement o w r time in the level of awareness anc
. --,--+mdefitandincb&eficiaries have &&it their hedth plan options,. - as well as trackins how rn-any
c
people actually enroll in-the new. plans.
.-
. :-. . . . &-
-- .-
.. --
.-.- ..
..-
-
-&---
-- --
- .
However, informed choice is not a unitary concept andemustbe clearly defined. Fc - some of
Medicare's more educated and aware beneficiaries, informed choice is the fairly so )histicated
activity of using complex comparative information to select a plan. For a great ma1 .y of
Medicare's beneficiaries, informed choice may be having the awareness that there ; re several
health plan options, and making a conscious c h o i c e m to investigate those options It may also
include knowing where to find the materials and other help needed for informed ch )ice if and
when they decided t o ' k s u e the matter.
--
Substantial evidence exists that achieqement of the goal of informed choice, howev :r
.conceptualized, will c ~., .--.
. + . -not easy. First, research and practice demonstrates that con:1; umers in
be...._-
--..
general, and Medicare beneficiaries in particular, are not prepared to consider coml? lex
- informaticm about different plan choices. They do not recognizthe terms commonIIy used to
describe health care options (e.g., fee-for-service, managed care, pre-auth66zatiofl'; -do-mt
understand the systems and relationships to which these terms refer nor the role that a health plan
plays beyond that oftheir own doctors and hospitals; and are not familiar with anc Ido not readily
understand quality performance information. Second, studies conducted over the \st two ....
. _-_-- . .- decades show that Medicare berieficiari~do not unhistand the basic ~ e d i c. .a r e - pgram. ~
Recent investigations show that even in high penetration markets, few'beneficiarii ; th<--
major differences between the existing fee-for-service program and managed care Hibbard et
al., 1998). .And despite this lack of basic knowledge, few say they want or need ad itional
information about the program when asked (Medicare Current Beneficiary Survey . Third, the
Medicare program must communicate to a population that is diverse along a numb ,r of
-
.dimensions: ruralhrban residence; race, ethnicity, and language; education; and i l :ome. A
significant segment of this diverse population can be classified as especially -mine able: dual
eligibles, those with cognitive impairments, vision impairments, low literacy level , language
barriers, and cultural differences. Thus, CMS faces serious challenges in implemel ting the plan
information and education requirements of the BBA.
STATEMENT OF WORK:
Research on Reporting Strategies for Informed Consumer Use of Health Care OuaIitv Data
To add to the challenges around the content of information that must be conveyed CMS has not
-
had a reliable method of identifjmg those groups of beneficiaries who may be mo -e or less
receptive to messages and information about informed choice, nor how we might nost
effectively reach them. It is well establishedin the fields of social marketing and iealth
communications that provision of tailored messages to clearly identified populatic ns is critical to
the success of any educational campaign--one size does not fit all. However, CM: ; does not have
sufficient information about the best ways in-which to segment its diverse populat on for the
.- creationand delivery of messages about health plan choice. We can only make ed ~cated guesses
. -
-- -. - - &out who-amongour.beneficiariesmay
-
. . be receptive to consideration of health pl; n oprionS.
J a- .
-
..
.. -- . * - .- #
- .-
.-
For exahple, new beneficlariisire a group likely to be most receptive to ii'ifodri;n;nafon about plan . ..
. -.--
.-.
choice, since they mustmake a decision as to how to receive their Medicare benef ts. In additior;', -. .
because those in high penetration managed care markets are somewhat more fami: iar with
managed care, they might be more attentive to materials that highlight those choic :s; younger
beneficiaries, of whom many are retirees that may have had managed care as an 01tion through
their employer, or who are aging in from a managed care program,may also be m~Ire likely to
understand and be attentive to comparative information on plan choice. Finally, b meficiaries . - .-.-
whose plans have terminged, and who need to decide whether to join another plar or purchase a . -.-
a
supplemental policy if returning to the Orignal Medicare fee-for-service program. are also likely
- I/
-.
candidates for health plan choice information. However, other than using such broad : .
I
demographic demarcations as guidelines, we are currently unable to segment our opuIation
,,
.*--
usefully into groups kaf ar'cmore or less receptive to receiving and thinking a b oltl~comparative
q' - -- .:- ==..
. informaticn on health ,plan choice. --.-
1 ..I .- .= --
-
As preliminary evidence indicates that oftentimes only a small percentage of thos receiving plan
comparative information in the form of "report cards" notice or read them (Knut! In, 1998,
Schneider a ~ Epstein,
d 1998): it is especially critical that we find an effective wa: to reach those .-.
.
-. - -- .. .. - who may be most receptive, - Research syggests .that;di.fferences in behavioral and ;ocial
psychologcal dimensio&--such as rating health high importance or usage of cl npztrative-
information to make other co~nsumerdecisions--maybe better predictors of recepl ~ i t yto using
information about health plan choices than demographics (Knutson, 1998). We n :d to conduct
further investigations to verify that such psychosocial characteristics are indeed rc ~ v a n for
t our
population and determine what-other characteristics may be critical in distinguish 23
beneficiaries
.. . .'
7
who are receptive from those who are not as well as cost effective w ys of locating
beneficiaries in these groups. By applying the Transtheoretical Model, we should )e able both to
determine what kinds of messages should be created for people at different;tage; and to assess
how.,ourcurrent messages fall out along this continuum.
STATEMENT OF WORK:
Research on Reporting Strategies for Informed Consumer Use of Health Care Qualip Data
To conduct an effective and cost-effective educational campaign, CMS needs ansu :rs to the
.
..
following kinds of questions:
- .- -
a What specific characteristics of beneficiaries are critical for health plan cho ce and
relevant to segmenting and targeting messages among the population?
What actions make a beneficiary move from awareness to informed choice'.

..
-...-.-.
-
- ~
.-. - .. .- A
.
-_ -_
. . .-
Which beneficiaries are at &%at level of receptivity and knowledge?
. . - - . - - -
i'
.. . > .. .. *.. -%> .-

.-'
What is the presumed process of change? ..

.
:.
How is the information communicated used by the recipient to move from ( le level of
knowledge to another?
What is the optimal way in which the information should be communicated n order to
effect a change? . .. - .--
qc-.
- a. What kind of decision support-and assistance do they need to move become

informed?
"<.--&.s. --. - /
--. -
The transtheoretical model promises to provide some answers to these central ques ons. It has
been used<uccessfully to guide campaigns in helping people todo such t h i s s a s g it smoking,
start dieting, get mammograms. In brief, it posits that there 5 stages of readiness in wh7& people
.- any health behavior: pre-contemplation; contemplation; pre] aration,
may be with respect to
action, and maintenance. -+
.- _-_.--
.-
Previous work for ~ ~ ~ - ~ e v epsycfiometricall~~&nd
l o ~ e d and externally v a l i d i >del-based
measures to assess individuals' readiness to take action. The measures developed o r Medicare
beneficiaries include: 1 )-stage oT change, a measure that classifies the population nto the 5
stages with respect to the behavior in question; 2) the pros and cons of engaging i the new
behavior; 3) self-efficacy or confidence regarding the new behavior; and 4) chang processes or
activities (e.g., consciousness raising) that facilitate progress through the stages. I MS has
'iE&loped but hot tested stage-matched interventions to promote informed choice In this
subtask the Contractor shall implement stage-matched interventions and ass.& t h ~r efficacy. A
baseline survey is administered to determine how the population is distributed am ng the stages;
stage-matched interventions are administered in a randomized clinical trial; and s~ 'jects are re-
surveyed after several months to ascertain movement across the stages and the eff acy of the
intervention. .. .
STATEMENT OF WORK: 1
Research on Re~ortingStrategies for Informed Consumer Use of Health Care Oualitv Data 1
First Part: ~ a s e f i nassessment

e and deliverv o f multimedia intervention
.-- .- -
The Contractor shall survey new enrollees by mail. The survey shall measure stade of readiness
to make informed .choice, d-ecisional balance, self-efficacy, information seeking, Medicare
knowledge, skill in using comparative chaits for health plan quality, and responde4tsq access to
computers and CD-ROMs. The Contractor shall follow-up by telephone with thoge new
enrollees who do not return the written survey. The goal shall be to have 400 part!icipants in the
s u p e y who have access to a computer with a CD-ROM. The feasibility of this suheying this
1 -. -.
* -
--
.. _ numbeibfpa~icipantsshall be reevaluated and-the number adjusted as more i n f o ~ a t l o n1s
~ - .
obtained about the numbei of new enrollees with CD-ROM e q u i p p . e d . c o m p u t e r s F = ~ e= ~ , :
participants shall%e randomiied into a control group and an experimental p d u p wlio receive .. . -
. -
interactiLe training to promote informed choice (an "expert system").
Second Part: Baseline assessment and deliverv o f staze-matched intervention manuals
The Contractor shall follow-up with 800 beneficiaries who do not have access to a computer
with a CD-ROM but who do complete the survey, randomizing them to a control b o u p and an
experimental group ~ h o ~ r e c e i va estage-matched manual to promote informed chdice.
5s '. I
- Third Part: Efficacv Trial
The Contractor shal+.assessheneficiaries participating in the first and second parts of the study at
6 and 12 months post-intervention. The efficacy of the interventions shall be assessed, using
measures-of stage of readinessfor informed choice, decisionaTbalance. self-efticdYnchwge in
information seeking behavior. change in knowledge about Medicare and HMOs, a h level of
health plan choice sa~isfaction.Customer-fnendliness and usability of stage-matcked materials
shall also be, assessed among those receiving the experimental interventions.
A dditionai Collaboratibhs
.- ,. , =
6 - --
.- - E -
~.
During the course of thework, thiC6ntrictor shall seek to explore opportunities, tamers, and
logistics f i r dissemination of the interventions with organizations such as SSA, AARP, websites,
health fairs, etc. Close collaboration with the subtask leader will be necessary on
the work.
,'f.-
-
111. Requirements
- .-
. . a -
~
Independently, and not as an agent of the Government the Contractor shall furnist all of the
personnel, materials, supplies, and support necessary to accomplish the tasks desc ibed below.
.... -
STATEMENT OF WORK:
Activity 1 --Study Workplan

- - -
The Contractor shall prepare a subtask management and workplan to govern the pc formance of
work under this subtask order and shall provide in the workplan a detailed allocatic n of resources
and a time schedule for accomplishing the work (Deliverable #I). The workplan s all allocate
total staff hours and the key personnel needed for each principal work task for eacl month of the
subtask period. It shall allocate the total subtask sum among each of the pnncipal isks for each
month oftke subtask. If the Contractor is subcontracting for any of the tasks, the \ ~rkplan.sha1.l
c. - - d e a r l i detail the ~ e ~ ~ o n s i b i l i toiTe 6s e contractor and the subcontractnr(s), ihe me hod by y h ~ c n -.- ..
the Contractor shall coordinate work activities, and the method3yXiich t k c o i ; .&03hall A
------ - .
assure accountability of the subcontractor(s). It shall set start dates, completion da :s. a d other---
-. -
major milestones for each task to be shown in the form of a bar, Gantt, or Pert char of activities
over the subtask period. Where there are interdependencies among the tasks, the M ~rkplanshal!
indicate the necessary input from one task to another.
The Contractor shall also prepare a narrative summary of the overall expected flon of work and
how each task shall be accomplished, relating this description to the allocation of s iff and other . .. - -A-
-.
resources. The workpl'ii~:shall be submitted within 4 weeks of subtask initiation. ( omments and
revisions from CMS will be taken into account and a revised subtask management nd work plan
- . .
shall be submitted (Deliverable #3). The workplan shall be updated from time to ti] le to reflect '.
c.+. .the~rogress
approved changes*'.during . of the subtask, and such updates shall be sut ect to review
-. .. .. . -'
and approval by CMS.
The Contractor shall-hold a subtask Kickoff meeting (in person or by conference ci I at the
discretion of-the subtask lead) and submit minutes from the meeting (Deliverable # .). The .
-. --
-: .. . -- .Contractor shall have conference calls w+th the subt&-=leader on a routine basisto.
.. .~.. . >
. . ..
technical issues, progress toward project objectiv&, and existing or pdtential.probi;

Contractor shall submit a-summay ofr-thedecisions reached at each call, to be revic wed and . ..
approved by the subtask leader.
The Contractor shall plan on meeting with CMS staff an additional time during the :ourse of the
.pmject. The Contractor shall submit a summary report of the discussions and deci: ons reached
at this meeting to be reviewed and approved by the subtask leader. .. .
At the conclusion of the project. the Contractor shall make a presentation describin; project
findings-at CMS headquarters in ~ a l t i m o i e .
STATEMENT OF WORK:
Research on Reporting Strategies for Informed Consumer Use of Health Care Qualip Data
Activity 3 - Monthly Status Reports

-- The Contractor shall meet with thesubtask leader on a regular basis to discuss tecf
- lical issues.
progress toward project objectives, existing or potential problems, etc. Notwithsta ding the
requirement of the--mastercontract nor of the Task Order as a Whole, the Contractc - shall include
in the Monthly Status Report the followingspecific items for Subtask # 6: a sumn iry of the
discussions and decisions reached at each meeting, to be reviewed and approved b: the subtask
- ........
-- - --- --
...
leader and an outline of all work accomplished during the preceding 4 weeks (Deli
.-The Monthly Status Report shall:
a
. . . .
-
.... -
include the .contract

. . .. ~
-- -
number
..
- . . -.
and the project diie-cfor: . -

-:-.~ ~-.-.- ---
-
-
~c
:*
,erable #6).
..
a -. -
review accomplishments to date, remaining activities to be completed, and he status of
the project compared to its schedule;
a report on progress in field data collection and data preparation and entry;
a discuss significant problems that have been encountered or are anticipated i ~d their
impact on the schkdule of the project, or if severe enough, on the overall ab lity to
accomplish the project's goals;
.. -
a include the Contractor's plan to deal with any identified significant problerr ; and, if
.,<- 4-.
appropriate, new3eIfiery or completion dates should be proposed and revi: :d resource
. . ... . _-
estimates included; - ---- -
.. .- A
a include data on planned versus actual expenditures by major task area (disc
greater than 10 percent should be noted);
*
-. ......-
-, include a discussion
..
. ".,
of-substantive findings ta.date; and -
.........
a include the financial management report.
Activity L S u b t a s k Proiect Design

The. Contractor shall prepare and submit a draft project design report (Deliverable # 4) to the
slbtask leader for review and approval. After receipt of comments from the..$ubtas leader, the
Contractor shall revise and resubmit the final project design (Deliverable # 5 ) . The roject design
report should include detailed information about how the Contractor shall conduct I ~sks
STATEMENT OF WORK:
Research on Reporting Strategies for Informed Consumer Use of Health Care Oualitv Data I
Activitv 5
Medicare beneficiaries in two different markets will be recruited by mail and telep(one to
participate in a pilot test of the intervention. The Contractor shall submit a protocol for testlng
prior to commencing this activity (Deliverabie #7).
- .-
~.
..
.
There are three major steps involved in the pilot.
-
--
l . - r : f i r i t , ~;ampid of kedicare benefitWries will b e invited to participate in both an experimeGal

and control site. They will be sent the survey developed in earlier work for ~ ~ ~ ; = arho&
completeit will beconsidered participants in the pilot.
r r dwIho
.- . .. .--
- .'
-. . . -. ..
Second, respondents in the experimental site will be sent within one week afier the baseline
survey has been processed, a stage-matched manual and a computerized, stage-matkhedexpert
system report. This report will provide individualized feedback on the key ~ransthleoretical
Model dimensions to facilitate movement through the stages for informed choice.
. .. __ ---
Individuals in the contfq&site
.
will receive no intervention
.
-..
-
Third, afier a period of 6 months has elapsed, the Contractor shall re-administer t h j surv&
. completed by respondents - ..
in
..'>
the first step, above. They will be re-assessed on a nukber of
.,A-;*..*
outcome variables, including stage progression and informed choice activities in odder to assess .
, -.--
. the efficacy of the intervention. -- -
.. ..- -I . - -
Activitv 6: Participant recruitment and baseline assessment
.-
The Contractor shall use the Medicare Informed Choice Survey developed by ~ r o d h a n ~ e
- Behavior Systems for CMS in earlier work, and the stage-matched manuals andexbert system
feedback reports. In c o r h a t i o n with the CMS subtask leader, the Cbntractor ~ h a aelermiRe
i
whether these materials need any further modification for the population in the twd sites of the
pilot, and if so, will modify the materials accordingly. Limlted qualitative testing Aay be
warranted should the materials require such modification. This will be decided in donsultation
with the CMS Subtask leader. The Contractor shall assume all costs for developme(& production,
.&ling and traclung of materials to selected beneficiaries.
~.,.-.
The Contractor shall translate the survey and intervention materials created under his task in
I
Spanish, and any other languages that are prevalent in the experimental and contrc groups
~elected~for implementation in this subtask.
STATEMENT OF WORK:
Sample Frame for Project Sample Frame for Part I

- - -
The Contractor shall work with CMSto draw a-sample of randomly selected, non
institutionalized beneficiaries both new and experienced, with equal numbers dra\ n from the
latter from managed care and fee-for-service enrollees from two different markets Special effort
will be made to ensure that the sample kame includes beneficiaries whose plans h ve terminated.
-
At a minimum, this file will include age, sex,Medicaid status and address. Teleph ne numbers
- -
are-not available and will be supplied by the Contractor through Telematch or a SI d a r process.
To
- -- minimize respondent burden adincrease the probability of a solid response ra ::the sahple
--
will not include those beneficiaries who have already been seleeted fer the most n
.
r
.
0
administration of the CAHPSMedicare Satisfaction Survey (MSS) andlor 3ieRe; 5-1Outcomes.--

Survey (HOS).
Mode o f Administration
The mode of administration shall be a modification of that employed in the nation

administration of the Medicare managed care CAHPS survey: a pre-notification 1c :er, one mail-
out with a post card r e d k d e r sent 10 days, and telephone follow up of non-respor ents,
- suffi~ientto ensure a response rate of80%. The Contractor is responsible for prin ng and
reproduction of sufficient numbers of all questionnaires, pre-notification and cove letters and
'reminder postcard~sf"coTnrirercia1quality, envelopes, first class mail (or the equiv lent necessary - - --
- to...ensure receipt
- of the. survey by respondents within one week--.-of the posted date) and return
postage.
. - .
.. - * ..- -
The Contractor shall,
Print and send a pre-notification letter to all survey respondents selecte , from the
sample frame supplied by C W , message-content to be determined by C MS and
.-
designand fo%nat created in concert with CMS, one week before the str E - p n d---
accompanying cover letter:
Print and send with the first survey mailing an initial cover letter to all r :spondents,
with message content determined by CMS and design and format create 1 in concert
with C-MS.
--.
In consultation with, and to be approved by CMS before release, design md print a
reminder postcard to be sent 10 days after the survey has been mailed;
Obtain telephone numbers of all respondents who have not replied by m ~il,in
sufficient time to begm telephone follow up 3 weeks after the questionni ire is sent.
CMS does not have - .- telephone numbers for beneficiaries.
STATEMENT OF WORK:
Make provisions to answer any questions beneficiaries or those who as. 1st them may
have about the questionnaire, by setting up a toll-free telephone line, a\ ~ilable9-5
p.m. EST, weekdays.
Qualihi Control
-
*.
The Conkactor should set up and document quaiity control procedures for all phas s of survey
- imple6ientatioi, including, but not%mited to, . . - -- ....
mailing and recording of re eipt._of, - ..
surveys,_information and*assistwce calls handled, telephone adminkgation-.sf-sur\, :y, coding - --
. ..
- -.
- --
..
and editing, keying in survey data, data tabulation and analysis, and preparation of ~urvey - .
reports. The Contractor shall describe their progress in both written reports as spec fi ed
elsewhere in this contract and in-person meetings with the subtask leader and othe~CMS staff.
Data pr-ocessing, including, coding, editing andfile creation arid final disposition ( ffiles
Contractor must clean, code and edit questionnaires. Editing rules are to be develo led in
. .. - ----
-
consultation with the CMS subtask leader. Responses that fail edit checks should 1 :followed up
. -.&
and replaced or discard'dcand imputed data should be flagged on the file. The corr )uter record
layout shall be completely-documented.
- 9
..-
....+
.<
-.-.. ...> of usablelcomplete surveys will be developed in ac :ordance with
.Standards for the determination . . .
--.
CMS staff before data collection begns, and modified as data collection proceeds I 'needed..
Data Files
The Contractor shall produce two person level data files, one from each administra on of the
survey instrument. The Contractor shall supply CMS with electronic coples of all ie data files --.
.
- ---- -- listed. - -. -- -
.- .- -C
Each person level will have the records ofall respondents with beneficiary ~dentific-s. These .. . .
data sets will include all questionnaire items, including all demographic and any co ~structed
variables. The Contractor shall prepare draft and final files with accompanymg file
documentation, of the full frequency distribution of both unweighted and weighted ,esponses--
thelatter to include non-respondent weights, and any composite variables, for each tem with
percentages for valid responses only, as well as weights for each case. Recoded va ables should
be shown in their final distribution and should also be included in the file documen ition.
Summary statistics such as means, standard deviations, and standard errors will alsc be included
for many.items and constructed variables. These data files will be turned over in th ir entirety,
and will be wholly owned by CMS. The Contractor shall destroy any and all copie: of these files
upon completion of the contract.
STATEMENT OF WORK:
Research on Reportmg Strategies for Informed Consumer Use of Health Care Quallty Data
Each file will include the analyses of each of the 15 major variables by demographics: stage
- distribution for readiness to partictpate in informed health choices, decisional baldce (pros and
cons) of participation by stage of reachess, self-efficacyllevel of confidence in choices under
high risk situations, processes of change currently being applied and experienced a/ each stage.
Activitv 7-- Deliver- of intervention
- . .. -
-
-
::----
i
h
Respondgls who complete the baseline assessment in the experimental.-market will receive the
n t g - y ~ i t i d nmatefials: stage-matched:educatibdmanualsand individually tailored !-eports Goom
the expert system delivered b) mail, within one week Bfter their b a s e h e assessnEdts
---?-- .. . .
. .
-
ha~&be€n
~ e s ~ o n d e nbths o 'cdinplete the baseline assessment in the control market u d l not . _ -- -
. - .~
. - .
-.
receive these materials. T h e Contractor shall assume all costsfor development, prdduction, -. .
mailing and tracking of materials to selected beneficiaries. . .
Activity 8--Follow-up assessment
Six months after the intervention has been implemented, the Contractor shall admilister the
~ -
- --
.
orignal baseline survey tp all participants in the intervention and control groups. Both groups -&
will be assessed on all h',~ranstheoreticalModel variables and other agreed-upon indices of

- informed choice to determine the effieacy of the intervention. - .
-
Activity 9-Data
... --
fi2T'yssl"s ' '
-., ---- -
~
The Contractor shall employ a variety of statistical techniques to analyze s k d y ou+&mnesand
shall submit a protocol for analysis prior to commencing this activity (Deliverable #8). The wide
range of measures--including both ordered categorical variables and continuous vakables-and
types of research questions--including basic outcome, change, and process to outcobe--requires ..
-. . . . .that-diverse-andsophisticatedanalytic t e m i q u e s bew-ed. Among the types of h?lyses that the
Contractor shall ierform'ke those listed~below, giving a summary of the d i e r e n t t;ypes;of '-
analyses that are appropriate to answer the most important research questions that are expected to
arise in the,.project. These analyses may be modified at the discretionof the CMS kubtask lead,
in accordance with changes in design as may be necessitated during the course of the project.
STATEMENT OF WORK:
Research on Reponing- Strategies
- for Informed Consumer Use of Health Care Oualitv Data
a. Analysis of Primary Outcome Variables
-.
The overall study design is a randomized 2 (groups) x 2 (occasions) factorial desi n with
repeated measures across occasi6k~[baselineand follow-up). The primary .outcor e measures
will be stage of change and agreed upon behavioral indicators of informed choice the latter to
be determined in consultation with the CMS subtask leader. For stage of change a id other
categorical outcome measures, an ANOVA for proportions with arcsine transforn ition will be
performed. The basic analysis to test the hypothesis of comparative treatment eff ctiveness on
- . .... ~.
...
_.__
..
--.-
..
continuous measures will be a multivariatemalysis of variance (MANOVA) follc
separate
. . .-
-.
gnivariate
. .- - -
ANOVAs. ---
.- .
-.-
..
b. Analysis of secondary Qutcome Variables

..
--
~. .-
..
--.-.<
--.-. .
~
.
. . ..
. . .
---
~ e byd
.-
Numerous secondary outcome variables are available, both categorical and con& lous.
including intermediate variables such as decisional balance and self-efficacy. In 1 :neral,
design and analysis approaches will be similar to those employed for the primary utcome
variables. Separate MANOVAs will be performed using measure subscales (e.g., ros and
cons of the decisional balance scale) as the dependent measures.
c. Latent Transition Analysis for Stage Movement.

A powerful a p p r o a c w the analysis of movement through the stages of change is atent
-
transition analysis (LTA; Collins & Wugalter, 1992; Evers, Harlow, Redding, & I 3forge,
1998; Graham et al., 199 1 ; Velicei; Martin, & Collins, 1996; Velicer et al., 199! 1. Because it
.. is sensitive to thgyvol-e range of possible transitions in stage of change members1 ip, LTA is
..
an ideal approach for the&essment of stage movement. The primary hypotheses o be
- -investigated involve both progression and regression transitianprobabilities. For t3 (ample, it is
1
expected that the transition probability for progress to advanced stageswm be hTg;$j i e m r the
I
intervention group than for the control group. Similarly, regression transition prot)E tbilities are
expected to be lower' for the intervention group than for the control group. This reC'ently
-. --- - - . - .. .,
develope&Statistical technique is appropriate for a stage model which specifies
piovides-a theoretical model, such as t* Transthebtr3tical
.. -Model. - . .
-.or er and
. ~.
..:. - ..-- _---. .
1'd ___
_.
d. Process to Outcome-Analyses ; -- -- 1 ~ ..
An important class of secondary analyses will examine the nature of behavior change within
and across groups. These analyses will examine the relationships between intervehion and
process measures, including the processes of change, decisional balance, self-effiaacy, access
.-++oother CMS educational materials, and the final outcome measures. Structural ehuation
modeling (SEM) will beemployed to conduct these analyses (Bentler, 1990; ~ o r e A k o&~
Sorbom, 1989). The scope of SEM is wide and permits modeling both cross-sectibnal change
and longtudinal process-to-outcome relationships. SEM analyses involving repeAed measures
across'time, such as cross-lagged panel designs, will be particularly useful. These analyses will
provide considerable insight into how the interventions may be effecting change and will be
especially helpful for continued de&opment and refinement of our expert systerr/s and other
interventions (e.g., Velicer etal., 1996). Although the Transtheoretical Model hasibeen
extensively tested in several behavioral areas, further modeling efforts for the application of
STATEMENT OF WORK:
Research on Reuorting- Strategies
- for Informed Consumer Use of Health Care Oualitv. Data . - -
the model to informed choice change is needed. Sample sizes will be sufficient t ) conduct
SEM analyses both within and across groups.
- -
e. Subgroup Analyses Subgroup Analyses
Additional analyses will be conducted to assess whether treatment has a differen ial effect on
the primary outcomes among beneficiaries in managed care versus fee-for-servic e, as well as
new, experienced, and beneficiaries whose plans have been terminated. These SL 3 F'UP
analyses will determine if the interventionsare better suited to different Medicar :markets.
- - .
--
-~t - B e Contractat shall include in this~nalysisan assessment of any differential effec
intervention on managed care vs. fee-for-service, new'vs: experierrced, and----
benepi'c
-
plans have terminated. and any bossible effects other CMS-sponsored communlc$
had on the intervention.
Upon conducting the analyses, the Contractor shall submit a draft topline report (D :liverable
#9a). Upon receiving comments from CMS, the Contractor shall submit a final top line report
(Deliverable #9b)
Activity I 0--Project Cxmdination %?. .
The Contractor shall contact the subtask leader on a regular basis to discuss technic a1 issues,
,progress toward project objectives, existing or potential problems, etc. The Contra :tor shall
*,.--. -.A
.,%*. . . - .. . . .r
submit a summary oTthe discussions and decisions reached at each meeting, to be I eviewe?T'and -
. approved hy the subtask leader. It is expected that there will b g q - y close coordina .ion between
the Contractor and the subtask leader on all contract activities. Modifications may ,e
necessitated as findings from other research projects are studied for their implicatic ns-for
example, the impact of cognitive deficits on decision making about health plan cho ce may need
to impact thedesign of some aspects of the study. . .-
..
.. :
. . .- - . .
.- .-=..
--.
-.. .. .
The Contractor shall and submit-brief written monthly progress rep6rtS-huf

work accomplished during those.week_s.. The reports shall:
lnclude the contract number and the project director;
. .- .. Review accomplishments to date, remaining activities to be completed and 1 ne status of

the project compared to its schedule; _..,. .
. Reports on progress in field data collection and data preparation and entry;
Discuss significant problems that have been encountered or are anticipated 2 nd their
impact on the schedule of the project, or if severe enough, on the overall abi ity to
accomplish the project's goals; .
STATEMENT OF WORK:
Research on Reporting Strategies for Informed Consumer Use of Hea!th Care Quality Data
Include the Contractor's plans to deal with any identified significant problem. and if
appropriate, new delivery or completion dates should be proposed a i d revi id resource
- -
estimates included; -
List planned versus actual expenditures by major task area (discrepancies p eater than 10
percent should be noted);
Include a discussion of substantive findings to date;
. --* -
.- :
--- .-- -- .- . .
------
-s-- ..
The Contractor, subcontractor, and consultants shall discuss with the subta5 :leader any, -.-
- -
opportunities to publicize and disseminate research findings and shall not p .rsue
publication or presentation relating to subtask findings without consulting t e subtask
leader.
Activity 1 1 --Write Final Draft Report

. . - -&-
The Contractor shall *I$' % a draft final report that provides a detailed discussion of najor project .. .
design and implementation issues (Deliverable #1 Oa). The report shall describe all relevant
- . .
features of each of the phases of this project including all facets of baseline and fol ~w up survey
.implementation, weighting --..-.-of data, creation of stage appropriate matenals and desi p and
<-*?A,.-
- .. , -- ...
implementation ofthe intervention, discussion of results obtained in control and ex ~erimental
- conditions,md implications-for CMS's efforts to cornrnunicatg-with beneficiaries i 30ut
informed choice. The Contractor shall pay attention to tne potential costs-and b e a its -of--
targeted assessments and communications (marketing and education) to Medicare 1 eneficiaries
based on the model m d the tools and strateges developed versus alternative appro; ~ h e to s -.
promoting informed choice. The report also shall provide a detailed analysis of an) problems . .._-
-. ---- .. .. ,. encountered, lessons to be learned, and lqgcal f o l l o w q efforts. The report shall I ~corporate
... -
. -. -.-. *-
~ -.- .
relevant elements or previous reports prepared for-previous tasks.
~
Activity 1 1--Write Final Report
The Contractor shall submit a final report (Deliverable #I Ob) that incorporates the omments and
,re*sions suggested by the subtask leader. The Contractor shall also supply copies lf the final
report on a computer disk or electronically using Microsofi Office 97 and Adobe A robat format
or another format agreed to by CMS.
STATEMENT OF WORK:
Research on Reporting Strategies for Informed Consumer Use of Health Care Quallty Data
Activity 12-Presentation to CMS
The Contractor shall conduct a multimedia pesentation in Baltimore to CMS staff bn the results
and implications of the research project ( ~ i l i v e r a b l e#1 I).
STATEMENT OF WORK:
IV. Schedule of Deliverables

-
Schedule of ~eliverablesfor Subtask 6
ITEM DESCRIPTION DUE DATE
Deliverable 1 [Activity 11 Preliminary subtask Month 4
management and work plan:
One ( 1) Electronic copy in
- Microsoft Word 9.7 and three
-Deliverable 2 -[Activity 21
--
(3) IiSd copies
(Kickoff) meeting repoft: -
" d i e (1) Electronic copy in

Microsoft Word 97 and three
(3) hard copies
Deliverable 3 [Activity I] Revised subtask
management and work plan:
One (1) Electronic copy in
(3) hard copies
Deliverable 4 [ ~ c t i v i t ~ * ] Project design: One (1) Month 7
Electronic copy in Microsoft
Word 9 7 and three (3) hard
. , .;- ; . --. ;.. copies
Deliverable 5 [Activity 41 Revised project design: Month 8
- . . - One (1) Electronic copy in
, Microsoft Word 97 and t h e
(3) hard copies
Deliverable 6 [Activity 31 First Monthly Status Report Month 10 (and montt
addressing the specific thereafter)
. requirements of Subtask-#6:
See distribution requirements
In _Deliverable#3 for Task
Order as a Whole
Deliverable 7 [Activity 51 Protocol for testing: One (1) Month 1 1
1 Electronic copy in Microsof? Month 12
Word 97 and three (3) hard
co~ies --
.-.&
Uonth 15
( 1 ) Electronic copy in Uonth 16
Deliverable 9 [Activity 91 ... -
9a. Three (3) hard copies of Uonth 19

- 'fopline on testing & 1
electronic copy Uonth 20
48
STATEMENT OF WORK:
Research on ~ e p o r t i n gStrategies for Informed Consumer Use of Health Care Qualitv Data
9b. Three (3) hard copies
of Topline on testing & 1
elecSrmic copy
Deliverable 10 [Activity 1 1]
1 Oa. Three (3) hard copies
.- Month 2 1
of draft report and one
electronic copy Month 22
lob. Three (3hhard copies
of final report -.
and-me electromc copy
-- -
Deliverable 1 1 [Activity
. .
121
. .
Presentation at CMS Month-2-2
STATEMENT OF WORK:
Research on Re~ortineStrateeies for Informed Consumer Use of Health Care Oualitv Data
-
Subtask 7: Final Report -
At the direction of the Government ~ & Leader
k (GTL) for this task order, at appn vimately 2 1
to 24 months after commencing work on the above subtasks, the Contractor Shall p .educe a draft
final report on the work of the Contractor and its partners. This report shall summ rize and
synthesize findings from the six areas in the original contract and any additional w rk that may
- -
be relevant. The implications of findings forCMS policies and procedures shall b~ explicated.
-.
L Outline ansd raft
. ,.
--
--
-
J ---
_
The Contractor shall draft an Outline and plan for the integrative report on the wor
-=
-:
r . * = ,
of the task --
order (Deliverable #la). In conjunction with the GTL, the Contractor shall conven : (in person.
by telephone, or by electronic means) a panel of experts in research and in the Mec care Program
to revlew and comment upon the Contractor's Preliminary Outline and plan for the final report
(Deliverable # I b). Upon receiving comments from the panel, the Contractor shall lrafi a report
(Deliverable #2a).
The organization of th'&&aft report shall be as follows, unless agreed to by the GT . after
discussion with the TEP. The first section of the report shall deal with public rep0 ing of
-
comparative quality data on healthcar6 facilities and providers. Similarities and di Ierences
between the data, audiences,
.,w*d+z ,-. and reports shall be discussed with emphasis on impli
.d ations for
CMS policies and procedures. The second section of the report shall focus on targ t audiences
- for health~erequality data, including health plan, provider andhcility data. This s ction shall
emphasize implications-for marketing and promoting use of quality data @Re pul i6. T i e third
section of the report shall focus on supporting beneficiaries to make informed heal, 1 plan
choices. This sectiorshall discuss evidence about Medicare beneficiary skill and I otivation to
utilize not orrly health plan quality data, but quality in conjunction with price, bene it, and other
.- =..? - health plan characteristics. This section shall emphasize the options, advantages. a -
d -*.- -
disadvantages of support~ngbeneficlanes through different programmstlc vehicles composites,
declsion tools, information intermediaries, and other vehicles).
The draft report also shall provide a detailed analysis of any problems encountered lessons to be
learned , and logical follow up efforts. The report shall incorporate relevant elemei ts or
previous reports prepared for previous tasks. The Contractor shall reconvene the pa el to review
the draft report (Deliverable #2b). The Contractor shall demonstrate, to the.satisfac ion of the
GTL, in its conduct of a meeting of this panel and in its written response's to comm nts, a
strenuous effort to achieve consensus about the inferences and conclusions drawn f 3m the
results of the work conducted.
STATEMENT OF WORK:
11. Final ~ e ~ o r t
- .
The Contractor shall revise thedrafi-ieport aft& responding to comments f&m thr panel of
experts and from the GTL.--It shall then submit a final report (Deliverable #3) thal incorporates . . .
the comments and revisions suggested. ~ - c o of~ the y final report shall also be su] plied on a
computer disk using Microsoft Office 97 or another format agreed to by CMS. Tl :Contractor
shall present the findings of the final report in an in-person presentation to CMS i~ Baltimore
-,(Delivecable #4). ..
...
--- --
. . . . . . . . . .
--
. .
- -. - - ..
..
. . .
..
--- . ..
..
7 ..
.-
...
Deliverable 1 1 a. Preliminary Outline of

DUE DATE 3
Month 2 1 of the Co tract
.
. .
Report-2 hard copies, one
electronic in Microsoft
Word 97
1 b. Convene meeting of End of Month 2 1
. . . ... panel of experts
.. .A
2a. Draft Report-Two (2) Month 22

Deliverable 2
hard mpies, one electronic
in Microsoft Word 97
2b. Convene meeting of End of Month 2 1
-- ..
panel of experts
-
Deliverable 3 .Final Report-Two (2) hard Month 23 "'-
copies., one electronic in

Microsoft Word 97
Presentation to CMS Month 24
C

~ a l t i m o r e MD
. 2 1244-18-50
We invite you to submit a proposal in response to this Letter Request for ~ r o ~ o k(LRFP)
al No.
01 -0 I I, entitled "Campaign to Promote Quality of Care in Nursing Homes," fo! a proposed
task order we will competitively award under the CRC contracts. We anticipati awarding a - .--
I
Cost Plus Fixed FLg&CPFF) task order from this statement of work. Your resp?nse must be in
-
accordance with the requirements set forth in Section G.2 entitled "Task Order Proposals" of
your base contract and this corresjjondence.
.'rrr.&.r .-. ..,'> ... .. . --
You must submit technical and administrative questions concerning this LRFP bs well is . . _.I'
- BIDIIW) BID decisions via E-mail to Juanita Pang (JPang@cms.hhs.gov) by jhursday,

August 16,2001. w e request that you also provide your rationale for a@ NO BIDdeZisions
at that time.
.
You muit submit your price proposal and technical proposal, on or before ~:oo/P.M.local .._.
- --- - prevailing time on ~ h u r s d a yAugieist
, 23,2001 to the address listed below. h-cm~sals-
submitted electi-onical1.1:are not acceptable. I
.- . . - - -
. ..
The Centers for Medicare & Medicaid Services

Acquisition and Grants Group
ATTN.: Ms. Juanita Pang, Mail Stop C2-2 1 - 15
..-" -
.. -
Baltimore, MD 2 1244-1850
.-,A
The evaluation criteria are included. The evaluation process is the "best value" approach; with
aw&d being made to the offeror(s) whose proposal(s) islare the most advantagt ous to the
Government. Technical quality of the proposal(s) is more important t'nan cost1 rice.
We are not committed to reimburse any costs associated with the preparation o j submission of a
proposal nor to procure or contract for the services described herein. In additiob, the Contracting
Officer is the only individual who can legally commit the Government to the exipenditures of public
..- funds in connection with the proposed procurement. If you have any questions. please do not hesirarr
to contact Juanita Pang on (410) 786-5538.
Sincerely,
Mary E. J O ~ ~ S 1 . . . .-
CdntracTing~-ffi~c&
. -:F.
.- . ..*. . -- . ' -.--.
.--
.
Attachments:
1) Proposal Preparation Instructions (3 Pages)
2) Evaluation Factors for Award (1 Page)
4) Statement of Work (12 Pages)
LKkY U1-011
AMPAIGN TO PROMOTE QUAL, . OF
CARE IN NURSING HOMES
I. PROPOSAL PREPARATION INSTRUCTIONS
To assist us in thoroughly and completely evaluating all proposals, you must submit your I .oposal in
accordance with the following format requirements specified below, and adhere to the pagl limitations.
There will not be an oppoitunity for oral presentations. Assume a mid-September 2001 acr nd date, with
the Kick-off meeting and orientation to meet the key government players and set expectatic ns to be held
after award of the Task Order.
A. ContentIFormat
You must submit an original plus three (3) copies of the following documents:
- - . -
--
- 1. Technical Proposal (Not More Than 25 Pages):
- -(b) Technical understanding and ~ ~ ~ r o a c h -
.-- . .- (a).-E x & u ~ summary
(c)
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~ a n a ~ e m e~r lha ?and'pk'rsonnel

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Qualifications
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(d) Work Plan and Facilities
(e) Corporate Experience
(f) Past Performance (submitted as attachment; not counted towards page limit' - List of
relevant references (description, dollar amount, period of performance, custc rner. point of
contact, and phone number)
(g) Resumes (submitted as attachments for those categories you propose as ke:
pages maximur;bfor each resume; not counted towards page limit)
2. cost Proposal (No Page Limit): Y'ou must provide a detailed breakout of costs a the - .
proposed task-p,r$&-,$~cluding
.. the detailed costs for any proposed subcontract( , if
g
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applicable.
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3. Assumptions: Assume a mid-September 2001 award date. .#
11. SUBMISSION OF TECHNICAL PROPOSAL

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A. Generar Infomatioin #,
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As set forth above. the technical proposal must effectively convey your ability to p form this . .
effort, and must address the evaluation factors identified for this requirement. Yo1 nust submit
hard copies of your technical proposal by 2:00 P.M. local prevailing time on Thl ;day,
August 23, 2001, to the address specified in the LRFP. Proposals submitted elect nicallv are
&iaiceptable.
.-5 (.
Technical Proposal
(a) ~xecutiveSummarv: Your proposal should demonstrate a detailed, comprehe~ ve and

overall technical approach for successfully meeting the objectives and requiren nts of this
task order.
LKbY Ul-Ull
,AMPAIGN TO PROMOTE QUAL. 1' OF
(b) Technical understanding and Approach: Your proposal should address the folldwine: -
I. Demonstrate that you understand the statement of work and are aware of codtract objectives and
required tasks to produce the desired products;
2. Describe your approach in applying qualitative and quantitative research techniques as outlined
in the reqiirements;
- 3. Demonstrate your experienee with CMS consumer audiences, partners, and nursing homes.
4. Demonstrate your understanding of health promotion; behavioral sciences, A d social
marketing concepts; ..
5. Describe your approach in conducting needs assessments that reflect stated requirements,
including application of the PRECEDE-PROCEED model;
6. Describe your approach in creating copsumer materialslbehavior change messages based on
-. - criteria like those expressed in the creatlve brief;
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. - . 7.L.-I)eicritie$ur approach to campaign implementation, especially in engagmg and trai6ing
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partners, using the media and evaluation, especially in tracking exposure t@campaigii Messages
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and rneasurhg behavib;change; . - ---.
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8. demonstrate your understanding of quality measurement and improvement and a clear grasp of - - '-
the barriers and opportunities in communicating quality measures to consumers.
(c) Management Plan and Personnel Oualifications: Your proposal should address t
1. Percentage of time each staff member will contribute;

2. Contingency pl'qpif key staff members are unavailable or have competing
3. Supporting documentation for subcontractor qualifications;
41 Skilled personnel that are not 6nly competent, knowledgeable, and experie :ed, but that ' -
also have tk-e-ggguisl@ academic qualifications, relevant training and exper rice; key
-. . . . .. . -- ..
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personnel should have sufficient background in campaign development, so a1
marketinglhealth promotion, and quality measurement issuesand with Me( :are
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priorities, populations, and partners;
Key Personnel:
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1. Proieet coordinator: Provide-an individuai'with organization and man, emgnt - --- ski&
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to serye .-
as project manager for this effort. This individual will participate as th primary point of
contact and overall coordinator of contract activities. This individual w work directly with - -
team members on the overall planning and execution of activities.
2. Research Analyst, Social Marketing Manager. Media Relations (SMEs Provide access to
...+:
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Subject Matter Experts (SMEs) who have experience and knowledge ir :ampaign planning,
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execution, and evaluation, public health issues, media relations,%fid mi cetinglpromoting

Federal programs targeted at specific audiences. SMEs should have kn wledge/experience in
implementing quality improvement and in communicating to consumer and providers
quality measurement as it applies to the health care field in general and ) nursing homes in
particular. ... . -
LKFP 01-01 1
.AMPAIGN TO PROMOTE QUALL .. OF
3. Designers and Experts in Materials Development: Provide individuals J i t h creative and

technical expertise in creating consumer products for multiple mediums.
(d) Work Plan and Facilities: 1

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Your proposal demonstrates that you understand the steps within the process for developing
the materials, a timeline to accomplish the work, a milestone chart, a m -
deliverables tohexonsidered - f e r - p - n t a s t h e p f e e a n ~ r e ~ m e & ~ r m
is of sufficient size and has adequate resources to completeisupport the various tbsks.
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(e) Corporate Experience:
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our $bpdsd-ihould include information o i i - . .. . - I -.-..

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1. your invol'&meA in a & i e t y of projects performing the same or similar typ,e tasks, hlghlghting
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experience with nursing homes.
2. Your creation of materials, effective tools, or campaigns aimed at the ~ e d i d r population,

e as
described in the statement of work. Your experience disseminating informadional material,
putting material to use, and utilizing the media to conduct campaigns.
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3. Your knowledggaf the Federal programs and other programs that deal with communicating
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quality of care issues to the Medicare
- population. Include specific examples of work performed
or products developed.
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4. Your knowledge of potential campaign partners and your ability to engage abd train
typical Medicare partners or stakeholders. --- -
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(f) Past Performance:
Provide a list of t h e e (3) references for similar services within the past 5 years hat can
- address four capabilities
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.for
. . .this
. task order: . .._ - _
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Project Title .- -
Brief Description-' - - -
Company
Contract Number
Point of Contact/Name/Phone Number
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Period ofPerformance
Contract Amount
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NOTE: It is acceptable to provide more than three references in order to ac ount for
significant subcontractors'that may be on your team.
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L m I U1-UIA
AMPAIGN TO PROMOTE QUAL, OF
EVALUATION FACTORS FOR AWARD
The Government will conduct a comprehensive evaluation of each proposal utilizing the "best value"
process to determine which proposal offers the best combination of technical capabilities add estlrnated
cost/price to the Government.
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Evaluation Factors: The technical evaluation factors for-this requirement are listed below in,descending
order of relative importance.
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1. Techizical Understandina and A p ~ r o a c h 1

Yourproposal is complete and demonstraces that you understand the statement dfwork and
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-- --arciwGe e f contract objectwesgd tasks required to produce :he desired p r o d u k \.our
proposal demonstrates-your understanding of nursing home campagns and o u d a h , -
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progigms and ybur qiialifikitions for providing qualitative and q u a n t i t a t ~ s e z ! r c h ..
Your proposal includes personnel who are competent, knowledgeable, and expehenced in the skills
required in the SOW. Resumes of key personnel that reflect a variety ofexperidnce in similar tasks.
Your proposal indicates the percentage of time and expertise that each staff rneAber will contribute. -
Your proposal inch& a contingency plan if key staff members are unavailable or have competing
duties. If you propose subcontractors, you have provided information supporting their qualifications.
.. 3. Work Plan and Facilities

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- Your proposal demonstrates that you understand the steps --- - the process for developing the
within
materials and a timeline to accomplish the work. Your firm is of sufficient sizeI m d k s adequate
resources to complete/support the vanous tasks.
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4. Corporale Experience -
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Your proposal will be evaluated to determme ihe extent to whlch $our companyI fiS1he =cessary -
experience, staff, facilities, resources, etc. to perform the tasks requlred under this task order.
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5 . Past Performance and Experience
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Your proposal will be evaluated to determine the extent to which your cornpan$ has the necessary
recent, relevant experience and past performance record with work simJar to that required under this
task order.
B. Cost valuation
We will perform a cost analysis of your proposal and analyze it for cost realism. Cost realism is defined as
your ability to propose estimated costs, which are reasonable and indicate that you unc erstand the nature and
extent of the work you will perfom.
Statement of Work
Campaign to Promote Qudity of Care
In Nursing Homes
LRFP 01-01 1
- I. Purpose -
In 1998, the Centers for Medicare & Medicaid Services (CMS) launched a nurs ~ghome
campaign to improve quality of care in nursing homes, highlighting areas impor nt to
both nursing home residents and providers, such as abuse and neglect of residen and
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nutrition and hydration care of residents. GMS also developed regulations requi n_g
S t a t e ~ t osystematically monitor the safety and quality of care of their residents.
-- - Maintaining itscommitment to-Sirsing home-care issues, CMS is expanding the
campaign to focus onpromot_jngquality of care in nursing hoines.-'Unde~he_d
quality of care, this task order serves to address two main components of the nG
home campaign.
The first component of the Campaign to Promote Quality of Care in Nursing Ho les is
the design and implementation of a Consumer Choice Campaign for Quality Gal to
communicate to consumers in a way that they can understand and use informatic on
quality of care provided in nursing homes in America. The second component a dresses . .. - -*-
the development of &aterials for the continuation of outreach to nursing home rc idents, .-a
their families, health care professionals, and administration.
11. Background , . . .-.
Consumer Choice Campaign for Qualitv Care . " . ----
CMS plans to design and conduct a Consumer Choice Campaign for Quality Cai , to
communicate to consumers in a way that they can understand information on qui ity of
. .i.
care pro&Ied in nursing homes. in America. This consumer information will be rawn
from data thatwill b e ~ f f i c i a lpublished
l~ in 0 c t d k f 2002 as nursing hornepirt glance ,-
measures (PMs) and facility characteristics for all Medicare-certified nursing hoi es in
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the United States. The data will also be available on www.medicare.goy as part f
~ u r s i nHome
~ ' Compare.
4;-'.'
CMS expects to identify about 10- 15 PMs that will include both post-acute meas res and
chronic care measures from the Minimum Data Set (MDS). Post acute measure: dentify
the quality of care delivered to short-term residents who typically are on'ukdical
Chronic measures identify the quality of.care delivered to long-term residents wf I are
typically on Medicaid. Between 5- 10 nursing home characteristics important to msumer

choice will also be identified from CMS survey information.
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Performance measurement and consumer information experts will advise CMS ()n
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methods to refine the measures in order to increase their salience and use by con sumers.
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Once the measures have been vaiidated, formats will be designed. vetted with in dustry,
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consumer tested, then used to display PMs in the publication of nursing home calmparison
information.
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The goal of the Consumer Choice Campaign for Quality Care is to develop stratt:gies and
engage partners in communicating to the public accurate, reliable, and relevant
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performance information, so the consumer;js enabled to make comparisons am01
-nursinghomes and ultimately make better-informed decisions. The challenge is
. ~ . : d o ~ s u r r i &understand
understanding. CMS
s~o ~
. . . . . also
the i n f m a t i o n and-to assess how their behavior reflecl
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. . . . recognizes
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and national levels have in conducting this campaign.
the profound ?ole that pamers.at the loc&
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Nursing Home Outreach

As part of its campaign on nursing home abuse, CMS developed a poster accom]janied
with information cards for a national awareness campaign on the detection and p{evention
of abuse and neglect among riursing home residents. These materials were evalu ated via
consumer and observational research, and the results indicated that the nursing hlome .... -
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industry needed tn'kinore involved in the development of this campaign. Basecd on .
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- these findings, CMS is.'redesigningthis poster. Through this task order, CMS w;snts to.
develop and produce a promotionai kit and video discussion guide for continuatitbn of the
.. national campaim,. -... .,.+
- As part-of this kit, CMS would like to include previously developed videos aloni with a
discussion guide that is cur-&ntly in draft form. CMS developed three'Gdeos 6;I1 famiry
members, ombudsmen, and health care workers. The first video, "Finding a New Home:
I
Choosing Long I h - C a r e " gives insight to consumers on how to start this pro1cesis. The
second video "Loss and a. .New Begnning: Living in a Nursing Home" helps _re sildents -...
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understand this t i m e ~ change
f in theE lives. Thif K,rd video "Becpming .a.. .C&
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Nursing Assistant" highlights the qualities and professionalism required of nur:;In;g home
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personnel and their importance to families and residents. These programs are stdn~d-alone
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so viewers come away with a clear overview. The videos fade to black every t\NO or three
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minutes, marking "chapters" so the presenter can pause the tape in order to mal:eI Further
points, solicit audience reactions, and answer questions. Under this task order, further
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development of the discussion guide will aid the presenter and give the audiencel -.-3 '.
(patients, caregivers or certified nursing assistants) a hard-copy as a take-dway i tern for
easy reference later.
111. Requirements
The purpose of this task order is twofold. One, the contractor shall assess and velop a
plan to design, implement, and monitor a Consumer Choice Campaign on corn micating
quality information on nursing homes to consumers and engaging appropriate I tners to
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convey this message. Two, thccontractor shall partner with appropriate stakeh ders to
redesign and refine products used in outreach campaigns aimed at nursing hom
residents, their families,--healthcare professionals, and the industry as a whole.
A. Specific tasks to be performed for the Consumer Choice Campaign

The contractor shall perform the following activities for the assessment, develo nent,
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.-design,.implementation,
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and monitoring of.the
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Consumer Choice Campaign:
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1. Needs Assessment . .. -..
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w e d s Assessment activities will focus on and identify potential target pop; tions for -----
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the campaign, strategies on how to reach them, as well as the relevant beha' )rs
associated with understanding quality information and taking actions based I this
understanding. Potential partners to help conduct the campaign shall also b
identified. The contractor shall also identify campaign goals and objectives baseline
measures, and indicators for campaign success.
Apply the PRECEDE-PROCEED model in this analysis to help identify an1

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the social problems and relevant health issues that impact the target populat n,
identify behavioral and non-behavioral-causes (personal and environmental ctors),
and identify administrative, policy, or organizational concerns which may e :ct
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campaign ~m~Tem'eiiGtion.
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Identify potential partners which may include but are not limited to:mrsing
Peer Review Organizations (PROS), ESRD Networks or facilities, State He;
Insurance Assistance Programs (SHIPS), hospitals, family doctors, advocac
other8health care professionals or staff, representatives of the health care inc
(e.g., AMA. AH4, specialty societies, etc.), a d o r others as identified bytf
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Identify audience-specific strategies that may include, but not be limited to: ,oviding .. -.
information and enhancing skills, enhancing existing services and support s tems,
and providing policy recommendations on removing bamers or promoting
opportunities.
Prepare a Needs Assessment Report as a summation of findings. Thisrep01 ;hall

include but not be limited to the: summary of relevant data, conclusions dra I fiom
the application of the PRECEDE-PROCEED model, expression of and ratic ile for
population-specific goals and objectives for the campaign, and identificatio~ 1f
appropriate campaign strategies, partners, and resources.

2. Development
a) Prepare a Creative Brief based on the findings of the Needs Assessment to be used in
developing concepts, messages, and materials and selecting channels. The dreative
Brief shall include but not be limited to the:
statement of the campaign goal(s)
definition of target popiilation gr6up(s) and rationale for selection
identification-and profile of primary and secondary audiences
written behavioral campaign goals and objectives that are population-specific
as well as measurable, achievable, relevant to the campaign, and include a
time for attainment .\
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~. B statement of the campaign's keylpromise or benefit for consumers
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-. * sel&tion of populatibn-specific strategies, including identification of . .
appropriate channels, campaign activities, materials,'afid . . .

. methodology -
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delineation of potential obstacles and opportunities for implementation

identification of specific partners to engage in campaign implementa&on,
which may include: government or public agencies, businesses, comhunity
organizations or associations, faith communities, or the media
listing of other considerations.
b) Draft a Campafg@ssessment and Monitoring Plan based on campaign and

objectives that outlines the methodology for both process and outcome assesbments.
- and identifies appropriate measares. Specify in the plan potential measures for
outcomes, such as behavior change goals. Collect baseline data if necessary and if
possible to4%%uXe in'Tthe plan; alternatively indicate if and when baseline data will be- .
. --
. .. collgcted. The Campaign Assessment and Monitoring Plan ---.- shall address bud not be
limited to: delivery andimplementation, exposure of target audiencerto messsage-md
reach of the campaign, and measure of campaign outcomes. As the campaigh
progresses, the contractor shall, on a regular basis, assess whether the plan cbntinues
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_ _ _ _ - . .. . .. . those needs.. .. .. -. . . . . . .
3. Design
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to meet the needs of the campaign and make changes accordingly to the plan to meet
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~ r i a t e concepts based on the Creative Brief, solicit Ii

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a) ~ e v e l o ~ ' a ~ ~ r o message
stakeholder feedback, and consumer test where appropriate. Prepare a top libe report
describing results of consumer testing. Using the Creative Brief as a guide, beate
campaign message(s) and mock-up or draft materials for selected channels td solicit
. .....
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stakeholdei feedback and to pre-test among target audiences. Summarize fir/dings
from stakeholder reviews or consumer testing in a top line report. B&&d on these
results, refine materials, tailoring them to fit campaign strategies, channels, and target
groups.
b) ldentify specific channels to reach distinct target audiences. A channel can be

consumer outreach conducted by partners or points of delivery of care in the jhealth
care system (e.g., doctonisits, meeting with a discharge planner at a hospital).
Channels can also include, but be not limited to: informal networks (e.g., thdse in
faith communities or support groups), pubiic and non-profit organizations.
professional associations, places of business. community events, direct or ele'ctronic
1
mail, print materials, and media (television, radio, pent. broadcast, andlor oukdoor
media, such as billboards or transit ads).
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c) In support of message design, the contractor shall: 1
Utilize sources of infon-htion influential with distinct target &ups (b.g..
people trust messages that come from others who are similar in age, elhicity.
etc.).
Fit messages with the particular lifestyle and culture (i.e.. beliefs, values.
practices) of the target groups. .--
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Desjgn campaign messages that -inform consumers and support actions they
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can take. -.
Develop messages with credible content and from-a fi%ted.s~-grc~ (<k, - .:-
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.- testimonial by someone like the consumer, celebrity, or organizationl'$ers in - I -
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authority):
Use images that convey the appropriate tone and are enhanced by memorable
sayings or narrative stories.
Create specific prompts within messages about what actions the consumer can
take, being clear about what people should do and when.
E ~ e m p l j f i ~ messages
in the key promise of the campaign and how the
infomat& in this campaign fits with the circumstances of people's lilves (i.e.,
how it is compatible with their available time, the places where they live and
work, and the situations they experience).
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d) Create respondentscreeners or fo6us grouplinteniiew protocols for

~ a K provisions
e for creation of transcriptslaudio or videOtZpes of
interviews. Pre-test and revise campaign materials before full production of 1
materials. Prepare a top line ieport describing results of consumer testing. lidicate in
the Cxative Brief how selected strategieslmaterials will be pre-tested with a
..- representative sample of the targelcd groups a d - w h a t testing-techniques will be used
(e.g, in-depth initkiews, observations, mall intercepts. focus groups).: Provide repon---
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on consumer testing results a_ndprovide related transcriptslaudio or videotapes.
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4. Implementation l
a) Write an Implementation Plan that explains how the campaign will be conddcted.
. - .?...- .- Details shall include but not be limited to: campaign goals and objectives, plan for
training and engaging identified partners, production and distribution schedules,
tracking mechanisms, task breakdown and task leads, timetable. and.%ourc$s
. required: Indicate resources needed .and available to implement the chosen s t r a t e ~ e s
Ci,e., time, personnel, and financial resources). Specify prioritization of stratkgyes,
target groups, channels, and materials. Develop an action plan, within the
Implementation Plan, for eachspecified campaign activity, partner, and targyt group.
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Produceldistributelsecure finalized campaignlpromotional materials~rnedia-buyingvia
selected channels and obtain necessary resources to conduct the campaign at the local.
state, and national levels. Distribute campaign and promotional materials among
partners.
Develop training curriculum and conduct training sessions for partners. ~ a r l n e r sshall
be trained on how to interpret the data, how to handle inquiries resulting frob
the data
report (fi-om both thqpublic and the press), and how to interact with various media to
facilitate message control. Training sessions may take the form of holding 5- 10
regional conferences or using alternative distance learning formats. The traibin? will
~,-.I
.. of the fiscal year with no more thad 50
be held during the third or fourth quarter
participants.
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with other specific activities related to the reporting of the data.

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d) Assist partners with-the implementation of the.-carnpaign-atst& and natioml k v d s i-tr
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e) Design and produce promotional material for the campaign and identify
media outlets.
t) Arrange media coverage of the issueigoal and successful implementation of {elevant

campaign components (e.g., hold press conferences or pitch feature stories td promote
continued awae..gss of the issuelgoal and enhance public support).
5: Campaign Assessment and Monitoring

a) Revise, if necessary, the Campaign Assessment and Monitoring Plan that was drafted
Mu.--.
in the campalgn d&eTopment phase and conduct assessment. Assess knowledge of -

andxxposure to the campaign and the degree to which the targeted behavior4 were
changed among~populatiimgroups. and in what settings, by which channelsfhite-rials.
Measure results of tracking system to assess implementation of campaign
components. -
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b) Draft a Final Repp* that uses results assessmentand monitoring activitie;

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summarize the success and lessons learned-of the campaign and to make
to,
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recommendations.for the future. .
B. Specific tasks to be performed for Nursing Home Outreach

The contractor shall provide technical assistance related to market research and
...+ communications support activities for the development and production of a promotional
kit and discussion guide. The contractor shall perform the following acti-vi.ties:-
1 .Develop recommendations and produce a mock-up promotional kit and associated

mate~ialstargeted for nursing homes. This kit shall be large enough to accommddate a
counter top display (poster with easel-back), posters, informational cards, video,
discussion guide, and other campaign materials as decided.
2. Plan and conduct qualitative andlor quantitative formative research to develc
campaigdoutreach strategies for the kit as well as a uategy for an evaluation c
campaign materials. Provide a top line report of research findings.
3. Based on the research findings, design and draft an evaluation strategy that v, 1
-- -
measure the effectiveness and usability of the campaign materials created for th
promotional kit and develop appropriate evaluation materials (e.g., evaluation f m) for
inclusion in the kit. Products must be submitted to CMS in publication ready fo nat that
meets the Government Printing Office (GPO) criteria.
4. Based on the research findings, prepare draft promotional documentation to s part of

- -
-the ppmotional kit on how to implement the campaign. This documentation sl- 1
ct -.: .i.incl;de:--ide?ltified campaign gGTs) and obj&tives, a statement of the campaig ;key . .
.- . .
promise or benefit,for.,iiursjnghomes to use thesematerials, as we-R as thg-bene

. . . . T 0 . F. -. - - -*
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residents, and an outline of potential barriers (cultural, linguistic and functional' md . . . .
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opportunities for implementation. -.
5. Develop, format, and produce draft discussion guide to be written in plain Er lish. At
a minimum the discussion guide should have an Introduction on "How to Use tl ;Guide"
and various chapters that correspond with the appropriate sections in the video.
6. Create responden.t=,~reenersor focus grouplinterview protocols for consume

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Select at least 5 sites, which are representative of the target population. Make F
for creation of transcriptslaudio or-iiideotapes of focus groups andlor interview:
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and revise moc~~u_r!promotional - kit and associated materials before full produc
Prepare a top line report describing results of consumer testing and provide cop
- related -&anscriptsiaudioor videotapes. -- - .
7. Produce 18,000 finalized promotional kits and discussion guides. Products I ~ sbe
t
submitted to CMSin publication ready format that meets the Government Print g Office
(GPO) criteria. . -.P
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C. Format Requirements- - - -
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The contractor shall provide all written deliverables, in the following formats:
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Paper, bound In the number of copies specified.
_--.A
Paper, unbound suitable for use as camera-ready copy.

Electronic, in a format usable by MSWord 97 or Word Perfect 6.1.
Electronic, in HTML format for postlng on the CMS website.
* The GTL ma?)I-equirea pdj. versiorz ofthe entire deliverable in addition to tht
The period of performance for this task order is from date of the award throui
September 30,2002
- D. Meeting/Reporting Requirements
The Contractorshall perform the following requirements for both, the Consurnef Choice
Campaign and the Nursing Home Outreach.
Kick-Off Meeting ..
Participate in a kick-off meeting and orientation to introduce team membe:rs meet key
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goverri~nentpersonnel and-M overall expectations and objectives for the ( tract.
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Project Management Plan

Design and implement a project management plan to detail project stages, ~eline,
and costs, identifies who is responsible for what by when, and ensures ma lum cost
and labor efficiency in coordinating work activities.
Top Line Report of Consumer Testing Results

Describe results of consumer testing in top line report.
.r"
<+.
TranscriptsIAudio or Videotapes from Consumer Testing
Provide transcriptslaudio or virdeotapes from consumer testing.
4
'-&
.&%
. -.. ..- - . .
Team Meeting Reports

Provide team meeting minutes and action items. --- -
.. .- . * .-.-
Month1y Status Reports

Provide monihly contractor statue reports on activities and deliverables in :ordance
withSection .F.2
. of the
. . . base
,.. contract. .-- -- -
.*- ... . .+
.
..
-:
... > . .~
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Expenditure ~ e p o k s
Tracks funding anocations byline item verses actual expenditures, with a nmary of
van ances.
Final Report
Prepare afinal report, which summarizes the success and lessons learned f n the
campaign and to make recommendations for the future.
.-.-..
8
E. Deliverable Schedules 1
The Contractor shall submit the specified number of hard copies, camera-ready Copies. or
electronic copies to the Government Task Leader (GTL).
1. Deli erables for the Consumer ( loice Campaign

ITEM ~ ~ ~ o - ~-i - . DUE
; -DATE^
-
1. Kick-Off Meeting Held in the
BaltimoreIWashington
~
Within two (2) weeks following
award of contract.
notes to all mtg.*

- - -- participants
-.-
and GTL I
2. Project Management .-
.
1 electfonic and 8 . - Draft- Within
- -- two (2) decks = --
-
Plan : - - hardcopies to GTL I
followiigaward-of;coptract.
Final: Two (2) weeks after CMS
review.
3. Needs Assessment 1 electronic and 8 Draft: Within 10 weeksI
Report hardcopies to GTL following award of eodtract.
review.
4. Creative Brief 1 electronic and 8 Draft: Two (2) weeks after final
,,,,
<+.. hardcopies to GTL Needs Assessment ~ e ~ bis r t
approved by CMS.
I
.-
review. I
5. Campaign 1 electronic and 8 Draft: Two (2) weeks after
Assessment and '.. hardcopies to GTL C r G t b e Brief is a p p d v e d b y
Monitoring Plan CMS.
Final: Two (2) weeks yrior to
engaging in assessment and
monitoring activitiei I
6. Mock-up ~ e s t i n *~ 8 sets of mock-ups and 1 Draft: Within Two (2)weeks =
Materials and -- electrqnic and 8 hardcopies prior to start of testing!
Respondent Screeners or of protocols to GTL Final: Two (2) weeks akter CMS
Focus GroupIInterview review.
Protocols I
7, Top Line Report of 1 electronic and 8 copies to Draft: Within Two (2) weeks of
Consumer Testing GTL testing completion.
Results Final: Two (2) weeks after CMS
review.
8. TranscriptsIAudio or 1 set sent t:, GTL Final: Two (2) weeks after
Videotapes from conclusion of consume; testing
Consumer Testing
....
.. . ..- .. ... . .. . . .-
. ..... -.
. . .: . ....... . . .
1. Deliverables for the Consumer
. m..;.;j.+t::,[.
~ ,.......
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: : : : 2
. . . . . . . . . . . .
-...
...- ...
~:.~;:,~jEsc~fo~:;:'~;,:
........
-
4 hoice Campaign
-:.;:,:rjf$.:*;~m
[DAT
. - . . - . . . . . . . -.
,;.
_
:.-., .,
. . . . . . . . . ~. .
9. Implementation Plan I electronic and 8 Draft: Within Three I weeks

hardcopies to GTL prior to implementat I
activities.
Final: Two (2) week! fter CMS
. . .
review.
10. Final Report 1 electronic and 8 Draft: Four (4) week! rior to
hardcopies to GTL
.\. task order expiration
Final: Two.(2) weeks Fter CMS
review.
1 1 . Partner Training See SOW Section 4.c) for ~uring31-d& 4thQua r* --- .
Sessions, Cumcuhm, Fiscal Year 2002-----
and Materials -.
12. Finalized Campaign Products must be submitted Within G o (2) week rior to
Materials/Promotional to CMS in distribution- implementation activ 3s.
MaterialsIMedia-Buying readylcamera-readylprint
ready format that meets
GPO criteria. 8 sets sent to
......
...
- .. G T L .
13. Team Meeting :. 1 electronic copy to GTL Submit CMS approvc agenda
.e
Reports two days prior to met ~g and
submit minutes by Cc 1 two day
I
after the meeting
14. Monthly Status . - 1 electronic and 8 copies to In acwrdance with SI ion. -F.2
-
Reports 1 GTL of the Base ConTract.
."
1 5. Expenditure Reports I electronic and 8 copies to 6 weeks after contrac ward

and the isth of every i mth
thereafter.
.. . ....
> .
2. Deliverables for Nu sing Home Outreac I
ITEM - - DESCRIPTION - ~ U DATE
E
1. Participate in kick-off meeting and Within twA (2)
orientation session weeks folldwing
- -
award of cbntrart.
2. prepare project Management ~ i a n 1 electronic & 8 Draft: Twb (2)
hard copies to GTL weeks afte! kick-
I
off meeting.
Final: Twd (2)
weeks aftel CMS
review. 1
3 : ' ~ r e ~ & - e -line
t o ~report of exi&ng nursing 1 electronic & 8 Draft:. ~-=-i
,o v..e m b e -:
.-=
r.
home abuse awareness efforts hard copies t i G T ~2,29~-1:-
Final: TWO (2)
weeks afte? CMS
review. I
4. Prepare top line report of formative 1 electronic & 8 Draft: ~ e d r u a r y
research findings. hard copies to GTL 15,2002
Final: Two (2)
1
weeks a f t d CMS
review. 1
5; Prepare evaluation strategy andassociated 1 electronic & 8 Draft: ~ e b k u a15, r~
materials
.A**.,,.. --. .../
hard copies to GTL 2002 1
Final: J u l j , 2002 -
- promotional documentation for

6. Prepare 1 electronic & 8 Draft: ~a~ 15,2002
promotion kit. hard copies-tb-GTL Final: JU&.I$--
2002 I
7 . Prepare discussion guide. 1 electronic & 8 Draft: ~ a 15,2002 $
* hard copies to GTL Final: ~ u 1 15, i
.- -- 2002 - 1
8. Mock-up materials for consumer testing 8 sets of mock-ups
and-Respondent Screeners or-Focus and 1 electronic
Groupllnterview Protocol. and 8 hardcopies
of protocols to
GTL
9; Top Line Report of Consumer Testing 1 electronic and 8
Results copies to GTL .-
__.I
I
10. TranscriptsIAudio or Videotapes from
Consumer Testing
1 set sent to GTL Final: Tw (2)
weeks aftt r
/
conclusior of
consumer testing
-
2. Deliverables for Nursing Home Outreach
- ITEM DESCRIPTION I DUE ATE 1
1 1. Produce 18,000 finalized Promotional
- - Products must be August 2
Kits and discussion Guides - submitted to CMS
in camera-ready,
publication-ready
format that meets
GPO criteria; 8
"
copies to GTL
12.. P r e p a ~ eMonthly Status Repgrts
- - 8 copies to GTL 6 weeks ; er
contract- racQand
t h d (I 'very
.. month th eafter.
1 3. Expenditure Reports 8 copies to GTL 6 weeks : er
contract lard and
the 15'~a &very
month th eafter.
MEMO
--
TO: Patty Helphenstine, CMS

Kelly DiNicolo, CMS
" FROM: Kim Aduss, Ketchum
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RE:
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Task Order 14: Medicare ~ a t i o n aMulti-Media
-- .for 2003, 5130103,Meeting Notes
~.
. . .-
l
-
The following is.a-summaryafthe team meeting, which took place on Frrday, M
2003 a t 2:OOpm. The following people participatedi n the meeting:
.-
and Education C mpaign
.-. -- . . -- - --
--
Tom Scully, CMS Monica Marshall, Ketchum

Gail McGrath, CMS Kim Aduss, Ketchum
Michael McMullan, CMS Steve Aiello, Campbell-Ewald
Rob Sweezy, CMS Arthur Mitchell, Campbell-Ewald
Tom Reilly, CMS Robin Roberts, National Media
Jenny McGihbh-CMS Alex Castellanos, National Media
Walt ~ u t o w s k i , . ~ ~ ~ Bill Mclnturff, Public Opinion Strate! ies ..
.--
Campa'rgrr'Goat$r
- The Ketchum team's primaiy objective was to come to agreement o the goal
of the campaign.- Feedback from CMS was cleFtFiat the primary g d t h e
campaign was to "make the phone rirlg."
Upon krther discussion, CMS clarified the goal, indicating that while the ..
--..
-' campaign should encourage people to call 1-800-MEDICARE for-inf rmation,
-
they should be calling for-Medicare infohation rather than general f ?a!_tt? . ,
care information (i.e. call to discover what Medicare had to offer ver: US
calling to get a doctor or nurse referral).
The meeting turned to a discussion to clarify the alternative campais 1s

versus the core, 800 number campaign. CMS reiterated the need tc stay
focused on the core campaign, however also indicated that should 1I gislation
pass over the next several months, it is possible that the core camp ign will
be replaced with one of the alternate campaigns. (see Creafi've belo ~r for
additional discussion)
Creative
The majority of the meeting focused on a discussion of the campaig creative
concepts. CMS indicated that the "HefnerlCollins" campaign was nc : an
option, howeverthe "Newhart" and "Signs" campaigns presented in 7e initial
pitch could be used (with some revision) as two campaign options.
Campbell-Ewald confirmed that they would revise the two current can paigns
to underscore the agreed upon goals, and would develop one to two
additional concepts for CMS review and testing. CMS indicated they vould
like to see additional concepts that are edgy.
0. Mclnturff pointed out that all three or four campaigns would be test
the first round of research so a single campaign did not need to be ch
this point. - ~
The team agreed to explore an overarching theme or identity that cou

used in the core campaign and the alternative campaigns.
All agreed that ideally both the core and alternative campaigns would
produced simultaneously to conserve cost, however the team also
--
. -.
. .. recognized that this may not be possible depending on the legislative
- . .~ . .-
surrounding ~.the alternative campaign issues.
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The team agreeg that from a research perspective it would be~ifficullto test. . .. . - -.
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the alternative campaigns (specifically prescription drugs) in the focus -. -
groups, but the team did agree that using the first round of research ct do
formative testing was possible and would prove helpful in creative
development.
The team discussed additional integrated marketing opportunities. CI I S

..-
indicated the desire to further research and develop the blimp idea. 'I he goal
of this td<@.would be to generate earned media coverage. The Ketc lum - <.
team agrged to also review other integrated marketing opportunities t lat . .
.-
could provide significant-exposure or potential earned media opportur ities.
Creative Review with Campbell-Ewald: 6/18/03
CMS informed Campbell-Ewald that the drug card campaign ad will de initely be
needed, as it is highly probable that the bill will be passed by September. An a1 l about
-- the drug card should be ready, as well as an ad without reference to the drug ca d.
The Bob Newhaft ads, "Ask Stan" and "Sheila from Produce," need mode direct
language. The ads should make the viewer understand that Medicare is fiom the
government and is an official source of information. The ads do not specify whk 1-800-
-
MEDICARE is a better solution. In the "Sheila" ad, there is no differentiation qetween
_the Medicare drug card program and other drug card programs. It should be understood..
-
- - . - -that-thisdrug cardcomes fiomtke federal g6vernmenr. -
--
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- - - - - .. . . . .- - . - - - - .. . .. ..F ; .
>--. :.- ..; ---.

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. .
The "CitySi@s" and " ~ o m eSigns" ads also lack the "official source dfi
- -
information'' point. In "Home Signs," the issue of saving $600 has the potential to
confuse viewers. he audience needs to understand that not everyone is cpalifidd to save
$600; only those with low income are qualified. The kitchen in the ad should be/ simple
and old-fashioned to suggest that the woman in the ad has low income.
There was discussion about whether or not the "Memorable Number" and . .. - .-.-
"Shake" ads are tao subtle. Because the ad is hard to imagine, the contractors dill allow .. .
CMS to hear the tun>& soon as.possible.
- - . .
The Fred Willard ads are a back-up to the Newhart ads. CMS is conceded that . . . . . . --... -
Willard is not Wef.r-"knomenough to resonate with the audience. The contractoh will
- .
provide--clips fiom a. film in which Willard starred.
. -. . . --.-
.. :I A- ,.- :
The "Rocky" and "Freestyle" ads need to be altered in order to be considered for
spots. The audience may think that they are being made fun of. One option is td get an
actor who, is actually 65 or over to appear in the ad. .
., -
-- I
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.C
-z _-.
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CMS rioted tl%t most of the ads are male-centered. The cofitractofiWeR6peito'-
changing roles so that the female audience is better represented. CMS also sug$ested that ..
Campbell-Ewald change the tagline of the ads. The ''more you know" tagline has not
been subcessful in the past and represents work and research to the audience. ~ $ tagline
e
should make the viewer understand that 1-800-MEDICARE is an official sourcd of
information. The tagline could also emphasize that the number is available whehever the
1
...>-
'viewer needs ii.
- - -
Final decisions may not be made,on Friday, as the Administrator may not be able
to attend the creative meeting. Tom Scully definitely wants to use the Newhart !ids, but
his input is needed in order to decide which two ads to drop.
Centers'for Medicare & Medicaid Services
7500 Security Boulevard, Mail Stop C2-21-15
Baltimore, Maryland 21 244-1850
Division of Program Contracts/Acquisition and Grants Group
September
Ogilvy Public elations . .
Attention: Mr. Yolan Laporte

1901 L Street, NW, Ste. 300
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Waslungton
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DC, 20036
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5-
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Referenee: contract 500-0 I-000% Task Order 0007

c.
.-.
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.. - - -- . .. ..
--->.-= .
--
.
Dear Mr. Laporte:
CMS intends to modify Task Order #000 1, contract #500-0 1-0003, "Partnership C relopment
Strategic Plan Implementation". CMS is requesting this modification to obtain prc
, ssional
services and expertise to provide the following: 1) develop a plan and arrange for OUP
meetings (e.g., committees, forums and other group gatherings) and individual me ngs with key
organizations and ind~vpduals;2) develop a plan for educating national level
.-
organizations/individuals"aboutthe drug card program' so that they can then educa State.and
local affiliates (e.g., providing materih, coordinating educational opportunities p Aded by
.- CMS such as webFib.ased.trajning;speakers; etc); 3) identify appropriate organizatl 1% <.
advocates, and individuals representing beneficiaries, caregivers, employers and o ers; 4)

- develop amarketing plan f o future ~ partners to encourage them-rework with CM: 1 this effort
and future endeavors; and 5) report on our efforts to partner with organizi&ns ari nd%duals in
this effort, describing successes, lessons learned, etc. Prepare a plan describing a1 ne tasks
necessary to revise the entire project, including a schedule of deliverables.
d
- --- "
Based on the attached Scope of Work, ~Teaseprovide-a proposal (1 original ijnd 2

same format as the original task order award that outlines cost or schedule change
thls modification to the Scope of Work and send it to the address below by: Tuesc
September 16,2003 at 2:00 PM.

-7-500 Security Boulevard, Mail Stop: C-2 1-15
Attn: Mark Smolenski
This modification request does not commit the Government to pay any cost for tki e
preparation and submission of a proposal. In addition, the Contracting Officer is the
I
individual who can legally commit the Government to the expenditures of public fur
connection with the proposed procurement.
Mary E. Jones
Contracting Officer
- --
-
-
- +c: spencer !khron, Project 0 f f i S f
Contract File . --
Attachments: Revised Scope of Work

PARTNERSHIP DEVELOPMENT
STRATEGIC PLAN IMPLEMENTATION PROJECT:
Discount Prescription Drug Card Program Outreach
ADDENDUM TO STATEMENT OF WORK

.- - -
-
BACKGROUND:
. .
Until Medicare drug coverage becomes available, the Federal government will 1 rovide
seniors with a drug discount card that provides savings on the cost of prescriptic I drugs.
-
Under the legislation, the Federal government will approve and regulate the disc ~unt
-cards. Because Congress is considering adding drug benefits to the Medicare pr gramram: ..
T - _ -the discoulit card program is likely to be ter(;porary. - - - -- . ----
.- . ..
.- .-
--.:
.- .
- .
Beneficiary and provider ediication and outreach are critical elements of% -ef@ tive - - ---.--
-
.
... -
Medi'care prescription drug card program. Most of-the concepts central to the n w drug -. -
card are unfamiliar to beneficiaries, and it will take a comprehensive and coordi ~ated
outreach program to ensure that this program is a success. Our overall goal is tc
disseminate general information about the availability of the program and gen
program features, including .the availability of the transitional piescription-dn
assistance program, to beneficiaries eligible for the discount card, health care
providers, and ph3rmacists.
<?.
- A community-based education and outreach effort is one of several important

components needed to ensure the success of the drug card initiative. As a pal of our
outreach effom&MS.-will integrate education on the prescription drug card 1 :ogram - . . . . -- .-
with other partnership activities, primarily workgroup and committee meeting I , as well . ..
as indiqidual meetings with industry leaders and key o r g a r n t i o n s . CMS wiJ w o*:
with a number of established committees with national level representatives o
organizations and agencies. CMS has in place, several committees with orga izations
associated with beneficiary advocacy, the health care industry, employers anc benefits .
-..
adminisGators, disabled and specific disease advocacy, government agencies, and
-- -- -_-
general consumer o r senior issues. The prescri$i& card program will necess wee- =-
additional explanatory meetings and telephone conferences with these partner goups.
...-
CMS will also identrfy and meet with additional organizations and individual: with the
goal of partnering with them in this effort and future endeavors.
In support of the drug card program, CMS will encourage organizations to part :ipate in
educating their members, provide information and materials at the meetings, ar 1
coordinate training opportunities. The national-level organizations could-d.'then-, nare
information with their State and local affiliates and encourage them to educate
beneficiaries, their caregivers, and health care providers.
PURPOSE:
The purpose of this task order is to obtain professional services and expertise t prolide
the following: 1) develop a plan and arrange for group meetings (e.g.. committees, 9
forums and other group gatherings) and individual meetings with key organiza(ions and
individuals; 2) develop a plan for educating national level organizationsiindividuals about
the drug card program so that they can then educate State and local affiliates (e!o
I~''
.-
providing materials, coordinating educational opportunities provided by CMS such as
web-based training; speakers; &); 3) identify appropriate organizations, advochtes. and
I
individuals representing beneficiaries, caregivers, employers and others: 4) develop a
marketing plan for future partners to encourage them to work with CMS in this effort and
future endeavors; and 5) report on our efforts to partner with organizations and
individuals in this effort, describing successes, lessons learned, etc.
-
. . .. -
-:--
.-. .
-
. .. .. . .. <-
and-other Medicare topics; 2) they do not constitute

..
- far the kinds of partners being sought are as follows: 1 ) they have a
- -The-njteria
reasonable basis for beinginvolVed in issues relate-d to the Medicare discount d!-un card.
-
.- --I-- .
sources u & e r . 1
?I
Departmental ethics guidelines; 3) they have the resources and reputation whicb make a
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genuine and sustained commitment to t h s effort likely, and 4) their internal stdcture
I
lends itself to a nationally coordinated effort involving strong local participation.
SPECIFIC TASKS UNDER THE MODIFICATION:
Task 2 - Potential Partner ~deiiiification

..,.-.-,+&.- --. .-.- - -... ... . -.-:
The contractor shall identify organizations which can meet the criteria developLd by . .
CMS i$ee Purpose above) and which areappropriate for theinitiative. ~ r o v i d list
i for
CMS approval.
- I"--
Task 3: Genera? Market Plan Preparation
d
.-..
Develop ainarketing.plan~forpoten&tl partners tbcncourage them to engage in > \-- --.-.:.
_.- &_ .*-
cooperative efforts with CMS with regard to this effort and futureendeavors.
-- . .- -. .
-.
.
. : -
Task 4: Plan for Partner Forums
. I
Develop a plan for arranging meetings with groups and individuals (established
committees/work groups identified by CMS and organizationsiindividuals that are
potential partners) and for providing meeting support (e.g., setting up meetings, procuring
meeting space, preparing meeting materials, etc.).
Task 5: Project Implementation
The contractor, in coordination with CMS and its partners, shall develop mutublly
suitable projects designe.dJo have a major impact on targeted populations, andiproject
plans to guide and track their operation. This activity includes development of1 a .schedule
.
of meetings, making arrangements for workgroup/committee meetings, and provldmg
support at workgroup/committee Se'i:tings (e.g., procuring meeting space, pre ins
name tags, checking in meeting participants, preparing packages of materials
meetings, etc.). Two meetings are being planned to take place in DC. The firs ~eeting
shall have approximately 100 people, and the second shall have approximatel; 1 people.
Task 6: Final Report
.. Prepare a detailed final report of efforts to involve organizations, advocates, a

individuals representing benefki&ies, caregivers, emplo>.ersand others. Also 3ort on
results of outreach efforts (e.g., organizationslindividuals that participated and do1ved
State and local level affiliateslindividuals in outreach efforts, successes and pr ems.
lessons learned, etc.).
Task 7 - Plan for Continuing Partnersh'ips

- .-
-
. . . 3 - - -7.- .
:- ~ for-maintainingfelationships
2 . ' ~ e v e 1 . a0 plan with^ organizations
.
.- .and individua-
. . . .
which we ha~e..~artnered
.as.aresult of this ask order. .-
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The period of performance for this task order will be extended through Septen
2004.
' ,
\-:
- .
All deliverables must be subhitted to the GTL, one electronic copv in Mi soft
Word2OOQ~~an& tyo,_hardcopies, and as spectfied in the Schedule of Deliv bles. --.
. ... - .. .. .'
SCHEDULE OF DELIVERABLES
ITEM DESCRIPTION
1 . k c k - o f f Meeting 1 Meetins held in Baltimore to
review project expe&tions and due
dates.
I
2. Conference Callshleetings Conference calls or meetings Biweekly, q e p n n ~ n =1 01 1 0103.
L1
-- between contractor and CMS staff unless required more or less

regarding status of project; meeting often: I
notes sent to all meeting
participants.
3. General Work Plan All tasks necessary to complete Draft: 10: 1j!01
Draft project dith detailed schedule of Final: 10/24/03
- .. .. - . - --- .- --
.., . -.
4. potential Partner Identify organizations, w h c h meet
..
Identification Report: the criteria. Final: 1 112k103
Draft Relates to Task 2.
Final I
5. Marketing Plan Plan to encourage Draft: 11114103

Draft organizationslindividualsto partner Final: 1 1/26/03
Final with CMS.
Relates to Task 3.
6. Plan for Partner Forums All tasks necessary to arrange Draft: 1112~1103 - -
Torums and provide support. Final: 1213103
.
.i.i..-re. .,. . -. elates to Task 4. I
7. Project Implementation Work with CMS to arrange for Dates as de'termined in plan
- .. forums. ----.- approved bk CM S .
Relates to Task 5. ll-k/04 - 8130/W.--
8. Final Report . - Report on efforts to involve Draft: 913

Draft partners in conducting outreach, Final: 913
Final . . . . . - . ... the success of ppjects, problems,
.._. leslons learned, ;ti. -
- .
- . . .. ..-. -
, >
Relates to Task 6.
. -- . . . -. . - .
.
9. Plan for Continuing Develop plan for maintaining Draft: 913,

Partnershps relationshps with organizations and Final: 911
Draft individuals with which we have
- Final ~- partnered as a result of this Task
Order. i
-. -_..
Relates to Task 7.
lO..Monthly Progress Reports Report on progress, problems, Submittec in accordance with

achievements, and next steps. Section F ! of the Base
.. .. .-
Contract.
Centers for Medicare & Medicaid Services
Baltimore, Maryland 21244-1850
- Acquisition and Grants Group -
. . August
,
Ogilvy Public Relations Worldwide 4
A T n : Mr.
- - -Yolan Laporte
A- . - -
--- -1901
- - -L-Stret3;N.W.
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Suite 300 .. - -
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Washingion, D.C. 20036'
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RE: LRFP NO. 03-005 - Consumer Testing of 2005 Medicare & You Handbook
Dear Mr. Laporte:
The Centers for Medicare and Medicaid Services (CMS) has completed its review o your written . .. - .--
proposal submitted in r e w n s , e to the subject LRFP. Afier a thorough evaluation, it ifas

determined that your subm~ssionwould not be included in the competitive range an( will, .
-
therefore, not receive further consideration.
. . .
1n accordance with=F'A'K r5.37)6 (c) the Contracting Officer established a competitiv range of all
.the.most highly rated proposals. -- -
.. .-m
In accordance with FAR 15.505, if a debriefing is desired, a written request must be ubmitted to
the Contracting Officer within three days after receipt of this notice of exclusion fro. the
competition: Absent receipt of a timely written request. the Government is not ob-lii ted to
-. - - . .- . - -
- -. . - - .
..
-provide a debriefing. . a,
.- - . - . .
. = . .
The Centers for Medicare and Medicaid Services (CMS) appreciates your participati n in this
competition: We hope that you will again offer your services should future requirem ~ t arise.
s
Questions may be directed to Mrs. Juanita Wilson, Contract Specialist, at (4 10) 786- 538.
Sincerely,
Contracting officerV
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.ria
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Pang
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tax exempt
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Page.
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From:
To:
"Yolan Laporte" <Yolan.Laporte@ogilvypr.com>
"Juanita Pang" <JPang@cms.hhs.gov>, "Mimi Tan" <Mimi.Tan@ogilviypr.c;om> I
Date: 1/24/02 11:02AM
Subject: .RE: TDL#6 tax exempt certificate
.-. Hi Juanita, Per your email below advising us that.CMS will not issue a
tax-exemption certificate, our vendor, SPSS identifi-A by Jodi
Duckhorn ic now demanding that we pay the $. bS
;ales tax on the total
bill of :bqwhich consisted of materials we ordered at the request
of Jodi. We must now bill the additional sales tax amount which will
put us over the total TDL amount. OK?
.
- . .~
----.
-
.&.
-----Original Message-----
From: Lanita pang [rnailto:J~ang@~ms.hhs.~ov]
Sentf~hursday, January 24, 2002 9:18 AM
--
. . . .-
To: Mimi Tan . .. _..-.
Cc: Jotin Meitl; ~ o l a n
Laporte
Subject: Re: TDL#6 tax exempt certificate
This message is to confirm our conversation on 01/16/02 regarding your

request for this purchase to be tax-exempt. CMS will not issue a
tax-exempt certificate for the order because the Federal Gov't. is not
authorized to do 3rd party tax-exempt purchases. I have verified this
guidance with our Accounting.->. Dept.
;'; ,
%-.
If you have any further questions, please -call me at (410) 786-5538.
Thanks.
>>> "M~miTan" < M i m i J e ~ v y p r . c o m >01/15/02 11:16AM >>>

Dear Juanita, --- -
--
Per mstructions from CMS, we purchased an SPSS package, tax-free, In
fulfillment of TDL#6 in October 2001. We recelved a call from Eloise at
SPSS about needing toprovide a tax-exempt certificate for the order,
SPSS invoice #7066965.
-. - -
- ---. .. Could you please have the.CMS'person who-fiandles tax-ex6mpt certificates
get in touch with Elolse? Her contact numbers are:
-- . - - .
Tel: (312) 651-3862
Fax: (312) 651-3560
Thanks, and please call if you h a ~ e ~ u e s t i o n s .

f,,,Rn'r.~an
(202) 452-9442
Ogilvy Public RelationsIDC
CC: "John Meitl" <JMeitl@cms.hhs.gov>,~:JDuckhorn@cms.hhs.gov~

- .-
~?lrn< ~ a l v e -z Ogilvy Contract 500-01-0' T a s k Order 7. Mod 2
From: Jalrne Galvez

To: chery, moore@ogilvy~:cot-1
Date: 61'22'5; 4 55PM
Subject: Og~lv!/Ccnrrac: 59G-01-0003 Task Oraer T Mod 2
Cheryl,
-
Attached, IS a revised SOW for Task Order 7 to increase the level of effort, chaise ilz GT and extend
the POP
Please provide a detaiied cost proposal (hard & soft copy) by July 1, 2004, s u f f r x r i for Ch to conduct a
cost realism analysis.
..
Call me if you any qsssi~or,
-. - ..
. . . . -lha"k-&-. - ' .- ---
.- .
Clr -- -- . . . .
-
Jaime E:Galvez, CPPB . .- .--

-'

Division of Program Coniracis
7500 Security Blvd., Mailstcp C2-21-15
Baltimore, MD 21244-1850
Phone. (410) 786-5791

F a x (410) 786-9088
Emall. jgalvez@cms r,hs'&ov
- .. -
CC: Galvez, Jaime; Jones. Mary
February 14,2003
--
Cen~ersfor Medicare & h,Ie&caid Services
Acquisi~ion& G r a m Group
ATTN: Juanita V'ilson
7500 Securlty Boulevard
Bal~lmore,MD 21244-1859
.\
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0 -- -- -- subject: --
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~ o - ~ o s t s - ~ x t c n ~(?iCE)
& m to Task Order E-o.-0 -0 4
- .
Reference: Prime Conuact No. 500-01-0002 ..
Dear Ms. Joncs:
In complimce with rhe referenced pnme conuact, Ketchurn, Inc. respectfull

request a IU'CE to the S U ~ ~ Etask
C I order from rhe current compl:~ion date (
Febluary 15,2003 to a reviscd cornpierion date of March 31, 2003.
._I
i. ...
This request for a &E through M a c h 31, 2003 will not cosr rhe Governme, MTtce; in:
.- more than theestirna~edcost of@ .t
-bq
* vpecificd in the Schedule h i long i North America
- .
\
rhe scope or work is nor increased. Thc attached exccl spreadsheet outlir Europe
Ketcl~um'scxp&i&tures'M dare, projections for February and March and balanc Asra Pacif~c - :- - .:
-:
L a t ~ nArnerlca
Thank you for your considzrarion ol, and atrenrion lo, this rcqucsl. If I may be (
furlher assistance,_or if ycru have rjksrions, please contact me ar (202) 835-942
or via email
+ at sandy.printz@ketchum.com.
a
.- . ----. .
_>--. . - .. - -
.- .-- . ... -
. -.. .
Sandy Printz
Vice PresidentIConuact Mznager
..>*.' . -
Enclosures: as stated
.,
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,:j
Ketchum, Inc.
Contract 50O70l-0002
i I
Task Order 0004, "Bone Mass ~easuremen~'

I
A B C D , E F G I H I J
Ketchum labor
Fee
Total Estimated Costs
. s,.I..-.cc mplete 1
',
Per they will spend .'s January lnvair-. S l and is
ill ivolce Is recelved.
Included in Feb 8 ~ a projections.
r ;econflrm these nurnbers,'once
b7
- -
SECTION B - SUPPLIES OR SERVICES AND PRICES/COSTS
B.l BRIEF DESCRIPTZON OF SERVICES
The Center for Beneficiary Services, Beneficiary Services Group is

seeking expertise in serving diverse cultural groups. The purpose
this contract will be to convert ~ r r e n tprogram information into
culturally competent information and:to identify targetedapproach j for .-
m i r e a c h ~f tth i n f o r m a m . to low-income,. lox-education Hispanic
~rner-icans . Thi-s cont-ractwill require the. de-velopqen~/~onversion -o
information from currently existing information sources to h a m a d e
cillturally 'competenf. - -
-. . .
Types of information to be converted include information on Medica

health insurance, preventive care, and rights and protections
information. This information will evaluate the effectiveness of
materials developed through local community groups, and establish
measures for future information dissemination within the target
community. Products to be developed from this contract may inclua
1) Medicare education materials tarqeted to Hispanic Americans wit
geographic-barriers access, e - g . , remote locations, or absence of . ---
ability to leav&,a confined locating such as an urban high-rise; 2 ) $
communication &an for dissemination of developed information; and ?)a
strategic plan detailing specific activities for conducting outreacb . - .-
campaigns-to influence posi-five behavior, and facilitate

of choices and options for health insurance.
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.4<-,&&..
B. 2 TYPE OF CONTRACT
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-I
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This is a Indefinite Delivery, Indefinite Quantity ( 1 ~ 1 c ) ~ & L a c t with
-/
Cost Plus Fixed Fee Task Orders. 1

B. 3 FIXED FEE- PAYMENT SCHEDULF:
"
-The fixed-fee Set, fdrth-.ineaeh individus-bask order under this..- 2

contract will be paid in installments --atthe time of each monthly
provisional payment. Unless otherwise indicated, the amount of eack
.such fixed fee installmenG shakl be paid at the same ratio as the tc
fixed fee is to total estimated costs (i.e., 8%). NOTE: The payment
fixed fee is subject to the withholding provisions of FA8 52.216-8,
entitled "Fixed Fee." Any balance of fixed fee shall be paid to the
contractor, or any overpayment of fixed fee shall be repaid by the
contractor or otherwise credited to the Government, at the time
specified in FAR 52.216-8.
..- .. ...
B . 4 MINIMUM AND MAXIMUM AMOUNTS (IDIQ PORTION ONLY)
Durlng the total contract perloa of perfornance, the Government sha

piace orders totallng a mlnlmum of $50,000.
The mavimrlm =mnlrn+ nf a l l o r d e r s i s s u e d under t h i s c o n t r a c t s h a l l / not
I
exceea l c l u s i v e of a l l c o s t s a n d f e e ) o v e r t h e ' l i f e of t h e
.. .- -
contra.
- -
C. 1 STATEMENT OF WORK -
The S t a t e m e n t o f Work f o r t h i s c o n t r a c t p r o v i d e s b o c h g e n e r a l a n d
s p e c i f i c r e q u i r e m e n t s which t h e c o n t r a c t o r i s e x p e c t e d t o accompli r0
m e e t minimum c o n t r a c t n e e d s . S p e c i f i c c a s k s a n d / o r work t o b e
performed, w i l l b e d e t a i l e d i n , and s o l i c i t e d by, i n d i v i d u a l t a s k ders
and w i l l b e b a s e d on r e q u i r e m e n t s * a s s e t f o r t h i n t h i s Statement
Work, a s w e l l a s t h e a p p l i c a b l e T a s k O r d e r S t a t e m e n t s o f Work.
--
....
-
.
. . ' * . - *. -.
~ n d e p e n d e n t l y , a n d - n o t a?an a g e n t o f ' t h e Government, t h e Contracc may
b e r e q u i r e d t o f u - r n i s h a l l t h e n e c e s s a r y - 5 e r V i c e s ; qaa=?ified pers-3 'efi' --
m a t e r i a l , equipment: and f a c i l i t i e s , n o t o t h e r w i s e p r o v i d e d - T y - t h e
G a v e r n m e n t , a s n e e d e d t o p e r f o r m t h i s S t a t e m e n t o f Work.
C.2 SCOPE
C.2.1 BACKGROUND
B e g i n n i n g w i t h t h e p u b l i c a t i o n o f ' i t s f i r s t s t r a t e g i c p l a n i n 1994 a n d
r e i t e r a t e d i n t h e p u b l i c a t i o n o f i t s 1 9 9 9 s t r a t e g i c p l a n , HCFA v i e
m e e t i n g b e n e f k ' c i ~ r yn e e d s a s a m a j o r s t r a t e g i c g o a l . This goal
encompasses no%o i y b e n e f i c i a r y needs f o r a c c e s s i b l e , h i g h - q u a l i t
h e a l t h c a r e and prompt, a c c u r a t e p r o c e s s i n g of h e a l t h c l a i m s , b u t SO .-
b e n e f i c i a r y . n e e d s f o r i n f o m a t i o n about program e l i g i b i l i t y , e n r o l e n t ,
b e n e f i t s , a p p e a l r i g h t s , h e a l t h p l a n and p r o v i d e r c h o i c e s , t r e a t m e
o p t i o n s , a & . . p . r e ,.,, To a c h i e v e i t s g o a l o f m e e t i n g b e n e f i c i a r y n e e
HCFA c r e a t e d t h e C e n t e r f o r B e n e f i c i a r y S e r v i c e s (CBS) t o s e r v e a s
f o c a l p o i n t f o r a l l o f HCFA's i n t e r a c t i o n s w i t h b e n e f i c i a r i e s , t h e
f a m i l i e s , c a r e i gYvers, and o t h e r representatives-:--At t h e same t i ?
HCFA a n d t h e D e p a r t m e n t o f F i e a l t h a n d Human S e r v i c e s h a v e 'mzde a m o r
. -.--
commitment t o u n d e r s t a n d i n g a n d m e e t i n g t h e n e e d s o f c u l t u r a l l y d i r s e
constituents. P r i n c i p a l t a r g e t groups i n c l u d e A f r i c a n Americans,
H i s p a n i c s , ~ ~ s i aa nnd P a c i f i c I s l a n d e r s , a n d A m e r i c a n I n d i a n s a n d A s kan
Natives.
. . . . . - . .- . . . .~-
- - -
.- :
.*
HCFA's r e h e w e d f ? : ~ c u so n t h e b e n e f i c i a r y Lgs t i m e l y , especia1L.y 4 i v ,-.the . .-..
e n a c t m e n t o f t h e B a l a n c e d B u d g e t Act (BBA) i n 1997 w h i c h made t h e st
e x t e n s i v e c h a n g e s t o Med2cgr.e . i n t h e A g e n c y ' s h i s t o r y . The BBA c r t e s
a n a r r a y , o f new managed c a r e a n d o t h e r h e a l t h p l a n c h o i c e s f o r Mec a r e
b e n e f i c i a r i e s a n d e s t a b l i s h e s a c o o r d i n a t e d open e n r o l l m e n t p r o c e s It
a l s o p r o v i d e s a b r o a d range o f b e n e f i c i a r y right.5 and p r o t e c t i o n s ,
e x p a n d s p r e v e n t a t i v e b e n e f i t s , a n d e x t e n d s h e a l t h i n s u r a n c e t o mar
u n i n s u r e d c h i l d r e n t h r o u g h t h e C h i l d r e n ' s H e a l t h I n s u r a n c e Progran
(CHIP) . .Each o f t h e s e c h a n g e s r e q u i r e s HCFA t o ' u n d e r t a k e t h e most
e x t e n s i v e b e n e f i c i a r y e d u c a t i o n program i n t h e Agency's h i s t o r y .
L i k e w i s e , a s t h e A g e n c y ' s b e n e f i c i a r y p o p u l a t i o r ~c o n x i n u e s .%%' g r & more
d i v e r s e , i n c l u d i n g many r a c i a l and e t h n i c g r o u p s , l a n g u a g e s , a n d
c u l t u r e s , HCFA i s c h a l l e n g e d w i t h d e v e l o p i n g a n d implementing con. >mer
e d u c a t i o n a n d c o m m u n i c a t i o n strategies t h a t s a t i s f y t h e d i v e r g e n t
c h a r a c t e r i s t i c s a n d n e e d s of t h i s p o p u l a t i o n .
HCFA and DHHS have established work teams to focus on the program
communication needs of Hispanic Americans. This contract seeks to
further determine the irrformation and education needs of Hispanic
American beneficiaries and-to assist the Agency in developing and
implementing targeted consumer-based communications and initiative
This contract mechanism must allow the flexibility to coordinate t ese
activities in a manner that wili accommodate a broad range of time
frames, deadlines, and requirements as new tasks arise.
The Statement of Work defines the-tasks that the Contractor may be

~.
. - required to perform. To increase the effectiveness of each task, t ne
eZnfra_ct.
..xeli'eson a m a ~ k ~ t - i n
modeL-that
g (a) documents legislation
.. .. . ..: .. -
.- . - policy, regulation and pr'ogram requiremey?ts, (b) stresses an asse-ss,
-
"1"- .-.- ,
1
" ..
of the consumer's beliefs, attitudes, needs; and 6eh"dVlors --- through

.- .- .
research,. ('f) stresses the development of a marketing -* .-
strategy, (d) considers the development and dissemination of culturally
competent commqnication materials, and (ei.develops and applies feedback
mechanisms to allow for rapid changes to improve message impact and
support the evaluation of the overall task
C.2.2 PURPOSE
The purpose o,f this task order contract is to provide the Health ( re
Financing ~ d m i ~ g t r a t i o (hereafter
n referred to as HCFA) an "as n, ded"
mechanism to assist in a variety of culturally competent communic, ion ..
.- and assessment activities 'vargeting Hispanic Americans. We are
contracting for the full range of activities associated with soci,
marketing ,and with,planning, developing, producing, and deliverin, - ..
-
~onsurner-b'Ss"%,'~ cGTturall competent comrnunication programs, stra gies,
and materials. - T h e contractor will be required to develop materi, s in
- .. plsin language at a-literacy level a n d i n the laaqwge appropriat' t0
the audience. * .. -.- a. .- .-
:
Implementing these activifies through a contractor with significa

experience i% communication with diverse cultural groups will enh
the quality and consistency of HCFA's outreach efforts targeted t
-. .
-. *:, > .. : , Hispanic Americans For the purposes of ,this contract, social ma
(hereafter referred to as marxeting) .-isaefined as "the appLcati
; commercial marketing principies to achieve social goals through p
and communication- strategies. that create a desired action or chan
.- . behavior." Research h'as-shown that utilizing consumer-based
communication modeis enhances the effectiveness of outreach effor
HCFA, therefore, encourages the use of marketing research and con
based approaches to transform empirically based recommendations a
programs, rights and responsibilities, health plan options, healt
, , promotion, and disease prevention into message strategies that ar
useful, relevant, and understandable to various consumers under t
Medicare, Medicaid, Children's Health Insurance, and ~ea1th"fnsur Ice
Portability and Accountability Act (HIPAA) programs.
I
C.3 REQUIREMENTS
- -
The Contractor may perform any of the following tasks as Issued by Task
Orders. Addltlonally, unless stated otherwise under a particular ask,
lt shall be the Co~tractor's understandlng that any reference to the
word "HCFA" In thls Statement of-Work 1s used to describe, or applb to,
HCFA' s Central and Reglonal of flces.
C.3.1 Conduct Formative Rese~rchand Document Current ~egislbtion,

I
HCFA Policy, Regulations, Program Requirements, and
..
. . - Environmental Factors :
- -
A
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C.3.1.1
.- -
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The ~ 6 n G a c t o rmay conduct- fdymative research to aid iii' ' t h ~-
- ..
I
.-
- planning of HCFA' s culturally competent consumef- -i
A
- .
communications- to the Hispanic American community. The ..

purpose of the formative research is -to obtain information
essential to the planning and delivery of overall HCFA
projects, as well as specific interventions (e-g.,outreach
to low-income Hispanic American Medicare beneficiaries! CHIP
outreach, health promotion campaigns targeting ~ i s p a n i k
Americans, etc.) . The formative research may include:
situational analyses; consumer research; -analysis of
~
messages in the news, advertising, and/or entertainment
media; and analysis of any other relevant information heeded
fo"%@lanning potential culturally competent outreach
strategies. Such analyses should include, but not be
.limited to: consultation and advice from nationally
recognized experts in the specified fields; primary research -
(i.e., research developed and originated by the contraktor
>+-"wf.ttrK Q A ) and secondary research (i.e., literature rebiews, --
analysis of existing data, or both), or a combination Lf
. - primary...and secondary research. The QqnLractor should
prepare a-report on the results of the analyses, - -
In addition, for each communication topic, the ~ o n t r a c ) ~ ~
~
C.3.1.2
m i s Y conduct a thorough review of the enabling legislation,
* the corresponding regulations, HCFA policies, program
requirements, transmittal letters, and relevant
- -
.
-
eridironriiental fat-mrs. For'=e?ample, if the topic is-.tp
conduct an outreach program for aid to low-income-kediyarG--
beneficiaries, the Contractor must document who is elibible,
when- tney are- eligible, what education and outreach
materials are available and what materials have been
tailored to the culture group, and how the beneficiary gets
the information currently.
. .>
- c.3.2 . - Conduct and Document Culture group-specific consumer

Research (Use of Current Medicare/Medicaid products)
---- . -
Health and program-related messages are processed by the

beneficiary according to a particular reality which he or
she experiences. Attitudes, feelings, values, needs,
desires, behaviors and beliefs all play a parc in the
individual's dccisio? to accept informatlor and make a
behavioral cnaqge. It 1s by understandlng the unportahce of
these characteristics that health and program-relatea
messages can be-targeted to the beneflclary In effect1
ways. ..
C.3.2.1 -Conduct--concept
and message testing of activities:
Focus Groups
Mall Intercept Surveys
Frofe'ssional Review
. ..
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::--
.
. Cogni t-ive Testing
.
Field ?;st,~ .- -
. . . . . -. -- .--.-... ... .. ...
'The .C6ntraeetor will conduct activities like thoSknl-ii6k

above to explore the needs and preferences (specific t
culture group) of beneficiaries,. o r individuals who ar
about t o enroll, in Medicare, Medicaid, and the Child
Insurance Program (CHIP] or are affected by HIPAA. I
general, these activities will be conducted with the q
Medicare, Medicaid, Child Health, and HIPAA population
well as with subpopulations that may have special
communication needs (e.g., the disabled, beneficiaries
participating in managed care plans, beneficiaries dua
eligible for Medicare and Medicaid, potential CHIP or
~ed&aid eligibles, people about K O enroll in Medicare
etc.).. The Contractor will ensure that the testing is'
undertaken in the language of the target group by pers
fluent in that language.
A
.-., ....... i . . ..... -.<
The Contractor will develop the guidelines and protocc for . .

- the focus groups and survey instruments, subject to re iew
and. a-pproval by the PO/GTL. -Upon appr3V?rl by the-PO/G? ..th_e_ I
Contractor will carry out all activities necessary for
completing the focus groups and surveys. This includes
recruiting focus group participants, making
G-rangements (e.g., room and equipment rentals), arranging
.* for, and conducting the focus groups. The Contractor w:il 11
--.. ----- ....... .- .~
. a n a l y z e - t hfocus
~ group a n d survey data an-d prepare 2. .I eport
;- that..,synthesizes d5d summariie~s the results,,of these -
analyses. The Contractor will draw implications from tl
studies in the design of HCFA's programs. The Contracl
wilY'also provide detailed documentation of the discus:
and responses from each focus group or survey through
videotape, audiotape, or written transcript. The Cont:act or
must be prepared to come to a location specified by HC'A for
the purpose of doing certain work assignments and givi,a
,.-;......: :- oral presentations of findings. The Contractor must a s0
prepare more detailed written reports of these finding,
-..-.a . ~.
The following is a summary of the type of concept and

message testing acti'vities that ,the Contractor may con'uct,
in conjunction wirn the Hispanic American community
organizations, and will be requlrec by HCFA to complet as
pzrt of the overall :ask:
.. -. ...
A. Focus Groups--The Contractor may presenc a-nd t e s ~
potenti_al_concepts, draft materials, story boards
etc., u s h g focus groups. Focus groups will, be a.awn
from the target culture group or segment uslng
s-tandard market research techniques and will reprc sent
geographic and -demographic diversity to the exten.
necessary to assure appropriate audience
representation.
' B. Group ~ e s t i n g - - ~ R Contractor

e may engage in more
- -. - extensive audience testing of concepts, 'messages , nd
-
. - .-
niateride, if deemEd appropriate and necessary. I roup
. testing may indude. mall- intercepts-.=- theater- -.. .,* - -- .,.
4
. .-:. -
- . _. ..testing. __-.. .-. . . ..
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-.
-
.-
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c. .:., Professional Review--Concepts,~messages, and mate ials

may be submitted for review by appropriate
professionals, experts, and representatives of
agencies involved in specific HCFA efforts and/or
target audiences.
D. Cognitive Testing--Some concepts, messages, and

materials may be tested through a series of one-oh-one . .. . .-
discussions with members of the target audience. ~ h i s I -.-
<=..may include, but not be limited to, face-to-face
interviews in a variety of settings, including hoies. .-
E. Field Tests --Some messages and campaigns may re quire

-. , . , ; . - .the use of field tests or demonstrations prior tc . . . . -_.:
full-scale implementation. The Contractor shoulc have . -.
,
the ability to conduct such activities with c o m m ~~ i t y
level organizations, and quicklTvBport on-t he
~
outcomes prior to full scale implementations.
-~Researchactivities may include, but not be limited to

in-depth interviews, literature reviews, collection anc
-,
analysis of publications and data, and analysis of the
- - . communica-tion.
strategies-: The..-Contractor will perform ..
- revTews of existing research on outreach, informati-on r
andco~nmunications strategies that are deemed effective
The-Contractor 1 1 1 be expected to summarize all findir Lls
and provide copies of all documents that are included : n the
research.
Trends and Environmental Factors

-.--
4
The Contractor may scan the environment to identify

environmental factors the miaht affect HCFA or its
operations. The purpose of this research is to identil Y
culturai factors, trends in health care, consumer behi vior,
technology, economics, politics, and other environment;1
factors to help HCFA iidentify needs and opportunities I 0
modify existing-communications and consumer informarior
strategies, and to plan for the future by developing anc
implementing-new ones. Such research should include, b~
not be limited to, reviewing newsletters and other.
publications released by relevant culture group
.organizations and their leadership, attending public
meetings hosted by these organizations, accessing the
organizations' Internet web sites, interviewing the
organizations' management, and interviewing advisory grc
.-
who interact with these organizations.
- . . ..
-.
..
-
..
..
- . C.3.,:3
-
.. .-
-
. .
;
..
Develop Culturally cornG@nt
(Use of
. ~
.. h a n 6 3 s )
. . -- - --
- ,
For &ach" e6nsumer communication topic, the Contractor m;

-
. ..
-..-- .
..
Message and ~ommunicaticn! Lans
. ..- -
. ---..
'
--
develop a comprehensive market+ng and consumer communic;

plan that is based on the culture group specific consum<
research. The plan should reflect the appropriate use o:
marketing, consumer communication strategies, or both. [t
should also be consistent with and integrated into HCFA S
overall goals and objectives. Marketing plans should fc Llow
accepted theoretical models. Most important, any markei ing
and/or communications plan, or any program or activity, :hat
relates to an existing program initiative, e.g. CHIP
iwl,ementation, or the national Medicare Education Prog: 3m,
and$t?ust be consistent with HCFA's Project Integration 1 Lan.
(See .Section C. 3.7.1 . )
The plan should reflect the Contractor's knowledge and

;4x.~derst$nding of geographic diversity issues, and seek
address information dissemination in a variety of setti:
including remote locations, or confined locations such
urban high; rise. The plan should cofiGficate a.n;- -
understanding of the community level organization's roll
information dissemination within diverse culture groups
.--- -
The plan should also identify the person(s) responsible for
.- each activity, by activity and other detaiis necessary or
- .- the-suc-cessful im@ementation::.af the plan: The Contrac or,
aft&. receiving approval of the health or pfograni2re-lay-d" '-.. .
consumer communication plan, should implement each stag as

directed by thePOLGTL.
C.3.4 Develop Culturally Competent Healtn and Program-Related1

Messages and Materials and validate chrough local commulnity
level groups. (Tailor Information)
-- .
, ...+7.-.- . - . .-
C.3.4.1 . Materials Development Production and Clearance .-.
.. . . .
The Contractor may b,€ required to produce a variety of

health and program-related communication materials tar eted
.- to Hispanic Americans. They may inciude, but may nor e
limited to, computer-generated or Internet-based educa ional
materials; radio, television, and print public service
~ .
.~. -
announcements; brochures; posters; polnt-of-purcnase
materials; ad-pamphlets. Major elements are deszrlb
below: -
A. Prlnt Development and Production
The Contractor may develop and produce new prin

materials and tailor existing materials to meet he
needs of particfflar audiences (e.g., low-iitera and
- low-vision beneficiaries). Tne print ma-teriais hould
.... - ..
- --
.
-
..
-
- . ...
. - - - be devgloped
-- in the lariguage appropriate to the araet "
. ..
-gr-oup,and be designed_! o be suitable for produ ion
" .'.C
.-- A
-
., . .. -
as print ads, poster-s, transit f arasy'efc.
ConfFactor should produce electronic ver~l;&~o &int .....
materials in HCFA standard formats (e.g., WordP fect
. 6.1, Microsoft Word 7.0,-'Excel'or Power Point) . A1 1
print materials developed shall be provided in
camera-ready format for delivery to the G o v e r m
The types of materials to be developea include,

are not limited to the following:
Brochures
The Contractor may plan and develop

infermational/educational brochures which
provide information needed by the specifi
target audience (s). An analysis of conte
message, reading level, language, etc., n
made on materials which might meet the
objectives of the brochu~s-proposed. E;
brochure may be translated or adoptetl, ir I * ~ - . - ' -
Spanish and other languages, as required. These
should not be straight translations but
adaptat ions (i.e., written in the origin;
languages appropriate for communicating b .h the
intended audiences).
.
.a
_
:
e
.
:-=.
Print Advertisements
.
.- - ~
.
For each project, the Contractor should c relop
a series of print advertisements which st )art
the given health or program-related topic ind
convey appropriate messages to the specil 3d
target audiences in the appropriate l a n g ~ Ye.
Print advertisements will be for primary ;e in
newspapers, magazines, and possiblyA--bjllfirds,
and may be produced in the formats and s: ?S
specified by the PO/GTL. For each print Lece
developed, potential distribution system! nay be
identified aiong with audience reach.
- -
The Contractor may develop appropria~epo
purchase materials for the health or prog
- related topic(s) and target audience(s)
specified by the PO/GTL. Point-of-purcha
materials are information materials desig
be picked up by beneficiaries at convenie
location,: such as checkout lines, buildin
lobbies, etc. For each point-of-purchase
message developed, potential distribution
-2ystems may-be-iden~ifieaand estimates o
--
-. ,
potential use.may be made.. - : .
.. ~...
.. .
,
--
.. -
-- .- .-
IV. Posters
-.
The Contractor may develop messages for p
For each poster developed, potential
distribution systems may be identified, a
estimates of potential use may be made.
Catalog of Marketing Materials
The Contractor may design and produce a 5 ries

.. --
of mechanicals or camera-ready copy for fi 'A
hgalth and program-related communication - .-
catalogs, describing the types of health ld
program-related communication materials t 3t are
. - .. , -__.:
available from HCFA. The catalog(s) may 2
issue-specific, target audience-specific, Jr
comprehensive. The cau_logs should descr Je how
HCFA communication materials can.be used- 9s-+-
effectively and for what purposes.
Support Materials
rhe Contractor,may design and produce Sul

rV
3rt
mateTials related to t h e creation and -prr -on --
of the health and program-related commun: ation
.materials specified in this contract. Mi erials
-may include, but are not limited to, pro1 tional
items, banners, information kits, market: g kits
for constituents, community turn-key kit: (that
include audience profiles, recommended
strategies, and a menu of creative appro, hes) ,
signs, handouts, exhibits, etc. These mi erials
may be used for presentations, digp;ays,- tc.
I
New and Non-Traditional Communica~ionMate ials
and Channels
In addition to the above, the Contractor i

expected to keep abreast of new communicat
broadcast, and educational technologies su
computer or Internet-based delivery system
interactive videodisc, closed-circuit cab1
systems, %lectronic bulletin boards, inter ctive
cable, digital TV, and entertainment media for
educational- purposes. If approprYate, the
Emtrsctor <ay b e required to develop mate ials
in formats not.specified abouefor. use in- M-...rr~ -
-
,
.
.
traditional channels. .- C .. .
.r..
.
~--.
:
Mat,~rialsDevelopment and Production'for Special Popul tions
The Contractor may be required to develop and/or adapt

materials for use with special populations including, ut
not limited to, persons who are hearing or vision impa red.
The Contractor is expected to have special expertise i
identifying or working with appropriate individuals or
organizations in developing materials for these popula ions
'6 C-
~ a l y a a ion
t Testing
*
Appropriate validation testing of information develope for
special populations using standard market testing appr aches
~'"'fK%~%&?acilitated by the use of local community level
organizations
T_he..Contractormay be required to provide graphic desi .n and

related services needed for health and program-related
communication. This may include the design and prodgc ion
o f - kits--of-~-materigls,
packa@,ng for public service
annbQncements, design of logos, illustrations, drawkng I;.----. - - .-..
photographs, overhead transparencies, slides, and othe
sim-lar _visu,+l-materials. The 'requests for graphic SL )port
may include computer-generated graphics, or photograpl- ; of
original hand drawings, impressions, etc. HCFA graphi
standards should be applied to all materials. All mat
must be de.livered in camera-ready format.
Writing and Editing Support

:.--*. .
The Contractor may be required to provide copy-writin?
editing, and related services needed for health and
program-related communication., Congressional fact she
articles, etc. Emphasis most be on economy and qualit
with attention to the csrrenr restrictions on Governme
printing . .-
C.3.5 Develop and Implement a Plan for Consumer Communica~ions
Activities 1 _ P r ~ o j e c t / I m p l e m e n t a t i o nPlan) I
The Contractcr may be required to develop and submit kor
PO/GTL approval a comprehensive plan setting forth the full
implementation of proposed comunications activities.
plan should be developed in consultation with che The
appropriate HCFA component, Regional Office, agent,
community level'partn<rs, and Contractor, especially
warehouse and distribution managers. The Contractor may be
required to address al2 aspects of packaging. and
distrlbuting.*he health-.-andprogram-related communica~ion
1
. . . - .. .-
materials, including: .- .~ - . --
I - --'
-
-
.
*
descriptions of coordinating activities with (other

.. - -
DHHS and other federal, state or private of5icials
-
as required by the program or by regulations;
promotion plans (including specific media
activities, such as implementation of campaigns,
press conferences, .media tours, satellite todrs,
byiefings, training of spokespersons, and sudtained
activities) .
&lL-promotion plans shall be submitted for HCFA/DHHS - --

apbioval prior to implementation. The Contractor may be
required to provide written releases for all talent ahd -
directors used-in the-production of materials. All rleleases
for talent, images, graphics, music, and other elements
,.-.-,shgul$be obtained on a 100 percent buyout basis:
appropriate selection of these elements should be conducted
and^ -. . - . - d
to achieve buyout at low cost. The Contractor should1

provide :he pre- and post-productiorraraterials -2s r e c g e _ s f c
by HCFA. This may include, but not be linited to prikt
materials and mechanical or print prototypes. HCFA may use
. --
these materiaIs for in-house editing, production,
reproduction, and archiving. The Contractor should
inventory all media assets of each project upon completion
. . . of the-jop. HCFA will direct-- . -the Contractor as to whelre to
- -.-
-- -
.
- forward materials'. i ----.. ..--
C.3.5.2 ~f_t_ef
app_roval-of-the plan, the contractor should implement
all or parts of the plan as specified by the PO/GTL.
Monitor the Communications and R e s u l ~ s
The Contractor may be required to monitor and track the

implementation of the consumer communication e f f o r ~ su: lng .
- appropriate methods, given the materials and the channf1s
used. This may include, but noK be limited to, analyslr of:
levels of intermediary participation in the communicat: on
effort (measured by organization interviews, program bc unce-
back cards, etc.); megsures of audience exposure to me: sages
(measured by print media clipping services, broadcast I ublic
service monitoring repsrts, calls to hotline5 or
- clearinghouses,- ornnibus~surveys, etc. ) ; press/media COTerage
using-a -service approved by the PO/GTL l , & g . , he BF* w a y -.-
.. Adver.tise~'s Report (BAR), the BVS system, A r b i L z m -05
Nielson data); analysis of press/media coverage using i --
clipping service; monitoring af materials distributed;
Infernet use-tracking software; or other standard procc ss
measures used by the industry. The Contractor should rc port
on the results of the implementation in a timely manne: , in
intervals specified by the PO/GTL.
Perform Other Activities to Support Consumer Communica. ions
C,pll-aborate with HCFA's Project Integration staff and

CoWractor
All work must 6e consistent with HCFA's Project Integr,t ion

Plan. Therefore, the Contractor must be prepared to
-.~-+cmld.abw-ate and coordinate any effort related to with
M+C project integration staff and appropriate Contract'
HCFA's Project Integration Plan serves as a mechanism
he.lp ensu,re that the Agency completes-.a1 of t.hg M+C ,
requirements efficiently and within the various mandat
deadlines. To carry out this objective, HCFA organize1
Project Integration staff and contracted for an outsid
. .-
Project Integration Contractor. HCFA' s Project
Integrations staff and Contractor manage all M+C effor S
that are. either 1; progress,q being planned. One df heir
- :-
key~functionsis -to assis& the rest of HCFA an6 .iu. ----.- ..--
Cont.ractor to develop individual project plans that ar

consistent with -(i.e., integrated ~ n t o )the Agency's o rerall
pro:-ect' plan-for M+C. Therefore, it is necessary that the
Contractor collaborate a n d c o o r d i n a ~ eany M+C-related
plan (s) and/or activity (-ies) with HCFA' s Project
Integrations staff and Contractor.
C.3.7.2 Provide budget projections for health and program-reiated
communication activities.
As specified by* task order, the Contractor may analyze and -

prepare budget projections for a variety of health and
program-related communication activities. Projections may
be related to specific functions to be performed for a
health or program-related communication project, or may be
required for purposes of comparing costs for options or
alternative approache;.
._ _ _ _ -
..
-
-
.
- ..
-
- - -
- The budget p?kjjections &st be based on sound accountir& and . ..
financial principles and methods- and on.up-to-date c o ~ Xcia- . = *
-- - reflecti.nq-current market and industry s t a n d a r d m n d tsends; . . .
The Contractor will document the projections with the ~ -

sources of data. -. .
Budget projections may be submitted in hard copy and in

electronic formats appropriate for HCFA's use, includinb
spreadsheets, database, and graphics formats, as specified
by task order.
The Contractor will work with the PO/GTL to establish . .. - -.,-

sta5dards for presenting detailed budget information in a - ---
f o h a t suitable for tracking costs.
-
- -
C.3.7.3
-
Public Information, Networking, and Outreach Activitie!
-**
.A +c --. . . . . - .. -- __i
l%edc6$tractor, in coordination with other related HCFP!/CBS

services and Contractors, shall develop and have in pldce,
9 0 days .prior to the planned release-4&e, an implementlatlon
plan, pre'ss strategy and public affairs plan t h 8 incfides,'
for each piece, timeliness distribution and individual I
contractor responsibilities. The press strategy and pu,bllc
affairs plan for each task order will require early and
regular collaboration with, and clearance from, the HCFA
- .
.-
. .
Press Office and approval from HCFA/DHHS. The
1
iiiipJ,ementation plan for each---%ask-order should address
=
networking with, and outreach to, public and private
partners where appropriate. 1 . "-
C.3-:7.4 Media Buying/Leveraginq
The Contractor may be asked to develop and implement madla

buylqg and leveraging strategies for che materlals
- developed. The Contractor, as tasked, would submlt a ylan
that provldes for tne cost-effective, pald placgPgnts of
materlals. The plan would speclfy for a qlven level o:
total advertlslqg expenditure, the recommended medla m :
x
(l.e., the proportion of meala welght glven to T V , radlo,
p r i n t , o u t d o o r , and I n t e r n e t a d v e r t i s i n g ) and placeme
w i t h i n each-medium n a t i o n a l i y and l o c a l l y L O act-i'ieve iimum
communication i m p a c t wi-th e a c h t a r g e t a u d i e n c e . -The 3n
would a l s o d i s c u s s recommendations f o r o b t a i n i n g
( l e v e r a g i n g ) d o n a t e d media a s a match f o r p a i d media
. .
placements.
P r e s s Conference Support
The C o n t r a c t o r may b e - r e q u i r e d t o p r o v i d e s u p p o r t mat ials

- f o r p r e s s e v e n t s i f r e u e s t e d by t h e PO/GTL and a p p r o 3 by "
t h e HCFA p r e s s O f f i c e and HCFA/DHHS. M a t e r i a l s may i .-
b u t n o t b e l i m i t e d t o , media k i t s , ba'nne-rT,'blow-ups-.
-
l u.
d.
e ,..a
- - ,.
.. .
d r e s s t-hg* room, e t c . A l l s u c h e f f o r t s w i l l b e '.zoofdf ted-- , .
t h r o u g h t h e P r o j e c t O f f i c e r and t h e P r e s s O f f i c e a t H . -
4.
As:.tasked, t h e C o n t r a c t o r s h a l l work w i t h HCFA t o p r c de
s a t e l l i t e news t o u r s i n s u p p o r t o f p r e s s e v e n t s .
Ad Hoc C o n f e r e n c e S u p p o r t
A t t h e d i r e c t i o n o f t h e PO/GTL, t h e C o n t r a c t o r may p r ide

s u p p o r t t o a d hoc c o n f e r e n c e s and m e e t i n g s a s p r e s e n t s.
participants, exhibitors, o r resource people.
.$ ..
%-?.
Media R e l a t i o n s
The C o n t r a c t o r may be r e q u i r e d t o d e m o n s t r a t e c a p a c i t t 0
..+.+ravi& HCFA w i t h s u p p o r t f o r c a m p a i g n - s p e c i f i c and c o i n g ,,. .. .. .
.- . _-_..
.
media r e l a t i o n s a c t i v i t i e s , on a n a s needed b a s i s . Tt e
s e r v i c e s may o f t e n be r e q u e s t e d on s h o r t n o t i c e . Suct
$rvi&s,may i n c l u d e , b u t a r e n o t l i m i T e d t o : e ~ v i r o r : n.W -
- -
s c a n n i n g , media a n a l y s e s , i s s u e s management p l a n n i n g
s u p p o r t , r a p i d message t e s t i n g , v i d e o and d a i l y news
.-
c l i p p i n g s e r v i c e , a c c e s s t o w i r e and s y n d i c a t e d p l a c e
s e r v i c e s , and l o g i s t i c s s u p p o r t f o r p r e s s e v e n t s f o r
t a r g e t population.
- - *
~ 0 6 f e r e n c eP l a n n l n g and Implementation . -
~ h ~ ' . c o n t r a c & r m aconvene
~ a g r o u p of e x p e r t s and i n \
o f f i c i a l s t o help plan a s p e c i f i e d conference. The F
o f s u c h a c o m m i t t e e w i l l be t o e n s u r e t h a t t h e c o n f e r
b a s e d on t h e l a t e s t knowledge i n t h e s p e c i f i e d s u b j e c
a r e a s , h a s c l e a r , e x p l i c i t g o a l s and l o g i c a l means fc
a c h i e v i n g them, a n d i s r e l e v a n t t o t h e p o t e n t i a l a t t c ees .
The C o n t r a c t o r may be t a s k e d t o p e r f o r m a l l coiifkrent

p l a n n i n g , l o g i s t i c s , and i m p l e m e n t a t i o n . I n a d d i t i o r the
C o n t r a c t o r may be r ' e q u i r e d t o p e r f o r m o t h e r a c t i v i t i c
before, during, and/or a f t e r t h e conference includinc but
n o t l i m i t e d t o , t n e f o l l o w i n g : ( a ) d e v e l o p a n agenda d/or
o t h e r p r e - c o n f e r e n c e m a t e r i a l s ( b ) d e l l v e r ( e . g . , ma? fax,
e-mail) such -pre-conference m a t e r i a l s t o r e g i s t r a n t s
i n v i t e d g u e s t s a t l e a s t one week p r i o r t o t h e c o n f e r €
( c ) d e-v--e l o p and p r o d u c e m a t e r i a l s i n t e n d e d f o r d i s t r j
at the conference (e.g., workbooks, hand-outs printed
overhead transparencies, biographies of speakers'); ( a )
record the minutes of the conference, and print ( e .g.,
type), mass produce (e.g., photocopy), and distribute
-. mail, fax, e-mail) copies of these minutes to everyone
attendance, or having a stake in, the conference; and
distribute (e.g., mail) to attendees and stakeholders
other materials related to the conference (e.g., techr
papers, video tapes, audio cassettes).
*
- Provide Technical
- -
Assistance
--
--=
. .The Contractor should provia'; rglevant ahCTpersorinel ..
experiehc-6 in health and program-related commun'Eaiior I
. .
....
-
social marketing, media relations relevant to the tarc ted
culture group(s), and provide-individual consultation nd
technical assistance to HCFA and its agents and partnf s
based on their expressed needs. The audience is expec ed to
be health and communications professionals working in C FA
or for HCFA's agents and partners, in other Federal, ! ate,
and local governments, and in nonprofit, voluntary, ar
community-based organizations; This guidance may be : the
. form of consultations, site visits, or, if sufficient leed
i+ indicated, through one-on-one assistance on appropi ate
prpjects.
The technical dssistance will focus on how to help HCI

-
and/or its agents or partners acquire the skills, matc
&
,. a& rygources to plan, develop, and implement effect i'
culturally competent consumer communication strategic,
specific to the targeted culture groups. Technical
a.?sist-an$e should be planned and p r m r f e d in a, ..manner*
-
to:
..- strengthen working relationships between HCFA snd

its partners; increase cultural competency an
understanding of the needs of the target grpu
. .. .
.*
.
- - -Central g ~ dRegionaA--&Ifficestaff; .. .
increase culturally competent consumer " -- .

communication skills of Central and Regional
-- -- staff members;
stimulate partner involvement for partners fr rn the
targeted culture groups as appropriate;
maximize resources and minimize-duplication c
effort.
The following are the core components that the Contrac
may be requested to perform:
Consultation on special projects, as defined a

specified on individual task orders, regardlnc
consumer communication activities or HCFA
programs;
Site visits to regional offices, agents, and
partners to psrticipate in review of consumer
communication or program efforts;
Nee&~ssessments. for specific projects to id^
-prior'ity issues and targ_et populations
__ _ for
.~
cor
.. z -
communication activities;
7 ~ .
.-.-.
-y--
Communication planning to include skills-build
activities, such as trgining workshops;
Market analysis for special projects to incluc
analyses of target audiences (demographics,
behaviors), available local resources and
services, communication channels, and other fa
which may affect new consumer communication
efforts;
In-depth, one-on-one technical assistance on
appropriate national, state, and local
communications topics and/or program activiti~,' . I
Strategies to distribute materials directed tc lards

segmentxd populations, based on sound research and
as related to appropriate projects.
-ki-.**..- *. .a'/
--.
.
Develop and Produce Training and Educational Materials for
HCFA Staff and Partners
' . -. --~-
.. .-
Develop and produce training materials
.The Contractor may develop and produce curricula and

training materials for skills-building workshops and c the
development of culturally competent consumer-based =
comrnunicat'ions materials for-=.HEFA'S staff -and partners
for others. The materials will be designed-'forlndivi
dissemination appropriate for organizations and health
practitioners: involved in HCFA efforts at the national
regional, state and local levels.
Plans for developing curricula and materials must be

approved by the PO/GTL. Materials will be pre-tested t the
Contractor, to ensure their effectiveness and acceptat .lity
for the intended audience. After further review and aF )roval
by the PO/GTL, the Contractor should proceed with+furt ler
development and present the materials to the PO/GTL fc
final approval, printing, and distribution directions. The
Contractor may be required to provide computer text fi es
and camera-ready copies in a form suitable for rep rod^ :tion
or other formats, as outlined by the PO/GTL.
The following represents the Kype of materials ro be
developed: - _
-
Annotated bibliographies--The Contractor may proT ide
annotated resource and reference lists covering
program and health communication topics.
. Curricula for Workshops--Course topics may incluc
- -
--
..
-
..
.
----
.
-
~.
. . .
-
-
- .-.
.... - - - -
...
-
- '
but not be limited to, understanding cultural
differences, and information/learning needs of
t a r g e t ~ p o p u l a t i o n scommunication planning and
strategy development, materials development (pril
-and/or electronic), marEeting, and aveluation - o f
'-cu'lturegroup targeted communication progidins;- -,
-.
- Communications andb books--~h6 contractor may aes.
produce, and disseminate handbooks to support thc
training curricular. After final approval by the
PO/GTL, the Contractor may provide, in a form su.table
for reproduction, copies and text files for each
handbook.
Explore and assess new and emerging training technolog

;:' .:
%
.:
To meet future training needs more creatively, efficie
and e f f e c t i v e l y ~ n dto~maximizethe reach of HCFA's tr
efforts t o i t s staff and partners while maintaining co
effectiveness in delivery, the Contractor may explore
""~6as-ib'i~ity of using a broad range of training deliver
systems, including, but not iimited to, the following:
. . -.. --.-
a-national and/or regional consumer--base3heai

communications conference to provide HCFA staf
. .. partners, and others with knowledge of state-c
the-art culturally competent communications
technologies, as well as training events (e.g.
...... . . . "train
.... the trainer" ..s-eminars)
..
on using speci-fi
..... - technologres; -....
- .- .
a series of tele/"ideo conferences broadcast
- simul.taneously to multiple training sites via
saterli-te linkage;
computer software for self-instructional trair
modules that can stand alone or be used as a
follow-up to training workshops;
interactive training programs delivered throuc 1
cable, ~nstrucCional, and closed-circuit TV
channels for individual or small group iiyolvf nent ;
interactive videotapes designed for small groL P
training purposes with accompanying participar t
workbooks and facilitator's quides;
emerglng recnnologles, such as computer CD/ROE
players, Internet-based dellvery systems,
. . elec~ronlc
. mall systems, laser cilsks, digltal
cassette tapes, and portable dlglrai dkvlces.
,
Prepare Monthly-Status Reports of Activities
As speei-fiedby task order, the Contractor should preF

written reports of monthly activities, by task order,
delivery to the PO/GTL and appropriate program personr
The reports will contain updates on the range of actix
undertaken in support-of each communication project.
reports should directly match back to detailed budget:
produced during the pl%n_"in@ stage. he reports may
- - include, but--Cot be limited to, the fcllowing:
- ~
.~
~
- . - .* -..-- ~. -- . a ,F -- /
--+**- .,
-' - - m k completed and ongoing; . .
progress toward meeting
. . objectives,
. .
milestone, and
schedules;
deliverables submitted and dates completed;
labor and equipment hours used and materials
expended, by type of activity and specific
Contractor personnel;
problems encountered and anticipated, and
recommendedsolutions;
update on immediate activities planned and ti1
P - line for completion;
i'.
- actual costs incurred versus projected costs.
Reports must be submitted in hard copy and in electroi

,,&~m_at_s_ and media appropriate for HCFA's use, includi~
wordprocessing, spreadsheets, and graphics formats, a:
specified by task order.
. . --.-
, .-# r .- -
incorporation of Representations, C e r t i f i c a t i o n s , and ther
Statements of Offerors or Respondents (FAR 1 5 . 2 0 4 - 1 )
_ The contractor's Representation and Certification, sul itted

in response to the solicitation's Section-K, dated =
- - - . .
Augy.st11',~~1999are hereby i-n-mrporated by feferftnce~ d- .- ..
made:-a part of this contract.
-- -.
SECTION D - PACKAGING AND-MARKING -
D. 1 PACKAGING AND MARKING
P a c k a g i n g , m a r k i n g and s h i p p i n g r e q u i r e d u n d e r t h i s c o n t r a c t ; in
a c c o r d a n c e w i t h t h e S t a t e m e n t of Work S e c t i o n C . 6 , R e p o r t i n g K e q u i ~ e n t s
and a s d e l i n e a t e d i n each t a s k o r d e r .
.- -
SECTION E - INSPECTION AND ACCEPTANCE
E.l 52.252-2 CLAUSES INCORPORATED BY REFERENCE. (FEB 1998)
T h l s c o n E r a c t incorporates o n e o r % m o r e c l a u s e s b y r e f e r e n c e , w l t h he
same f o r c e a n d e f f e c t a s ~ . ft h e y were g l v e n l n f u l l t e x t . Upon rec lest,
t h e Contracting O f f l c e r w l l l make thelr f u l l t e x t available. A l s o , the :
f u l l t e x t ' o f a c l a u s e m a y 3 e a c c e s s & d electronically a t t h l s a d d r e ,s:
- 2 ==
wWw .arnet .gov/f a r / ' ''
- >
Federal Acmisition Requlation (FAR) Clauses:
Clause Title Dat
52.246-5 INSPECTION OF SERVICES - COST-REIMBURSEMENT. (APR 19E
E . 2 INSPECTION AND ACCEPTANCE

*
a. A l l work u n d e r t h i s c o n t r a c t i s s u b j e c t t o i n s p e c t i o n a n d f l n ;
acceptance.-bp.the..Contracting O f f i c e r o r t h e d u l y a u t h o r i z e d
r e p r e s e n t a t i v e o f t h e Government.
- --- -
b. The G o v e r n m e n t ' s - P r o j e c t O f f l c e r 1s a d u l y authorized r e p r e s e r .atl*e=
o f t h e G o v e r n m e n t a n d 1s responsible f o r l n s p e c t l o n a n d a c c e p t a n c c 0 f
a l l lterns t o b e delivered u n d e r t h l s c o n t r a c t .
c. Lnspectlon and a c c e p t a n c e of t h e C o n t r a c t o r ' s performance sha. L be
A.
-.
l n a c c o r d a n c e with-the applicable FAR Cla-.uses
- --
r -
I n S e c t l o n E.l abovc
? * :*- --
E. 3 APPROVALS BY THE PROJECT OFFICER
A l l i t e m s t o b e d e l i v e r e d t o t h e P r o j e c t O f f i c e r w i l l b e deemed tl have
b e e n a p p r o v e d 60 c a l e n d a r d a y s a f t e r d a t e o f d e l i v e r y , e x c e p t a s
o t h e r w i s e s p e c i f i e d i n awarded t a s k o r d e r s , i f w r i t t e n a p p r o v a l o
d i s a p p r o v a l h a s n o t been given within such per i od.
SECTION F - DELIVERIES OR
- PERFORMANCE
-
-
F . 1 52.252-2 CLAUSES INCORPORATED BY REFERENCE. (FEB 1 9 9 8 )
This contract incorporates one or more clauses by reference, with

same force and effect as if they were given in full text. Upon re
the Contracting Officer will make their full text available. Also
full text of a solicitation provi,sion may be accessed electronic
this address:
CLAUSE TITLE DATE
52.242-15 STOP-WORK ORDER. (AUG 1989) -- ALTEI

(APR 1984)
52.247-34 F.O.B. DESTINATION. (NOV 1991)

9'
%c
F.2 DELrVERIES -
satisfactory performance under each awarded task order shall be det ained
upon del-liey-' arid acceptance by the Contracting Officer the ":-
deliverables/reports required under each task order. Acceptance E any

w o r = under each .task order shall be in accordance--with Section E.
.. .
.M
Distribution
All deliverable; shall be addressed and delivered to the Project ficer

(unlgss otherwise indicated) at:
. . . .. .. . . . -- -
.- .
- . .
* .. P
.
.:
.. -.-
.-..= . ..
Health Care Financing Administration --
Attn: Belen Rodriguez ..
Mailstop S1-12-04 - - -
7500 Security Blvd
Baltimore. MD 21244
In addition, a copy of the transmittal letter for all deliverable shall

be forwafded to the Contracting Officer at the following address:
*-.-..
Mary Jones
Health Care Financing ~dministration
Mailstop C2-21-15
7500 Security Blvd
Baltimore, MD 21244 . .-..-
The suppl-ies/services to be furnished. undez this contract sh 1 be
delivered in accordance with the delivery schedule as specified each
-- task order. - . .-
F . 3 PERIOD OF PERFORMANCE
...
The work and services required hereunder shall be completed/deliv ?d as
follows:
..
Base year - September 30, 1999 - zeptember 29, 2000. Performance ?yond
-
- < b e base period of the contract may be authcrlzed by the Gover ?nt' s
. .. . . .. . - right -to-
-.
-- - - -
;nilaterally ezezise the following option periods :
. ,:p-
Optlon Yeaf 1 -- SepteMber 30, 2000 - September 29, 2001 *- ' - . .
NOTE: The option year delineated above is subject to the option cl ;e in

Section I of this contract.
SECTION G - CONTRACT ADMINISTRATION DATA
- -
G .1 TASK ORDER PROCEDURES
a . O r d e r i n g - S u p p l i e s o r s e r v i c e s t o be f u r n i s h e d u n d e r t h e IDIQ F tion
o f t h i s c o n t r a c t s h a l l be f u r n i s h e d a t s u c h t i m e s a s o r d e r e d the
i s s u a n c e of Task O r d e r s on O p t i o n a l Form 347. The C o n t r a c t i n g O f f i r is
t h e o n l y one t h a t h a s t h e a u t h o r i u t o i s s u e Task O r d e r s .
. .
. - - . - -- . -b - . - a l l _ Task.- Orders i s s u e d hereu'der a r e s u b j e c t t o t h e t e r r and .'
- -- .- - -.:.condition's
i, of . t h i s c . o n t r a r t . T h i s c o n t r a c t s h a l l c o n t r o l i n t h e e \
c o n f l i c t w i t h a n y - Task O r d e r . A Task o r d e r ' sh-all be: " f m e d " . f o r ' p-<
of t h i s c o n t r a c t h p m - t h e e f f e c t i v e d a t e of t h e o r d e r .
' - .-.
.-.
-. -
c . A O p t i o n a l Form 347 w i l l be i s s u e d f o r e a c h o r d e r . I n a d d i t i o n 1 any
o t h e r d a t a t h a t may be c a l l e d f o r i n t h e c o n t r a c t , t h e f o i wing
i n f o r m a t i o n s h a l l be s p e c i f i e d i n e a c h o r d e r :
d a t e of o r d e r
c o n t r a c t and o r d e r 'number
d e s c r i p t i o n o f t h e t a s k t o b e performed
d e s c r i p t i p n .Lof t h e end i t e m
e x a c t p l a c + b f p e r f o r m a n c e and d e l i v e r y , i f a p p l i c a b l e
p l a c e and method of i n s p e c t i o n , and a c c e p t a n c e , i f a p p l i c a b l e
&
p e r i o d of p e r f o r m a n c e
l i s t of G o v e r n m e n t - f u r n i s h e d m a t e r i a l , i f a p p l i c a b l e
,kr.#. .-
e s t i m a t e c ? cgssf"%nd f i x e d f e e
- ...
d . The c o n t r a c t i n g o f f i c e r and t h e C o n t r - a c t o r sham--Teach a g r . e m e n t
m a t e r i a l terms of each o r d e r p r i o r t o i t s i s s u a n c e .
e ; O r a l o r d e r s -may be p l a c e d h e r e u n d e r o n l y i n emergency c i r c u m s t
- When s u c h o r d e r s a r e p l a c e d , a l l m a t e r i a l t e r m s s h a l l be a g r e e d L
__ _ _ t h e c 6 n t r a c t i n g O f f i c e r and t h e C o n t r a c t o r and be confirmed by i s s ~ i

-. ._. .. . a w r - i t t e n- T-ask-S ) r d e r - a s soon as possibley..-Srom v e r b a l a u t h o r i z a t i c r
. .. .. - +
f . M o d i f i c a t i o n s t o Order-s - O r d e r s may be m o d i f i e d by agreement t :ween

t h e Contracting--Officer * & t h e C o n t r a c t o r . M o d i f i c a t i o n s t o Task rders
s h a l l be e f f e c t e d on a S t a n d a r d Form 30. O r d e r s may be m o d i f i e d o r ; - Y by
t h e C o n t r a c t i n g O f f i c e r i n emergency c i r c u m s t a n c e s . O r a l m o d ~ f i c lions
s h a l l be c o n f i r m e d by i s s u a n c e of a w r i t t e n m o d i f i c a t i o n on S t a n d a : Form
30 w i t h i n f i v e ( 5 ) working d a y s from t h e t i m e of t h e o r a l commun: 3tiori
modifying t h e o r d e r .
., .:'+.:- -
g . Monetary L i m i t a t i o n - The C o n t r a c t o r s h a l l n o t p r o c e e d t o
.
,-.-
.ncur
e x p e n d i t u r e s i n e x c e s s of t h a t amount, and t h e Government s h a l l )t be
.. o b l i g a t e d t o r e i m b u r s e any amount expended i n e x c e s s of t h e noun'.
e s t a b i i s h e d i n e a c h Task O r d e r u n j e s s s a i d amour.: i s i - n c r e a s e d by ~rmal
mbdificatlon.
G.2 TASK ORDER PROPOSALS
1. Unless otherwise specTfi-ed in the Letter Request for Proposal ( LFP) ,

responses for proposed task orders shall contain as a minimu the
following and shall be submitted in an original and two (2) copies the
Contracting office;:
a. Staffina ~ l a n :names of personnel who will be.working on t h ~ task

order; their position titie appropriate to their qualifications and Ffort
- ...
to be contributed to the contractr%ask order effort.
. . . . . . .. .. .. . .' -
- , - - - - -
.b; ~ u k I n e s sproposal F
Categories '-and-'amoiinf-s for labor, materials,

.. -
.: - _-
travel,
>:*. . .
-- .-
computer''
- ..
.-.
.
e
overhead and other direct costs are required. . .
1) The estimated direct labor dollars (broken out by hou ; and

rates for each month of effort) for each individual propos, 1 for
the task order. The hours and rates shall be appropriate f r the
labor category/position title of each individual proposed.
2) Any applicable indirect loadings and fee shall be appli 1 for .... ~.---
cost r5lmbursement orders.
%" :
3) Proposed travel (if applicable) broken out into numl !r of..

trips, number of trawlers, and duration of trip (including t ansit
time) for each -destination. Cost detail shall be shown ft : all
ite$3rniincl.ud2ng commercial transportation, daily per diem 3test =. .. . --.--
personal mileage, daily .car rental, etc.
- 4 ) ~n '.explanation and basis shall be przci'aed for.&ach i 'lo - pf,
"Other Direct Cost" proposed such as materials, reproduction osts,
etc.
.-. .
c. Technical pro~osal:The Contractor may be requested to prese t its

te2hnical proposal in writing or orally and it shall i n c h , t the
- -. - ....... .. follow~ngfof, each--taskorder: - ....
.=-I- . .
..........
1) The contractor's understanding of tho work described fc each

task order;' - --'- '-
2) The contractor's technical approach for accomplishing a 1 the

requirements of -each task order;
-31.-The contractor's interpretation of the final product being

required. :.-.-.. . .
4) The technical presentation must include information on t w you

intend to organize, staff and manage projects under this cor ract .
Noce: Additional information may be requested in individualLRFPs.

..- .-
2 . The t y p i c a l r e s p o n s e t i m e c c LRFPs w i l l be 2 weeks, howeve , HCFP.
r e s e r v e s t h e r i g h t t o a d j u s t t h a t t i m e frame a s appropriate.
.- .- -
G . 3 PAYMENT, SELECTED IT& OF COST REIMBURSEMENT CONTRACTS.
1 . Travel Costs (Including Foreign Travel)
The C o n t r a c t o r s h a l l be reimbursed f o r t r a v e l c o s t s i n a c c o r d a n c e r i t h FAR

31.205-46. x
Expenses t o r s u b s l s L e n c e and l o d g l n g s h a l l be r e m b u r s e d t o t-he c o d t r a c t o r

~ n l yt o t h e e x t e n t where overnight s t a y I S n e c e s s a r y f o r p e r f o r m a n c e~ under .- -.
f h l s c o n t r a c t . I n c u r r e d c o s t s s h a l l be considered t o be r e a s o n a f) l e and
a l l o w a b l e on13 t o t h e e x t e n t t h a t t h e y do n o t e x c e e d , on a d a i l b a s i s ,
t h e maximum p e r diem r a t e s i n e f f e c t a t t h e t i m e of t r a v e l a s s e t 3 r t h i n
t h e F e d e r a l T r a v e l R e g u l a t i o n s . See FAR 3 1 . 2 0 5 - 4 6 ( 2 ) .
3 . Cost of M a t e r i a l s
The c o s t of m a t e r i a l s f u r n i s h e d o r used u n d e r t h i s c o n t r a c t la11 be

r e i m b u r s e d i n ..accordance w i t h p a r a g r a p h ( b ) of t h e c l a u s e ntitled
" A l l o w a b l e C h t s (FAR 52.216-07) " f o r c o s t reimbursement co tracts.
Expendable m a t e r i a l c o s t s f o r i t e m s such a s o f f i c e s u p p l i e s , repor paper,
- e t c . , a n d - t o o l s o f t h e t r e d e s h a l l be c o n s i d e r e d t o be i n c l u d e ' in the
c o n t r a c t o r ' s i n d i r e c t c o s t p o o l s . The C o n t r a c t o r s h a l l be r e q .red t o
s u p p o r t gll,mafes,Lal c o s t s c l a i m e d . . .
. . . . 4,Direct Charge R e l o c a t i o n C o s t s ---- -

. .- . --
I n a c c o r d a n c e w i t h FAR 3 1 . 2 0 5 3 5 , r e l o c a t i o n c o s t s , e i t h e r d i r e c t charged
o r included i n the contractor's indirect cost pools, associated d l t h an
'
i n d i v i d u a l - n o t c o m p l e t i n g a t e r m of s e r v i c e e q u a l t o one y e a r working
und$r t h i s c o n t r a c t s h a l l be an u n a l l o w a b l e c o s t u n d e r t h i s cont act.
. - .- .- - .
a . . Any working p a p e r s , i n t e r i m r e p o r t s , d a t a g i v e n by t h e goveI ment t o

t h e C o n t r a c t o r o r f i r s t p r o d u c e d by t h e C o n t r a c t o r under t h e c ntract,
d a t a c o l l e c t e d o r o t h e r w i s e o b t a l n e d by t h e C o n t r a c t o r u n d e r t h e ontract
( s u b j e c t t o any s p e c i f i c r e s t r i c t i o n s t h a t may p e r t a i n t o t h i s c t a ) , or
r e s u l t s o b t a i n e d o r d e v e l o p e d by t h e C o n t r a c t o r (subcontr; tor or
, .u' .- - c o n s u l t a n t s ) p u r s u a n t t o t h e f u l f i l l m e n t of t h i s c o n t r a c t ar t o be
d e l i v e r e d , documented, and f o r m a t t e d a s d l r e c t e d by t h e . Cor racting
Officer .
b . I n a d d i t i o n , i n f o r m a t i o n a n d / o r d a t a , which a r e h e l d by t h e Cc tractor
. r e i a t e d t o t h e o p e r a t i o n of t h e l r b u s l n e s s a n d / o r 1 n s t . i t u t i o n E d which
a r e o b t a i n e d w i t h o u t t h e u s e of F e d e r a l f u n d s , s h a l l be cc s ~ . d e r e d
"PROPRIETARY DATA" and ar.e_no: " s u b j e c : d a t a " t o be d e l i v e r e d u r e r t h i s
c o ~ t r a c .t
-
G.5 USE OF GOVERNMENT
data. - . -...
- --DATA
- ..
-
s p e c i f i c a l l y permits another use, i n writing.
d a t a g i v e n t o t h e C o n t r a c t o r by t h e Government.
+
(REPORTS/FILES/COMPUTER TAPES OR DISCS)
Any d a t a g i v e n t o t h e C o n t r a c t o r by t h e Government s h a l l b e u s e d o n l y f o r -
the p e r f o r m a n c e -of the contract unless the
.
Contracting Officer
Should t h e ~ o n ~ r d c t i n g
O f f i c e r permit t h e C o n t r a c t o r t h e use of Government-supplied d a t a f o r a
purpose o t h e r t h a n s o l e l y f o r performance of t h i s c o n t r a c t and,
. . . .-. -
such
However, t h e C o n t r a c t i n g
O f f i c e r may d i r e c t t h a t t h e d a t a b e r e t a i n e d by t h e C o n t r a c t o r f o r a
s p e c i f i c p e r i o d o f t i m e , which p e r i o d s h a l l b e s u b j e c t t o agreement by t h e
C o n t r a c t o r . Whether t h e d a t a a r e t o be r e t u r n e d , r e t a i n e d , o r d e s F r o y e d
s h a l l be t h e d e c i s i o n of t h e Contracting O f f i c e r with t h e exception t h a t
C o n t r a c t i n g QTfQcer d i r e c t s t h a t t h e d a t a b e r e t u r n e d o r d e s t r o y e d .
t h e d a t a a r e k o be destroyed, t h e Contractor s h a l l d i r e c t l y f b r n i s h
determine is adequate.
G .6 INDIRE~CT~COST"PROVISIONAL RATES
a.
&
Mary J o n e s
7500 S e c u r i t y Blvd
-- ..
H e a l t h Care Financing.-Administration
-
e v i d e n c e o f s u c h d e s t r u c t i o n i n a form t h e C o n t r a c t i n a O f f i c e r s h a l l .
Payment," i n S e c t i o n I o f t h i s c o n t r a c t , t h e a l l o w a b 1 e " I i r d i r e c t
A c q u i s i t i o n a n d G r a n t s Group
M a i l s t o p Room C2-21-15
B a l t i m o r e , M a r y l a n d 21244
~ -
. =
.
%
....
........
I n t h e e v e n t t h a t t h e f i n a l r a t e p r o p o s a l i s s u b m i t t e d t o ,the. cos n i z a n t
a u d i t agency, t h e C o n t r a c t o r s h a l l a d v i s e t h e C o n t r a c t i n g Offi z e r i n
w r i t i n g when a n d t o whom i t w a s , s u b m i t t e d .
b. Pending e s t a b l i s h m e n t of f i n a l r a t e s f o r a n y p e r i o d ,
r e i m b u r s e m e n t w i l l b e mad? on t h e b a s i s of t h e p r o v i s i o n a l
--
it
t h e C o n t r a c t o r may r e f u s e t o r e t a i n t h e d a t a . The C o n t r a c t o r s h a l l { e t a i n
n o d a t a , c o p i e s o f d a t a , o r p a r t s t h e r e o f , i n a n y form, when t h e
I
If
P u r s u a n t t o - t h e p r o v i s i o n s o f FAR 5 2 . 2 1 6 - 0 7 - e n t i t l e d "Allowabi e C C.?-?

ost
u n d e r t h i s c o n t r a c t s h a l l be o b t a i n e d by a p p l y i n g t h e f i n a l r a t e s o: r a t e s
n e g o t i a t e d t o t h e a p p r o p r i a t e b a s e s . The p e r i o d o r p e r i o d s f o r whit h s u c h
r a t e s w i l l ' b e e s t a b l i s h e d s h a l l correspond t o t h e C o n t r a c t o r ' s f i s c a l
y e a r J s ) . The f i n a l r a t e p r o p o s a l i s t o be s u b m i t t e d t o t h e Conti a c t i n g
-
O f f i c e r- : - . . . ...........
. =.
. >
I
?t3
prov s i o n a l
r a t e : shown
. .:
-.
--
-.--
-
.
.
-.
.
below ( a s - a p p l i c a b l e ) . To p r e v e n t s u b s t a n t i a l o v e r o r u n d e r payme and
t o a p p l y e i t h e r r e t r o a c t i v e l y o r p r o s p e c t i v e l y , provisional r a t e s I, at
t h e r e q u e s t o f e i t h e r p a r t y , b e r e v l s e d by m u t u a l a g r e e m e n t .
n'm- Rate Base

Provisional Labor Burden (A)
- . . . . . . -.
.. - -.: .u!22?L-
-
1 (A) applied
- .
to:
( B ) a p p l i e d t o : .........
.
- - .
~ i r e c t ' ~ a b o.. r
. .
/'
D i r e c t Labor and ~ ~ b b r ' ~ u ~ ---d e n : -.-y-

..
.-
:-..
-
G .7 SERVICE OF "CONSULTANTS
Except a s may o t h e r w i s e be e x p r e s s l y p r o v i d e d e l s e w h e r e i n t h i s c c ract,

p r i o r w r i t t e n a p p r o v a l of t h e C o n t r a c t i n g O f f i c e r f o r u t i l i z a , rn o f
consultants is required. Whenever C o n t r a c t i n g O f f i c e r apprc 1 is
required, the Contractor s h a l l furnish t o the Contracting ficer
information concerning t h e need f o r such c o n s u l t a n t s e r v i c e s , ! the
reasonablenesg g f t h e f e e s t o be paid t o any c o n s u l t a n t s .
~-2.
G . 8 SUBCONTRACT CONSENT
a. To f a c & & i - t a t e - t h e r e v i e w o f a p r o p o s e d s u b c o n t r a c t by t h e oject --

O f f i c e r and t h e C o n t r a c t i n g O f f i c e r , t h e C o n t r a c t o r s h a l l sub: : the
i n f o r m a t i o n r e q u i r e d by t h e FAR C l a u s e 52.244-2 e p t i t l e d , "SUBCOb ACTS"
t o the C o n t r a c t i n g . . , O f f i c e r . The C o n t r a c t i n g O f f i c e r s h a u r e v d,. . Lhe-
r e q u e s t f o r s u b c o n t r a c t a p p r o v a l and t h e P r o j e c t O f f i c e r ' s recomm a tion
a n d a d v i s e t h e C o n t r a c t o r o f h i s / h e r d e c i s i o n to^ c o n s e n t t o o r ssent
from t h e p r o s o s e d s u b c o n t r a c t , i n w r i t i n g .
b. Consent i s hereby g i v e n t o i s s u e t h e f o l l o w i n g s u b c o n t r a c t ( s )
. - -- -
..-
.. - . . . . . . . . .
.- - -..
. . .. . .
*A,,
( TBD )
G.9 CONTRACTOR PROJECT DIRECTOR
- -
Denise Herrera-Wieters will -serve as. Project Director. It will be I?er

I -
responsibility to obtain the staff necessary and to direct the wors for
the conduct of this project. The Government reserves the right tc
approve any necessary successor to be designated as Project D i r e c ~ o ~ .
G.10 GOVERNMENT PROJECT OFFICER -.

~
a T.-
_._I
---
. BET@ Rodr-iguez will rep-usent
-contract. - -
- --
the--~overnmentfor the purpose of this .
. .
. .
- .> . . . - -- .- :_= --- ;
--
sr- .- .- .- .:-I . .
he project- ~ffi'ckr-is-responsible for: (1) monitoring the ContriE~or'8 -
....
technical progress, including the surveillance and assessment of
performance and compliance with all substantive project objectives;
(2) interpreting the statement of work and any other technical perforLance
requirements; (3) performing technical evaluation as required; (4)
performing technical inspections and acceptances required by t h l s
contract; (5) assisting in the resolution of technical problems
encountered during performance; and (6) providing technical directibn in
accordance with Section G.ll; and, (7)reviewing of invoices/vouchers.
. ... - -
..-.-
The Project OfQcer does not have authority to act as. agent od the
Government unde%'bhis contract. Only the Contracting Officer has authbrity
-. -
to: (1) direct 0.r negotiate any changes in the statement of work;I (2).-
.- -- modify or extend the period of performance; (3) change the delivery . .
schedule; (4) authorize-reimbursement to the Contractor anv costs inchrred
during the.;gepgrngn_ceof this contract; or (5) otherwise change any kerms ,:. . ... .. . --.--
and conditions of this contract.
,
unjlaterally change its Projecf-~~fficer~,dpsignajiar',..-.-
~he-'~overnment'.-may
I
The Project Officer may be assisted by Government Task Leaders (GTLS).
The GTL(s) will not have the authority to provide technical directibn in
accordance with Section G. 11, however, they may be responsible for:
(1) monitoring the Contractor's technical progress, including the
surv.eill.ance,.and assessment -_of performa-nce a n d compliance w-ith all
substantive pro-ct =
objectives-; (2) interpreting the statement.~~f.+alk~a~nd~.
any other technical performance requirements; ( 3 ) performing techkical
evaluation as ?req+red;_ I-( 4 ) - performing technical inspections( and
acceptances required by this contract; (5) assisting In the resolution of
technical problems encountered during performance; and (6)reviewing I
invoices/vouchers.
G.ll TECHNICAL DIRECTION I

a. Performance of the work under this contract shall be subject
-7-..
the - .I
to
technical direction of the Pso]ect Officer. The term "techpica1
direction" is defined to include, without limitation, the following:
1. Directions to the ContracLor which redirect the contract effort,

shift work emphasis between woric areas or tasks, require pursulc of
certa-in l i n e s of inquiry, f i l l i n d e t a i l s o r otherwise se: ve to
a c c o m p l i s h t h e c o n t r a c t u a l s t a t e m e n t of work.
2. P r o v i s i o n o f i n f o r m a t i o n t o t h e C o n t r a c t o r w h i c h a s s i s t s .n t h e
i n t e r p r e t a t i o n of drawings, s p e c i f i c a t i o n s , o r t e c h n l c a i p o r t i Ins of
t h e work d e s c r i p t l o n .
3 . Review a n d , w h e r e r e q u i r e d b y t h e c o n t r a c t , a p p r o v a l o f t e c
r e p o r t s , drawinqs, s p e c i f i c a t i o n s , and izechnical i n f o r m a t i o n
d e i i v e r e d by t h e c o n t r a c t o r t o t h e Government u n d e r t h e c o n t r a l c t
.
.. b, - T e c h n i c a l . d i r e c t i o n m u s t b e w i t h i n t h e g e n e r a l S c o p e o'f Work s t a t e d i n ,
. ~-
. . . - . - . -- t h e - _ c o n t r a c t . T h e P r o j e c t - - O f f i c e r d 6 e s n o t h a v e t h e a u t h o r i t y t o a h d may
-.-. _ - - - - n o t i s s u e any t e c h n i c a l d i r e c t i o n s which-:-. -
1.
* .
F .
+
?. -
-1-
-- r .-.+? - : s.
'.-- ....,
.- -'
C o n s t i t u t e s a n a s s i g n m e n t o f a d d i t i o n a l work o u t s i d e t h e g e n e r a - l
. 1 . .
. ...-
.- . -
..
--
---
-
,
" S c o p e o f Work o f t h e c o n t r a c t . - .. . . . .
. >.
2. C o n s t i t u t e s a change a s d e f i n e d i n t h e c o n t r a c t c l a u s e s e n F i t l e d
"Changes - C o s t Reimbursement."
3 . I n a n y manner c a u s e a n i n c r e a s e o r d e c r e a s e i n t h e t o t a l e s t k m a t e d
contiact cost, fixed-fee, o r t h e time required for cohtract
performance.
4. chan&,hy of t h e expressed terms, conditions, o r specif icetions

of t h e contgact .
-
c.
-
A l l t e c h n i c a l d i r e c t i o n s h a l l b e i s s u e d i n w r i t i n g by t h e P ~ o j e c t
I
O f f i c e r o r a n y v e r b a l d i r e c t i o n s h a l l b e c o n f i r m e d i n w r i t i n g w i t h i n 5 -. .
working dA~S'"after'"issuance.
d. - T h e C o n t r a c t e r s h a l l p r o c e e d p r o m p t l y &&k t h e pdrformanlce o f
t e c h n i c a l d i r e c t i o n . d u l y i s s u e d b y t h e P r o j e c t O f f i c e r ..i3T t h e ? x i * n h ~ ~
p r e s c r i b e d b y t h i s a r t i c l e a n d w i t h i n h i s / h e r a u t h o r i t y unde'r t h e
provisions of t h i s a r t i c l e :
.
e. J f , i n t h e o p i n i o n of t h e C o n t r a c t o r , any i n s t r u c t i o n o r d i r e c t i o n
i s s u e d b y t h e P r o j e c t O f f i c e r i s w i t h i n .o?e o f t h e c a t e g o r i e s a s d k f i n e d
i n I l ) t h r o u g h 1.4) a b o v e , t h e . ~ o n t r a c t o r - - i ha c c o r d a n c e w i t h Far 52<243--J*,
N o t i f i c a t i o n of Changes.
-
G.12 DESIGNATION OF PROPERTY ADMINISTRATOR
~-- -
II
J.
The HCFA P r o p e r t y A d m i n i s t r a t o r , A d m i n i s t r a t i v e S e r v i c e s G r o u p , O f r ( 1 c e o f
P r o p e r t y a n d S p a c e Management a t ( 4 1 0 ) 7 8 6 - 6 4 6 2 , i s h e r e b y d e s i g n a t k d t h e
p r o p e r t y . a d m i n i s t r a t i o n f u n c t i o n f o r t h i s c o n t r a c t . The C o n t r a c t o r a g r e e s
t o f u r n i s h i n f o r m a t i o n r e g a r d i n g Government P r o p e r t y t o ~ ; . t t ~ ep r b p e r t y
A d m i n i s t r a t o r i n t h e manner a n d t o t h e e x t e n t r e q u i r e d by t h e p r b p e r t y
A d m i n i s t r a t o r , h i s d u l y d e s i g n a r e a s u c c e s s o r s , a n d i n a c c o r d a n c e w i t h FAR
P a r t 45 a n d DHHS Manual e n t l t ' l e d , C o n t r a c t o r ' s G u i d e f o r C o n t r o l o f
Government P r o p e r t y , ( 1 9 9 0 ) .
.
G . 1 3 GOVERNMENT FURNISHED PROPERTY
Pursuant to FAR Part 45 --Goverrment Property and clause 52.245-5, of this

contract, the Government wili furnish-for performance of the work rec lired -
herein, items as delineated in che individual cask orders.
G.14 METHOD O F PAYMENT
-
a. Payment under thls contract- will be made by the Governme] t by
electronic funds transfer through the Automated Clearlng House (ACH)
- A t * a-c h m e n t - J - 1 .
-- -
-
-- - -
a
. . .
--. .;
b. In the event the Contractor, durlng the' performane-of thls con? ~ d c f g- = '
---.
eLects to deslgnate a different flnanclal lnstltutlon for t W r e c e l rif of- ----
..
any payment made using electronic funds transfer procedures; or a .-
different method of payment, notification of-such change and the rec ~ i r e d -. .
information must be received by the appropriate Government offici 11 30
days prior to the date such change is to become effective.
c. The documents furnishing the information must be dated and conta: n the
signature, title, and telephone number of the Contractor's off icial
authorized to provide it, as well as the Contractor's name and cor tract
number.
d. Any cha&& shall be furnished to HCFA, Division of Fin; ncial

--
Operations, Chief, Accounting Operations Branch, 7500 Security 9 0 ~ vard,
1 ~ .-
Baltimore, Maryland 21244.- It is the Contractor's responsibili .y to - .
furnish the changes promptly to avoid payment to erroneous addres: 2s or
-
.-'
)A -
bank accounts, or delays in payments otherwise properly due.
...'+
G . I S . I N V O I C I N G AND PAYMENT
- . . -. ---- .. ..e
a. submission-of ~nvoicesand Payment Office
1. Once-each month, following the eifectlve date of thls cont race,

the Contractor may submlt to the Government an lnvolce (or ubllc
m u c h e r ) for payment, In accordance wlth FAR Clauses 52 216-7
"Allowable Cost.& Payment1'_, Involcesqhall be prepared In acco dance
wlth t h e "lnvolclng Instructlons" provlded as A t t a c h m e n t J-2 r .-The -
.
Government shall make provlslonal payments on all lnvolces pendl g the

completion of -- a final a_udlt of the Contractor's cost records.
2. To expedite payment, invoices shall be submitted as follows
1) Original and three (3) copies shall be submitted to the a1 dress.

below:
- .
Department of Health and Human Services -.-.-+ - .
Health Care Financing Administration

OFM/Division of Financial,.Operations
P.O. Box 7520
.- Baltimore, Maryland 21207-0520
If overnight delivery is desired, send KO:
Department of Health and Human Services

Health Care FinaEcing Administration
Director, Division bf Accounting, OFM
C3-09-27 Central Building
Baltimore, Maryland 21244-iB50
2) One (1) copy shall be sent to the Prolect Offlcer.
-
R
- - -. 3. Content of Involce (If Applicable) :

- - - -- -
y- - - -
1) Contractor's name and lnvolce date.
- ... --
-
_ -- --
.. . + -.CL .-;
."
2) Contract number or other authorization for delivery of pr
and/or services. -.
3) Description, cost or price and quantity of property

services actually delivered or rendered.
4) Shipping and payment terms.
5) Other substantiating documentation or information as re p i red

by the
., contract.
.:\ <
f. Name, title,-phone number and complete mailing address of respc lsible

.- .- official to whom payment i s to be -sent.
NOTE: T a ~ * , ~ ~ d ~issued
r s , under the IDIQ portion of this contraCt are . , , -----
considered sepa>zte and distinct requirements and shal; be&
invoiced/vouchered independently. Therefore, invoices/vouchers r e ~ e i v e d . .
with multiple.task-entries will be considered improper and returned to the

contractor fo-i- sepafation prior to resubmitcal and c o n ~ 8 E i e r a t ~ c k ~ T o F
payment.
b. Invoice-Payment
*
1. Rei.@ursement..£or invoices/youche~rssubmitted-under this=contract.
- shal-1 be &e not 1ater:Than thirtji:-(30) days after reGeipt:&~..ue .,
invoice fr& the contractor in the copies requested at the haying
office designated
- -- - .- ab.ove.
.- - .
2. Payment will be authorized after the Division of Financial

Operations has audited the invoice in accordance with FI ~ d e r a l
regulations. This audit includes certification of the invoice by the
Project Officer and verification that the invoice amount is consistent
with-the payment schedule. Any discrepancies determined as a 'result
of the audit could delay the processing of the invoice and may result
in the invoice being returned to the contractor f~r"~Eorrections.
Inquiries relating to payments should be directed to the Chief,
payment ~anagement Branch,. Administrative Payments Unit, te:L,Iephone
number (410) 786-5419 (no collect calls).
c. Intere-st on Overdue Payment
1. The Prompt Payme-nt-Act, Public Law 97-177 (96 Stac.85,3i S.C:

1801) is applicable to payments -under this contract and requir, r he
payment o f interest on overdue payments and improperly aken
discounts.
2. Determinations of interest due will be made in accordance wi I the

provisions of the Prompt Payment Act.
.. - G -1 6. . -CORRESPONDENCE PROCEDURES -.- .

* . .. -
-.--
..
.
- - -
. . .
.. ... - .. .
-
- -.
.. .
. To promote timely.and effective
-
~.
administration, corresp~dence.(ex-
invoices) , ,submitted,under this contact shall be subjecc to t-&:
, 4 01
procedures:
- ..
a. Technical Correspondence - Technical correspondence (as used h
this term excludes correspondence which proposes or otherwise in
waivers, deviations or modifications to the requirements, te
conditions of this contract) shall be addressed to the PO/GTL w
informational copy of the basic correspondence to the Contr
Officer.
b. Other Corres~ondence- All other correspondence shall be addres

the ~ o n t & ~ e i nOfficer,
~ in duplicate, with an informational c
the basic coxrespondence to the PO/GTL.
.- - . . *
- c. Subiect Lines - All correspondence shall contain a subject
commencing with the contract number and assigning consecutive r
(serid'Y0fPLimt5er~to permit accountability), as illustrated bell
. .. -- EXAMPLE: - - ~ - , Contract No.: 500-96=XXXX

Sequence # - XX (YEAR) - XXXX ., --c
Subject - Request for Subcontract Conse

SECTION H -- SPECIAL CONTRACT REQUIREMENTS
- -
H . 1 352.270-5 KEY PERSONNEL
(APR 1984) .
The personnel speci.fied in this contract are considered to be essentj sl to
the work being performed hereunder. Prior to diverting any o the
specified individuals to other programs, the Contracror shall notif yi the
Contracting Officer reasonably in advance and shall submit justific 3tion
(including proposed substitutiorts) in sufficient detail to F ermit
evaluation of the impact on the pFogram. No diversion shall be me by ..
-t<e;~~~ontractorwithout +Be. written --consent of the Contracting Off icer;
- - provided, that t h e Confiacting Officer y y rat ify in writieg ..Su.C,h
diversion and such ratification shall constitutk -?hi co?-%ent o - the
-*- ..
Contracting' 0fficer"r~~quireaby the clause. The contract may be T n
from time to time during the course of the contract to either a
delete personnel, as appropriate. (End of -dlausei
All proposed substitutions shall be submitted, in writing, tl the

Contracting Officer at least 30 days prior to the proposed substit~tion.
Each request shail provide a detailed explanation of the circum: tance
necessitating the proposed substitution, a complete resume and any other
information required by HCFA. All proposed substitutions shall have
qualifications equal to or greater than the person being replaced; . - --&-
;"'
NOTE: ~dditi0G-l "Special Requirements" for key personnel . m;
- this contract. -
incorporated into individual Task Orders issued under the IDIQ port:
..<s.**.. -.. .-.&.

H.2 3 5 2 . 2 2 4 - 7 0 CONFIDENTIALITY OF INFORMATION (APR 1984)
-- -. . -----
a. ~onfident'ial in.formation, as used in this c.lwse, -.
(1) information or data of a personal nature about an individ~z
(2) proprietary information or data submitted by or pertaininq
institution or organization.
b. Ih addition to the types of confidential information described in a.

.- (1) a n d (2) above, inforrnatlan whlch mlghk requlre speclal conslde .ation
wlth regard to' the tlrnlng of ~ t s dlsclosure may derlm2 from stud aY-Ur x-
research, durlng whlch publlc dlsclosure of prellmlnary lnval dated

flndlngs could create erroneous conclusions whlch mlght threaten lublic
health or safety I£ acted upon.
c. The Contracting Offlcer and the Contractor may, by mutual co sent,

ldentify elsewhere in fhis contract specific information and/or cate jories
of information whlch the Government will furnish to the Contractor c r that
.
,. .z- -:- the Contractor is expected to generate which is confidential. Simi .arly,
the Contracting Officer and the Contractor may, by mutual co isent,
identify such ccnfidential information from time to time durir g the
performance of the contract. Failure to agree will be settled pursc 3nt to
, ' the "Disputes" clause.
d. If it is established elsewhere In this concract that informatior to be

utilized under this contracr,
. - or a portlon thereof, is suljjecrr o the
p r i v a c y A c t , t h e C o n t r a c t o r w i l l f o l l o w t h e r u l e s a n d F;ocedu!es of
d i s c l o s u r e s e t f o r t h i n t h e P r i v a c y A c t o f 1 9 7 4 , 5 G.S.C. 5 5 2 7I , a n d
implementing r e g u l a t i o n s and p o l i c i e s , w i t h r e s p e c t t o s y s t e m s of r e c o r d s
- determined t o be s u b j e c t - t o t h e PrivacyAct.
e. C o n f i d e n t i a l i n f o r m a t i o n , a s d e f i n e d i n a . (11 a n d ( 2 ) a b o v e , t h a t i s
'1
. . -
---
.
-
- - -
.
-
-
..
--
.
i n f o r m a t i o n o r d a t a of a p e r s o n a l n a t u r e about an individuall, o r
p r o p r i e t a r y information o r d a t a submitted by o r p e r t a i n i n g
i n s t i t u t i o n o r organization, s h a l l not be disclosed without t h e p r i o r
written consent of t h e individual, i n s t i t u t i o n , o r organization.
f.
h
a
W r i t t e n a d v a n c e ' n o t i c e o f a t l e a s t 45 d a y s w i l l b e - . p r o v i d e d l o t h e
s t u d i e - s br r e s e a r c h ! whF& h a v e t h e p o s s i b i l i t y o f a d v e r s e e f f e c t s bn t h e - . .
an
C b f l r a c t i - n g - O f f i c e r o f t h e C o n t r a c _ t o r l s i n t e n t t o r e l e a s e f i n d i r i g s o f --
- . .- .-
p u b l i c o r t h e - - F e d e r a l a g e n c y , a s d e s - c r r b e d r n -br above-. -TI? ~ e . ''
C o n t r a c t i n g Of f - i e e r - d o e s n o t p o s e a n y o b j e c t i o n s i n w r i t i n g w f s h i n - & f i e 45-
-
---
-
..
..
d a y p e r i o d , t h e C o n t r a c t o r may p r o c e e d w i t h d i s c l o s u r e . ~ i s a g r e e m e n t sn o t
r k s o l v e d b y t h e C o n t r a c t o r a n d t h e C o n t r ~ a c t i n gO f f i c e r w i l l b e s k t t i e d -. .-
pursuant t o , t h e "Disputes" c l a u s e .
g. Whenever t h e C o n t r a c t o r i s u n c e r t a i n w i t h r e g a r d t o t h e b r o p e r
h a n d l i n g of m a t e r i a l under t h e c o n t r a c t , o r i f t h e m a t e r i a l i n questFon i s
s u b j e c t t o t h e P r i v a c y Act o r i s c o n f i d e n t i a l i n f o r m a t i o n s u b j e c t t o t h e
provisions of t h i s clause, t h e Contractor should obtain a wiitten
determination from t h e C o n t r a c t i n g O f f i c e r p r i o r t o any r e l e a s e , . .. ._ .-
d i s c l o s u r e , $i;igsemination, o r p u b l i c a t i o n .
..
x3,
h. Contracting Officer determinations w i l l r e f l e c t the r e s u l t s of
_ i n t e r n a l c o o r d i n a t i o n w i t h - a p p r o p r i a t e program and l e g a l o f f i c i a l s .
i. The p r o v i s i o n s , , o f p a r a g r a p h e . o f t h i s c l a u s e s h a l l n o t a p p l y when t h e I
informati?Gndi5-sub'ject t o conflicting o r overlapping provisions i n other;
Federal, S t a t e o r l o c a l laws.
H . 3 CONDITIONS FOR PERFORMANCE
I n a d d i t i o n - - t o t h e performance r e q u i r e m e n t s of t h i s c o n t r a c t a s set1 f o r t h
u n d e r S e c t i o n C, DESCRIPTION/SPECIFICATIONS/WORK STATEMENT, t h e C o n t ; r a c t o r
~
-- d-- .. .... - may b e - r e q u i . r e d t p - . c o m p l y w i t h t h e r g q u i r e m e n t s o.f a n y r e v r s i o n s i n
l e f i s l a t f o n o r - ~ e g u l a t i o n swhych may b e 6 n - i c t e d o r i m p l e m e n t e d ... d b r & . - ~ h e .,
p e r i o d of performance of t h i s c o n t r a c t , and a r e d i r e c t l y a p p l i c a b l e t o t h e
p e r f o r m a n c e r e q. --u i r e m
- e ' -n t s. -. o.-f . t .h
.
is contract.
H.4 YEAR 2000 WARRANTY--NON COMMERCIAL SUPPLY ITEMS I

I -
The c o n t r a c t o r w a r r a n t s t h a t e a c h h a r d w a r e , s o f t w a r e , a n d f i r m w a r e p r o d u c t
.. ...r..:. - c r e a t e d --or m o d i f i e d s p e c i f i - c a l l y f o r HCFA a n d d e l i v e r e d u n d e & t h i s
c o n t r a c t s h a l l b e a b l e t o a c c u r a t e 1 y p r o c e s s d a t e : t i m e dat-g, ( i n c l l u d l n g ,
b u t n o t l i m i t e d t o , c a l c u l a t i n g , comparing, and s e q u e n c i n g ) between t h e
y e a r s 1999 a n d 2000 and c o n ~ i n u i n g I n t o t h e t w e n t y - f i r s t c eI ! n t u r y ,
.. including l e a p ,year calculations t o t h e extent t h a t other information
t e c h n o l o g y , u s e d i n c o m b i n a t i o n w i t h t h e information t e c h n o l o g y b e i n g
cacquired, p r o p e r l y exchanges date/tirne d a t a w i t h i t . I f t h e co,ntract
r e q u i r e s t h a t s p e c i f i c l i s t e d p r o d u c t s m u s t p e r f o r m a s a systerr;, i n
a c c o r d a n c e w i t h t h e foregoi-n-g w a r r a n t y , t h e n t h a t w a r r a n t y s h a l l a d p l y t o
t h o s e l i s t e d p r o d u c t s a s a system. The d u r a t i o r . o f t h i s m i l l l e n r i l u r ,
warranty and the remedies available co the Government for breach ,
millennium warranty shall be as defined in, and subject to, the te
limitations of the contractor's standard commercial warranty or war
contained in this contract; provided that notwithstanding any provl
-
1s
tnis
and
~r,ties
ion to .
the contrary in such com!ercial warranty or warranties, the r 7edies
available to the Government under this millennium warranty shall lclude
repair of replacement of any. listed product whose non-compliz ce is
discovered and made known to the contractor in writing at any tim prior
to January 1, 2001. Nothing in this warranty shall be construed t limit
any rights or remedies the Government may otherwise have undc this
contract with respect to defeats other than Year 2000 (mill mium)
. .
performance.
-. .--. .-
-
--
. . . ... -
-
. A
he- Government
. - - . .
ha.s the ritght to request and receive a demonstratior? sf the-

contractor's millennium compliance. The. ~bv@rrn,enemayrequire miT ?nrifim ' '
testinq in' accdrdanW'with HCFA minimum testing requirements"f6r' Ye ;2000 .. -
compliince Definitions and Project and ~ e.s .
. t i n g~uidelines:
H .5 YEAR 2000 WARRANTY --COMMERCIAL SUPPLY ITEMS
The contractor warrants that each hardware, software, and firmware roduct
delivered under this contract shall be able t o accurately rocess
date/time data (including, but not limited to, calculating, compari g, and
sequencing) between the years 1999 and 2000 and continuing il o the . .. - --
twenty-firstVJcaptury, including leap year calculations to the exte t that
other informab$on technology, used in combination with the infc nation
. --
technology being acquired, properly exchanges date/time data with t. If
the contract requires that specific listed products must perfo: I as a
system in accordance with the foregoing warranty, then that warrant shall
apply to.,,-.f,b~s~:Jjsted products as a system. The duration c i this-. . - . .- , =-:
millennium warranty and the remedies available to the Governme1 for
breach of this millennium warranty shall be as defined in, and sub! ct to,
thF terms and.limit'a;ions of the contractor's stmrdard commercial 4:
or warranties contained in this contract, provided that hAmtwiths
any provision to the contrary in such commercial warranry or warr ntles,
the remedies available to the Government under this millennium h rrant y
shall include repair or replacement of any listed product who non-
compliance is discovered and made known to the contractor in wri lng at
any ti.me pri-or to-January 1, 2001. N-othing in this warrantyCs a11 be
construed to limit any righ.Ys or remedl8s the Government m$y-.-ot em-&se -=
have under this contract with respect to defects other than Ye r 2000
(millennium) performance.
. -- - .- - - .
The Government has the right to request andreceive a demonstratiol of the

contractor's millennium compliance.
H.6 -DELIVERABLES/INTERNET -1NTRANET APPLICATIONS

-,-, -
If applicable, all written deliverables will include a ver .on ln

HyperText
-- Mark-Up Language(HTML) formatted according to Heal Care
Financing Adminlstratlon (HCFA) Internet, Intranet, and I tranet
Standards; available online at htto:www.hcfa.uov/about/web/inets~~x.htm.
ractor
A l i websltes, Internet appllcatlons, and content developed by Cor
shall reslde on HCFA servers, follow HCFA Standards and Guldellr s, and
filter through the standard agency Internet Clearance process.
- -
If HCFA agents or Contractor include information which appears on
w w . hcfa.&v or *nni.medicare.aov as part of their websites, they must lint
directly to these sites to ensure the validity and timeliness
information. Duplication 6f content is not permitted.
..
Contractor performing work on projects that include the developmeAt of

Internet, Intranet;-
or Extranet applications, shall schedule and meet with
HCFAfs Web Support Team for guidance before they begin to develop the
project . I
SECTION 1 - CONTRACT CLAUSES 1
1.1 5 2 . 2 5 2 - 2 CLAUSES' INCORPORATED BY REFERENCE. (E'EB 1998)
This contract incoiporates one or more clauses by reference, with rhh same
force and effect as if they were given in full text. Upon reyes;, rhe
Contracting Officer will make their full text available. Also, th& full
text of a clause may be accessed \electronically at this address:
- .
www:; arnet.-gov/far/
DEFINITIONS
GRATUITIES.
COVENANT AGAINST CONTINGENT FEES.
RESTRICTIONS ON SUBCONTRACTOR SALES
TO THE GOVERNMENT.
ANTI-KICKBACK PROCEDURES.
CANCELLATION, RESCISSION, AND RECOVERY
OF FUNDS FOR ILLEGAL OR IMPROPER ACTIVITY.
PRICE OR FEE ADJUSTMENT FOR ILLEGAL OR
IMPROPER ACTIVITY. J& 1997
LIMITATION ON PAYMENTS TO INFLUENCE
C E R T A ~ NFEDERAL TRANSACTIONS.
I
JUN 1997
PRINTING/COPYING DOUBLE-SIDED ON
RECYCLED PAPER.
PROTECTING THE GOVERNMENTS INTEREST WHEN
SUBCONTRACTING WITH CONTRACTDBS DEBARRED,
' SUSPENDED, OR PROPOSED FOR DEBARMENT:' 4~-- I995
AUDIT AND RECORDS - NEGOTIATION. AUG 1996
ORDER OF PRECEDENCE--UNIFORM
CONTRACT FORMAT.
PRICE REDUCTION FOR DEFECTIVE COST OR
PRICING DATA -~.- o ~1997
T
SUBCONTE~KCTOR+ST%% PRICING DATA ...-.-.- ~ ~ ..&. w 7
PENSION ADJUSTMENTS AND ASSET REVERSION DEC 1998
REVERSI.ON OR ADJUSTMENT OF PLANS FOR
P&?? RETIREMENT BENEFITS (PRB) OTHER
THAN PENSIONS O$I T 1997
ALLOWABLE COST AND PAYMENT. ATR 1998
FIXED FEE. M4R 1997
REQUIREMENTS FOR COST AND PRICING DATA
OR INFORMATION OTHER THAN COST AND PRICING
DATA--MODIFICATIONS .
:..a OFT 1997
OPTION TO EXTEND SERVICES. AYG 1989
CONVICT LABOR. I G 1996
EQUAL OPPORTUNITY. APR 1984
AFFIRMATIVE ACTION FOR DISABLED VETERANS
AND VETERANS OF THE VIETNAM ERA. APR 1998
1
AFFIRMATIVE ACTION FOR WORKERS WITH
DISABILITIES JI
EMPLOYMENT REPORTS ON DISABLED VETERANS ANC
VETERANS OF THE VIETNAM ERA. AI
SERVICE CONTRACT ACT OF 1965, AS AMENDED. MI
CLEAN AIR AND WATER. AI
DRUG-FREE WORKPLACE. J1
TOXIC CHEMICAL RELEASE REPORTING. O(
PRIVACY ACT NOTIFICATION. AI
PRIVACY ACT. ., A1
RESTRICTIONS ON CERTAIN FOREIGN PURCHASES. O(
RIGHTS IN DATA - GENERAL. JI
RIG^ IN DATA-: SPECIAL WORKS JI
LIMITATION ON WITHHOLDING OF -PAYMLNTS. Al
PNTEREST . -
a.
-- - - Jl
LIMITATION OF COST. Al
ASSIGNMENT OF CLAIMS.. JI
PROMPT PAYMENT Jl
(INSERT: "30TH DAY" IN SECTION ( b )(1)
MANDATORY INFORMATION FOR ELECTRONIC FUNDS
TRANSFER PAYMENT. Al
DISPUTES. (OCT 1995) -- ALTERNATE I Dl
PROTEST AFTER AWARD. Al
PROTEST AFTER AWARD. (AUG 1996)
-- ALTERNATE I Jl
CONTINUITY OF SERVICES. Ji
PRIVACY OR SECURITY SAFEGUARDS. Al
NOTICE-OF INTENT TO DISALLOW COSTS. A
PENALTIES FOR UNALLOWABLE COSTS. 01
CERTIFICATION OF FINAL INDIRECT COSTS. Ji
BANKRUPTCY. J
CHANGES - COST-REIMBURSEMENT.--(AUG 1987)
-- ALTERNATE I 2
-
. A
NOTIFICATION OF CHANGES A
(INSERT "5" CALENDAR DAYS IN SECTION ( b ) )
SUBCONTRACTS (ALT 11) A
COMPETITION IN SUBCONTRACTING. (ALT 11) A
GOVERNMENT PROPERTY (COST-REIMBURSEMENT, - -
TIME-ANDWTERIAL, O R LABOR-HOUR
CONTRACTS) . J
GOVERNMENT PROPERTY FURNISHED "AS IS." A
LIMITATIONOF LIABILITY--SERVICES. F
VALUE ENGINEERING. M
TERMINATION (COST-REIMBURSEMENT). S
EXCUSABLE DELAYS. F
COMPUTER GENERATED FORMS. J
..:-. -
I.2 DEPARTMENT HEALTH AND HUMAN SERVICES ACQUISITION REGW TIONS

(HHSAR)
DEFINITIONS P
DEFINITIONS ( A P ,1984
~ ) . -ALTERNATE I P
I
352.228-7 INSURANCE - LIABILITY TO T H I R D PERSONS. DEC 1991
352.232-9 WITHHOLDING OF CONTRACT PAYMENTS
I
APR 1984
I
352.233-70 L I T ~ G A T I O N AND CLAIMS
- APR 1984 -
352.242-71 FINAL DECISIONS ON AUDIT FINDINGS APk 1981
352.270-6 - PUBLICATION AND PUBLICITY
I
JUL 1991
I
352.270-7 PAPERWORK REDUCTION ACT APR 1984
I.3 52.217-9 OPTION TO EXTEND THE'VPERM OF THE CONTRACT. (MAR 1989)

- . - I .
- - - . , - a : ' ~ h e - ~ o ~ e r G e n tmay e e n d t h e t e f m o f t h i s c o n t r a c t by w r i t t e n n o t l c e --
-
t o t h e C o n t r a c t p r . w i t h i n 30 days o f i t s - e x p i r a t i o n ; : p o v i d e d , - tdt. Qe --.-
-..
;
G-overnment . s h a l l . . g i y e _ - t h e C o n t r a c t o r a p r e l i m i n a r y w r i t t e n a o t - i c e . _ & i t s
i c t e n t t o e x t e n d a t l e a s t 60 days b e f o r e t h e c o n t r a c t e x p i r e s . he ..
p r e l i m i n a r y n o t i c e d o e s n o t commit t h e Government t o a n e x t e n s i o n .
b . I f t h e Government e x e r c i s e s t h i s o p t i o n , t h e e x t e n d e d c o n t r a c t s h L l l b e
considered t o include t h i s option provision.
c . The t o t a l d u r a t i o n o f t h i s c o n t r a c t , i n c l u d i n g t h e e x e r c i s e o f any
o p t i o n s u n d e r t h i s c l a u s e , s h a l l n o t e x c e e d 60 Months. I
.- --
I . 4 52.222-2 "WNT
a . The u s e o f o v e r t i m e ; * -;-"
premium d o e s n o t e x c e e c ,
' <
FOR OVERTIME PREMIUMS. (JUL 1990)
J v e r t i m e premium i s p a i d f o r work -
I
. z e d u n d e r t h i s c o n t r a c t i f t h e o v e r t l ,m e- -
.'+,--. *. /
I .. .. . . .. . . --__1
1. N e c e s s a r y t o c o p e w i t h e m e r g e n c i e s s u c h a s t h o s e r e s u l t i n g f r o m
. .
a c c i d e n t s , n a t u r a l d i s a s t e r s , breakdowns o f p r o d u c t i o n
. -- occasional production bottlenecks of a spura&c nature;
.. .,.-
2 . By i n d i r e c t - l a b o r e m p l o y e e s s u c h a s t h o s e p e r , f o r m i n g d u t i e s i n
connection , with administration, protection, tran~~ortktion,
maint&ance, s t a n d b y p l a n t p r o t e c t i o n , o p e r a t i o n of u t i l i t i f s , o r
- accounting;
.- - . . . .- . - --
.~ ~-. 1
3 . -To p e r f o r m t e s t s , i g d u s t r i a l p ? & e s s e s , laboratory-,praceduzes, .-.
I
l o a d i n g o r - u n l o a d i n g o f t r s n s p o r t a t i o n c o n v e y a n c e s , and o p e r a t i o n s
i n f l i g h t o r a f l o a t . t h a t a r e continuous i n n a t u r e and kannot
r e a s o n a b l y b e ' i < t e ? r u p t e d o r completed o t h e r w i s e ; o r
4. T h a t w i l l r e s u l t i n l o w e r o v e r a l l c o s t s t o t h e Government.
..
b . Any r e q u e s t f o r e s t i m a t e d o v e r t i m e premiums t h a t e x c e e d s t h e amount
..,.r,.-.-- s p e c i f i e d a b o v e s h a l l i n c l u d e a l l e s t i m a t e d o v e r t i m e f o r c oI n t r a c t
completion and s h a l l -
1. I d e n t i f y t h e work u n i t ; e . g . , d e p a r t m e n r o r s e c t i o n i n whiLh t h e
r e q u e s t e d o v e r t i m e w i l l be used, t o g e t h e r with p r e s e n t workload,
s t a f f i n g , a n d o t h e r d a t a ?f t h e a f f e c t e d u n i t s u f f i c i e n t t o p e r m i t t h e
Contractinq Officer t o evaluare t h e necessity f o r t h e overtime
2. D e m o n s t r a t e t h e e f f e c t t h a c d e n l a l o f t h e r e q u e s t w i l l have bn t h e
c o n t r a c t d e l i v e r y o r performance s c h e a u l e ;
- ./ I
3 . I d e n t i f y t h e e x t e n t t o whlch a p p r o v a l o f o v e r t i m e would a f f e t t h e
p e r f o r m a n c e o r p a y m e n t s i n c o n n e c t i o c w i t h o t h e r Government c o n t 3 c t s .
t o g e t h e r w i t h i d e n t i f s c a t i o r ! o f e a c h a f f e c t e d contract; a n d
4 . P r o v i d e r e a s o n s why t h e r e q u i r e d work c a n n o t b e p e r f o r m e d by
m u l t i s h i f t o p e r a t i o n s o r by employing a d d i t i o n a l p e r s o n n e l .
I. 6 52.244-6 SUBCONTRACTS FOR COMMERCIAL ITEMS AND COME

COMPONENTS. (APR 1998)
*
a, -.-
.
-Definitions.
- . - -.-. -.
,
" C o m m e r c i a l item,." a s u s e d i n t h i s c l a u s e , h a s t h e n a a n i n g c a n t &

t h e c l a u s e - a t 52.202-1, D e f i n i t i o n s . - .-.= -.
" s u b c o n t r a c t , " , a s used i n t h i s c l a u s e , i n c l u d e s a t r a n s f e r of corn r c i a l

i t e m s between d i v i s i o n s , s u b s i d i a r i e s , o r a f f i l i a t e s o f t h e C o n t r a c D r o r
s u b c o n t r a c t o r a t any t i e r .
b . To t h e maximum e x t e n t p r a c t i c a b l e , t h e C o n t r a c t o r s h a l l i n c o r ~r a t e ,
and r e q u i r e i t s subcontractors a t a l l tiers t o incorporate, corn rcial
i t e m s o r n o n d e v e l o p m e n t a l i t e m s a s c o m p o n e n t s o f items t o be s u plied
under this. c o n t r a c t .
c . ~ o t w i t h s t , " & ? ~ g a n y o t h e r c l a u s e o f t h i s c o n t r a c t , t h e C o n t r a c 3r i s
n o t r e q u i r e d t o - i n c l u d e a n y FAR p r o v i s i o n o r c l a u s e , o t h e r t h a n t h o s e .
l i s t e d b e l o w t o t h e e x t e n t f h e y a r e a p p l i c a b l e a n d a s may b e r e q u i e d t o
e s t a b l i s h t h e reasonableness of p r i c e s under P a r t 15, i n a subcontr c t a t
any t i e r f o r commercial i t e m s o r commercial components:
'Ce.**- 4 /'+ -.
1. 52.222-26, E q u a l O p p o r t u n i t y (E.O. 1 1 2 4 6 ) ;
2 . 52.222-35, A f f i r m a t i v e A c t i o n f o r D i s a b l e d V e t e r a n s 61fl v e t ~ ;
t h e V i e t n a m E r a ( 3 8 U.S.C. 4 2 1 2 ( a ) ) ;
3. 52.222-36, A f f i r m a t i v e A c t i o n f o r Handicapped Workers (29

793); and
- - . ... I / _
4. 51.247-W., P r e f e r e n c e -?or ~ r i v a t e ' i ?Owned U . S . - E l a g g e d .Cc& L&al - -s:
Vessels ( 4 6 .U.S.C. 12411 ( f l o w down n o t r e q u i r e d f o r s u b c o r r a c t s
a w a r d e d b e g i--.
n n i n g. May..
-
1 , ..1996)
- .
d . The Contractor s h a l l include t h e terms of t h i s clause, includir this
p a r a g r a p h ( d ) , i n s u b c o n t r a c t s awarded under t h i s c o n t r a c t .
I.7 52.2-16-18 Ordering. (OCT 1995)

..+- -
a . Any s u p p l i e s a n d s e r v i c e s t o b e f u r n i s h e d u n d e r t h i s c o n t r a c t si 11 b e
o r d e r e d b y i s s u a n c e o f d e l i v e r y , . o r d e r s o r t a s k o r d e r s by t h e i n d i ~d u a l s
o r a c t i v i t i e s d e s i g n a t e d i n t h e S c h e d u l e . S u c h o r d e r s may b e i s s u c from
&te of award t h r o u g h 24 months t h e r e a f t e r .
b. A l l d e l i v e r y o r d e r s o r - c a s k o r d e r s a r e s u b j e c t t o t h e t e r ; and
c o n d i t i o n s o f t h i s c o n t r a c t . I n t h e e v e n t o f c o n f l i c t b e t w e e n a dc i v e r y
o r d e r o r t a s k o r d e r and t h i s c o n t r a c t , t h e c o n t r a c t s h a l l c o n ~ r o l .
- --
c. If mailed, a delivery order or task order is considered "issued'! when
the Government deposits- the order in the mail. Orders may be Assued
orally, by facsimile, or by electronic commerce methods only if.authdrized
in the Schedule.
I .8 52.216-19 Order Limitations. (OCT 1995)
a. Minimum order. When the Government requires supplies or ser;vlces I .

I
covered by this contract in an a m o h t of less than 25,000, the Goveanment
'
i s not obligated to purchase, nor *s the Contractor obliga.ted to ful!
-those -supplies or s e r v i w under thecontract.
---r.. s h- ---l.
- ..
... . -
b, ~ a x i m u morder.: The-Contractor is no-t obligated to honor
.. - .- -..- . .
=+--
... -
.- :-I. ...p.
,
.
-- . .
...
.-.
" 1. Any order for a single item in excess of 2 -million;
2. Any order for a combination of items in excess of 2 million; or
3. A series of orders from the same ordering office within 30 dayd that
together call for quantities exceeding the limitation in subpardgraph
(b)(1) or (2) of this section.
i .. .. . - :--
C. If this .i a requirements contract (i.e., includes the Requirements

)
clause at sub-tion 52.216-21 of the Federal Acquisition ~egudation
-. -
(FAR)), the Government is not required to order a part of anfr one..
.- - requirement from the Contractor if-that requirement exceeds the maximum- . -
-. order limitations in paragraph (b) of this section.
I--- --... .. . . - ... .
d. ~ o t w i t h s t a n d i n $ $ a r a g r a p h s (b) and (c) of this section, the Contdactor
. .
shall honor any order exceeding the maximum order limitations in parAgraph
. .. (b)7 unless that order (or orders) is. returned-&+ the ordering dffice
within 5 days after ijsuance, with written notice stating the'~ont~~dtb.f~
intent not to ship the item (or items) called for and the reasons.1 Upon
receiving this notice, the Government may acquire the supplies or services
from another-source.
-.
. . ... .. - . .
I . 9 -52.216-22 I n d e f i n i t e Quan-City. i0~~=-'%995) - -1 a-..
a. This is an indefinite~quantitycontract for the

specified, and -effective for '-the period stated,
quantities of supplies and services specified
estimates only and are not purchased by this contract. ,
b. Delivery or performance shall be made only as

issued in accordance with the Orderlng clause.
furnish to the Government, when and if ordered, the supplies_gr sezvlces
specified in the Schedule up to and including the quantity designaded in
the Schedule as the "maximum." The Government shall order at leadt the
quantity of supplies or services designated in the Schedule aL the
"minimum."
c. Except _for any limitations on quantities in the Order ~imitadions
clause or in the Schedule, there is no limit on the number of crders tnat
may be issued. The Government may issue orders requiring delivery to
multiple destinations orpe?formance.at multiple locations. ..
d. Any order issued during the effective period of this contract and not
completed within th-at period shall be completed by the Contractor within
f
the time specified in the order. The contract shall govern the Contraytors
and Governments rights and obligations with respect to that order to the
same extent as if the order were completed during the contracts effe&tive
period; provided, that the Contractor shall not be required to makk any
deliveries
- - under this contract after 12 months from c o n t r a c t e x p i r a t i o n .
- ...
. - - - - - . *
'I. 10-52. ~ ~ ~ - ~ ~ . . . L I M I T A TON

ION
SUBCONTRACTF.
S- (DEG 1996)
--.- 1
= z i + ..-# -
- :r .
.,. - .-.- I
.* = , .. ---
.
..
--
a.- This clahse does not apply to the unrestricted portion of a partlal
set-aside. .. . -. -
b. By submission of an offer and execution of a contract, the

Offeror/Contractor agrees that in performance of the contract in the case
of a contract for -
1. Services (except construction). At least 50 percent of the cost of

contract performance incurred for personnel shall be expended for
employees of the concern.
,%'- , .
2. Supplies (other than procurement from a nonmanuf acturer of such -
- supplies). The concern %hall perform work for at least 50 percept o f . - .
the cost of manufacturing the supplies, not including the cost of
3. General construction. The concern wlll perform at least 15 pe!cent

-ofthe cost of the contract, not lncludlng the.-mt of
~ t s
own employees.- ..*
I
4. Construction by speclal trade contractors. The concern wlll pe,rform
at least--25 percent of the cost of the contract, not lncludlng the
1.11
c2st of materlals, wlth ~ t s
- .. .-
own employees.
&
- 2
--:
>
52.219-17 SECTION 8 (A) AWARD .- (DEC 1996)

.- -= I
-a. a- -
a. By execution- of a conifact, the Small Buslness Admlnlstratlon (SBA)
agrees to the following:
1. To furnish the
according to the specifications
2. Except for novation agre6ments and advance payments, delegades to

the Health Care Financing Administration the responsibilit4 for
administering the contract with complete authoriry to take any action
on behalf of the Governmenr under the terms and conditions of the
contract; provided, however that the contracting agency shhll give
advance notice to the 3aA before it issues a final notice terminating
t h e r i g h t o f t h e s u b c o n t r a c t o r t o proceed with f u r t h e r p e r f o nce,
e i t h e r i n whole o r i n p a r t , under t h e c o n t r a c t .
3 . T h a t p a y m e n t s t o h e . - m a d e u n d e r t h e c o n t r a c t w i l l b e made d ctly
t o t h e subcontractor by t h e contracting activity.
4. To n o t i f y - t h e H e a l t h C a r e ~ i n a n c i n gA d m i n i s t r a t i o n Con: :tin9
O f f i c e r i m m e d i a t e l y upon n o t i f i c a t i o n by t h e s u b c o n t r a c t o r t the
owner o r o w n e r s upon whom 8 ( a ) e l i g i b i l i t y was b a s e d F 1 to
r e l i n q u i s h ownership o r c o n t r o l of t h e concern.
.
-
i '<.
. . -
__
...
..
..
.
.
----
..
-
.
.
.. . .
-
-
b.
OF
... ...
5 . T h a t t h e s u b c o n t r a c t o r awarded a s u b c o n t r a c t h e r e u n d e r s h a
- -- - t h e r > g h t o f a p p e a l from d e e i s l o n s o f t h e c o g n i z a n t Cont
-Of' L 'l--c e r u n d e r . t h. e "LKZp.utes" c l a u s e o f t h e s u b c o n t r a c t .
-. - . . - - --
The o f f e r o r / s u b c o ~ t r a c t o ra g r e e s a n d a c k n o w l e d g e s t h a t it-%%l-f,
b e h a l f o f t h e SBA, f u l f i l l a n d p e r f o r m a l l o f t h e r e q u i r e m e n t s
have
: t i n 9 --
. ....--
c and-
i the
--: , -- .-
------
..
.. -. -
contract.
c. The o f f e r o r / s u b c o n t r a c t o r a g r e e s t h a t i t w i l l n o t s u b c o n t r the
p e r f o r m a n c e o f a n y o f t h e r e q u i r e m e n t s o f t h i s s u b c o n t r a c t t o an .ower
t i e r s u b c o n t r a c t o r w i t h o u t t h e p r i o r w r i t t e n a p p r o v a l o f t h e SBA 1 the
c o g n i z a n t C o n t r a c t i n g O f f i c e r o f t h e Health Care Financing
Administration.
SECTION J - LIST OF ATTACHMENTS
(ATTACHMENTS ARE LOCATED -AT- THE END OF THE CONTRACT DOCUMENT)
J-i Automated Cle-aring House (ACH) Form
5-2 Invoicing Instructions

~~
-
5-3 HCFA Year 2 0 0 0 Compliance D~Jinition
- --
- -
...
. . . .
J.4.;:-
.- . .. ..-
.. -
HCFA-Year 2 0 0 0 Compliance Project and Testing ~uidelines
-. - -
--.- -
~-
. . . . - --- ::J
. . . ...-.
-
.
. -: ,
.
ATTACHMENTS
- -- ---
ATTACHMENT J-1 I
Authorization and Payment Information Form for Electronic Funds TransferI
SCCI ~ S I N C I I O N on lhc bock ofrh~sfonn
Pleorc rypc or p r m pbnly
:. NAMEOF PAYEWVENDOR .- -
Cutting Edge Communications, Inc.

3. HCFAEMPLOYEE -Y a X N o TELEPHONE NUMBER Cidude area
codc) ..
(210) 804-0125 hq,
./
(If you are an employee. mfer+rime phone here)
4. ADDRESS (see insrructionr) q.
- I
(sweu, route. Pa Box)
Denise H e r r e r a - W i e t ~ s -. (210) 804-0125 1 ..

. .
I
sit any funds due to the above named payeelvendor into the
8. DATE 8- 10-99
I
--
I
2. NAME OF Ir(NANCUt INSTITUTION
- 3. ROUT[IYCTRANSIT NUMBER
.%'A,.
4. ADDRESS .
In lieu
of completing
slep 1 - 8.. ($code) 1
I
g. ACH COORDINATOR NAME

- .
.<
.
.*
.
../ . . ... ...
..
--- .---=..
6. TELEPHONE NUMBER (include
area code) 1.
...:~.. - -
,
1
--.- C~>+-.. ~ . -..
I
7. DEPOSITOR kccouNTNUMBER I
. -
8. TYPE OF ACCOUNT (check one) CHECKING

.-- . I SAVINGS
- - -
Pluse enter account information carefully. Ilyou are uncertain how your account number should be entered, please verify inforkation with your financial
Institution. Comoletrd hiormation should be returned tn:
-. -
Health Care Financinn Administration. Division of Finbncial Operations,
Attention: Dottie Rebert, PO Box 7520. Bnltirnore,
FAX # 410-786-7259
I
Dale Subm~ued 3. 5.
Qucry V2 Core Yes
FACS Action CRS Update
No . Indicators ~ d r n ~ ~ e t e- d
Q u n y V 2 Name Yes
NoQucry V4 Bank Yes 00 Add Modify
No
Active Indicator Deactivate Initial
Gco Codes Yes No 01 Add Modify Date
County
- . Gov Deactivate
Dismct Yes No .02 Add Modify
City
ACH Deactivate
Yes No . 03 Add Modify
Prompt Pay. Deactivate ..
,Yes
.-- No -
1099 Business S u f f i .
Yes No C -.
. .--
. Add Modify Initial
Deactivate
Add Modify
Deactivate
.-.t-, .
Instructions for Completion of
Authorization and Payment Information Form
for Electronic Funds Transfer
2*
Please allow
-.-.+. <.@
15 calendar days to process payment information.
Step 1. If you are operatmg as a business or organization that has been assigned an Employer Identification Nu nber (EIN)
for tax reporting purposes, enter your business name exactly as reported on your original Form SS-4 (P ~plication -..
for Employer Identification Number).

- a
.
- - -- - - . . .
-. d
. - ..-
.-
- If you are co*dueting bu+ess as an individucand do not h a v e x EM,~or,if you are-requesting r e i d ueement as -- .-
- an individual, enter your nime (last name, f m t name and middle initial) exactly as reported for incoml tax aud
.. .
social security purposes.. -_ - .-. .- - .- - -.
Step 2. Enter the taxpayer identification number that corresponds with the business or individual name as entel :d in step
1.
If you are entering an Employer Identification Number, check ( 4 ) EIN.

.-.:.-- If you are enter& a Social Security Number, check ( 4 ) SSN. 7 -
. A . . . .
Step 3. If you are employed by HCFA, check ( 4 ) Yes and enter your daytime HCFA telephone number.
If you are not directly employed by HCFA, check ( 4 ) No and proceed to Step 4.
Step 4. If you are employed by HCFA, enter your home mailing address.
If you are not employed by HCFA, entery-our business mailing address.
Step 1. You may attach a copy of a voided check on the front of this form, or, you may complete the requested
I
infoxmation in steps 2 - 8. Please enter account information carefully. Refer to the sample check below for
assistance in completing steps 3 and 7.
I
Step 3. Routine Transit Number (RTN) - The-bank RTN is usually located in the bottom left hand comer of ybur check.
It must be nine digits. In the sample check below the RTN is 250000005 If it does not beghwith 011 through 12
or 21 through 32, the direct deposit will be rejected. For an account that is payable through a financial institution
other than the one at which jlour account is located, check with your irnancial institution for the coneit RTN.
Step 7. Deaositor Account Number (DAN) - The DAN is usually located in the bottom center of the check. p e DAN can
be up to 17 characters (both numbers and letters). In the sample check below the DAN is 1234567899. Include
hyphens, but omit spaces and special symbols. Enkr the number from left to right and leave any unded boxes
. -
m-.
- -
. .
--_..
- - _.~ ~
~
. .-
~.
.
--
- - .
.
-.
NOTE: The RTN and the DAN may - . .I . . ...

appear in different places on yobcheek." r -..&..
Check with your financial institution if

you are unsure how to enter banking
information.
Changes in mailing or banking

information should be forwarded
promptly. Submittine comolete and
accurate information will he% kuedite
- your ~avmenL
ATTACHM!
PAGE 1 (
-. - -
INVOICE/FINANCING REQUEST-INSTRUCTIONS (COST REIMBmSEMEX

FIXED PRICED TASK--ORDERS)
General: The Contractor shall submit claims for reimburse
the manner and format described herein.
- -- -
Format: Standard Form 1034, ~GblicVoucher for Purchases and
Service? Other Than Personal; and Standard Form 1035, pub 1ic
Voucher for Purchases and Services Other Than
Personal--Continuation Sheet, or reproduced -copyes of sud
marked ORIGINAL shourd be used to submit claims for
..
.
reirrrbursement
Number of Copies: As indicated in the Invoice
Submission/Contract Financing Request clause in the contr,
Frequency: Invoices/financing requests submitted in acco
with the payment clause shall be submitted monthly unless
otherwise authorized by the Contracting Officer.
,:'
cost 1ncurrenc8~eriod: Costs incurred must be within th
- contract performance perLod or covered by precontract cos
provisions.
Billing of 'ro"s'ts fhcurred: If billed costs include: (1) dosts b.f . .. . . .
a prior billing period, but not previously billed, or (2) costs

- incurred during the contract period and claimed after the
contract period has expired, the amount and month(sjWin w
such costs were incurred shall be cited.
-
Contractor's Fiscal Year: Invoices/financing requests shall be - .
-
- -- - --
prepared in such a manner that costs claimed can be identified
with the Contractor's fisc& year. - =, .,. - - . I
_aIp-- _.
. ...-
Currency: All HCFA contracts are expressed in United Stades . -

dollars. Where-expenditures are made in a currency other 1 than
United States dollars, billings on the contract shall be
expressed, and reimbursement by the United States Government
shall be made, in that other currency at amounts coinciden t with
..actual costs incurred. Currency fluctuations may not be a basis
'- of gain or-loss to the Contractor. Notwithstanding the above ,
the total of all invoices paid under this contract may not exceed
the United States dollars authorized.
Costs Requiring Prior Approval: Costs requiring the Cont
Officer's approval which are not set forth in an advance
understanding in the contract shall be so identified.
Invoice/Financing Request Identification: Each invoiceif
request shall be iagntified as either:
for the major cost elements, adjustment and adjusted.amounts f o r
the period.
I
-
( j ) Cumulative Amount-from Inception to Date of this.Billing: -
Insert the cumulative amounts billed for the major cost edements
.
and adjusted amounts claimed. during
.
this contract.
(k) Direct costs: Insert the major cost elements. For 4ach
I
. -
element, consider the application of the paragraph entitled Costs
Requiring Prior Approval on page 1 of these instructions. ~
. - Labor: This consi& of salaries a n d wages paid (or-
.
.
-~.
-__ ..--
-...- .. . .-
accrue,d for dire.ct-performanceof the contract.
./ * ,..p .-
. .
.>I - .-.
, : " . .,. - < . ._ r-. . .
.-=.-
(2) - Fringe Benefits: This represents fringe benefits applicable
to direct labor and billed as a direc-t cost. Fringe benedits - . .-
included in indirect costs should not be identified here.
( 3) Nonexpendable Equipment: This category of cost inclides
permanent research equipment and general purpose equipment having
a unit acquisition cost of $1,000 or more and having an expected
service life of more than two years. Prepare and attach Form
HHS-565 in accordance with the following instructions: _ --
- --a
*%".
List each item Eor which reimbursement is requested. A reference
- shall be made to the following (as applicable):
(A) The i$-e.,nymkerfor the specific piece of equipment listed
in the Property Schedule; I
(B) -?he contkcting Officer s Authorizati6ii-lettey pnd dIpbVr,

if the equipment is not covered by the Property Schedule, or;
(C) Be preceded by an asterisk (*) if the equipment is b h o w the

approval level.
-. -
i.,.?i , . . . . .. . .
Further itemization of invbices/firi$~cingrequests shall be-..

.required for items having specific limitations set forth in the
hnly .-
contract. .-- . .- . -. ~-. . .. 7
(4) Materials and Supplies: This category includes equi/xnent

with unit costs of less than $500 or an expected service nife of
two years or less, and consumable material and supplies
-
...-..regardlessof amount.
(5) Premium Pay: This is remuneration in excess oT4the-basic
hourly rate.
(6): Consultant Fee: Fees paid to consultants. identify(
consultant by name or category as set forth in the contract's
well as the effort ( i e , numbkr of
advance understanding ,....as . .
hours, days, etc.) and rate being billed. I
(7) Travel: ~om&&&~ travel is travel within the united States,
its territories, possessions and Canada for Contractgrs cated
there; otherwise it is the Contractor's own country. It hould
be billed separately from foreign travel.
(8) Subcontract Costs: List subcontractor(s) by name a amount
billed.
(9) Other: List all other direct costs in total unless
exceeding $1,000 in amount. If over $1,000, list cost e
and dollar amount separately. * If the contract contains
-restrictions on any cost element, that cost element shou
- .-.
-
-- - -- listed separately. *
- - --
(1) Cost of Money-(COM): Cite the COM factor -&idbase
during the time the cost was incurred and for which reim
is claimed.
(m) Indirect Costs--Overhead: Cite the formula (rate a . base)
in effect during the time the cost was incurred and for , .ich
reimbursement is claimed. If special rate is being used e.9- 1
of f-site, then so specify.

(n) Fixed-Fep: If the contract provides for a fixed-fe
must be claimede5asprovided for by the contract. Cite t
formula or method of computation.
- - - .
(0) Total Amounts Claimed: Insert the total amounts cl .med for
the current-and.cumulative periods. -. . .
-. . . . . - ..
. (p) -Adjustments:. This includes amounts c.o.nceded by the
Contractor, outstanding suspensions and disapprovals sub
appea1.
(q) Grand Tatals
At t ache1 t 5-3
HCFA Year 2000 Compliance Definition

Basic Definition:
--
Yea~.2000 compliant means inf6rniation techr.clogy that accurately processes datehime d ta
(including, but not limited to, calculating, comparing, and sequencing) from, into, and betv !en the
nineteenth, twentieth and twenty-first centuries, and the years 1999 and 2000 and leap ye r
, calculations. Furthermore. Year 2000 compliant information technology, when used in co Ibination
with other information technology, shall accurately process datehime data if the other info nation
.: . technology properly exchanges datehime data with it. [adapted horn: FAR 39.002 DefinSniti nsl
, Scope of Definition: -.
...
-AILHCFA jntemal systems, external systems;a_nd interfaces need to be Yeat 2000 compli nt. This .
.
. . . . -
---
. ..
- - . 1 includes the following business-Gmponents: .
.. -
'
-- .
Applications including crossbusiness appl/catioris, all extemalmierfac&. -.. ,- ...
-.
.. . <
=
; - .- .-
*. Databases
. . .
, .-
--
- .
*' Computer Infrastructure - including hardwarti, cystern software, telecommunications, nd date - -. -

dependent funCtions such as passwords, ~ccounts,and software licenses.
Non-IT Systems - including physical plant security, card entry systems, elevator syste
onvironmental control systems
Other - Manual processes, end-user computing and forms ?party -!I tools, COTS
Year 2000 Com~lianceHiah Level Requirements:
General Integrity No value of current date will cause interruptions in normal opec .ions . .. - .--
Date lntegnly All manipulations of calendar-relateddata (dates, durations, days of wf !k, -- -..a
birthdates, e t c M l l produce desired results for all valid date values within the applicati n domain
ExNicit century Date elements in interfaces and data storage permit specifying centu f to .
eliminate date ambiguity
-
Implicit century For any -date element represented without century, the corred centuh is
u n a m b i g w h f aUmanipulations involving that element.
Inten%& I n t e r n . Year 2000 compliant systems, W e n used in combination with othel Year
. .. . . - ..
- .. -2000 compliant systems, shall accurately brocess datehime dgcexchanged betweer1 l hle two
.. .
systems. - .. .- .- - .
Specific Year 2000 Com~lianceRequirements:
Generat lntegnty
, - . Access to archived data is not impaired by any century issues. -.
- System cprrectly.transitions from 31 December 1999 to 1 January 2000 and fren last
-
,- busines+omputing day 01'11999 to the fit% businesscomputing day of .-2000.
The Year 2000 is correctly treated as a leap year by the operating system and all
. .-.-- . --
. applicat-ions (e.gcrecognizes 2/29/00 as the leap year. and that 2000 has 36[ days). . -
- ' lntemal QA routines are n0i lmpaired by and directly support century issues
' - The use of pseudo dates (such as 9999/99/99. 9999/12/31, and 99/09/09) within ate fields
does not impair CaTect functional processing.
When using windowing, ensure that the same window is used throughout the
HCFA Year 2000 Compliance
Project and Testing Guidelines
PURPOSE
The testing effort for HCFA internal systems, external systems, and interfaces will deml
-
adherence to the HCFA Year 2000 Compliance Definition document and ensure that s)
- -
- - -
-
hnctionality
. -
- -
--
has not changed.
- -
-LEVELSOF TESTING-
- . .
- --
- ---
-
- --
e
- -.:. .
As a minimum, Year 2000 testing will include the following levels of testing. All testin,
verify Year XU0 software rnodificatims and existing funciionality.
UNIT = verifies the logic, computations, hnctionality and error hand!ing ' a unit;
includes desk checking (visual inspection) of all lines of code, and code
walkthrou$hs of all Year 2000 rrodifications.
KNTEGRAIION = qrifies the internal integrity of a collection of logically related u

.,?
(module); ve&. the module's external interfaces with other modules, data file
- input and output. -
SYSTEM = ,., - ver* the hll beginnrng to end capabilities of the system; verifi
system is f h c t i o d l y and operatinnally complete; includes regression te!
- System testi~gmust be performed for conditions, testdata and a system
.. .-
both the 20th and 2 I st centuries.
ACCEPTANCE = - verifies that the system requirements are satisfied, and that the sy :m is
h~ctionallyand operationally correct from the users' perspective; includes r e p ion .-
e
testing Acceptance resting must he performed@j conditions, test data, and a-s :em date
in both the 20t6and 2 1st centuries .. -
- ..
COMPLIANCE = verifies Y&2iS00 compliant systems in a h l l y Year 2000 cornpl
environment
METRICS
-.
- - measurements will be required to monitor all '
As a minimum, the following statistical
projects ard testing: ..
Progress metrics to-indicate planned vs. actual Test Case Description develop1
Progress metrics to indicate planned vs. actual Executed Test Cases
--- PROJECT PLAN GUIDELINES - YEAR 2000 MODTFICATION
At a minimum. a com~rehensiveProiectPlan should ;-dude the followina sections:
1. Introduction
system overview, applicable documents
2. Scope
.- - - describe magnitude of Year 2000 p r & c tincluding date intensiveness
a - - - - , iden* major system components
discuss data exchange considerations
--
- -- --
explain any exceptionid processing issues __ __
3. Custotner Contact information
HCFA owner, user (internal systems)
colltrar t3r, rnaintainer (external systems)
4. Year 2000 Approach

Methods: expansion, windowing, encoding
Data Access: bternal storage, external display (screens and reports)
Processes: s o h g
Data Exchange Agreementsxiefinition of data exchanges, bridges, and list of
Explain prioritization of components: e.g., critical vs non-critical, processing :
batch/&- --. -.;
5. Dcliverables . - ---- -
. .Y
software, conversions, documentation, training
6. Development-Considerations
assumptions, dependencies, restrictions, system development risk areas,
--majordevelopment
..., activities .* . ~~--.--.-
-- -.
-
.._ .- - -.
,
7. W o r k Breakdown_Structure
- - - -
task list
8. Schedule
due dates for deliverables and milestones
. ,..;.>. .' -.
At a hnimum, five phases: Awareness, Analysis/Assessment,Developmentfl ovation,
- ... .-A
ValidatiodTesting, and Lrnplementation
Schedules should be at a level of sufficient granularity to track progress effec :ly in one
month intervals.
9. Organization and Resources
staffingplan, organizational structure, group interfaces, equipmeai, training,
support functions
10. Management Considerations --

requirements management, project risk management, progress reporting,
issues management, contingency plan
-
11. Appendices
security considerations, hardware plaa"
. . . . . . .. . . . . --
-....
.--
. . .- . -- .-
.
. - . - -.- .
-..-- .-.- .- . . - .
.a-
. . . . . .. - . - z I
-.
- . . . .
.. , . . . . . . .**
--
TEST PLAN GUIDELINES - YEAR 2 ~ 0 0MODIFICATION
There will be individual test plans-for Unit, Integration, and Systems Testing
-
Each section of the test plan should describe the information as specified. Addtional se tions
may be included immediately prior to section 19, Approvals. The actual documentation 0
support section 10, Test Deliverables, should be compiled and submitted under separate xver.
Submitted test plans will be reviewed. At a minimum, a comprehensive test plan should nclude
.
- --- -
the following sections:
1.Tesf Plm Iaentifier --- -

unique identifier for this test plan, include testing Iwel unit, degration, or syste
2. Introduction . .
purpcw
ID of system and summary of software items q r d features to be tested
3. Enty 1 Exit Criteria

identification of entry criteria in this testing level, exit criteria to mark that this vel is
mmpiete . .. - ..--
dnerminati~,c$criteria satisfanion
.-
4. Test Items -
idenhfy test items including versionlrevision level

speclfL m m h i t t d m e d i a descriptions which impact hardware requirements
indicate need for logicdphysical transformations before testing can begin
- . ..-
reference incident riipqts relating to test items .--- - .. .&-
5. Features To Be Tested
identify allsoftware features and combinations of features to be tested with as: iated test --.
diisign specification .-,.
-. # .. .. - .. .~ . .- .- . . .. . . . - .-.
.;- .-., . .r..
..
- .-:-
- .. . ..
6. Features Not To BeTested
.A
- identie all sohwwfeatures .md combinations of features not to be tested and e reasons
. . .-.
7. Approach
describe overall approach to testing
, ...7:.:- -
specify approach for each entry in 5. above
specify major activities, techruques, arid tools for each entry in 5 , above
specify minimum comprehensiveness desired and techniques to judge &urn
specrtj. any additional completion criteria
identify significant constraints on testing
8. Item Passmail criteria
spxify criteria to determiie each test item passed/failed
9. Suspension Criteria and Resumption Requirements

specify criteria used to suspend all or a portion of testing on a test item
specify testing to be repeated upon resumption
*
- 10. Test Deliverables
- _ .
--
- . -
. --These deliverables will bedeveloped sepzrately and be provided as
As a minimurn, the following deliverables will be requiretito ensure
-
compliarlce: - - .--
Test Designs
Each test design should speclfy the details of the approach for a specific test or
Test Cases
Each test case shall contain a set of test inpu:s, execution c. Aitions, and expe&ed results
assodated with particular test objective such as to ve"k compliance with a specific
I
requirement (i.e., a date comparison to veniy the attainment c f the payment floor) Each
test ase s M & e associated with a test design. Generally many test cases are ahciated
with a single test design.
Test Results Documentation

TestLO+g-'- - . -
-- A chronological record of the execution of ad tests Relevant detad shall,be
included such as test objective, tht associated testdesign, whether
. .a the test passed
* * -- --
or failed, etc.
Test Summary Reports
EaFh test summary report shall summarize testing activities and results Summary
"
reports shall include metrics and provide an overall evaluation of the test(s).
- -
Test Incident Repofis - -1 1
A test incident report shall be prepared for each event that occurred dufing teSting
such asan exposed software fault, whch requires further investigation
11. Testing Tasks

identlfy tasks necessary to prepare for and perform testing
. .I.=..-.- -
identify
- .- all intertask dependencies and any special skills required
12. Traceability Matrix

.---.* - I
maps requirements and functional specifications, if applicable, to one or more test cases
13:Reference Documents
number, title, revision and date of all documents referenced
provide references to requirements specification, design specification, users guide,
14. ~nvironment&Needs
s p x both
~ necessary anid desired prcipei:ie, ~f test environment ~ncludlngI iware, -
communications and systemsoftware, mode of usage (e.g , standalone), 0th o h a r e or
supplies to support the test
specify level of security which must be provided
identlfy special test tools needed
identlfy source of all needs not currently available to test group
-
-- - - f5.&speosibilities
-
--- -
iden* groups responsible for managing, designing, preparin~executing,u
checking, and. resotving -- .-.
identlfy groups responsible for providing the test

- .. items and the test environn
16. Stafling and Training Needs

specify test st&g rieeds by skill level
idem* training options for providing necessary skills
17. Scheduk
include t e ~ r ~ ~ e s t oas
n ewell
s as transmittal events
define additional test milestones needed
estimate time required to dczeach testing task
speclfy schedule for each testing task and test milestone
for eactr.testing resource. specify its period of use
18. R5ks and Contingencies ----

. .-
identify high-risk assumptions of the test plan
speclfy contingency plans for each assumption
.-
19. Approvals
.. . -. spec@ narnej,,andtitles of all persons who m a t approve this-plan
-' .
provide space'for signatures aid dates
. -- . . -
. - .-
20. Appendices
1
AMENDMENT OF SOLICITATIOK'V' -'TCATION OF CONTRACT l.CO~CTIDCrwc 1 I PAGE oC PAGES
)I 1 1
2 AMENDMENTIMODIFICATIONNO I .-ECTIVE DATE 4 REQUISITIONPURCHASE t . _ - 15 PROJECT NO ill aop~came!
000001 T I Iv~ 6 . 70170 NIA
6 ISSUED BY CODE I O A G 3~8 9T 7 ADMINISTERED BY (Ilofher than lfem 6) CODE 1 AGG / DR
HEALTH-CARE FINANCING ADMIN DIANNE ROBERTS
AGG/DCATS , c2 - 2 1 - is - CONTRACT SPECIALIST
7500 SECURITY BOULEVARD
BALTIMORE MD 212441850
B NAME AND ADDRESS OF CONTRACTOR ( N o . srreel, muntry. Slate and ZIP Code) . 9A AMENDMENT OF SOLICITATION NO

Attn: Denise Herrera-Wieters
4002 Broadway
. 90. DATED ' (SEE ITEM 11)
San Antonio >lX-78209

-- I
. -
. -- - -- 10A. MODlFICATlON OF CONTRACTIORDER NO.
.- ..
100. DATED (SEE ITEM 73) -.-.
- --
.d .:
CODE i.?
'
; FACILITY CODE 09/30/1999 ..
. --
.
ITEM ONLY APPLIES 2 AMENDMENT OF SOLICITATIONS
;11 .,THIS 1
The above numbered solicitation is amended as set forth in Item 14. The hour and the date spealied for receipt of Offers is extenbed. Ci 1s no1ecended
Offers must acknowledge receipt of ths amendment pnor to the hour and date specified in the solicitation or as amended, by one of the followng +ethods: (a) By carnplet~ng
items 8 and 15. and returning -copies of the amendment: (b) By acknowledging receipt of this amendment on each copy of the offer submitled: or (c) By separate
letter or telegram which includes a reference to the solicitation and amendment number. FAILURE OF YOUR ACKNOWLEDGMENT TO BE RECEIVED AT THE PLACE
DESIGNATED FOR THE RECEIPT OF OFFERS PRIOR TO THE HOUR AND DATE SPECIFIED MAY RESULT IN REJECTION OF YOUR OFFER.~f by virtue of th~s
amendment ~u desrre to change an offer2lready submined, such change may be made by telegram or lener, provided each telegram or letle: mikes reference to the
solicitation and this amendment, and is received prior to the opening hour and date specified.
. .- :iv
12. ACCOUNTING AND APPROPRIATION DATA (If requ~red)
fl - --a
13.THIS ITEM APPLIES ONLY TO MODIFICATIONS OF CONTRACTSIORDERS,

.- - IT MODIFIES THECONTRACTIORDER NO.AS DESCRIBED IN ITEM 14.
(X) A THIS CHANGE ORDER IS ISSUED PURSUANT TO. [Spec@ aulhonly) THE CHANGES SET F O R M IN ITEM 14 ARE MADE IN THE CONTRACT ORDER t
b IN ITEM 10A
n- -,.*,*.+< . # ,'*
B THE ABOVE NUMBERED CONTRACTIOROER IS MODIFIED TO REFLECT THE ADMINISTRATIVECHANGES [such as changes m paymg omce.
- . --
aopmpnalon dale. efc)SET FORTH IN ITEM 14. PURSUANT TO THE AUTHORITY OF FAR 43.103 (b) . .
I D OTHER (spec@ lype 01 modfitcalon and aulhonly) I

U I I
E. WPORTANT :
14. DESCRIPTIONOF AMENDMENTlMODlFlCATlO

cmracmr 1s no; ts requwed to s g n this dowmenl and return mores to the twu~ngofice
7s. rncludrng ~ l ~ # a l o n ~ c o n l rsub)eCl

a c l maner where leas!We )
I .. .
. . ..Tax ID- :. -- ,, .'7
) '
4., -- - a <
- <. .
>
= -~~
.-F .- .
- -. -. .<,. .-.-
..a. In accordance wlth s e c u o n G.10 of this base I
contract, Nancy Berson is added as the Alternate
HCFA Project Of fic-er. - - '
b. Key personnel for this contract is changed to

the Project Officer - Denise Herrera-Wieters, and
the Administrative Assistant - Yvonne
.>,-.'
Idar-Martinez only.
~
c. All other terms and conditions remain the same
Except as prowded herem all lerms and cond~t~ons
of the document referenced In ltem 9A or lOA as heretofore changed remams unchanged and n full force and e C c I
15A NAME AND TITLE OF SIGNERpype or pnnl) 11 6 NAME
~ AND TITLE OF CONTRACTING OFFICER ~ y p oe r ~ n n f ) 1
MARY E. JONES
1 5 6 CONTRACTOWOFFEROR 16C DATE SIGNED
(Sgnarure 01 !he oenon aulhonzed lo sgn) - ISgnatu 1 h e oenori~ulhomedfosgni

NSN 754041 152-8070 30 105 STANDARD ~ R 30M(REV 10-831
PREVIOUS EDITION UNUSABLE Presulbed by GSA
FAN48 CFRl 53 243
AMENDMENT OF Sol-ICITATIONIMO 'ICA'I'ION OF CONTRACT 1 '.CO-CTIDCC PAGE Oi PAGES
I I 1 1 1
2. AMENDMENT/MODIFICATION NO. 3. EFFECTIVE
DATE 4. REQUISITIONPURCHASE REO. NO. 5. PROJECT NO (ifapplrcable:
000002 09/29/2000
I
II
6. ISSUED BY
. -
AGG/DPC CODE 7 ADMINISTERED BY (I/ orher lhan #em 61
AGG/GEV CODE I
CENTERS FOR MEDICARE & MEDICAID SR GEORGETTE E. VLANGAS
ACQUISITION & GRANTS GROUP Contract Specialist
7500 SECURITY BLVD. Centers for Medicare/~edicaid Serv.
BALTIMORE MD 21244-1850 - - 7.500 Security Boulevard
Mail Stop C2-21-15
Baltimore MD 21244-1850
8.NAME AND ADDRESS OF CONTRACTOR (No.. streel, country. State and ZIP Code) 4 9A AMENDMENT OF SOLICITATION NO

90. DATED (SEE ITEM 11)
4002 Broadway
San Antonio TX-i9202 = -
* - -- - -.
<-
10A MODIFICATION OF CONTRACTIORDER NO
500-99-0036
. , 100 DATED (SEE ITEM 13)

;.! :
;
-
CODE L.' ! FACILITY CODE l09/30f.1999
1i.
THIS ITEM ONLY APPLIES AMENDMENT OF SOLlClTATlONS
.- . I
The above numbered solicitation IS amended as set forlh in Item 14. The hour and the date &ecified for recelpt of Offers . . is exten1def IS not extended
Offers must acknowledge receipt of this amendment prior to the hour and date specified in the solicitationor as amended, by one of the followng nieth~ods(a) By complet~ng
items 8 and 15, and returning -
copies of the amendment; (b) By acknowledging receipt of this amendment on each copy of the offer sut1m/1 ted. or (c) By separate
letter or telegram which includes a reference lo the solicitation and amendment number. FAILURE OF YOUR ACKNOWLEDGMENT TO BE RECEilytI D AT THE PLACE
DESIGNATED FOR THE RECEIPT OF OFFERS PRIOR TO THE HOUR AND DATE SPECIFIED M Y RESULT IN REJECTION OF YOUR OFF1ER. If by vlrtue of thls
amendment you deslre to change an offer already submitted, such change may be made by telegram or letter, provided each telegram or letter ma1kek reference to the
solicitation and this amendment, and is received prior to the opening hour and date specified. . -.*
12. ACCOUNTING AND APPROPRIATION DATA (Ilreq~pedj,
See Schedule %'
13. THlS ITEM APPLIES ONLY TO MODIFICATIONS OF CONTRACTSIORDERS,
- IT MODIFIES THE CONTRACTlORDER NO.AS DESCRIBED IN ITEM 14
(X) ] A THIS CHANGE ORDER IS ISSUED PURSUANT TO (Specfyaufhomyj THE CHANGES SET FORTH IN ITEM 14 ARE MADE IN THE CONTRACT ORDER NI U ITEM 10A.
I
-,,*,*a*, - ,,*
B THE ABOVE NUMBERED CONTRACTIORDER IS MODIFIED TO REFLECT THE ADMlNiSTRATlVE CHANGES (such as changes In payrng oliice
, appmpnalon dare -&c ) SET FORTH IN ITEM 14. PURSUANT TO THE AUTHORITY OF FAR 43 103 (b)
-
C THIS SUPPLEMENTAL AGREEMENT IS ENTERED INTO PURSUANT TO AUTHORITYOF , ,-
D. OTHER (Specfy Iype ot rnodrliCationand aulhonfy)

Mutual Agreement -tween the Parties
: -1
. .~.
E. IMPORTANT : Contracty ! jis not. i Ji c requlred to sqn th~sdocument and rerum 1 coptes to Ihe issung office.
-- -..-
14 DESCRIPTION OF AMENDMEMlMODlFlCATlOt'
: : ,
T& ID umber-:
. ..
, .:
hq.- a
. . --.
sublecl maner where leasble /
"*F Seclon headmgs. Includmg sof~cdalnn~conlrad
- ,..- i
r e ,-
The purpose of t..-- -ication is to exercise

Option Period I of t h e contract.. .
The option period shall be from ~eptember 30,2000

through September 29, 2001.
. ..F.
&1-1 other terms and conditions remain the same.
Period of Performance: 09/30/1999 to 09/29/2001
E~cectas provoeo nere n a I terms ano con0 tons of Ine ooc~mentreference0 1 (!em 9A or 10A as neretofore cnangec rerna ns uncnanqea an0 n lu force an0 ehect
151. hAME AND TITLE OF &GNER(T,D? orpnnl - 7 1 . hAME AND T TLE OF CONTUACTING OFFCER ,T(pc or pnnl
1 MARY E . JONES
- -
158. CONTRACTOFUOFFEROR ( 1 5 ~DATE

. SIGNED 1 160 UNITED STATES OF AMERICA 1GC DATE SIGNED
(Sqnalvrc of the oerson aulhonzed lo sqni

- - (Sgnalvre of the Demon aurhonzed lo srgn)
NSN 7540-01.152-8070 30-105 iTANDARD F O R M ~ O
(REV 1 0 - 8 3 1
PREVIOUS EDITION UNUSABLE 'rescrloed by GSA
:AR(48 CFR) 53.243
Per CMS Contract Specialist,
- -- - --
-- s ~ e- o r ~ eVlangas,
Mod
,
s &
. 3 to Base Contra&= ==-
Cancelled Due to System Error
J u n 20 02 01: 0 5 p Cutting Edge
JUN-20-2002 12:22 ?0
1 1 I
2 ~ N D M E N T ~ l ) l F 1 C 4 l l ONO
N J ELFECrM MTE 6 REOUIS~I~WPURCC(*SE REO NO 5 . PROJfcT NO. !I,WDll
00000~ See Block 16C

6. ISSUED BV AGG/DPC 7 AOUYl9T€RCD BV (11mv BM mm r) CODE &
CENTERS FOR MEDICARE 6 MEDICAID SR GEORGSTTE E. VLANGnS
ACQUISITION 6 GRANTS GROUP Contract Specialist
Centers for Medicare/Medicaid Serv.
7 5 0 0 SECURITY BLVD.
--BALTIMORE MD 2 1 2 4 4 - 1 8 5 0 - .
7500 Security B o u l e v a r d
nair- s t o p C2 -21-15
B a l t i m o r e MD 21244-1850
0 WUE AND MORES9 OF tbN1RACtbR (No...m a 1 todVy M e U d ZIP Code
- (XI 3A A W U E N T OF SOCICITATIONM).
cutting Edge Communications, Inc .

98. OATED I E E ITEU I I1
-
. Attn: Denise Herrera-Wiecer6
922 S . Alarno Gcreet
San . .Antonio TX 7 8 2 0 5 - 3 4 1 9
.
. . . . . . .
-
.-
'
:
- ...
--
* - -
IDA, HDDLFlCArlONOF WHTRACTlaROER NO
SOP-99.0036
,
.
.. .-
.- .
-..a. .-. . .. . ..
- , - -1F~CILI*C&
-
toe. WED .. (SEE ITEM t? -- -- =-- '
--
.
.--
.-:-
. .
-CODE 1- I/-.- 09/30/1999

I-) / . 11 lWlS ITEM ONLY APPLIESTO AMENDMENT OF SOLICITATIONS
m m r a ~sgrsn umch m l u d e r s i n c e t o me soo~c~mrn

and amendment numb.; FI~URE
OF WUR ACKNOWLOOCMMT TO BE RECENCD A T THE
D E S I G N A T E D FOR THE
RECEIPT OF OFFERS PRIOR TO
THE HOUR A N 0 D A T E SPECIFIED MAY RESULT I N REJECTION C+ YOUR WFER U by rutue
wlicl!amn and lnis a m r n d m s n t end 16 recelved p n o r t o r

k ouentnq hour andaale =~bmd.
$ 2 ACCOUNTINO AND WPROPRLATION O A T A l U n p ~ l
See Schedule
13. THIS ITEM APPLIES ONLY TO MODIFICATIONS OF CONTRACTSIORDERS,
'"~~,I,)C(I)DIFIES THE CONTRACTIORDER NO. AS DESCRIBED IN ITEM 14
1x1 a r u l s c-cr o w n IS ISSUED PURSUANT-% ( w , . a v t m . w THE CWUIGES SET FLWW IN ITEU 14 ~ n UDC
c IU TUE C O ~ C ORDER
T NO IN REM ID*
.- ,
The purpose of t..,., a & ~ ~ ~ c ei sr to
~ ~extend
~ n the
period -af?performance through September 30, 2003.
.. .- . - . ........ .* . - .. -.
-. --: #-- .. : -
A l l ocher t e r m s and 60,ndicions remain the same.
'Period of Performance: >9/30/1999 co 09/30/2003
.
.. - . -. .- . .
.
--
IED
I
30 (REV. 10631
I
ORDER t d R SUPPLIES OR SERVICES
MPORTANT : Mark all packages and papers with contract andlor order numbers.
1 PAGE 0' PAGES
1 DATE OF ORDER 2 CONTRACT NO (U any) 6 SHIP TO
09/30/1999 500-99-0036 a NAME OF CONSIGNEE

3 ORDER NO 4 REQUISITIONREFERENCE NO N/A
0001 See Schedule b STREET ADDRESS
5 ISSUING OFFICE (Address correspondence lo)
I
HEALTH CARE FINANCING ADMIN ,
AGG/DCATS, C2-21-15 - - c. CITY d . STATE e. ZIP CODE

BALTIMORE MD 212441850. 1. SHlP VIA
. .
7.TO:
a. NAME OF CONTRACTOR
Denise
-- - Herrera-Wieters
.---- - - - - -
.-
r--
L]a. PURCHASE b. DELIVERY
b. COMPANY NAME
Cutting Edge C~rtunUni~ati~n~,
-
I~c. REFERENCE YOUR: I
--
E x ~ efor ~ lblll~nginstruchonson the
c. S T E T ADDRESS . .- -- -..-
. . - - - -.--- - . -. . -
-
--
.. P(ease furnish the f o l l w n g on the terms and &verse. this delivery order 15 subject
4062% r ~ m d w i r y . . conditicnaspedfied cn bolh sides of m ~ order s and -
to I ~ S I N C ~ O mnlamea
~S on this side -
. - ..
on Iheattachedsheets. if a?& indirdWg delivery as.- :-thy% t f w f o r m ~ nd d lssuea subw
d. CITY , . e. STATE .. ,.. 1. ZIP CODE indicated %
-- ."
t01he
, lwms and mndillons d Ihe
. --
---. .
'above-numbered cuntran.
san ~ntonio . TX 78209 . .- . ..
9. ACCOUNTING AND APPROPRIATIONS DATA 10. REQUmTlONlNG OFFICE
95992827 75x0511 2522

1:lUSINESS
r j a. SMALL
12. F.O.B. POINT
CLASSIFICATION(Check appropriate box(es))
b. OTHER THAN SMALL C. DISADVANTAGED 1 d . WOMEN-OWNED
. 14. GOVERNMENT BIL NO. 15. DELIVER TO F.O.B. POINT 16. DISCOUNT TERMS
Destination .
ON OR BEFORE (Date)
13. PLACE OF
a. INSPECTION b. ACCEPTANCE
.. .- -- :
- --
09/29/2001 Net 30
Destination ~ ets
inat<@ ..--
.. 17. SCHEDULE (See reverse for Rejectio

+
QUANTITY UNIT
- .
QUANTITY
ITEM NO. SUPPLIES OR SERVICES 3RDERED PRICE ACCEPTED
(A) <.'. -,,- -.. -.- (C) ((5. --..-
Tax ID Number: 13 '-/ . ..
Pursuant-to the terms and conditions of
contract 500-99-0036,thC Contractor shall
provide support for the Horizons Project
as it applies to--theHispanic American
population.
INOTE: This is--aCOG.-

plus Fixed Fee (CPF'F)
.- -
*
-1-
Continued . . .
18. SHIPPING POINT 19. GROSS SHIPPING WEIGHT
I I
..
21. MAIL INVOICE TO
SEE BILLING
a NAME P
DHHS,HCFA,OFM,FSG
INSTRUCTlOhIS
b STREET ADDRESS (or P.O. BOX)
ON I Div. of Financial-ODerations, P.O. Box 7520 I1 17UI.
REVERSE c CITY d. STATE e. ZIP CODE GRAND
Baltimore MD 21207-0520 TOTAL
22. UNITED STATES OF AMERICA 23. NAME (Typed)

MARY E. J O ~ S
BY (S~gnature) I
TITLE : CONTRACTINWORDERING O~FICER
AUTHORIZEDFOR LOCAL REPRODUCTIO~
I
' OPTIONAL FORM 347 (Rev 6\95)
Prev~ousedlllon not usable I Prescnbed by GSA. FAR!48 CFR) 53213(e~
.
3RDER FOR SUPPLIES OR SERVICES
SCHEDULE CONTINUATION-
IMPORTANT: Mark all p a c k a g e s and papers with c o n b a c t and/or order numbers.
DATE OF ORDER CONTRACT NO. ROER NO.
09/30/1999 500-99-0036 0001
QUANTITY UNIT QUANTI?

ITEM NO. SUPPLIES OR SERVICES DRDERED PRICE AMOUNT ACCEPTEC
(A) (C) IE) (F) IG!
--
0001 :orizons - Hispanic American

lopulation
stimated Cost:
- f i
- *
'ixed , R
....e :
. .
.-
-4
b 7, V
, . .-
CPFF $1,291,.897.'69
-.
. Req # : 004-9-700129
5992827 75x0511 2522 $1,000,000.00
. Req # : 004-9-700127
5992827 75x0511 .. f q $ 291,897.00
.- .
'he Contractor is required to acknowledge
,eceipt of this Task Order by returning
.. . . . .
lne signed copy'to the Contracti-rfg officer'
Ithin 10 calendar days of its receipt.
.eceipt Acknowledged:
-, :- ..
Signature) Date
TOTAL CARRIED FORWARD TO 1ST PAGE (ITEM17(H))

NSN 754041-152-8082 50348-101 OPTIONAL FORM 348 (REV. 6/95)
Prescribed by GSA
FAR (48 CFR) 53.213(c1
TASK ORDER 0001
- .
STATEMENT OF WORK
Hispanic Contract
- -
BACKGROUND
-
The diversity of the U S Hispanic population, as well as the linguistic and cultural ba ~ i e r have
s
created difficulty for Hispanics to obtain information and navigate the Medicare and I Aedicaid
programs effectively Further, data and research indicate that low literacy is a signific ant problem
among elderly Hispanics Through this contract, HCFA will work to develop more ci lturally and
linguistkally cokp&ent infomation-&?id disseminition strategies regarding Medicare + Choice
and related materials for Hispa$cbeneficiaries - _ __
_.--
^ I
--- .- . y e .-:
- ..
- .
/
. . .
..
..- , --.=-
...
, .- .
REQUIREMENTS .:.
The contractor shall fkrnish all the necessary services, qualified personnel, material, e pipment,
and facilities, not otherwise provided by the Government, as needed to perform the rl :quirements
of this Statement of Work.
Develop targeted and'fqilored strategies for outreach to and education of Hispa tic - --
-
.
Medicare beneficiaries. "
>
The contractor shalj&yel~p,,tygetedand tailored strategies to outreach to, and educ ste Hispanic . .-. . . . s....
Medicare beneficiaries using Medicare Plus Choice and related information. Existing information
will.be p r o d e d by the Project Officer. The contractor will identifjLthe most effectiv -, ..
information disseminatio-h strategies, including who is best to deliver the m&Gges, ;
+--
hat is the
best message, when best to provide the information and where best to reach the targf ted
population. The contrictor should consider the use of a variety of communication ct annels such
. ....
as: print, face1to-face
. . . .description
. - . of
. . services, video, the Internet, 1-800-Medicare,-pzid
. ,. .
:. -.-.-
.* - .. ---
* advhisements, etc. .... ....... -.
I
. .
Literature Review and Communication Plan
In accordance with Section C 3 1 of the basic contract, the Contractor shall conduci i thorough
review of HCFA policies, program requirements, program assessment findings, and .elevant
enTkonmenta1 factors on outreach and education techniques relevant to the target a1 .dience in
order to support the tasks described immediately below The assessment shoul'd inc ude a review
of health disparities findings through existing reports. Contact sources on disparitie : findings will
be made available through the Project Officer
The contractor shall perform the following tasks as directed by the Government Ti ; Leader:
(1) develop an overall project agenda and workplan (information infrastruc re) which at
a minimum includes a detailed timeline, milestones, deliverables and iden ies
responsible parties. - -
(2) develop.and/or convert existing material into culturally and linguistical competent
information, (with the guidance of HCFA staff). The material at a minimu will include
but will not be limited to: pamphlets, brochures, handbooks, videos, public :mice
-
announcements, etc. on patient infonngition, education, rights and protectio . The
.. .. conversion and/or development of such materials shall account for issues, ; appropriate,
...
- ..
of.lb\\.liteiacy and cultural:ccrmpetenc&vith reganl to the targeted populat
-- --.-- : - I based .-o n
. ..
-. -
perceptions,. . needs;-ih wants of target populatioris;

. . . . . . . . . . --
-- ., .-
.. .- . ...-.
....
-- -:
-- .-
,
. . . --r-
. .. -
.--
.. -
(3) focus test the developed and/or converted material, and apply other app priate .-
research tools in order to assure that the information is understood and reac v usable by
the target population;
(4) develop an overall, nationwide demographic report;
(5) develop a il-graphic report for targeting this population;

..
- .- .... . -..
.- (6) conduct a "literature review" that identifies the most effective informati I and
outreach ~Qat_&gi~e.s,fgthe targeted population, assesses information resour, ;and . . . . . . . . --.--
identifies information dissemination opportunities that might mediate a lac >facc&ible .....
- .
infmation for -the targeted
. ..
population about Medicaredated programs;.-
(7) make final recommendations for "roadmaps" identifying information i.

hghways, boih formal and informal, for the targeted population;
.+
. .-
-. -:---.. . . . . . . . ........
(8) focus -gr6uptest existing matGial to dete%ne if the information meits
the target population and if. it- does
-
not, determine what is not working;
-. --- . ~- .
(9) focus group test final products to assure that the channel selected is apl )priate and
truly works in reaching the target population;
...
"..i--:-
(1 0) suvey/focus test end-users to determine the degree to which the

...-.. infon
.
material adequately informs the beneficiary; and
.(l 1) make final recommendations as to the content, nature, graphc design,

required variations, etc. for culturally competent Medicare related informal
. -
(12) identify key community partners withn the target group at the nation and local
levels, and assist in the development of community level coalitions for co: munity
outreach and education to validate communication and marketing strategic
(13) develop a comprehensive annotated healthcare related bibliography ct

cultural competency efforts with regard-to the targeted populations.
The contractor shall develop a Project Plan, Communications Plan and Informatic Infrastructure
which addresses integrating the tasks defined in 1 - 13 immediately above. After a xoval of the
plan, the contractor will be required to implefnent all of the plan as approved.
- -
-- _ _ - --
Develop
- Bndimplement -a ProjeetPlan
. for Consumer Communications Acti~ :ies .- .
- -- -
- - .-
/
-
A . C
* - C - - ..
In accordance with Section C.3.5 of the basic contract, the Contractor shall develc and submit -- --
for POIGTL approval acomprehensive project plan setting forth the full impleme :ation of
proposed communications activities. The plan should be developed in consultatic with staff
and others as directed by the POIGTL, including HCFA Central and Regional Of; :e staff, other
contractors, representatives of outside organizations, and advocacy groups. The mtractor will
address all aspects of development, testing, packaging, distributing and communi tion of the
health and prograrn-related communication materials, as well as communication t and education
of (knowledge transfer&^^^^ staff and partners. After approval of the plan, the mtractor
should
- implement all or parts of the plan
- as approved.
Materials Develepment Ewducti.on and Clearance
The ContiTactor shall p~oducethe communication materials idmtdied through* . the )m.m~,"ication .,
plan in accordance with Section C.3.4 of the basic contract. The contractor shall oduce any
and all necessary information that will enable HCFA to provide its beneficiaries I th culturally
formathn that is readily usable and understandable.
DELIVERABLES
Description . Date Due Distribution 1

- Pre Plan Development - November 1, 1999 Original + 3 codies to GTL
Draft Project Plan December 22, 1999 Original + 3 codies to GTL
Overall Demographic Report January 7,2000 Original + 3 cobies to GTL
I Targeted Demographic Report 1 January
.. 28,2000 I Original 3 cobies to GTL I
+
Final pmjiect _Plan

-. = :
- - . I January 3 1, 2000 1 Original + 10 cbpies to GTL I
Draft Communications Plan . May 1, 2000 -
3
.Original==++-3= c&ksta
. ..,, - (jTp
.
Final ~ommunicationsPlan June 30, 2000 - . Original + 10 cdpies to GT;:
Draft Information Infrastructure 1 December 29, 2000 I
I
Original + 3 copies to GTL
Literature Review Report
I
I August 18,2000 I I
I Original + 3 copies to GTL

I I I
Roadmap Recommendations October 27, 2000 Original + 3 copies to GTL
Final Product ~ecom'mecfidations February 28, 2001 Original + 3 cobies to GTL
Final Information Infrastructure
Summary Reports---P- - --
* September 1 5 , 200 1
Within 2 weeks from
Original + 10 cbpies to GTL
Original + 3 cc
I
--
each focus group/survey
Monthly Status ~ e ~ ino i
accordance with C.4.1 of basic
contract
,-
Camera-readyapiesofprinted
By 15th ofeach month,
starting with first full
month of work
I h accordance.with
-- 1 Originar+ 3 cc piesTOOGTL;
1 copy to Con racting
Officer/contra t specialist
I Original + 10_ opies to GTL
1 approved-project plan .>
- -
.. = . z:--a:.. ..-.-
materials
- -- - - -. -
.
.
All deliverables shall be provided in both hardcopy as designated and in electronic

compatible with HCFA's standardized software and systems.
LEVEL OF EFFORT1 PERSONNEL RESOURCE REQUIREMENTS
Staffing should be both culturally and linguistically competent
.- Level of effort: 21,200 hours - _
KEY PERSONNEL in accordance with Section H. 1 of the basic contract.
..
-
Project Director
.,Accpunt -Supervisor . .
--Researcher-- . - - - --- -
_ --
.
- - -. ..
-- - - . .- - . = .-...
~ r a ~ hArtist
ic -r . . . .
September 30, 1999 - September 29,2001
GOVERNMENT TAS*. LEADER

-
-.
Belen-Rodriguez,Center for Beneficiary Services
--... ....
AMENDMENT OF SOLlClTATlONlMODlFlCA~ '4 OF I PAGE OF PAGES
I I ! L
2. AMENDMENTfMODlFlCATlON NO. 1 ..-6FECTIVE DATE , 4 REQUlSlTlONlPURCHASE REL ? 5 2OJECT NC. I;: a,-3ii;a3;r
000001 735-0-101007
6. ISSUED BY
I
7 ADMINISTERED BY (If olher lhan Item 6)
CODE 1 AGG/ DR
HEALTH CARE FINANCING ADMIN DIANNE ROBERTS
AGG/DCATS, c2-21-15 CONTRACT SPECIALIST
75 00 SECURITY B0ULE.VAR.D
BALTIMORE' MD 212441850
-- -- -
8. NAME AND ADDRESS OF CONTRACTOR (No.. Streel, country, Slate and ZIP Code) I
1x1 9A. AMENDMENT OF SOLICITATIONNO
Cutting Edge Communications, rnc.

90. DATED (SEE rTEM II )
4002 Broadway
San Antonio TX 78209
\. 10A. MODIFICATION OF CONTRACTlORDER NO
500-99-0036
.. .- .--
. . . . -. . . .
-___
-. --- -
~-
. .. . .. . . .
-
. . -- -
-
.
.-
...
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. .-
. - ...
100. DATED (SEE ITEM 13)
.- -
:..- - .-
. . . .
.:
--
CODE FACILITY CODE .
- --
11. THlS ITEM ONLY APPLIES 1 AMENDMENT OF SOLICITATIONS . .. .. -
-
The above numbered solic~tation1s amended asset forth in Item 14. The hour and the date specified for.receipt of Offers 3 is (tended. IS not extended-.. - .
Offers must acknowledge receipt of this amendment prior to the hour and date specified in the solicitation or as amended, by one of the follo i g methoas: (a) By complelmg
items 8 and 15,and returning -
copies of the amendment; (b) By acknowledging receipt of this amendment on each copy of the of . submitted: or (c) By separare . .
letter or telegram which includes a reference to the solicitation and amendment number. FAILURE OF YOUR ACKNOWLEDGMENT TO BE ECEIVED AT THE PLACE
DESIGNATED FOR THE RECEIPT OF OFFERS PRIOR TO THE HOUR AND DATE SPECIFIED MAY RESULT IN REJECTION OF YOU1 IFFER. If by virtue of this
amendment you des~reto change an offer already submitted, such change may be made by telegram or letter, provided each telegram or let makes reference to the
solicitation and this amendment. and is received orior to the odenino hour and date smcified.
12. ACCOUNTING AND APPROPRIATION DATA (If required) Net Increase: 1
7500511 05996722 2522 ,.j
13. mkj ITEM APPLIES ONLY TO MODIFICATIONS OF CONTRACTSIORDERS,

IT MODIFIES THE CONTRACTIORDER NO.AS DESCRIBED IN ITEM 14.
(X) - A THIS CHANGE ORDER IS ISSUED PURSUANT TO: (SpecdyavlhontypHE CHANGES SET FORTH IN ITEM 14 ARE MADE IN THE CONTRACT OR R NO IN ITEM 1OA . .
0. THE ABOVE NUMBERED c o ~ ~ ~ c i ~ ~oD~I FbI EiDTO

~ REFLECT
i s THE ADMINISTRATIVE CHANGES (such as changes ir. payrng off;ce.
appropnalon dale, elc ) SET FORTH IN ITEM 14. PURSUANT TO THE AUTHORITY OF FAR 43.103 (b).
01
C. THIS SUPPLEMENTATAGREEMENT
IS ENTERED INTO TURSUANT TO AUTHORITY OF :
1 D. OTHER (Specdy lype of modhcalon and aulhonly)

52.243.2 CHANGES COST REIMBURSEMENT ALT 8 (AUG 1987)
- .- -
E IMPORTANT Contranor 1s not 'd1s r e q u ~ r dto slgn thus document and return C O P I ~ Slo the lssulng omce
14 DESCRIPTIONOF AMENDMENT/MODIFICATION(Organrzed by UCF seclon headrngs rncludmg sol~c~lal~onlcontracl

sublecl maner where feasrble) --
1. Pursuant t o FAR 52.243-2, Changes Cost .-

. ..... .-
Reimbursement Alternate I (Aug 1987), this
mod5fication is issued to make the"fol1owing
Continued . . .
Except as provided herein, all terms and condltlons ol Ihe document referenced In llem 9A or 10A, as herelofore changed. remalns unchanged and In full force and el
15A NAME AND TITLE OF SIGNER (Type or pnrrl) 16A NAME AND TITLE OF CONTRACTING OFFICER (Type or p
.-
MARY E. JONES
1513 CONTRACTOWOFFEROR - --15C. DATE SIGNED
160 UNITED STATES OF AMERICA I 16C DATE SIGNED
(S~gnarureof lne person aulhonzed lo sgn)
NSN 754061-152-8070
BY
30-105 u u
- qa~/aooo 1
STANDARD ORM 30 (REV. 10-83)
PREVIOUS EDITION UNUSABLE Prescr~bedby GSA
FAR(48 CFR) 53 243
:. - -
REF >F DOC. C . .i CONTD
CONTINUATION SHEET
SOU-99-0036 0001 000001
NAME OF OFFEROR OR C O ~ ~ R A C T O R Cutting Edge Communications, Inc .
ITEM UNIT
NO.
(4 (B)
langes to^ the Statement of Work (SOW). (See

:tached SOW.) _
... .
. The Contractor must assert-its right to an
ljustment under this clause wkthin 30 days from
ie date of receipt of this written order.
. Failure to agree to any adjustment shall be a

ispute under the Disputes Clause. However,
thing in this clause shall excuse tke
mtractor
-
hanged.
from proceeding with the contract as
&
-
-- / -
.. . -
/... .- ..*
. Until a supplemental agreement is issued to
ef initize this Change Order, the Contractor--
hall not be obligated to continue performance or
ncur costs beyond the point established in the
imitation of Cost clause,of this contract.
owever, the Contractor must continue performance
f the contract as changed.
. Until this ~ h k & Order is definitized, the

overnment1s liability on behalf of this change
s limited to a not-to-exceed-mount of $100,000.
. ..*
4 .
. As a result of this modification, the value
f this _Lask order. is increased by $100,000 J
rom $1,291,897.09.-to $1,391,897.09.

I
. Except as provided herein, all other terms
-. remain unchanged.
nd conditions
NSN 7540-01-152-8067 OPTIONAL FORM 336 (4-86)

Sponsored by GSA
FAR ( 4 8 CFRi 53 110
The contractor shall develop and evaluate the Health Care Financing Admrrustration's (HCFA) spanlsh
version of the Qualified Medicare Beneficiarylspecified Low-Income Medicare Beneficiary
(QLMB/SLMB) Outreach Kit. The plan shall include research steps to incorporate feedback fiqm Spanish
speakmg Medicare beneficiaries; as well from mformational intermediaries who work with the Hispanlc
community.
.- - -
I
At a minimum,the contractor's plan mustinclude thefollowing: a communications analysis of the English
version of the Outreach h t materials to help develop a cultural strategy for the Spanish version;/qualitative
research among Spanish speakmg ~nfonnationalbtermediaries to assess the needs of the Hispanic
, community and to obtain feedback on how to adapt the English version to reach the Hispanic co-unity:
focus groups among Spanish speakmg beneficiaries and family caregivers to assess the needs oflHispanic
seniors and to evaluate preliminary concepts for the Spanish version of the QMB/SLMB Kit; &lating and
.redesigning the English version of the Kit materia1:for Spanish speaking audiences; Spanish spdaking
..
...
.. .
. ben_efi~i.6es,-famil~ caregivers, m f o e i o n a l inter&diary focus groups of the sp&sh version Jtoevaluate
;,-- -
.. .
-.theeffect&eness of the-material;.final.E~~aration of the h t b a s e d on feedback received during --. .- :-- - be , -- . -
. . . .- . --
I--.:. - -----
.,
.. --
execution of the p l q -. - - -- - --..--
-
.I
'
.. .. . ------
- - -7
Task Deliverable .:. Draft Due Date HCFA

.
FinalDue CBS
Executive
1 HAB ~ r i e f i n g '
'-
Comments Date (Range)

~rief4~
QMBJSLMB June 15,2000 June 22,2000 June 27,2000 N/A June 17?2000
Outreach Kit Work
Plan . .. . .--.-
-
communications " <'-,,July 15, 2000 July 20, 2000
. .
July 27,2000 N/A N/ A - - ,-
-.
Analysis
Version
of English "
- - -
August 15,2000 August 18,2000 August 2 1, N/A N/A
0 lnfomation&---"-- -'
.-.-.
2000
-.. .. . . . --_---
Intermediary
FeertbackReports. - -.' --.-
- "
1
September 1 1, September 12, September 15, NiA September 12>
Spanish Speaking 2000 2000 2000
2000
Beneficiary & . .
Caregiver Focus -.
Group Report . .. .. ... . . . .- ..
Translated and
"'.- October 16, I-
-2000
October 26,-2000 November 10, - . .-~werirber--1~,-
2000 2000 I
Qctober 16,.
2000
~ .:-:
Redesigned Kit
Focus Group Report

of Spanish Version
. . ._ . -. .- . .
November 3:
2000
November 8,
2000
November 13.
2000
NJA 1 November 3,
2000
.
December 8, December 15, December 29, N/A N/ A

0- Draft Version of 2000 2000 2000
Spanish QMBJSLMB :.,. -
Kit
February 1,2000 ' February 2 1, March 1,200 1 N/A N/ A
Final Version of 200 1
Spanish QMEVSLMB
Kit -
I
In addition, the contractor shall design, produce. and evaluate video, and subsequent TViRad Public
Service Announcements (PSA) for the Hispanic, dual eligible population. It shalI include vic production
and consumer testing of the video and PSA (both preand post-production). The phases of re zch are the
following: (timeframes TBD)
-.
Development of Research Plan- -
Testing of the proposed Script and Stow - .

Boards for the Video
Video Production Using Results From
- .
--
..~
.
_
.
..
-.-
.
- . *. .
-
,
Preliminary Research
-...
. --
PSA Development ~ l s i n ~ . ~ o o ~ ~ kthe

.Video Produced - . . -.
.from
Testing the "Rough-Cut" of the Video and

PSA Alternatives from the Video Once
Production is Complete
Build in a .Evaluation and Feedback

Mechanism,
Sep 20 01 09:41a C u t t i n g Edge [2101804-01:
2 W~NTuoMICATlON
rX) 3. EFFECnVE DM€ RCQUIS1TW)NIwRCWE
REQ w3
...
I
4. 5 PROJECT N
000002 See B l o c k 16C
a ISSUED or ~ Q AGGIDPC
E
-
srorr e m m ~ E W6)
' 7 rburns~n~ con!
CENTERS FOR MEDICARE h MEDICAID SR G E O R G E R E E . VLANQAS

ACOMSITION & GRANTS GROUP Contract Specialist
7 5 0 0 SECURITY BLVD. . Centers for Medicara/Medicald Sex
BALTIMORE 21344-1850 7 5 0 0 Security Boulevard
- - Nail Stop c2-21-15
Baltrmore MD 2 1 2 4 4 - 1 8 5 0
0 WE AND-FFS s s a oarnw.
OF C O N T F N ~(M.. ~ a m ma zw Coaw BA. awi&wrn oc SOLDZRAIWN NO.
.- .
Cuttlng Edge Comn unications Inc . . 98. MlW (SEE !?EM 11)
Actn: Denise Herr era-Wieters
- 4 0 0 2 Broadway
S a n Antonio TX 7 E 2 0 9 .k 1 0 1 . -IAC*TICHI OF CO~~UCTIORDCRNO
..
..
.
. . ...
-
. . . --
.. 500-99-0036
. . . . . . . . - . . -
. - -
- .-
5-
.
- ;OD0 1
.-
- ---.. - .- . WB. DATED .. Is€ !JI . >-,--- . . - -= . . ..--- ..-.a
-.-.
-axe p& I 1
.. . ....... ~FACILW.~M 09/30/1999 .

- .
. .
-. . .
.-
- ---.--.
. 11. THIS ITEM ONLY APPLIES TO AMENDMENT OF SOLICITATIONS
-. .
;a nm nnlondeo
. (a) Bv eomglel~ng
Dr I C ) b Uolm
hT THE P U C E
d Inn
y vlrw
!rmw b Lhr
8d1cMldcrand Ih13emendrldnl. w h e w d pnor K, we opsnmg hour anb dale apecilid.
11 Atcournwt arm APPRQTRU.TION O A T A ~ W ~ J
lSjr'bljlS ITEM APPLIES ONLY TO MODIFICATIONS OF CONTRACTSIORDERS.
. .
- .- ~- .
Period OE ~ e t f o r m n & ; 09/29/1999 t o 03/31/2002
IDA#) K)RM 30 (REV 10413)

S e p 20 01 0 9 : 4 1 a Cutting t d g e
~tr-&-&tilB9: 58 HCFR mt
After two years of contract performance it is necessary lo identify specific subtasks

targetxl for completion under Task Order 0001 and discontinuing further cffons an
others. Therefore, Contract 500-99-0036, Task Order 0001 as modified is hercby funher
modilicd as follows:
.-
- -
The cmtractor shalt continue with: --
Medicare Plus Choice Brochure

Radio Pubhc Semce Announcements
Television Public Service ANlouncerncnts
Revise Focus Oloup Report
.-
0 Testing of New Material

Disseminationof New Materials
Pilot T&ng of New Matenals
Communications Guidebook
Miscellaneous telephone calls, conference calls, meetings, ctc.
The t Alowing subtasks are deleted fiorn Task Order 0001:

.i'
*-:
....
Medicare Bas~cFacts Brochur:

- - Newsletter (Fall and Winter Issues)
-,. ...'/
u<-.-.,,c.
" The llwiod of performance for the completion of Task Order 0001 is hereby extended
- . -- 3 1,2ea(m&,
through March --.- -.
i-
All olher terms and condittons remain the same.
- .-
Task Order 0001
Contract 500-99-0036, Task Order 0001 as modified, is hereby further modifit :o extend
.- the period of performance from 9130199 through 313 1102 to 9130199 through 61 '02 at no
additional cost to the ~ovemment,
The additional time is necessary for the contractor to complete the ongoing eff delayed
by the Government.
-. , . .
Cutting Edge Communications 500-99-0036/0001 Modifica
November 29,2001
Mar 13 0 2 0 1 : 1 9 p Cutting ~ d ~ e
2 A W N O ~ / M O ~ l F l f 3 T ~M O
Y N 3 E W E C ~ DATE
V~
I AEQ NO
a REOUL~~TIOHIPUFIKI~SE
1 1 ) 2 --
5 WM NO frl Wewd
000004 See Block 16C
8 ~SUEDBV coot AGG/DPC 1 U W I N I S ~ E D ey (U o t ~ am
t lkm 6) coo€ / AGG/GEV
CENTERS FOR MEDICARE 6 MEDICAID SR GBORGETTE E . W G A S
ACQUISITION & GRANTS GROUP Contract Specialxst
7 5 0 0 SECURITY BLVD. - Center3 for Medicare/Medlcald Serv.
BALTIMORE MD 21244-1850 7500 Securrty Boulevard
-- - - mail Scop C Z - 2 1 - 1 5
Baltimore ND 21244-1850
m.%W w
I
8 N A U I AND ADDRESS OF C(RIIRICTDF( (HO Nf6.W S M ZIP ba.1 AMENDMENT @ ? S O L I U T A ~NO
~
Cutting Edge Communications. IDC. I

9b. O&TED (SEE ITEM t 7)
'
. 922 S . Alamo Street

San A n t o n i o TX 7 8 2 0 5 - 3 4 1 9
. .
-
..
--.
. . .
. ..
-
. -. .-
- ....-
..
-
-
, '500-99-0036
--oooi I-
- - -=
. . .-;-- . - lW.DATR, (SSEfTmlJ1 - - --
I
=:.x
. .
- cmL i- , . -. . FACU~UJM 09/30/1999
==+c = .?,,
-
1 1 . THISITEM ONLY APPLIES TO AMENDMENT OF SOLICITATIONS I
-
[3 T ~ above
B tr rrmndea
numbered ¶0~10Idbcn set bdn In rlpm 14 TM hour end me awc s n e d e ~tor r m w t mcs is eaended
MIem muSl aChcCnoWleQQlr e a l ~ l oht s smcndrrwnl pnw ID the hour and dab cpadkd m Inn 6aeollWLOn or as mleMled. bf M e d Ihe Wlow~npmelnc (
'
L' I
lp;
item B and 15, ana relurnlq -
COOIIS of the amsndmm' (8)By a c b w k d @ l gm e m d
m
~ 1n18 amenamant on crch r ~ p d
letter or lelegram r h c h IncIU68s @ fetesaxe W seiitMmn and mMdmenl number FAILURE OF YOUR ACKNOWLEDGMENT TO BE RECEIVE0 AT
qa: a
y rhe o L t subrnln~
DESIGNATED FOR THE RECEPT OF OFFERS PWOR TOTnEHOUR urD DATE SPECIFIED MAVRSULT IN REIECTION OF YOUR OFFER I y'w
'wiuc
See Schedule
Cd. TtjtStTEbd APPLIES'ONLV TO MODIFICATIONS OF CONTRACTSIORDERS.
MOOIR IRES THE CONTRACTIOROER NO.AS DESCSlBED IN ITEM 14
-.
(lo 4 TWlS CHANCE ORDER IS ISSLED P U R S U A N ~ ?l S~ p ~ d ~
-
1% C W G E C SETCORM W ITEN w ARE *Ill= IN l?f€CONTRACT OROE R NO IN
, =-
'I
-
.- 0 . OTHER ( S p ~ r y 01! mdcmw

~ an# a m ~ * ) i
Mutual Agreement Between the Partfcr

E.W O R T A K I Conlmaor /Jra w. l(L1ia m + w !oogn
~ *it acumen* am mum 1 copw IO (he ~ u n df~m.
q
14 DESCRIPIION OF AhEHDUENTUOOLFIUr----'dr- ' m -n WOW. *ICWngXVW&rvcI)IIl~d IWm o m wnsm IUS~+)

, . .,
Tax ID Number: .' 1
- The purpose of ,..,-1s t o establ;i+
.
..:- - . . - . . ,..
-. *___
, ._ '
a ~ c h e d i l ebf- Deliverables for th;-remainder of ir - =:
cbe perlod of performance.
1. Medicare Basic Facts Brochure
Due dace! September & 6 , 2002
,*?? -
2 . Communlcat i o n Guidebook
Continued . . .
>ATE SIGNED
11 +/OL
LRDFOPUIO (REV 10831
('1 (El 1
Due. date: J u l y 3. 2 0 0 2 I
3. ~nformationC h a n n e l Poster
- -
Due dace: September 13, 2 0 0 2
4. Preventive Beaefits Poster
Due d a t e ; September 1 6 , 2 0 0 2
I\
5. Radio and TV PSAe

- .
.-- ....
. --- .
- ... he-da&r J u e 17, 2002'-- .
.. - ..
'he period of peformance is hereby extended

~hroughSeptember i ~ 2002.
,
:his is a no cost extension t o t h e contract.
i l l other tarns and condici-ons remain the same

1
I
ORDER, >A SUPPLIES OR SERVICES - - . / PAGE OF PAGE
IMPORTANT : Mark all packages and papers with contract andlor order numbers.
1. DATE OF ORDER 1 2. CONTRACT NO. ( ~ any)
f 6. SHIP TO. 1
1 6
09/30/1999
3. ORDER NO.
-
-500-99-0036 a. NAME OF CONSIGNEE
- . . . - . 4. REQUIS~TIONREFERENCE NO. N/A

0002 See Schedule
. H W T H CARE FINANCING ADMIN

AGG/DCATS, C2-21-15 C. cm. d. STATE e. ZIP CODE
7500 SECURITY BOULEVARD . ..

.. .
BALTIMORE MD 212441850 f. SHlP VLA
7.TO :
a. NAME OF CONTRACTOR 0. rYPE OF ORDER /
~ e n i s eHerrera-Wieters
b. COMPANY NAME
_Cciiiun_ications,Inc .
cutting-~ d g e - .-
\.
5 a. PURCHASE
REFERENCE YOUR:
( 1 b. DELIVERY
;Irr STREEFADDRESS -
.- . - ,
-- -. d-,
tor b~llmg!nslrucbons on me
ttgg~el~ery @er IS subpcl . .= '- -
RSaSe furmsh the fdlwmng on the=leuu6 and
4 002 Broadway . . .,. i s on w d o i s a
on the a t t a m sheets, If any, including delivery &
.. .
'to/me
4'39,4i2~l~27~2,","~uybd~ . .&-:
d. CITY e. STATE f. ZIP CODE indlcaled. t e r m and mndlli~W58f!he .--
an Antonio I TX 78209 .. ao omu urn be red mntran. -. -
9. ACCOUNTING AND APPROPRIATIONS DATA 10. REQUISITIONINGOFFICE
See Schedule
l(.USlNESS
I
CLASSIFICATION (Check approp*
a. SMALL 1
box(es))
b. OTHER THAN SMALL
-
I)(/ c. DISADVANTAGED
-
WOMEN-OWNED
12. F.O.B. POINT
14. GOVERNMENT BR NO 15. DELIVERTO F.O.B. W l N T 16. DISCOUNT TERMS
Destination ON OR BEFORE (Dale) . .. -
--
r-
a. INSPECTION
13. PLACE OF
,:
b. ACCEPTANCE '
Destination:
09/29/2001 Net 30
-.
Destination
- 17. SCHEDULE (See reverse for Rejectionsl
QUANTITY
ITEM NO A~-.AU!?PUESIIB SERVICES ORDERED
m.5
(A) (C)
, Tax ID Number: ,!,ii.
Pursuant to the terms and conditions of

Contract 500-99-QO36, the Contractor shall
provide support for the Horizons Project
- as it relates to the Iqfqrmation Center B
forz-
the ~ i s p k c
Ameican population.
NOTE: This is a Cost--PlusFixed Pee (CPFF)

Level of ,Effort Task Order.
1Continued ...
18. SHIPPING W M I 19. GROSS SHIPPING WEIGHT
17(h). TOT.
(Cont.
a' NAME
- pages)
SEE BILLING
DHHS,HCFA,OFM,FSG
lNSTRUCTloNS b. STREET ADDRESS (or P.O. em) - --
ON Div. of Financial Operations, P.O. Box 7520 17(i).
C. d. STATE e. ZIP CODE GRAND
REVERSE
23. NAME (Typed)
22. UNITED STATES OF AMERICA
MARY E. J O ~ S
I
TITLE : CONTRACTING'ORDERING OFFICER
AUTHORIZED FOR LOCAL REPROOUCTI OPTIONAL FORM 347 (Rev. 6/95)
Previous edition no! usable 1
Prescnbed by GSA. FAR(48 CFR) 53.213(e)
.ORDER FOR SUPPLIES OR SERVICES .
-
SCHEDULE CONTINUATION
IMPORTANT: Mark all packages and papers with contract andlor order numbers
DATE OF ORDER COMrRACT NO 0RDER NO.
09/30/1999 500-99-0036 -0002
UNIT QUANTITY
SUPPLIES OR SERVICES PRICE ACCEPTED
(w (El (G)
:nformation Center - Hispanic

merican Population %
-
- - -.
pixed Fee:
:-
ktimated*~€ost
.-
.G-,<
.
..--
-.
: I
- .
.. -.
. .
'otal CPFF:
. -
'$338,753.g6
CCOUNTING AND APPROPRIATION DATA
.. Reg # : 735-9-103504
15996722 7590511 2522 $lOO,OOO.OO
L#
96;;
!. Reg # : 004-9-700128
LCKNOWLEDGEMENT
.- . .
'he Contractor shall acknowledge receipt

)f this Task Orper by, signing and,
-eturning 2 copies to the Contracting -
Ifficer within 10 calendar
-- -days
- - of its
-eceipt.
leceipt Acknowledged:
(Signature) Date
lontinued ...
TOTAL CARRIED FORWARD TO 1ST PAGE (ITEM17(H))
NSN 754041-1528082 50348-101 c IONAL FORM 348 (REV. 6/95)
nbed by GSA
..............
TASK ORDER 0002
STATEMENT OF WORK
Hispanic Contract--Information Center (IC)
- - -
BACKGROUND
-
HCFA market research findings indicate that Hppanic Medicare beneficiaries need n re
infoanatio_n_onMedicare, their rights and protections, and their health plan options .dditionally,
-- - -sign:lficant populations of Hispanics ~m in communities where opportunities for incc le are
limited and poverty levels are high Individuals existing-inlower income situations,~ gardkss-OF
.- -
.- . .
*... - .
race often face lirmteh access t6 &formation because of low educational attainment 'his results .,-. _ --
.-
in beneficiaries who have difficulty accessing our programs As a result HCFA wou like to -. .
explore the feasibility of establishing "Information Centers" (ICs) that would be loca d within
these underserved communities and serve as a focused resource for information, am :xpertise on
health information dissemination within the communities they are located
These ICs would be established within a community organization affiliated with acac rnic . .. _ .--
institutions and would &prk with the contractor to identify community level approac :s to - -.,a
disseminate health and health insurance messages, including information to low incc le, low
education beneficiaries qualified for the'Qualified Medicare BeneficiariesISupplemen .1 Low- .- ..
Income Medicare Beneficiaries (QME31SLME3) programs The Contractor shall dew pp a strategy
A.d&+- #
-. .
. . .. .
. _. e,..
for identifying appropnate i&rmation, and would work with community organizatir s to
disseminatedormation . - --- -
. --
REQUIREMENTS
-,. .-
The contractdr shall finish all the necessary services, qualified personnel, material,
' and facilities; not otherwise provided by the Governmixit, as needed to perform the- 1*-,
of this Statement of Work..

-- - - - .-
Study the feasibility of establishing ICs
The contractor shall establish an IC in a community with an institution with a predoi nantly
Hkpanic enrollment (perhaps one of those listed as members of the Hispanic Associ ion of
Colleges and Universities (HACU), has an existing affiliation with a non-proWpubli service
community organization, as a model for community-based information disserninatic strategies,
and as one of the dissemination approaches tested through the Horizons project tasi xder 000 1
The IC must be established to provide beneficiaries from the target community with Iformation
on programs and services for which they are eligible (QMBISLMB), and to provide formation
on disease prevention, information rights and protections, and on health care insural e choices
using the appropriate languageand cultural context
More specifically, the contractor shall determine the feasibility, through assessment1I of the IC. of
this approach as a viable means of communication within the underserved Hispanic community.
.--
Further, the contractor shall establish as a "clearinghouse" of knowledge, information and staff
capable of reaching beneficiaries tGough community level collaboration. .
In addition to providing the translatedicultural competent information developed d o u g h this

contract, the 1C must also offer training for community partners on the Medicare ank Medicaid
-
programs, establish community level participation in outreach disseminat~onofme+ages, offer
lifestyle adaptation to improve wellness, and ihitiate community fitness programs. The
infdrrnati51i must be available through "information providers" who interact with tht rural -
- - E6mmunity through face to face interactions, and through other cultudly appr~prdeapproaches
-- -- - - .-
--
targeted to the individual: -*
GOVERNMENT TASK LEADER
Belen Rodriguez, Center for Beneficiary Services
DELIVERABLES
-.-. -.* CONTENT I FORMAT VERY.

ATE
-
Establish 1C Identify gppropriate site for IC Original + 3 copies Septemt

utilizing ~nfonnationobtained horn of draft to GTL
literature review .and environmental
scan in task order 000 1. Work with Original + 10 copies
identified personnel
.
to develop a of final report to
&ategy to form a ceiltralized'i~t6 . GTL; ....- . . -
knowledge, information
and technical .assistance to
underserved community groups
which interface wheneficiaries.
1
DESCRIPTION CONTENT FORMAT DELIVERY

I
DATE
IC Implementation Contractor shall submit a Original + 3 copies Drafl du6 March 28,
Plan comprehensiv2 plan for full .-
implementation of proposed
donnation dissemination activities
and information used tooutreach to
of Draft to GTL
Original + 10 copies
2000 I
of Final Report to Final Due
underserved Hispanics. The Gn, April 28,2000
implementation plan will address
all aspects of information "
dissemination and the prop&ed use
of tt.e IC to fi-State ~nformation
disskmination.
.. .--
. . .. .. .. --. .. . .--- -
.
-- --
..
.- y-- - .-.>-. . .
Identify and work with Work with community and Original + 3 copies Draft due
appropriate parties to academic personnel to develop a of Draft to GTL September 27,2000
establish an IC strategy to implement an IC to
provide information and assistance Original + 10 copies Final Due
to underserved Hispanic of -FinalReport to ~ e c e m b e29,2000
i
beneficiaries and the community GTL
group which serves these
populations.
-2..
Establish and Pilot Test
IC a community with Contractor shall k b l i s h and pilot Original + 3 copies
a HACU affiliated with
.,is->
test the IC at the appropriate site of Draft to GTL
a non-profit public id&tiGd using dormation
--
service organization. obtained from TO 000 1. Pilot Original.-- +--.-10 copies
i e ~ t i n f i i ~include
l full evaluation, of Final Report to
including performance metrics, that GTL
measure the effectiveness and
feasibility of such an IC. Testing
will include a full detailed report
w+jchinclildes suppo~ting . . :'
recommendations as 'to the --
effectiveness af such an IC. ..
. -- . - - .- .
All deliverables shall be provided in both hardcopy as designated and in electronic fc mat
KEY PERSONNEL in accordance with Section H. 1 of the basic contract
Project Director
--
Account Supervisor
Researcher
Media Buyer/Controller
Graphic Artist '
PERIOD OF PERFORMANCE %
- .
- - - ~eptkmber30, 7999 - September 2$12001
I
AMENDMENT OF SOLICITATIONIMC"'CICATION OF CONTRACT / l.CONTRACTIDCOpc I 1 PAGE OF P~I;ES
I t I L I
2 AMENDMENT/MODIFICATION NO 3 EFFECTIVE DATE 1 4 REQUISITIONIPURCHASE REQ ~ c ) I5 PROJECT NO 111 aDDllcao!*
000001 [ s e e Block 16C / 1 1
6 ISSUEDBY CODE IAGG/DPC 7 ADMINISTERED BY (Ifolherlhan ltem 6)
I
CODE I AGG/GEV
CENTERS FOR MEDICARE & MEDICAID SR GEORGETTE E. VLANGAS
7500 SECURITY BLVD. Centers for Medicare/Medicaid Serv.
BALTIMORE MD 21244-1850 7500 Security Boulevard
I
8 NAME AND ADDRESS OF CONTRACTOR (No. street, wunlry. Stale and ZIP Code) (x) 9A AMENDMENT OF SOLICITATION NO
.- -
9B DATED (SEE ITEM 11)
4002 Broadway
Sari Antonio T X 78209
.. 10A MODIFICATION OF CONTRACTIQRDER NO 1
-
y
500-99-0036 ..
0002 - - - ---- -el .. -- ..- --
10B DATED (SEE ITEM 13)
CODE
i
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:
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I FACILITY CODE I .--

. . .
- .. -
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11.. THIS ITEM ONLY APPLIES TO AMENDMENT OF SOLICITATIONS I
The above numbered solicitation is amended as set forth in Item 14. The hour and the date specified for receipt of Offers . .is extknded, is no1 enendea. . .
Offers must acknowledge receipt of this amendment prior to the hour and date specified in the solicitation or as amended. by one of the fo~~owind methods: (a) By completing
copies of the amendment: (b) By acknowledging receipt of this amendment on each copy of the offer submitted: or (c) By separate
letter or telegram which includes a reference to the solicitation and amendment number. FAILURE OF YOUR ACKNOWLEDGMENT TO BE RECEIVED AT THE PLACE
DESIGNATED FOR THE RECEIPT OF OFFERS PRIOR TO THE HOUR AND DATE SPECIFIED MAY RESULT IN REJECTION OF YOUR O7FER. If by vlnue of thls
amendment you des~reto change an offer already submitted, such change may be made by telegram or lener. provided each telegram or letter makes reference to the
solicitation and this amendment. and is received ~ r i oto
r the ownma hour and date swcified. . 1 .. -.~-
I
12 ACCOUNTING AND APPROPRIATION DATA(1f requrreUj ;., - --,
See Schedule \?. :.
I ..
.. 13.THlS ITEM APPLIES_ONLY TO MODIFICATIONS OF CONTRACTSIORDERS, 1 .. -
. ..
IT MODIFIES THE CONTRACT/ORDERNO.AS DESCRIBED IN ITEM 14. I
(X) . . CHANGE ORDER IS ISSUED PURSUANT TO: (Specrfy authonlyj THE CHANGES SET FORTH IN ITEM 14 ARE MADE IN THE CONTRACT ORDER/NO IN ITEM 10A.
]A. THIS
- ..-..:.-
7 :,u,r,,.
FAR 52.243-2 Changes - Cost Reimbursement IAUG ,1987) ~ l tI
0. THE ABOVE NUMBEREP_CONTRACT/ORDER IS MODI_FlEDTO REFLECT THE ADMINISTRATIVE CHANGES (such as changes ~npaymg off~ce.
I . . . . .. . %
--.-
appmpnalton dale, elc.)SET FORTH IN ITEM !4. PURSUANT..TO THE AUTHORITY OF FAR 43.103 (b). ...-
Ic. THIS SUPPLEMENTAL AGREEMENT IS ENTERED INTO PURSUANT TO AUTHORllY OF :
I I
D OTHER (Specrfy type of modficatbn andau(honty) 1
-
. .
- . . . ..: .
-E.- IMPORTANT
14 DESCRIPTION OF AMENDMENTNODIFICP-.-
ConIra~tor
.
,
J.
, is not. . . . ..IS requiredJo_signlh~s
-
.
.. ,.
document and return.
h-=~~~gs;~nclud~ng
' '^' ---'--
~ 2 . - Copies 10 lne +umg ofice
sol~cdaton/conlraclsublecl matter where feasrble ) . -- -
-.:
- --A --- --
I - - .& -
Tax ID Number: I.' 7

This is a no cost ~ ~ ~ - ~ L L c ~ L - L , z A ~o the task order.
See page 2.
.>>- - -
Ercecr as Drovlded here~nall lemlS and condllions of the document referenced In Itern 9A or 10A. as heretofore chanqea rernalns unchanqed and In full force and effecl
15A NAME AND TITLE OF SIGNER (Type or pnnl) 1 6 ~NAME
. AND TITLE OF CONTRACTINGOFFICER (Type orpfint) I
Denise He rera-Wieters, President
il 5 - -- MARY E. JONES
-- --
PREVIOUS EDITION UNUSABLE Prescnbed by GSA
FAR(48 CFR) 53.243
After two years of contract performance it is necessary to identify specific sub ks
targeted for completion under Task Order 0002 and temporarily holding hrtht fforts on
others. Therefore, Contract 500-99-0036, Task Order 0002 as modified is her further .
modified as follows:
--- --
The contractor shall continue with:.
Office Set Up
Medicare Basic Facts Brochure
- -
-.-.--
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.
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Newsletter (Fall and Winter Issues)
-- . -
. .
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The following subtasks shall be completed upon written directi06-from :the.f?r;
gfficer: -.
Press Conference and Grand Openings

Dissemination of New Materials
Pilot Testing of New Materials
Miscellaneous coordination, meetings, telephone calls, conference Is, etc.
. . - .--
. --a
The period of perfkiance for the completion of Task Order 0002 is hereby e nded
- through March 3 1, Mama_
Task Order 0002 Modi

Dec 04 01 02:38p Cuttlng Edge
I 1111 2
2 A M E N m l M O I x F K A n O N NO L EFFfCTlVE DATE a W U l Y l lOWlPURWSE R f 3 NO 5 * R M C l NO (i7 -Mi
000002 11/29/2001
Y SSUED OT AGG/DPC 7 FSLIIHISTERED I Y ( n o n l n man nem
mf [ $GC/GEV
CEKI'ERS FOR MEDICARE & ~ n r f ~ SR
f o G E O R G ~ EE. VL.RNGAS
ACQUISITION & GRANTS GROUP C o n t r a c t speclalist
7500 SECURITY B L M . Centers for ~ e d i c a r e / M e d l ~ a l Serv.
d
BALTIMORE MD 2 1 2 4 4 - 1 8 5 0
- 7 5 0 0 S o c u r ~ t yBoulevard
mail stop cz-21-15
Baltimore Mt) 21244-1850
8 -AND A O D W W W CONTRACTOR {No, mm %lo Um ZW CWsl
-
(a 9A *LIDJMIEHI OF ~ f 4 T l O NO
N
Cuttrng Edge Communications, Inc.

9 1 DRTEO ( S F I T W 1B
Attn: Herrera-Wlecers
-
Denlse
:
1
922 S. Alamo street -?
sari Antonio TX 7 8 2 0 5 - 3 4 1 9 x p u O B 1 C l U " O ~OF CON7FUCTIDRDGA NO:
-
.
.
y:--
.
.
.
. - .-
-
.
-.. . . .
.
.
-
.-.
.
. .. .. * . -
..
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--.-
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-
-500-99-0036
0002:.:- -
iw. 0 a ~(SE/TEU 13
-
.
- -
.
--- .....#
.-
I.
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-=
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-
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s
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CODE 1 F4ClUN COO€ 09/30/1999 -. ~-
11. THIS ITEM ONLY APPLES TO AMENOMEKT OF S M l C l T A T l O N S
See Schedule ....

13. T F @ ~ ~ E APPLIES
M ONLY TO MODlFlCATlONS OF CONTRACTSIORDERS.
IT MODIFIES THE CONTRACTlORDER NO. A9 DESCRIBED H ltEM 14
- A. TUIS CMWE O ~ m. ( ~ e - l r n ~
~ I SRI S S Uw%!iuru~ snFORTHIN mu 16 w WE w T H E C O N ~ U I C ~ W E NO
Cltw~Es R w IIEU'
.-
. .-
I
Period of Performance: o9/30/1999 to 06/30/2002

Mi.r 13 0 2 01: 1 9 p Cutting Edge 12101 2 2 6 - 6 8 2 7
I P-3
MGR-13-2002 13:45 pis 02218 O . a4 -
.
OF CONTRACT I ' CO"r"crmcOoc
AMENDMENT OF SOLICITATION~~P-31FltAnoN
2 AMePIDMENTlWJDIPIC&nONWI 3 E F R C I W E WTL
000003 See Block 16C 1 I
8 ISSUED BY ACC/ DPC ? MMU~ISTERKD BY (rl dwftun urn g CON IAGC/GEV
CENTERS FOR MSDICARE & MEDICAID SR GEORGETTG E . VLANGAS
ACQUISITION 6 GRANTS GROUP Contract Specialist
7500 SECURITY BLVD. Centers for ~ e d ~ c a r e / ~ e d i c aServ.
zd
.-BALTIMORE MD 2 3 2 4 4 - 1 8 5 0 - 7 5 0 0 Security Boulevard
Flail Stop C2-21-15
Baltimore MD 2.1244-lB50
Cutting Edge Comnunications , Inc . 1
1
98. DATED (SEE IrW I 1)
- - Attn: Denise Herrera-Wieters
-
~
--
. ..
-
9 2 2 S. A l m o Street
San - . M c ~ n i T_X.-78205-3419
~
-
.
.- -
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----
o
-- . ....
..
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t
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-
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-
] FACLIW CODE
:--
_=_
-
-X
'
IOA h O X J l F L t * T ~ O FCONIUAIX~RERNO.
500-99-0036
0002.- - ..
loe. ~ A T E ~ ~ S E EITEM 13
09/30/1999
~ . -
.--. -
.
- I ..
-=:,~ I .
:
--
-
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- .:
.
: . .-
. ... .-
-
-.- . -
---.
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11. THIS l t E M ONLY.APPLIES 10 AMENDMENT OF SOUCITATIONS
and W une0dm8nl.and LC r e a d U W lo lhwnmg how nnd dale speof~cd.

ral~ulal~on 1 --
-
12 n C M U N T f f i AND APPROPRUTIONDATAftfMOlaa)
See Schedqle ,. t
i
I
I . --
13.'tH\S ITEM APPLIES ONLY TO MODlflCATlONS OF CONTRACTUORDERS. 1
I T ' M ~ I F I E STHE CONTRACTIOROER NO AS OESCRIBED IN ITEM 14 1 . .
-IX) )A . SFORTH IN ltEU 14*aE W E IN WE CONTRACTORDERNO
THIS CHANGE ORDER IS 159UED WRSULhll TO. ~ & m c h ~ ~ f k C M A r r M6El N ITEM 1W.
period of performance through September 2 9 , 2 0 0 2

to allow the contra&or_to-cnqdete the follovlng
casks :
1
, ,..+?.... - -
1.
2.
Focus Group Testing o f all products
Pilot T e s t i n g
I
This i s a no cost modification to the contract..
Continued . . .
HE^ 13 0 2 0 1 : l S p C u t t l n g Edge
-
~
I - I
MOF o~FERoRDRCON~W~OR Cuccing Edge C m u n i c a c i o n a , Inc . I
I
ITEM UNIT PRICE
J 1 other terms and condit~onsremain the same.

-- -
beriod of Performance: 09/30/1999 to 0 ~ ~ 2 9 / z o o z

I. DATE OF ORDER 1 2. CON~RACT NO. (11any) 1 6. SHlP TC
I
3 ORDER NO 4 REQUlSlTlONlREFERENCE NO
0003 402-1-701004
5 ISSUING OFFICE (Address conesponaence to) - b. STREET ADDRESS
HEALTH CARE FINANCING ADMIN - -
AGGIDCATS, C2-21-15
BALTIMORE MD 212441850
I
Denise Herrera- Wieters

- -
...
-
c. cm
I
I I
d. STATE e. ZIP CODE
I
TO: 1. SHIP VIA
I
a. NAME OF CONIRACTOR
- . - --
. .- .. . . .. . .*. -7 --
... , .. .-. . . a. PURCHASE _---.. .- b . DELIVERY
. .
- .
.---
..-
c. S T K E Z i ADDRESS
4 002 Broadway
REFERENCE YOUR:
-. I .
h Except for blllmg tnslwn~onson the

reverse. lhts dellvery o m e r ~ ssuopc(
only of thls form and is issued SubjeG

'lease furnish the follomng on the terms and to Ihe lenns and condtl~onsof the
zndllions specified on both sides of lhis omer and abov~numberedcontrad
In the anached sheets. it any, ~ndudlngdehvery as
d. CITY e STATE f ZIP CODE ndicated.
San Antonio T X 78209 -
.-.- . -
--
.
9 ACCOUNTING AND APPROPRIATIONSDATA 0.REQUISITIONING OFFICE . .
15996747 7510511 2522 -.
.~:' -
-
11 BUSINESS CLASSIFICATION (Check appmpnate box(es))- .,
a. SMALL . b. OTHER THAN SMALL, J. c. DISADVANTAGED b. WOMEN-OWNED .. - ..
12,F.O B POINT
14. GOVERNMENT BIL NO. 15. DELIVER TO F.O.B. POINT 16. DISCOUNT TERMS
Destination ON OR BEFORE (Dale) - . .. . .. . -.
--- .-.-
13. PLACE OF
a. INSPECTION b ACCEPTANCE .
10/31/2001 Net 30
Dest inat-ion -Besti n a tion -
- -
17. SCHEDULE (See reverse for Rejectio

---.-
..- - -, ..--
ITEM NO.
la\
Tax I D Number:
SUPPLIES OR SERVICES
. . . . ~.. bq
,. .
QUANTlTl
ORDERED
(CI
-.: .---.--
.
TN , A I I ACCEPTED ---
...-
& r i 6 d of Perfbrmancet: 06/28/2001 -Eo
Pursuant t o t h e terms and c o n d i t i o n s of

k n t r a c t 500-99-0036, the C o n t r a c t o r
Zontinued . . .
18 SHIPPING POINT 19 GROSS SHIPPING WEIGHT 20 INVOICE NO
...+- - --
.--.. 17(h). TOT.
21 MAIL INVOICE TO (Con1
a NAME $0.00
SEE BILLING pages)
INSTRUCTIONS
ON
REVERSE
-
c. CITY d. STATE e. ZIP CODE i GRAND
Baltimore MD 21207-0520 $,43,708.95 TOTAL
22. UNITED STATES OF AMERICA ( 23 NAME flypedj

BY (Signature) MARY E. JONES
TITLE CONTRACTINGIORDERINGOFFICER
NSN 754041-152 8083 OPTIONAL FORM 347 (Rev 6/55,
Prev~oused~t~on
not usable ~rdscrtbedby GSA FAR(48 CFR) 53 213(e)
- I
ORDER FOR SUPPLIES OR SERVICE? PAGE 0-

. -
SCHEDULE CONTINUATION . 1 -
IMPORTANT: Mark all oackases
- and o a D. e r s with contract andlor order numbers.
, - ~
I
DATE OF ORDER I CONTRACT NO. (ORDERNO I
-- -
QUANlTR
ITEM NO. SUPPLIES OR SERVICES ORDERED
(a) (b)
la11 provide support f o r t h e H o r i z o n s

r o j e c t a s it r e l a t e s t o t h e Information
l n t e r f o r t h e Hispanic American
spulation.
3TE: This i s a Cost Plus Fixed Fee

ZPFF) Level of E f f o r t Task Order -'
-lan and Develop s p a n i g h - v e r s i o n of

.. -
REACH
001 Train-the-~fain~r.worE'Shop Modules
nd valuation Form.
- \
stirnated Cost I
ixed Fee
o t a l Cost p l u s Fixed Fee
-:1 f
$43,708.95
-
'he Contractor s h a l l acknowledge r e c e i p t

f t h i s Task Orderpby signing and
e t u r n i n g 2 T o p i e s t o t h e Contracting
lf f i c e r within 14 days, o f i t s r e c e f p t .
'signature) (Date) I
' o t a l amount of award: $43,708.95. .- 'The
, b l i g a t i o n f o r t h i s award i s sh& i n box
TOTAL CARRIED FORWARD TO 1ST PAGE (ITEM 17(H))

I
NSN 754041 - 1 52-8002 50348-101 OPTIONAL FORM 348 (REV 6195)
~rescnbedby GSA
FAR (k8CFRl 53.2131~1
Project Title: Plan and Develop Spanish Version of REACH 2001 Train-t he-
Trainer Workshop Modules and Evaluation Form.
-
./ I
,"I-{
7- ' r], ;;30
The period of performance for fhis task order shall be fiom u_ph
Phase I: Translate HCFA-approved REACH 200 1 Train the Trainer M- odu

I
estimated between 50 to 75 pages and submit to HCFA in the required forr
.. ..
. .. . . .
-.....To accomplish
. . ~. - - --
this, the contractor shall:
--- .-7
-- .
I
.
Convert the English-language copy'in<o simple,-kZiy to .und&

HCFA-approved Spanish-language for the Hispanic population
Review the Spanish version, proof and correct any obvious ern
Perform back-translation of materials for confirmation that the

clear and the ideas are effectively conveyed.
. -..-
~tdkge.consultationservices on an ad-hoc basis to assist with tl
execution of the overall task order. .-
. .-
.-..
,S&.mit to_HCFA for approval of content and use of the HCFA roved-. . . ...
. -. .?
Spanish Medicare terminology. HCFA shall provide the contr: r with a ....
- timely-and.written response to proceed with-P-hse 11. ...-

..
?
&&, \ ,,>:?LC
. .' " . .--
The period ofperformance,for this phase shall befiom b r c n & & m t ugh
.- .- .- -.---.-
--
-- .a,.
--
Phase 11: Prepare Train-the-Trainer wgrkshor, Modules

-- . . - -
Utilizing the HCFA approved Spanish Medicare terminology the contr, Ir shall:
Format & design the presentation by production of a Power Po

presentation including artwork, charts, photos, logos, and pro0 ;. The
contractor shall maintain quality control of training material de Ipment
consistently during this phase.
Submit finished Power Point presentation to HCFA for final aF
FJ
The due dote for this deliverable is &i+&-W 5,
Contract 500-99-0036 Task Order 0003 Page 3

Phase 111. Develop an Evaluation Form in Spanish-language based on the e
~-
English form.
-
The delivery dates associakd with this are:
..
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Phase IV. Analysis of the Spanish-version evaluation which includes

recommendations for improvement.
The deliverable associated with this task is a written analysis L

hard copy form.
2, i2 0
h-
The due' date for- this analysis is . , ....8: . .?!
In the perform%Z"of th'iS task order, the contractor shall provide continuous anh o
I
- ~ going
.. s y p o r t to include:-, -
---~
.. * -- . - :-- -
1. Providing advice and assistance for preparing and conducting training se'ssions
-
2. Participating in teleconferences with HCFA Project Officer regarding !e!hr iical
- --- - - issues
and policy + related to training worksbsps - A -1.;
-
3. Providing the final.Poye_rPoint presentation to Trainer(s) as directed 1
4. Providing revisions on Medicare Policy changes and updates as they k

available as directed by HCFA.
)econ by'^(
..T --
5. Providing status reports on activities completed during the p r e v i ~ um, ~lonth
HCFA Project Officer and HCFA Contract Specialist. This will be su.bditt
hard copy plus 1 electronic version.
.-- , ;'y
L
'
"'3
$!. "!
Due Dates: Ongoing through Qe&wdd, 2001. Status reportx sha
submitted bj, the I I Y ' ~of the month following the reporting pen od.,

All deliverables shall be provided in both hardcopy as designated and in electro format
--
compatible with HCFA's stand~dizedsoftware and systems.
Funds in the amount of $43,708.95 are hereby provided to support the contractc cost
proposal dated April 26,2001 as follows:
-Total Cost
_- - . C-
-
~-
. . 1; I j
a
.
-.. - - ....~ .. . . --- F i x d Fee .. -.- .
. - . =. _ . -. - ...-- .
-- .
/
.- ..
Total Cost p l u.-.s ~ i.G.,d.Fee $43,708.95 ' - .- .-- . .
. . ------
. .
-. .
The above calculations are based upon the contractor's project management pla .nd cost
proposal transmitted via facsimile on March 23,2001.
KEY PERSONNEL: (In accordance with Section H. 1 of the basic contract)
Project Director +.dm.

Account Supervisor ..
Translator -
Graphic Artist
--..-.-
.4,-.#&.-
. .. . . -. .
PERIOD OF PERFORMANCE . . -
-4\ L,&
I -1
. .-: - :::;; ;
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The period of perf~rmanceshall be fiom 3 ~ + 2 + B M t h r o u g h W e r - 3 1 ;201
*--.a

Attachment A: Statement of Work
Year 2001 National Medicare Train-the-Trainer Program (Spanish V ~ ion)
I
-I. Scope -
- A. Background - .
-
The Balanced Budget Act of 1997 (BBA) implemented the most significant changes o the
Medicare program since its inception. Its legislative provisions included introductio of the
Medicarechoice program and the requirements that the Health Care Financing Adr inistration
(HCFA) conduct a national information campaign to educate beneficiaries about the health
- --
insurance options, Medicare benefits, rights a~Ydprotections, and other aspects of the
program, mabung ihem to make m_oEinformed health care decisions.
- - -
*
z --I
Medicare beneficiaries often receive information and assistance from others&ich~

---
Medicare
- :* ..
--
e will refer
.
. --.
..
-.-.
.
..
to as information intermediaries. These information intermediaries include: HCFA 5 3ff, ..
caniers, intermediaries, State Health Insurance ~ssista&ePrograms (SHIPS), advoc :y groups,

employers, Peer Review Organizations (PROS), community-based organizations, cal gwers, and
others. Many of these information intermediaries conduct information campaigns, g nerally in
the fall of each year, just prior to Annual Open Enrollment.
For the past 3 years, HCFA has contracted to conduct train-the-trainer workshops in tl 1
Regional Office (RO) d i ~ sassisting
, these information intermediaries in their effon:s.
- provided consistent up-to-date materials and presented them in 2-day sessions durinl
.- months. For the past 2 years, HCFA 6entral Office (CO) has provided logistical sul?P
-Thesetraining sesshns..have.been extremely well received; the registrations for the 20
sessions indicated that 73% of the attendees did indeed use the training materials in their
-informatiomampaigns: - -- - : ---. -
.. .- - -^ _
.-.r
While the current and previous training modules and workshops have been conducted in English,
HCFA recognizes thilthe beneficiaries it serves are diverse culturally and linguistically. As a -.
step toward Geeting the information needs of its diverse populations, it is developink one or .--. .
-. , -.-- .. .. ..
more of the inoduks in-'Wnish.' T h e Spahish translati'& o f - ~ ~ ~ ~ - a ~ ~ r o v e d ~1 ,~ ~-
~ C &..- 2 , 9.. 0 .
materials will represent a skparate contract.

. -- . . - -~. -
.
. .
. . ..
B. Purpose I
This national training effort has become an important component in HCFA7sinfomAon
campaign. One of the critical aspects is training on Medicare program updates, since legislative
changes often effect the program dramatically. It is essential to provide ourpartners! and
information intermediaries with consistent current training materials; these workshops offer that
vehicle. Through these partners and information intermediaries, HCFA broadens the circle of
the beneficiaries it can reach with reliable accurate information, enabling beneficiaries and those
who act on their behalf to understand their benefits, rights and protections, and m a d informed
health care decisions.
Version: 0212 112001 1

I
The goals of the National Training Program for 2001 to support information interm iaries that
s e b e the Hispanic and/or Spanish speaking population are:
- To promote-a consistent, national Medicare program training message for use ir ducating -
beneficiaries about their health care choices, benefits, and rights and protections
-. - -.
To provide timely training, including Medicare program implementation update for HCFA
staff and representatives of HCFA's agents and partners nationwide with the res msibility
for beneficiary education-&d assistance;-- -
To provide participants with education and training materials for use in training elivery
- . . -
-- -..
. . ~
within their own organizational networks &d for beneficiary outreach .purposes
..
...
-
. -. .-.
-- . .- A .
.. .-.-
-- .-~6'im~r&e the training skills of;';iormation intermediaries; and___

.
. . . .. -
11. Requirements ..
. .
A. Requirements
The Statement of Work provides both general and specific requirements which the ( ntractor is
expected to accomplish to meet minimum contract needs. Independently, and not a in agent of . .. - -
.-.-
the Government, the contractor shall furnish necessary services, qualified personnel naterial. -.
.~
equipment and facilities;- otherwise provided by the Government, as needed to p form

- Statement of Work. -
Under the direction.afl.he.pr.~jcct
officer (PO), the contractor shall furnish support !
needed to plan, develop, and implement successful training workshops.
- :. -- . . -~. .
...
---.-
, . .A-
B. Tasks to be completed
The contractor shall pfovide advice and assistance for preparing and conducting tra ing
sessions. Con'tiactor shall confer with PO (and other HCFA staff) to understand tee nical and
- ---- *policyissues related to theAtraining workdiiips. The contiactor shall maintain ~ l a s e - .- -. ...-- -. . . -.-.
informational and directional liaison with PO. This Scope of Work will focus on th~ ranslation
of HCFA-approved REACH 200 1 Train the Trainer Workshop Modules from Engl I into media
Spanish using HCFA-approved Spanish terminology.
G:Horizons\statem-5.doc .. Page 2
Version: 0212 112001

Translation
Preparation - -
The contractor shall:
-- 1. Translate existing HCFA-approved REACH 200 1 Train the Trainer Workshop 4odules into
media Spanish for training on basic Medicare program information. The contri :tor shall use
HCFA-approved Spanish Medicare terminology.
2. Prepare individual sets of training materials (1 per registered participant and 15 overflow
sets, for a total of 800), to include all supporting materials for training (i.e., han outs,
diskettes, and CD-ROMs).
3. Secure storage space for training material; shipped prior to training sessions.
. . . 4.. 'Perfom quality control of t r a i i materials-before
~ shipment.
. - - - 4: ' participate in regular teleconfer'ence calls. ... .. - .. . . = ! . - . . . .. --
. < . =- z .=
Operation . . . .

1. Format translated training module into a PowerPoint presentation with speaker' notes in
Spanish, following appropriate style guidelines.
2. Provide electronic PowerPoint presentation to designated representative for pro uction.

.... --a?
2' \ .
3. Provide revisions towining materials through life of the contract.
- - -
4. Provide status reports on a monthly basis; notify PO as soon as possible should t appear that
a deliverable wilL.be.late, -. . . . .: . = -:
...
Post- Workshop Activities - -- - , .-

I : _ _

1. Develop Spanish evaluation form based on existing English version evaluation >rm.
2. participate in pos~-workshopevaluation efforts. -
. . . .
3. provide iepoG of. .analysis
Improvement :-
of Spanish-version . evaluation,
. . . . . . . . . . . .
., . . ...- -to include recommem Rions for
,-
....
I r
--
. - - -. -
-
.
111. Deliverables
Translation I
HCFA-approved REACH 200 1 Train the May'15,2001

Trainer Modules translated .- 1 .
HCFA-approved REACH 200 1 Train the , June 1,2001

~rain'erModules formatted in training format 1
Evaluation Form I June 1,2001
1 Report of Evaluation ..... .- 1 September 30, 2001
IV. Level of EffortIPersonnel Resource Requirements
G:Horizons\statem-5.doc Page :
Version: 0212 1I200 1

The contractor shall propose staffing and key personnel as appropriate. Staffing st ould be both
culturally and linguistically competent.
1
Level of Effort: 1,600 hours
September
Period of Performance: April 1,200 l ~ h r o u ~ h 30, 200 1
Government Task Leader: Jgnice Adarns-King, 4 10-786-8354
G:Horizons\statem-5.doc Page
Version: 0212 1 /200 1

p p p p p p - - - -
CENTERS FOR MEDrCRRE & MEDICAID 5R I GEORGFITE E . VLANGAS
ACQUISITION & QWINTS GROUP
7500 SECURITY BLVD.
BALTIMORE MD 2 1 2 4 4 - 1 8 5 0
- - -
Cutting Edge Cormnunications, Inc.

pttn: Denise Herrera-Wieters
9 2 2 S . Alamo Street
San Antonlo TX 1 8 2 0 5 - 3 4 1 9
See schedule L
13. TMJTEM APPLIES ONLY TO MOOlFtCATlONS OF CONTRACTSIORDERS.

IT MOOIFIES THE CONTRACTIOROER NO. AS OESCRIBED IN ITEM $ 4 .
(9 A. TuLS WwFC ORDER IS ISSUED PuASulvrT TO. ~ r ) . ~ r n c l r y l T k F C H ~ G E s S € T IN IW16 ME WOE m MECON~WICTORUER
FORTH NO. IN I
'- 8
Tax ID umber: 7:+ .- -- -

-. A _ _ - ., - The purpose d f -,..-, . .
.icm is?to
..
extendihe
.--
...... -.
period of performance -through March 31. 2002 to

enable the contractor_-tocomplete the work as
stated on page 2 .
! Perlod of Performance: 06/19/2001 to 03/31/2002
I -a
IUA
qm-aea Y W ~ .ou (OW SM
NWE AND nTLc oc 3 l O N C R ~ l p

orpm)
~
enma- olrm oavmaw r@emnnQ v, rlrm 9r or qO& 8s w o r n crwpe. mnmnu uryyngoaB
( 164 NAME AM
MIdU~kwcr m a Urn
TITLE OF CONTRACT IN^ OFFICOP ~ e orp+

s
UTE SIGNEO
dark all packages and papers witl: ,&tract andlor order nun ers.
I ER 2. CONTRACT NO. (If
any) 6. SHIP TO:
,001 500-99-0036 a. NAME OF CONSIGNEE
<NO 4 REQUlSlTlONlREFERENCE NO
i 4 See Schedule I
." SUING OFFICE (Address conespondence lo) b. STREET ADDRESS
;
i' :ENTERS FOR MEDICARE & MEDICAID SR -
j ACQUTSITION 6 GRANTS GROUP
7500 SECURITY BLVD. '
BALTIMORE MD 21244-1850
I
c. CITY d STATE e. ZIP CODE
7 TO Denise Herrera-Wieters
--
.--
f. SHIP VIA
I I
a NAME OF CONTRACTOR I
Edge CofilIjnic,ations, Inc . - ...
Cutting
M M P A M Y W M E - - - - -
-,
-
_ a PURCHASE
. - - #
8 TYPC OF ORDER^
,
C 2- -
D DELIVERY
*
----
_ . -.- 1
-
II
_ ,
.
c. STREET ADDRESS REFERENCE YOUR:
4002 Broadway .' I
Except for b~llmgmstructlons on the
reverse thls dellvery oroer 1s subjec:
to 1ns1rucItonscnntalneo OP lhts s ~ d e
only of lhls form and IS lssuea subject
Please fumlsh Ihe following on the terms and to the terms and condmons of the
conditions spenfied on both sides of this order and abovenumbered contract
on the attached sheets, ifany, lncludlng delivery as
d CITY e. STATE f ZIP CODE indlcaled.
San Antonio TX 78209 I 1 . . .-.--
9 ACCOUNTING AND APPROPRIATIONS DATA 10. REQUISITIONINGOFFICE
--a
See Schedule f
A
,z
,
11 BUSINESS CLASSIFICATION (Check appropnate box(es))

a SMALL b OTHER THAN SMALL - -J-' c DISADVANTAGED d (WOMEN-OWNED
12 F 0 B PO~NT
14 GOVERNMENT BIL NO 15 DELIVER TO F 0 B POINT 16 DISCOUNT TERMS
Destination
-
1I
ON OR BEFORE (Dalel
13 P U C E OF
.,*- c,*. ,'r
a INSPECTION I b ACCEPTANCE See Schedule Net 30

Destination. 1 Destination -- - I ,. --
, C I &
17. SCHEDULE (See reverse for Rejecbons)

QUANTITY UNIT QUANTITY
ITEM NO PRICE ACCEPTED
(el
Tax ID Number:
I-
PLlrsuant to t h e ~ r ~ l t t~ b I L of
U V I I U L ~ ~ O ~ S
Icontract 500-99-0036, the contractor

. . -
Ishall provide support for the H ~ r i z o n s
l~rojectas is relates to the attached
(statement of work for the Hispanic
Continued . . .
18 SHIPPING POINT 19 GROSS SHIPPING WEIGHT OlCE NO.
, ?
.* -,
21 MAIL INVOICE TO
a NAME
SEE BILLING
ISTRUCTIONS
DHHS,HCFA,OFM,FSG
ON
STREET ADDRESS (OrPo Div. of Financial Operations,
P.O. Box 7520
?€VERSE
I c CITY

BY (S~gnature)
Baltimore
d. STATE
MD
e. ZIP CODE
21207-0520
23. NAME flyned)
MARY E . JONES
TITLE CONTRACTINGlORDERINGOFFICER
$599,317.00
1 GRAND
TOTAL
'sN 7540-01-152-8083 OPTIONAL FORM 347 (Rev 6\95)

revlous edltlon not usable ~rebcnbedby GSA FAR(48 CFR) 53 213,e)
Sep 27 01 0 2 : 5 2 p Cutting Edge (2101804-0136 P. 2
SEP-27-2001 16:26 HCfR 0% 41078697 P.031,17
----
ORDER FOR SUPPLIES OR SERVICES
-
SCHEDULE CONTINUAVON
IMPORTANT. Mark all cacmages and owrs rn* mnhad meor mer numom
OaTE OF OROER I C O N T C U T NO
bwrm
ACCEPTED
- 101
Period of Performance: -09/26/2001 to

09/25/2002
Requisition No: 4 0 2 - 1 - 7 0 0 9 0 6 .-
Accountir g InEo;
15996716 7J10511 2522 - -- . _-
.
.-
.
. . -. - .. .=.
. .
. ..
J R e q u u i L i o n No: 0 0 8 - 1 - 7 0 0 4 0 3
i r g Info :
~ccount . .,
15992831 7 5 X O S l - 1 2522
Estimatec. Cast
F i x e d Per:
j7y
Total C o r . t / ~ i x e c iFee $599,317.00
,.?,j8
The Contlactor shal%&cknowledge receipt

of t h i s l'aak Order by"signing and
r e t u r n i n ! , 2 copies co the ~ o n t r a F ~ i n g
Officer w i t h i n 1 0 day3 of its receipt.
. . .-,<-;-r,% . ..-. ... . j
'1[si,atu,:e) . . . . Date
. -
-. ____ _ .. . -
, > .~.. . .
.,.
.. - _--
The period of performance shall be from
S e p t e m b e ~ :26, 2 001 chr.ough Septwber - 2 5
)obligation for t h i s award i s sham in box

STATEMENT OF WORK
Hispanic American Contract
A. BACKGROUND -
Hispanic Americans/Latinos comprise one of the fastest-growing segments of tl

population, though there are many distindsubgroups w i h n thls population inc
- -- - - -
-variety of linguistic issues. This diversity makes it difficult for Hispanics to ob
ir&rm&m arid navigate the Medicare and ielated programs effectively. CMS.
many other government agencies, has struggled wi'th the challenges of e ~ u r i r i g
Hispanics, especially those & the neediest segments of the population, are able
access and utilize information about the programs it administers. Some work h
already been done to identify key demographic and cultural characteristics 0.f tt
Hispanic population. However, this research relied on pre-2000 Census data, a:
to be updated with current statistics.
CMS continues to strive toward: 1) providing Hispanics with culturally and - ._ --

linguistically apprqxxate information, and 2) improving access to health care a CMS .-.a
program information, especially to Hispanics facing the greatest bamers to accc

-
--- -
The of this task order is to further the Horizons Project relativeto the I spmic
community by taking existing Medicare + Choice and related material and ensL ng that
the information isprovided in a linguistically and culturally appropriate manne
The contractor shall build upon the work that has been done to develop and :st
.-.. -
strategies for reaching Hispanic beneficiaries about CMS programs, includi J
~ e d i c a r e / ~ e d i c a r e + ~ h o ithe
c e ,Medicare Savings Program, and o ~ e de:
p loped
under the first phase of the HORIZONS contract. The contractor shall test 2 d
improve information dissemination strategies, providing CMS with
commendations on: 1) who or what would be the best agent or medium tc leliver
the information; 2) when would be the best time to provide the information
3) where CMS should place the information to best reach particular membt 8of the
Hispanic population; and (4) what information should be adapted or transcr ited.
(Note: "Transcreation"Tn this context is the process of determining the suit d i t y of
a message to a targeted population facing cultural and linguistic barriers, a1
500-99-0036 TASK ORDER 0004

transferring the concept in that message, not just into works, in an appropria
idiom, tone, and graphic look to a suitable communication medium.)
- -
The contractor shall focus on the information needs of persons who are entit 1 to
Medicare, or who might be eligible for benefits. The contractor shall consid a
variety of communication channels hcluding, but not limited to: print, face- -face
interactions, video, Internet, 1-800-Medicare, public service radio andlor tel, ision
announcements, andlor paid advertisments.
- -
- - ---A.-Specific Tasks ---7
1.Develop a Pi-oiect Plan
The contractor shall develop a comprehensive Project Plan that integ tes
the tasks defined above, and describes any proposed activities and ac .esses
all aspects of the development, testing, packaging, distribution and
evaluation of materials. The Project Plan shall consider the
implications/consideration of CMS' Central and Regional Office sta. other
contractor?, service partners, representatives of outside organization! md
advocacy groups. The contractor shall develop a communication pls to
ensure that CMS staff and partners are informed on all aspects of prc- ct
activities and materials so that knowledge transfer occurs. After CN
r e v t e ~ a dapproval, the contractor shall implement the Project Plan
Communication
. Plan as approved. --~-
.
- - d -- -
The contractor shall submit the draft plan within 15 business days af - the
post-award meeting. Withn 10 business days after receiving the dre CMS
project staff will review and discuss the project plan and discuss any eeded
modificationswith the co~tractor-NQ-laterthan 5 business days i f t c :hese-
diicussioiis, the contractor shall provide a final project plan incorpa ing all --
the agreed-upon - changes, to
- be used by the Government and the con lctor
to monitor contract progress. The project plan shall include a descri on,
timeframe, personnel and other resource requirements (including thc se of
any subcontractor), the respective roles the contractor and CMS proj .t. .
.
staff,
-
assumptions, and constraints for each task and subtask.
Draft due: October 5, 2001

Final due: October 15, 2001
TASK ORDER 0004

2
.
2. Materials Development Production and Clearance
The contracto~shall be required to produce a variety of CMS health md

program-related informational and other materials targeted to the H panic
population, so that CMS will be able to provide its customers with c lturally
appropriate information that is readily usable and understandable.
- - -
_ --
-
-
clr _- - - The adaptation or transcreation ofmaterials should consider: low lit
- - in- the
income levels - - target population l a r i g u i g e ( s ) ~ c a ~ ~ v e r ~ ~ J i ~ i ~
- with the English language]; and the perceptions, needs, and wants o
Medicare population whom CMS serves. - .
The materials include, but are not limited to: pamphlets, brochures,
handbooks, videos, posters and public service announcements. If a1 ropriate,
the contractor may be required to develop materials in formats not s eci fied
above for use in non-traditional channels. The print materials shoul be ... - ..-
produce&&.electronic versions in CMS standard formats (i.e., Micro! oft

I
--
Word, Excel. or Powerpoint). All print materials developed shall be r rovided
in camera-ready and electronic (if appropriate) medium for delivery t CMS. , - .
The 6Z~rai3or3hallconduct focus groups and/or cognitive testing on the =
- adapted or transcreated material, and apply other ap~ropriatesocial n arketing

research tools to assure that CMS7customers canunderstand and ren ily use
the information.
"Development will include: 1) CMS subject matter expert and 2) trans

- reviews (which-may or maynot be concurrent) of initial and subsequl
drafts.
-- - - - - -
Each information product will be pilot-tested to determine appropriatt
I
communication/disseminationapproaches. Appropriate clearances anI d
approvals shall be obtained prior to starting any pilot test effort. Pilot test
I
protocols shall include performance measurement strategies to determ
.- -
whether accessibility and usability have improved. .__.. . line
Due Date: TBD
TASK ORDER 0004

3. Test targeted strategies for ~rovidinginformation to the Hispa -C
population, focusineon the information needs of Medicare benefi aries
andlor those individuals who may be elieble for Medicare.
-
a. Validate/make new recommendations for roadmaps identifying

and informal channels for~rovidinginformation to CMS custor
..
- - .- within the targeted popula&m.
* ,
.
~
-
---
. ~
...
---
- -
-
- . ... -.- -..
.-
-. * - .
..
-..
. -.
.
. - ..
The delivkrable associated with this'tas* is a feport-identifiing72

material'te~ed,test results, and recommendationsfor m a t e ~ ~ a l '
improvement (if necessary). ..
This deliverable is due 10 days after the test was conducted
b. Focus test and evaluate final products to assure that the channels
are appropiate and reach CMS' customers within the targeted pop^
a
The deliverable associuted with this task is a draft test package co
the material to be used, identification of the location of the testfa
daG 5TtAe t&t, and recommended protocol for testing.
--- -
This d&iverkblc is due 10 days prior to the actual tesL . - A
-
c. Based upon the findings of the final focus test make final
recommendations on the sontent, natu.re, graphc design, number01 equired
vzkiatiois, etc, for culturally appropriate CMS and Medicarel~ehta
information. -
The deliverable associated with task is a written report offinal

recommendations addressing all of the recommendations.
his deliverable is due 10 days after the test was conducted--..
TASK ORDER 0004

4. Expansion of Network Resources
The contractor shall validate the existence of the current network res mrces
and continue to develop: 1) key community partners within the targe ed
Hispanic population at the national and local levels, and 2) cornmuni :y-level
coalitions to facilitate strategies for outreach, education, communica ion and
marketing.
.
- ---- The deliverable associated with this task is a series of interim repor ts to be-
-
-
-
-
- - included as a p o r h of the MoPrthly Report, as well as an appendi :in the-
-- -- ---- .. ..- -.- , ..
final deliverable
-
report.
*- ---> -:: . . .
... . -
This deliverable is due: Monthly, as part of the monthly report
5. Conduct ongoing environmental scanning to identify, research - and

report on factors that update CMS' knowledge of the demograpl &
characteristics of the Hispanic population, relevant to the goals ( f this
proiectk:.
The contractor shall csnduct research and environmental scanning tc

CMS' current data on the Hispanic population. Particular emphasis
be-'pkecfon-factors that could affect access to information, such as:
identification of effective information and outreach
---- strategies for the
Hispanic population; assessments of information resources;.and --
identification of information dissemination strategieslopportunities.
Research should include demographic elements reported in the recer tly-
completed Census and other data sources, for example: statistics on he aged
(65 and older) segments, income levd%disease incidence and healtl
disparities, and geographical clusters, to name a few. The co-ntracm shall =-
periodically
- -- - an
report - -the -results of this work.
The deliverable associated with this task is a series of interim repo,its to be

included as a portion of the Monthly Report, as w e i as an app&di!s in the
final deliverable report.
..-
his deliverable is due: Monthly, as part of the monthly report
TASK ORDER 0004

6. Executive Presentations
- -
The contractor shall prepare and deliver a total of three to four ex1ec
level presenktions at CMS Central Office in Baltimore or at the a I
Washngton, DC office as required by the CMS project staff. Thi
include development of briefing materials and supporting
appropriate. (To be provided in hardcopy in sufficient quantity for Lll
- attendees .)
-
-
:
.
-
-.. -.
'
..
- .-
' -
'
In addi'tiogthi contractor may be expected to attindatld support 4bq.8 ." - .
=TI
additibnd 'me&gs over the terms of the contract for workshbp;, 'j; .. ...
-
. -. .
conferences, etc, related to the project. - -
Due Date: TBD
7. Reporting: Requirements
0' <
The con&ctor shall provide the deliverable~identified in the schedule of

Deliverables. All written documentation shall be delivered to the SOIGTL
via two (2) hard copies in addition to an electronic file via E-mail dlr a 3.5
in~K'dBkCtt&,"in accordance with accepted CMS standards. All deliverables-
-- - and shall kecome
will be accepted subject to the approval of the POIGTL,
the of the Government upon delivery. The Government &iy ==
modify andlor use the products in any manner it deems appropriate.
.-
The contractor is advised that public release of any fmdines prkduced
in the course-of-thistaskorder musthe approved in writ in^ bv \he
."'
prbiect Gaff and the Contracting Officer prior to its disse:watii'ori?-
- - - - -
8. Schedule of Deliverables
DescriptiodTask
Number
Due Date Distribption /
I
1 ' Original + 10 Lopies to

#I : Project Plan
#2: Materials
Development
- -
I Draft: October 5,2001
Fina1:October 15,
2001
Draft: TBD
Final: TBD
GTL
Original + 10 copies to
GTL
, #3: Test ~arge*ea
500-99-0036 TASK ORDER 0004 1 8

I
3a. Test Result Rept. 10 days after the test Original + 10 dppies to
3b. Draft Test Pkg 10 days prior to test Original A 10 &pies to

day GTL j
1 3c. Written Report .of 1 10 days after the test ( Original + 10 to I
Final Recommendations
I
1 GTL I
..~ - - - .
#4: Network Resources Included as a portion
o f - h emonthly report
Original + 10 dppies to
GTL
1
.~ - - - - - .~
.
--
.. - -. .
- - - .
. ..
-- ' #5: Environmentalz---
. -
.- .-
.- Scanning _ - -- ----
--
~.
....
-
As directed by the
.. . To be determin'ed -. -
Presentations POIGTL
Contractor Self Quarterly; dates to be Original and 19 copies
Assessment established. to the Contracting
Officer
9. ~ i k e c t o Requirements
r
The contractor shall fulfd the following administration

.J-uhements in addition to the above stated task requiremepts.
~ -
A. . Postaward meeting.
The contractor shall meet with CMS project staff at CMS ~ e n t e Office
f
idBaltimore, Maryland within 5 business days of the task order award.
The purpose of this meeting will be introductions between the CMS and
contractoi~rojectstaff, detailed feGew and discussion of-the cuh*a~t -
requirements, and for CMS to provide the contractor with back&-ound
mateFial incltldingprevious demographic reports and materials rklating
to the ongoing HORIZONS project. The contractor shall provide a
written report of the discussion and decisions reached within 3
government business days of this meeting.
B. Weekly status meetings. .-_.. . ~

Beginning with the sub&ssion of the final project plan, the conkactor
shall meet with CMS project staff on a weekly basis, in person dr by
telephone, on a mutually
.- . agreeable day of the week, to discuss
accomplishments and project status. Within 3 business days of gach
meeting, the contractor shall prepare and submit a written report of the
discussion, action items and any decisions reached.
TASK ORDER 0004 1 9

C. Key Personnel
The contractor shaltprovide project staff with the appropriate skill u-ld
experience required for these tasks. It is expected that the contract( staff
shall demonstrate skills in performance measurement, quality impr 'ement
techniques and strategies, and the collection and use of market rest ,ch
along with basic knowledge of the Medicare program.
- -
.---
..
.-.
--
- - -
. -
.
. - .
-
.
- -.
- -- ..
1-1.Government
.
Property
- .
. .
-.
. . .-
. - - - . .-
..
All materials aiid products produced in the performance of this tasE ordde
. . . .. . . I
ke th.e.
- s -.- i
.
' exclusive property of the Government. The contractor shall not utilize a of the
materials or prbducts for private ventures or public dissemination with01 the
prior written consent of the Contracting Officer.
12. Period of Performance

L,
The period of)erformance shall be 12 months from the effective date 01 le task
- order. . . -
- . ..
fl - .=.--
c:=s.-- - --.-
..
TASK ORDER 0004 10

I
JLIN-20-2002 12:22 E 3 a2218 P.83,/a5
I 111 1 2
I UIEYOUEKIlM001FIC*TIbH NO 13. EFFECTIVE DATE 4 REOU1SITWNIRIRCIUSE PEO NO IS PROJECT NO In WPVIM)
I 1
CEHTERS FOR MEDICARE & MEDICAID SR GEORGETTE E. W G A S
ACQUISITION h GXANTS GROUP Concracc Speclalist
7 5 0 0 SECURLTY B L M . Centers tor Medicare/Nedicald Serv.
BALTIMORE HD 21244 - 1850 7500 Securlty Boulevard
- - -
Mail Stop C2-21-15
B a l t ~ m o r eRD 21244-1850
0 NAN€ A N D ADDRESS OF CONTRaCTOR (NO 1m.l cm#W S1110 W ZIP Cod.)
- (x) OA PY&NmJLNT0 s SOL(f(lA1IOIJ NO
Cutting Edge Comunlcations, Inc.

Attn. Denlse Herrera-Wieters
9 2 2 S . A l m Street
98 W E 0 (SEE ITEM 111
I
San Antonio TX 78205-3419
See Schedqle
13 '%#SITEM APPLIES ONLY TO MaMFlCATlONS OF CONTRACTSIOROERS. 1
IT%QDIFIES THE CONTRACTIORMR NO. AS DESCRIBED IN ITEM 14 I
X I Ir THIS CW-E ORDER IS ISSUE0 PURSUANl TO. (Spec+ u M n y JTHE-CW6ES 9E1 $OATPI IN mU14 ARE W O E IN THE C O E m U C l ORDER ND IN I R M 104 . - ..
rl
U
0. THE A8OVE NUWERED COHTPACTmRWR IS UODlFlEO TO REFLECl THE I O h l I ~ M CWNGE3
E (mole~m-1 m0.m e m . --.
. . . . . .. . .:.-
0 '' wmwxuranmm. a c j 9 E T F O R T ~ & ~ T & ~ ~ : ~ . U R ~ ~ ~ K T T O THS AuTYOC(INOF I*R 43.10) (01.
C TWJSSUPPLEIWNTAL AGREEMENT 15 ENWR€O INTO DURSUANT TO AUTHORITY OF . 1
Tax 1 ~ ~ w ~ b e r 1,4
:
,,' - I
The purpoee of ,,;,;-A,;-- is d o extend 'tlle
period of perf ormance.~throughSepteinber 25, 2 0 0 3
to allov he contractor to complece the.efforts
delayed by the Government -at-no additional cost.
A l l other terms and candltians remain the same.

Continued ...
PI)EVlbVf EDITION UNUSABLE

CONTlNUATlON SHEET 1 REF rm ,OF DOC. BEING CONTD.
- -
ITEM UNIT P
NO.
(A)
NSN 754041-152-8067 OPTIONAL FORM 336 (4-86)

Sponsored by GSA
FAR (48 CFR) 53.1 10
000002
6 ISSUE0 B Y
CEWL'ERS FOR HED'ICARE &

ACQUISITION & GRANTS GROUP
Jsee lock 1 6 ~
am ( A G G ~ D P C
MHDfCAID SR
7.ADMHlSTEAEO 81 (novwYVuf7 U ~ W0)
GEORGETTE E. VLAMSS
Contrac~S p e c r a h s t
I
I
1
-I
I
[AGG/GEV
7500 SECURITY B L M . Cencere f o r Medkcare/Medlcald S e w .

BALTIMORE M D 71244-1850 7 5 0 0 Securlcy Boulevard
- -
Mail Stop Ca-21-15
-
I
Baltimore XD 21244-1850
I
8 NAME A N D AOWESS OF CONT(UCTOR(M. aIPCU mm\r, SUU aM ZIP CDdJ ( x ) ¶A AWNOUENT OF 5 0 L I C I l A T NO
~
I
Cutting Edge communice&iGns, Inc.
Attn:'~eniseHerrera-Wieters
922 S. Alamo Street
-
_-
~ ~
. ~. - -.
. .. . .
_ . f . ~.
. . ..
:
. . -.
._ -- 8 ~
CODE - ~FACILIN-~UOE 1 109/26/2001 1

I' THIS ITEM ONLY APPLIES TO AMENDMENT OF SOLICITATIONS
See Schedule I
i
PREVIOUS EDlTlONUNUSIBLE
Jul 08 0 3 12:04p Cutting Edge
'JUL-88-2003 07:27 318
. . Page 2
C o m t o r : Cutting Edge Cammunrcahaas
Contract #: 500-99-0036 I
Task Order #: 0004
Modification#: 000002 - -
I
Duc to numerous @vemment delais and related dcpendenues within the contract
Contract #: 500-99-036, Task Order 0004, as modified. is hacby further modified to
dt,
reflect the f o l h ~ n g
changes:
I . Delete t b c current M~eduleof Delwrables.

2. Insert the following:
- -- -.
.
.-
--. . .
.
....-
s -
-- . . . - - i
Deliverable . f Description - - ' - 1 z.--Date - 1:.
-._-. -. .
- -?
'
Product & D4ssenlination lncludes subtasks 1 06/02/03 - 08/29/03 '1 .. . -

strategy testin ..
bpdsted Dern&raptue Targeted and National July 18,2003 1
I I format 1 I I
Testing Report October 17,2003 I
HORIZONS products Revisions to reflect testing Ongoing through ~ugustl
*, ,,>
%.
rcsultslupdate 2004
15" of each month
I
I
L
- Monthly report . ,
* I
3. This is a no cost modification to thc contract. Funds remaining are sufficient to . . .. .
compiete.lhe.abaw.
*,:*'
ORDER F" 'ISUPPLIES OR SERVICES / PAGE OF DACE:
IMPORTANT : Mark all packages and papers witfa-antract andlor order numGrs. 1 C
1 DATE OF ORDER 2 CONTRACT NO (If any) 6 SHIP TO
3. ORDER NO 4. REQUISITIONIREFERENCE NO. N/A

0 00 5 402-1-700909
5 . ISSUING OFFICE (Address correspondence lo) b. STREET ADDRESS I
CENTERS FOR MEDICARE & MEDICAID SR - _
7500 SECURITY BLVD.
BALTIMORE MD 21244-1850'
c CITY d STATE e ZIP CODE
7. T O : Denise Herrera-Wieters f. SHIPVIA

a. NAME
- OF CONTRACTOR
. -
-
- ~-
I
:
Coriini~igatdoris, Inc .
Cutt~ing,~ d % -. . . - a. TYPE OF ORDERJ
- ~-. -
-OMPW?NY U A M r - - . . . .
., --
-
~~PURCHASE
i -=.;- .:-. .. . ..-.
..
. ..
7
- . . d-b. DELIVERY - .
_
. - --
.--
REFERENCE YOUR: -. - -
C. STREET ADDRESS
922 S. Alamo stlteet I
F c e p t for billmg ~nstrucf~ons on Ihe-
-_.. -.
reverse t h ~ sdehvev order IS sunjecl

to 1 n s I ~ ~ 1 1 0conlamed
ns on lnis sloe
bnly of t h ~ sf o n and IS ssuea sualecl
Please furnish the followng on the terms and lo the l e n s and condltlons of the
mnd~l~on spenfied
s on both sldes of thls order and above-numbered conlracl
on the anached sheets. ~f any. lncludlng d e l l v e ~
as
d. CITY e. STATE f. ZIP CODE lndlcaled
. .. - ---=
!I
9. ACCOUNTING AND APPROPRIATIONS DATA . 10. REOUlSlTlONlNG OFFICE
7510511,15996746,252~ +' 2L
.-.-
_
L ,
11. BUSINESS CLASSIFICATION (Check appmpnare box(es)) -' ; , --.

.- -
a. SMALL ... . b. OTHER THAN SMALL -
I i
C. DISADVANTAGED .. - d,. WOMEN-OWNED :. . .
12-.F.O.B. POINT
14. GOVERNMENT BR NO. 15. DELIVER TO F.O.B. POINT 16. DISCOUNT TERMS
Destination
13. PLACE OF
. " 4.
ON OR BEFORE (Dale) .. _ : . E __i
a. INSPECTION b. ACCEPTANCE
09/26/2002 Net 30
Destinat-ion -%=stination - .
--. - -.
17. SCHEDULE (See reverse for Rejectior
ITEM NO. 1 SUPPLIES OR SERVICES I QUANTITY

ORDERED
UNIT
PRICE AMOUNT
QUANTITY
ACCEPTED -
-.
(a)
1;" P
(e)
-~ . : 3
Tax ID Number: . .. ..
period of Perfbmance?: 0 9 / 2 7 / 2 ~ 0 1
-co -=---.. ---
09/26/2002
. . .. .- -. -. . -
Pursuant to the terms and conditions of
Contract 500-99-0036, the contractor
l~ontinued . . .
1 18 SHIPPING POINT 19 GROSS SHIPPING WEIGHT 31CE NO
I I -- 4 17(h). TOT
21 MAIL INVOICE TO (C0rli
a NAME
SEE BILLING pages)
INSTRUCTIONS
DHHS , HCFA , OFM ,FSG
ON
b STREET ADDRESS (OrP 0 Box) Div. of Financial Operations,
P.O. Box 7520-
REVERSE
17(i).
- --
c. CITY d. STATE e. ZIP CODE GRAND
22 UNITED STATES OF AMERICA 23. NAME (Typed)

BY (Slgnalure) MARY E. JONES
TITLE CONTRACTINGIORDERING OFFICER
I
NSN 7540-01-152-8083
Revlous edmon no1 usable 0' OPTIONAL FORM 347
I
Prescribed by GSA, FAR(48 CFR) 53 213(e)
w e v 6/95)
B. Specific Tasks
-. -
1.1 990 Baseline ~nformation

..
The contractor shall work closely with CMS to perform a special cross ta lation
data run of: (1) language (other than English) spoken at home; and (2) thl bility to
-
speak English for all categories by geographic state and age breakouts. 1
. ont tractor shall also obtain special tabulation data that includes 'the 1990
7 __ - - educzitional attaingent elesent. -- - -
.---
. . .. .. _--.- _ -
The deliverable associated with this task is the 1990 Baseline Tabulation
-.
The due date for this deliverable is November 15, 200 1.
2. Special Tabulation Support
The contractorabll obtain from Census the data on all languages in all staes and --
providing breakouts at the national, regional, state and county levels. The
- -
contractor shall furnish CMSwith a complete Census language code list that
includes, at a minimum, all languages coded in the 1990 Census, classified1 into - .
.
'-
C &
major groups arid fazilies.

- ' . --- -
CMS understands that in order to obtain a special tabulation of akTEngua&s in?U
states and counties, the use of a confidentiality filter may be required. The
contractor shall work with CMS and Census to determine whether the data
requested may be sufficiently detailed in their present form, thereby elimin lting the -
. .-
- ---- .. need to undergo

-- ..the additional step of a confihntiality filter review.,- - A
The contractor shall documm their progress with this task as part of the m
report requirement (as defined later in this document).
The contractor shall provide CMS with a written determination addressing

.>>..- - confidentjality filter review no later than December 1, 200 1.
.3. Written Analysis
CMS is aware that certain 2000-Census data elements are not yet available 0
support this special tabulation request. Therefore, the contractor shall conc uct an
analysis of the 1990 ~&nsusdata in accordance with instructions to be hrn shed by
CMS.
The written draft report is due no later than May 3 1,2002
The written final report is due no later than June 30,2002.
4. Data Findings Presentations
The contractor shall prepare the data findings into presentation formats for dse in
conferences or internal Agency briefipgs.
I
-.FL - -.- . . . . .
------
. ..
- writteri final-.materiil is due no later than August 3 1,2002.

The .- . ..
~I
. . -.
.- . . -. -
5. 2000 Data Publication
The contractor shall track the publishing schedule of Census 2000 demograbhic
updates to assist CMS in determining the feasibility of conducting a follow Lp - &-
special tabulatiogof the companion data elements from the 2000 Census upbn --
availability of th&e data.
- - - .
The contractor shall document progress for obtaining this data via the rnontdly
. - ... . --
reporting ie-qrrf~ememand provide immediate notification to CMS when thi$ data --'-
--
becomes available.
. . -.
C. Reporting Requirements
,. . .-.-
-. . ..
ii___ .. All wriaen documentation.shall be delivered to tkFO/GTL via two (2) hardiodies in
addition to an.dectrdillc file via 3.5"-diskette or CD-ROM, in accofdance\uith-~k3~pted
^-
CMS standards. -- -
. - -- ,-
. . .
.-
- -.
D. Deliverables I
, .I >f-. . -
Name of Deliverable Due Date of Deliv&le .. 1
1. 1990 Baseline Tabulation November 1 5,200 1 1
2. Special Tabulation Support .. Progress documentation via monthly
.. report requirements; confidentiality kview
filter determination no later than ~ekernber
I 1.2001.
3. Written Analysis --
Draft due no later than May 3 1,200;
I Final due no later than June 30.2002
1 4. Data Findings Presentations 1 Draft due no later than July 3 1,2004
y report j
requirements; immediate notific; )n to 1
I
CMS when information become! (ailable. 1

-
6. Monthly Reports (Format provided as of month i owing 1
Due no later than 1 jth
1 "Attachment A" to t h s document.) I reporting period.
E. Dissemination of Information
- --- -
- The contractor is advised that public release of any findings produced i~
___
course of this task order is prohibited without-the prior- written approva
CMS ContractingOffice~
2 -
F. Period of Performance
The period of performance for t h ~ effort

s shall be fiom September 27,2001 t
September 26,2002.
000001 11/29/2001~ ,
I
8 ISSUED BY WE, &GG/DPC r PQLM~ISTERU)or I R D ~ Y I ~ Yncm
~ BJ I
W E ' AGG / GEV
CENTERS FOR MEDICARE & MEDICAID SR GEORGETTE E. VLRNGAS
ACQUISKTION L
7 5 0 0 SECURITY B L W .
QKANTs GROUP Contract Specialist
Centers f a r Medacare/wedieaid Sen.
!
BALTmORE MD 21244-1850 - - 7500 Security Boulevard
Mail Stop C 2 - 2 1 - 1 5
Baltimore MD 2 1 2 4 4 - 1 8 5 0
a w ANOADDRESS OF~ONTIUCTOR(~O.S L I . C C L C D U ~~. ~ w ~ a r n ~ ~ d e ) M.AHFIIDUENT OF SDLICI?AT~DIINO
Cutting Edge Communications, I n c .

Accn: Denise Herrera-wsetere
922 S. Alamo Street
- --
i -9D. DITEO 13EE ITEM 7 7)
sotldml(onbnb w amendment, mo IS romvecl pnwro ~ h opsnmg

s h o s mnd d
amspceM. 1
12. A C C W N T M *ND *PPR()PRI6TION O*TA W 1
See Schedule .,- ... 1
13. ITEM APPLIES ONLY TO MODIF~CATIONS
OF CONTRACTSOROEUS. 1
IT M60IFIES THE CONTRACTIORDER NO. AS DESCRIBED 1N ITEM 14.
A THIS CMAhGE ORDER 15 tSSUE0 FWRSUANT TO ( S P . ~ U ~ W ~ ) T ~ E C ~ * N G CS
SET FC
Rn IN Irekt74 ARE KWE IN THX CONTRACT ORDER NO IN 101
-
I
.. .
T a x ID Number: /-'4 -
.' . -- ./--. .- . - ,-
he
'1
.. ...
purpoi;e of - r n l s mPplLAccrrlon 18-to revised

.4
. - --
.=--_
.- . ...-. - -
the Schedule of Deliverables as stated on page 2.
Period of Performance:_ 091!2i'C2WLto -O9/26/2OO2
Denise her re^-Wieters, P r e s i d e n t IMARY E. JONES

1E SIGNED
Jun 20 02 01:05p cutting Edge
000002
6 l3SUED BY CODE
13ee Block 16C
IAGG/DPC 7 AL?UIMISTWEDB Y (#7wnrrhmOm81
I CQOE (AGGIGEV
CERTm FOR MEDICARE k MEDICAID SR GEORGEXTE E. W G A S
ACQUIGITION 6 GRANTS GROUP Contract Specialist
7 5 0 0 SECURlTY BLVD. Sen.
Centers for ned~care/Medica~d
BALTIMORE MD 21244-1850 7500 Secur~tysoulevard
- - - Hail Stop C2-21-15
8 NIUE ALO mntv SIlY ma ZIP CWrI
*OORES O? CONTRICItX INY #ma. rn W H ~ O OF
W SOLATMION
~ NO
Cutting Edge C o n u n u n i c a t i ~ . Lnc.

Attn: Denitse Herrera-Wieters
- 922 S. Alamo Street
San A n t o n i o TX 78205-3419
..
See Schedule
13 TMS ITEM APWES ONLY TO MOMFICAT~ONS OF CDNTRACTSKWIDERS. _- --
--
-
.,z8 IT WDIFIES THE C0MRACTK)RDER NO 4s DESCRIBED IN !TEM 14.
1x1 r THls CHANGE d m IS ISSUED WRS-0 &wdyurnwap) mE CNANGES SET Foam w ITEM ~rARE W E IN THE COWTRACT ORDERNO. LU mu IO*
r1
t a allow the contractor.ta-complet2 t h e efforts._

delayed by the G o v & ~ e n t at no additional -CO& .-
.. terms a n d x o n d i t i o n s xemain the same.
A l l other
Period of Performance! 09/27/2001 to 01/31/2003
(2101226-6827 P-2
J a n 28 0 3 O 2 : S l p C u t t l n g Edge
.
JRN-28-2083 15:. - - .......
34 '30 r-.. .-..,I",. "4 "",.,,,,.",
.
I
. - .- 02218
,I
l i L I
- - P . 0..-.,2 2
2 AMENDUCNTILV1[)YICATlOLI UO 1 EFFECTIVE DATE a REOUISlTlOWURMCSE RE0 NO II PROJECT NO (* awISamj
000003 01/28/2003
8 ISSUEDBY CODE AGG/DFC 7 ~ M I N I ~ T ~87R111Eottnrrnan
~ nm 61 C ~ 1 AGG/GEV
E
CENTERS FOR MEDICARE MU)lCAID SR

& GEORGET'TE E. VLAE3GA.S
ACpUISITION h G R R M S GRUUP C o n t r e c t 9peclalisL
7 5 0 0 SECURITY E L M . Centers for Medlcare/Medicald Serv.
BALTINORE MD 25244 -1 8 5 0 7 5 0 0 Securltv Boulevard
--
- - Mail S t o p C2-21-15
.
. Baltunore MD 21244-1850
.
-
.
8 NAME AND WDRSSS OK CONTRACTOR (No. avcol, country. Slue ard ZIPbdl) 1x1 9 1 C M h t l M M OF SOLlCllATlDN NO
cutting Edge CMununLcatLons, Inc.

A t t n : Denise Herrera-Wieters
922 S . A l a m o Gtreet
I , se DATED (srclrcw 17)
- _--
..
San A n t o n i o TX 78205-3419
..... . . . . . .
- -
COOE
.-
. . . . --. . . ..
- +-
.....
-
id
Li -)
- .-
........
--
1:.
. .-
1 FACILITYWOE
-. ---
-.
ONLY APPLIES TO AMENDMENT OF SOLICITATIOFIS~

iiiiS I T ~ M
0005
108.DATEO
09/27/2001
(SEFITCH 1 jl .---
--.
.-
.. ..--
--. . . . .. .
.
--
.
-
.
..... - -
.-
----
- .
.-
...
.-
U The =bow numbered = O l . c J ~ l m (s emendso.*s re! bnh I" Item 14. Tm hour erd fie a r k s p e s h d fnr resum of ORen ' is mamoBd. n n a *xtondaa 0
~cems8awl5.sndpe1ymmq -
OfRm musl ac4noMcdge fecslD\ of ltua a n ~ e n m r f lprsr 10W hour ana dale rpeti8eO an !he col~alsllonor $6 amsded. by one O( me tdlornn~mehob;. (a) By cnmplel~ng
coolas d 1 b ammbmdnl: (3)By adtwdeagmg roccipt of l h s amsndment on each mpy 01 h e &r
IelIel or talsgmm h W h Wudes 0 refcnnca lo lrr rolmallon and 0InendmCHnumber. FAILURE OF YOUR ACKNOWLEDGMENT TO BE RECEIVED AT TYE P U C E
suom~lma,of (c) Bv leoafala
DESIGNATED FOR THE RECEIPT OF OFFERS PRIOR TO THE HOUR AND DATE SPECIFIED MAY RESULT !NAEJECTIDN OF YOUR OFFER. 11 by wnue d mo
amendment mu d e r k 10 manas en ofler drnadr s u b d ~ d ducn. - maw.be made
ctunne - DY. trleamrn
" or ICKOI. mvlaea each lelearrrn a: lenw W k O S mlarewe \o me
sallcnerlon and Ihs amendmenl. rrd IS rec~wcdpfbt to the openmg b u r and dzlm specIRea.
12 4CCOUNTlNG AND bPPROPRI*TION D4TA ( n r s ) ~
See Schedule
..r3. TWS ITEM APPLIES~-ONLY
- 10 MODIFICATIONS n F CONTRACTS~CRDERS.
?T-MOD~FIES THE CONTRACTlORDER NO:-AS I N ITEM i 4 . DESCRIEIE~
I*] A W 3 CMNCC ORDER IS ~SSUEDPURSUANT
TO. (specPL 6WMnr)ruE
.-
CHANCES SET FORTHIN ITEU 14 ARE MOE INTHE CONTRACT ORDER NO IU mu IM.
.- . .
Tax ID Number:,
The purpooe of L ..,,b 'l
...,---,_ ation-~i-ato e.uwnd the -- '::;'.--. . .-.- .~ -
.-
. I
__.____.~.--
p e t ' i o d df perfo-&ce thraO2h March 3 1 , 2-003 tc

allow t h e contractor r o eomplece che erforts
delayed by t h e Government at na-addiC~onal-- COEE.
All other terms and c o n d i t i o n s r e m a i n the s a m e .

Period of Performance: 0 9 , / 2 7 / 2 0 0 1 t o 0 3 / 3 1 / 2 0 0 3
ChCdDI (18 DrO~ruedhCrlln all 166719sn0 WndlUom 01 lnc docvmwi ralamncd m 9.m QA 01 IDA ss h n d o n c n n n p o a . -inn, YncnMp.0 and m 1 4 lor- ma allul
-- --
, .i 16.4 TITLE
W M ~ ~ N D OF CONTRACTlNG O FFICE~~~L~CO~~~U
d?f E . JONES
Mar 26 03 0 2 : l l p Cutting Edge
I . . I 1 I L
2. W D ~ O ~ R N T ~ O I F I W T I O K].
N ( 3 . EFFECTIVE DATE 4 WQUISITIDNRURC~USE KG. NO. ] s PROJECT no ln ( p p k . ~ h )
ooooo4 1 see lock 16C
L ISSLED
BV CODE [ AGG/DPC 7 AOMWSTERED BY (llotmr ~rm
I; CODE ACG /GW
CENTERS FOR M E D I M E & MEDICAXD SR GEORGETTP E. VLANGAS
ACQUISITION & GRANTS GROUP Contract Specralist
7500 SECURITY BLVD. - Centers f o r ~edicare/Medicaid S e n .
BALTIMORE MD 2 1 2 4 4 - 1 8 5 0 7 5 0 0 Security Boulevard
M a r l Stop C2-21-15
C u t t i n g Edge Comunicat i o n s , InC

A c t n : Denise Herrera-Wieter~
9 2 2 S . Alzvno S t r e e t
-
CODE ,?v
t i-
- /FA~KIWCODE [ l09/27/2001
11 THIS ITEM ONLY APPLIES TO AMENDMENT OF SOUUTATIONS
_ -_ -I --.
-
I
12. ACCOUNTING AND APPROPRUTIONOATA(llmaum~V] 1
See Schedule 1 . .--
- ._
l$.*~fllSITEM APPLIES ONLY TO MODlFlCATlONSOF CONTRACTSlORDERS. -.-

>-MODIFIES THE CONTRACTIORDER NO. AS OESCRIBEO IN ITEM 14. 1
-7
(x) A THIS CWE
-
ORDER IS ISSUEDPURSUANT TO ( ? a d y d m n l # T I ( E CHANGES SET FORTWw ITEM14 r u t UIDD IN WE COWTRACT ORDER NO IN t i E YOA
~ .-
U 1 I
I 0 THE A B O V ~NUMBEREO CONTRA~K)ADERIS MODIFIED TO REf LECT THE AWWS~AATNEMANGES

a W m w a n ) s r r m ~ m t wW I~
W A~
N ~.m TME ~ u w o r n OF
n FA~.I,IO~,~)
as charrpor pa- me.
I .,. . -__%
C. TUlS SUPPLEMENTAL AGREEMENT IS ENtERR) INTO PURSUANT TO AUUmORIlY OF

. -
D OTHER rsp~gr* peo r r o r c r t a n rno n r n m y )

-..
.
--- -
Mutual Agreement
- Beween
-
t h e parties
1
Tax ID Number:
- -_.. see, page 2
bl .- z --
-
Period of ~ e r f o - n n a n c e : 0 9 /f7/2001 t o 03/3:/2003 --
.-
.+-.- -- -a-s< --
.-- .
WLVIDVS EDITION UNUSABLE V

War 2 6 0 3 0 2 : 12p C u t t i n g Edge
PAR-26-2883 12: 59 1%
Contractor: Cuttmg Edge Communications

Contract #: 500-99-0036
Task Order #: 0005
Modiicatioi #: 000004
-. Date: March 1 8 , 2 0 3
Due to the delay in rectiving infomationcritical to the complerion of this task orde
.. necessary to redirect the contractor's efforts. Therefore, Conlract 500-99-0036,
Tas
Order 0005, as modified is hereby further modified as follows:
..
- .
_.
- .
.
--
.
.
.
--.-
~
. .
.-
.
. . .
-
. . .
- .-1, Delete the Final 2000 report.
-
..-
~
- . -- ---
...-
- . --
..
2. Replace with iditing/altemative format of the-1990 repm andsubmission o:

Drafi 2000 tepofi.- - -- _*--__
3. Subrnission.ofthe Draft 2000 report shall be no'laterthan March 25,2003.

4. The Final 2000 report shall be incorporated into Task Order 0008
5 . All other terms and conditions remain the same.
TOTAL P. 05
-- -
r-1 ,
i
ORDER FqR SUPPLIES OR SERVICES PAGE OF PAGES
IMPORTANT : Mark all packages and papers u .tontract andlor order num
-
I ,
1. DATE OF ORDER 2. CONTRACT NO. (If any) 6 SHIPTO
3 ORDER NO Not Applicable

0006
- -
5. ISSUING OFFICE (Address conespondence lo) b. STREET ADDRESS
CENTERS FOR MEDICARE & MEDICAID SR -- -

7500 SECURITY BLVD.
..
BALTIMORE MD 21244-1850..
II I
. .
7. T O . Denise Herrera-Wieters .\
c. CITY
1. SHIP VIA
I
d STATE e. ZIP CODE
a. NAME OF CONTRACTOR
Cutting Edge C-isaticns, Inc. .--- ?
t TYPE OF ORDER T--
1-1::I
-
WOMPAPIY-NANAMEs -
a PURCHASE - -- -- .-- -
c. STREET AODRESS REFERENCE YOUR
922 S. Alamo street - - -

f?':ept for bill~ngtnstnrcl!ons on the
reverse t h ~ sdellvery order IS subpcl
ID lnslrucl~onscontamed on thts s ~ d e
on1y of lhls form and IS ~ssuedsubject
=rI
Please furnish the follobmng on the terms and lo Ihe lerms and cond~t~ons of the
condilions specified on both sides of this order and ~ve-numberedconlracl
on the anached sheets. if any, lncludmg delivery as
d. CITY e. STATE f. ZIP CODE indicated.
San Antonio TX 78205-3419 I
9. ACCOUNTING AND APPROPRIATIONS DATA 10. REQUISITIONING OFFICE
7520x8004,8005,25999213,25,2.z,~4 CENTER FOR BENEFICIARY CHOIP

-U
1
-
1~USlNESS
CLASSIFICATION (Check a p p r u p z e box(es)jii
U a. SMALL b. OTHER THAN SMALL - c. DISADVANTAGED U VOMEN:OWNED . .. -..
12. F.O.B. POINT
14. GOVERNMENT BIL NO. 15. DELIVER TO F.O.B. POINT 16. DISCOUNT TERMS
Destination ON OR BEFORE (Date)
.,'*.+rC.h - ...li - . .. . . .. - . -- ..
13 PLACE OF
~
.r.
a. INSPECTION / b. ACCEPTANCE Net 30

Dest inat-ion I-~estination -.I --a - . .a- -
17. SCHEDULE (See reverse for Rejectior
-
ITEM NO SQPPLIES OR SERVICES
lh)
I QUANTITY
ORDERED JNlT
-
(dl
UNIT
PRICE
(el
I
-
~1
QUANTITY
ACCEPTED
. .
pursuant to the--terms-.cuLu,,---itid& of -

shall provide support--for-theHorizons
..
'I
Project as,it relates to the attached
lstaternent of work and its addendum for
l~ontinued . . .
I
1 18. SHIPPING POINT 1 19 GROSS SHIPPING WEIGHT
I I 17lh). TOT
21. MAIL INVOICE TO (Cont.
SEE BILLING I a. NAME

pages)
INSTRUCTIONS
ON
REVERSE ~ STREETADWESS (OrPo
c. CITY
Baltimore
'Ox)
DHHS , HCFA,OFM , FSG
Div. of Financial Operations,
F.O. Box 7520
- --
..
.
d STATE
MD
e. ZIP CODE
21207-0520
'
r 17(i).
GRAND
TOTAL

BY (S~gnature)
NSN 7540-01-152-8083
23. NAME (Typed)
MARY E . JONES
TITLE CONTRACTlNGiORDERlNG OFF11-
I
CE
1
3F'TIONAL FORM 347 (Rev 6/95)
Prev~ousedition no1 usable I'reI scnbed by GSA, FAR148 CFR) 53 213(e)
SEP-26-2002 12:56 02216-. .--.. . -. .--. . -.-- -..--.. .
.u-u
-
IMPORTANT: Mark all packages and paper,-i contract andlor order numbers.
U T E OF ORDER I COHTFUCT NO. [ ORDERNO
' UNIT
SUPPLIES O R SERVICES PRICE
(Q)
che Hispanic American population.

Period of Performance: 0 9 / 3 0 / 2 0 0 2 t o
D9/29/2003 -
:onduct Research on NH Compare
,-- '-
rota1 cost: )- 1
Pee : :I' / / - *
Focal -CPFF:
- $445,863.35
- - . --
. * . . - -----
.
- -..
- - .- ...
RCKNOWLEDGEMENT:
rhe contractor shall acknowIedge receipt

~f t h i s task order by signing and
returning one copy to che Contracting
3fficer within 1 0 ' 4 ~ s of its receipt.
-
Receipt acknowledged:
& U& It-
.- -
rotal amount of award: $449,063.35'1. The
~bligation f o r this award i s ahewn in box
17 (2). - - - -

NSN ? S 0 4 ~ . 1 5 2 4 0 8 2 50568-301
OP1 AL FORM 348 (REV. 6/95}
P~M j by &A
FAR SRER)
S3.213(c)
I. PURPOSE
- - .
CMS has contracted with the Cutting Edge Communications, Inc., to produce S ~anish
language materials that support CMS's efforts to educate Spanish language don inant
beneficiaries about Medicare and to promote better access to information so tha Spanish
language dominant beneficiaries can makainformed health care decisions.
~
currently the ww.medicare.qov website includes Some material, but the Nursir g Home
Compare and other Compare portions of the website are not well-integrated for !panish
language dominant and visitors. Another contractor is currently tasked with effo t s to
translate portions of the Nursing Home Compare and related pages. However, tl ese
efforts will stop short of actually testing the translated site as a whole with Spani ;h
language dominant beneficiaries and family members. The current task order se :ks to
test the translated dt@n order to (1) modify the content and context so as to apF :a1 to,
resonate with, and better communicate with Spanish language dominant visitors; and to
.-
(2)better understand barrier to use'of the website and its data for Spanish langua F
dominant visitors and.. hence
.4<-.A,.. ...-
to (3) inform CMS and its QIO contractors with ma keting -. .
information, that can be used to better plan the national roll-out of the Nursing H 3me
. ..Quality_Initiative. . . . . . ---.-
.. -2- A-
In addition to the above work, CMS seeks to further explore the topic of how cu: xral
factors may faciliateor impede the promotion of provider quality data to the pul lic so
that conswmers can make more informed choices. Currently data are available tk rough
-. ---- ...... www.medicare.~ov- to,co'mpare dialysis facilitiesarid nursing homes. Data
. >are
. b t!$g_.
-. .~
prepared to show the quality of care for home health agencies and data are beiii explored=
.. which would show the-qualityo f hospital care. The contractor shall expand upo I current
'
knowledge of how these data sets can be used by and promoted to consumers, bl looking
at cultural factors affecting Spanish language dominant beneficiaries. Some o f t lis work
on cultural factors may be carried out concurrent with the NH Compare Spanish language
.,,;.testing, while other portions may need to follow the initial work.
........
.......
111. SPECIFIC TASKS UNDER THE CONTRACT
General Requirements.
Activity 1 - Develop Work-Plan
Work Plan-The Contractor shall produce a draft workplan.

Screeners-The Contractor shall produce draft screeners in both Spanish and English
translation for interviewee recruitment. Tiat is, with CMS input and consultatibn, the
contractor shall produce written criteria bywhich interviewees are selected for (
participation. ~ c r e e n e r shall
s be produced for beneficiaries, family members who have
- placed or anticipate placing a b e d one in a nursing home, physicians and hospital
discharge planners.
Prolocols-The Contractor shall produce a draft protocol for cognitive interviets. These
drafts shall be produced in both ~ n ~ l i and s h Spanish. Separate protocols shall be
produced for beneficiaries and for family members who have placed
-
a loved one in a nursing home. Separate protocols shall be created for
.. .
- physkijms and with discharge
- ~ ~ ~ l i r t e s f ~ o ~ k - uCoc%ractor
~ s - ~ h eshall-use Spanish translations
---
.
..
..
- - -
-
.- ..
Home Compare and related pages of www.medi&re.Eov as p r o t ~ a k d -- . .

The <ontractor'shall-&mantdcreate a small number of draft mock-ups --
- . ..
quality data reports for exploration of cultural factars in the promotion of provider quality
measures. By "draft mock-ups," we mean reporting quality in tables or charts similar to
www.medicare.~ovand the Compare portions of the website, but not necessarily using
high quality graphics. i
Activity 2 - Hold Initial Meeting with CMS j -
.' %
--
CMS shall hold an i>;tial meeting with the Contractor to clarify goals and methgds. In
- .
- addition, prior to commencing data collection, the Contractor shall produce draft plans,
-
timelines, recruitment screeners, and protocols for CMS to review. - -_.
A-e- -- #
- 3 - Inventory
Activity -- -
-
.. - #I - --
The Contractor shall utilize its contacts and research capacities to obtain the foliowing
data in the selected study sites: Names, addresses, phone numbers and contact persons .-
for hospitals and nursing homes that provide services to Spanish language domihant . ..*
-. -.__ .. .... - . patients-and.residents. If-nearly all the hospitals aRd nursing homes in a study site fit this
-.----.. C .-
description, the ~ o n t k t oshall
r provide this iiiformation for the facilities/provi~ersthat
offer the highest level-of seryice-to Spanish language dominant beneficiaries. If the level .. -
-.
of skrvim in a study site is not high, the Contractor shall report a measure of thd level of
service so that the facilities/providers can be compared on that dimension.
. ~
,, ..Lf
Activity
-
4 -- Data Collection and Follow-up
.-*L . .
Subtask 1. The Contractor shall collect data from 20-35 individual interviews in 4 sites
with beneficiaries and their family members recruited from Hispanic ~ o r n m u n i dBased
~
OrgMzations (CBOs) andlor Senior Center and similar sources. The contract& shall
include the family members who have within the past 6 months or plan within, the next 6
months to make a nursing home placement. The Contractor shall gather demo&aphic
data and data on experiences with chronic and acute illnesses from the subjects. These
options shall be discussed Kith the task leaders prior to finalizing the recruitment
1
The Contractor shall use hard copies of the Medicare Compare provider-specifi quality
data or shall use recent drafts of not yet public templates (e.g., for home health :hospital -
quality data), whlch CMS shall provide.
- - -
Activity 4 - Oversight of Data Collection, Documentation, and Follow-up
No changes to the recruitment screeners or protocols shall be permitted without rior oral
and written notification and discussion with CMS. However, the Contractor sh 1 notify
CMS of any difficulties or other circumstances that would require or make wor YanY
-changes_to the screeners or protocols. The contractor shall collect evidence oft eir datar
coHectien effoits in the form of-manscripts aiidior video or audiotapes, the exac
-- x
Format of
* - d
- --
-which shall be decided-in discussion with the task leaders.
P S
. .- C r >
..
~ c t i v i t v5 - Topline Report for Subtask 1
A draft topline report shall be produced summarizing in 3 pages or less the resu s of
testing, interviews, and recommendations to CMS and its website contractors fc subtask
1; the draft topline report for subtask 2 can be 5 to 10 pages in length. If no cle
recommendation can be drawn, but alternatives must be weighed with addition2 CMS .. .. -- .=-
policy input, the Csntractor shall format those alternatives in a decision memor ~durn -.-
format, with pros an> cons summarized succinctly.

-
Activity 6 - Draft Final Report for Subtask 1
- ,
/.-.-.*- #
- ... . . . . ,.- _. ...
-7
of -the material in th Topline

This draft report shall incorporate more detailed discussion---
report, a s well as additional information about the research methodologr limit: .sns; and
implications for future research
-
Activity 2 - Presentation to CMS -
- - - - -- a - ----
A meeting or felepho& conference call shall be scheduled with CMS staff., Pri
meeting all participants shall beprovided
- . copies of the draft final report and an
additional materials (;Ig., tr&scripts or tapes) that might be useful.
Activity 8 - Final Report on Subtask 1

dT* -
The contractor shall produce a final report incorporating feedback fromjhe tas leader,
other CMS reviewers, and feedback gathered at the presentation conducted for MS
staff.
Activity 9 - Develop Work Plan for Subtask 2
Work Plan-The Contractor shall produce a draft workplan.

Screeners-The Contractor3hall produce draft screeners in both Spanish and a English
translation for interviewee recruitment. That is, with CMS input and consultati n, the
Contractor shall produce written criteria by whch focus group participants are : elected
for participation. Screeners shall be produced for beneficiaries, family member ; who
have placed or anticipate placing a loved one in a nursing home, physicians anc hospital
discharge planners.
-- Protocols-The Contractor shdl produce a draft protocol for focus groups. Th :se drafts
shall be produced in both English ind Spanish.
Templates/Mock-ups-The Contractor shall use Spanish translations of the Nur ing
Home Compare and related pages of www.medicare.gov as provided to them b CMS. I
The Contractor shall plan to create a small number of draft mock-ups of public ~rovider
- -
---
- .
-
---
quality data reports for exploration of cultural factors in the promotion of provi ier quality
-measures. By "draft mock-ups," we mean r-eporting quality in tables.or charts s .milar to.
- wwG~5kdkarii.qob.and
high quality graphics.
- . -.
the Compare pprtiois of the
. ,.
.
- .
... -
.-
website, but not necessaril-. lr. using . -
- -- .-. .
.- .
. . .- .
..- .
. v : p
-. ..
~ c t i v h y10 - Hold Meeting with CMS
CMS shall hold a meeting with the Contractor to clarify goals and methods of SI btask 2
in light of findings from subtask 1. In addition, prior to commencing subtask 2 .ata (
collection, the Contractor shall produce draft plans, timelines, recruitment scree] ers, and
protocols for CMS to review. . ..* ..--
<-.
'
Activity 1 1 -- Data Collection and Follow-up
- - .- ,
The Contractor shall conduct six focus groups of 8 to 10 people in at least two o 'the
same sites as u'Sed'TofsuBtask 1 with family members who have had to make he, .Ith care; '.
. ,. . - >'
and placement decisions for beneficiaries. The Contractor shaJ conduct two foc US
g-oups-;ach with three of the following five ty-pes of subjects: (I) the family me nbets-
who have within the past 6 months or plan within the next 6 months to make a n irsing
home or home health placement for a beneficiary, (2) beneficiaries who have hi d to
choose a dialysis facility with in the last 6 months for themselves or a spouse, (: ) a.
- ---. . . beneficiaries who have been hospitalized within thelast 6 months, (4) ; who
,-
refer patients to hospi'tals, nursing homes, dialysis facilities, or home healtli a g i LieCa n h ;
(5) discharge planners at hospita1s:At the time subtask 2 is started, the Govemn ent Task .
Leader for CMS shall decide which of these ty-pes of subjects to involve. The C mtractor
shall gather demographic data and data on experiences with chronic and acute il nesses
from the patients, beneficiaries, and family members.
...r.- -
As stimulus materials for the focus groups, the Contractor shall use hard-copies ~fthe
Medicare Compare provider-specific quality data or shall use recent drafts of nc t yet
public templates (e.g., for home health or hospital quality data), which CMS sh: I1
provide.
Activity 12 - Oversight' of Data C-ollection,Documentation, and Follow-up
No changes to the recruitmFnt screeners or protocols shall be permitted without prior oral
and written notification and discussion with CMS. However, the Contractor shi 11 notify
CMS of any difficulties or other circumstances that would require or make wor hy any
changes to the screeners or protocols. The contractor shall collect evidence of i ~ e i data
r
collection efforts in the form of transcripts and/or video or audiotapes, the exac format of
whlch shall be decided in discussion with the task leaders.
..- - -
Activity 13- Topline Report on Subtask 2
A draft topline report on subtask 2 shall be produced summarizing in 5 to 10 pal :s the

results of focus groups and recommendations to CMS and its website contractor If no
- -
.
_. _ _- - .. - .-
. ..
clear recommendation can be drawn, but alternatives must be weighed with add: ~onal
= CMS p-olicy input, the Contractor shall format those alternatives in a decision
- memorandum-format,
-
with
. .
p r ~ s m dconssuknarized
Actkitv 14- Diaft ~ h a ~l e i o rfor

.
t Subtask 2
.- -
, . ..
..
succinctly.
- .-..-.... --.+
-
' .<
=>
. <".
This draft report on subtask 2 shall incorporate more detailed discussion of the r
the Topline report, as well as additional information about the research methodc
limitations, and implications for future research. To the degree that it is relevan
material from the Final Report for Subtask 1 will be incorporated in this report.
Activity 15- Presentation to CMS

. .
- .
.- A meeting or telephone conference call shall be scheduled with CMS staff. Pric to the
meeting all participants shall be provided copies of the draft final report and an!
additional m a t ~ ~ ~ s ( transcripts
e . g ~ or tapes) that might be useful.
- . , . -.
~ c t i v i G16- Final Report for Subtask 2
--- - ' .- -
The Contractor shall produce a final report for subtask 2 incorporating feedback From the
task leader, other CMS reviewers, and feedback gathered at the presentation COI iucted
_for CMS staff. .
., - - - -- z .--.
,.
Schedule of Deliverables for Subtask 1
Deliverable Description Quantity e r v Date

1a. Workplan, ' 4 ler15.
1b. screeners 4
1c. ~rotocols
s u m a r y of. 4
meeting
octal
3b. Video or --- 2002
audio tapes
andlor transcripts Octol
of interviews;
summary tables
of descriptive
data about
interviews
(demographics,
logistics,
modifications
needed to
protocols.
Oral and written
reports to CMS
of all changes
made to the
protocol or
screenergpriorzto
their
implementation.
Three page
written summary
report on testing,
interviews and
recommendations
to CMS and its
website
contractors.
Detailed written
report on the
methods, results,
inferences and
recommendations
I
1 derived from the 1
1 task.
. 1 Dec i
P
7 4
meeting
8 8
- .-
Revised-detailed
I written report
incorporating
feedback from
CMS project
leaders and
.: - ...
. . . . . . .. . .. - presentation
.
.-.
.-
:
.-
.....
-r.-
meeting feedback
~
...
Schedule of Deliverables for Subtask 2
Deliverable
9a
- Activitv
9 -. -
Description
la. Workplan,
-
n1Date
lber 15,
1b. screeners 4 I Nove ~ b e 30.

r
... of
Summary 4 ( Nove
.. . / 2002
4 I Nove
3b. Video or
audio tapes
andlor transcripts
of focus groups;
summary tables
of descriptive
data about
interviews
(demographics,
logistics, , April
modifications
needed to
urotocols. .-
Oral and written Nove ber 30,

reports to CMS 2002
of all changes
--
made to the ..,=-. .. -:- ..
p&tocol or- ...-.*. .-_-<.
screeners prior to
their
implementation.
Three page May 2003
written summary
report on testing, .. .
interviews and
recommendations
to CMS and its
website
contractors.
Detailed written
report on the
methods, results,
inferences and
recommendations
derived from the
task.
Summary of
meeting. 1,
Revised detailed 4 I Jun
wri,t&n report
incorporating
feedback from
CMS project
leadersand
meeting feedback-
Additional work needed from task 0006 Revised (Contract 500-99-0036)
1. The contractor shall conduct a more thorough written literature review I3f what is
know about HispaniclLatino American attitudes toward nursing home 6:are, home
health care, dialysis &dialysis facilities, hospital care, Medicare y d in:surance in
general. The purpose of tlie literature review is to (1) help avoid duplidating work
in thls task order whlch already exists as findings in the literature and (1!) to derive
hypotheses that specifically would apply to how CMS presents r quality,
comparison & choice information on wkv.medicare.gov and the,goals CMS
should evaluate QIOs by regarding promotion of provider quality to thl
HispanicILatino community.
- %":The contractor shall conduct work
.
~
~ u k r t oRico and on its nursing hotnes at two .
sites, one of which should become the PRSite. The othersite.shouid --
.
- .rijT@t i ~ i r a r
--.-
, .
- --
..
sites or sites in.whch large HispanicILatino populations have nursing . ~ m e ... -.
services available but may not have much choice of providers. That is,l how can -..
NH cornpark in Spanish address the needs of empowering Spanish-spe:aking
beneficiaries and their families to address issues of quality of care in a Inore
informed and assertive fashion.
In addition, the contractor shall conduct an inventory of nursing home,
hospital, home health, and dialysis facility care paid for by ~ e d i c a in r ~Puerto _-
Rico ( w h ~ facilities
h are located where, what are their sizes (bed, discharge --
rates), wh& are the ownership and organizational structures of thesd faciliti-es,
etc.) and what are consumer information sources about these f a c d e s in -.
Puerto Rico.
3. The ~~~~~~~~r shall create mock-ups in both hard copy and web form (html) of-
.. - ..
-the Compare websites to illustrate how findings can--be-incorporated intb the NH
Compare inSpanish. The contractor shall create a more extensive webtite mock-
up if findings suggest an alternate structure for the Compare websites (e.g.. a
long-term-care "portal" that introduces home health services and home
.,
-
c ~ m p a r before
e nursing home compare, etc.).
-The contractor shall provide amultimedia.pcesentation of findings -.
CD-based prikntations that CMS and -its QIO contractors could iiseto SpfeXd.
knowledge of the findings and implications.
The contractor shuul-d plan to coordinate at least two regional rneetingj with
QIOs to address questions multiple QIOs from each region have about hutreach to
the HispaniclLatino community around NH and provider quality infordation and
I
the findings from the research. The contractor should provide a polished
preseniation drawing on their marketing and public relations skill-soas dell as
provide take-away benefits to the attendees of these sessions (e.g.. toolk/ooks,
manuals, resource guides). 1
Cuttlng Edge
Jul 0 8 03 12:OSp
JUL-08-20D3 07: 27 lie -. --
000~01 See Black 16C

B ISSUED BY I
UXY AGG/DPC
i
C m FOR MEDICARE 61 MEDICAID SR
ACQUISITION h GRANTS GROUP
7500 SECURITY BLVD.
Contr'act Specialist
C e n t e r s for Nedicare/Medicaid S e w .
I
EALTIt4OR.E MD 21244-1050 7500 Security Boulevard.
Mail Stop C2-21-15
Baltimore
- 21244-1850
(a) PI AUE#DldENT OF s01iKCIATPJN NO
Cutting Edge Conmnunications, Inc.

Herrera-wieter6
A t t n : . Denise
San Antonio TX 7 8 2 0 5 - 3 4 1 9
-
CODE . . cIcutrVcooe l09/24/2002 -- I ... --
i' 1-I
' . 11 THIS ITEM ONLY APPLIES 1AMENDMENT OF SOLICITATIONS I - ,
See Schedule I
I$Ty!S ITEM APPUES.QNLY TO MODLFICATIONSOF CONTRACTSIORDERS. 1
E S CONTRACTIORDERNO. AS DESCRIBED IN iTEM I d .
~ T ~ ~ O D I F ITHE . .
la
n -
A. THIS CHhNGE ORDER IS S N E U PURSUANT rD.,(3PbMr W w ) T t E C W E S SET FORTH IN ITEM14 ARE W E IN T M CONTUCr OR-Q NO.IN ITEM 104
I
,..
Tax ID Number:
See page 2
P e r l o d of Performance:. 09/la/200i-to 09/29ii001 -
- . -- - I
-errera-Wieters, President 1 MARY E. JONES
-
IREV
Jul 09 03 1 2 : O S p Cutting Edge
Jvl-UB-2003 07:n ' SB
Contractor; Cutting Edge Communications

Contract #: 500-99-0036
Task Order #-: 0006
Modification #: 000001 --
I
Due to nutnaous govcrnmmt delays and related dependencies within the contract tasks,
Contract #; 500-99-0036, Task Order 0006,as modified, is hereby further modified to
reflect the fdkwing changes:
I. Delete the current Schedule of Deliyqablcs.

2 Insert the following revised schedule;
. .. --.-
*te ------
- -
I
--Deliverable - - Descripnon . .. --- - j .- I

1l.a . . . .. . .- - - - 6focus groups 1 November 2003L~arch*''I
2004 I
1l.b Audiotapes & other March 1,2004
documentation fiom focus
groups-3 copies
12 Protocols and screeners- October 27,2003
] Word andlor Excel I

1 Focus Group Summary 1 March 12,2004
(Tapline report)-electrunic
copiesjn MS Word andlor
Excel
14 .4t-w,.a,- -.. .-.- Full Report-electronic March 29,2004
copies in MS Word and/or
- -. . --. €&el --.-
.. .- /
I
15 .Meetingwith CMS; April 16. 2004

presentation of report-
.- .
.- . [ Powerpoint prescntahon
16 Revised fuPl rcport, Apn130,2004
meeting with CMS-

-- -
electioiiic copies in MS
Word and/or Excel and
I Hard copies 1
Monthly report 1 1 I 5Ih .of.eachmonth
---.
3. This u a no cost mOdLfication to the contract. Funds remlttrnng arc suffi6ent to
complete the above.
4. The periadaf performance is extended thmugh September 29, 2004.
5. All otha. terms and conditions remain the same.
OCT-17-2002 07:47 02218
O K U ~ Kt 1 p u r r ~ ~ un
caa c n v ~ ~ ~ o
IYPORTANT. Mark prchgme md p m rtth c o n m a 8
I I
5 ISSUING OFFICE ( A O E ~ Ommamnaencs
I 10) 6 SHIP TO (&ne.lpnoo m a raarecs ZIP C4ae)
CENTERS FOR MEDICARE h MEDICAID SB Not Applicable

7500 SECURSTY BLVD.
EALTIMORE MD 21244-1850
--- - -
u ZIP W e )
7. TO C e ~ b W T g a w . d o 9 and 8 WPE OF O R M R
Cutting Edge Communicat~ons,Inc.

a A WRCHASE Wwence your.
Attn: Denise H e r r e r a - W i w Please krhm me fdlonng on tne ~ o n nan0
r wmihmr ~ ( l o d
(ha mlached s h m 11any &umnp d o l ~ w ps InDtcarcd E
.
-
922 S. Alamo Street 8vlhNly Of
San Antonlo TX 78205-3419
-- B DELIVERY
-
A
- - A
--
--
-- m o t lor a l m g m61rrrOmuw VK rswr?le. ~hisdnwcfy orow LS
rn m l r sloe en17 of In16 corn\ w m lawad Lo me lam: ln
.. -.
f W l h W M CVIVIQ - -c
9 ACCOUNTING AND APPROPRIATIONOATA 10. REOL~LSIMNINC OFFICE ----- _

05992831 75x0511 2522 CENTER FOR BENEFICIARY CHOICES
11 BUSINESS CLASSIFICATION
SMALL 0 OTHERTMNSUILL Cll5ADVANTAW W0MEN.OWNED
12 F 0.0 POINT 14 GOVERNMENT M NO 15 DELIMA TO F n POINT 16 OISCOU ERM

ON OR BEFORE foere)
Destination
13 PLACE OF INSPECTIONANO ACCEPTANCE
Net 3C
09/29/2003
Destination
.17 SCHEDULE (See revsno lw Relecl
*----
SUP-
-
Tax ID Number. ii "71
Pursuant to thec-- a m c o n u ~ ~ i o nof
s
shall prsvide support (taking existing
Medicare+Choice information and providing
it in a linguistically and culturally
appropriate mannw)for the Horizons
P r - a j e c t .a* it relates to the attached
6Utement of.work ..-
.--
.... . .. - . ..-
SEE BILLING 18. SHIPPING WIN1 19. GROSS SHIPPING WEIGHT

INSTWCTIONS
ON REVERSE
I I
.
,.-17.>:.. 1. MAIL IFNOICE TO :(mdude ZIP Code)
DHHS.HCFA,OFM,FSG :.---.a
Div. of Financial Operations.

P.O. Box 7520
Baltimore MD ZtIQ7-0320 US
EDWARD HODGES
Bv (Signelure)
-
.
TITLE CONTRACTINWORDERING OFFICER
NSN 754001-152-8083 Y $0347-:01 OP710
Pwxcro
!
-
ORDER FI ~UPPLIESOR SERVICES j .
PAGE OF
I
PACES
IMPORTANT : Marh all packages and papers with contract andlor order numbers.
1. DATE OF ORDER 2. CONTRACT NO (If any) 3 ORDER NO 4 REQUISITIOMREFERENCE NC
09/30/2002 500-99-0036 OOC7 018-0-700422
5. ISSUING OFFICE (Address correspondencelo) 6. SHIP TO: (Cons~gneeand address. ZIP Code)
CENTERS FOR MEDICARE & MEDICAID SR Not Applicable
ACQUISITION ti GRANTS GROUP
7500 SECURITY BLVD. -. -
BALTIMORE MD 21244-1850 , -
7 TO CONTRACTOR (Name, address and ZIP Code) 3. TYPE OF ORDER

A. PURCHASE - Reference your
.
-
Attn: Denise Herrera-Wieters Please tumlsn the tollmng on the terns ana cunattlons speohea cn Dotn sloes ol lnls oraer aio or
tne anachea sheets. 11any. tncwatnq aeJwery as lnalcatea Th~sDcrmase ns neaohatw unoe.
922 S. Alamo Street
San Antonio T X -78205-241-9 - --
-
7-- -.
Except for blllmg Inslructlons on Ihe reverse, thls&ltyery o r d e r ~ ~ s u b pto
c tlnslrun~onscontalnea
on thls s ~ d eonly of thls form and 1s issued subjecl to the t e r m ~ h d
~0ndlh0nsof the above --
numbered contiact I ---
9 ACCOUNTING AND APPROPRIATION DATA
05992831 75X0.511 2522 I 10 REQUISITIONING OFFICE
CENTER FOR BENEFICIARY CHOICES

I 11. BUSINESS CLASSIFICATION 1
U U I U
12. F.0.B POINT 14. GOVERNMENT WL NO. i s . DELIVER TO F n R POINT 16. DISCOUNT TERMS
ON OR BEFORE (Date)
Destination
Net 30
. .- --
'-s a
‘
13. PLACE OF INSPECTION AND ACCEPTANCE 09/29/2003 ---
\' I
Destination 1 1
- 17. SCHEDULE (See reverse for Reject
ITEM NO
(a)
I
( ' .,,-. ,$UPPLIES,OJ
(b)
SERVICES
QUANTITY
ORDERED
(c)
UNIT
PRICE I 1 AMOUNT
Tax ID Number: . --
Pursuant to the L ~ L ~ U 1- ons of
7
;1 -.-
shall provide support (taking existing
Medicare+Chaice information and providing
it in a 1inguisticaZly, and cultur+Jly .
appropriate manner)for the ~orizons
Project as it relates-to.the attached
- .
statement .of work
. .'.'r
SEE BILLING
INSTRUCTIONS
ON REVERSE
I
Continued . . .
18.,SHIPPING POINT 19. GROSS SHIPPING WEIGHT
I j299.869.84
7(h) TOT
Con1pages)
d-
21. MAIL IYVOICE TO : (Include ZIP Code)

DHHS,HCFA,OFM,FSG
Div. of Financiai Operations,
.. .-. .-
P.O. Box 7520

- --
US
7(1)GRAND
$299,869.84 I ' OTAL

22 UNITED STATES OF AMERIC 23 NAME (Typed)
BY (S~gnalure)
EDWARD HODGES
TITLE CONTRACTINGIORDERING OFFICER
-
NSN 754041 -1 52-8083 A 50347-101 O{TIONAL FORM 347 (1043)

~riscribedby GSA. FAR(48 CFR) 53.213,e)
DER FOR SUPPLlEh )R SERVICES PAGE OF
SCHEDULE CON1 - 2
IMPORTANT: Mark all packages and papers wth contract and/or order numbers
DATE OF ORDER CONTRACT NO I ORDER NO
)02 1500-99-0036 10007
QUANTITY UNIT QUANTiTY
ITEM NO. SUPPLIES OR SERVICES PRICE AMOUNT ACCEPTED
ORDERED
(bl (C) (!J)
punds i n the a m o u n t o f $ 2 9 9 , 8 6 4 . 8 4 are

l r o v i d e d t o p e r f o r m work l i s t e d i n the
hove SOW a n d are a l l o c a t e d as f o l l o w s :
10st : r" , Y
1 -j
7ee :
i T
\
:otal- CPFE: . . $ 2 9 9 , 8 6 9 . 8 4
yer_iqd d £ ~ e r f b r m a n c e : 0 .9 / 3. 0 / 2 0 8 2 t o
19/29/2003
< - . ..
'otal amount o f a w a r d : $ 2 9 9 , 8 6 9 . 8 4 . T h e
~ b l i g a t i o nf o r t h i s a w a r d i s shown i n b o x
- 7 (1).

NSN 7 5 4 0 4 1 -1 52-8082 50348-1 01 rlONAL FORM 348 (10-83)
~cnbedby GSA
(48 CFR) 53 213fc)
STATEMENT OF WORK - Task Order 0007
Hispanic American Contract
--
I. SCOPE
A. BACKGROUND
-
Hispanic AmericansILatinos comprise one of the fastest-growing segments of the U.S.
- popylation, though there are many distinct-subgroups withm this population ir
. ~ . :-d e t y of-cultural and linguisti~issues. This diversity makes it difficult f o H

~
--- - - -
- - -
to obtain information &d navigate the ~edicare&drelatedp~~grarxis:effe&!
CMS, like mahyoth& agencies, has struggled with the challenge: of ....
ensuring that Hispapics, especially those in the neediest segments of the popu: ltion, are
able to access and utilize information about the programs it administers. Some~work
has already been done to identify key demographic and cultural characteristics 'of the
U.S. Hispanic population. However, this research relied on pre-2000 Census data, and
needs to be updated with current statistics.
CMS continues twkstve toward: 1 ) providing Hispanics with culturally and ~

linguistically appropriate information, and 2) improving access to health care and CMS
program information, especially to Hispanics facing the greatest bamers to ac&.
- ..
B. PURPOSE:
- . . -~.
The purpose of this task order is to further the Horizons Project relative to the hispanic
community by taking existing Medicare + Choice and related materials and enduring
that theinformation is provided in a linguistically and culturally appropriate-m-er.
A. General
The contractor shall build upon the work that has been done to develop and test
strategies-for reaching Hispanic beneficiaries about CMS program&clud(ng
Medicare/Medicare+Choice, the Medicare Savings Program, and others de eloped
Y
under the earlier phases of the HORIZONS contract. The contractor shall test and
jmprove information dissemination strategies, providing CMS with
recommendations on: 1) who or what would be the best agent or medium t deliver
the information, including howCMS can foster and develop partnerships yith
9
organizations that effectively work with specific Hispanic communities; 2) when
would be the best time30 provide the information; 3) where CMS should p/ace the
information to best reach particular members of the Hispanic population; add (4)
what information should be adapted or transcreated. (Note: "~ranscreatiod"in this
context is the process of determining the suitability of a message to a targi d
facing cultural and linguistic barriers, and transfemng the conA ~tin
that message, not just into words, in an appropriate idiom, tone, and graph look to
a suitable communicatiorrmedium.)
The contractor shall focus on the information needs of persons who are en
Medicare, or who might be eligible for benefits. The contractor shall cons
variety of communication channels including, but not limited to: print, fac
interactions, video, Internet, 1 -800-Medicare, public service radio andlor t
-agnouncements, paid advertisements,.and "non-traditional" media.
'
L -,- -
-
- .- -.-.-
- --
:
----
. ....
A. Specific Tasks -%-- -
- .. .
1. Develop a Proiect Plan
The contractor shall develop a comprehensive Project Plan that int rates
the tasks defined above. describes any proposed activities, and add sses all
aspects of the development, testing, packaging, distribution and ev lation
of materials. The Project Plan shall be developed in consultation \ h staff
and othqs as directed by the Project Officer/Government Task Lez :r
(PO/G&), in consultation with CMS's Central and Regional Offic staff,.
other contractors, service partners, representatives of outside orgar ations,
and advocacy groups. The contractor shall ensure that CMS staff i il
pWn"e'is-are7nformed on all aspects of project activities and maten s so that
- knowledge transfer occurs. After CMS's r e v i ~ g n dapproval, the
a
contractor shall implement the Project Plan as approved. ' "
Thexontractor shall submit the draft plan within 15 business days :er the
+ post-award meeting. Withln 10 business days after receiving the c ft, CMS
.-. -=-- . . .. ,- . . ._ .project staff-wil-1review-and discussthe project plan and discuss-a
. ..
A . needed s-
. . modific'abons with the iontractor:- No later than 5 business days a
discussions, the co.ntractor shall provide a final project plan incorp ating all
the agreed-upon changes, to be used by the Government and the cc tractor
to monitor contract progress. The project plan shall include a desc )tion,
timeframe, personnel and other resource requirements (including t use of
any subcontractor), the respective roles the contractor and CMS PI ect
...>: ::. -
Gaff, assumptions, and constraints for each task and subtask...
Draft due: 11/08/02

Final due:12/02/02
2. Materials Development, Clearance, and Production
The contractor shall be required to produce a variety of CMS health h d

program-related informational and other materials targeted
population, so that CMS will be able to provide its customers with
- -- - usable and understandable.
appropriate information that is readily
- ---
0 7 - -
a
4
- --
The adaptation or transcreation of mateiials shourd 'dmider:
income levels in ihe target population; language(s) [including c a r e 6 ers'
-
-
Y - -
~
limitations with the English language]; arrd the perceptions, needs, and wants
of the target Hispanic Medicare population whom CMS serves.
The materials include, but are not limited to: pamphlets, brochures, ~
handbooks, videos, posters and public service announcements. If appropriate,
the contractor may be required to develop materials in formats not sdecified
above f w use in non-traditional channels. The print materials should be
electronic versions in CMS standard formats (i.e., ~ i c r o s o f t
Word, Excel or Powerpaint). All print materials developed shall be provided
in camera-ready and electronic (if appropriate) media for delivery to CMS.
,&el&,. d
I --
-- The contractor shall conduct focus groups and/or cogitive testing on the
adapted or transcreated material, and apply othe~~ppropriate-social darketing
research tools to assure that CMS's customers can understand and reAdily use
the infamation.
Development will include:.J) CMS subjqct matter expert and 2) t r d l a t o r

. *
reviews (Ghich may or may not be concurrent) of initia1,and sihsiq+n7---
--
drafts. .-- - -
Due Date: Draft: 2/1/03

Final: O4/3O/O3
3. Test targeted strategies for providing information to the ~ i s d n i c
population, focusing on the information needs of Medicare beneficiaries
and/or those individuals who may be eligible for Medicare. 1
- -
a. Each informationproduct will be focus-tested and pilot-tested.as

appropfiate, to determine effective communication and dissemination
approaches by the contractor. Appropriate clearances and appdovals
shall be obtained prior to starting any pilot test effort by contrdctor and
CMS. Pilot test protocolr shall include performance rneasurerht
- strategies to detimine whether accessibility and usability hav4
.. *- --
. --
- .
The deliverable associated with this task shall include a test package
containing the materials to be used, identification of the testin4 location
(ie. facility), date@)of the test, and recommended protocol (diskussion
guides, etc) for testing.
~
This deliverable is due 10 days prior to the actual test.
b. Summarize the findings of the test, make recommendations on tl

content, nature, graphc design, number of required variations, etc.,
cuM?all~airpropriate CMS and Medicare-related information.
. . - -- -
The deliverable associated with this task is a written repon offin;
final recommendations addressing all of the testfindings.
-
This deliverable is due 10 days a f e r the actual test.
c. Update or valldate/make new recommendations for HORIZON:

~ o o l k i t h i d i b o o ksupplement(s) that will identify formal and infc ma1
channels for providing information to CMS customers within the t; geted
Hispanic population.
The deliverable associated with this task is a supplemental repor

identihing new material that was developed and tested, includin~
pertinent research, test results, and recommendations for materic
improvement or dissemination approaches.
This deliverable is due within 2 months of the completion of testi P
4
4. Expansion of Partnerinn Network Resources
The contractor s h d validate and continue to develop: 1) key co-unity
-.
partners within the targeted Hispanic population at the national and local
levels, and 2) community-level coalitions to facilitate strateges for outreach,
education, communication and marketing. In addition, the contractor shall
provide recommendations on how CMS can develop and foster
I
with effective organizations associated with targeted Hispanic groups.
I
-
. - -
#
- The deliverable axsuciated wiih-*is task is a series of interim repdrts to bd

4
included as a portion of the Monthly Report, as wptras a sgplemejit 6

t h e P ~ 0 R IToolkil/Guidebook
~ 0 ~ ~
--
-.
- - -
This deliverable is due: Monthly, as part of the monthly report, and as
described above.
5. Conduct ongoing environmental scanning to identify, research and _

-
. .. .-
reporOon factors that update CMS's knowledge of the demographic -.
charact&istics of the Hispanic population, relevant to the goals 'of this

proiect. - I
-
Th~rc-Cmtfactar shall continue to conduct research and environmentdl
scanning to update CMS' current data on the Hispanic-- - population. 1
~ a r t i c u k e&phssis
r should be placed on factors that coulddfect a d e s s i r r
information, such as: the identification of effective information and outreach
strategies for the Hispanic population; assessments of information rLsources;
and identification of information dissemination strategies/opportuni/ies.
Research should include _demograph€-dementsreported in the 2009 Census
ardi othei aata sources, for example: statistics on the aged (6Yarid d&rr
A- -
segments, income - - levels,
- - disease
- incidence and health disparities, A d
geograph;kal clusters. The contractor shall periodically report on tde results
of this work.
The deliverable associated with this task is a series of interim reports to be

included as aportion of the Monthly Report, as weif as a suP91embnt to
the HORIZONS Toolkil/Guidebook
This deliverable is due: Monthly, aspart of the monthly report, aAd as

described above.
-
6. Executive Presentations
The contractor shall prepare and deliver a total of three to four executive-
level presentations at CMS Central Office in Baltimore or at the a$encYqs
Washington, DC m e as required by the CMS project staff. This may
include development o f briefing materials and supporting documentation as
requested by the GTL. (To be provided in hardcopy in sufficient &antity for
all attendees.)
In addition, the contractor may be expected to attend and support to 8 4

additional meetings over the terms of the contract for workshops,
conferences,
- .etc, r2bted to the project.
-. . - -
.- - - - .-.-. . . -- . -.
-
. 1 -1: -7
_.>
.- .
I
.-
.... - -.--
--. - -
Due Date: As directed by the PO/GTL
-. . . .
1- -. .-
7. Reporting Requirements 1
The contractorshall provide the deliverables identified in the ~chebuleof
Deliverables. All written documentation shall be delivered to the qO/GTL ........ --
via two L2) hard copies in addition to an electronic file via E-mail or a 3.5 -.-
inch diaette, in accordance with accepted CMS standards. All deliverables

.-.
will be accepted subject to the approval of the POIGTL, and shall become
the property of the Government upon delivery. The Government d a y .... -_.:
I
m Timk r o r use the products in any manner it deems appropriate. .. .
--.-
The c&ra&r is advised that ouhlic release of any fmbiaes pl!oducd

in the course of this task order must be approved in writing b y the
proiect staff and the Contracting Officer prior to its dissemination.
8. Schedule of Deliverables 1
I
DescriptiodTask Due Date ~istribution

Number
r # l : Project Plan I Draft: 1 1/08/02 I Origmal+ 1 0copies to 1
L
1 #2: Materials
Final: 12/02/02
Draft: 21 1103
GTL.-, -1
) Original + 10copies to
I 'Final: 4130103 GTL
-
I
1
3a. Test Package- - 10 days prior to test Original + 10 copies to
GTL
I
3b. Test Report 10 days after test Original + 10 copies to 1
cornpletlon GTL I i
3c. Written Within 2 months of Original + 10 copies to '
supplements to
HORIZONS --- *
the end of testing GTL
i
Toolkit/Guidebook
kt4; Partnering Network Included as a portion Original + 10'copies to
Resources of the monthly report, GTL
and as supplement to
Taolkit/Guidebook
#5: Environmental
--
Included as a portion Original + 10 copies to I
r
-- of the month& report, GTL . .-
and as supplement tb ' ---.

.--.
~- --
Toolkit/Guidebook .
-. .
#6: Executive As directed'by the'
Presentations
Contractor Self Quarterly; dates to be Original and 10 copies
Assessment established. to the contracking
Officer I
.+' .;.
%?
9. Contcactor Requirements
-
The contractor shall fulfill the following administration --.
.
-ri- +.-
requireLents in addition to the above stated task requiremjnts.
-.
I
' -
A. --Post-awardmeeting.
-The contractor shall meet with CMS project staff at CMS centkr Office
. .
in Baltimore, Maryland within 5 business days of the task or&i award.

.. .. The purpose o f this meetingwill-+eintroductions between.
the CMS_%d
- -.. . .. -. . .
.--
'- con&ctor project stiff, detailkd review and discussion of the contract
requkgfiqts, ad-for CMS to provide the contractor with background
material including previous demographic reports and materials relating
to the ongoing HORIZONS project. The contractor shall provide a
written report of the discussion and decisions reached within 3
. .. . - ,. .- .- - government business days of this meeting.
B. Weekly status meetings.
Beginning with the submission of the final project plan, the coniractor
shall meet with CMS project staff on a weekly basis, in person &rby
telephone, on a rriutiially agreeable day of the week, to discuss 1
accomplishments and project status. Within 3 business days of kach
meeting, thgcontractor shall prepare and submit a written report of the
discussion, action items and any decisions reached. 1
C. Key Personnel
-
The contractor shall provideproject staff with the appropriate skillk and
- - .. experience required for these tasks. It is expected that the contractdr staff .
- ...
~
.... . . . . . . .. . .,.
--- -..
- shall demonstratestills in perf6rmance measurement, quality imp(ovement
--.. -. -
--
techniques and strategies, and the colltction and usewf market res'EiifcW.
I
<.-
. .
- -- '
-.--
..
--
along with basiz knowledge of the Medicare program. .-I
'.
10. Government Property
All materials and products produced in the performance of this task ordc , are the
exclusive property of the Government. The contractor shall not utilize 2 iy of the ..... ..-
materials o ~ p ~ ~ d ufor
c tprivate
s ventures or public dissemination with01 t the _._ -
prior written%onsent of the Contracting Officer.
11. Peribrt"crfPerformance
- .. - --.-
The period ofpe&mance shall be from.September 30,2002 threugh S
29,2003.
I
12101226-6827 P-2
:ul 08 03 1 2 : 0 4 p cutting Edge I P --86,'a9
JUL-08-2003 0?:27 ... . -.
3. 10 ...-.. --....-.-. ,
02218 -
CENTERS FOR MEDICARE L MEDICAID SR

ACQUISITION h GRANT6 GROUP
7500 SECURITY BLVD. .
BALTIMORE ND 21244-1050
GEORGSTTE E
Contract S p e c i a l i s t
VLANC;AS
Centers for Medicare/Mdlcald S e n

7500 Securlty Boulevard
I
-
- - W l Stop C.2-21-15
B e l t m o r e #D 2 1 2 4 4 - 1 8 5 0
8 N A N #NO *ODRESSOF CON?RACTOR (No. ~ W Ly.SYU w U Z W C
Mm q OI W - T OF SOLCFTATDkWO
Cutting Edge Communications, Znc.

A r m : Denise Herrera-Wietere
- 9 2 2 S . Alamo Screet
II g0. MRD (SEE l F M f I/
I
- .
.. .
-
-
-.--
-.
CODE
..
__
'-.
.
.. I
.
-
.-
-. .... .
..
. -
17 9 . . - :
*,
ICAGL~CODE
--- .
-.
- 500-99-0036
=
0007
10B:MTED
09/30/2002
(SEEITEM IS)
. -
:
:>.
'7
I
I -
.__ .
; ;
- 7
..
8
.. .-
See Schedule
1 3 h y 5 ITEM APPLE3 ONLY TO MOOFICATIONS OF CDNTRACTSORDERS. I
Tax ID N u m b e : 1.4
see ~ w e 2- . .. -..-- a -- . .=.-
. ~
* ' "Perio'd o f ~ e r f o r & c e : .'09/30/6002 to 0 9 / 2 9 / 2 0 0 4 =

Jul 08 03 12:04p Cutting Edge
JUL-08-2003 07: 2B 118
Contractor: Cutting Edge CammlrnrcaGons Page 2

Contract #: 500-99-0036
Task Order #: 0007
Modihcation #: 00000I -
Due to numerous government delays and related depdencres witkrn the contract task
Contract #: 500-99-0036, Task Order 0007, as modified, is hereby further modified to
reflect the following changes;
I . Delete the current Scheduk of Deliverab\es.

2 . Insert the following revised schedule?
-- ..
.-
-.
- - .:
..
+ .
- -
-
<5
-- ..
Defivenrble. - DeScrjptron... - ,:-.ate --{..'..,
-- .--: ..
.-
-
. .- :-
I-.
..
.- :.- 1-2 bilingual print product
--.--
Product Developmart - 0710703-1011 510F -- '
-
. . ..
sampIes (prw. svcs., . . -. -

.. care@ver , -:
Expert Panel Review and November 14,2003 1

Report
Dissemination January 2004
SwategyIPilot Testmg drefi
Proposal . .
Dissemination .., <.- March - May 2004

SuategyfPilot ~esti&-' 1 .
Product Development 1 bilipgual AV product ( May - August 2004 1
(scriptan& storyboard
.<.-*.* - -3. ..a mock-up/transneation =_.-
--
Demographic Research SES and ttcctdaturation July 2004 1

- research, update on partner --- - -..
. -<
networks, bibhography
sources,additional topics
TBD bv CMS
Executiye Presentations TBD-CMS
W o r k s h o p / S ~ n aSupport - Knowledge Transfer - .--, Ongoing through Septcrnb
/ :. ; d
I
20W
-- -
Monthly Report
. --
1- - -
1 1 5 I h of each month
3:' This is a no cost modificalion to the contract. Funds remaining are suficient to
compl.etethe ebove.
4. The period of performance is extended through September 29,2004.
.... . . - 5 . ~ l l&her
. terms mdconditions remain the sat&. -
. + - -
ORDER F"S SUPPLIES OR SERVICES 1 1 PAGE Oi P4GES
IMPORTANT : Mark all packages and papers wi. tbntract andlor order numbers. 1 1 ! i
1 DATE OF ORDER 2 CONTRACT NO (Ifany) 6 SHlP TO
3 ORDER NO 4 REOUISITION/REFERENCE NO Not Applicable
5 ISSUING OFFICE (Address correspondence lo) b. STREET ADDRESS
CENTERS FOR MEDICARE & MEDICAID SR - -

7 5 0 0 SECURITY BLVD.
BALTIMORE MD 2 1 2 4 4 - 1 8 5 0
- -
7 TO ~ e n i s eHerrera-Wieters \. f SHlP VIA
a NAME OF CONTRACTDR _- -
- -
- Cut king - Edge . e ~ ~ b ~ ~ i f a ~ .~
I t c ~ -- n ~ , . - 8. TYPE OF ORDER
R - -~-a:PuRcHAsE.- . - . -.-. . . . . . . .
- -. - - -- - .
---. .
c. STREET ADDRESS REFERENCE YOUR. ......
. . . . .
.-
9 2 2 S. ~ l a m o~ t t e e t Except for billing lnstructlons on me -. .'
reverse. tnls delivery order 1s sublecl
to instruclIons contained on lnls s~de "
only of I n 6 f o n and IS issued subpcl
Please furnish the follomng on the t e n s and to the t e n s and cond~t~ons of Ihe
conditions specified on both sides of this order and abovenumbered contract.
on the attached sheets, if any, including delivey as
d. CITY e. STATE f. ZIP CODE indicated.
9. ACCOUNTING AND APPROPRIATIONS DATA . - 10. REQUISITIONING OFFICE .i .--
05992831 75x0511 2522 A'!%- i 1 CENTER FOR BENEFICIARY CHOSCES
I
-.-a
11 BUSINESS CLASSIFICATION (Check appropriate box(es)) ..

P] &MALL - [r~b. OTHER THAN SMALL -
. C. DISADVANTAGED $. w o ~ E l j - o w ~ E,. ~
12: F.O.B. POINT
Destination
13. PLACE OF
-
14. GOVERNMENT BIL NO 15. DELIVER TO F.0.B POINT
ON OR BEFORE (Dale) I 16. DISCOUNT TERMS
a. INSPECTION I b ACCEPTANCE .
09/29/2003
Destination bestinatibn- 1. ---.-
.. .-
1 1
, ., - .-.-
17. SCHEDULE (See reverse for Rejections)
I
I QUANTITY T UNIT QUANTITY
ITEM NO. SUPPLIES OR SERVICES ORDERED
(C)
PRICE
(e)
-
(f)
AMOUNT ACCEPTED
(9)
. .-*
- .....
The Contractor shall -~rovideservices in -

... - .
..---
...... - -.--. -.
support of the Census Update Demographic

. . . .
Research and Analysis--Taskin-accordance
with the attached statement of work.
Continued ...
19 GROSS SHIPPING WEIGHT 'OlCE NO
-.-
17(h). TOT.
21. MAIL INVOICE TO (Con!.
a. NAME $34,961.00
SEE BILLING oages)
INSTRUCTIONS
DHHS,HCFA,OFM,FSG
ON
s ~ ~ E E ~ n D foo r~P ~
o sBox)
s DiV. of Financial Operations,
REVERSE
P.O. Box 7 5 2 0 .-
17(i).
GRAND
Baltimore MD 21207-0520 1 $34,961.001 TOTAL
22. UNITED STATES OF AMERICA 23. NAME (Jyped)

BY (S~gnature) EDWARD HODGES I
TITLE : CONTRACTlNGlORDERlNG OFFICER
NSN 7540-01-1 52-8083
Prewous edition not usable
i OPTIONAL FORM 347
Prescr~bedby GSA. FAR(48 CFR) 53.213(e)
(Rev. 6/95)
OCT-24-2002 09:21 02218
V d * Y L D * I V.. 11, . -.C- -.. --..- ---
-
IMPORTANT: Mark all packages and papers mii, antract and/or order numbers
DATE OF ORDER I CONTRACT No
OUANTITY
ITEM L(O. SUPPLIES OR SERVICES ACCEPTED
re) Ib)
his task order i s Cost-Plus-Fixed-Fee at

ollows :
otal Estimated Costs

I"
-
- -
ixed Fee:
--- - - - -/'
otal Estimated CPFP: S34.961.00
he Government Task Leader (GTL) is: *.

- ...
... -
MS. :- aura iternandez --.
--
Centers for Medicare--&~Medicaid Servicf
7500 security ~ ' l v d . ; '-~aii-StopS1-20-2:
~altiiore,MD 21244-1850
(410) 786-7980
eriod of Performance: 09/30/2002 to

9/29/2003
o t a l amount of award:" $34,961.00. The

bligation for .this award is-sho& in bo2
TOTAL CARRIED FORWARD TO 1ST PAGE (ITEM 17(H)!

NSN 754041.152-8082 50348.101 OPTlO FORM 348 (RW.6/95)
Rsscno c9A
FAR 148 53.2131~)
Census Update Demographic Research and Analysis Task
Contract #500-99-0036, Task Order #0008
Cutting Edge Communications,
- -
Inc.
-
I. SCOPE
-
Census Demographic Research and Analysis Task
-
A. Background
-
,
-CMShG dec-ned that there is a n&d to conduct population-based& compilatit
and analysls efforts to-inform the Agency's policy development process and suBoit t
Agency's cvstomer service goals. Specifically, CMS seeks .to address the needs of
diverse populations with aZfocuson those individuals who experience barriers to
accessing health care information because of language or cultke. The data collection
needs that have been identified include the need to identify linguistic isolation through
an assessment of household English language ability and the use of household languag~s
other than English as well as information on the geographc location and age cohorts of
these populations. Additional elements pertaining to educatiodliteracy levels may alsoI
--z
need to be examined. A
-
- B. purpose
-
-
/
.
$
-
*
A .,&
The purpose of this task order is to obtain assistance with the compiling
---. - and analysis 01
,. .-
data generatecfby the U.S:-Bureau of Census' 2000 Census.
- A. General
. - -
CMS is requesting the compilation and analysis of data born the U S . Bureau of Census
that will provide an updated identification of both household linguistic ability and
isolation to inform the development of an Agency translation policy, consumer
information materials and services suitable for use in targeting both the diverse
popuTations of both individuals with Medicare and their caregivers. --.. -
The contractor shall consult the U.S. Bureau 0.f Census and CMS on the availability bf
data as wel! as the best means by which to hlfill the specialized data request(s)
necessary); obtain the actual data extraction(s); and provide written data analysis (es).
- (ii
CMS will provide guidance to the contractor in the form of a complete explanation and
description of the data needs forthe purpose of fulfilling the special tabulation data
request(s) and associated analysis activities.
B. Specific Tasks
--- 1. 2000 Census Data Update - -
The contractor shall work closely with CMS to compile 2000 Census data tables anc
conduct analysis of: (1) language (other than English) spoken at home; and (2) the
ability to speak English for all population categories by geographic state and age
breakouts. The contractor shall also obtain data on educational attainment where
rlpl - c
feasrble. =
- - -.-
* "- *
The deliverable associated with this task is the proposed approach to presentation-of
2000 Census update.
The due date for this deliverable is November 15,2002.
2. Written Analysis
The contractor shall pr&vi?ie a written analysis of the 2000 Census data in accon
=
with instructions to be furnished by CMS. The contractor shall provide a cornparis
2000 Census data with 1990 baseline data previously compiled and analyzed.
.,..l..C.. " .. r
The written draft report is due no later than March 30,2003
- --
The written final report is due no later than May 30,2003.
* .. -. : .-
3. Data Findin'gs Presentations
, = :
...
.
_ ,
. .
.
. .
.--
.
>
.
G =
.- - . . ...
The contractor shall provide the data findings in presentation formats for use .in
conferences or internal Agency briefing.
The written draft material is due no later than July 3 1,2003.
The%tten final material is due no later than August 3 1, 2003. -.- .
The contractor shall track the publishing-schedule of Census 2000 demographic up(
to assist CMS in conducting any--follow-up of the companion data elements as soon
-
they become available.

The contractor shall document progress in obtaining these data via the monthly rep
requirement and provide immediate notification to CMS when these data become
available.
- - -
C. Reporting Requirements
All written documentation shall be delivered to the POIGTL via two (2) hard copit
addition to an electronic file via 3.5" diskette or CD-ROM, in accordance with acc
. CMS standards. *
..
- - -~
.-
- -.-- . *,.
- . ...~.. .. - .
- - ..
.
-
~ . A
....
0 - - -.- -
D. Deliverables - . . . .-
-
... . ./ . . ~
-- ~-
-..-
-.
~ & e sand Due Dates of Deliverables
1. Proposed Approach to Presentation of 2000 Update

November 1 5,2002
2. Written Analyses
Draft due no laferi,&m March 30,2003.
Final due no later than May 30,2003 2
>
3. Data Findin~sSP,re~en@tions
Draft due no later than July 3 1, 2003.
Final-due no later than August 3 1,2003 --- - . .-

Progress docuri'lentation via monthly report requirements;
immediate notification..to- CMS when inforpatlon
- - becomes available.
- . C # C _ . - .. .- . .
.<
- . .
,I
C r i
5. Monthly Reports ( ~ b r m aprovided

t as "Attachment A" to this document.)
Due no later than -13th of rhdikKfollowing reporting period.
E. Dissemination of Information
.. -
The contractor is advised that public release of any findings produced in the L O ~
this task order is prohibited without the prior written approval of the CMS Contra
Officer.
F. Period of Performance
The period of performance for t h s effort shal.1 be fiom September 23, 2002 th
--- September 22,2003.
- -
Mar 26 03 02:12p Cuttlng Edge I2101 226-682'
MRR-26-2003 12:58 !1B 0221
I I :
7 A U E N O U F N l / ~ l F l C A T I O NNO 3 E F F K T I M MTE I RERUISITIKWPVRCWSE RE0 NO 5 PROJECT NO
000001 See Block 16C
B. I S S U BY
~ CODE I AGG/DPC '. ADMNmERED BY (IIOIIIWUIY, 0) CODE )
CENTERS FOR MEDlCARE & MEDICAID SR GEORGETTE E. VLANGAS
7500 SECURITY BLM. -. Centers for Medicare/Kedicaid S e n
BALTIMORE MD 21244-1050 7500 Security Boulevard
.=. .- - Hail Stop C2-21-15
8. W M E A N D &DURESS OF CDNTFUCTOR (M.
SrCC(, Wunlq. Slate Jnd ZIP Cads;
- .
..
Cutting Edge Communications, I n c .
9B. =TED (SEEITEN t l )
A t t n : Denise Herrera-Wieters
-
' 9 2 2 S . Alamo Street
. . . -....-..
. .. . . . . ..
- . . .- - .- -- ---
.- -.. - * - - - . .
-
- '
-CODE -- FACLTTtDDE l09/30/2002 .- ;-;-.

e . .
11. THIS ITEM ONLY APPLIES ' )AMENDMENT OF SOLICITATIONS
See Schedule - -- -- - -
13: THtS ITEM APPLIES ONLY TO MODlFlCATlONS OF CONTRACTSIORDERS.

MODIFIES
THE CONTRACT/ORDER NO. AS DESCRIRED IN ITEM 14.
-U
(XI
17I
A
-
THISCWNGE ORDER IS ISSUED PURSUM~O. (Sw=cfyMhsmy)TUe CNANGES seT FORTW IN ITEM 14 ARE WDE IN M E CONTRACT ORDER NO IN I
-
D1 B THE M O V E NWEERED CONlRACTldROW 19 H001FLU) TO W U C T TME ADUINISTRATNE PUNOES (wen sa tnaqtbJ maalnp ou~c.
m m m m *n r.,m ~r
~~annnn. PMWM TO WE m ~ rornFAR 43 103 IW
L' [ - . . --. --.-

0 . OTHER ~ S D W ~ Wdmod.fe.1M
B ~ o a ~ m y ) , .-
Mutual Aqreement B e t w e e n the P a r t i e s
-. . - -. - - .
PREVIOUS
M a r 26 03 02:12p Cutting Edge
MFR-26-2003 12:58 ?1B
Contractor: Cutting Edge Commun~cations Page 2

Contract #: 500-99-0036
Task Order #: 0008
Modification #: OOOOO1
Date: March 1 b2003
The purpose of this modification is to incorporate the dellvery of the Final 2000 Census
Report prev~ouslyassigned to Task Order 0005 The date of delivery of t h ~ sreport is
contingent upon the completion of Task Order 0005 and shall be deterrn~nedat a later
- -- ---
-
time.
-
A11 & h e ten&
-
~
- - .-
%
and conditions %hain the samk

-
- - -
--- - 1- - -. - - - *
. > -
LAST ITEM ..
Contractor: Cutting Edge Communications Page 2
Contract #: 500-99-0036
Task Order #: 0008
Modification #: 000001
Date: March 1 8,2003
.-- -
The purpose of this modification is t i incorporate the delivery of the Final 2000 Cen
Report previously assigned to Task Order 0005. The date of delivery of this report i
contingent upon the completion of Task Order 0005 and shall be determined at a latt
time.
. . - -- terms and conditions remain the ST.

.All other
.. -.- LAST ITEM

2 AMENOMENTIK)D~CATIOC NO 13 EFFECTIVE WTE
000002 See B l o c k L6C
I
a SUEDB BY AGG/DPC ? aLININlaTEllLDOT (11o m a m x , ~ s m
61
1
CENTERS FOR WEDXCARE h MEDICAID 3 R FEORGE'I'TE E. VLANGAS
ACQUISITION & GRANTS GROUP Contract Special ~st
7 5 0 0 SECURITY E L M . Cemen for m ~ c m e / M e d ~ c a lSde w .
BALTIMORE MD 2L244-1850 7500 Security Doulevard
Mail Stop C2-21-15
-
( x ) .O* AUEWDMPJl OF 6CWCHARQN NO

A t tn: Denise Herrera-llierctrs
9 2 2 3. AlamO Street
-San Antonio TX 78205-3429
x- 5 0 0 - 9 9 - 0 0 3 6
?&A MODIEICATIONOf CONTR4CTICIROEP NO
-0 0 0 8
10%DATED (SEE ITEM 13) ---
I
J--
.. ,r* -
.-
S e e Schedae I
13. !pS31TEM *PRIES ONLY TU MODIFKATIONS OF CONTRACTSIOROERS. I
IT #~DIFIES
M E CONTRACTIORDER NO AS DESCRIBED IN ITEM 14. I
(XI
n l
A YHlS C w G ORDER Is 1sSuEDPURSUANT T W f S p . e l ( l ~TkLECMAUGEsSET LDRTCROTEM Id &WWIOE WTN€CONT(UCT ORDER K) If4 I R H l M
I
. - -
- Period of Performance: 0 9 / 3 0 / 2 & 2 t o 09/29/2004
~4
~ Z;
O I O *hewn.
~ ~ a
m mm.ena mMBOnPdl10e O O ( . U ~ R(-OPO
~ I in Hem PAP104 JIN~LIW -OM, ccrnanc m m m g a a snb n 1111 -I Bnd &I. I
1%. N L M A N D T I U OF YCNERfTppaWprm) I
Cutting Edge
;I e
Contractor: Cuthng Edge communicat~ons Page 2

Contract.#: 500-99-0036
Task Order 8: OR08
-
Due to numerous government &la$ and related dependencies within €hecontract tasksI
Contract #: 500-99-0036,Task Ordcr 0008,as modified,is hereby funher modified to
r e k t the following changes:
1. Delete the cmmt Schedule of Delivqnbles.

2. Insert the following revlsed schedule:
- .- I
- - ~efivekble D~scripuon - - - - %te - =*I
Intenm Repon , ,200OLanyage August 22,2003 "1
-Fmg Repon 2000 Language October 1 7.2003 I
Draft Data Fmddings presentation January 9,2004
materials
F~nal Data Findurgs presentation M m b 3, 2004
materials
Executive Prerenta~ion Lanapage Report findmgs May 2004 1
1 I and recommendations 1 I
1 Data Publication , 1 Quarteriy updates ( Through August 2004

I Monthlv reuort 4ci I I 15'" of each month
- - 3. This is a no cost modification to the contract.Funds remaining are sufficient to

com~let~,%~+e!YJ*
4. The period o f performance is extended through September 29,2004.
5. --All other terms and conditions remain the same.
---.-
. -
I
-- ORDER 7-v SUPPLIES OR SERVICES 1 I
PAGE OF
I
PAGES
IMPORTANT : Mark all packages and papers w _ . . ~ o n t r a candlor

t order nun Frs. .. 1 1 2
1 DATE OF ORDER 2 CONTRACT NO (If any) 6. SHIP TO I
06/20/2003 500-99-0036 a. NAME OF CONSIGNEE
3. ORDER NO 4. REQUlSlTlONlREFERENCE NO. Not Applicable I

0009 765-3-144102
5. ISSUING OFFICE (Address correspondence lo) - b STREET ADDRESS
CENTERS FOR MEDICARE & MEDICAID SR

-- -
7500 SECURITY BLVD.
BALTIMORE MD 21244-1850 ..
7. T O : - Denise Herrera-Wieters
c. CITY
f. SHIP VIA
I
1
d. STATE e. ZIP CODE
a NAME OF CONTRACTOR
I
8. TYPE OF O R ~ F R
..
.- . . ..- REFERENCE YOUR: . - -. - .

c STREET ADDRESS
..- -
922 S. Alamo Street Except for bllllng mstructlons on me -. -
,. reverse thns dellvery order 1s subpcl
to InStructlOns contamed on lhls slde
Only of lhls fwm and IS ~ssuedsuDlecl
Please furnish the follornng on the terms and 10 the terms and mndlt~ons01 the
mnditions specified on both sldes of this order and above-numbered contract
an the anached sheets, if any, mduding dellvery as
d. CITY I e. STATE I f. ZIP CODE nd~cated.
San Antonio TX - 78205-3419 II
9. ACCOUNTING AND APPROPRIATIONS DATA 0.REQUISITIONINGOFFICE I . .. ...--
11 BUSINESS CASSIFICATION (Cnecu a p p r o p F e oox(esh\i:

7
' -7
U a. SMALL JI b. OTHER THAN SMALL C. DISADVANTAGED U d . WOMEN-OWNED

..
.-
12. F 0.BrPOINT
14. GOVERNMENT B/L NO. 15. DELIVER TO F.O.B. POINT 16. DISCOUNT TERMS
Destination ON OR BEFORE (Dale)
. . 13 PLACE OF .. . : .. . . -- ..
a, INSPECTION b. ACCEPTANCE 06/30/2004 ~et-30
Destination Destination -
17. SCHEDULE (See reverse for Rejections)

UNIT QUANTITY
SUPPLIES OR SERVICES PRICE ACCEPTED
-- ,&,
-
Tax ID Number: L./
The contractor snalr.provlae s e r v k e s in

lsupport of the Medicar-e National
( ~ u l t i - ~ e d i&a E d u c a t i ~Campalp-
~ fqr 2003
lfor the Spanish market per the attached
l~tatement of Work.
Continued . . .
18 SHIPPING POINT 19 GROSS SHIPPING WEIGH1
*-. -
I I 17(h) TOT
..-a
21 MAIL INVOICE TO (Conr.
a NAME 2r9991878*05
SEE BILLING pages)
INSTRUCTIONS
DHHS,HCFA,OFM,FSG
0A'
..
STREET ADDRESS (Or' O Box) Div . of Financial Operat ions ,
P.O. Box 7520
REVERSE
17(i).
c CITY - .- d STATE e ZIP CODE GRAND
Baltimore MD 21207-0520 2,999,878.05 TOTAL
22 UNITED STATES OF AMERICA 23 NAME (Typed)

B Y (S~gnature) .' A' / MARY E . JONES
8
:
I :f-7 . ,',-
,,'~h '
TITLE . CONTRACTlNGiORDERlNG OFFICER
I
NSN 7540-01-152-8083 OPTIONAL FORM 347 (Rev 6/95,
Prev~ousedll~onnot usable i:
I
pescnbed by GSA. FAR(48 CFR) 53.21 3(e1
LJ
3ul 09 03 01:29p Cutting Edge I2101 226-6827 P. 3
JLL-BY-2003 15:00 r p p.83
IMPORTANT: Mark all padtaqes and p

SCHEDULE -CONTINUATION
andlor omer numbers
a p vnlh cor\(~ad
1°2:16 1 2
DATEOFORDER WNTRLtl NO 1 ORDER W3 1
UNR
PRICE
(a)
Period of Performance: 06/20/2003 to

06/30/2004
- -
- -
J .-I
.Total cost:
F i x e d Fee:
5
* p i
I
Total CPFF: <2,999,078.05 x
is: Laura Hernandez Ca10). U 6 - 7 9 8 0
The Government T a s k Leader for this taek

order i s : Patcy Helphenaclne t+18).
786-0622
The alLernate Government Task Leader for

this task order is: Kelly ~ & r c o h( 4 1 0 )
786-0046
>, '
The Contracting off i%& is : M a r y E . Jones
(410) 786-5163 -
. The Contract Speclalist is: . r r - l r - k . -
GeOrgetCe E.vlanga9 ( 4 1 . 0 f 7 8 6 - 8 3 7 2
- .... - . .. -.. .
In1 hereby acknowledge receipt and
I
Cutting Edge Co~r~mvlications
Total amount of award: $ 2 , 9 9 9 . 8 7 8 . 0 5 . The

oblxgatxon for this award 1s shown in boa
. 17(i)
N9N 151001-152-8012
TOTAL CARRIED.FORWARD TO 1ST PAGE (ITEM 17(H))
-~ ~ I O l
I
OPTIONAL FORM 348 (REV. 61951
Rorcnoud by G$Q
WRIW c t q y t y d
Statement of Work
T h e Centers for Medicare & Medicaid Services (CMS), Department of Health and H u k n Services,
Hispanic Media Buy Medicare National Multi-~edia& Education Campaign for 2003.
'
A. Purpose x
- - -
Icr ---The p q o s e o f t h i s contract is to obtaiii-Technicalprofessional services for the execution

-1
of a national,
,
- -
integrated Spanish language multi-media and education campaign tliat promoteae-mformki1 use Gf -
Medicare inf~rmationchannds by people with Medicare who primarily speak ~~anishytheir caregivers - -
and those "coming of age" (62-64) into the Medicare program. Specifically, h s contrkt is for the
development of a media plan and placement of existing government television a d v e r d n e n t s , and other
newly created media that will have the greatest reach and effect with these audiences. 1
The campaign is targeted to Spanish-speaking people with Medicare, their caregivers, d d those coming
of age. The campaign shall:
21 t
Increase knowledge of 1x00-MEDICAREso Spanish-speaking people with ~ e d i c + eknow where

- to go k,get help with their questions. (Knowing means current knowledge and retained knowledge.)
Identify the purpose of 1-800-MEDICARE
.HA-. - -+. such that people know its purpose, the telephone-
number, and remer-h'ber to use it when they have a need for it.
Increase awareness of the individual's active role in makmg healthcare choices. a --
Convey that 1-800-MEDICMprovides accurate, reliable, understandable,-and relevant consumer
information and resources to help people make informed decisions about their health care coverage.
Associate www.medicare.gov as the Internet alternative resource for 1 -800-MEDICARE.
Build knowledge of the various types of information available through the Medicare information
-. - .- -- -- - - --
. -channels. - - - -- -
,
.I----
Increase awareness of the all the Medicare information resources available, including 1-800-
-
MEDICARE, www.medic-are.gov, theMedicare & You handbook, the State Health hsurance
Assistance programs, and other partnerships.
. .
B.
,.,..f
Background
-
I
This campaign consists primarily of media planning and placement, and focuses-on raising awareness of
Medicare and its information channels, especially 1 -800-MEDICARE. The primary focds is to develop a
media strategy that provides the greatest reach and effect with Spanish-speaking seniors, their caregivers
and coming of agers.
-
A companion general market campaign will also be conducted in 2003 with emphasis during the fall
(October, November, December) and possibly
~- - - into 2004.
-
The following are environmental factors, or "enablers" of the responses sought from o
-
audiences. We want them to:
Recognize Medicare is an important information source for health insurance and hdalth care provider
information.
Identify Medicare's role beyond that of a cl&s processor
Accepi M d i c g e as asource for t q-
g e d , reliabte, and accurate information.
a ,- -
--- - ---_ ..
-
- - -- .- --- /
- & --- --
An integrated multi-media approach is to be used to successfully communicate this information to taiget
audiences in creative, meaningful ways.
Target audiences:
Primary: The Hispanic senior population with an emphasis on people with ~ e d i c d who
~
e primarily
speak Spanish
Secondary: caregive&& those "coming of age"
.- -
- Audience Characteristics:
The majority of people with Medicare are passive or reactive health care information
--- -
seekers/deZsion makers. - -- .; ' .
.. .- - .--r
The Medicare public is relatively unaware of the ~ e d i c a r information

e resources.
People with Medicarg think of Medicare as an insurer/claims processor vs. a provider of Medicare
information.
- -__ Strong name recognition of Medicare and a legacy qf-@ust among beneficiaries.-
@** People with Medicare G b w relatively li&e about
insurance.
c care plan options, benefits;and-suppkmental --
- - - -
People with Medicare 1il;k person-to-person contact such as through 1-800-Medicare or through
certain options on www.medicare.gov.
C. ...?-- Definitions
-
Medicare Information Channels: CMS Medicare primary information channelcaie the toll-free
telephone help line, 1-800-MEDICARE and on the web, www.medicare.gov. Other information
channels include the Medicare & You handbook, the State Health Insurance ~ssistancCProgram, and
regional and partnership outreach
Medicare Program Options: Choices that beneficiaries can make, including choice of health plan,
supplemental and ancillary insurance, service provider, programs to assist people with low-income and
limited assets, and preventive benefits
Page 3 of 6
Medicare Beneficiaries: People who currently receive Medicare services
Caregivers: People who help or suppo~beneficiariesmakmg Medicare decisions
Coming of Agers: People 62-64-who will "age in" to the Medicare program at 65
11. Requirements
-
.-
The contracter shall m s h all necessary services, qualified personnel, mateiials, equi~ment and
CL dcil&ies, not ofhenvise provided by ~
Work (SOW). -- .--.-
~as needed
3 --r
__
, to perform the--requirements of --
.
-
-_.
A. ObjectivesITasks to be performed
Key objectives of this task order include:
With CMS input and approval, the contractor will plan, develop and execute a national integrated
Hispanic multi-media advertising campaign to be conducted in 2003 with an emphasis huring the fall,
(October, November and D w b e r ) and possibly into 2004. The primary focus of the \ask will be
media planning and placement to effectively reach our target audiences. Throughout thk entire-task,
-
CMS andDHHS shall provide input and @prove all stages of development and review 'of the media
plans. Specifically, -,
,a-eh -
Campaign Plan -- -
Develop a workplan, including timeline, critical dependencies and key decis?on poi$s for=deploymg
a 2003 campaign using the industry best practices and building off lessons learned from the 200 1
and 2002 campaigns. -The campaign plan should include ad placementipurchase of h l approved
media, including the use of existing government television advert~sements,as well creative
- ----- - development and produclion of other materials for the-Campaign.
Media Purchase and Placement- - - -
Develop and implement comprehensive, integrated multi-media strategy that takes ilnto account the
diverse Hispanic culture groups and people with lower incomes. The media strate should include
various media outlets within key Hispanic markets throughout the continental
Puerto Rico. The plan will consider and recommend the most effective approach to !each our
audiences through different mediums, including television, print, radio and -the
Conduct all ad placements.
Develop a recommended strategy for CMS input and approval that will leverage paid media
advertising using earned media, partnerships, etc. to promote and reinforce key meJsages using the
many channels and points of contact within
-. CMS including the brand identity of ~ J d i c n r e& You.
) Page 4 of 6
-
Creative Development/Production
- -
Coordinate transition with previous contractor to obtain the existing government advertising m the
proper format needed for final production.
Negotiate usage rights for television (following guidelines set forth by the Screen Actors Guild),
radio, print and Internet materials. In conjunction with the prior advertising creati?e contractor,
procure the proper ad usage rights for placement during the campaign. consideration of efficiencies
-
of purch~e-forthe.2003 campaign=and future use should be included in the negotiation options
ct ,-- p i d e d ~ O C M Sfor approval.
' -
- = -
- -.. -- = ,
-- -
Develop ads for print, radio andhtemet media that are culturally competent-and have universal --
appeal to all Hispanic audiences, including low-income/low-literacybeneficiaries. 1 - .
All creative materials, graphics and text are to be carefully coordinated with and adproved by CMS
and DHHS.
B. Project Deliverables 1
CMS requires technical professional services for the development, implementation, opkration and
-
. --
-
--
management of a national & & m i ~ multi-media campaign. The Contractor shall provide a wide variety
-of planning, coordination, strategy development, oversight and implementation in defiding and carrying
3
- out this cbpaign.

. .
Deliverables will include: 1
1
3. Monthlv Proiect Plan = 1" Monday each month
d
--
July 10,2003 1
C
4. Campaign Plab '
-- * . _ - . September 10,-k003.--- -=-
5. 'Creative Development, production, and FSnalized ~ d s ; ' -
~
.- ~ 6. Media Placement Plan & Purchase

.
7. Recommendations for Next Steps.

- - -
.
.
8. Comprehensive Project Completion Report including

-
.
.-
1
Plan: July 10, $003
Placement: J u l ~ l ~ u g u s t
2003 1
November 30, ;2003
February 1 5,2004 I
.- --
Lessons Learned 1
1 9. Final Ads to be supplied to CMS for Archival Purposes Janue'fO, 2004
10. Regular Meetings with CMS staff in Baltimore & D.C. On Going 1
Page 5 of 6
I . Proiect Management Plan: The Contractor shall provide to the Government ~ a s L

Leader (GTL)
a Project Management Plan, on a weekly basis, whch includes the critical path, hecision points
-
and dependencies, and risk idenfificationhnitigation plan. The plan shall includ4 a
reviewiinclusion of any supplemental CMS media buys (e.g. regional offices). qdditionally, t h s
plan shall ensure minimum cost and labor efficiency in coordinating activities relating to the
design and implementation of this project.
I
- --
2. Weekly Status & Expenditure Reports: The Contractor shall provide to the GTL! on a weekly
- basis,= written status report detailing money spent or obligated to date; correlatd money .-
-
sPeiit/obligiited-towork cornpleiea; e~~ected&~enditures I-- .. each,
over the 30 days foldwing
weekly report tomatch actlvitieslmedia buys and o t h k pertirik*fin"form&ru~to@ sp&ified by
.
the GTL as the project evolves. Expenditure report shall include estimates for all costs associated
with the campaign including labor, creative, development, research, media buy, btc.
3. Monthly Promess Report: The Contractor shall provide to the GTL and the Conuacting Oflicer
an updated monthly project plan for each project conducted under the contract. Information shall
include, but not be limited to:
Project milestones 1
Problems e n c o u n t ' ' and anticipated, recommended solutions
Deliverables due
-
Deliverables submitted and dates~ompleted
.. Key staff resp&ble ...,
4. Campaim Plan: The contractor shall provide a campaign plan that articulates t .d yarhoys --
communications and actions that they will take to ensure that CMS is fulb engaged in the
planning, development, clearance and oversight of the campaign. T h s ~ & ~ a i & ~ l ashall n
include a creative k i e f to ensure that there is a mutual understanding of the goalL of t h s
-. ---...- -
campaign%y all parties
.- . .
- . .
involved.
. - .-
*..
-
_C
-- -
.. -
-.- 1 1
- ... -~ .7 - --.:---... --.
-.
5. Creative ~ e v e l o ~ m e n t ~ ~ r o d u ci t ido~inalized
n
I
Ads: The contractor shall prov de ad concepts
and finalized ads for print, radio-&d Internet media in sizeiformats to be determined. Television
I
creative.will be existing government advertisements. Usage rights for each creatlve piece must
also be included for current and future use by CMS. Based upon final campaign blan and media
plan, creative may consist of
1
-
Print: newspaper, magazine .;x-..
Radio: local, national, syndicated -
lnternet Medialweb: banner ads, micro sites as appropriate, to be determined
6. Media Placement Plan and Purchase:. The plan shall include national and local Aedia
placementsibuys with cost, G u s , time, date, media outlet, lengthisize as appropriate.
Page 6 of 6
7. Recommendations for Next Steps: A report with recommendations for additic a1

and exposure to extend the impact of thls campaign for the Spanish-speaking z dience.
-- - -
8. Comprehensive Project ~ompleti&Report: The Contractor shall provide to th GTL a
comprehensive project completion report that shall include "lessons learned" s d
recommendations for future campaigns.
- -- -
9. Final Ads to be supplied to CMS for Archival Purposes: The Contractor shall 1
-
-all fi~alizedcreative materials, including supporting paperwork regarding usai
contacts fdr renewing usage r i a s . ater rials files- -include:
-
Print: Native graphic files. and all supporting high-resolution &ork and f&
Macintosh platform in Quark XPress, Adobe Photoshop, and Adobe lllustratol
,ovide to the GTL
rights and
. .
i ' . ~ i &AuHt be
-
... .. .
TV and Radio: Master files of filminglrecording in format acceptable for fut .e media
placement.
Internet Medidweb: Finalized files for posting on the web in format accepts le for future
media placement.
10. R e ~ l a Meetings
r with CMS: The contractor will be required to meet face to f :e
with CMS staff in'bdh D.C. and Baltimore throughout the course of the contri :t on as needed
-
basis and regularly on'a schedule to be defined in the project plan. The contra .or will
- participate in weekly status meetings with CMS to report progress on all deliv .ables, tasks, and
- risk mitigatiog,~~ges, ,,_ . .
111. Perioetof Performance: --- -

The period of performance for this task order is fiom June 30,2003 through June 30,
.- .
Cutting Edge
Sep 125 03 12:56p
AMENDMENT OF SOUClTATlONlMOWflCAllON OF COkTRACT 'cownacrmc~t 1 PAGE oc PAGCS
ACQUISITION c GRANTS GROUP - Contract Specialist

7500 SECURITY B L M . Centers for EQedicare/~edicaidServ
BALTINORE W 21244-1850 7 5 0 0 Security Boulevard
Scop C2-21-15
timore MD 21244-1850
-
. ..
--
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tutti.ig:~ d ~Cormmmicacions
A t t n ; Denise
922 S . A l a k
San Antonio TX
e - , -1nc.
Herrere.-Wieterc
Street
- ..
.
.. -
W.DRTED
- Z .
(sEEnEuir)
=,.-..- - . .-
1
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I
79205-3419 x m r W 3 NWCoM~lOilMR
NO
500-99-0036
0009
-
-
CODE
1
L)
.:
7 ~F~CILITY~ODE
A
1
1W.MTEO
(06/20f2003
ISEFlENllI I
I
11. THIS Im ONLY APPLIES TO AMENDMENT OF SOLICITATIONS I
See. Schedule .,.-.- + - - .,c I

13 THIS ITEM APPLIES ONLY TO MODIFICATIONS OF CONTRAGTSIORDERS. I
Tax ID Number:.
See attached. .-;-, 4',.
! '
period of Performance: 06/20/2003 to 06/30/2004
D e m i s e Hezrera-Wie t e r s ., P r e s i d e n r : IMY E. JONES, l

Contractor: Cutting Edge Communications
Contract #: 500-99-0036
Task Order #: 0009
Modification #: 00000 1
The purpose of this modification is to incorporate the information necessary to establish a

letter of credit for the media space purchase.
I
A. Under this task order, the funding js split, as shown below, between 1
..- -
a -
.. .
. . - , --- -
administrative
. - -
. - . . - - .~--of-eredit.
~
invoicing
. -
- -
under
-.---
the
4
prompt
1
Payment
- -
-
-,
I
Act,
p..
-and-the
=..-
8
.
f
establibhed
- ~
letter
I , . - - '.
-
5 - 7 : .
'
..- I ..
<
-
... .
Letter of Credit Portion . .
Total Task Order Amount $2,999;878.051
B. The following FAR Clause, 52.232-12, Advance Payments (MAR 2001),

Alternate I1 (MAR 200 1 ) is hereby incorporated into this task order by qeference.
C. Additionally $he following information is added with regard to the lettdr of credit
to be establis+Ied as part of this task order:
-
Method of Payment - Letter of Credit
-
----*- * -
. . -
(a) The ~ o i t r i c t d&all
r
--.-
be paid with fulids made available under the Fjdcraf-=
Reserve Automated Clearinghouse (ACH) process established by ~ e ~ a h n eof nt
Health and Human Services with the Payment Management System, agdiinst
y h c h the Contractor will withdraw funds pursuant to Federal Reserve Letter of
C r d t -procedurescontained
-- ip Treasury Qepartment Circular 1075 (3 11 CFR Part
.- - _. *-
+ -.- C~..-_A
205).
-- - .- . - -
(b) At the request of the Contractor and subject to the following conditi
Government shall make a letter of credit payment, from time to time,
Contractor. No letter of credit payment shall be made:
- ( I ) Without the approval of the office administering a d v s s e p k n e n t s

I
(hereinafter called the "Administering Office" and designated in,
paragraph (g)(2)) as to the financial necessity therefore (except in the case
of educational institutions);
(2) in an amount which, together with all advance payments made.

exceeds the'Etter of credit amount; and 1
Contract #: 500-99-0036 Page
Task Order #: 0009
~odification#: 00000 1
(3) without a properly certified invoice. The Contractor shall (1) initiate
cash drawdowns only when actually needed for its disbursements! (2)
report timely the cash disbursements and balances as required bd the
-
Administering Office, and 0)impose the same standards of tirndg and
- - amount upon any subcontractors including the h s h i n g of r e p o h of
---
, ,
- cash disbursemenis and balances. Failure to adhere to these matdial
.
-
provisions will be considered an event mder paragraph (f) of
< * .. ---- --- --
-
- (c) The funds drawn by the Contractor against the Federal Reserve Lettel of - -
Cred~tshall be only for current allowable expenditures necessary for the
performance of this task order. The Contractor shall submit requests for
withdrawals no more kequently than on a weekly basis via the approvedform,
Statement of Expenses for PMS Release. Requests will be addressed within
twenty-four (24) hours of receipt at CMS. Upon approval of the request by CMS,
PMS will transfer funds to the Contractor's account the next business day. --
= -
%% I
- - (d) When requested in writing by the Contracting Officer, the ~ontracto!shall .- - -
- repay to the Government such part of the unliquidated balance of the advance
-. . . . --.._
paymenl%'a%shaH~in the opinion of the Contracting Officer, be in excess of the z ~ ..
-
.
. .
. Contractor's
- current
. . -. needs or in excess of the task order
-----price.
..
.. ..R ..- /-.z--
(e) If, upon completion or termination of this task order, all amounts obtained by
the Contractor.under this letter of credit have not been fully liquidated bvI ..
aujhorized charges under the task order, the balance thereof shall be dedhcted .-..
-. -.*+ .. .... .
..
@om.anysums otherwise due to the Contractor from the
..-
excess k i d s shall be repaid b; the contractor to the
.- . . .- -. - .
.-
-
(0Upon the happening of any of the following events of default:

(1) A finding by the Contracting Officer that the Contractor .. .
(i) has failed to observe any of the covenants, conditions, ?r

warranties of these provisions or has failed to with any
material provisions of this task order, or 1
(ii) has so failed to make progress, or is in such unsatisfactory
financial condition? as to endanger performance of this task order,
or
- .-
Contract #: 500-99-0036
Task Order #: 0009
- - I
(iii) has allocated inventory to this task order substantiall&
exceeding reasonable requirements, or 1
(iv) is delinquent in payment of taxes or of the costs of
performance of this~askorder in the ordinary course of biusi
- - -.
- - (2) -appointrnen&fatrustee, receiver or liquidator for all or a sulbst
I
- ---
... .. - .. .-
- .
..
.. .. _
--
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partofthe Contractor's property, o r institutiorr of-ptcy, .-
" ---?:
re~rgaiiiiati~fi,
arrangement or liquidation proceedings by or aga
Contractor;
'..
-.
(3) service of any writ of attachzent, levy of execution, or c o r n

of garnishment proceedings; or
(4) the commission of an act of bankruptcy; .. -. -- :---

,d> 3.
--
the ~overnm&t, without limiting any rightsit may otherwise have, may n its
discretion and &on writtermotice to the Contractor, withhold further wi clrawals
under the Letter of Credit and withhold further payments on this task or r.
. .
Paymentem alsohe stopped for lack of submission of timely and accur; reports -.
---,7
in accordance with task order requirements. Upon the continuance of an: iuch
--
events of default for a period of thlrty (30) days aftei%Gchwrittennotice , tk-
Contractor, the Government may, in its discretion, and without limiting , y other
- the Government may have, take the following additional ac
rights which ms as it
- deem appropriate in the circumstances:
may -. ..
.- -- - .
-(I) Charge interest on gdvance outstanding during the rid:of s-
any such default at the rate established by the Secretary of the TI sury .... -
pursuaiit to Public Law 92-4 1, 80 Stat. 97 for the Renegotiation I ard;
(2) Demand immediate repayment of the unliquidated balance of

payments hereunder; andlor
(3) Take possession of and, with or without advertisement~'~el1 a lublic

sale at which the Government may be purchaser, or at a private s :, all or
any part of the property on which the Government has a lien unc - this
task order, and afier deducting any expenses incident to such salc ~PP~Y
the net proceeds of-uch sale in reduction of the unliquidated bal ce of
advance payments hereunder and in reduction of any other clain of the
Governmerrt-qainst the Contractor.
Contract #: 500-99-0036 Page 5
Task Order #: 0009
(g)(l) No interest-shall be charged for advance payments made hereunder, except

interest during a period of default as provided in paragraph (f)(2). The Contractor
shall charge interest at the rate established by the Secretary of the Treasury
pursuant to Public Law 92-41 85 Stat. 97 for the Renegotiation Board on
subadvances or downpayments to subcontractors and such interest will be credit4
- - to the account of the Gowgmment. However, interest need not be charged on
subadvances on subcontracts with educatiorial.or research institutions pi%\?d& ' '
- such subcontracts dreawarded without profit or fee for research, development or
.
- experimental work.
(2) The office administering letter of credit payments is designated as the

Centers for Medicare & Medicaid Services. The point of contact is the
Contracting Officer, Ms. Mary E. Jones. Her phone number is (410) 786-
5163.
D. Letter of ~ r L & ~ x ~ e n d i t u and

r e Account Report
On a monthly basis, the Contractor shall submit a report to both the Contracting Officer
and the Governme&.T+isk-Leader, which details the transactions over the past month - -- .
regarding the letter of credit account. The report shall include details on the expenditures
financedby the lettei. of credit. Ln addition, each ~eportshalrEGntain a summary: which
provides the amount of withdrawals, the amount expended, and the balance remaining on
the letter of credit..-
The Contractor shall submit invoices for the administrative portion of this task otder in
P
accordance with the applicable giiidance found in their master contract, no. 500- 1-0001.
Cutting Edge
310
< -. -<; I
I . CONIRACT ID CODE
AMENDMENT OF SOLICITAfK)N1k~ODKICA~ON
OF CONTRACT
PICE OF PAGE6
I 1
000002 .- see B&s% 16C
IBYUE
'OOE DPC D7. UYnNISTWED BY (71d n ~ r I N flm
n ti1
"D" [AGGIGEV i .-
CENTERS FOR MEDICARE
MEDICAID SR G E O R G M E E. VLANGAS
ACQUISITION b GFlANTS GROUP contract Speciall6c
7500 SENRITY B L M . Centers f o r Medicare/Medicald Serv.
.- BALTIMORE MD 21244-1850 - - 7500 Securlty Boulevard
mail-stop C2-21-15
C u c t m g Edge Communicar~ons. Inc.

Attn; D e r u a e Harrera-Wieter~
1
1
-
San A n ~ o n i oTX 78205-3419 (M NOD~ICATIONOF CONTRAC~~ROER
NO.
500-99-0036 .. -
~ ~~
-
.... - OD119
.. ...~. .~ .-. - . - . - - .
.- IOB. DATO (SEE rrm t31
-
.
-.- - -:-..
--CODE ; ; I ( C A U L I N CQOE ~ . .. . ~
-a-
COMTRAtTfORDERl'SMWlFlED TO REFLECT TEE ADMINISTRATIVE CI(ANGES h;j( s cnsnpaa n p a mo m I

I -
.',.I-
19 ENTERED wT0 WPSuANT TO THE A U l H O R m O f
-- 4. ...- I
. .. ---- . . -. .
__- --. -
E YPORlANT.
.-- Conmebl [I r m ~ . - sa\aro
~ I S ~ d i ~et v r a m m r nal d n ~ u m 1 WIII to cr I 4 1 W I q OKKC I
--.- .-
I.. OESCRIPTION OF AMENDYLNT~UODIFl~TION
m--- U-l .IYlrMQI M D I ~ I I P N ~ I o1*0./.0
N nrrm w h r ko.&.)
~
Tax ID Number_:,
P
see accached . - "
LL

Contract #: 500-99-0036
Task Order#: 0009
--
The purpose of this modification is to provide direction to the contractor to continue work
related to the 2003 campaign. Specifically, the contractor shall update campaigh
messages and advertising to educate Spanish-spealung people with Medicare, cbregivers
and coming of agers on important new Medicare benefits as a result of the new IMedicare
Modernization Act (MMA) recently signed into law as fhther explained.
.
- . .
-:
-
. . . ..
- .-
The
. . .
. .
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.
- .
....
11. Requirements..
is
- hereby
- revised to add:
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-7.-
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.r
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=-.
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A. specific Requirements
Creative Development, Production and Finalized Ads: The contrQctorshall

provide ad concepts and finalized ads for print, radio, Internet and possibly
television media in size/fonnats to be determined. Usage rights fhr each
creative piece must also be included for current and future use by CMS.
B a s e d a o n the final campaign plan and media plan, creative may) consist
of print (newspaper, magazine), radio (local, national, syndicated)! Interriet
banner ads, and tele6sion (national, local, syndicated).
.u..-.- .- .-.-
The duedate for this deliverable is: (Contractor to propose)
- -- -
, 1
I
7 --
Media Placement Plan and Purchase: The plan shall include nat~onaland
--
local media placementshuys with cost, GRPs, time, date, media ohlet,
lengthlsize as appropriate.
-- a. .Media @aid): With CMS am-ioval, the contractor shall p l a ~ , -- -

develop and execute national integrated Hispanic multi-medla
advertising to be conducted in 2004. The primary focus o f t e task 5,
will be media planning and placement to effectively reach thh target
I
audiences. The media plan shall include national and local media
placements/buys with cost, TRPs, time, date, media outlet,
lengthlsize as appropriate. Throughout the entire task, CMS and
DJJS shall approve all stages of development and revieiv of the
media plans.
b. Media (earned): With CMS approval, the contractor will plan,

develop and execute national Hispanic earned media activities to
leverage the-paid media placement. The earned media will
coincide
.- with the paid advertising.
.
I
Contract #: 500-0 1 -0987
Task Order #: 0009
Modification #: -000002
-- - -
.-
No media shall be placed without the appropriate clearances and approv Is. The
contractor will be-notified of approval to release media by t e c h c a l dire tion
once DHHS clearances are obtained.
The due date for this delivei'able is: (Contractor to propose)
--
-: . / .--
- --- 3. comprehensive ~roje&-??om~letion Report and Recomrgendations f o ~

Steps. The contractorshall provide to the GTL a comprehensive-project - -
. . - .
--.--
;completion report that shall include "lessons learned with recommendatior1s for
. - .-
-. .
additional placements and exposure to extend the impact of the National IvIedicare
Multi-Media & Education campaign for the Spanish-speaking audience.
The due date for this deliverable is: (Contractor to propose)

. .. - ..-
4. Final Ads to be supplied to CMS for Archival Purposes: The contracl )r shall
provide t a e GTL all finalized creative materials, including supporti
.-
Materials files include:
-
papenvork regarding usage rights and contacts for renewing usage rig its. . - - .
J.-c*. -I' 4
Print: Native graphic files and all supporting high-resolutic

- artwork and fonts. Files must be Macintosh p l a t f o ~in QJ ~ k . . ~ ?
Xpress, Adobe Photoshop, and Adobe Illustrator. All artw~rk and
imagery must be procured so that CMS maintains the licen ing
-- rights/ownership to use in unlimited fashion, including all I ~edia . -..
**
and for an indefinite amount of time. A licensing agreeme, t stating
- the aftivorklimage's rights.beT&ging to CMS must be drafl d a n d &.
signed by both CMS and the contractor. All supporting do uments : -

verifying rights and procurement of imageslartwork must t
submitted to CMS for record.
0 TV and Radio: Master files of filminghecording in format

acceptable for future media placement.
>- ^. .
0 Internet medialWeb:. Finalized files for posting on the web
format acceptable for future media placement.
The due date for this deliverable is: (Contractor to propose)

Contractor: Cutting Edge Communications
Contract #: 500-99-0036
Task Order #: 0009
5. Schedule of Deliverables:
.-
The following deliverables are added.
. .
.. 1 Deliverable - -
1 Due D:
1. Creative Development, Production, and Finalized Ads - Contrac
., .. .- --.- .
. -- , proposc
-. .-
-.
-2. Media Placement-Plan and Purchase .. . - .
Contra;
.-*.
.- . . .. .--
proposi
3. Comprehensive project Completion Report and . . Contrac
(
4. Final Ads Contra1
propost
. .- - ----
6. period ~f Performance: There is no change to the period of perforr Ice of .-.A
June 20; MIX through June 30,2004.

-.
-
7. Funding: -.. . ... . --...
. .
This is a directed change order. The contractor shall--- - a proposal detI ailing
submit
- .
tEe cost impact of the.changes along with proposing the dates of-tke delderabies.
I
CMS will execute an equitable adjustment thereafter. Funds in the amount (
I
$ 956,428.54 are hereby reallocated from the Letter of Credit established ;"
- PMS to the-administrative contract budget. The overall task order remain:
$2,399,878.05.
. . . .. . . . - ..
.--
. . =.-.
... ~.
.-_
_.__..- ., .- ..
..
,
. .
- / - \ . -.-? _>
I
Administrative Payment Portipn
- Letter of Credit-Portion - -
I -
-
Total Task Order Amount $2,999,878.05 1
The total task order amount is distributed as follows:
.. w:.' - - :.-*A . .
Cost: .
I -. -.
.
Fixed Fee:
Total CPFF: $2,999,878.05
8. All other terms and conditions remain the same
LAST ITEM
- DEPARTMENT OF HEALTH & HUMAN SERVICES
- HEALTH CARE FlSAh'CIhG ADRlINSTR4-
7500 SECURITY BOULEF'ARD
BALTIMORE, M D 21 244-1850
. .
ACQUISITIONS AND GRANTS G
*
-:. Augug23,2001
. -.
- .
-.
.~ .. -- - .. 5-
-
:
<
-
~ ~
- . -
~
;
It -- -
.- ~. .. --
- .
Ms. Denise Herrera-Wieters _- . . - - -- .
cutting Edge Communications, Inc.

..
4002 ~ r o a d w a ~ .:
San Antonio, TX 78209
Subject: Contract 500-99-0036
Dear Ms. Wieters:

,$' .:.
%
.:
A signed copy of task order 0003 to the subject contract is forwarded . Please s L your.
--
-.
acknowledgement on page 2 and renirn a copy to CMS. A modification to adju :he
, schedule of services ..--.
is being
" .
prepared. This will be forwarded to you upon com
..+'-.A
,tion by- . ~ . . . --_.:
the Horizons Program 0fKce. . ..
- . - . . .. ---.-
If you have any questions or Concerns regarding this task order, please coiitact r
(4 10) 786-8372.
.-
Sincerely, -
-. -- .- . . - .. .- :
.. .. ~
.-..
. - -
.*
. ~
-
- -
.. ---
. .. .. .. .-.
Georgette E. Vlangas
Contract Specialist
, .. --
cc: file ..-.-*.

COMMUNICATIONS, INC.
September 12,2001
- .-
--
.- . -
-- -
.. -
Ms. Georgette Vlangas
Contract-Specialist.
Centersfor ~ e d i c a r e& Medicaid3ervices

7500 Security Boulevzg$ - .-
Mail Stope C2-2 1- 15
-.
- -
- . =c .
.
,
:z . .
Subject: Contract 500-99-0036, Task Order 0001 & Task Order 0002
Dear Ms. Vlangas:

J
\=
2
-
Enclosed please find the signed modifications for Task Order 0001 and Task (
If you have any queitions please contact me at (2 10) 226-2827.
A FULL-SERVICE PUBLIC RELATIONS & ADVERTISING FIRM

4002 BROADWAY *'SAN ANTONIO TEXAS 78209 PHONE (210) 804-0125: FAX (210) 804-0
- 1--
- - -
-ACQUISITIONSAND GRANTSGROUP --
- -
. --- --
--
Ms. Denise Herrera-Wieters

Cutting Edge Communications
4002 Broadway
San Antonio, TX.78209
A'? 0.
a'
Subject: Contract #500-99-0036
.- - -
. Dear Ms. Herrera-Wieters:
.- ...'-
LC-.-.-
- The Centers for ~ e d i c a r and

e Medicaid Services (formerly the Health Care Fina:
Administration) has identified's new requirement to further support the @Zls of i
Horizons project. The Statement of Work is enclosed for your review.
. .-
You are requested to prepare your proposal as follows:

-~-.-- .. .. - . .-. - .-
-
.. ...
., -
..- - ...- ..
.* .-
-;.-
..-I. . .
.
Demonstrate your technical approach to fulfilling the requiremeits. Provide i
. . detail to support your unde~stanchng-ofthe requirements.
Provide a work plan describing the approach and provide completion dates.
Provide a cost proposal addressing all elements of the statement of work.
. J a u will be evaluated on:

_-- ..
Technical approach and understanding of the requirements
Realistic work plan with reasonable dates for completion
A response no later than Septembe~.~5,2001

is requested.
If you have any questions or concerns regarding thls new work, please contact tk
Contract Specialist, Georgette Vlangas, at (4 10) 786-8372.
Sincerely,
Mary E. Jones
..
.
Contracting
.
..
- .-. Officer
CENTERS FOR MEDICARE~MEDICAIDSER
BALTIMORE, MD 21244-1850
September 20,2001 ;-
Ms. Denise Herrera-Wieters

4002 Broadway
San Antonio, TX 78209
'%
Subject: Contract #500-99-00361Task Order #000 1

k
.- ..
A fully executed,.-
c o ~ __.
of
y modification
_._ #00002 to the subject contract is forward for --*. . . .. . .
your records.
- - --- -
If you have any questions concerning this modification, please contact meat (4 1
8372.
We look forward to working with you over the coming months.

.- .. . .._ .- .-
--.-
--.-.. ..-
.-
.A,, .- ... . ...- -.-
Sincerely,
&2.
eorg
., e E. Vlangas
r
- .-.-.-..
Contract Specialist
IE!'ARTMENT OF HEALTF? " J ,MAb
Centers for Medic&-e & hled~c, ? krvic..
'
7500 Security Boulevard, Mail 5, . ) C2-21-A

Baltimore, Maryland 212441850
March 19,2002
Mrs. Denise Herrera-Wieters

922 S. Alamo Street
.
- San Antonio, TX 78205-3419
- -
--Subject: C M S eontract 500-99-0036,yask orders 0001-and 0002
Dear Mrs. Wieters:

--
A fully executed copy of Modification 000003 to Task Order 0002 and Modificatio:
Task Order 0001 are enclosed for your records.
If you have any questions or concerns regarding the modifications, please contact IY
786-8372.
9'
9;"
-
Sincerely,
Contract Specialist
Jcc: file
TASK ORDER 0002
STATEMENT OF WORK
- Hispanic Contract--Information Center (IC)
BACKGROUND .
HCFA market research findings indicate that Hispanic Medicare beneficiaries need mo
information on Medicare, their rights and protect?ons, and their health plan options. P iitionally,
.zr -- significant po@lrtlions of Hispanics l i a n commuiities where opportunities for incotr are --
fimiGd and poverty levels are-high. individuals existing in lower income~ituations,rq r d k p of , .-
race ofien face limited access to i-d6rmation because of low educational attainment- 1 s results .
?
.
z=-
.
in beneficiaries who have difficultyaccessing our programs. As a result HCFA would :e to - . -
.-
-
explore the feasibility of establishing "Information Centers" (ICs) that would be locate within
these underserved communities and serve as a focused resource for information, and ( 3ertise on
health information dissemination within the communities they are located.
These ICs would be established within a community organization affiliated with acade: C
-- __ .Z.
institutions and would work-with the contractor to identify community level approach1 to
-.4
disseminate health and h e a h insurance messages, including information to low incon low
- education beneficiaries qualified for the Qualified Medicare BeneficiariesISupplementa ,ow-.-
Income Medicare Beneficiaries (QMBISLMB) programs. The Contractor shall develc a strategy
for identifying appropEa"t"eiliformhation, and would work with community organization
disseminate idormation. .
--- -
. - -
REQUlREMENTS
The contractor shall hrnish all the necessary services, qualified personnel, material, ec pment,
and facilities, not otherwise-provided by theGovement,,as needed to-perform the-re~ irements
..- - -
of this Statement of Work. --
- -- - - -
-
Study the feasibility of establishing ICs
The contractor shall establish an IC in a community with an institution with a predomi ntly
Hispanic enrollment-(perhapsone of those listed as members of the Hispanic Associat 1 of
Colleges and Universities (HACU), has an existing affiliation with a non-profit_public, rvice
community organization, as a model for community-based information dissemination strategies,
and as one of the dissemination approaches tested through the Horizons project task brder 0001.
The IC mlrst be established to provide beneficiaries from the target community with ihormation
on programs and services for. which they are eligible (QMBISLMB), and to provide illformation
on disease prevention, information righ?his&d protections, and on health care insurande choices
using the appropriate languageand cultural context.
More specifically, the contractar shall determine th, leasibility, :;L -agh assessment df t?-, IC, 01'
this approach as a viable means of communication within the undersa -? Hispanic &nmunity. -
.
.
Further, the contractor shall establish as a "clearinghouse" of knowledge, inlul,l.auor/ and staff
capable of reaching beneficiaries thrsuggh community level collaboration.
In addition to providing the translated/cultural competent information developed throbgh this

contract, the 1C must also offer training for community partners on the Medicare and ~ e d i c a i d
programs, establish community level participation in outreach dissemination of mess/ges, offer
- --
lifestyle adaptation to improve wellness, and initiate community fitness programs. The
infoxinationm u g b e available through ''information providers" who
-c6Rununity through face to face interastions, and through other culturally
targeted to the individual. - .- --
- -
--
---
- .- - --
----
-.
I I
I
.
DESCRIPTION,
. ..- . .
CONTENT FORMAT DE~IVERY
;----
Establish IC Identify appropriate site for IC
utilizing dormation obtained from
literature review and environmental
I Origind7-Tcopies
of draft to GTL
.xeeptem&r29, 2000
I
scan in task order 000 1. Work with Original + 10 copies

identified personnel to develop a of final report to
stqtegy tv form a cen~alizedIC to -<: =.--GTL
provide knowledge, information-
and technical assistance to
upderseived co-Giuniiy groups
which interface wheneficiaries.
IC Implementation
Plan
Contractor shall submit a
comprehensive plan for full
Original + 3 copies
of Draft to GTL
Drafi due
2000 I
arch 28,
implementation of proposed
information dissemination activities Original + 10 copies
and info&ation used to outreach to of Final Report to FinalDue 1
underserved Hispanics. The GTL April 28,2q00
.. -. ..--
implementation plan will address
all aspects of information -
lssemination and the proposed use
-
.. . . .. --
. -. ....
.- -- - .-
of the IC to f a c i b e information
-.- --
dissemination.
.- . .- - .;-I. ..-- :- -
1
~
.- - - .. -1 -
Identify and-Work with Work with community and Original + 3 copies Drafi due- ' '
appropriate parties to academic personnel to develop a o-f~raftto GTL September ?7,2000
establish an IC strategy to implement an IC to
provide information and assistance
to underserved Hispanic
Original + 10 copies
of Final Report to
Final Due
December 29,2000
~
beneficiaries and the community GTL
group which serves these
populations.
..
.
<,.
a
-.
Establish and Pilot Test
IC in a community with Contractor shall establish and pilot Original + 3 copies January 1, to0 1
a HACU affiliated with test the IC at the appropriate site of Draft to GTL through ~ebtember28,
a non-profit public - -" Hentfiect-using information
service organization. obtained from TO 000 1. Pilot Original + 10 copies
- . - testing
. . will include full evaluation, of Final k p r t to
including performance metrics, that GTL
measure the effectiveness and
feasibility of such an IC. Testing
will include a full detailed report
whch includes supporting
reddhnendations as tothe - -
effectiveness of such an IC.

-
All deliverables shall be provided in both hardcopy as designated and in electmhic fc

.-
-. -
- --
KEY PERSONNEL in accxdance with Section H - of the basic contract
Project Director -
Account Supervisor
Researcher
Media BuyerIController
Graphic Artist
-
.
PERIOD OF PERFORMANCE
.-
. . - . .. . . . . . . . .
-- . .
. .-. . . . ,
-----!September 3 0 999- September-29,'.?f%i

-- . - .-
. . . .. -
From: Janice Adam,& 7
To: BALTB.CO8 .'.hgas
Date: Thu, Feb 22, 2001 8 5 1 am
Subject: Modification to CEC's Contract, Task Order #0001
- Attached is the modification to Task Order #0001 for our Culling Edge contract. The change is noted under the 'Materials Developmel oduction
and Clearance' section on page 3, and is in a font that is bold italiQzed. Also attached is the SOW for the modification. These items.
1 i g others as
identified by Nancy Berson, will be discussed at our meeting today. Thanks -- JAK.
CC: NBerson, LHernandez. CNewman, BRodriguezl, BALT4.C ...

TASb ORDER 0001
STATEMENT OF WORh
Hispanic Contract
BACKGROUND
The diversity of the U.S. Hispanic population, as well as the linguistic and culture
barriers have created difficulty for Hispanics to obtain information and navigate tl
- --
Medicare and Medicaid programs effectively: Further, data and research indicate hat low
literacy isa significant problem a-g elderly Hispanics. Through this contract, I CFA
- =ill work to develop more culturaliy and linguistically competent infDrmation am
dissemination strategiesregarmng Medicare + Choice and related materialslfarH
.
beneficiiries.
REQUIREMENTS
The contractor shall f i n i s h all the necessary services, qualified personnel, materi
equipment, and facilities, not otherwise provided by the ~overnment,as needed tl
perform the requirewnts of this Statement of Work.
\;.
- Develop targeted and tailored strategies for outreach to and education of Hi! lank '
-
Medicare beneficiaries.
-'.-.&A. 4 > -
The contractor shall develop targeted and tailored strategies to---outreach
- to, and ec icate
~ i s ~ a n i c M e d i c abeneficiaries
re using Medicare Plus Choice and related-idorma on.----
Existing information will be provided by the Project Officer. The contractor will dentify
the most effective information dissemination strategies, including who is best to ( :liver
the messages, what is the best message, when best to provide the information an l where
- --- - . . . best to reach the targeted, population. The contractc#should consider the use of a iariety
.--
of communication channels such as: print, face-to-face description of servic&s,vi~
- Internet, 1-800-Medicare, paid advertisements, etc.
Literature Review and Communication Plan
. .baccordance with Section C.3.1 of the basic contract, the Contractor shall condl :t a
thorough review of HCFA policies, program requirements, program assessment f ~dings,
and relevant environmental factors on outreach and education t e c h q u e s relevan to the
target audience in order to support the tasks described immediately below. The
assessment should include a review of health disparities findings through existini reports.
Contact sources on disparities findings- will be made available through the Projec
.
Officer.
The contractor s . 7 ~3 perform the foUowing tasks as directei. by h e ~overnmhnt
Task Leader.:
(1) develop an overall project agenda and workplan (information

infrastructure) which at a nZinimum includes a detailed timeline, milestones.
deliverables and identifies responsible parties.
(2) develop and/or convert existing material into culturally and linguistically
competent information, (with the guidance of HCFA staff). The material a! a
minimum will include but will not bedimited to: pamphlets, brochures,
himibooks, videos, public service anno-uncements, etc. on patient information, -
R - __ - - educaGon, rights and prot&sons. The conversjon and/or development of=-, s?ch .- --- -- -- -
materials shall account for issues, as appropriate, b f l ~ w - l i t &an&uhral-
~~ - --
--I-
competence with regard to the targeted population based on perceptions. needs. -
and wants of target populations;
(3) focus test the developed andlor converted material, and apply other
appropriate research tools in order to assure that the information is understood and
readily usable by the target population;
(4) develop &&&erall, nationwide demographic report;
(5) develop a demographic report for targeting this population;

--...../
..<~-Ac.%- --. ...
(6) conduct a "literature review" that identifies the most effective inform tion
aria outreach strategies. for the targeted population, assesses inforpation re iourc_es_
, . - -
and identifies information dissemination opportunities that might mediate- i lack
of accessible information for the targeted population about Medicare relatt
.- p
-.
programs;
.- ..
(7)make final r&ommendatio&for " r ~ a d & ~ &i"d i n t i k n g information.

infrastructure highways, both
- .- -
formal
.-.
and informal, for the targeted populai
(8)focus group test existing material to determine if the information n keets

the needs of the target population and if it does not, determine what is not
. C ;.'
--
working;
-
(9) focus group test final products to assure that the channel selectkd -is
appropriate and truly works in reaching the target population;
(10) survey/focus test end-users to determine the degree to which the

informational material adequately informs the beneficiary; and
(1 1) make final recommendations as to the content, nature, graphic design

number of required variations, etc. for culturally competent Medicare relal
information;
-
(1 2) identify key community partners within the target group at 1,. rlationi
local levels, and assist in the development of community level coalitions rl
community outreach and education to validate communication and market
strategies;
.-
(13) develop a comprehensive annotated healthcare related bibliography tc

support cultural competency efforts with regard to the targeted population!
-
\\
. . .. The
. .. contractor
.- . shall develop a Project Plan, Coqunications Plan and Informatic
+friitructir<which addresses intigating the tasks defined in 1-. -- 13 immediately a
Afier approval ofthe pla& the-contractor will be rL&&ed to implement a l l d t h e , m as;
approved. . .
Develop and Implement a Project Plan for Consumer Communications Acth ies
In accordance with Section C.3.5 of the basic contract, the Contractor shall develc and
submit for POIGTL approval a comprehensive project plan setting forth the full
implementation of proposed communications activities. The plan should be deve led in
consultation with stafkdd others as directed by the POIGTL, including HCFA Cf ~ a l
- and-Regional Office staff, other contrjactors, representatives of outside organizatic ;,and -
.-
advocacy groups. The Contractor will address all aspects of development, testin]
packaging, distributing ~ o m m u n i c a t i o nof the health and program-related
"
- communication materials, as well as communication to and education of (knowle~ e

transfer) HCFA staff imd partners. After approval of the p1an;thc contract91 s h o ~ . . -
implement all or parts of the plan as approved.
.-- .
Materials Development Production and Clearance

- ----- ., .- -- - -
The Contractor shall produce the comtrrunication materials identified through the - ..--.-- -...
-
communication plan in accordance with Section C.3.4 of the basic contract. The
contractor shall produce--anyand all necessary information that will enable HCFA 1
provide its beneficiaries with culturally competent information that is readily usal : and
understandable. Within this purview, the contractor shall transcreate existing I tional
- --pain-the-Trainer 2001 modules from English to Spanish. The contractor sha rollow
the guidance provided in Attachment A, Statement of Work: Year 2001 Nationc --.*
Medicare Train-the-Trainer Program (Spankh Version).
~
Description - Date Due Distribution
- Plan for Developing Plan - - November 1, 1999 Original + 3 CI ,pies to GTL
1 Draft Project Plan - I December 22,1999 1 Original + 3 cl pies to GTL 1
Final Project Plan 1 ,January 31,2000
I
1, Original + 10
I
1 Original + 3 c ,pies to GTL

I I
Draft Communications Plan 1 May 1,2000

1 Final Communications Plan 1 JunP 30,2000
I
1 Original + 10
I
(
SumGafj~Repofis -- - 1 With62 weeks from 1 Original + 3 c-- ~piesto GTL

each focus gioup/survey - -
-
CI --- - - - ,
. . --- . r
~ 0 n t l - Status
h ~ Report Monthly, in accordance 1 copyeach tc
with Section C.4.1 of Officer, Projec t Officer
basic contract 3 copies to G1
Camera-ready copies of printed In accordance with Original + 10 :opies to GTL
materials approved project plan
Draft Information Infrastructure December 29 ,2000 Original + 3 c
- .. --
-
1
. ..
Final Information Iqfkastructure September 15,2001 Original + 10 :opies to GTL
-
All deliverables shall be- Provided in both hardcopy as designated and in electroni : format
--.--a,- /,-
-.
LEVEL OF EFFORT1 PERSONNEL RESOURCE REQUIREMENTS

-
The Contractor shall propose staffing and key personnel as appropriate. Staffing should
--- - be both culturally and linguistically competent. _ - '= - - A
..C...Z._ .. s:
I
Level of effort: 2 1,480-hours - - - -
Other Direct Costs: $485,000

. --
PERIOD OF PERFORMANCE
September 30,1999 - September 29,2001

. -

Attach, ot A: jment of Work
Year 2001 National Medicare rrain-the-Trainer Progrp--1{Sranisn Vel
I. Scope --.
I
- A. Background - -
The Balanced Budget Act of 1997 (BBA) implemented the most significant changes to the
Medicare program since its inception. Its legislative provisions included introduction of the
Medicare+Choice program and the requirements that the Health Care Financing ~drnibistration
-
(HCFA) conduct a national information campaign to educate beneficiaries about their health
insurance options, Medicare benefits, rights and protections, and other aspects of the
-
program, enabling them to make morehformed health care decisions.
--,
-- 2- . -- .- .-- -
Medicare beneficiaries often receive information and assistance from others, Which --
to as information intermediaries. These information intermediaries include: HCFA st ff, carners.

intermediaries, State ~ e a l t hinsurance Assistance Programs (SHIPS), advocacy groups,
employers, Peer Review Organizations (PROS),community-based organizations, caregwers, and
i -
others. Many of these information intermediaries conduct information campaigns,

the fall of each year, just prior to Annual Open Enrollment.
--
- - .- -LT
For the past 3 years, HCP($as contracted to conduct train-the-trainer workshops in tie 10
Regional Office (RO) cities,:assisting these information intermediaries in their efforts! HCFA
- provided consistent up-to-date materialsand presented them in 2-day sessions during {he su-er --
months. For the past 2 years,

.-.-. ,.
-4l.L-
HCFA Central Office (CO) has provided logistical supdm as well.
These training sessions Kave been extremely well received; the registrations for the 2400 summer - --- . --. -%
sessions indicated that 73%of theattendees did indeed use the training materials in thleir
-~
---.-
information campaigns. - - ...- . _ - - . _ -
While the current and previous training modules and workshops have been conducted in English,
HCFA recognizes that the beneficiaries it serves are diverse culturally and linguistical~ly.As a
--"_-
--
step toward meeting the informaucin needs e f its diversepopulations, it is developing lone or
more of the modules in Spanish. The Spanish translation of HCFA-approved REACH 2001
-
materials will represent a separate contract. -
B. Purpose
Thknational training effort has become an important component in HCFA's information

campaign. One of the critical aspects is training on Medicare program updates,..since legislative
changes often effect the program dramatically. It is essential to provide our partners and
information interhediaries with consistent current training materials; these workshopb offer that
vehicle. Through these partners and information intermediaries, HCFA broadens the circle of the
beneficiaries it can reach with reliable acc_urateinformation, enabling beneficiaries and those
who act on their behalf to understand their benefits, rights and protections, and make knformed
health care decisions. - -
G:Horizons\statem-5.doc Page 1 1
Version: 02/2 1I200 1 1
The goals of the Nation;: Training Program for 230 1 to support infomi-*'v interrned uies that
serve the Hispanic a n d b '_panisb speaking population are:
To promote a consistent, national Medicare program training message for use in ec ucating
.- beneficiaries about their health car_e choices, benefits, and rights and protections;
-
To provide timely training, including Medicare program implementation updates, 1 3r HCFA
staff and representatives O ~ H C F A ' S agentsand partners nationwide with the respo isibility
'for beneficiary education and assistance;
- --
To provide participants with education and t;8ining materials for use in training de ivery
W
- -
A w n organizational n e o r k s and for beneficiary outreach purposes;
~ &eir
To improve the training-skills of information intermediaries; and

- - --
-=.:- -. ..
.-
.. .
V. Requirements
A. Requirements
The Statement of Work provides both general and specific requirements whlch the c o ~tractor is . .. - .--
expected to accomplish to weet minimum contract needs. Independently, and not as a 1 agent of -.-
the Government, the contr%or shall furnish necessary services, qualified personnel, n .aterial,
- equipment and facilities, not otherwise provided by the Government, as needed to per brm - .
Statement of Work.
--. ..;
.U..C.,.4-. j
Under the direction of the piyjqt officer (PO), the contractor shalj-@mish support ser
needed to plan, develop, and implement successful training workshops. . .- a
B. Tasks to be completed
+<
The contractor shall-provie advice and assistance for preparing and conducting traini
sessions. Contractor shall confer with PO (and other HCFA staff) to understand tech
policy issues related to the training-wurkshops. The contractor shall maintain close ir formational
and directional liaison with PO. This Scope of Work will focus on the translation of 1 CFA-
approved REACH 2001 Train the Trainer Workshop Modules fiom English into med a Spanish
using HCFA-approved Spanish terminology.
-
- -..
Page 2
Version: 0212 112001

Translation
Preparation ..

-.- 1. Translate existing HCFA-approved RE.ACH 2001 Train the Trainer Workshop Mc lules into
media Spanish for training on basic Medicare program information. The coniractc shall use
HCFA-approved Spanish Medicare terminology.
2. Prepare individual sets of training materials (1 per registered participant and 150 o
sets, for a total of 800), to include all supporting materials for training (i.e., hand01
diskettes, and CD-ROMs). ...
-
3.: Secure. storage space for training materials shpped prior to training sessions.
- - -- 4. -- Perform
-.-- - .- qualw control of trainingmaterials before shipment.
. .. - -
5. Participate..
in regular
- .
teleconference
. . . .. .- .
calls. .
-. --..
-- .. .
."?-
=,
,,
Operation ..

1. Format translated training module into a PowerPoint presentation with speaker's n
Spanish, following appropriate style guidelines.
2. Provide electronic PowerPoint presentation to designated representative for produ~

.>' . .
+/=.
3. Provide revisions to training materials through life of the contract.
~- ~. A
4. Provide status reports on--.a...+monthly basis; notify PO as soon as possible should it ; ppear that
r.-C...&- . - - --.
7'
a deliverable will be late.

--- - -
.--
Post- Workshop A ctivities
1. Develop Spanish evaluation form based on existing English version evaluation f o ~n. - .
-,
2. Participate in post-workshop evaluation efforts.
- -_-_ ......-i-. --for
3: Provide report of-analysis of Spanish-version evaluatitm, to include recornmendat1 m .- .. -.-.
improvement.
- ..
N. Deliverables
Translation
HCFA-approved REACH 200 1 Train the May 15,200 1 -_I.
Trainer Modules translated

HCFA-approved REACH 200 1 Train the June 2001
Trainer Modules formatted in training format
1 Evaluation Form .- I June 1,2001
1 Report of Evaluation I September 30,200 1
G:Horizons\statem-5.doc Page 3
Version: 0212 1I200 1

-
D .. .
V. Level of Effort/Personnel Resuurce kquirements
The contractor sh?' 1-r'oposestaffing and key personnel as appropriate. Staffing shoul be both
culturally and linguistically competent.
Level of Effort: 1,600 hours .- .-
Period of Performance: April 1,200 1 through ~ e ~ t e m b30,200

er 1
Government Task Leader: Janice Adarns-King, 41 0-786-8354
G:Horizons\statem-5.doc
Version: 0212 112001

Authorization and P a p - !Info
See insvucrrb. ,n the back of thisjorm
Please rvpe or prrnr p b m ! ~ .
;. NAME O F P A Y E W E N D O R
- -
(Checkone) LElN -SSN
C u t t i n g E d q e C o m m u n i c a t i o n s , Inc. -
3. HCFA EMPLOYEE -Yes X N o .-

TELEPHONE NUMBER (rnclude area
ccde)
( 2 1 0 ) 804-0125
4
(muore on employee, enter davnme phone here )
I .
Denise Herrera-Wieters, .. (210) 804-0125 . .
I hereby authorize h e Health Care F nanring Administration to deposit any funds due to the above namdd payeelvendor into the.
7. SIGNATURE 8. DATE 8-10r99 i

I
I
I. You may
attach a I 2. NAME O F FINANCIAL INSTINTION --
I 3. ROUT~NGTRANSIT NUMBER , .
I -_-
voided .
deck
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.-A S ' C ~ I I I I V r n k k l ..
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7270
I
CUnING EDGE COMMUNICATIONS INC.
.ffl.2tO-8044125
*. 4002 BROADWAY
----.. . __ ~- -
SAN ANTONIO, TX 78209
. . .. . .. .
.--
30-911 140
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PAY . . 1 . -
-
TO THE
ORDER OF \ K
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DOLLARS as-- MLI
~ r o s~t a t i o Bank
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San Antonio. Texas 782% ..
, . +>.: -
institution. Completed information should be returned to: Health Care Financing Administration. Division of dinancia1 O p ~ t i o n ~ .
Attention: Dottie Rebert, PO Box 7520, ~altirnorkMD 21207-0520
FAX # 410-786-7259
I
.- Acquisition and Grants Grottp-
January 9,2003
~. Mrs. Denise Herrera-Wieters

.
-
.- -1
- - - . - - -
. - & t t i n g ~ d g eeonimunications-T
. -- .-
922 S. Alarno Street . - ~
-.- -
14- -
San Antonio,
- TX 78205-3319
Subject: CMS ~ o n 6 a c500-99-0036,

t Task Order 0005
Reference: CEC e-mail dated January 6,2003
Dear Mrs. Wieters:

/ 5
The CMS Project oKCer requested a no-cost extension to the subject task on through
- March 3 1,2003. In order to accommodate t h s request, CEC must prepare ar timate at
completion statement and submit it the CMS Contracting Officer. This estim shall
-.... ....,.
include c h a n g e ' m h e current Schedule of Deliverables as follows:
--- -
~ e l e t e 7 ~ e l i v e r a b#4-thk
le data findings presentations . -
Insert: Deliverable #5:
. a. Census Data to be received by CEC.. ... . ....Januar
- - - b. - CMS to rec_eived updated-data report.. ......Februar
-__- -
- - - .c. Final CMS comments.. .. ... ...... . ...............Marc
*
- - -
Please prepare the e s t h a t e at completion statement and forward to the under ned no
later than January 2 1,2003.
If you have any questions or concerns regarding this matter, please contact G
"'fVlangas at (4.10) 786-8372. -...
Sincerely,
contracting Officer
.................................... . . . . .......-.. ...... .- ......... .. . .
Georgette Vlangas - Re: FW: CMS - Pll--to Rico - Canceled radio recap Page i
From: Patty Helphenstine

To: Denise
Date: 3/4/04 8: 13AM
Subject: Re; FW: CMS - Puerto Rico - Canceled radio recap
.- I think the billing concerns based on cmtractual agreements should be discussed with Gec tte. I don't
know how to advise on this issue. ..
--
Thanks,
PattyH
-
-
>>> Denise <denise@cuttingedgesa.com> 030
/3@
/ J 05:30PM >>>
Patty,
-. -. .A
--.- .
---.-.~~achedis
.. ~ the r ~ c i p f r o mMichael Johnson. here \h;il be :grefund and
-- it-. --... . . . .
will be paid after invoices are received and reconciled. There iss -=.-. - .-
discrepancy in the report concerningthe gross amount owed to CMS and the
amount Michael has calculated as owed. Michael's calculation is estimated
at 17.65% the standard aggncy feeldiscount. I have discussed with Michael
and will discuss with you when you have a chance.
Denise
Phone 210-226-2827
Fax 210-226-6827 -
2 ' L
\am..'
- --------- A
From: Michael Johnson <michae~i@.musecordero.com>

Date: Wed, 03 Mar 200441;08:58 -0800
To: Denise <denise@cuttinqedqesa.com>
Cc: Laura Noble ~laura@musecordero.com~, Gina Cadres <gina@~secordero.com>
. .i-
Subject: FW: CMS - Puerto-Rico - Canceled radio recap
Denise,
Attached is a spfeadsheet detailing the spots and dollars that ran for the
.. -- ..... R X campaign-as we!.-as- thpse spotsmd doll= that haveGe'en cancelled. - . . .-
. .
-
Any credits due back to CMS-7approximateT )will be issued by
the Accounting Department once all of the i , , ~ ~ , rlave
~ e s arrived and been
reconciled.
I wiil have a discussion with Laura and inform you of the payment delivery
d5fe-forrebate of the-advance payments made to us. -.- -..
Please call me with questions.
------ Forwarded Message

From: lmon Khan ~imon@musecordero.com~
Date: Wed, 03 Mar 2004 10:56:38 -0800
To: Michael Johnson ~michaelj@musecordero.com~
. - - . . - - . . - -.
. .....-.-. -. . . . . . . . . - - ...- -- . . .
.
Vlangas - Re: FW: CMS. .-. .PI*-

. . . . . . .
-+0Rico - Canceled radio recap
. . . ................... - ...
Page 2
Subject: CMS - Puerto Rico - Canceled radio recap
Here it goes . . . .
- - -
------ End of Forwarded Message
-
. -
-
-,--
-
CC :
. .
-- -
-
.. . .. . ..
-
- ~..
. .-
Garza, Lisa; Hoyos, Arla de; vl;ngas,
. .
- .
<-.
.-
~
-- -.
Georgette
. .
.- - - .-
From: Laura Hernandez
To: .Vlangas, Georgette
Date: 5110101 2:21 PM
Subject: Re: On-going Work
--
Actually, it's an internal (Cutting Edge. not HCFA) meetlng this Friday (tomorrow), so you and can touch
base early next week and see if anything from their discussion would push the December extension date
/
out further. Thx.
I
>>> Georgette Vlangas 05/10101 11:27AM >>>
.
\.
No, I was talking about her e-mail. I will wait until after you meet next week to do this.
>>> LaurajMnandez 05110101 11:24AM >>>

.
._
.. -Tk~only.fhing:isthafher Friday discussimmay give u s a little better idea of her projected theframe ...or
.
maybe that's what you're saying-you're going to do?

. . .. -,..
_- -- - --- _. -- .-
=I . . . .. ..-
a --
:-,
- ..- ..
. ...
:>-I
>>> Georgette Vlangas 05110101 06:14AM >>>
Good Morning Laura, . --.-
I am going to draft the extension modifications today and will incorporate Denise's task proje ion into
them - unless of course, you have other items of concern. Let me know when you come in.
Thanks,
G
;>' ..
>>> Laura Hernandez 0510861 03:55PM >>>
- Denise,.
Thank you for the information. Looks like a good plan. A couple of comments1questions:
1.) Training for Linda.@qwalgs 02May 30 - is that the MedSTAR workshop? If you would s d along a . ..
copy of materials presented, I would appreciate it.
2.) I was just notified (by contracts) that there is a temporary hold on Gila?n contractfunds I 9 1 ha_s,an
impact on the Task 003 work ...we will not be able to proceed on that item until we receive fu ler
notificat~onfrom Contracts. This,too, is related to the Administration transition, so I don't knc what
timeframe we're working-with. All that I can tell you is that I will let you know as soon as I he anything
more. -.
1- ___- .. .. .. - : . . . .. . .. .-. .~. . .
I look forward t o hearing back3rom you about o ;ur discussi&'this Friday and your assessfn
impact on timelines.
.-. --
~ - .- .-.. - .. .
Thanks again:
>>> Denise <cecden@dcci.com> 05109101 02:47PM >>>
Laura,
H d e k w h a t we plan40 work on in the coming weeks:

.--.. .
€Bibliography -- catch up on reading studies, research, reports, etc.,

related .to our population and project. We have piles of pamphlets, reports,
etc., that organizations and others have mailed to us and many we have
requested that we have not had time to go through. We will cull through
this info and add pertinent listings to the Bibliography.
.
€Newsletter -- I have forwarded to Janice a list of dates for copy,

formatting, approval, etc. We canget the next issue out before summer is
out.
...... . . . . . .. ... . ..-....
-
. . . . . ......... : .- .. .- . - .... ....
; ~&&tie
~-,
vlangas - Re:
- an-going
. .-
-.. . . . . . . . . . . . . - - ..-.
-. - ... Worn - '
..... -. . . . . . -
-. . . . . . . . . . .
€Research - A pli lr ~g meeting will be held ;his Friday to plan focu:; group
protocol and d i s c ~ ~ s r o
g~ldes,
n as well as to lake a close look at our
calendar and try to figure out what this delay means to our proposed ending
date for the project. -
.-.
€Conferences - We are determining wh%hconferences we will be attending In
the coming months.
EElija Brochure -- make revisions as directed by HCFA.
-- €Focus Group Report - Final revisions to be made.
-
.
-i
€Task 2 -- T_hough we will be delaying our grand opening and formal

introduction to the-coriimunity, our one-person staff will-continue to man the
--ceXer and provide information to those who visit. Linda Gonzales will also -- --
attend further training on May 30th: --
Though the following does not involve the HORIZONS Project it is HCFA work
which we will be involved in.
€Production of QMBISLMB video.

€Begin work on Task 3 when notified by HCFA.
That's all I have right now.

,~>' >.
,&.-.
Thanks,
-. Denise-.
From: Laura Hernarsdez
To: "cecden@dcc:i.com".GWIA-INT.BA:
:. I 1
Date: 5/9/01 3:55PM
Subject: Re: On-going Work
- - -
Denise,
Thank you for the information. Looks like a gbod plan. A couple of comrnents/question~:
1.) Training for Linda Gonzales on May 30 - is that the MedSTAR workshop? If you would sc 1 along a
copy of materials presented, I would appreciate $. -
2.) 1 was just notified (by Contracts) that there is a temporary hold on certain contract funds 1 t has an
impact on the Task 003 work ...we will not be able to proceed on that item until we receive fu 3r
notification f r ~ m
Contracts. This,too, is related to the Administration transition, so.1 don't knc what
timefram6-iie're werkiq with. All that I w t e l l you is that I will let you know as soon as I he anything-
-._ ---
more.
-
- .
- .
- --
. . . -
- -..-
.-- .- .-
.. .<* ... 0
- .-
..
---
I look forward to hearing back from you about your discussion this Friday and your assessml ofttie .:..
..-
.-..
impact on timelines. -. - . .-
Thanks again.
>>> Denise <cecden@dcci.com> 05/09101 02:47PM >>>
Laura,
Here is what we plan to work on in the coming weeks:

d'
€Bibliography -- catch up on$ading studies, research, reports, etc.,
related to our population and project. We have piles of pamphlets, reports,
- - etc., that organizations and others have maired to us and many we have
requested that we have not had time to go through. We will cull through
this info and add pertin'e"nI%stiigYYothe Bibliography.
€Newsletter --Thave forwarded toJanice a list of dates forcopy, ---.-

. -,-
formatting, approval, etc. We can get the next issue out before summer is
out.
. - . ..
€Research -- A planning meeting will be held this Friday to plan focus group
-
- .... protocol and discussionguides, as\lvell as to take a close look at our
calendar and try to figure out what this delay means to our pkposed ending - , .. .. -.
date for the project.
--
.. - ,- . -. . . .
-
€Conferences,--We are determining which conferences we will be attending in
the coming months.
EElija Brochure - make revisions as directed by HCFA.

... '1 -
€Focus Group Report -- Final revisions to be made.
€Task 2, -- Though we will be delaying our grand opening and formal

introduction to the community, our one-person staff will continue to man the
center and provide information to those who visit. Linda Gonzales will also
attend further training on May 30th.
.-.--
Though the following does not involve the HORIZONS Project it is HCFA work
- --
which we will be involved in.
€Production of QMBISLMB video.

€Begin work I;( 'ask 3 when notified by iCFA.
That's all I have right now.
Thanks,
-- Denise
'CC: "alapez@cuttingedgesa.corn".GWIA-INT.BALT11;
"cecjan@dcci.corn".GWIA-INT.BALT11; Berson, Nancy; Rodriguez, Belen; Vlangas, Georg
From : Den1,,e :cecden@dcci.com>
To: .Laura Hernandez cLHernandez@hcfa.gov>
Date: 5/14/01 4:21 PM
Subject: ~ c t i b nPlan Timeline
Our meeting Friday gave us an opportunity to look at all that is left to do

and try to come up with some dates for finishing the entire project. But
that was a little hard to do not knowing when we will be given the go ahead
to move forward.
- h
Based on a+8 week delay (we came up with this because of HCFA summer
-vasations, transitsn period, and July 4ttWeek all rolled rnto the coming
months) we figured we could go mto focus group testing aboln late August
(if products are approved in mid-J6lyrand early September. Then all other
-- --- -
dates for deliverables would extend from there giving us an ending date of
end of February, or early March.
I'm putting dates to the Action Plan timeline but it is going to take awhile
to work all the dates out. I'll forward as soon as I finish. Of course, if
you call in the next few weeks and say "go for it," we'll be ready.
Hope this helps.
Denise
CC: Angela~pe~.~lopez@cuttingedgesa.corn>,
Jana Schermerhorn ececj:
.
-. .-..........
-.............
Page ?
From: Denise <denise@cuttingedgesa.com>

To: Laura Hernandez <LHernandez@cms.hhs.gov>
Date: --I1126101 2:41PM
Subject: Task 3 Budget
- Laura, - -
We have 'b '/

?ft in the Task 3 budget. I had my production manager cost
each page out to rnclude translating, proofing, formatting, G&A,profit,
etc.
. Fnr flat translation we can do 52 pages for the amou-pt left. That costs out
t' -,U page.
ac--L7
. . .
-..-
- . - - -1
. . . . .
..
- . a formatting
..mwith
.
..
.
...
Let me know if you need anything

we can do5-
47 pages
.
else on this.
.
..---- -
(1 .i' per page.
-
. ,
. -
.
- --.w
.......
Denise . . . . . . .

Phone 21 0-226-2827
Fax 21 0-226-6827
......... -- . . . . . . . . . . . . .-
. .- ---- ---- --
--
A
.......-........
Georgette Vlangas - ~ d v a n c ecopy of tr?' %g m,odule
....
..........
. . . . i

To: Internet:alopez@cuttingedgesa.com; Internet:denise@cuttingedgesa.co~
Date: . 11/27/01 1:37PM
Subject: Advance copy of training module
.- - DeniseIAngela, - .-
I'm attaching the electronic file for the Medigap training module to you now, so that you can /e an
opportunity to "preview" it. As I mentioned to Denise this morning, the Contracts Office is v ing on the
paperwork for an extension of the period of performance that will allow you to proceed with work.
What would be most helpful at this time is if you could give me a sense of the production
timeframeltimeline that you think you'll need.
Please
..
call me if you have any questions. Thank yd;. ..
.. .. .-
. . . . . . . ..~ .- . .- - - . - . .-.
.... - . . ~ ... .- . :>-
a -.--
..
---- - - .
. -~... . .
CC: Rodr,guez..-.B,elen;,-Stup,Brenda; ~ l a n ~ & . ~ e o r ~ e t t- e. - - =-.
............
Georgette Vlangas - Re: Monthly Status

......................... ..-..--.
- wort for November
- -. -- - -.- -. .-- -.....

To: "alopez@cuttingedgesa.com".GWIA-HHS.BALTl2
Date: . 11/23/01 2:40PM
Subject: Re: Monthly Status Report for November
- Angela, .- -
Thank you for the status report. Is there any more information available on what has beer ne with Task
Five so that I can match up that work with the invoice that I received?
- .
>>> "Angela Lopez" ~alopez@cuttingedgesa.com>11/16/01 06:47PM >>>

Laura,
I apolgize sending this a day late. However, as I mGntioned yesterday our Internet service I been down
..
le. .
--,
. . . .yesterday
since
---
. .
-
-
_ morning, We just got kack.- .online. l f y w have any questions please contac
- --
Thanks /
Angela
CC: "denise@cuttingedgesa.com".GWIA-HHS.BALT12; Jones, Mary; Vlan! , Georgette

..-. . ~- . . . ---- .
-. --. .
..
.. ......
Georgette Vlangas - Re: ~ o n t h l Status
y " ,port for ~ o v e m b e r
'~
-- . . .
Page
. .
:

To: "alopez@cuttingedgesa.com".GWIA-HHS.BALT12
Date: -11/23/01 2:41PM
Subject: Re: Monthly Status Report for November
- Angela, - -
Thank you for the status report. Is there any more information available on what has been done with Task
Five so that I can match up that work with the invoice that I received?
. .
>>>. "Angela Lopez" <alopez@cuttingedgesa.com> 11/16/01 06:47PM >>>

Laura,
.
I apolgize sending this a day late. However, as 1 mentioned yesterday our Internet service had been down
sinceyeslerday m_orniog. We just got baskonline. If you have any qr~est~ons please contact n/e.
, .__ --- -- .. . .
-
. . .
. -
. . -.;
-- .. .:* ....
-- . . .- .-
-L..
r
Thanks . . - . . . . . . .- :
--.,- - --
.. .
- . . .. .
Angela -
. . . . . -. -
CC: ~~denise@cuttingedgesa.com".GWIA-HHS.BALT1
Jones. Mary; Wangas! Georgette
- -- -.-..- . . .
Georgette Vlangas - Re: Modification

-- - -- .
Page
-.... . ..
.
i
From: <ROValdez@aol.com>
To: <LHernandez@cms.hhs.gov>, <denise@cuttingedgesa.com>
Date: -- 11/10/01 3:OlPM
Subject: Re: Modification
- - -
'
In a message dated 11/08/2001 O7:58:I 1 am, LHerhndez@cms.hhs.gov writes:
<<
As I begin to share the "Nuestra Lengua" and Summary Report of Focus Groups
documents with folks here in CMS, I am gett~ngpositive feedback on both
items. Just thought you'd appreciate the update. ,
>>
-
.-L -
Who hasseen these?epods' ~ h gist the nature of their positive feedback?
What are the additional issues, questions, interests arising out of the
reading of these documents? Are there potential follow-up research and
testing questions that should be considered for the Horizon's next round or
additional Tasks under the current contract?
CC: < ~ ~ ~ ~ ~ @ a o l . <BRodriguezl

c o m > , @cms.hhs.gov>, <GVlangas@c
<alopez@cuttingedgesa.com>, <lilian@inquesta.com>
.- -
September
- .
- _ - ---
-- .
-- -
.
Ms. Georgette Vlangas

- --
Centers for Medicare and ~ e d ~ c aServices

id
- - -- _-
Acquisitions & Grants Groups
7500 Security Blvd., C2-21-15
Baltimore. MD 21244-1850
Subject: Response to Task Order 0004, Contract #500-99-0036
Dear Ms. Vlangas:,<--.

- Enclosed you will find an originaland three copies of our Technical Approach nd Cost
Proposal in response to Task-Order 0004 to further support the goals of the HO TZONS
-- .
Htspanic Ame%%i-Ebii't%ct #500-99-0036.
- . -- . -.
. ---.-
Thank you for your-attention to this matter. ... -.
A-
President -- - . - .- .
A FULL-SERVICE ADVERTISING 8 PUBLIC RELATIONS FIRM

922 S. ALAMO ST. SAN ANTONIO, TEXAS 78205-3419 PHONE (210) 226-2827 FAX (210) 226-68
September 24,2001
- ..
-- ----
.
.-
.._ .:,. .- .
.>-
.-
_- - -- --
~
..a
. ..- -
-.
-. - - .. .. .- - . -- - - --
--
Ms. Georgette Vlangas .' ..-,
. . .
---.>. ---.
Centers-for ~ e d i c a r e&d Medicaid Services
Acquisitions & Grants.Groups ...
7500 Security Blvd., C2-21-15

Baltimore. MD 21244- 1850
Subject: Response to Task Order 0005, Contract #500-99-0036
Dear Ms. Vlangas: <

,;I-:.
..
-- Enclosed you will find an original and three copies of our Technical Approach a]
.. Proposal in response to Task Order 0005 to further support the goals of the HOR
Hispanic Ameri~a'i""contfaC't#500-99-0036.
. :. - . . -.. --.-
Thank you for your attention.to this matter. . ,.? -.
President -- . - - - .
A FULL-SERVICE ADVERTISING & PUBLIC RELATIONS FIRM

922 S ALAMO ST SAN ANTONIO, TEXAS 78205-3419 PHONE (210) 226-2827 FAX (210) 226-6827
FAX COVER SHEET
PHONE: 210-226-2827
FAX #: 210-226-6827
TOTAL X OF PAGES,;.--
.-
..
9 --
(including cover sheet)
-
NOTE: If you do not receive all pages or if any port~onof this fax transrnis:
. ~ f W k g ~ b l e p l e a scall
e the number above.
- ... - . .
COMMENTS:
A FULL-SERVICE ADVERTISING & PUBLIC RELATiONS FIRM

922 S AMMO STREET * SAN ANTONIO. TEXAS 7821)5 PHONE (210) 226-28279 FAX (210) Z6-$827
- r-
-
_ - -
--
-
-
-
- -
-
October 1 0,200 1
d
-
- .--
- --
-- Acquisitions and Grants
- - -- ---
-.
Ms. ~ e n i s Herrera-Wieters
e
922 S. Alamo Street
San Antonio, Texas 78205
Subject: Authorization Letter for Government Travel Discounts, Contract 500

I" S
?k=
Dear Ms. Herrera- Wieters:
- -
Per your request of October 4, 200 1, a revised Letter of Identification is enclos d. This
-- -
letter is to be pie"sZ6fea €0-the vendor providing the travel service.
-- -- -
Please note that various discount travel rates areavailable to eligible G w e m It ---
contractors only at the option of the vendor under contract andlor agreement w h the
GSA. The FederaLTravel Directory (FTD) identifies those vendors who have peed to
extend contract airlrail fares and reduced room and care rental rates to Govern ent
- ,
,, _ - contractors. A copy of the FTD can bs obtained frqn the Superintendent of Dc xments,
.- --- -.
U.S. ~overnrnentpri&ng Office, Washington; DC 20402 at (202) 783-3238.
- - .
Any savings achievedthrough your use of Government travel discount prograr j shall
accrue to the Government.
-. If you have any questions or concerns regarding tlus please contact Georgette ' langas at
-C
(410) 786-8372. -+*
Sincerely,
- --
contracting Officer
Enclosure
CENTERS FOR MEDlCARElMEDlCAlD SER
- - -
BALTIMORE,M D 21244-1850
...... .-* -
LETTER OF IDENTIFICATION
...
...
Subject: Official Travel of Government Contractor

Contract Number 500-99-0036
.- -
Cutting Edge ~omrii&cations, Inc. is currently performing under Government 'ontract - 4
-
Number 500-99-0036. During the period of contract performance, September 3 , 1999.
through September 29,2002, the fonowing employees traveling under this cont. ct are
eligible and autb,&edto zse available discount rates in accordance with you cc ltract .-
andlor agreement with the Federal Government.
- --- -
Denise Herrera-Wieters
. - d
Angela Lopez
-
Salomon Soza
Ada De Hoyos
- -.-- .
,
-.. S u e Renker -
'
Questions may be dire~tedto Geergette Vlangas, Contract Specialist, at (4 10) 7
Sincerely,
Mary E. Jones
Contracting Officer
- -
-. - Page i

To: 'Georgette Vlangas <GVlangas@cms.hhs.gov>
Date: 1019101 2:57PM
Subject: Re: Government Travel
- -
Georgette,
We won't know the travel locatiok, dates, or the individuals, etc., until
CMS lets us know where we need to be. Would you like me to fax Mary Jones'
previous letter to you so you can take a look at it.-
.-
.\
- . . .
.~.. .
T.he letter should include the following staff:
.
...
---.De?iise erre era-~ieters

Angela Lopez
Salomon S w
. .
....
. - .. -
. . . .-
. . . .
.
.- .--
..
- - .
-.+
. -.
-
. . . . .
...
--
Arla De Hoyos
Sue Renker
Our original letter expired September 2001.
Thanks,
Denise
.- Cutting Edge Communications, Inc.

Phone-210-226-2827
Fax 210-226-6827
.-r..-ru-- .. ..I
5 From: "GebTgette VlangasW-<GVlangas@cms.hhs.gov>.

> Date: Tue, 09 Oct 2001 10:43:58--0400
> To: <denise@cuttingedgesa.com>
> Cc: "Laura Hernandes <LHernandez@cms.hhs.gov>
> Subject: Re: Government Travel
-. ..- . . . . . . a .
>
> Denise,
. . . . . . .
...,
.. .-. ,- . ,- - -- _
..-.. _- _
>
> Please identify the travel Iocatians~City,State)and identify the individuals
5 who will be traveling. This will be included in the letter.
>
> Thanks,
> Georgette
? .---: - .-
>>>> Denise <denise@cuttingedgesa.com> 10104101 1O:O3AM >>>

> Georgette,
>
> When we started the HORIZONS Project two years ago Diane Roberts wrote a
> letter that Mary Jones signed that said we could travel at government rates
> because of our contract with CMS. I still have the letter but I need it
> updated for my travel agent. I need it to state that Cutting Edge staff is
> allowed government rates for travel. The letter is only to be used for
- -
> approved CMS travel.
>
> I also have such a letter from Department of Labor when I travel for them.
> Would you like me to fax the CMS letter to you so you can duplicate? These
> letters serve to keep my travel costs d o , :or
~ my clients.
>
> As soon as you could take care of this I'd appreciate it.
>
-- >Thanks, - .
> Denise --
>
> Cutting Edge Communications-; Inc.
> Phone 210-226-2827
> Fax 210-226-6827
>
>
FAX COVER SHEET

* *. -
October 1 0 , 2 0 0 1
- . r,
TO: .- Georgette Vlangas, CMS

FAX #: (410) 786-9088
FROM: Sandy Gonza ba
Cutting Edge C o ~ l ~ r n u n i c a t i o ~ x
PHONE: 210-226-2827
FAX #: 210-226k&27
- TOTAL # OF PAGES: 3(including c w e r sheet)
2.-->.4 s - z.
NOTE: If y o u d o n o t receive all pages or if any portion of this fax t r a n s m i s s m is not =
- legible, please call the number above. ---- a

. * * s -
-
.- - : - I
r
.- .
.-
-Attached is theletter ef identification. -"

COMMENTS:
. <
- .-
2.
--.
- .. j.
~
_ =. : ,
. . ~
- ";
."
,s
8:59 AM
Sender: SG
A FULL-SERVICEADVERTISING 8 PUBLIC RELATIONS FIRM

922 S. AMMO STREET SAN ANTONIO, TEXAS 78205 PHONE (210) 226-2627. FAX (210) 226-6827
1
10 01 0 a : 5 2 a C u t t i n g Edge I210180-
> . ..
7500 Securi~
Baltimore, I
November 30, 1999
-President
--- Denise &ern- ~ieters
4002 ~ r o a d w a ~
San Antonio, Texas 78209
Reference: . Contract No. 500-99-0036
Dear Ms. Herrera-Wieters:

I -
%-;
The purpose of this letter 1s to provide authorization for Cutting Edge Communicatic
use Government travel or transportatiofi discounts negotiated by GSA. The enclosed
. --. - + to the vendor providing the travel service.
Identification" is to+.--be~resented
- Please notethat various discount travel rates are available to elig4deGoverument ca

only at the option of thevendor under contract and/or agreement with the GSA.
Any savings achieved-through your use of Government travel discount programs sh accrue to
the Govemn~ent.
- .- - - -
,
-
. .. I
- -
Questions may be directed to Dianne Roberts, Contract Specialist, at(4 10)786-2464
- - - -
Sincerely,
Contmcting Officer
Enclosure
I tEPARTMENT OF REALTH & HUMAN SERVICES H H CARE
FIN, ."--7,
wummnoN
7500 S ~ A U odepard
Baltimore, 2124-1850
L November 30,1999
. ..-.- .
-- /
.
. .
SUBJECT: Official Travel of Government Contractor '
Contract No. 500-99-0036
Cutting Edge Communications, Inc. is cunently performing under Government Col :t No.
500-99-0036. During the period of contract performance, September 30, 1999 thou
September 29, 2001, the following employees, traveling under this contract, are elil : and
authorized to use avairaBI,e discount rates in accordance with your contract and/or a ment with
the Federal
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Government. -
- . .
- Denise Hemra- Wieters - - . -- - .. .-

Dorothy M. Hughey
Jana Schemerhorn
Yvonne Idar-Martinet
<<
Questions may be-directed to bianne Robe'rts, contract-~kecialist,at (410) 786-24 1-
!
Mary E. ~ & e s u -,--.a
Contracting Officer
DEPARTMENT OF HEALTH P! HCMAN SERVICES HE 4
Flhlk\CI\G 1,
I
7500 Securi ' Boulevard -
Baltimore. [D 2123-11810
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November 30. 1999
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SUBJECT:
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LETTER OF IDENTIFCATION
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Official ~ r & e l . o t ~ o v e r n m e n~t ~ & a c t o r
Contract No. 500-99-0036 .
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Cutting Edge Communications, Inc. is currently performing under Government Con 'act No.
500-99-0036. During the period of contract performance, September 30, 1999 throuj 1
September 29,200 1, the following employees, traveling under this contract, are elig: )le and
authorized to use available discount rates in accordance with your contract and/or ag eernent with . . - .---
the Federal Government. ..L
-.-
-2:.
-- Traveler: . .
. ~
'Denise Herrera- Wieters - --. -.-
Questions may be directed to Dianne Roberts, Contract Specialist, at (4 10) 786-24 5~

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Sincerely,
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Mary E. Jones
Contracting Officer
_.= -,
From: "Arla de Hoyos" cc n a@dcci.corn>
To: "Georgette Vlangbo ' cGvlangas@crns.hhs.gov>
Date: 811 3101 3:43PM
Subject: ~ e v ~ s Budget
ed Analysis
- -
Georgette, please disregard the previous e-mail. We had an additionledit to make regardin 'ask 001 in
reference to the subtask of creating a Communicat~onGuidebook.
. .
This is the correct version of the budget analysis.
Thank you,
-
Denise ..
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CC : "Laura ~ern$d&" cLhernandez@cms.hhS:gov>, "Belen Redriguez"
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CBrodriguezl @cms.hhs.govs .- ---
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Genrqeite
- Vlangas
. - Pmjected Budget N %.XIS
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CMS CONTRP~T~300-99-0036
002 BROA@WAY
AN ANTO~(IO,TEXAS 7B209 PROJECTED BUDZET NEEDS
j August 2001 to Mardh 2002
I
I I
/~ASKOOO~ I - p/o Complete kstimate to completel
i~eviseFocus broup ~ e ~ & t

Communicatiois Guide BOO^
r 90%
Pending
Miscellaneous telephone calls, conference \#* f -Pending
calls, meetingg, etc.
LaborBurde ' I
Ongoing
Fixed Fee Ongoing

Other ~ire%l IJ i Pending
(Radio and
tel&isio
- i ~ u b of
s radio bnd television ~ S A ' S -
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Printing
LD Telephone .m&r;a~...-
Media Buy
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Travet- . . -. ----
Miscellaneous supplies
Research ~ o d t s E 9 Pend~ng I
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- 376,313.00
AN ANTONIO, TEXAS 7)8209 2001 to MARCH r,?'
~UGUST -
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Complete Estimate tcompletl
hesearch ~ o 4 t s Pending 1
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BUDGET ANALYSIn $0
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Direct Labor I-/. --. -. . -. I .-==
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Labor ~ u r d e f-
JcaA Ikl-
~eelJ
~ixed '
I
I6iiZZsi.i - +rime Contrdctor
Subcntractor for Research L
Health Care Financing Administration . I I I: ~BUOGET . ISPENT TO DATE IBALANCE
CUTTING EDGE COMMUNICATIONS. CONTRACT # 500.99.0036 I I I I
BUDGET ANALYSIS, August 9,2001 .? I I I I
TASK 0001
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Direct Labor I
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by
labor Burden
G&1'
Fixed Fee
Direct Cosrs - rrlme ~onrrector I I
ISubcontractor for Research] 1. i
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TOTALS I I I I
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rrp-
Direct Costs - Prime Contractor I I '
ISubcntractor for Research I

18 Oi U 1 : 3 5 p C u t t i n g Edge I210180
FAX COYER SHEET
TO: -
FAX #:
Dianne Roberts
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(4 10)786-'9088
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FROM: Sandy Gonzaba

PHONE: 210-226-2827
FAX #: 21O-22@%@7
- TOTAL
- # OF PAGES: 5(including cover sheet) -
NOTE: If yoi'a"d'not.f~ceivea.ll pages or if any portion of this fax transmission
. ... - . - call the number above.
legible, please ---. -
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COMIVIENTS:
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Please see attached; -_,, - - - - --...

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1.44 PM
Sender: SG
A FULL-SERVICE ADVERTISING & PUBLIC RELATIONS.FIRM

92.2 S. ALAMO STHEET SAN ANTONIO, TEXAS 78205 PHONE (210)226-2027.FAX (210)226-6827
Invoice
To: Cutting Edge Communications
..
From: b'i xx
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Date: 1/6/03 ---
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Re: I- Professional Services - Project CMS-NursingHomeCompas!

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Invoice for consulting services for the month of December 2002

Tasks:
Telephone confereye calls

*-:. ,.
- Review
.. screeners. -
Identify SpanistjJiiguage
-.- skills tests
- . .e-mail c~rrespondence.regarding progress and plans -- -

... .' -5-
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-- .A,.
Total due:
Please make checks payable to:
. k7-- -
Tax Identification number: b C(

Invoice
- -
DATE INVOICE #
118
BILL TO
Cutting Edge Communications - .,
922 S. Alamo
san Antonio, TX 78205-3419
- Ann: Dorothy
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I DUE DATE PROJECT NUMBER
ITEM DESCRIPTION
ursing Home compass Project
QTY RATE I AMOUNT
1
esearchlFocus Groups
2- .
?,
evelopment of screeners, development of moderator's
uide and protocol, translation of screeners, facility
_ __
lanagement, four meetings in San Antonio, telephone
4ls1 e-mai!: _,_.*<
Total
................... -.. . -. ....... ~--* ,............ . . . .
~ ~
. . . . .
) ~ e o r .~. e. .Vlangas
n. .e. . . . . -. .+. .~. FW:
.e. :. . Task
. . . 5-I 'guage
. . . use anTlysis
..... . . . . . . . .

To: lNTERNET:denise@cuttingedgesa.com
Date: - 1/6/03 12:24PM
Subject: Re: FW: Task 5 - Language use analysis
- I will make the initial contact with Contracts, but I think we also need to look at what is mos appropriate to
cover under Task 5 vs. under Task 8, sinoe we anticipated earlier on that some of the data vould not be
out in time for Task 5.
-
>>> Denise <denise@cuttingedgesa.com>01/06/03 11:18AM >>>
Laura,
I spoke t< bq
iday and am forwarding his res$nse. We do need an "
-addrtionarinprn as the data analysis files were nofrgleased until December

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"2a02:Me is culfig through them .now.%sentially, hi<repor_t will be an . . . . . --.-
update of language use in the US., based on the 2000 Census-data. He-wirT -.+ .. -- .-
analyze the language'use var~ables-forthe ten DHHS regions, all states, and
major metiopolitan areas in January 2003 with draft report produced by the
end of February 2003. ."
We all thought the data would be available earlier, but hasn't happened. I
know Bob goes through all of the tables, etc., and it takes a lot of time --
so with the December release he is needing January to manipulate data.
Let me know how we should move forward withfhe extension.

;;
:
<.-.
Thank you,
-- Denise -
.-
.Cutting Edge C o m m ~ t i o n s , h c .
Phone 210-226-2827
.Fax 210-22M827 , . ....
- 3j 03
:, 1
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From: brt
Date: Mon, %"Jan 2003 ~Y:SU:ZI -USUO
-. ----, ..... -.To: denise@cuttinqedsesa.com - ' .-
Subject: Task 5 - Language use analysis
CC: .' Adams-King, Janice

To: denise
Date: 1/14/04 4:47PM
Subject: Re: Advance Request
-- Hi, - -.
Y
The letter ~sn'twhat we processed last time. We had a document titled: Statement of Expenses for PMS
Release. This is what I need with the accompan ing paperwork (media plan summary- num ber!s should
-
r
match). Here's a sample from last year. The act al PMS request from last time was faxed anq Ilot sent
electron~cally.
- r7-
Thanks,
--.- - . -.
>>> "denise" <denise@cuttingedgesa.com>

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Here is the letter in PC format:' -
1
1
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011 4/04 1 0 : 5 7 >>>

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4.
Denise
Phone 210-226-2827
Fax 210-226-6827
%-:.
CC: Vlangas, Georgette
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3 e o r g ~ t t eVlangas - Fwd: Advance Reqr . +
Page !
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To: Vlangas, Georgette
Date: : 1114/04 11:03AM
Subject: Fwd: Advance Request
- FYI copy. I'll process and get you a signed-copy as soon as I have the media plan approved
Thanks,
PattyH
>>> "denise" ~denise@cuttingedgesa.com>01/14/04 10:57AM >>>

Here is the letter in PC format. ..
Denise
Denise
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L..-. - c~uui nisi EgdEg ed ~~orr?~unications,-lnc.

e '--
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Phone 210-226-2827 - . -. . - .-
Fax 210-226-6827
Georrlette
. . . . .
Vlangas
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- Advance...~
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Payment
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dr-l~mentation
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Pace 4
From: "denise" <denise@cuttingedgesa.com>

To: Patty Helphenstine ~Phelphenstine2@cms.hhs.gov~
Date: 1I1 3/04 6:03PM
Subject: Advance Payment documentation
- Patty,
Attached is the advance payment request/le'tter for the Interim campaign. It

is in the form as requested last time. .. .
Denise
- Cutting Edge Communications, Inc.
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Phone 210-226-2827
Fax 210-223-G827 -
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CC: Georgette.Vlangas < ~ ~ l a n ~ a s @ c m s . h h s . & v >

. . . . . .. - - - .-...... ... - - . ..... - ....- ...... --.- ..- -.. . .. . - . ~. .. . ~~ . . .... .- - - - -- . . . . 1
Seorgette Vlangas
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- Letter Re Advance..' ~ ~
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January 13,2004
-
Georgette Vlangas, Contracting Officer

Acquisition & Grants Group ..
7500 Security Blvd. C2-21-15
-- - - - &ltimere;~aryland 21244-250 -
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- - -e
RE: Application for Advance Payments

- National Multi-Media & Education Campaign 2003
.-. -
Hispanic Media Buy

Contract # 500-99-00361Task 0009
Dear Ms. Vlangas:
Regarding the abovementioned contract, we are requesting advance payment

under the FAR 32.408 - Application for Advance Payments to be paid to Cu,tting
Edge ~ommunls;itions.Inc.. the CMS contractor, in order to pre-pav med~a('0r
.- .
.
the national campaign. The media pre-payment is specifically fo; radio to t)E?
purchased by Cutting Edge's Siubcontractor Muse Cordero Chen.
.
C a s h ~lowr*oGca~sT
The chart below forecasts the amounts to be paid in
advance and to be used only to purchase radio media. The advance monit ;will
noTbe used topay direct labor, or other direct costs. TtiBfotal amount to b -- . -.- -
advanced is
Billintl Month Amount Payment Due

J a ~ u a r y*004 .- *-- .- /p/~.:-.=. danuary 19,:21 04
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The advance paymetis will be deposited in the Cutting E i -- Communicati~ns,
lnc., Money Market Account f I'4 , at the Fros
National Bank in San Antonio, Texas. The agreed upon media amount (as
indicated above) will be paid to the subcontractor Muse Cordero Chen up01
receipt after CMS Project Officer Patty Helphenstine has verified approval ( ' the
invoice. . :__.A
.
We are requesting payment in advance as we are a small disadvantaged
..business and have no means of obtaining private unauaranteed financing f 1m
our banker Frost National Bank. The amount of ;eeds our c edit
b 'f
line, as well as exceeds the amount allowed for an increase to our credit lin ! due
to the size of our company, and actual gross revenues. Cutting Edge does lot
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Seorgette Vlangas - Letter Re advance.^ -

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meet the qualification for a V-loan.

-- - -
The monies requested under t h s application will be paid to the subcontractc
Muse Corderno Chen. The subcontractor is a key component to the d e l i v e ~
work under this contract. Cutting Edge Communications enjoys a good work
relationship with the subcontractor. The assurance and securing of pre-pay
is needed to ensure there are no delays in the deliverables under this contr;
-
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Sincerely, <- .-
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Denise Herrera-Wieters . . . . .
President
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Georgette Vlangas -
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Advance
....
Request
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Page 1

To: Patty Helphenstine <Phelphenst1ne2@cms.hhs.gov>,Georgette Vlangas
<GVlangas@cms.hhs.gov>
Date: 1/14/04 10:59AM
Subject: Advance Request
-.
Here is the letter in PC format.

.-
Denise
Phone 210-226-2827
Fax 210-226-6827
C. + . t i n g E d g e
-COMMUNICATIONS, INC.
FAX COVER SHEET

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FAX #: - / - 4- Y p F d ? . . .
FROM: - ,(
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PHONE: 210-226-2827
FAX #: 210-226-6827
TOTAL # OF PAGiS:
...... 2- (including cover sheet)
%:-. ,
-- INOTE: -If you do not receiue all pages or if any portion of this tax transrri
not legible please call the number above.
.**.-,.A.- --. .-.&,
COMMENTS:
Time: -_
.... -
Sender:
A FULL~SERViCEAOVERTISNG & PUBLIC RELATIONS FIRM

-
922 S . ALAMO STREET. S P N ANTONIO. TEXAS 782125 PHOIJE (210) 226-2857. F A X (2lUi 22f
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. . . . . . . . . .
. . Vlangas - Re: Revised budg;'
i Georgette
............... .-.
for asks 0007 8 0008 --.. .
Paae !
From: Georgette Vlangas

To: "dorothy@cuttingedgesa.com".GW IA-HHS.BALT12
Date: T 9/26/02 8:44AM
Subject: Re.: Revised budgets for Tasks 0007 B 0008
Dorothy, -
I was reviewing your figures for task order 8 and I can't quite understand how you calculat~ ie direct
labor line items. The proposed.hours and rates.donlt equal. Would you please review this j send me a
revised copy as soon as possible? Please let me know if this presents a problem.
-
' Thank you, .\.
.
Georgette
~
.. .- .--
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. . .
--.-~ > - : ~ & t h y i d ~ r o t h y @ c u t t i n ~ e d ~ e s0~9:/~2m
4 /z6 i 0 5...: 5 .4- ~
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>>>
-- .-?.---
Georgette:
Attached .are the revised budgets-f6i 0007 and 0008.
I will Fed E'x the hard copies
..
to you today. . . . .
..
Thank you,
Dorothy
- -- -- - . .......... .- .... . . .
Georgette Vlangas - Re: Revised budge- for Tasks 0007 8 0008 . ... - -- ......... Page 1

To: "dorothy@cuttingedgesa.com".GW IA-HHS.BALT 12
Date: 9/25/02 2:59PM
Subject: Re: Revised budgets for Tasks 0007 & 0008
- Dorothy, - -
I have reviewed your revised estimates for Task Orders 7 and 8. Task Order 8 is fine, hc !ver Task
Order 7 needs to come down a little due to fundjng constraints.
For Task Order 7 1 am offering:
Total Cost:
. ,.
--. -
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- Fee: - -- -
I9-d
--:T ~ ~ ~ I . C P F F..-299,869.84
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Please dkcuss this with Dentse arid let me know if you accept it.
Thanks,
Georgette
>>> Dorothy <dorothy@cuttingedgesa.com>09/24/02 05:54PM >>>

Georgette:
Attached are the revised budgets for 0007 and 0008.
I will Fed Ex the hard copies to you today.
.4
, -&,
Thank you,
Dorothy -
--
~--e o r-g-e t t-eVlangas
-- - Rev~sedModule Pr--osal for Task 3 -- --................
Page 1
From: Sue Renker ~cecteam@dcci.com~

To: Georgette Vlangas <GVlangas@hcfa.gov>
Date: - 4/26/01 4:29PM
Subject: Revised Module Proposal for Task 3
- Hello Georgette, - -
I have attached the revised budget for Task- 3. Let me know
if th~sis what you need - most of our administrative costs
I a
I - , _.
"q -
1
-
--, . Newill be out of the office tomorrow for
Fiesta (a week-long celebration here in SA and the parade
-
goes-near:mr-office!).but will be back on Monday if yQu.
--.-
~--~hG.any-questiofis. Let me know,. .--=- . . .. . - - -

- -.
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Sue . . . . . . . . _,..
. . .
CC: Denise Herrera-Wieters <cecden@dcci.com>

BUDGET FOR HCFA TASK 0003
Contract Number: 500.99-0036 1
CUTTING EDGE COMMUNICATIONS. INC. Basic Medicare Program Introductory Module
4002 Broadway I (Estimated 50-75 pages) I !I h
lSan Antonio. Texas 78209 1 I 1 I I
Direct Labor
tAccount ~xecudve
Spanish Proofer, P
-
Comptroller, I
IGraphic Designer, e
b'f
Production Artist,
I I
Labor Burden 132.8%) I I
I
Other Direct Costs I I I I
Research Consultant I
1Translation I 1 I I
lShiooinol Deliverv I 1 I I
CopiesIBinding I 1
CD's with copies
I
Long Distance Telephone & Fax
I
Miscellaneous supplies
I
I I I 1 1
I
43.708.951
I
GRAND TOTAL I f
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1~
e o r ~ s Task -
........................ ~ a5 s _ . . . . . -
. . . . . . . . . . . . . . II .
Paae 1
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To: Laura Hernandez <LHernandez@cms.hhs.gov>
Date: . 3111/03 3:30PM
Subject: Task 5
I just heard from i : is proniising a draft to me by mid-to

end-of-week and oe&ause I I w i d several days with it for editing and
formatting of tables, etc., I believe we need to move the CMS
revisionslapproval process for this report to Task 8.
1
As per our conversation yesterday, I would like to &ange the timeline for ..
-<he subm~ssbnof the dacument to you- to - 3/25/03. Attached is a timeline
- --for
--_. _ - -
- asks 58 S Teflecting this change. '-- .. - ..--
L~. ... .
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.- ..- *
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.-
-'
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--
.
. . . . . . . *-
.-2.
Thank you, -. .
.- .-.
Denise : . .
Phone 210-226-2827
Fax 210-226-6827
CC: Lisa ~drq%~lisa@cuttingedgesa.com~

Angela Lopez
Georgette Vlangas <GVlangas@cms.hhs.gov>
- - . .
. . . . . . I ..... . . .
I.___._~ I Page
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:
Task 5 - Census Research and Analysis

- -
Cutting Edge Communications 3/11/03 I
( Product Name & Type 1

~
M a j o r Steps Required S t a r t Date E n d Date ~ e s p n s i b l eParties
Task 8 - Census Update Demographic - - Research and Analysis
I
Product Name & Type M a j o r Steps Required 1 S t a r t Date I E n d Date 1 Responsible Parties '
I
I
Final Report for Task 5 CMS r&ew of T5 repon ongomg 4/1/03 4/14/03 CMS I
I I
Rev~s~ons
to and submr Fmal repon
Draft Med~careBeneficiary Needs'For

4/17/03
1 4/23/03
I
I
1
Cun~ngEdge
I
I
I
- -. Cultural &Language Ass~stance . 3/19/03 Cu
,.
A
Written Analysis
- (ReponQuilme)
- -- I
-4%. .
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,:.
ReEeive irip&?revisons from CMS 3/24/03 I
Draft Final Medicare Beneficiary
Weeds for Cultural 8r Language
I - ..
TBD
.
TBD
I
Cu ing Edge
Assistance Report i
I
I
Revisions to and submit Final Repon TBD TBD
Data Findings
Presentations
Final draft language use findings
presentations
I
TBD
1
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TBD I I
Cu ing Edge ~
d e c e i v e revisions from CMS I I
T BD TBD 1
2000. - Finalized
.*. .'>
- .~ ~ e s e n t a ~ .i o n1
Final data findings
presentaticm materials
proficiency
/
I
TBD
TBD
I
1 TBD
TBD
I
Cu
Cu
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Ing Edge
-- --- - --- ---
L-
Georgette Vlangas - Re: Rev~sedbudg for Tasks 0007 & 0008
-- -- -- .- .......
Page 1
-.
Frorn : Dorothy cdorothy@cuttingedgesa.com>

To: Georgette Vlangas cGVlangas@cms.hhs.gov>
Date: : 9/26/02 11:24AM
Subject: Re: Revised budgets for Tasks 0007 & 0008
-- Georgette . - -
We accept the amount on Task 0007 of a total of $299,869.84
Thank you.
-
Dorothy for
Denise Herrera-Wieters
- . -- .-
.-
..-,-.
-
- > - . F r 6 m : - " ~ r tVlangas"
t < ~ ~ l a n ~ & @ c m s . h h s . ...~ o v > , -...-
> Date: Wed, 25 Sep 2002 j 4:59; 13 -0400 -. =
> To: ~dorothy@cuttingedgesa.com~

> ~ u b j e c t : : ~ eRevised
: budgets for Tasks 0007 8 0008 - .
>
> Dorothy,
>
> I have reviewed your revised estimates for Task Orders 7 and 8. Task Order 8
> is fine, however Task Order 7 needs to come down a little due to funding
> constraints.
>
> For Task Order 7 1 am '&bring:
>
- -
> Totd Cost:
> Fee:
b; il-,
7 Total CPFF: 290;869.84 ..,+
>
.> Please discuss this with Denise and let me know if you-accept it. --.-
, .-
>
> Thanks,
> Georgette .- . .
>
>>>> Dorothy ~dorothy@cuttingedgesa.com~
09/24/02 05:54PM >>>
-..--- .
. . > Georgette: . . . .
........... -
. . .
.. - -.
> Attached are the revised budgets for 0007 and 0008. -
> I will .Fed
. .
Ex the hard copies-to
-- -you
.- today. .
>
> Thank you;
> Dorothy
Sep 30 0 2 12: l o p C +.ting E d g e I"'01 226-68;
- COMMUNICATIONS,
- INC.
FAX COVER SHEET
. ..
. .
. - - NOTE: If you-'do not receiu all pages or if any portion of tliis fax transmi:
not legible please call the number above.
I&,-.-.- - ..-
COMMENTS:
.-
Time:
... .- .
Sender:
A FU-L SERVICE ADVERTISING 8 PUBLIC RELATIONS FIRM

922 S ALAMO STREET. SAN AIUTONIO, TEXAS 78235 PhOKE (210) 226-2827. F A X (2103 226-
. .
..................... ; ........ .............. --
.-. . . . . . . . . . . .
.: , . . ~ . - . . . . . . . e. . . . . . . . . ..* A o ., ~ ~, ... & z Page. I

7--

To: dorothy@cuttingedgesa.com
Subject: Fwd: Re: Advanced Payment Request
--
Dorothy,
- --
I
Now that the fiscal year end cruch is overfthank goodness!), I am forwarding the ernails I rdceelved
regarding the advanced payment problem. Please contact PMS to get this straightened out'as soon as
possible. Your point of contact-is Anthony Holland (301) 443-9187.
Thanks,
Georgette
From: Janet Loftus
To: Fox, Charles
Date: 10/9/03 10:56AM
Subject: Re: Advanced Payment Request
Charles and I spoke, and we think thatthis is an issue that Cutting Edge needs to address with PMS to
ensure that the correct account information is used.
>>> Charles Fox 10/09103 10:SlAM >>>

Cutting Edge will have to send us a revised vendor EIN form for electronic funds transfer wjth the
I
requested changes. I assume they will also have to instruct PMS to make the changes, SI ce PMS makes
the advance to the bank.
-->>>-George.+ Vlangas 10109103 10:37AM

- - . >>>
.
-- -.
1
.GJod Morning, -- - .
- --
-..
.. -. - ..< -,.-- - .
Dorothy from Cutting Edge Commuriications called me when the first release of monies w e k released. .-
-.
seems that PMS released the monies to their business checking account rather than their money market
account that provides for interest (as required by FAR). Please check the account and roujng numbers
as I think this is where the problem may be. Janet, '"-~ ~ ~ - Payment m d PacL=- +hl+I I you at the
end of September. provided the routing number of lccount numbe i. 1 +
the meetina vou attended with all of us when this fit a, ,,,.,,, .- stated the acc~,.!:. .-. ..--.
,A a routing number is the same.
"\
Dorothy advised me that CEC transferred the deposit from their checking account over to tk
market account. ,
;
' *J
Pleaselet me know how we are going to proceed in the future.
Thanks,' ...-.-&.- *.-.
Georgette
CC: Helphenstine, Patty; Jones, Mary; 'Vlangas, Georgette

...........\........... _.._.___..._C ................ :. . --'
-- ---- - A ~
- . . . ...
j, Georgette
. . . . . . . . . - Re: Letter
.................. - . request!
... - . . '8dvance
. ...
payments --
Page i
. . . . .
From: Dorothy Hughey ~dorothy@cuttingedgesa.com~

To : cGvlangas@cms. hhs.gov>
Date: 8/27/03 4:51PM
Subject: Re: Letter requesting advance payments
- Georgette: - -
Denise talked to Patty Helphenstine and was told that we should add our
fixed fee to the media monies that we are requesting in advance. We have
re-written the letter with revisions to reflect this fixed fee. Please
disregard the first letter.
r- ... .- .-. . . . -- . .
I Georgette
LA?L .. Vlangqs. .-. .Letter*Re7Advancc
.. .-.. ,. .. ,
--
- -
August 26,2003
Georgette Vlangas, Contracting Officer

Acquisition & Grants Group ..
7500 Security Blvd. C2-21-15 . --..
Baltimore, Maryland 21244.4850 . *-.
? P
. - ... . - - : --.5
. . --
2
- -- 2
RE: Application-forAdvance Payments
.-. National Multi-Media 8 Education Campaign 2003
Hispanic Media Buy
Contract # 500-99-0036lTask 0009
Dear Ms.Vlangas:
Regarding the abovementioned contract, we are requesting advance payme

under the FAFj 32.408 - Application for Advance Payments to be paid to Cu
Edge ~ommu&ations, Inc., the CMS contractor, in order to pre-pay media
the-national campaign. The media pre-payment is specifically for radio and
-
television to be purchased bycutting Edge's subcontractor Muse Cordero C
Cash ~l6w~o'rQcasf: The chart below forecasts the amounts to be paid in

advancn +3 be used only to purchase radio and telev_i.Qonmedia and to
- .
b
covert 4 ?xed Fee due to Cutting Edge. The advance monieswill not
used tc, pay u~iectlabor, or other direct costs. The total amount to be advar
is $2,159,719.25 for a period of four months, beginning in September 2003,
'continuingttiFough December 2003.
.. . -
Bilhnq Month -. ,, "-
'*.- Amount - .. .i Pavment,Due ., .
September Media I J 30 days from date bill
Fixed-Fee ,- ... .c
~ o ~l t a $643,147.35
October Media 30 days from date bill

Fixed Fee '-7
,,
.,
.. .;-, ." Total $479,258.10

-_.. -
Page 2
.. .. . -. .,. .. . - -- - -.. ....
.. - ~eher'~e'~dvancc
. . ... . . -
I. ~ e. ...,
org - t.. kVlangas
...e . . . ... .... .. . , -
: . . . .. Page. 2
November Media-. -i? 30 days from dbte

billed
Fixed Fee .
i '
Total $572,894.z
-.
December Media ;-k; ..- 30 days from date billed
....
...
.-
-- Fixed Fee :.- 4 '
..
\
. . ,
. -
Total $464,& 9.70 . .
. . .. - .. .- !
~h~ advance paymen+- UAII L-- A----:~-A in tbp =dne Communicatio~

Inc., checking accour iy %g$ 1-f 4 the Frost N a t ~ o ~
Bank in San Antonio, I ends. I I it! ayreeu upc,, ,, ,=ula ,, ,mt (as indicated
above) will be paid to the subcontractor Muse Cordero Chen upon receipt af
CMS Project Officer Patty Helphenstine has verified approval of the invoice.
We are requesting payments in advance as we are a small disadvantaged

business and , b v e no means of obtaining privat- .s--l--+sed financing frc
our banker ~ r o M a t i o n aBank.
l The amount of ,?- ceeds our credi
line, as well as exceeds the amount allowed for ~ I I I I I L I to~ our
~ ~credit
~ line
to the size of our company, and actual gross revenues. Cutting Edge does r
meet the qu9Jicatiofifor a V-loan.
Thg monies requested under this application will be paid-oJhe subcontracto

Muse Corderno-Chen. The subcontractor is a key component to the-delivery
work under this contract. Cutting Edge Communications enjoys a good work
relationship with the subcontractor. The assurance and securing of pre-pay!
is needed tiensure there are no delays in the deliverables under this contra
.
-- - -
..
. . . , .. . ,- . - - . . - ..
.- . .-- - . .-
..- , . . . :.. .. -. .
Sincerely,
Denise erre era-w ieters

President
4-
- - - Re: Media Plan

Patty Helphenstine I
Page 1

To: denise@cuttingedgesa.wm; Dinicolo, Kelly; Gutowski, Walter; lisa
Date: 1/14/04 12:03PM
Subject: Re:-Media Plan
-.
Can we discuss again the difference b e w e n a :60 hard match and :60 PSA. Can we use thelsame
creative as the paid spot since it says brought to you by the Dept of Health & Human Services?
>>> "lisa" <lisa@cuttingedgesacom> 01/14/04 01:26PM >>>

Patty,
(35) :_10spots
- -.
,&
We will verify with MCC when needed, and if same creative or with slight
tweaking. We will be able to answer in today's call.
Thanks,
Lisa :) ..-. .
\g:
.-
on 1/14/04 7 5 6 AM, Patty Helphenstine at Patricia.Hel~henstine2@cms.hhs.~ov
wrote: .',d-i.Q*
-> Hi, -- -- -
> ..a-
> At our weekly meeting, I will need to know the following:
>
> Are the added value &ots additional la cements of the :60 s ~ o(hard
t
> matches)? - ' . -. - ..- .
-----. - .. " > -
.-
:
.
-
.......
..
,
.
.--
. .- - .-:
- -
> Are the added value PSAs -other scri~tsand lengths?

- > If so, what are the legnths-needed? -. - .
> When are they needed?
>
> Thanks,
> PattyH
?---: .-
>>>> "denise" <denise@cuttinqedaesa.wm> 011
> Patty,
>
> Attached is the lnterim Campaign Media Plan. Please note that the
> radio for
> the Interim Campaign is under budget at a little less than half what
..... .-
> was
> previously budgeted. The MCC&P media department had anticipated a
> rate - .-
> increase which did not happen, consequently the amount is lower and the
> 600
Page 2
> TRPs have been reached.

>
> Also, the Internet is for four months. Securing the four months gave
> US a
- > reduced cost, and if creative changesfor the month of April, we can
> sihmit
> without any down time.
> :. . .
> Please let me know if you have any questions.

>
- >Thanks,
> Denise *.
->Cutting Edge Communications, Inc. . -
<.-
--- - -.>Phone21022W827 :
C1 --
- - - ~ E X zio-226-6827
- . - *
. - -
.. --.
- --
- . .. . . .-
- .. ,.- ---- -
> . .. . -
> . .
CC: alex@musecordero.com; Gina@musecordero.com; nami@rnusecordc com;

rla@cuttingedgesa.com
-. - .. - .-
Page 1
From: Kelly Dinicolo

To: Internet:jstrand@aed.org
Date: 6/26/01 1:23PM
Subject: Friday Meeting
- Hi John.
- -
Friday's meeting is definitely taking place in Washington D.C. Michael McMullan, Rob SWI :y, and Tom
Scully are expected to attend. You should work with Rob to set up a schedule for the day. ob can be
reached at (202) 690-5649.
Thanks. .
-
. ..
:-
'i
..
...
=:.
-
.
.
- ...
-
.
-.
. .- ..- -.
- 5- .-
..
Sweezy, Dallas (~ob); Weller, Lisa

-
. ... - - - - .-
To: Internet:jstrand@aed.org
Date: 6/26/01 1: 16PM
Subject: Contract Meeting, 6/27/01, 1la.m. I
I
For the purpose(s) of tomorrow's meeting--(discussing the business processes of he contirac I
:t) I only
recommend that you and the person who is mostresponsible for attending to the busines:7 f lmctions of the
contract attend. By that, the person submitting vouchers, status reports, etc. In our conve3rs ation earlier
1
this morning, it sounds like Mark Muebach, the VP of contracts is the right person. I think3I ycIU and Mark
(if that's the right person) can brief other AED sta#when you return to the office. As alwa!JS. you can feel
free to contact me with any questions you may have resulting from this meeting.
.- .... -- -- . -
. .- A .-
...
-. -- kviti'meet at the Central Building guard station prior to4kmeeting t a q n you in, Ple!as
.
you haveany questions. . . . . . . . .,.
Thanks. "
Kelly A. DiNicolo
Center for Beneficiary Services
(410) 786-0046 (phone)
(4 10) 786-9665 (fax)
KDiNicolo@hcfa.gov
I - -
I Page --I

To: Hebert, Angelique
Date: 8115/01 2:14PM
Subject: ,Fall Campaign-Creative Concepts
-- Angel-- -- - -
.-
Please find attached a pdf file with creative concepts for the Fall Campaign. These materia11sa1-e being
focus group tested beginning bmorrow with M d c a r e beneficiaries and soon to be Medical?
beneficiaries. Results from the focus groups will be shared with the Administrator, Michael, RulDen, and
Rob Sweezy on Wednesday, August 22 from 10 a.m. to noon. I will bring you a hard copy 23s W ell.
Thanks.
.. I
-. . . -.
_-- .-
.~ .. . . . .
. .. .. . . .
. . -. .-. - .
..--
- --
. . . . .-
21. --.- --' - -
... - .. -- . . --.
CC: McMullan, .~ichael;

. . . . . . - .-.--
Sweezy, Dallas ( ~ o b ) ~
'
...
From: "Melinda Halpert" <rnhalpert@smtp.aed.org>
To: <aperez@musecordero.corn>,<apherennow@yahoo.com>
Date: 1015101 4:07PM
Subject: Tyesday Conference Call to Review Your Rough Cut
. Hi Alex, .- .
On Tuesday, we will have a 1-112 hour window with Michael and her group to go over bol lour rough cut
and the Campbell-Ewald rough cut.
We'll do this in two separate calls. We'd like to plan to speak with you and your colleagul at MCCP from
11:20am- noon Pacific (2:20-3PM Eastern).
.. .
Wewjll a f f F g e calkin lines and will confirm this with_you on on day. Please i'ry to stay 1
CI
-
-- - _ h ~ f F o m ' e x p e ' r i e n c ethat their-sche'daesmay change at the-last minute.
. .. .... . - We'll keep
.
.-.-yo1-
~. .- ..
.-. . . .- <- 0- -- -
Thanks *-
Looking f6rward to seeing this! .. . .
Melinda
CC : <KDiNicolo@cms.hhs.gov>,"Dee Ellison" <dellison@smtp.aed.org>, '' in Strand"

. .. .---
<JSTRAND@srntp.aed.org>, "Lisa Tensuan" <Itensuan@smtp.aed.org>
..,. ... - .-..-.-. -.-- ..-."..-- - - . ................. -
-. Tuesday
I.. ^U-I"---I"-C-CA-i."""-----. .--11_-._..
... .... "

conference Call To Review
- -... ......_.--_I.. -.-.-.-...------- --- Your d g h Cut .
I" ........ . ^ .................
From: "Melinda Halpert" <mhalpert@smtp.aed.org>

To: ~Alex@musecordero.com~, <apherennow@yahoo.com>
Date: 1015101 4: 13PM
Subject: Tuesday Conference Call to Review Your Rough Cut
- Hi Alex, - -
On Tuesday, we will have a 1-112 hour window with Michael and her group to go over bc your rough cut
and the Campbell-Ewald rough cut.
We'll do this in two separate calls. We'd like to plan to speak with you and your colleag~ at MCCP from
11:20am- noon Pacific (2:20-3PM Eastern).
-
\
. We will .arrange call-in lines and will confirm this with you on Monday. Please'try to stay xible, since we
7 - - -
- know f r o ~ . e x p e r i e k ethat their schcWiles may change at the last m~nute.We'll keep yo
i = I:
. . . . . . . . .
Thanks *
Looking forward to seeing this!
Melinda k
CC: ~KDiNicolo@cms.hhs.gov~, "Dee Ellison" <dellison@smtp.aed.org>, ' hn Strand"

. . .>,l
<JSTRAND@smtp.aed.org>, "Lisa Tensuan" <Itensuan@smtp.aed.org>
. .- --- -- --. - -- - .-
i-
Kelly Din~colo- FOCUS ~ r o info.
u ~NYC and LA . . - Paae 1
From: "Lisa Tensuan" <Itensuan@smtp.aed.org>

To: ~jfyock@cms.hhs.gov~, ~KDiN~coJo@cms.hhs.gov~,
<LWeller@cms.r
~DiNicolo4@hotmail.com~
Date: 8/27/01 1:35PM
Subject: Focus Group info. NYC and LA
-
Here is the information for the FG's M>& Cordero has arranged. Please notify me with questions.
>
New York: Thursday, August 30, 2001

Times: 2PM, 4PM, 6PM
Focus Suites
.
- ....
- -
-
355 Lexington Ave.14Oth Street
.-New York,
-- -
NY 10017
. - - 212-867-7-7373
- - .=
Los Angdes: Tuesday, September 4,2001

Times: 4PM, 6PM. 8PM
<-.
.
~-.-
.
..
. . .
-
.. . -
Savitz Field & FOC& :.

5757 W. Centruy Blvd. Ste 360
Los Angeles, CA 90045
310-642-4799
Thanks-
Lisa
.9' .
%'-
.- -
CC : <alex@musecordero.c~m>,<Shelley@musecordero.com~,"Dee Ellis!
..<dellison@smtp.aed.org>,"John Strand" <JSTRAND@smtp.aed.org>,"Kimberly Maxwc
< k m a x w e l l @ ~ r n t ~ . a e ""Melinda
d : ~ ~ ~ ~Halpert"
~ <mhalpert@srntp.aed.org>
, - . . -
L- ~ ~ n ~ c- o1-800-~ed1car;
Kelly io conference-call

To: ~Balexand@cecom.com~, ~Bgurveso@cecom.com~,"Dee Elhson"
<dellison@smtp.aed.org>, "Gregory Niblett" <GNIBLETT@smtp.aed.org>,"John Strand"
<JSTRAND@smtp.aed.org>, "Kimberly Maxwell" <kmaxwell@smtp.aed.org>
Date: 8130101 8:35AM
Subject: 1-800-Medicare conference call
-
Item Type: Conference call
Start Date: 0813012001 02:OOpm EDT (Thursday)
Duration: 'I Hour, 30 Mins
.
This meeting is to discuss 1-800-MEDICARE and the Fall Campa~gn.Kelly had previousl! ared with
- .... -.
--
AED the call center trends.
- - - --..
P r o p e d & j e n & -- -
.. .
--
~--
-
-
-TNeal, Ernest, 8 Carol-waHc us through the call center data you share& . . -c-.-:-
2. "", "", '"!, discuss call center s t a h g plan beginning Oct 1
3. "", "", "",discuss availability of adding simple messages to~automatedresponse unit.
4. AED & sub--discuss media plan
Conference # to dial is,(410) 786-3100

Authorization Code is 170841.
Lisa Weller will be chairing this meeting.
Please foward onto others ia your office who should be involved on this call.
%'."
Thanks-
- Lisa -
-- -- -
CC: <~hauskr@cecomcorn>, ~KDiNicolo@cms.hhs.gov~, <LWeller@cms
~DiN1colo4@hotmail.com~,
"Melmda Halpert' <mhalpert@smtp aed.org>, "Wanda Wom;
<wwomack@smtp.aed.org>
-
- - -- ... .. . .
Kelly Dinicolo - de. ~ o t e Change
--
: In Date f o r . ~ @ ~-~.? o- d.u c~~ o ne &- - ~ Page 1
I

To: <KDiNicolo@cms.hhs.gov~,<LWeller@cms.hhs.gov>, ~MMcmullan@cms.hhs.gov~
Date: 9/6/01 10:55AM
Subject: Re:_Note:Change in Date for Pre-Production Meeting
--. The pre-production meeting is very important because it covers all the details of the shoot a l d provides
the blueprint for the production. This includes reviewing with the agency 8 production'comqany locations
and sets, sequence of each day's production schedule and plans for how each spot will be spot, any
additional talent in the spot (those who will be on-camera like the woman in the call center, those who will
be more like extras (the lab technicians), wardrobe, props, supers, etc.
-
, - It would be ideal to have Michael on hand for the pre-production meeting and anyone else fr4m CMS who
will be present during the shoot. We can also arrarige to have people call in, though it is betfer to have
someone attend in person because there will be discussions about visual aspects of the commercials..-
-
_..- - Plea* (13m 6 k n d l who
~ w.ould be.attenYfigby conf. call. . - - -
.. . -
-- --:
. ..
.--- -.. .--- .-- .
,. .- - .
.-
..
.-
---
.
Someone from CMS needs to be pr6Sent each day of the shoot It would be great i f f R f iioufkbe the. .. . .--
same person for consistency, but we do understand that we're dealing with very busy so that may. - -. ..
not be possible. Those who:do attend need to have decision-making authority should we need to make
any changes or revisions during the shoot. We try to avoid any big changes, but inevitably there will need
to be some adjustments to something, so we need someone who can say yea or nay.
It would be great if Michael could be on-hand during at least one day of the shoot itself, but if (not. I thought
I had understood from Greg that Rob and/or Jack might be covering some of those days. You can let me
. . . :--
know. The shoot days-tend to be full days: I think you can plan on a 9-5 day easily.
.;
I
- 4
9'
At last check, the pre-pro m$ting was set for Monday from 1-3 at the production studio offices m ..
..- Manhattan:
JGF Productions
- - .
270 Lafayette St. (betw4eee_g.~P~jnc~and

Houston -pronounced "How-ston") -.
-... . . - ...
- me
Let .. know ifanyone from CMS-,would like to attend the dinner with Lg>@ Nielsen; that would be great
.. .%- I. . .I. . -.*.=
Thanks-
Melinda
. ..
Thanks,
Melinda ,
-. C -- .. .. :>> 'Michael McMullanY ~MMcmdlan@cms.hh~.gov~
* 09/05/.QJ 05:52PM >>>
,, .. .. . -
** High Priority *'
.- .-
Please let me know whotwhat-sort of staff you want in NY, and when for the production of the js. l need
to work out schedules and travel for the week. Thanks.
>>> "Melinda Halpert" <mhalpert@smtp.aed.org> 09/05/01 12:43PM >>>

The agency has advised that next week's pre-production meeting has had to move to Monday 9/10 rather
tham-TUes. the IIth. It will run about 2-3 hours in the afternoon (in Manhattan). Production wc ~ l still
d
begin on Wed. 9/12. They are planning a dinner with Leslie Nielsen on Monday night:.'If you link Tom or
anyone else from CMS would like to attend, please let me know. We will have more specific c 'tails from
Campbell-Ewald later and will incorporate the dates into the flow chart we are revising.
Thanks,
Melinda -
. .---- .- - . ..
Kelly Dincolo - ~ e xweek's
t Schedules Paae 1

To: <MMcmullan@cms.hhs.gov>
Date: .9/6/01 3:28PM
Subject: Next Week's Schedules
Hi Michael, - .-
.-
At Greg's request, I've faxed to you the latest working production schedule. It will give you : le idea of
what will be happening'each day; though specific details on location and time are still to be llized by the
agency & production company.
- The pre-pro is set for Mon 1-3 at the JGF Productions offices in Soho (270 Lafayette St., bc .en Prince
- ..-.
---
-.
& Houston). Delighted to hear that you will be there: The production company & agency v
with Leslie...Welsen on wardrobe from 3-5, but you andlor other CMS staff would not need ct
tha;!f you wish tSi stay for-dinner with Cr6Iie ~ i e l s e nand the agency, it is tentatively plannl
location still to be determined,-thoughit is likely it will be close-to3he St.-Regewhere Niels
(55th & 5th'Ave.) + " - -
)e workiqg
? there for
'orWm, . .
.... Siayirrg
S
. .
"
.. -.- .
.--.
----
..
..
-
..
Tuesday will be a prep day for the agency & production ~ o m ~ $CMS
~ . staff will not be nec d that day.
The agency & production company are still finalizing arrangements for the locations for eac ay's shoot.
One spot will be shot per day, starting Wednesday. On the schedule the spots are labeled 1ts # 1, #2,
& #3. We do not yet know which spots those will be yet. The agency & production cornpan, ill need to
work that out, pending confirmation of the actual locations where we'll be shootiqg each da! t is possible
that one or more days may be outside of Manhattan and in a neighboring suburb. We hop( give you . . _ _ ..-
firmer information tomorrovi locale and timing. Typically, the clients are needed by 9am,
these will be very full shoot ays. f we expect -- .-
-- .- . . A
Please feel free to call me with any questions. I look forward to seeing you next week
Melinda .,,..-.. .-. ..:.-
202-884-8675
. . .
I CC: - * ~KDiNicolo@cms.hhs.gov~,
"Gregory Niblett" <GNIBLETT@smtp.aed.o!
-. --_--
. .. .. Strand?<JSTRAND@smtp,aed.~rg>.,~.!'Lisa
.- Tensuan" <Itenstbao@smtp.aed.org>
.A.
.- . ..-. - --
- - --.--- - - . - - - -v--
-- . --
... -
Kelly Din~colo- Medcare Pre-Pro
-
From: Bob Alexander <balexand@cecom.com>

To: Melinda Halpert <mhalpert@smtp.aed.org>
Date: . 9/6/01 5:59PM
Subject: Medicare Pre-Pro
- Melinda, - -
Here are the specifics on the pre-pro: -
When: Monday, Sept 10, 1-3pm
Where: Tribeca Grand Hotel
Chamber Room
#2 Avenue of the Americas
A
(corner of Church and White)
I will let you know if anything-charsges. Please call me if you have any
questions. : -.
Thanks
Bob
CC: 'SeregnyY&f' ~jseregny@cecom.com~,

%trace. Kathi" <kstrace@cecc
-
-- -- -- 1 - --- - . .
Kelly Dln~colo- General Market and Spanish ~ a n ~ u aProductton
- ~ e l ~ Arrangemess- --- Page--
1

To: ~KDiNicolo@crns.hhs.gov~
Date: 9/24/01 9:35AM
Subject: General Market and Spanish Language TV Production Arrangements
-
Latest word from the agency is that we are now back to shooting the commercial in Los Anseles next
week. Apparently, there are no filmingpermits being issued in the NYC'and NY metro areas for the time
being. so they are proceeding with plans for a west coast shoot with a pre-pro planned for tbis Saturday
9/29 and the shoot to begin on Monday 1011 and continue through the 3rd
The Muse Cordero TV shoot is also planned for LA, with the pre-pro meeting occurring on n. 1011 and
- the shoot on Tues. 1012.
-
-.
Our goal isJojin down dates, times, locations and all the other arrangements as early as F sible thig
. . -
---
..
---
-week-so-ttiatyou-can-determine who from CMS willbeable to cover the shoots.
-- . . . .-> - - -.- . .
--
. .
--
. -
Thanks- - . - -- / ' ,
Melinda :. -.
CC: "Dee Ellison" <dellison@smtp.aed.org>, "John Strand" <JSTRAND@sml

"Lisa Tensuan" <Itensuan@smtp.aed.org>
I-
r l ~ - lnformat~oifor ~ ~ ~ p ashoot
~ e lD~n~colo nic
.. --
-
-
- - -- - I
---
--
Page 1

To: <Jwinslow@cms.hhs.gov>
Date: 1011101 1:46PM
Subject: Information for Hispanic shoot
Joyce
-
The following is info on the ~ i s ~ a n i c ' ~ hwhich
& o t you will be attending on Friday the 5th. I
specifics yet, but will fax them to the hotel as they become available to me.
1. Ann Jimerson, from AED will be attending the pre-pro on wed and the shoot on fri., Kim !rly Maxwell,
AED, will be attending the pre-pro on wed. They are both staying with friends in the area, 5 will not be at
your hotel.
2. There is a posibility that the voice-overlradio shoot will take place on the 4th, also this is ?ntativeand
-
x
not scheduled yet. Will keep you updated.
., 3. -Muse_CorderoChen and Partners is doing the Spanish speaking part of the campaign. heir contact
. infais.:-6100 Wilshire Blvd. 1Gth floorrhsa Angeles:'CA 90048. Ph: 323-954-1655 The PI it of contact -
. .- .~
. -- - -- .. -- .,: :
Will beAlex Perez. You camreach him at this number if you need anything? - - - -- . . -- --
- .
. .
That's allat this time, I'll let Alex know that you will be attending the shoot on FridSy.<'= T3
....
...
. . .
- .-
-. .
Lisa
CC: ~KDiNicolo@crns.hhs.gov~, "Ann Jimerson" <ajimerso@smtp.aed.org>, (im berly

Maxwell" <kmaxwell@smtp.aed.org>," ~ e l i n d aHalpert" <mhalped@smtp.aed.org> - - -.yo
..
.... - -- -1 _ - _
1 Xelly ~ i n ~ c o-l ~ecison-~ak1t-i~
o During the F'rddktion
-. - - .shoot&
1-
I
From: "Melinda Halpet' <mhalpert@smtp.aed.org>
To:. . <KDiNicolo@cms.hhs.gov>
Date: 1011101 3:57PM
Subject: Decison-Making During the Production Shoots
Hi Kelly,
Greg advised us of a phone conversationie had had with Michael on Thursday. Sept. 27. b001. outlining
the decision-process during the shoot this week. Their discussion had to do with the need to have on-site
decision-making authority during the filming of the C-E and MCC&P advertisements in Los hngeles next
week. There will be frequent on-the-spot decisions and judgment calls that must be made, and CMS and
..
AED staff on-site will not be able to call Baltimore to vet each decision through the chain of command.
- .....
This-is a be
. . . . . . . . .
--
f summary
...
. . . . .-.-- -
of what was discussed and-agreed
.. ---
--. ---
to by Michael:
"
- -mi COB Monday during the-productionmeeting, AED and CfvlS will-agrerto a day-by-d@%stbf
- ---.
-.th-6 .'
CMS person with final-decision-makingauthority. An emergency contact number (preferably's bgeper ........
number) will also be made available to the staff in LA so Michael McMullan can be reached lin Baltimore.
(Subsequent to Greg's and.-Michael'sdiscussion, a pager was sent to Michael today, 1011: that number is
202-991-9897)
2. On Monday and Tuesday, Rob Sweezy will have on-site decision-making authority, reprekenting the
Administrator.
3. On Wednesday and Thursday, Jack Fyock will have on-site decision-making authority, representing
Michael. (We learned toda .. 1011, that Joyce Winslow from Rob Sweezy's office will also be in
attendance We expect th&;he will be available to provide input and concur with Jack.) .. 1
--
4. On Friday. we had recommended on-sife AED staff (Ann Jimerson) should have on-site
decision-making author3if no authorized CMS staff are present or if Michael McMullan canFot be __... .
I . .
reached. We have $ice learnea that Joyce Winslow will be on-site during the shoot, so we assume she
- . . . have CMS
would - decision-making
. . --. authority
.-
.
on the set that day. _--.-
.: .- ..-?
A _ I
5. Where serious questions arise during the filming, every effort will be made to contact the designated
CMS authoritv in Baltimore. However. if such efforts do not result in rapid contact and respons~e,the caller
' I
will assume responsibilityand authority for the decision.
.*
. . . .We're hopinglthat.thesesimple guidelines will-enable the p@uction work to proceed smooth . We're
-. ...
looking forward to an-excitirrg:week.
........
.-.-. ...
-? _a- - &.
CC: "Gregory Niblett" <GNIBLETT@smtp.aed.org>, "John Strand"

<JSJRAND@smtp.aed.org>, "Lisa Tensuan" <Itensuan@smtp.aed.org>
.--.a
To: ~KDiNicolo@cms.hhs.gov~, <RMcNaney@cms.hhs.gov>
Date: 10/2/01 11:02AM
Subject: Key dates
.--
Rick-
These are the key dates which I've put together for.you for your report. Please call me witt- any further
questions.
General Market Campaign

813101: RFP submitted to CMS
-
8/9/01: Agency (Campbell-Ewald) briefing @ CMS
8110101 : Agency presented initial strategic platfon'h and creative concepts
-.-8116101-8/20/01:General market focus groups on creative concepts and theme lines
.. . - 8L31-/0.+: CMS approves general marketzampaigncreative for TV ..- - .
-:-* .:* /
g10/01: Pre-pro meeting in-NYC (production originally scheduled in NY We-9/14)--.:.-.---- -.".
. . .
10/01/01:--Rescheduled-pre-pro meeting in LA .F
10/2/01-10/04/01: TV Shoot in LA .. .
10/4/01-10119/01: Post production-TV commercials

10106/01: CMS approves first commercial
10119/01: First TV commercial begins airing
10119/01: CMS approves second and third commercial
10/25/01: Second and third commercials begin airing
"Please note that the approval of the print ads is still awaiting CMS department approval"
,.-'.:.
I
Spanish Language camp&&
.--
7/26/01: Agency (Muse corder0 Chen & P_artners).presentsto CMS. Selected to do campaign.
8/30/01&9/4/01:Focus groups on Creative concepts and theme lines
9/25/01: CMS approves~~panish~-language media-plan
9/28/01: Final approval~o?~c'iea€&ereceived
10/3/01: Pre-pro meeting being .held
. in LA
'1015101: TV3hoot in LA '.. -
10/5/01-10/17/01: Post production-TV and radio spots
1019/01: CMS to approve radio commercial
10112/01: CMS to apprwe TV spot
10/17/01: AirTY and radio commercial
. . .. . . .-...,- .
.+
,
gain, hope chis helps- ',:
Lisa
- - . -. - .
..
CC;... .- "Dee Ellison" <dellison@smtp.aed.org>, "John Strand"

"Melinda Halpert" <mhalpert@smtp.aed.org>
Patty Helphenstme
- - Focus Groups - . Page
- 1
.

To: Mihalcin, Ron; Muldrow, Ernest
Date: ~61101039:14AM
Subject: Focus Groups
- Ron- .- -
Our 1st local focus group for the campaign will take place in Baltimore (location tbd) on June 3. Groups
will also be held in Atlanta and Des Moines on July 1. These groups will be testing the creati for the
national (general market) campaign. Once I have the details on the logistics I'll let you know 1-800
_
staff can attend.
Thanks.
.
. .
-...-. -
.
-- . . .
- -
,
.- .
. .
-.
. .- - . ..
.. . - . ~-... . . - ==
CC: Gutowski, ... ...Helphenstine, Patty; Tabor, Ann
. . Walter;
.*
.+.
.-
.-
..*
Ron Mihalcin - Fwd: Media Plan Questions and Call 1 Page
--
1
I

To: Mihalcin, Ron
Date: 5/27/03 12:l OPM
Subject: Fwd: Media Plan Questions and Call
..-- Hi, - -
The new contractor has inquired to some phone stats. Any,information you can pull would be helpful. I'm
I
hoping we have a lot of this already. Please let me know if we don't.
Th'anks,
I
-
PattyH
.>>> '%dus_s, Kimberly" cKimberly.Aduss@ketchum.com~

- 05/27/03 11:00AM >>>
... -
:-- --
-Patty,- .. . - . . -- . - -. .-
-.
-----
- .
- .
. ...
-- I -- . . ----,.- . -r:. .-- 1
.-
. .
------
. -.
As we discussed on Friday, we'reboping to have a meeting to discuss the media plafi and b p thls-week ..-
. .-
or early next week. We believe folks like Michael and Rob will need to be part of that meeting as some -
direction and decisions will meed to be discussed.
In preparation for that meeting, we're pulling together the information from last year's buy. It would also
benefit us greatly to have some historical data about 1-800-Medicare call volume. Below is a list of
questions related to 1-800-Medicare. . If someone could answer these for us via call or e-mail, we would
greatly appreciate it. . - .-.-
Thanks! li%. ..
.=;
.- Overall_trendsand patterns:
-
I..What is the three;y%.r_
... trendto total calls? Ideally, these would be monthly numbers fc
2000-to-present. -<
/
2. . . .Are there data for new, first-time callers versus repeat callers? .--.L
3. What times-of-day and days-of-the-week are calls made? Media exposures shwld occ
those periods when, according to past behavior patterns, people are more likely to call.
4. Which metropolitan areadmedia markets ,
.--&--- and ~ l ~ ~ - r - n n - f n rwhen call v
compared to the numberof potential callers? - . .. . m
- ,
1- .-
,$
5. Are there post-call "customer satisfaction" SUrvdya "a -800-....,-.--. .,---. s . >.
-
-. iT
i
-. - - - . . . . . . -- - .. ~ , .-.. -.
.- .d .,
Past campaign performance: .~
-. -
1. What was the aggregate change in call volume during past advertising carnoaims7
2. Can dailylweekly changes in call volume be explained by advertising?-
. . ... --
,...-..
...
(202) 835-9499
kimberlv.aduss@ketchum .com
\
From: Alex Perez ~alex@musecordero.corn~
To: Dee Ellison <dellison@smtp.aed.org>, John Strand <JSTRAND@aed.org>, Melmda
Halpert <mhalpert@smtp.aed.org>
Date: 1012101 5:37PM
Subject: PRE-PRO CONFERENCE CALL
--
The pre-production meeting is sched&c! at 3:OOp (ET)l12:00p (PT.)
Call parttcipants are to call the following number-noonWednesday (1013). '
-Tel No: 1-800-886-9041

Participant Code: '81 2147
-
.... - .-
___---
. .. .-
-
. .
. .
- .
-
. -.
.. - - .i . - .-
. ==-
I I
.
:<* = .
.
.-
. .
CC: Alice Rivera ~alice@musecordero.com~~

Sharon Jones
Ling Fung ~ling@musecordero.com~
. ,.-. . . ..., .-- . _. ... -
,
j Kelly
. i c o-l o
.. ~ ~ n ;.:--.'...-.
- ..- - ..
Focus.. ~ r o u ~ . ~ -t.t e n d e e s-. . ..
<
. A ..
- .
-- - .Ai--I..----l.
:_
.
-
-:.
.I
.
L ...

To: Goldstein, Elizabeth; McNaney, Richard; Weller, Lisa
Date: 7/22/02 12:43PM
Subject: . Focus Group Attendees
Listed below are staff and contract03 attending the focus groups this week.
-.
Philadelph~a:
Steve Plato, CE
Jeff Seregny, CE
Bruce Haynes, NM
Alex Castellanos, NM
Melinda Halpert, AED
- Kelly DiNicolo, CMS
. - Walt Gutowski; CMS
a - - _ 7iactiel Lancelotta, CMS
Peter Goodman, CMS -
Sandy Levit, CMS
Tampa:
Jayne Townsend, NM
Steve Elson, CE
Stephan Pytel, CE
Lisa Tensuan, AED
Chicago: .. $I
John Brockmeyer. NM '=:

- Steve Aiello, CE
~aurh Hicks, CE
.. Greg Niblett, AED
- . - , . , i . ....-
Rick McNaney, CMS
Verlon Johnson, CMS , '.. -..
Iris ~orales; CMS

Twana Brown, CMS
-
Portland
Bruce Haynes, NM
-.z ..----.
- ___ .. .. .. Arthur Mitchell, CE
Lisa Tensuan, AED
. . . ..
.. ,
... - - .-
.
Alan Newman Research
Academy for Educational Development Portland, O R
Campaign Position Testing FG's
Schedule PI# 666-48 1 p.m. Care@\
lay, July 23 2002 Philadelphia, PA

./I4 b; VG,?
12:00p.m. Coming of Age I 2:00 p.m. Beneficiaries I 4:00 p.m. Caregivers
3 C-&
FACILITY: Focus Suites of Philadelphia
One Bala Plaza Suite 622 Pete Gwdmcn
corn
Bala Cynwyd, PA 19004 2 u n d 3 Lev; k '-
-
"
*.
. .
CONTACT: - T o m y (she) Avelar - -Ki~a "ice/
:
. - - .. ,
SONE: , . (610) 667-1 110'- -,,& .-k)p- L:: h :-=. .-: ;

FAX:- (610) 667-48,$8
EMAIL: tommy.avelar@focussuites.com L~nreldF+4= :1 1. :; . . ... .. .-
- W E ~&
C bd{ -.
iay ,July 23, 2002 Tampa, FL
12:OO p.m. Coming of Age / 2:00 p.m. Beneficiaries / 4:00 p.m. Caregivers
FACILITY: ~h6'l@monGroup
.-
600 N. Westshore Blvd, Suite 702
- T k p a , FL 33609
,.*.-.**..- ,'>
CONTACT: Elaine
PHONE:. - - . -- (813) 282~0866 .--.-
: :C
FAX: (813) 282-3553
. .-..
e&ay; July 24,2002

- ..
- , . ....
..
. ,-
.* -.--..----- ..
chicago, IL .. .
.. ...
. ..
. . .
12:00 p.m. Coming of Age 1 2:OO-&m. ~ i & f i ~ i & i eIs 4:00 p.m. Caregivers
FACILITY: Precision Research, Inc. V@-I;n Johrrroq

10600 W. Higgins Road, Suite 100 -
Rosemont, IL 600 18 If;J ~CVCI(~J,
CONTACT: .. Viclu Smith

PHONE: (847) 390-8666
FAX:
EMAIL:
--- - -- - - --- - 1 __ __ -
-- - McNaney - AT8T Teleconference Confirmatron - HOST

Richard . .Copy T - -. - - Page 1
..
From: "AT8T Teleconference Services" ~rnailer@mo06b33w.bns.att.corn>

-
To: <ikenfiel@aed.org>
Date: 8/16/01 4:11 PM
Subject: AT8T Teleconference Confirmation - HOST Copy
**********************tt**************tttt**********************tt**tt**u
- AT8T TELECONFERENCE SERVICES _ - Thu Aug 16 2001 15:11:23
HOST COPY
RESERVATION CONFIRMATION
Thefollowing mformat~onconf~rmsyour:
c
.. --- -
AUTOMATED DIACL1N RESERVATlOf!t
- -- -
-.
Please review this information andzontact ATST Teleconference Services at

(800)526-2655 if there are any changes. . .
CONFERENCE INFORMATION:
TeleConferenw '-"-- " 1

Conference ID. It
***
Conference "run I c
Start DateK~rne:08/2l/Q1 TUE 09:OO AM EDT
End DateK~rne:08/21m TUE 10:OO AM EDT
- Durat~on:001 hr 00 mln
+ PORTS: 012
-
+ Conference Host. ISABELLA KENFIELD
+ Host Phone ~umb"e??'(202)t%84-8027
+ Conference Arranger: LISA TENSUAN

' Arrangerphone Number: (202)884-8027
"
-. _-- .. .. ..The Host should .:-- 'L- f:" ;*..

+ HOST CODE: -- .?
-wingto. reach thz conference,call:
- .
.. - -
+ Toll Free Dial IYUIIIVcI. _ i

.-. - ,\ . - - -
PARTICIPANT INFORMATION:
All Participants should use the followina informatinn +q reach the conference call:
.?.4?ARTICIPANTCODE: .. {
+ Toll Free Dial In Numb€ ' , -.- .a
FEATU.RES SECURED:
----------------
Automatic Port Expansion

!
-I Patty
. .- -
Helphenstine
---.-. - Re: Review Final script for Spanish N Filming t -
1
-----
.
- -.
. ..
Page
. ....
.
t

To: Goldstein, Elizabeth; Gutowski, Walter
Date: 3/24/04 12:27PM
Subject: Re: Review Final script for Spanish N Filming
. Hi all,
I have received a call from Dan Morales from the Department. He has offically approved the original script.
Upon his approval. I alerted him to this concern. H e does not feel it is an issue and prefers /o keep the
spot as is. However, we can record the line in another way. This way, we can splice the approved script
with new language if it becomes necessary.
- ---
..
I am also meeting with Andres to determine if the Spanish-language conveys this informatidn differently
-than
---
.. . .
how-ye-read
-
- . .-
the
-
English-language.
Please let me know if .this

. solution
* .
- -- -
_
-1.. ..- .- , ,
. -4
.. not adequately addressthe c u f r e n i ' ~ k ~ e r ~ ~ = . '. .
. does
.. . -
Thanks, ..
PattyH
>>> Elizabeth Goldstein 03/24/04 12:llPM >>>
Nyna is going to send an additional followup email so she may be able to better address wl ~twe have
heard from pharmacists. Liz
>>> Walter Gutowski 03/24/04 11:22AM >>>

Liz,
\= I
Yes, the wording you proposed is better but my concern is a little more fundamental...should we plage a
pharmacist in the position of introducing the cards in the context of saving lower income peqple
money....all very true (and effective in capturing target audience attention because it comes from a person
.they trust for informahow pharmacist) but perhaps, in the current environment, better said by the =-.- -- .
voiceoverlannouncer.
. .-. . . -. --.-
Based on o";research, what are your feelings on how the pharmacy associations~mrghtv i 4 the=.=
pharmacists speaking role in this spot? Have we done any more recent focus groupslinterviews with
them. . .
.
Also, I think the "call 1-800-MEDICARE..." line may be OK for the pharmacist to say if w e - d r y "and begin
- saving". - -
Ourearlier.-pharmacist-research showed theywereOK with refering consumers -to gur 800#.
I'm copying ~ i n d s e y~ometa,.'&zanne Lewis;Robin F r i t i r on this to see if they

informationlfeedback-fromthe pharmacy groups on their role in communicating the
Suzanne/Robin please read from the bottom up on this email ....a copy of the script is
for any immediate feedback you can provide!
Walt
. . ..
.. ..,Z'.. - . -
.. .- aAb -
>>> Elizabeth Goldstein 03/24/04 10:47AM >>>

Wouldchanging the wording from "But, now there's great news for millions of lower income people with
Medicare tp help save money" to something like "But, now there's help for millions of lower income people
with Medicare to save money' or "But, now there's a way for millions of lower income people with
Medicare to help save money" help? Rephrasing :his might help in not giving the impression that the
pharmacist is endorsing the Medicare approved drug discount card. The pharmacist would then be just
giving information about the possjbiiJy of one of these cards helping you.
Patty and I have talked about this. She has clarified that the "call toll-free 1-800 MEDICARE p w to find
. . I Patty ~eT~henstine
- Re: Review Final script for Spanish N Filming
I .- .-. - ..
I
II .-- . -. .Page
. ... . 2
out how to sign-up for a card and begin saving is voice over, not the pharmacist." This wa4 just a typo.
! >>> Walter Gutowski 03/24/04 09:29AM >>>
Patty,
I'm not disputing our Spanish focus group results nor our previous discussions. I just want to be sure the
- ad is sensitive to the environment we are-now experiencing (heightened public scrutiny of how we position
our messages). We need to balance the-iiportance of communicating our message throJgh a credible
source for our audience (pharmacist) with the current and anticipated future environment tdat is making
sure we don't "oversell" the value of these cards,. And we need to be sensitive to those (pharmacists) we
put in a role, even in a N spot, to speak for us on this subject (pharmacy associations may have
something to say about this).
- .- . -
.. .
Nyna. Chris K and Liz ... can we get your feedback: based on what we've heard from pharmacists in
-general, on whether the pharmacist may be "overstepping" a bit in saying things'like "now there is great
J@WS fdi m . , I k n of
~ lower income peocfGith Medicare to help save money.'' I'm wonderinb if it should
the pharmacist making this statement versus the voice over.- I thought-ourWsearch showe$.{haF
pharmaci'sts want to tie intermediar7es of information only (i.e., refer people to 8 0 0 # r - . ~ h e . ~ o as
.-
be
p y it is .... ..-
.- .-
..
--.--
-. .-
.--
now writteti may also imply pharmacists' endorsement of thecards. Also the pharmacist's line "...find out -. .
how to sign up for a card and begin saving" is also of concern because it implies a pharmadist's
assurance that you will save with this card.
Please respond as soon as you can (script is attached)...thanks!
- Walt
..' _r.-
>>> Patty Helphenstine 0&3104 02:23PM >>>

. Hi. .- A
. I recall addressing thrs,concernjn the creative presentations some time ago and thought th it was ._
decided that the concept was OK. The research addressed this issue regarding credibility 2 1 how
.consumers get their healthcare information. Please find some informaj~ocfrom Cutting Ed! to help
resolve this concern: -- .. .- --.--_.
The research revealed that the pharmacist is a credible information source.

People go to the pharm3cis'tto ask questions about drugs, medications,
dosage, and even to get a second opinion. Many go to himlher instead of a
. doctor hoping they can -prevent otrip to the dwtor and the:pharmacist will -
.. .. -.
direct them to some-over ttiekounter remedy.
>
. . -
Also, hearing this message-from the-pharmacist in a manner that has a little
humor and commiseration on a very serious subject only makes the spot more
memorable. In the testing, the majority of participants reported that
because the message came from the pharmacist that it was relevant.
believable, and credible. Changing the pharmacist VOC makes the research
obsijlete. We also need to remember that the pharmacist isn't endorsing the
cards -- he is only saying there might be some help and people should find
-.--.a
out. Then the Announcer VO comes in and directs people to call

1-800-MEDICARE.
Please call me if you'd like to discuss this further. Thanks,

PattyH .-..
>>> Walter Gutowski 03/23/04 11:gSAM >>>

Patty,
It just hits me today that the pharmacist may be saying too much in this spot. Our research hows that
they want to be intermediaries of information only (i.e., refer people to 800#). The copy as i\is now written
y. may also imply a pharmacists endorsement of the cards ("now there is great news")....we d a y want to
think about making this announcer VO ....let's discuss.
Walt
- >>> Patty Helphenstine 03/23/04 11: 4 U M >>>

Hi, -
Attached is the final English version of the Spani.sh-languageTV ad script. Please find some important
information regarding the script and filming below:
1 The Spanish-language version of the spot is being reviewed for proper word choice and tiking by CMS
Spanish-language experts. Please note that the En3lish version is a guide of what we want to say, but that
:due to cult.ural differences, the Spanish-language wilt _notbe a direct translation. The overall honcepts .-
-'-cpiiveyed wilt-mach ihe English - versioii'
a-
-- ..
..
. . .- - -.-- . . - i
2. This script is basedm the Pharmacist speaking all the information directly to the'smer We will also.
film extra fbotage of the Pharmacist interacting with customers, so that a second version of T e ad can b e - - -
developed for Puerto Rico. This Puerto Rico version will include some of the
and footage by the Pharmacist. However, the $600 credit information spoken by
subsitituted with the extra footage and proper messaging via voice over. This script is
information regarding the transitional assistance in Puerto Rico.
- 3. 1 understand that the General Market has made some revisions to their low-income
inclusive for all Medicare beneficiaries. I just want to point out that in the Hispanic
those who did not qualify.fQr$he credit felt motivated to call because of the phrase
income people." They also wanted to know more and indicated that they would call 1-800-MEDICARE to
. find oU about the cards. -
.If any revisions are net-essaw to the ad, please send comments t o Pattv ~elphenstinelno later . . . .
I
than Wednesdav, 3/24 at Noon. The final pre-production meeting.is being planned for Mo 'day, 3/29 and
-filming will o s u r in Los Angeles-on 3/31. --.-
.. .-
Thanks, -I
PattyH
.-
--
-. .
....
-. -,..-
.. - CC: .. - .Koepkei
.-
Christopher; McPhillips, Regin%.-Reilly, Thomas; ~ubenstein,Ci rol;
---:. -.
Williams, Sunyna I
Paae 1

To: Cutting Edge
',
Date: 11113/03 6:01PM
Subject: More Direction on Creative for Rx
Please find some additional documents regarding the creative for Rx:
1.The General Market Creative Brief, which may provide some insight on the Rx creative.
. Addedinformation from Michael McMullan is that the end point of the ad is to get people to nroll into a
Medicare approved Rx program if the card is of value to them. Also, there are 7 million ber !s that could
-qual$y, but we still think it is important o say the general word millions, as the actual numbf is not fully
,
'CI
... -
7.- _
..established:-:
- - -
-- .- -
-
-.=. - ~
- . .
-- ?
- .- -..- .
. .
2. The General Market critical Path,.which outlines the o&rall milestone scheduel fw'the-F
media. I would like to use this as a basic guide to pull together our timeline. Looking at Mu! .-
negotiations timeline submitted last week, we really need them to nail -downthe official timf ine so we can -. .
get leadership decisions to begin work. Id like our milestone timeline to include the media, 3dio and W . I
think that we can do an alternate or line itme for Internet and print, unless there is a drop dl ad date that
needs to be highlighted. We are now using a critical path where the ads run on 311 to play afe.
If possible, I'd liketo get the timeline by Wednesday next week.

x
. .- - . -
Additionally, I wanted tor ecap the deliverables we discussed today and add any coments to ;la riiy: -.-
1. Rx Creative Options: CWprovide options on the the amount of copy that can change in 1 e ad and still
keep the overall connection to the visual. I'd like to share witti leadership if, for example, on1 2 sentences
- in, etc.. I'd
can change, or if we can change the entirgthing as long as we keep a fruits of your labor lin
, like this by Wednesday, 11119.
,.-..-.&.*
.- <'>
2. PSA for TV: CEC to provide a script and recommendation to pull existing footage from VP 'ito make a
-PSA. I'd alsolike to see the preventive ebenfits PSA developed for L w a - a s an option. I'd lils ? this by
.. :* r
Tuesday, 1 1118.
3. Internet-Media Costsfor Added 2 ~ o n t h sCEC

: to provide cost ingo on buying 2 more mc ~thsfor
. . Internet. CEC should also anticipate if we have the funds in budget assumung the costs for ther items -.
:I
wanted in the earned media and paid advertising. CEC should provide a recommendation o buying the
-. --- .- .
additloanl media or moving JanlFeti'to AprilIMay. I'd like thisZby.Monday,11717. - = ..
. .
: _
. * - .--.- .
:
-. 4. Earn-edMedia in Florida: If we get-any headway with the media in Florida, especially the t 3 W program .. --
in ~iami,-pease
let me knowrwe should alet PA0 of media successes.
5. Talent Issues: I would like to confirm the following ASAP (MondaylTuesday 11118 at lates
-The actual talent licenses from the filming of Frutos. CMS wants copies for our files.
.:[be final determination of talent fees associated with the VNR and use in "Hard News".
-The cost to show the ad to partners or at conferences. This is considered an "industrjal fee
-A ballpark cost to get unlimited use of the ad as a PSA for 1 year. And any guidance on the ikelihood of
the talent agreeing to such a thing.
Thanks, -
PattyH
.....
- CC: Dinicolo, Kelly: -Gutowski, Walter

. - ............... .,.."............................. .. ---
i
. . . . . . . . . . . ....................... .- . . . .
. . . . . . . . . . . . . --, Re:
lelphenstine .... Rx
., Possible
>.
earned
",-.--"..^-.-- media thoughts,., -
* - - - ..,...--.... ............... < ........ -. .
Page 1
From: "rla" crla@cuttingedgesa.com>

To: "Patty Helphenstine" cPHelphenstine2@cms.hhs.gov>
Date: 11118103 5:39PM -- . -
Subject: Re: Possible Rx earned media thoughts . -
..
-
Patty,
The celebrity spokesperson works very well with the Latino

population. But, there is no politico, or government spokesperson,
'-+at'i~.~ell kno66eno_ughtocarry it off. It would have toXbea
true "celebriiy." When working on the HOR!JGZNS Project we explored
.
this option. Two people were very-interested'-Racquel Welch and ..
Esai Morales of NYPD Blue. Racouells manaoement i t 1st said we. needed to , L Q ~
, . ,,
4
' .. The idea in .- ..
ustny csal was to use wtm nts morner as the beneficiary. I can't
----...I.
-. ._ --
er what the c o ~ - Racquel, but remember that Esai.wanted
'- . .
- .
. 2nd his mother . 3s a one time fee and we could use the
, - - .
r a n ,,ver. I believe Ftacqua~~vantedmuch more. Tom Kickham was .-.

-.__
x
very interested in the use of the celebrity, but we were working on
this when he was out on assignment, and then it sort of got dropped. . .
The only condition with Esai is that we come to him and work around
his TV shooting schedule.;." , .
-- 'k .,
If we do the celebrity route then we will have to lose the extended

media buy so that we ensure we have enough money.
-- ---
-. . .
;
Original Message -
From: "Patty Helphenstine" <~~el~henstine2@cms.hhs.gov>
Date: Monday, November 17,2003 12:08 pm
-__
-- -.
- .. -. Rx cfarned media thoughts
Subject: Possible
.-
> Hi, .-.
.- -
>
:-
..
*,
_ .
l th& it -812~
> It is being explored on t g ~ e n e r a~arkGiside be
helpful
a
> to have "celebrity" spokespe&o"h6Ip deliver the Rx message. As
YOU
> saw in the General Market creative brief, the end result goal is
, ' '""-5 to get
> people who qualify for the discount to enroll into the program. I
> wantedyour input on whether you think this is a worthwhile venture
>.for the
> Spanish-language media. ...
>
> While we can't reshoot the TV commercial, we may be able to leverage
> the credibility of someone recognizable and respected to get the work
> out in earned media. These canditades would be screened for their
> political views and other endorsement work. For the General
- .-
> Market, PA0
> felt that it may not be wise to use someone who is currently in
> office,but felt it may be OK to use someone out of office.
>
> What are your thoughts on this? Is a celebrity spokesperson wise for
> our audience? Do you think it would garner more calls or
...................... ..-........ ........................ ............. --......... . . . . . . . . .
I
-q.
~elphenstine
...... -.- - Re: Possible
...-............
Rx earned
".. ....... ...-. ..........media-..- - ..*-.,.,---. - . . . . . . . . . . . . . . . . . .
thoughts .- . . . . . . .
- .
\II
. . . .
page?
> enrollment over

> traditional earned media strategies and tjle message itself? Could our
\ > budget even handle something of this nature; is it feasible? Is there
> anyone who is well known nationally and respected enough to consider?
>
> Thanks, - -
- > PattyH . -
>
..
CC: <Denise@cuttingedgesa.com>,<Jana@cuttingedgesa.com>,
<Lisa@cuttingedgesa.com>, <RLa@cuttingedgeSa.com>, <Sandy@cuttingedgesa.com>, "Kelly Dinicolo"
1
.... -
---.
..
. . <KDiNicolo@cms.hhs.gov~
.
.-.
.-
.
....
.
.
..-
-.
--
/
. .. . -
-- ..- .
---.
. -
...
- :
. -. .. ,.>- ..-
.- :. -- -_a-
.- .-
! -. .
." -. . .. .
-- .--.
_ ..
-2--
.-
.
.,.-
.
. . . . . . . . . . .--
.-
- FW:PSA scripts & Media
\~atty'del~henstine --.
- . Plan Page 1

To: Patty Helphenstine <Phelphenstine2@cms.hhs.gov>
Date: ' 1130104 4:07PM
Subject: FW: PSA scripts & Media Plan
-- -
Patty,
Below is Barbara's response to-the proposed Puerto Rico buy, and the :10
script.
Denise
- . . -.
=.;-.*
--
Cutting Edge Communications, Inc,
- Phone 210-226-2827
.. ~axr210-2266827
e.-
- --
. . . -
. .
_- /.-
...-.
-- .
..
. -
.. . - --
. - .. --
-
::
.
-
.
- - .-
-
From: Barbara Smith ~barbara@musecordero.com> .. . .

Date: Fri, 30 Jan 2004 11:33:lO -0800
To: denise <denise@cuttingedgesa.com>
Cc: Gina Cadres <gina@musecordero.com~,Nami Takeda ~nami@musecordero.com>,
lmon Khan ~imon@musecordero.com~
Subject: FW: PSA scripts 8 Media Plan
Denise,
Our original analysis s h d ' d t h a t the FM stations were more efficient than
the AM stations. As such they were included in our recommended buy.
.- r
We do recognize that it is important to incorporate input from Andres. In

addition, there is a gomhtion&e for delivering more TRPs in Puerto Rico:
- Puerto Ricois the #1 market for the 65+ target from a population ---- .. ..x
standpoint. For the 35+ group, it is #2, behind Los Angeles.
.
Given the disproportio"ate cost to include the am stations, I would
recommendthat we choose just the combination stations: WKAQ, WABA, WK.16, =
. ---,. .- -
-- W UKQ for a-budget of $lO,?l OlIelkering arvtncrernental'i-20 TRPs. The other .- . ...
station that we had looked at, WLINO, is not as efficient and is more focused
. .
on just San Juan (the othercombination ?tations have coverage of the whole
Island).
Please let me know if you have any questions.
(In regards to the :10 script, that is directly related to segment

sponsorships: This traffic report, news report, health report, etc. has
been brought to you by Medicare.............copy to fill :10 total.)
. --- .-
------ Forwarded Message

.. . .",... - . ....
\ Patty ~elphenst~ne
i .'
-FW: .. . . .
PSA scripts'& Media
. . .'plan
.. ".. .. . . . . ... Paae 2
From: "Patty Helphenstine" <Patricia.Helphenstine2@cms.hhs.gov>

Date: Thu, 29 Jan 2004 l6:50:56 -0500
To: "Kelly Dinicolo" <KDiNicolo@cms.hhs.gov~,"Walter Gutowski"
~sharon@musecordero.com>
Cc: <lisa@cuttingedgesa.com> -
Subject: RE: PSA scripts & Media Plan
Hi,
-Iseethat t&AM Puqrto Rico buy is higher than the FM stations. Muse,
L-- - d w u recommefid this expense for th65umber of TRPs gained in Puerto= "
Rice? Please advise so that I can acquire a decision on this additional -
media. What would out justificatioh tie for the disproportionate cost in
PR?
Thanks,
PattyH
>>> "rla" <rla@cuttingedgesa.com> 01/29/04 04:06PM >>>

Patty,
Attached please find the g e l spreadsheet that shows that campaign

run
- dates. I've added the latest information o n f i e Puerto Rico AM stat~ons
that
MCCBP just forwardedfgday (it 9 separate line item).
Thanks! - . . --.-
Arla
---Original Message----
From: Patty Helphenstin3 [mailto:Patricia.Helphenstine2@cms.hhs.g0v]
Sent: ~ u e s d a ~ : ~ a n u a27,2004
r~ 504 PM
-. . . .
RLa@cuttingedgesg.com
..
-:.
.
,To: Kelly Dinicolo;.-Walter-Gutow6ki~~denise@wttingedgesasacprn;
Cc: lisa@cuttingedgesa.com . -
-
Subject: RE: PSA scripts &Media plan.' -
Hi,
l~am'alsolooking for-the Excel spreadsheet that shows the run dates

for the print, etc... It is basically a media flow chart with colored
boxes, similar to the layout used in the original media proposal. Is
it
possible to get something like that tomorrow/Thursda)/>
Thanks, .
PattyH
' >>> "rla" <rla@cuttingedgesa.com> 01/27/04 05:58PM >>>

Patty,
I. Patty Helphenstine - FW: PSA scripts & Media Plan Paae 3
Attached please find the revised Interim Media Plan. We'll revise and
resend
as soon as we receive Muse's additional plan information.
- Thanks! - .
Arla
--Original Message-
From: Patty Helphenstine [mailto:Patricia.Helphenstine2@cms.hhs.gov]
Sent: Tuesday, January 27,2004 4:43 PM
To: Kelly Dinicolo; Walter Gutowski; denise@cuttingedgesa.com
Cc: lisa@cutt~ngedgesa.com;rla@cuttingedgesa.com
-
Subject: Re: PSA scripts & Media Plan--
Can you provide us with a report now and then add Muse's additional
plan
once CMS approves it. I need it for my clearance packages. Thanks,
PattyH
>>> "denise" <denise@cuttingedgesa.com> 01/27/04 03:43PM >>>

Patty,
Nami reported she will have the :30 PSA scripts to me this afternoon
and l
.,"
*-:.
will forward to you. The : I 0 and :20 live reads she reported they
- will - -
wait
to submit until the :3O,PSA.is.approved.
Also, Muse reportedthe additional media plan (Puerto Rico) will be ---,
submitted on 1/29. Nami reports that the costs are higher than
expected and
they are still negotiating. . .
We owe you a media flow chart, but we were waiting on Muse's addition.
-. c--- .- .. ..Do .- - . . ... . ... - . .- . ~
- -- .
you want what we have now::& can we wait for the addifional
information and -- -
.
-
.
.-
forward on 1/29?
Denise
Phone 210-226-2827
FS%270-226-6827 -
----- End of FoMlarded Message
.--.--
- --
.. ..
-.
National Hispanic Interim Campaign Media Plan

01113104
Radio - Flight dates 212104 - 3/14/04,6 w e e k s

An interview m a v b e ~ o s s i b l ein these cities.
I
WADO-FM, WPAT-FM, WSKQ-
New York
FM h
WAMR-FM, WAQI-FM, WCMQ-
KGBT-AM, KGB?-FM, KKPS

McAllen-Brownsville FM
8,.,
KCOR-FM, KROM-FM, KXTN-
San Antonio ' . ...
FM
WIOA-FNVIOB-FNVSOC-F
Puerto R i w
WZET-FIWXMT-FIWZNT-F
I Total Campaign Cost 1
- -
, 7 - , I
Print - Full P a g e print a d s will run 3 x total from 02102104 through 03/14/04.
La Opinion - Sunday Edition Los Angeles Weekly (Su) I 3

El Nuevo Herald - Sundav EdllibR"' '' - 'AiarnilFt. Lauderdale Weeklv. (Su)
. . 1 3
1' El DiarieLa Prensa
-
I
I New York ---

I
1 Dailv 4
La Voz Hispana New York Peekly(Th) ..... 4.
' San Juan Star International Dailv- 4
I sernana
I
1 Houston
1
I Weekly (Su)
I
I 3
I R o Grande Valley Hispanic Newspaper I Harlingen, Weslaw, Brownsville, & McAllen 1 Daily
..-...-...
-. . - . I La Prensa - Su Edition
'.
I
- 1-SawAntonio , . - .
- .-
.= .
I
I Weekly (Su) I 4
-
Total Campaign Cost 1. . . -.

27
. .
Total cost for all media: $632,154.00.

National Hispanic Interim Campaign Media Plan
01/ I 3/04
Radio - Flight dates 212104 - 3/14/04, 6 weeks
- - - KXOL-FM
New York
WADO-FM, WPAT-FM, WSKQ-
-. .
I
. ... ..
WIOA-FNVIOBFNVSOC-F
Puerto Ria,
WZET-FNVXMT-FNVZNT-F
Total Campaign Cost -
Print - Full P a g e print a d s will run 3 x total from 02102104 through 03114104.
Wundo L.A. - San Fernando Edition Los Angeles Weekly (Th) TI

~a Opinion - Sunday Edition Los Angela Weekly (Su) BF
El Nuevo Herald - Sunday Edition MiamilFt. Lauderdale Weekly (Su) BF
' E, DiarieLa prensa -'""'"""" " "
New York . Daily T/
' La Voz Hispana New York Weekly (Th) T/
' San Juan Star International rDailv . - ~1
Semana Houston Weekly (Su) TI
Rio Grande Valley Hispanic Newspaper
..-
. -
. Harlinaen, Weslaco, Brownsville, & McAllen Daily
BF
Network
' La Prensa - Su Edition San Antonio Weekly (Su) Bf
. : .
Total-CampaignCost- - - .-. .. .a 2
..:.
..
. - .
... . .-. .
Terra I http:llwww.terra.com
YupiMSN 1 http:llvupimsn.com
Hispanic Online I htto:llw.his~aniconline.com
=
-,TatB1Campaign Cost
--
'L*Patty Helphenstine - Media Plan Page 1

To: Patty Helphenstine <Phelphenstine2@cms.hhs.gov>, Kelly Dinicolo
<Kdinicolo@cms.hhs.gov>, Walt Gutowksi <Wgutowski@cms.hhs.gov>
Date: 1113/04 4:52PM
Subject: Media Plan
- c -
Patty,
Attached is the Interim Campaign Media Plan. Please note that the radio for
the lnterim Campaign is under budget at a little less than half what was
previously budgeted. The MCC&P media department had anticipated a rate
increase which did not happen, consequently the ayount is lower and the 600
- TRPs have been reached.

-
.
. .. - . . . . . . . . .
,.-,Also, thi
- ...-~ . --..
lnterne6s;for four months. se-5uringthe four months gave us.a

. .-..for the month of April, we-can submit'--
reduced cost, and if creative changes
without any down time.:
_--.. ._ .
-. .
Please let me know if you have any questions.
Thanks,
Denise
Phone 210-226-2827
Fax 210-226-6827
' ,,-:
CC: LisaWa-~lisa@cuttingedgesa.com>,Arla de Hoyos <rla@cuttingedg

.Takeda ~nami@musecordero.com~,
Gina Cadres ~Gina@musecordero.com>,Alex Perc
.<alex@musecordero.com> - - - .---
.. .-
-
.. .
National Hispanic Interim Campaign ~ e d i a - . ~ l a ~

Revised 1120104
Radio - Flight dates 2/2/04 - 3/14/04
. -
-5.
-
-
.-
.- . .
-
. . .
Print - Full Page print ads will run 5 total from 02/02/04 through 03/31/04
'
El Nuevo Herald - Sunday Edition Miamiff t. Lyderdale Weekly (Su) BRD

' El Diario-La Prensa NewYork Daily TAB
'La Voz Hispana . , . -., .... .,. New York Weekly (Th) TAB . . . . . .. . - ..
' San Juan Star International Dailv TAB I . - I--
-.
El Nuevo Dia _- . - International Daily

-- --
Semana Houston Weekly (Su) -'TAB '
I
RiO Grande Hispanic Newspaper Hadingen, Weslaco, Brownsville, 8 McAllen Daily BRD
..-...-,..
Nptwnrk . I I
La Prensa - Su Edicion I San Antonio I Weekly (Su) I BRI

Total Cam~aianCost
Patty Helphenstine - Revised Media Plan

To: Patty Helphenstine <Phelphenstine2@cms.hhs.gov>
Date: 1120104 4:58PM
Subject: Revised Media Plan
Attached is the revised media plan with information on print and Internet.
The radio has recommendations only as MCC&P has not yet negotiated, but has
recommended an increase. The radio plar ------ --"-':--- -re in the media
planlPowerPoint attachment. The figure of i/ I
em&;-n s is a
portion of the monies left over. CEC used & I , auulrlvAlal j ? ~ ( .sh -
out the media buy. These leftover monie - - I - . .I?leu as L" vG a r e . from
.- . MCC&.P1sMtgtnal
. Jntedm radio budget a t - -. .We are still coming
c. -, -in-a-little'under-in media costs so have leti-ov6 I,,,,, ,,,s for any extra - --. ---
costs. Please call with any questions,. --.- --
.-
Denise .
Cutting Edge Communicatioris, Inc.
Phone 210-226-2827
Fax 210-226-6827
CC: Nami ~a$e& ~nami@musecordero.com~, Gina Cadres <Gina@museco

Arla de Hoyos <rla@cuttingedgesa.com>, Lisa Garza <lisa@cuttingedgesa.com>
.- d
=atty Helphenstine - CMS: Media Page 1
From: Nami Takeda ~nami@m~ibecordero.com~

To: Patty Helphenstine <Patricia.Helphenstine2@cms.hhs.gov>
Date: 1120104 7:OOPM
Subject: CMSi Media
-- Patty,
In response to your comments on media, currently-theofficial media start

date is Monday, Z2. But becauseof the situation in production, the
earliest we could air the spot would be Tuesday, Z3. The stations have
agreed to move the start date by few days, depending on when the spot will
be ready. However, the sooner we let the stations know about the new start
date, the better off we are. If we let them know later than 1/26, we may
run. intb
. probbms,. but we will do our best,... =
* -.--
..
.
-.-.
.
- . .
.
- -.
- --
-.
As for the PSAs, we do not rec6mrrlend to incur costs just for the 8 PSA
spots. Therefore, we will go back and negotiate with the station to obtain
:30-sec PSA'spots instead. .. . .
Regards,
Nami
On 1120104 1:15 PM, "Patty Helphenstine"

<Patricia.Helphenstine2@cms.hhs.gov> wrote:
J
> Hi, k?,
>
- > I havereviewed the timeline and it appearsto be OK. Please note
-
> that the revisions we receive from the department need to be
>followed, and just rev&oniy if%heydon't fit in the time allotted.
>
II understand-that we will incur some extra costs for the time to cast, ----
> but also assume that onceZwehave an answer, the casting will only
> continue for the one spot. (I hope to have that asnwer tomorrow at
> the latest.) .-.
. .
>
> One last confirmation: If we go ahead and buy the media to begin
-. ..--- - * on Z3and then get held up h prbdiidtion, the.-mdio stations-%e
> willing to move our dates by a couple of days; if needed.
> . .
> In term.s of the mp3 files: We have windois Media Player. I am

> unsure what'we can read on that program. Please ask whomever is
> making the files to check to assure the file can run on Windows
> Media Player. And if you want, feel free to send me a test file to see if
can play a mp3 file,,
> I ...F:,
2
>
> Thanks,
> PattyH
>
CC: Kelly Dinicolo <KDiNicolo@cms.hhs.gov~,Denise Herrera-Wieters

<denise@cuttingedgesa.com>, LisaGarza <Lisa@cuttingedgesa.com>, Arla de Hoyos
<rla@cuttingedgesa.com>, Barbara Smith ~barbara@musecordero.com>,Gina Cadres
~gina@musecordero.com~, Ling Fung ~ling@musecordero.com~,Sharon Jones
!HalPhenst~ne - Re: CMS: PSA Dec~sion
, - - - < ,
-- I 1
Page -
-
I

To: Patty Helphenstine ~PHelphenstine2@cms.hhs.gov~
Date: 11124103 3:45PM
Subject: Re: CMS: TV PSA Decision
- Patty,
I've responded to Muse that they always need to ask for added value. We can
ask them to ask for matches. I'll-talk to them further,and I have asked
them to put together a preliminary budget to do both the Rx revisions and fl
the Frutos PSA.
+
- Denise
*
- . - -
Cutting Edge.Communications, Inc.
-Phone 210-226-2327; - ,
-. .-
- . -- ..
. - -
- -
..
. - -. . , -
c' ' F% 210-226-6827

- .--.
. . > . : .--. .
-.
> From: "Patty Helphenstine'! <PHelphenstine2@cms.hhs.gov>
> Date: Mon, 24 Nov 2003 15:24:20 -0500
> To: <denise@cuttingedgesa.corn>
> Cc: <lisa@cuttingedgesa.com>, <rla@cuttingedgesa.corn>
> Subject: Re: FW: CMS: TV PSA Decision
~~~
>
> Hi,
> a.! =?-.
- ...-.
--
.-&-
> At this time. I do not knoa:arn working with Laura on the Preventive
. .
.-
> Benefits PSA and will need to wait to discuss this with Walt. I'll try
> to get an answerldirection this week so that muse can ask for added
...
>.value bonuses in thepgot~,gtia$process. Can we ask for matches far our -. . ...
> paid spot as added value? If so, that is what we would want:
> - . . ---.-
. ," --
...-.-
5. Thanks,
a
-
> PattyH
>
>>>> "denise" ~denise@cuttingedgesa.com>11/24/03 03:09PM >>>
> Patty, A
> ...... ... - .. . . . . ---. --.-

.... .. -. ..r
> 6eloG are questions from Mirse regarding the PSA and added value. They
> are
> asking.about status concerning approval of the Preventive Services PSA,
> and
> also relaying that they have no money for development of a PSA. In my
> earlier e-mail to you I estimated that-boththe Rx revisions and Frutos
> PSA
> w!d.be done at the same time. I will ask Muse to put together a
> preliminary budget to do both, and also ask them to proceed to get
> added
> value as I believe we will either have a preventive services PSA to
> run, or
> the Frutos' PSA.
> --
> Denise
> Cutting Edge Communications, Inc. - --
> Phone 210-226-2827
> Fax 210-226-6827
- ----
I Patty Helphenstine - Re: CMS: TV PSA becision
> ---
> From: Nami Takeda ~nami@musecordero.com~
> Date: Mon, 24 Nov 2003 12:02:54 -0800
> To: Denise Herrera-Wieters cdenise&cuttir~gedgesa.c~m>
> Cc: Arla de Hoyos <rla@cuttingedgesa.com>, Lisa Garza
> cLisa@cuttingedgesa.corn>,Gina Cadres cgina@musecordero.com>
> Subject: CMS: N PSA Decision
>
> Denise,
>
4
> Please see my message in bold below.
--
>> . -.
>> From: "Patty Helphenstine" <PHelphenstine2@cms.hhs.gov>
>> Date: Fri, 21 Nov 2003 09:14:57 -0500
>> To: cdenise@cuttingedgesa.com>, cJana@cuttingedgesa.com>,
>> <Lisa@cuttingedgesa.com>, <RLa@cuttingedgesa.com>,
> cSandy@cuttingedgesa.com>
>> Subject: TV PSA Decision
>> " High Priority "
>>
>> Hi,
>>
- >> CMS has decided not to iursue the TVLPSAs for the 4th Qtr. While
>> we were very excited about the idea, the internal process to get
.>> the PSA approve$-wvLgo_far,beyond the available time to run
>> the spot. What we would like to do is:
>> -
--.
- >> 1 . pursuegetting the ~reve&e Services PSA finalized and

>> approved by t h e ~ e ~ a r t m eton tuse in the future by possibly us
>> later in the campaign and the ROs. Do you know if this will be ready
> to go
> on-air in 1st or 2nd Qtr? We should confirm the availability of the
- --.
-. -.._- .....
> PSA . - . . . . . . - ..... .. -
kx F
?
> spot befor& we start nebofrating added Val&, in case th; ~ O S

> spot . .
> cannot run as a PSA. - .- - - -- -
>>
>> 2. Pursue PSA spots in the negotiation process for the Rx. It is
>> imperative that Muse do everythig they can to run the Rx Fruots
>> spot as the PSA since it has the public awareness message
>*=garding the-Rxlegistlation. In our minds, even though it is paid
>> spot, we are simply purchasing media to guarantee placement
>> of our PSA message. Paid timelspot is not considered as a PSA. It
> must be
> donated time. Thus, in order to run the Rx Frutos spot as a PSA, the
> stations7mustgive us time as added value. But again, the spot must
> be
> modified based on PSA regulations, and we havenat budgeted to develop a
> PSA.
> Please confirm who would be e a i n g the spot to meet the stations0 PSA
> requirements. There is a chance that the station may create a PSA
> version
> for us, but CMS would still need to pay for additional talent fees.
>
>> Thanks for all your hard work in pursuing this added value bonus
>> for TV.It is unfortunate that we can't take advantage of it at this
-- >> time. - -
>>
>> PattyH
>>
>
>
.....--....-.......... .. -. .... . ~
- . .-
........
;tine - Fir\al VNR and CD scripts

............. ....-...--p..--..L -- -
...........-
Page 1
3n1 Patty I-leiphensrme

j: Cuttmg Edge
Dale: -1122104 11:43AM
Subject: F~nalVNR and CD scripts
I undt-rstandthat some minor revisions happened during filming. I was hoping to get a final c y of the
scripts :'or my files. I also have clarification that we.should use the line regarding the rules of ? $600
crsdi;;wkl: .--
i u ~ Puerto
t Fiicg, US territories
. Please let me know when you recieve the Beta from Ketchum. They were forwarding the foo le of the
legislation being signed for the beginning of the VNR: I am also checking on the rest of the cf age, but
assume thaHiIjs just active bene shots.
.... . . . .
-. . ._ _ -
. . . --
.-
. - - . -
.-
....
.-.
. .
5- ~
--
- -
1 also want to discuss the opening and find a name of a r e p d e r h a t betfer remnates with 0
In addition (if there wasn'tenou~hgoihg on...), I would like to discuss a timeline and %y 0th'
maierials foithe VIqR package, so that I can wrap up any lose.ends.on my side and tell lead
release date.
Feel fi-ee to cjve me a call or respond via email.
1-bani-s so much for 2 wonderful job in DC and 1 look forward to talking with you,
Pattyrt
9' .;.
%5
CC: Dinicolo, IWly; Murphy, Erin

Patty Helphenstine - Re: HOT! Paae 2
> VNR: There a couple of changes.

> 1. Remove "last month" in first announcer copy. It should read: "When
> President Bush.signedthe Medicare Prescription Drug Improvement and
> ModernizationAct into law, millions of people who are covered by
> Medicare began asking how it will help them."
.. ...
~ > -- -
> 2.When Dr. Beato spells out 1-800-MEDICARE, wewant a bottom screen
> super of the numeric phone number (1-800-633-4227) to appear. It should
> appear for at least 3 seconds for legibility and on the portions when
> she references the 1-800-MEDICARE number:
>
-
--
- --
> Please send me a revised VNR (2 copies in Baltimore) and 1 copy to
> Katie in DC for final approval. The VNR should als'o launch on 219.I'd
>: like to sea your pitch letter, and I am awaiting a press release from
->---- '>lAO-thatshould a-rivetoday. Can y-lso
-
send methe final Spanish and
> Englsih script that includes these and Dr. Beato's changes'-Whileon - - -----
- -
> set. --
. . .-. .. *. .:- -.
>
> I will also need a listing of.4he places that the VNR and CD are sent
> to.
>
> Media Plan: I need the exact run dates for the print to alert the
> Department and ROs. Need this by COB today if possible. If not possible,
> please let me know when you can supply it.
>
> BudgetslCosts: I am stiW' ryjng to complete the necessary Department
.-
5
> Clearances and need the otlowing information ASAP: Please don't spend a
> lot oftime on this. I just need ballpark earnates to put on the
> clearance forms.
> +,--s<.,: - ..- ....
/
> Internet: Verification of costs - seems high compared to last clearance

*
> package.
. - I may have
But. . underestimated
. - . it last time. --.-
> . . .-
Y
> VNR: Ballpark estimates for - writing, production, distribution,

> shipping.
.-.- . -
>
> PSA radio ads: writing, production, talent, distribution, shipping.
. . - ..- .
.-.,-:.<-. . . .-> - . . . ..
-
. .--.
> CD: writing; produ~tion;di3tributi&, shipphi. . ...
.
>
- > Radio ads: I can't find Muse's estimate, san you resend. I need basic
> costs for writing, production, talent, distribution, shipping.
>
> Campaign Assessment/Recommendations on Media:
> I need to verify the success of our campaign. While we aren't doing
.,.MI assessment like the general market, I need to determine if our
> media buy is the most effective mix for our audience. How can we track .-:-.
> effectiveness of print ads? I'd like to get reports on click-throughs
> for the Internet that we have completed (by month). I'd like to get a
> brief paper that includes your expert recommendation on the best
> allocation of media for our campaign. If we have any
> assessment/validationfigure, that would be helpful to include. I'd like
> to get this in the next two weeks or so; Please let me know what is
> doable. We can discuss this further before you start so that we can
- > determine the best strategy for c3mpletion.
>
- - --
Patty Helphenstme - Re: HOT! Paae 3
> Thanks so much and I'll talk to you at 1.30 pm.

>
> PattyH
-- - --
)m>, Sue
CC: Lisa Garza ~lisa@cuttingedgesa.com>,Arla de Hoyos <rla@cuttingedge:
Renker ~sue@cuttingedgesa.com~
--
Patty helphenstine - Re: Possible filming for Spanish VNR next
- - week
. , Page 1

To: Patty Helphenstine <Patricia.Helphenstine2@cms.hhs.gov>
Date: 1I12/04 4:40PM
Subject: Re: Possible filming for Spanish VNR next week
.- -
-- Fatty,
The total amount budgeted for the VNR i: j-, 4 iich includes the crew,
taping, editing, sound, make-up, iights, insu~a~~r;a;~.r~elson
cc, ,
and mailingldistribution. Out of the entire VNR budget, about b 7
being spent with the production company for the camera, crew, lighting,
teleprompter, make-up, travel, and that includes thcediting. I'm sure
we're going -to--come in under budget overall.
--
-r. T- - B&our justii&ti& for bringing our own &ew was that last time there was -
no crew available in D.C, and no ope from PA0 answered our questions a b o z *- -
what lighting was available, crew, camera, etc., until the very end when it
was decided it would be easier for us to handle. Is that still the case?
Thanks,
Denise
Phone 210-226-2827
Fax 210-226-6827
sJ
,:\
> From: "Patty Helphenstine" ~Patricia.Helphenstine2@cms.hhs.gov>

- > Date-Mon, 12 Jan 2004 16:12:51 -0500 -
> To: <Denise@cuttingedgesa.com>; <Jana@cuttirlgedgesa.com>,
<Lisa@cuttingedgesamrn+, lcRLa@cuttingedgesa.com>, <Sandy@cuttingedgesa.com:
> Subject: Fwd: Re: Possible filming for ~panishVNR next week
.. - . . -. --- -
:a
> Please let me know the total cost and justificatin for bringing in a
> crew for filming the VNR.
> .
> Thanks,
> PattyH
. - - ..- . -- .- -.
,
- -.- - - - -> - - - . . ... .

-- .
,
k 2/64 04:08PM >>> .
>>>>-Kathleen~ z i a 0111
> I can check with the studio once we know - the. time. I'll -ask Winnie
> about the crew. Do you know the cost?
>
>>>> Patty Helphenstine 01112/04 03:43PM >>>
> Hi,
> ..-. .- .
jAs Mike OReilly ischecking on Dr. Beato's schedule, we tenetively have -.-* ,
> a date of 1120 for VNR filming, as possibly CD recording. Last time, the
> VNR was filmed in DC, and I assume it would continue in DC for the new
> VNR; as Dr. Beato is there as well. As this was all handled by PA0 last
> time, would you be willing to reserve the studiolcheck availability for
> next week?
> -
> We are requesting 2 hours of her time for the filming of the VNR, and
- .. > possibly an extra 1 hour to recorda CD, if she is available. In the 2
> hour timeframe, they will preplpractice, prepare for filming and then
> film the VNR. Due to confusion from last time, Cutting Edge has
Patty Helphenstine - Re: Possible filming for Spanish V i \ l ~
next week
. . --.--
> requested to bring in their own crew to prep and film the VNR using the
> DC studlo. I need to know if that is possible and acceptable by the
> studio and PAO.
>
> The actual filming time is TBD and depending on Dr. Beato's schedule,
A > may shift a day or so. - -
> -
> Thanks for your help.
> PattyH
- -
--
CC:
..
.
--
....
-
~
. .. . -.-
.. -
- -.
.....
Lisa Garza <lisa@cuttingedgesa.&m>
- -- -
. .
-. . . . . <-
--
.-
.-
.-
- - .- .
. .
. . . .
---.
:-
..
..
-
-.
,
='atty Helphenstine - CMS: Spanish Materials Update
. - I
-- Page 1
From: Nami Takeda ~nami@musecordero.com>

To: Patty Helphenstine <PHelphenstine2@cms.hhs.gov>
Date: 1/16/04 9:54PM
Subject: CMS: Spanish Materials Update
- Patty,
Thank you for the update on the production and media status. Please see
attached revised Production and Media timelines far the Interim Campaign.
As you requested below, we will start casting without final scripts or spot
approval. We will develop estimates for each script and send it to CEC for
- approval today. Upon receiving signed estimates frob CEC, we will begin
casting, and &t casting
- .confirm if you can
e-mail. If not, we
be sent out to CMS an 1/26. Please
of caKng and final iadio spots via l(m
via FedEx for next day morning
arrival. The recording is'currentiy sktGduled for 1/28 (drop dead date to
- -- -
--
nsC,-. a 7
record) to b a ~ on-air
n from 213. This schedule has been created taking
mto account that files might have to be sent via FedEx instead of e-mail. J.l@fi 1 .I
. ~m
As for the PSA version, we will be developing :10/:20/:30-sec versions.
C * Marisa will prepare the :lO/:20-sec live read scripts upon receiving CMS
comments on the :60-sec scripts next week, and send them to you for
approval. These are scripts only, and will not be recorded.
* The existing :60-sec scripts will be adapted to develop a :30-sec version
upon receiving CMS comrn6pts next week. The :30-sec PSA will be recorded on
fl!
he same day we record :60-sec spot.

* Most stations have agreed to run the added value :60-sec spot as =bonus
spot0 instead of PSA. However, one station in NY requested to review the
scfipts before they detej:nJj~ethi$.,If they decide to run it as a PSA after
reviewing the scripts, we will be required to pay PSA fees to talent in
addition to thesession fees and re-use fees of a regular paid spot. -
--
However, there is no need to develop 2 different versions of the spot. The
same :60-sec spot can be used as paid and PSA spots. The only difference is
that the station will add a line to the PSA version, i.e. This is a public
service announcement....D on their end.
Please feel free to call me if you

,,
have any further questions.=..=,
Regards,
Nami - -
-. . - - --
---- Forwarded Message

From: "Patty Helphenstine" <Patricia.Helphenstine2@cms.hhs.gov>
Date: Fri, 16 Jan 2004 15:53:41 -0500
SubHt: Spanish Materials Update
..,
-.
Hi,
I wanted to provide an update on all the materials currently awaiting

approval.
VNR: The script now mirrors the General market VNR in language and
feel. The Spanish script has more information about the $600 credit and
preventive services. It is currently being translated internally so that
our standarized language is used. We have asked for final approval of
Patty ~elphenstine- CMS: Span~shMaterials Update Page 2
--
the script by today.
CD: The script has been reworked to include some different questions
and an opener to kick off the interview. The basics are the same as
original presented. It is currently being translated. We have asked for
.- final approva! of the script t~day. - -
-
Filming of the VNR and CD: The taping is still scheduled for Wed.,
1/21. 1 have indicated that if we don't receive approval, that there is
a go,od possibility that the filming will need to be postponed. The
scripts are going to Dr. Beato on Tuesday morning for her review and
- comment. I will most likely receive comments Wednesday morning and can
email them to whomever needs them. To prepare, I would have the most
recentscripttedy for teleprompt and then can make last minute
-
-chages; XWe can-do this, right?) .. --.-
-
.- -
-- - .-..-
Radio Scripts: They have been revised to include more information for
low-income benes and some changes in language. I have asked for final
choice and approval of the script today. Once approved, we will most
likely make the changes in the translation, as we have standardized and
cleared language for some of the revisions.
Radio Production: We need to be ready to produce once the scripts are

approved. According to the schedule, we should be receiving casting
options today, but understand if casting hasn't happened. I don't think
Y
we will get any more time f6 oduction, so we need to start casting of
the talent and have them rea y in case either script is chosen. Please
- let me know what the drop dead date is for booking the studio. I assume
that we will get casting tapes by 1/21 for approval the same day? Please
confirm. I will need to aa&along $is information r~ghtaway. I need
to know the guidelines for the PSAs as soon as it is available and a
confirmation on_if you would like us to take a first draft for the added --- -
value live and recorded reads, or if you want to start thls. If we want
to record these the same time, they will also need to go up to the
department for approval. Iwill need these ASAP if you choose to start
.-
them.
+
.
- --.-- Media Plan: We have forwarded theorg~nalplan to the Deparirnent for

approval. If we have left over'funds, we may be able to purchase some of
the additional media outlets recommended by Andres. I appreciate all the
- extra work on researching the-additiorral media recommendations by
Andres, but we deflnitely should not scrap or severly rnodrfy what you
have already done. If extra money is available, we will look at adding
some of that media, but only if the reach is worth the expense. I have
asked for approval of this today, so that the media can be procured for
the-bgginning of the month. In terms of the LOC, once it IS approved, I
will sign the LOC and process it as quickly as possible.
Print ads: These are getting some revisions to add the $600 credit,
etc., but due to the quick turn around for placing media and
mechanicals, they are not being pushed as hard as the others awaiting
approval. They are also awaiting approval, .. _
Internet ads: Same as print - --
Posters: same as print.

Patty Helphenstine - CMS: Spanish Materials Update
I apologize for not having any feedback or approvals yet, but hopefully
that will change very soon. I understand that this process is very
frustrating and I appreciate your patience and open-minds to the changes
and process that lies ahead.
--- .- -
Thanks,
PattyH
- ..
-- End of Forwarded Message
- CC: -
-
- - Denise Herrera-Wieters <denise@cuttingedgesa.com>, Lisa Garza
-- <~isa@c&in~ed~~sa.com>,Arla de HO?& <rla@cuttingedgesa.com>, Gma Cadres
Barbara Smith ~barbara@musecordero.com>,trrrg Fung-
~gina@musecordero.com~,
~ling@musecordero.com~,
Sharon"Jokes ~sharon@musecordero.com>
-- -
I
1 Patty Helphenstine - Preliminary..Thoughts
- . .--. Page-.1

To: Patty Helphenstine ~Phelphenstine2@cms.hhs.gov~;LisaGarza
<lisa@cuttingedgesa.com>,Arla de Hoyos <rla@cuttingedgesa.com>
Date: 12116/03 11:06AM
Subject: Preliminary Thoughts
- .-
.-
Patty,
As per our discussion, I have eirt with Lisa and Arla and we would like to
discuss the following with you. Also, our weekly status meeting with Muse
is this afternoon at 3:30 CST, and we will also brainstorm with them.
-5 I.
...Here - ...
. are preliminary thoughts:
. --.- .. . --
-: adid id^^ --8 6 lotalking points focusing on the drug plan to let people
. -
~. .
0 ..
.---..
,.. .- &-. .-
know that their original Medicare Plan stays the same, but nowhas an-adde'a-' ..- ..
... . . .
.-.--
benefit, give them a timeline of sods (when they can get a drug card, when . ~ . .-- .
they should call to find out if they are eligible to save $600, etc.,), and-
provide any details on the Rx plan.
€ Radio PSAs - :30 and :60 spots that assure people their original Medicare
plan doesn't change except that now they will have a drug plan, and let them
know that beginning in AprillMay they can enroll, or find out if eligible
for $600 in savir;lgs.
€Earned Media - RegiodzQutreach to radio, tv and print with CMS

Spanish-language s p o k e s ~ s o n from
s the regions.
- -
These are just preliminary thoughts -- the same we discussed on the phone,
but I wanted to put t h e w ~ i h for
g discussion and flesh out a bit. I
have a short meeting in the next hour, but will be here the rest of the day,
.and 1 have the scheduled.phonecall with Muse. -- -
Thanks,
Denise
Cutting Edge Communi5ations, Inc.
Phone 210-226-2827
.. ... ---- .-.
Patty
..........--....
-.
Helphenstine.Two-Minute
.
Interriew Draft Copy
- - .- .........
Page 1

To: Cutting Edge
Date: : 5126104 11:05AM
Subject: Two-Minute Interview Draft Copy
Based off of limitations with the length of the pre-recorded radio interview, I need to get your view and
recommendation. Please find the draft questions we are proposing for the content. The folio lg needs
your inputlrecommendation:
- 1. We need an intro to mention DHHS. What resonates best with our audience? I have two as on this:
- --- -
-
a. I'm (Interviewer name). Joining me today is MarisMartinez from the Department of Healtl
Services tohelp. explain the new Medicare d r u card.--
drug card.
~
---bfi-Mar~aMartmez1rom.theDepartm'eAt
. .
~
of Health &Human Services to help explain the
.... - -- -.-- - . .-
(option b eliminates the need to have an interviewer and allows more time to exp\airi%e.be
-
Human
Kt.) -I - .
. ... ..
2. Will the current draft and the intro fit into the 2-minute segment? ~ e c a u s ethisis confusin we will need
need a
to talk slowly so that it is fully understood. If it won't fit, about how much should we cut? .,r\ho>
It may be helpful to begin trnalsating this to see how we fare, but if you can readily say that 8too much
copy, we will try to reduce first. Please let me know the soonest we can have your recommf ations. I am
trying to expedite this as time is running out on our campaign and we need time to produce ! interview.
. . .. - .---.
..-
Thanks, -4 -
PattyH
.- -
CC: Gordon
.#<- .-,L -
...... Gutowski, Walter; Zalusky, Erin
Erin;
From: Debra Hoffman
To: 0GIYLaporte.MirneOut.MlME
Date: 2/13/03 8:53AM
Subject: RE: LRFP 03-002 UNDER CMS CONSUMER RESEARCH & COMMUNICATIONS
- CONTRACTS -
0
Correct.
>>> "Laporte, Yolan" < ~ o l a n . ~ a ~ ~ r t e @ o ~ i l v ~ ~02/12/03

r . c o r n 06:36PM
> >>>
Thanks Debb~e- appears like this is a "normal" competition -- not via the GSA schedule -- cqrrect?
- ---
--
-
F r o r n ; ~ e b r ~ ~ o f f m a~mailto:DHoffman2@cms.hhs.qov~
---
n
Sent: Wdnes'day;February 12, 2003 2:4CJPM
To: adickins@aed.ora; hfabiano@aed.orq; istrand@aed.orq;
-.
..
iwardrep@gciqrou~.com;Iwoodwod~qciqroup.com;nrnurnrna@aciaroup.co~; . -:?:I- :-
t~etrosini@ocisroup.corn;tpierce@qci~rou~.corn;
ieffrev.mullins@ketchum.com; kimberlv.aduss@ketchum.com;- -
monica.marshall@ketchum.corn; sandv.~rintz@ketchum.com;Gillman, Margo;
Beall, Tom; Laporte, Yolan
Subject: LRFP-03-002 UNDER CMS CONSUMER RESEARCH &
COMMUNICATIONSCONTRACTS
- --
. . . . . ..
Forwarding the subject sokciQtion entitled "Medicare National Multi-Media and Education car/-tpaignfor
.-.-
2003" for your consideration?-fhiscampaign is very important to the Agency and therefore. we are
. offering-the CRC contractors the opportunity to compete for this work. The subcontractors you assemble
will be a significant consideration in our evahation of your proposed team. You may contact Debra
Moffman at (410) 786-051
.qc-.-.,. 7 or-..dhoffman2@cms.hhs.~ov
... for a referral of successful subcontractors in the
past two campaigns. - . . . . . -- .
iim/ted written Proposals ire-due'by 2:00 PM on Tuesday, March 4, 2003- Oral presentatiorls wdl be
I .
scheduled the week of March 10th. Please provide your BIDINO BID decision to Deb?-a Hoffikin w'
Tuesday, February 18th. At that time, you will also be scheduled for your oral presentation ddte. Award is
anticipated by mid-April 2003
-. ---- . - ..- .Questions may be directed.to the.Coniract Specialist, Debra_Hoffman(dhoffman2@cms,hk!

410-786-0517) or thecontram-ng Officer, ~ a r y 3 o n e s(mionesl@cms.hhs.rrov~~r
410:786;!
..
. . -- .... .-....... ........... -- .. ,... .... .. - ...
r-
: Mary Jones .-'~wa;d
.'
r;Jdtice u n d e r C ~
..-.---u...
....
,,- ......
L . - . ~ -
. . .........
.. . .,"p"~i- - ........... Page 1
., ....
1
i
._I
-
From: Mary Jones

To: CRC Contractors
Date: 5120103 11:08AM
Subject: Award Notice under CMS CRC Contracts
Please be advised that LRFP 03-0002entitled "Medicare National Multi-Media and ~ d u c a t i mCampaign
for 2003'' has been awarded to Ketchum for $22,000~000.Three proposals were recewed.1
Questions may be dlrected to ~ e b r aHoffman (DHoffman2@cms.hhs.gov) on 410-786-0517 or Mary

Jones (MJonesl@cms.hhs.gov) on 41 0-786-5163.
. ... -
~.
. -
:cc::- :
...
' - _.. -
Bmso". Rodney; Gutowski. ~ a i t i x ; .Helphenstine, Patty; ~ b d ~ e,Edward:
s. Hoffman,
.
I,
?--' Debra; McMullan, Michael; . ~ c ~ h i l l i ~ s ; ' ~ eReilly,
~ i n aThomas
; .- -- . . .
. ___...
1 ..- ..- - . . d
. . . . -. : .- .-- --li -- . I
.-,. ..-;. .- .
. .,
'. . I - -..
CMS Task Order #14
Medicare National Multi-Media and Education Campaign for 2003
Friday, May 23,2003

11:15am
.. - -
- AGENDA
Expected Attendees
Michael McMullan, CMS Monica.Marshall, Ketchum
Rob Sweezy, CMS Kim Aduss, Ketchum
Jennie McGihon, CMS
- Tam Reilly, CMS
-- - -- - Liz Gordstein, CMS
Patty Helphenstine, CMS

Walt Gutowski, CMS
Kelly DiNicolo, CMS
Mary Jones, CMS
Debbie Hoffman, CMS
1. Welcome an;a'lntroductions
- -. -
II. Project Overview and Timeline
Discuss&ampargn guiding principles and goals - . . . .... .
. ..
Review revised timeline
- , . --.-
.. .- /
Research
Review three steps of the research process
Answerque-stions regarding any of the research methods
-<
- - .-. . .- . . . . - .. . .
Creative .-
.......;A.
.-
Discuss suggestions or concerns regarding creative

Discuss creative-meetingwith Administrator and
~ k d i Plan
a and Placement
Discuss direction of media plan and lessons learned from previous campaigns
Discuss senior efficient option versus national option
Review milestones in timeline - :.--a
Determine plan delivery date
13
<: ..
;I l.
c;: -
..< !~:Lrat!~c
,;.,,cr:l. ~
-- ..., . . . ... ., , .
..,. . .... . ,. .:, ,.:., 7 ,: , ..., ,;. : . ?lanlcampaign plan format and delivery
,
,
KCJ pefwn~c(
j.1
L,s;.!.,rx w,ai . . j reporting-structure and templates (technical and cost)
Schedule regular team meetings
- --
Call-in Information: 1:"; , .

Participant Code: ,:,7'
. .
Center for Medicaid and Medicare Services

Acquisition & Grants Group
Attn: Ms. Mary Jones .
- -7500-Security Boulevard -
,--
. .. - -. - - - . -.
1- --:~g;lii&%e;m-21244-1850 '--.
. .. . .~ .
. . - . - .-
Subject: Request for a No-Costs-Extension to Task Order No. 0015

Ketchurn
2000 L Street NW Suite 300
Reference: Contract Number No. 500-0 1-0002 Washinaton DC 20036
T: 202 835 8800
F: 202 835 8879
wwwketchurn corn - --- :-
f , r
Dear Ms. Jones: \=. -4
Otfices in:
- - North America - -
- ~ n ~ c o m ~ l iwith ~ referenced contract, Ketchum, Inc. hereby requests a 7
a n cthe Europe
Costs-Extension-&tth~ sjhject Task Order from the current completion date c Asla Pacific
- -..
Latm ~ r n e r i c a -
August 29, 2003 to a revised completion date of December 31, 2003. This Nl " '
- - . is necessary to allow time-tocomplete the publication for testiag.

- -
Thank you for your
--
attention
-
to and consideration of this request.
If you shduld have any questions, please contact me at (202) 835-9426.

-. -_--- - - - - .
-
. ..
., .- - - -
-- - - --
sincerely,
. .
f >
~.-.
- - -
.
.
-
.
-
.
.
Sandy Pr-intz
- 'VP/Contracts Manager
*
--- - - -- - - . ----..
- .. . . .. . . ...
I Juanita Wilsori - RE: Ketc'

P
m ~ . ..
7 TO 15. - . ~
~ - ~ - . .~ .-. - ..-. -- . .
Page 1
From: Kate Heinrich

To: Sandy, Prink,; Schaub-Rimel, Alissa
Date: 9/4/03 3:06PM
Subject: RE: Ketchum TO 15
- Sandy,
, .
I will be coordinating the CRCC-invoices whik I: v and have
started to take a look at some of the invoices. .
I am a bit confused at the columns to the latest invoice. Last month, your hours (10) were ~mulative,
and this month (2.25), they only show the time you have spent during July. 1 believe that gi s you 12.25
-
hours which is .25 hours over the 12 hours total that was budgeted.
Also, it appears that last month's invoice charged for your cumulative hours and.not the 1 5 hat were
.spent. durms-fhatmonth.
.. .. -
- ---
- -
7 - -- - - I
I am also confused as-to wh) - , as a negative one hour balance in her balance cdur
As this seems fairly complicated, I can be reached at 410-786.3284 to discuss. Thanks!

Kate
>>> "Prink, Sandy" <Sandy.Printz@ketchum.com>08/07/03 08:52AM >>>

This is c-----+ I have spent ten hours to date on this task order. Preparinglnegotiating thc 3s k orders
betweer r q and Ketchurn: working with Ketchum staff and with CMS contract st; on the
..
request iv, ,, ..- - ...: extension and working on the invoice. I realize, once I use the 12 h rs, I w~llnot .-.-2
be able to charge any more time to the is task order.

\= .
If you need additional information, please let me know.

- . . A
f r o m : Al~ssaSchaub-Rimel~maiito:ASchaubrimel@cms.hhs.gov~-- - . .*
Sent: Wednesday, August-06,2003 4:49 PM
To: Prink, Sandy
Cc. Julie Franklin; Juaruta Wilson; Kate Heinrich
Subject: Ketchum TO 15
We had a question about your77o~urs.on~in_voice # 2 for this TO.

Specifically, the invoice says, if we are understanding this correctly,
that you have 12 budgeted hours and have used 10 already. Is this right
or are we looking at this the wrong way? Thanks.
CC: Franklin, Julie; Wilson, Juanita

Description: .' 'e:
\
:, i
'J i '
"Consumer Research on CMS Communications Materials: '1
;.
r '
Ketchurn, Inc. Billing Date: 9/9/2003
2000 L Street, N& Billing Period: 71112003
Suite 300 713112003 I
Washington, DC 20036 Contract Number: 500-01-00021- T. 0 . 0015
POP: 05116/03 - 08/29/03
I
, Invoice No.: 3
'dnv #I Inv #2 Inv #3
Expended
Balance Hours May-03 Jun-03 Jul-03
7-.--- ...........-... -.... ............. --.- ........... . . . . . -. .........
/ Juanita
- - Wilson - RE. Task 11'up.' . . . . . . . . Page ;
pup- ~p
-
......... - ..........-.--
From: "Aduss, Kimberly" ~Kimberly.Aduss@ketchum.com~

To: "Julie Franklin" ~,~~ranklin@cms.hhs~~ov>
Date: 4/3/03 5:l4PM
Subject: RE: Task I 1 update
- All sounds great! -- .-
With regards to your question on the phone about turn around time - if the SOW is fairly cific and the
contracts folks are OK with this approach, we can just submit a budget responding to wh j in the SOW,
rather than submitting a full written proposal (we will also send accompanyng clarificatio~ In
assumptions we made in preparing the budget like testing locations, etc.). In that format 3 will be able
to provide a response within a week (5 business &ys). If we need to submit a full writter oposal we
probably need
-.
closer to 10-14 days. ..
.. - .-
. . . . . . ... . .
... -. -.-.- .
-
A
.
L
- -*t'me know if you need anything elsK- . . -
... . - . :._
From: Julie Franklin [mailto:JFranklin@cms.hhs.gov]
Sent: Thursday, April 03, 2003 4:14 PM
To: Aduss, Kimberly
Cc: Beth Simon; Christopher Koepke; Kate Heinrich; Susan Hollman
Subject: Re: Task 11 update.. a
'
-+-..
Kim,
.- -
We should remove the standing Tuesday call from our schedules. We do have some
comments on the ta'phW-but-theycan wait. Let's schedule a call for the week of
April 21st. Maybe the 24th? We can discuss the final .and give you an update on
our internatprogress with.- the model.
.... ---. - .. .-
It has hecome clear, however, that we will need a PPT presentation that gives
an overview of the entire project. It's very likely that we will have to give
this presentafjon several times.
-. -:---. .....
Yolj'll notice-thaf I've'atiacbed theSOW for:the Logical Fafow-on that we' ....
discussed this morning. I had a terrible time finding an opening for all of us.''
Looks like Wednesday at _?-or2pm_w~ulcj work. Let me know.
Thanks
Julie
, ..???.!'Aduss, Kimberly" ~Kimberly.Aduss@ketchum.com~ 04/03/03 08:34AM >>>

I just wanted to let you know I've spoken to Kelly and Jack over the past
couple of days. We are more than happy to keep the Tuesday weekly calls on oui-"
schedules if you all have information you need.to review with us, but I think
from our standpoint, the team doesn't feel the need to have a call until after
the draft7inal report is turned in (April 18th).
However, if you all have any'concerns-about the findings or any other input to
the report, please let us know via e-mail or phone and we'll be sure to take
that into account when developing the draft report.
Let me know if you need anything else or would like to continue to have the
.))8j.. ............. .......... <.. .. . - . . . . .
~ ~ ~ n i t a ~- LRFP -
1
"
.
l s o 03-003
n (k L
. . . . . . . . . . . . . .
. ., . . . . . . . . . . ....... -...... , ......
Page 1
From: Juanita Wilson

To: internet: kimberly.aduss@ketchum.com; Internet: sandy.printz@ketch
Date: 4116/03 9:52AM
Subject: LRFP 03-003 (Follow-On to TO #8)
Forwarding the subject solicitation entitled "Notices-andPublications" for your considerati . Your
proposal is due by 12:OO PM on Wednesday, April 23,2003.
Questions may be directed to the Contract Specialist, Juanita Wilson (jwilson@cms.hhs.!

410-786-5538) or the Contracting Officer, Mary Jones (mionesl@cms.hhs.qov or 410-7€
-:- CC: - Franklin, Julie; Jones, Mary; Schaub-Rimel, Alissa

... - . . ,.. . . -
..
. .-
. .-
- -
-.-..--~.
_- ._ _ - - - - -
...
-
RS FOR M E D I C A R E . ~ F I ~
SERVICES (ChlSI
7500 Sec -it? Boulevard

Baltirnc ,, MD 21244-1850
-- - -
To: Ketchum Public Relations * April 1

ATTN: Ms. Sandy-Printz
2000 L Street, N.W.
Suite 300
Washington, D.C. 20036 t
a
-
7-
subject:-
-- -it&er~eque;t For ProposatNumber 03-003 Under The Centers for Medic
o n (CRI
Medicaid Services (CMS) Consumer Research a d C o ~ r r i : c a t i -- s
Umbrella Contract ~ K b e 500-0
r 1-0002
. .
Dear Ms. Printz:
You are invited to submit a proposal in response to this Letter Request For Proposal I ,RFP)
Number 03-003 for a proposed follow on task order under the subject contract. The I ecific
work to be performed under this task order is a continuation of effort to conduct con? mer . .. - --
-
.
research on the consumef~eactionand understanding of three notices and two public Ions. -.-
The Government anticipates award of a Cost Plus Fixed Fee (CPFF) task order for th
-
statement of work. The anticipated peridd of performance for the entire task order is
-
months from the date of contract
...' award. Your response must be in accordance with 1
+
requirements set fofih in Section G.2 entitled "Task Order Proposals (IDIQ)" of the r
contract and &is correspondence.
You are requested to provide a hard copy (original and 2 copies) of your technical an business
proposal. The followin~~sh~ould be included:
1 . Technical Understandinp and Approach

--- - - - -
Present a clear understanding of the nature of the work being undertaken and iefly
explain the proposed approach or method. You must demonstrate an underst: ding of
the statement of work and awareness of task order objectives and activities re1 [ired.
.--' Provide a milestone schedule that maps out your plan for accomplishing the
deliverables, with dates for the government to consider for task order award p poses.
2. Personnel Oualifications (As Attachment; Not Counted Towards Page Li

- -
(a) A staffing plan must be provided. Your prbposal must demonstrate your dity to
provide technical staff who are trained, skilled and experienced to perfon all
aspects of the scope ofwork.
(b) Resumes of all Key Personnel shall be provided. Resumes shall be a ma>; num of
(2) pages single-sided.
3. Business ~roposar(No Page Limit)
Your business proposal shall set forth your proposed price based on a CPFF b8sis.
Categories and amounts for labor, materials, travel, computer time, overhead 2 ~dother
direct costs are required. Your business proposal shall segregate costs for eacl Subtask.
as well as providing a table, which reflects a comprehensive view of total cost
associated with all subtasks. Costs associated with the Optional Consumer Tc ting
- should be included in the budget-with a separate breakdown.
The estimated direct labor dollars (broken out by hours and rates) for each ind ~idual.
assigned to/proposed for the task order. The hours and rates shall be approprii :e for the
labor category/position title of each individual proposed. Detailed costs for ar /
proposed subcontractors shall also be prwided, if applicable.
- - -
-
,-- - ,.
- -
~ i o ~ o s e d l r a(if
~ eapplicablefiihall
l be broken out into number of trips, numb~
travelers and dyration ofpip (including transit time)-for each deztinatiw. cos
shall be shown for all items including commercial transportation, daily per die n rates, .' . .
.
- ..--.
-. -
personal mileage, daily care rental, etc.
An explanation and basis shall be provided for each item of "Other Direct Cos
proposed such as materials, reproduction costs, etc. Also include any assumpt ons that
were made in preparing the business proposal.
4. Past ~erformanc&is Attachment: Not Counted Towards Pace Limit)

: .-
Provide a list of three (3) references for similar services within the past 5 year that can
address your cawilitieg for this task order: -. . .. .. . - .. . -- ...
-. :
- Project Title -
- .- --.-
.. .* ..- .- .-- -
~ n e ~f e s c n ~ t i o n
Company
Contract- umber
*
Point of Contact/Name/Phone
. . . . ..- . .. .
Number
.
.* _
;.
..
--/
.-
- ~ & o dof ~ e r f o r h a i c e . .-.... .- .
Contract b mount .. .
--- - ~- - - -
NOTE: It is acceptableto provide more than three references in order to accc int for
significant subcontractors that may be on your team.
~ o u ~ r o ~ owiIl
s a be
l evaluated based on the technical and business information you wbmi t in
response to the above as well as your past performance in performing the s&%r sin ilar type
tasks. Additionally, we will perform a cost realism analysis on your proposal to dete nine what
the Government should realistically expect to pay for the proposed effort, your under tanding of
the work &d your ability to perform the task order.
.. -
Your proposal is due by 12:00 P.M.

- -~
EDT on Wednesday, April 23 2003 to the folh wing
address:
A m : Ms. Juanita Wilson, Contract Specialist
Mailstop: C2-2 1- 15
Baltimore, MD 2 1244-1 850
The LRFP does not commit the Government to pay any cost for the preparation and submission
of a proposal. In addition, the Contracting Officer is the only individual who can le ally
commit the Government to the expenditures of public finds in connection with the roposed
procurement.
If you have any questions, please contact Juanita Wilson at (410) 786-5538 or the unt
- - -
on (41 0) 786-5 163.
- .-
. Sincerely,
.c
M-gy E. Jones
Contracting Officer - ---
.. . -l...-
-- ..* .--: ,
.I,
- ,
. - -- .
y -.- .- . .
Attachment-:
Statement of Work (7 pages)
Consumer Research on CMS Communications Materials:
Notices and Publications
STATEMENT OF WORK
I. Purpose
- .
. . .. -
--
..
-
- - .
*
The p u g m e of this Logical Follow-on is to obtain professional technical services to conduct
iesearchon c6niurner reaction andunderstanding of.three n o t i ~ e s ~ qtwo d additArial
the Explgnation ofDischarge Notice and the Advance Notice to Medicare ~ent$c(iaries. The .
-.-
..-
publications. The fhree.nbticerto be tested are as follows: the M+C ~ d v a c e - ~ & h a r &Notice.
.- --
.
. ,
--...
.
-. .- -
two publications to be tested are: Enrolling in ~ e d i c a r Part
e B and Medicare and Foreign
Travel.
11. Background 1
As CMS programs b e t p e more complex and, very likely, more difficult for people with
Medicare to understand, there is a need to create meaningful and clear program rnkterials. It is .
- necessary, therefore, for CMS to conduct consumer testing to improve its effectiviness as a
communication device to beneficiaries. The purpose of this Logical Follow-on is to support
-* - - .-. -<*
CMS in carrying out consumer testing of five documents, the first three of which are notices: the
M+C Advance Discharge Notice, the Explanation of DischargaWotice, Advance Aotice to
Medicare Beneficiaries. - I--
Three Notices: -
*
- --- - The standardized-M+C Advance Noticewill advise M+C enrollees of their rgdischgge ..
from a skilled nursing facility (SNF), home health agency (HHA) or
- rehabilitation facility (COW) and will provide information to
the discharge determination through an independent review process. The notice alsI will inform
I
enrollees of any potential financial liability if they lose their appeal. Providers of tf :above
. .
mentioned services will distribute this general notice at the appropriate time.
.. .:..7..: - - -
The second notice will be delivered to M+C enrollees who are disputing their term lation of
services. It will provide specific and detailed information about any applicable M-i 2 organization
polici,es, benefits, as well as applicable ~ e d i c a r regulations
e used to make the disc arge decision.
This notice will be distributed by M+C organizations upon notification by the QIO .hat an appeal
is filed by an enrollee in provider settings. ..
The third notice will inform Medicare fee-for-service beneficiaries of im~endinr7
- a 1 -
dischargeltermination of their provider services and how to obtain an expedited initial

determination from a QIO on whether provider services should end.
-
Two Publicatiorzs:
The remaining two documents to be tested are publications: Enrolling in ~ e d i c de P a n B. a

publication containing information for those about to enroll in Medicare Part B and Medicare r
and Foreign Travel,.a publication outlining Medicare coverage for beneficiaries #eceivine health
care outside of the United States.
.
The Enrolling in Medicare Part B publication gives people informatiori they
- -
.-
--_
..- - enrol~ingin
-.a t h e ~ e d i c a r eprogram? C M S developed this publication-..- in .
. -
asked questions on www,medicare.gov related to Specif& ~ e d i c a r e
.-,
publication provides general Medicare information and details on Medicare's different
enrollment periods. It %so gives information about enrolling in Medicare for peoble with
specific situations including those who are currently employed, are under age 65
disability, have End-Stage Renal Disease or have retiree health coverage.
Medicare & Foreign Travel is a fact sheet that provides Medicare beneficiaries with information
about Medicare's coverage of health care services and supplies when they travel dutside the U.S.
The fact sheet details .what type of services and supplies Medicare covers during have1 abroad.
\-
-
111. Specific Tasks Under the Logical Follow-on
. ..'
d < - . -4.. d &
,
Round 1 ---Consumer,Testinr of three notices: M+C Advance Discharpe ~ o t i c ethe ,

Explanation o f Dkcharee Notice, the Advance Notice to MedicareBene-Kciaries;
and two publications: Enrolling in Medicare Part B and ~ e d i c a r and
e Foreign
Travel .-
-. -.- - . - - . . - . .-
,,
,- -. .. , - . -.
. - -
,_. _ -I-?*-. i -,
1) Scope
The contractor shall provide technical
- .- - services for conducting cognitjive testing on
.-
the &lanation of Discharge Notice and theI Advance

.- .
the M+C Advance ~ i s c h a r Notice,
~e
Notice to Medicare Beneficiarier. Further, the contractor may, to the extent applilable, use the
same screeners used for the original work done under t h s task order for the ~ e n e J i c - .
Practitiorer 's Notice. I

...i-.. -
.-, -
A.) The M+CAdvance Discharge Notice will be no more than one page (front md back) in
length. The target audience is M+C enrollees and their authorized representatives. The goal of
t h s notice is to advise the target audience about their impending discharge from S' JF, HHA or
CORF services to enable them to challenge the discharge determination through ar independent
review process. The notice is distributed by providers in SNF, HHA and CORF sei tings.
Testing of the M+C Advance Discharge Notice should address the following
I
Do enrollees perform the calculation required to understand that their discharge will
occur two-days later than the date on the notice?
Can M+C enrollees easilyread the type and font size of the notice?
Do enrollees understand that the notice advises them about their impending discharge
fiom SNF,HHA or CORF services to enable them to appeal the discharge determination
by contacting the @o?
a~
Do enrollees understand that the notice tells them how to get more inform tion fiom the
M+C organization about their dischar-e?
If enrollees do not understand what isbeing communicated in the notice, qhat do they
G h k is beingconveyed? ,- .. - .
How do enrollees-reactto the process for receiving the notice?. .. :

-
--.- C
.
How likelyaie ehollees'to follow through with the instructions to Fit-the'

Discharge Notice? .. .
- . -=L
x p l--~ a t i o n . o f
How likely are enrollees to appeal the impending discharge to the QIO?
Do enrollees understand that they must call the QIO to start the appeals process?
Do enrollees understand the risk of financial liability of pursuing a QIO appeal?
Would enrollees suggest re-naming the Advance Notice?
B.) The Explanatiapsgf Discharge Notice (Specific Notice) will be no more t h k one page
(front and back) in lengih. The target audience is M+C enrollees and their authorihed .
- representatives who have appealed their discharge to the QIO. The goal of this ndice is to
advise the target audience about any applicable M+C organization policies, benefits. as well as
applicable MediciiFf$giilzitTons used to make the specific discharge decision in thkir case:-
. -~.
:. --.-
d
Testing o i b e ~ . x ~ l a n %ofnDischarge Notice shduld address the followirrg que ,ionsr=
Can MedicarpcChoice enrollees easily read the type and font size of the specific notice? .
. .I
Do ewollees understand that the specific notice provides detail about th@rimpending
discharge--from.-SNF;-HHAor CORF services?-:- -- . - -.
If enrollees do nzt-understand what is being communicated in.the spkcific hotice, w&t do
~
they think is being conveyed?- - -

Ho.w do enrollees react to the process for receiving the specific notice?
Who do the enrollees identify as issuing the specific notice to them?
How likely are they to discontinue services after receiving the discharge notice?.. '
Do enrollees want to receive information about the next steps to pursue reconsideration
of the QIO decision? .:--... .
How likely are enrollees to pursue next steps in the appeals process?
Do enrollees understand the financial liability that could accrue as a result of pursuing the
appeal beyond the initial decision?
Would enrollees suggest renaming the detailed Specific Notice?
C.) The Advance Notice tofee$or-Service Beneficiaries will be no more than two pages in
length. The target audience is Medicare fee-for-service beneficiaries and their authorized
3
representatives. The goal of this notice is to advise the target audience about the Cxpedited Q10
process. This notice will apply to beneficiaries facing termination of their HHA dervices or
discharge from a SNF or CORF.
Testing of the Advance Notice should

- - address the following questions:
Can Medicare fee-for-service beneficiaries read the Advance Notice?
Do beneficiaries understand that the advance notice advises them about the expedited
QIO process?
Do beneficiaries understand why they are receiving the notice?
- --
~ ..
I
----
.
. .~
.
If beneficiaries do not understand whzt is being communicated in the
-
-... -- .what do they think is being.wnveyed?V-
HOGdo beneficiaries.react ib the process for receiving the advance
Do beneficiaries-undermndhow to appeal their
. .
. .
. ...
Db beneficiaries understand their financial

Is there anythingthat would preclude a
D.) The publication Enrolling in Medicare Part B is a booklet that is approximately 44 pages.
The goal of the publication is to provide Medicare Part B enrollment information t i people who
will soon meet eligibility criteria. The target audience will include people who:
are under 65 bAt*%ho will soon retire;

- .
. are over 65 and did not enroll iA Medicare during their initial enrollment period because
they or a spouse were working;
have End-Stagt!-RenafDisease;
are under 65 and have a disability ihd --- -
-ir
are covered under a retiree health plan.
This publication will b_e distributed by the CMS Call Center to Medicare beneficiaries on
1
I - =
request. Coggitive testing of t h s document should address the following questio-ns:,

A. ..
. - - ., . - ...~- .Z
--.-. .- -
. . - -.
. ~.:
.
. .
.L
Does the bb;oklet dlearly communicate how-and when to enroll in ~ e d i c a r eart B?
Does the format make it essyifar participants to follow and understand inforhation?
. .
~ -6
.- .
Howdo participants navigate the booklet? Where do they turn first when asked to find
information?
If participants do not understand what is being communicated in the booklet, what'do
. .-.. -..: - they think is being conveyed?
3.-
_ - ..
Do people know whom to call if they need more information?
E.) .Medicare & Foreign Travel is a four-page fact sheet. The goal of the publicstion is to
provide Medicare beneficiaries with information about Medicare's coverage of health care
services and supplies when they travel outside the U.S.
--
The intended audience is Medicare beneficiaries who need information about foreign' travel. The
fact sheet discusses coverage iis& applicable to all Medicare beneficiaries with par/ B.
I
The fact sheet will be distributed through the CMS Call Center to Medicare bene ciaries on
request. Cognitive testing of this fact sheet should address the following questior
-- Does the fact sheet c l e a r l y c ~ u n i c a t Medicare's

e policy on foreign tra :1 coverage?
Does the format make it easy for participants to follow and understand in rmation?
If participants do nat understand what is being communicated in the fact ! eet. what do
they thnk is being conveyed?
Do people with Medicare know whom to call if they need more informati
-
How effectively does the title communicate what the fact sheet is about?
---
.-
. .
---
-- Round-2
-
- Optional~Consumer
- .
Testing
. .
., -'.
. -- " -. - -L - .
This testing shall occur only if'CMS exercises the option based on the results of I
The focus of this research is to test significant changes to the document andlor f i ~
findings from Round 1.
At least 12 interviews should be conducted for M+C testing, and an additional 1; nterviews for
Fee For Service (FFS) testing.
Deliverables
The Contractor shall ~ e r f o r mthe following activities:
\->
Hold a kickoff meeting (Deliverable # l . 1, #1.2) with CMS staff from Be* ficiaj
Education and Assessment Group (BEAG) to discuss project parameters nd work plan
development+T-he emtractor shall work cooperatively and collaborative1 with thekey . . .-
CMS GTL (Government Team ~ e a d e r )Project

, Officer, other CMS divis ns and groups,
--- -
as aesignated by CMS. . ,- ,
Establish weekly conference calls or meetings with the GTL to identify a I review the
status of each part of the work, potential problems, issues that need to be solved,
#1.3). -
a.
- t may be requh 1 (Deliverable
schedule for m-eetingdue dates, and a d d i t i o ~- l-s u p p o rthat
-* -
- -. -
. -. . .. .-.
Develop and submit a work plan with a more detailed timeline (Deliveral :#1.4). The
work plan shall include tasks necessary to complete the project. The pro] sed work plan
and detailed timeline must be reviewed and approved by the GTL.
submit ali findings in Microsoft Office 2000, and/or Powerpoint 200,0, a! well as in hard
COPY.
4 communications analysis should be conducted on publication(s). Resu

recommendations should be submitted to the GTL for review and approv
conference call should be scheduled with the GTL and appropriate CMS stbff to review
the communications analysis
--
(Deliverable # 1 3.
Determine the number of locations, and individuals at each location, to be interviewed.
The GTL shall approve the variables (e.g., race, age, geographx location. level of
education, relationshp to individuals receiving health services. etc.) used to select people
with Medicare or other participantslinterviewees. The Contractor shall delvelopand
submit a proposed screener for Round 1 and, if applicable, Round 2 to be used to select
intervieweeslparticipants (Deliverables # 1.6). All screeners, protocols. reborts. and
presentations shall be submitted in draft form allowing 3-5 business days fo r Government -
reviews, comments: discussion, and recommendations of revisions prior to the

finalization of those materials. I
... -
Videotape all focus g ~ o u ~ s l i n t e r v ias ~ , research allows (Deliverable #1.7). Video
e ~the
..--eras-should be focuse$+n the int&ieweelparticipant who is speakmg. A release .
CMS-d
n intervieweeslparticipants that wilkillow..:.-- .I ..~ideatipe'
must be obtained & - ~ iall ::
. .
--.:-
-interviews;provided~tMt intervieweesl participants are not identified by r i v e . A11 .

. . .
-
-. ..
videotapes throughout all subtasks shall be dated, and labelerl with ~ o n t r a 4 number
t and
project title.
Prepare a written Top Line report that follows the research plan after Roun 1 1 (and, if
applicable) Round 2 testing. Conduct one presentation of findings orally in a Powerpoint
presentation to CMS staff within 7 workdays after the research has been cc mpleted. The _ ---
-
. ._
demographics,,and relevant socioeconomic information for all participants ~ i lbel

summarized f ~ ~ b b m i s s i owith
n the Top Line report (Deliverable #1.8).
-
Submit a more detailed Final Report within 1 112 weeks after the research 1 as been
completedt-Ttnsleport shall include quotes from people with Medicare to llustrate the
--
findings (Deliverable #1.9). --- -
- - A ,.. -J -
Develop and provide oral presentations/briefings on findings to appropriatl CMS staff,
and possibly+at the discretion of the GTL, to a separately convened re vie^ panel ..
(Deliyerable # 1.10). ....

_-_
-~
-._- .- . . . . . ..... ... .
.a
.. I
.. -- .- - - -
he Contractor, $Lbcon&ctor, and consultants shall discuss with the GTL ariy opj ortunitierto
. - ..-
publicize and disseminate --- research..fi@ings

- and shall not pursue publication or prc sentation . . -.
relating'to subtask findings without approval of the GTL.
Period of Performance: May 19,2003 through August 29,2003.

...
T
SCHEDULE OF DELIVERABLES
ITEM
1.1 Kickoff Meeting Meeting held in Baltimore to
revkw project expectations and due
dates
1.2 Kickoff Meetings - Copies of meeting notes sent to all Draft: 512 1103~
Minutes meeting participants Final: 5/23/03
Drafl
Final C
1.3 C~nferenceCalls Conference calls or meetings Weekly, unless required-more

b e e n Project and CMS staff or less often
regarding status of pro~ectincludes - - -- - - + - > /
scheduling, agenda, minutes call
~
w
reports, i d distribution.
1.4 Work Plan All tasks necessary to complete Draft: 5/22/03
Draft project with detailed schedule of Flnal: 5/27/03
Final deliverables: 1 electronic copy in
Microsoft Word 2000 and 2 hard
copies
1.5 Communications Analysis Review of publication by Project Report: 6/6/03'
i +
\=. staff to GTL; conference call Conference cah: by 6118/03
follow-up between Project staff and
-
CMS staff
1.6 Screener and Recruitment Proposed screener and recruitment
Protocol for TeSBng - ' protocol for research participants: 1
Draft electronic and 2 hiid copies Recruitment: 612-6/6/03
Final
---- -
~
Develop mad!afrmde:
6/3/03 (Draft)
Approve moderator guide:
6/5/03 (Final) 1
Testing: 6/9/03
Tapes of the inteyiew~/groups 6/25/03. .. - 1 -.--... -..
research conducted with consumers.
Appropriately labeled.
1.8 Top Line report Top Line report of findings and
recommendations from consumer
research: 1 electronic and 2 hard
copies
9 Final Report Final report based on all research: 1 Drafl: 61 19103~
Draft electronic and 2 hard copies ~inal:-6j25/03
Final
1.10 Briefing for CMS staff. Orallmultimedia presentation to The CMS presentation shall
CMS staff via PowerPoint occur by ~ u g &29.2003
resenta at ion
r---
I._ _ .... . offm
i Debra .
---
man
_- _ _-
From:
To:
- ~ w d Back
: on
,,
-~ CBS
Kelly Dinicolo
. .
- - - ,*
..
..
g
.
;-
.
-
;..,.?,
... , .~.
. , .---
_
. .
Chatel, David; Delisle, Eric; Dziak, Kathleen; Eric; Gutowski, Walter;

Patty; McGrath, Gail; McMullan, Michael; McPhillips, Regina; Piuano, Winifred; Reilly,
Summa, Jennifer
Date:
Subject:
2H8104 3:25PM
Fwd: Back on CBS - -
-.
. .. ..... ..
... . .. - , , -
-
,
t
.
.- .-. .- -- - . ... ..
Page 1
FYI. 'The Right Answer" will begin airing on CBS again by tomorrow.
. ~
Kelly DiNicolo
Center for Beneficiary Choices
Baltimore, MD 21244 .>.
--410-786-0046
---
. . . . .. .. ~
.---
.
-... --
~ . .- . . - --.A-
. .-
.
>>> "derwinski, Kimberly" cKimberly.Derwinski@ketchum.com> 0 2 1W04Q254PM >>>

- -
-,--
Per my conversation with Nhchael, we have called CBS back and indicated
we would like to go back on the air with the ABC version of the
.. ad.
.. .
We will get them the ABC version by tomorrow (latest) and should be back
on the air then. In addition, L 9 ork king with the sales
staff to ensure that any spots not aired over the past week or two are
put back into the line-up over the next 4-5 weeks. We'll keep you
posted on that front.
Let us know if you have mgquestions!
-.-.
.. . . _-.:
CC: Bennett, Shawn; Fussell, f he; Hoffmari, Debra; Jones, Mary; Matthe
- michae~.reilly@hhs.~ov; , Louise;
~ i h a l c hRonald;
, Rubenstein, Carol; Vale,-Ahn . . .>- .. -
>
e From : Debra Hoffman

To: CRC Contractors
Date: 2/12/03 2:39PM
Subject: LRFP 03-002 UNDER CMS CONSUMER RESEARCH 8 COMMUNICATIC
CONTRACTS
Forwarding the subject solicitation entitled "Medicare NationalMulti-Media and Education cadpaign for
- 2 0 0 3 for your consideration. This campaign is very important to the Agency and therefore, we are
offering the CRC contractors the opportunity40 compete for this work. The subcontractors you assemble
will be a significant consideration in our evaluation of your proposed team. You may contact qebra
Hoffman at (410) 786-0517 or dhoffman2@cms.hhs:gov for a referral of successfuI subcontractors in the
past-two campaigns.
Llrnited Written Proposals are due by 2:00 PM on Tuesday. March 4. 2003. Oral presentation? will be
- scheduled the week of March 10th Please prov~detour BlDlNO BID dec~s~on
~ u e s d aFebr<ary18th.
~,
-antinpated by rn~d-April2003. -
. --
--
to Debra ~ o f f m ! ~
Questions may be directed tothe cbnlract Specialist, Debra Hoffman (dhoffman2@c7hsS:hh

.
I
At that t~me,yogyill also bessheduled for your oral presentation da E
--
--
410-786-0517) or the Contracting Officer, Mary Jones (mjonesl @cms.hhs.gov or 41O-786-

I
DEPARTMENT OF H E A -~ m M m sERvIICEs
Centers for Medicare & M e d ~ ~ , . Serv~ces
d I
I
7500 Secunty Boulevard, Mail Stop C2-21-15
Balmore, Maryland 21244-1850 ~ h u t 5 B V G M E~
BW ~ , / W D ~ W M C E S
Acquisition and Grants Group !I

i
I 12 ~ e b A d r y2003
- - I
- ! 1
TO: CONSUMER RESEARCH AND COMMUNICATION (CRC)

I
CONTRACTORS i
SUBJECT: LETTER REQUEST FOP PROPOSAL NO. 03-002 LWDER
-.
. - - .. CMS CRC CMBRELLA~CORTRACTS
I
..
.. -
.
. ... - - - . . -.
We invite you to submit a proposal in rekponse to this Letter Request for Proposal ((LRFP)No.:?-
03-002, entitled ' ' ~ e d i i a r eNational Mu:lti-Media & Education Campaign for 200j," for a
proposed task order we will issue under bhe CRC contracts. We anticipate award of a cost-
plus-fixed-fee task order for this statemknt of work. Your response must be in accdrdance
with the requirements set forth in Section G.2, entitled "Task Order Proposals," of your
master contract and this correspondence:.
f +
\=..
1. BID/NO BID Dec~sions:pleaselsubmit your BIDMO BID decisions via ejmail to the
-
attention of Debra A. Hoffman (bhoffman2@cms.hhs.gov) by Tuesday, 18 February
2003. Please provide
- the rationale for any NO BID decisions at that time.
-<*-'&
. * , -8-
! -. . . . .. -.
- 2.. Chxstions: please direct any qu$stions to ~ e b iA.

i Hoffman --.-
(dhoffinan2@Cms.hhs.~ovor (410) 786-05.17), Contract specialist@ Maqi E.Janes,

Contracting Officer (miones 1 C&ms.hhs.~ovor (4 10) 786-5 1 63).
.-.. .
I
3. Proposal Due Date: Please sub6it an original and eight (8) copies of your written
. .
t e c h c a l a n d business proposal.ko laterthan.-200 PM local prevailing time on
Tuesday, 04 arch 2003 to the address listed below. :.- . -:- i.-r.-.
: -.
. - -- - -- .- .-
. .
.-
..
Centers for Medicare and Medicaid Services (CMS)
Acquisitions and Grants h o u p
A m . : ~ e b r a - AH. o h a n , Mail Stop C2-2 1-1 5
., ..,'T..:- -
7-500 Security ~oulevard
Baltimore, MD 2 1244-11850 ... ..
1 .
Proposals submitted electronically
I
are not acceptable.
I
Oral presentation materials shall
... . be submitted in sufficient copies, no late1 than the
..
date of the oral presentation. Otal presentations are tentatively scheduled for the week
I
of 10 March 2003. - --
i
LRFP 03-003
A. Proposal Preparation Instructions: Offerors shall submit their proposals in -

I
- accordance with the following format requirements to assist the Government in
making a complete h d thorough evaluarion of all proposals. Your proposal
shall address the following elements.
B. Limited Written Technical Proposal:

1. Executive Summaw (5 page limit)
*.
..
- - Your summary must---demonstrate an overall and comprehensive apploach for.
--
..
_ -.
---
- .- .
..
-
successfully-meeting-the objectiv& and

. - - requirements of this task order.
- - ., - . -
. .-
I- -.- .
.
- . ==- .. ...- ,
.. - --..-
-- -- .. .. ----.-
2. Technical Understanding and Approach:
.. (10 page limit)
. .
... ....
-
-. ..
(a) Describe your understanding, approach, and ability to successfully meet the
complex requirements set forth in the SOW,
(b) Present a work plan that illustrates in a clear, concise, and sound manner
the steps in your approach to the work to be carried out in the SOW,
(c) Describe your qualifications and approach to perform the qualitative and --
-
qu&it&ative research,
(d) ~ e s c r i b your
e plan10 effectively execute this project, includin
-
requisite data.and information, resources, staff, expert consulta
-
- p w d w t h studiosltalent and facilitieslcomputers, as necessary,
(e) Describe your ability to develop a comprehensive, effective, an , creative
campaign that addresses the current requirements while effectively using
d -..
the results of the evaluation of the previous two c a m p a l s .
-
1 ---
3. Management Ap~roachand Personnel Qualifications:
- - _ _- _ * - -
- - >r
(aj Plan ici provide an administrative framework -

*
- quality- control
- - over
- - the- implementation and
(b) Proposed team and its capability to perform the work,
(c) Plan to coordinate the work among your team members/subcontractors as
well as CMS, ensuring that CMS's role to provide input and approval is
. included in overall campaign development,
*... timely
(d) Process and ability to track campaign expenditures and providt
reports,
(e) Skdled personnel that are competent and experienced, and havc the
requisite academic qualifications, relevant training and experie ce.
(f) Resumes, not to exceed two (2) pages each, for all proposed ke personnel
(as an appendix aridnot included in the page limit).
.- flexible and handle unforeseen contingencies in a imely and
(g) Ability to -be
seamless manner.
- - -
LRFP 03-002
(h) Organizat~onchart and management plan reflecting the responsiibilities and

- authority of the relevant personnel andor organization involved! The plan
should illustrate the individual members of the work team. YO^
should
specify exactly how the personnel employed under h s contract lwould
operate in the organization, their responsibilities, and the specific amount
of time devoted to the project. The line of authority between ydu and any
subcontractors are to be detailed (as an appendix and not includkd in the
- : _
-- .
.
-
-
4
page limit).
-
. ..
.
Corporate ~ G e r i e n c e(tepage limit)
- - --
-,. -1-
*
= .-r
(a) Demonstrate your experience in the development of national health -
promotion and health policy advertiiing campaigns, specificalld targetmg - ?
the 65+ years of age population.

(b) Disclose any private clientele, which you, or any proposed subcontractors.
have represented, that may be viewedto be detrimental to the p?blic health
(e.g. tobacco' companies).
5. "&st Performance (Attachment and not included in the p -

-
Provide a list of at least three (3) references for same or similar se -.
thepast t h r a (3) to five (5) years that can address your ? - - I
- including the following for each project! project title. brief descrip ion,
compiiny naine, contract number, point of contacC(narne and . .- phond number),
period of performance, and contract amount.
-I - ' - -
1
. .
C. . Oral Presentation - Your oral presentation shall consist o f

.- - .-
I: Creative ~ ~ ~ r o a c h
- .- .- .
This is G o l l c y issue campaign. The purpose is to introduce 1-800-
MEDICARE as the definitive and official source of information ab'out
Medicare for beneficiaries. Your creative presentation shall presedf no more
than a total of three (3) approaches to the campaign, with at least obe being
I
humorous. The creative presentation shall be based on the requirements
contained in the statement of work and your proposed apprbi'ch f d meeting
those requirements.
2. Model Media Buying Plan

I
Your Model Media Buying Plan shall set forth the proposed plan for
1
purchasing therecomniended media to maximize concentration of pdvertising
LRFP 03-00?
.--
to targeted audience while maximizing budgeted media dollars and hall be
based upon the requirements contained in the statement of work and your
proposed approach Tormeeting those requirements. At a minimum, the model
I'
media buying plan shall ass&e 1,000 Total Rating Points (TRPs) ill be used
to gain recognition of the c&paigrmessage. (Please provide a hard copy of
your proposed Model Media Buying Plan at the oral presentation).
-
- .
--- -.,-
....
..
.
7
.. .
-
We will schedule oral presentations tslast one and a half (1-li2) hours. There will be
(1J hour dedicated for -your
-- presentation and then thirty (30)minutes alljotted for-
an informal dial~~ueiexchai'ige with CMS. Yqu may not submit a prerecorded
-=>I . . . . . .
videotapedaral presentation, howe?er, you may &pplemerii'~burp@entarmn a h
---
advertising examples in written or dudiohideo format. .-

. .
D. Business Proposal (No
The Government has budgeted $22 Irnilhon

limit)
. for this effort. Your proposal dust provide
I
for an approach that will maximize lthe exposure and effectiveness of the campaign
based on 122,pillion. You must submit a cost proposal supported by infohation -
-
. .. .
which is adequ&k to establish the rkasonableness and realism of the elemelts of the
.- - proposed cost (e.;. labor, othgdirdct cost, indirect costs, etc). In addition, all ..
proposed subcontractors-shall subrdit a complete cost proposal in the same format. . ..
-
u
..
-.
. -. ....
--.-
- 4. Evaluation Process: The ~ o v e m m k n intends
t io award a task order result& from this
L&P which represents the best val'ue to the G o v e m n t - a t a fair and reasdnable
-,,- - -
price. This will be determined afre! evaluation of the proposals m &cordance with the
factors and subfactors in the LRFP!
-. .-c
. .. .. A_. Evaluation Factors: The telhnical evaluation factors for this reqirkment are ..
..
-. . - _ _ _ _ . ..
listed below in &scending orderof importar&?

..
. ..
-. ~.
-4-
.-~ --; ~
- - - - -
1. creative ~ ~ ~ r o (Presented
a c h during the Oral Presentat~on~
I
We will evaluate your oral presentation to determine the extentito which
your approach demonstkates creativity, effectiveness, and apprqpriat'&ess
in reachng our target ahdience. .,*-.
2. Model Media B U ~ I & Plan (Presented during the Oral ~reskntation)
We will evaluate your blan to determine the extent to which it demonstrates

an effective apprbach, ilncluding your use of TRPs, to reach our(target
- include ad appropnate mix of media.
audience-and
DRAFT LRFP
-2. Model Media Buying Plan (Presented during the Oral Preser'ation) -
W e will evaluafe your plan to determine the extent to which it ddmonstrates

an effective approach to reaching our target audience and includds an
appropriate mix of media.
3. Technical Understanding and Approach (Presented in the Written

Technical Proposal) \. .
.-
.- --- .
W e willevaluat~~your t e c h n k l proposal to determine that it is oompleti*
a n d &&onstrates that you underitand ?he stiteliiGil~of\~/~o,tkaiid
of the objectives and tasks required to produce the desired prod;cts. W e
I
a i ~ w k *'e
:-.-
will.evaluate whether your proposal~cornmitsadequate resources to

compiete/support the various tasks.
4. Management Approach & Personnel Qualifications (Presented iA the

Written Technical Proposal)
ill evaluate whether:

. . Your propcsed approach is reasonable, ensures successful .-
completion of the task order, and has adequate quality assurance

-+,s---.~- --..procedures in place.
1
- Your ability to successfully partner with all parties, whetlher
, .
.. sdiontractors or the government, t o m u r e suqckssful-1
. .>-
.-.
performance.
..,_ 0 . . Your process for ensuring timely performance, including ensuring
CMS's role to feedback and approval is included in overall

. . ..... - campaign development, qxssagmg, and execution.
,
.- .-.-
0',- Your ability to mange,-monitor, and report on
expen-dityg i n a timely and detailed manner.

Your proposal demonstrates your ability to
quickly reassign or add human resources
tasks identified in the SOW will not occur at a steady rate . .. .
I .
throughout the period, but rather will probably occur sporadically.
Your key personnel, and their competence and expenen& in the
1 skills required in the SOW.
Your submitted resumes of key personnel reflect a variety of
experience in similar tasks.
You proposed the percentage of time each staff member will
contribute.
f
Yolthave provided information supporting their qualific tions, if
you have proposed subcontractors.
LRFP 03-002
Page 6 of 6
6. Corporate Experience (Presented in the Written Technical Prc sal)

- -
Your demonstrated experience developing and assessing natic 1 health

.promotion and advertising campaigns. Greater consideration :1 be given
to those contractors that can demonstrate their ability to speci dly target
our audience.
- -
~.
..
.
-
-
-. --
: ..---
. . ... . .. .- _ . - Business Proposal Evaluation
- - ---
~.
'.-
--= -
----. .-
The govemrnent.wil1 perform a cost realism and-trailmff analysis
--
-.
det.-fie--. ..
the best value for the government. Cost realism means that the co in an .. . . ~
. .
offeror's proposal are realistic for the work to be performed, refle 1 clear
understanding of the requirements, and are consistent with the vai 1s elements
of the offeror's technical proposal. The most important considera n will be
your ability to maximize the exposure of an effective message to 1
beneficiaries. The tradeoff analysis may result in an award to oth~ han the
highest..\> technically rated offeror.
. d:.
- We are not committed to reimburse any costs associated with the preparation or ! missi-on of
a proposal nor to procure or contract-for the services described herein. In additia .he
Contracting 0 f f i ~ ~ - tmhl ey individual who can legally commit the Governme .o the . . . .
expenditures of public funds in connection with the proposed procurement. If yc lave any
- questions;'please confact Debra A. Hoffman on (4 10) 786-05 1-3;-
I .I
Sincerely, .-
.- .
-. ---. .. . .. . . .. .. . . . . .- ..- .
.I'
: ~.
. --
. -- .- .
-1..
- Mary E. Jones - - - - -
contracting Officer.
Attachment:
...>(I$- Statement of Work (7 Pages)
f002 sow
LRFP 03.
" Paqe 1 of 7
Statement of Work
The Centers for Medicare & Medicaid Services (CMS), Department o f Healdh and
Human Services, National Multi-Media and Education Campaign for 2003.
- -~
I. Scope
A. Purpose
The purpose of this task order is t o obtain technical professional services for the
I . a
development, execution, and assessment 'of a national, integrated m u l t l - ~ e d ~and
.
OI
IA .
-- -e d u c a t i o g m p a i g n t h a t promotes the infoi-med use of Medicare'informat o n
ch%nek by people with ~ e d i c a r g a n dtheir caregvers and t h e e "cominpof agee':.
(62-64) into the Medicare program. .--. ,
. -
==
I
.--
- .
-.
The consumer response sought is t o get people with ~ e d i c a r e , their carebivers,
and those coming o f age to:
I
Be aware of their active role in making more informed health care chokes
Recognize the 1-800-MEDICARE #
Understand its purpose . -.-
Remember the n u ' h r and use it when they have a need for it -
-
Use t h e other information channels (www.medicare.qov, Medicare & You
andb book) t o learn more aboutT4edicare. -.
-'.-.
-*.. - ..
#
. -.
The following are environmental factors, or "enablers" o f the responses sc/ught: - - .
Considef Medicare.an important information source for -

-- information conc
health insurance arid health care provider information. -.
Identify Medicare's role beyond that of a c l a i m s ~ r o c e s s o r
Build a foundation f o r branding Medicare as a source for trusted, relit e, and
accurate information.
- 4 - - . . . . .- -- .---
:
The campaign shall: .- -

- - - - , .:.
a Increase knowledge-of ~ - ~ ~ ~ - M E D I C AsoR people
E with Medicare knc where t o
go t o get help with their questions. (Knowing means current knowled and
retained knowledge.)
. 7Identify
. - the purpose of 1-800-MEDICARE such that people know its p Dose, 'the
telephone number, and remember to use it when they have a need fc t.
Increase awareness o f the individual's active role in making heatth ca choices
Convey that 1-800-Med~careprovides accurate, reliable, understanda :, and
relevant consumer information and resources t o help people make inf med
decisions about their health care coverage.
Associate www.medicare.qov as the Internet alternative resource for
MEDICARE.
Build knowledge of the w a y of information available.
LRFP 03-002 SOW
I
Increase awareness o f the family of information resources available t o bet help

with questions about Medicare, including 1-800-MEDICARE, www.medidare.qov,
the Medicare &-You handbook, the State Health Insurance Assistance p ograms, -
- and other partnerships.
B. Background
--
i
I n order t o make informed decisions about receiving Medicare services, consumers
need t o know that:
- . .. .
=.
o---
-
They have a role
- ,;a p t i o n s exist
Medicare
..
~
..--
%--
.
i n making health care-decisions
-.
Personal needs can and should drive' choices- made = . . .- --7- . ...- -- .- . ,
qualit);,*dependable information t o help make%me-decisions
~ .
-. I . -
Medicare options t o be ;ompared include choice of/for: 1

Health plans
Service providers
Preventive benefits
Supplemental a n d , a ~ c i l l a r yInsurance, including assistance for low income
+a '
beneficiaries
-
- Other as recommended by CMS-
This contract will ffiedn i a k g r a t e d multi-media approach t o successfully

communicate this information t o target audiences in creative, meaningful ways.
-- -- C
=
Challenges: .. #
la--
I
The majority of people with Medicare are passive or reactive health care
- * ?.,
informatidn seekers/decision makers
; The Medicare public-is reratively m a w a r e of the Medicare information esources.
-
People with Medicare think of Medicare as an insurer/claims process0 E r a -
provider of Medicare-informathn. -
Strong name recognition of Medicare and a legacy of trust among ben fic~aries.
[Name recognition is not a challenge rather it is an opportunity.]
People with Medicare know relatively little about Medicare plan options, benefits,
-
..supplemental insurance.
0 People with Medicare like person-to-person contact such as through - 1-800-
Medicare or through c e r t a ~ noptions on www. medicare.gov.
Target audiences:
Primary: People with medic are^-~----

0 Secondary: Caregivers and
- --
those "coming of age"
LRFP 03-002 SOW
I
. .
C. Definitions
Multi Media Campaign: Specific products will include development, producti3n, and -
.-. placement of paid advertisements for television, radio, print, and web me ia as
recommended in campaign planrring. 4
Medicare Information Channels: CMS Medicare primary information channhls are
the,toll-free telephone help line, 1-800-MEDICARE and on the web,
. www.medicare.gov. Other information channels include the Medicare & You
handbook, the State Health Insurance Asastance Program, and regional and
partnership..outreach.
-..-
- .
- . .~
--.-
. .
~..
.. --
. .-
.-
-- - --.
--
s
.. -
.-
Medicare Program o p t i o n f : Choices that beneficiaries canmake, inclu.dip,~ho~e-.of..
health plan, supple'menfal aiid'ancillary insurance, service provider;--p~09rjamssto
.. ...
assist peoble with low-income and limited assets, and preventive benefits.1
Medicare Beneficiaries: People who currently receive Medicare services. 1

Caregivers: People who help or support beneficiaries making Medicare deaisions.
Coming of Agers: P e..~ p. l e62-64 who will "age in" to the Medicare progra& at 65
Q
The contractor shalLfblrnis~allnecessary services, qualified personnel, materials,

equipment and facilities, not otherwise provided by CMS, as needed to pelform the
requirements of this Statement of Work (SOW). --, -
. s-
7 " ---
A. Objectives/Tasks to be performed
.*-. -
Key objectives of this task order include:

.. -. .. . . ~ . .
.-..
-
.a
. --.- ---
.
Work with CMS to plan, develop, execute, and assess a national
media advertising campaign to. be conducted throughout 2003
during the fall, (October, November and December). CMS and DHHS shall be
involved in all stages of development and review of creative materials, rn4dia plans,
and research design. Specifically,
..->- -:
-
I
Campaign Plan
Develop a workplan, including timeline, critical dependencies a n x k e y lecision
points for a 2003 campaign using the industry best practices and buik ing off
lessons learned from the 2001 and 2002 campaigns. The campaign p 3n should
include four principal components: research, creative development, a(
placement/purchase and assessment.
- - -
I
LRFP 03-002 SOW
Research Plan/ Execution

Revlew extensive research conducted by CMS for previous campaign and
commun~cation efforts.
- Supplement existing research with consumer testing of campaign materials.
Analyze industry best pract~cEs,-research, and results of 2001 and 2002
campaigns including lessons learned t o develop the 2003 campaign pla/l.
Creative Development/ Production

Develop Ads that are culturally competent and have universal appeal to all
audiences Including African Americans and low-income beneficiar~es.
All creative materials, graphics and text, are to be carefully coordrnatec1 with
CMS and DHHS. -
-- -
.ct = 1 -
Supply CMS with all usage rights documents and associated fees for
.- *
---- -
and/or talent.
Media Purchase and Placement

Develop and implement comprehensive, integrated media strategy tt takes
into account the diverse culture groups and people with lower incomc
Conduct all ad placements.
Develop with ClYS a strategy to leverage paid media advertising usin arned
media, partnerships, etc. t o promote and reinforce key messages usi the
many channels an"*.oints of contact within CMS including the brand ntity of -
. .. .-;:if
Medicare & You. *
Consumer T e s t i w.,. ., .,.+

Develop and consumer test the advertising concepts
e- Test market advertising concept(s). .--.-
.. .-a
LRFP 03-b02SOW
Assessment
.
Conduct comprehensive assessment of t h e impact o f the campaign on people
with Medicare,-their caregivers, and coming of agers.
--
.
Produce detailed reports on results.
Recommend next steps basedon lessons learned.
.-
B. Project Deliverables -.
CMS requires technical professional services for

. .
I
operation and management, and assessment of a
The Contractor
- .-- shall provide a wide v a r i e 6 o f planning,
e
-
.. -development,
.--.-
oversight, implementation, and assessment in
out this-campaign and i t s tompl&entary mark.eting components.~ .. .-
.
. . . -- - .. --.
DeliverablGs will include:

.. .- -
.. .. .
- -
Deliverable Summary Date 1

I
2. Weekl y Status & Expenditure Rep ort Every on day, 12 noon
3. Monthly Project Plan,
T* '
4. Campaign Plan TBD
-
6. Creative D e v e l o ~ m e n t .Production. and Finalized Ads TBD 1
1 7.Media Placem-&YPlan~:.8rPurchase 1 TBD I . . .
3 i
9.
( Learned
Comprehensive project Completion including, Lesson??- TBD .- -I .- __
- -
1 10. Regular Meetings with CMS staff in Baltimore & D.C. On Goinq 1
I
<
.
1. Project Manaaement Plan: .The Contracto-r shall provide t o the Governbent Task
Leader (GTL) a Project ~ a n a g e m e n plan,-o"a--weekly
t basis.,
critical path, decision points and dependencies, and risk
plan. -The plan shallTnclude a-review/inclusion of any
buys (e.g. regional offices). Additionally, this plan
and labor efficiency i n coordinating activities relating t o the design,
. .
implementation, and assessment of this project.
' , ....+-.-.- - . -
2. Weekly Status & Expenditure R e ~ o r t s The

: Contractor shall provide to-the GTL,
on a weekly basis, a written status report detailing money spent or obl'gated to
date; correlate money spent/obligated t o work completed; expected
expenditures over the 30 days following each weekly report t o match
activities/media buys and other pertinent information to be specified by the GTL
as the project evolves. Expenditure report shall include estimates for all costs
associated with t h e campaign including labor, creative, development, rksearch,
media buy, etc.
I
~ LRFP 03-002 SOW
Monthlv Proqress Report: The Contractor shall provide to the GTL and t f e
-
Contracting.0fficer an updated monthly project plan, in accordance with Section
C.7.2 of the base contract, for each project conducted under the task.
Information shall include, but-nqt be limited to:
G Project milestones
Problems encountered and anticipated, recommended solutions
> Deliverables due
i;j Deliverables submitted and dates cempleted
9: -, Key-.staff responsible
t '
=
i
'
li
: * . - -.-
..
-*
-.
.
Campaign Plan: The contractor shall provide amcampaignp b n that art$btes - *

the various communication; and plans that they will provide to e n s u r e ~ h a CMS
t
is fully engaged in the plannmg, development, clearance and oversight bf the
campaign. T h ~ scampaign plan shall include a creative brief t o ensure tkat there
ISa mutual understanding of the goals of this campaign by all parties idvolved.
Research Plan The Contractor shall provide t o the GTL a plan, which outlines
how the campaign will be tested and assessed. The contractor shall pr{vide a
plan for testing ad,x~nceptsand shall implement the plan upon GTL apyroval.
The plan shall inclu&:a test market and an assessment of the impact irp the test
market. Based on the test market, ads may need to be revised based on --
findings. The contractor shall conduct an assessment of the campaign Jto

determine wh&k,the--,intended audience was impacted by the campaign. - . , .
Specifically, the Contractor shall measure whether there was an increase in

I
general 5wareness'pf CMSI information channels, inc~easedusage of the
information channels, increase in the target audience's desire to'5eek
1:
= =
information about their health care coverage, increase in belief that Med~care
1
is
an excellent source of health insurance and health provider informatioq, and
reactions to the media campaign itself. The Contractor shall provideplans for all
__ . _ _of
intended=audiencei,.such-ik general audience;-- African-Ame,rican,.. coming
i _I_
agers, and caregivers..

. . --- - . .- -
, .
Creative.,Development/Production and Finalized Ads: The Contractor shall

provide ad concepts and finalized ads after test market for print, radio) W , and
web media in size/formats to be determined. Usage rights for each crdative.
.- ..piece must also be included.
r-, -1
I
;Print: newspaperlsunday supplements, magazine
k Radio: local, national, syndicated
P Television: cable, syndication, spot/local, national
i;j On Line Medialweb: banner ads, rnicrosites as appropriate, to be
-
determined
LRFP 03-002 SOW
I
I
7. Media Placement Plan and Purchase: The plan shall include national ar)d local
media placements/buys with cost, time, date, media outlet, length/size as
appropriate. -
---
8. Recommendations for Next s t & ~ :A report with recommendations for future
national multi-media and education campaigns.
- 9. Comprehensive Project Completion Plan: The Contractor shall provide to the GTL
-
. ... ~
-.-
-, ~
-
a comprehensive project completion plan that shall include 'lessons leakned"
.-- and rgmmmendations for future carnpa.igns.
. . . . . . . . . ..,.
--
9
. ,
.~
. - - .
--
-
.-.-
--
...
..
10. Resular Meetinas with CMS: The contractor will b e r q u k e d t o meet face te face-
with C M S staff in both D.C. and Baltimore throughout the course of%ecohtract on
as needed basis and regularly on a schedule to bedefined in the project plbn.
111. Period of Performance: 1

The period of performance for this task order is from April 15, 2003 through April
DEPARTMENT OF HEALTH & AN SERVICES
23 July :
Ketchum - ..
Attn: Sandy Printz

2000 L Street, NW
#300
Washingto_n,-DC 20036
- .- -.---. .
.
- - - - - --
... -
...
. . .
1
- . .-
REFERENCE: CONTRACT'N 0. 500-

TASK ORDmOO14
Dear Ms. Printz:
The purpose of this letter is to provide authorization for Ketchum and its subcontrac
and consultants to use Government travel or transportation discounts negotiated by
The enclosed Letter of Identification" is to be presented to the vendor providing tl
"
travel service. *; & ,
-- Please note that various discount travel mtes are available to eligible Government
-
contractors only at the option of the vendor under contract and/or agreement with tt
.,.-.-.
,*.- - .., >
GSA.
-
k n y savings achieved th;ough-your use of Government travel diFc'oTint programs sh
accrue to the Government.
--
Questions may. be directed to Debra A. Hoffman, Contract Specialist. at (4 10)786-0
-.. .
I -- - .. .. - . - . . . . .-.
...
,
.- . - . .- .
,
-- . . - . --
Sincerely, . .
MARY E. JONES 7
Contracting
, .,?. - Officer
Enclosure (ids)
.* \
DEPARTMENT OF HEALTH & f. SERVICES AN

7500 Security Boulevard, h.lail Stop C2-21-15
Balhmore, Maryland 212441850
.-
LETTER OF ID~ENTIFICATION 1
SUBJECT: OFFICIAL TRAVEL OF GOVERNMENT CONTRACTOR
CONTRACT NO. 500-0 I -0002/TASK ORDER 00 14
..
-. .
Ketckum
..
. .
- - ..-
g d i t s subcontractors (
.. ;r - -
.: :-, ar-e c%r&tly perfon?ung%?ider tioveriiment Contract 500-0 1-0002100 1 4.
.~
- ----_,
i.
...,.p eriod of performance,,.20 May 2003 through-19-May 2004,- he employee3 --
-:.
traveling under this contract are-eligible and authorized to use available discount iatdh
.
~ - F --
:.
-'
--
.
-
.. ..
accordance with your contract and/or agreement with the Federal-Government. 1 .-
The following is a listing of the potential travelers under this contract: ~

I
*-:-
..:' ... ( Project Manager -
--
I Account Executive 1 1
. . - Contract Administrator
Management Superviso~- -i .- =---
Director Strategic Planninq
.- - 1 Art S u ~ e r v i s o r I I
-<
) Copy Supervisor . .
- - ,
.- .-
--
. .. ...
.... ., - --- .
-- / Assistant
_ -. .I
--A-
I Assistant .
.. .
1
--...---..
I
~-.
-.
--
' Media Strategic I
Consultant I
1 Media Strateaic Director 1 1
1 Media Director
I Assistant
--.
.- / Media Strategic Executive 1 1
I I I
I Survev Manaaer I !
I Research Manaqer 1 1
1 Research Assistant 1 i
/ Research Director I i
-.-
Questions may be directed to Ms. ~ e b ; a -Hoffman,

~. Contract Specialist, at (410) 7816-
05 17.
Sincerely,
- - YE. . .
-7.-
~ - --
..
.. --
... -
~ .-
. .
-- --:--.. . . , -
Contracting Officer .- - . ~ . . .. .--.
*'CENTERSFOR MEDICARE AND MEDICAW
(FORMERLY HEALTH CARE FINANCING ADMINISTRATION)
ACQUlSlTlON AND GRANTS GROUP
7500 SECURITY BOULEVARD, C2-21-15
BALTIMORE, MARYLAND 21244-1850
DATE: 28 July 2003

TO: - -- FROM:
Sandy PrinWKetchum Debra A. HoffmanlCMS
FAX NO. (202) 835-9426 FAX NO. (410) 786-9088
PHONE NO. (202)835-8879

.PHONE NO. (410) 786-0517
Th~s-UansmJttalconsists of 3 ,pages (excluding covwsheet).
-- -. -
. -- - --
~ . - ..-- .. . . --
-=-- -
REFERENCE: TASK ORDER 6014 LlNDER CONTRACT 500-01-0007
TRAVEL LEVER ..
COMMENTSIREMARKS:
See the attached. Please contact me if you have any questions. I will put the hardcopy in t mail.
.- . .--
-
.iCB
-
DEPARTMENT OF HEALTH l - ]MAN SERVICES

Centers for Med~care& Med~caidjerv~ces
7500 Secur~t)Boulevard, Mail Stop C2-21-15
Balhmore, Maryland 21 244-1850 ~ ~ ~ E ~ X ~ F C F M ~
12 Augu
- -
Ketchum
Attn: Sandy Printz
2000 L Street, NW
.-
-
#300
-. .-
Washington,DC 20036
. -
T
: -
..
-
.
-.
. .- -
c~.
.. .?
- .
-.
REFERENCE: CONTRACT~NO.500-0 1-0002 -- . .
--.-
.. .
T~SKO R D E R ~14
O
-. .
Dear Ms. Printz:
The purpose of this letter is to provide identification for Ketchum and its subcontrac
and consultants to procure media on behalf of,CMS under this task order. The enclc
"Letter of Identification" can be presented to the vendor providing the media buy.
,.,'
Questions may be directe%Io Debra A. H o f h a n , Contract Specialist, at (4 10)786-0

- >
-
*/t$"..-
MARY E. JONES
Contracting Officer .-
DEPARTMENT OF HEALTH 6
)MAN SERVICES
Centers for Med~care& ~edicajzd-!5enices
7500 S e c u n ~Boulevard, Mail Stop C2-21-15
Baltmore, Maryland 212441850
-
LETTER OF IDENTIFICATION I
SUBJECT: GOVERNMENT CONTRACTOR
CONTRACT NO. 500-0 1-0002/TASK ORDER 0014
-
. .
Ketchum Hr-i
---50461~~02/00~4.'~urin~
..3
ts subcontractors are currently performing under Governrnent-Contract

the p.erio85fperfo~aiice,20 May 2003 through 19 May
2004, Ketchum and irs s u b c & t y ~ p r swill be proc~rin@&edia
underdm task o r d- e r ..-I.?.
- d i m. =
.-7-
CMS. All ,billings are the responsibility of Ketchum and/or their subcontractors as listed -
-. : .
.
-'--'
.
.
..
--.--
..
-. --
below. . .. .
I .
The following is a listing of the prime contractor and their authorized subcontractors
under this task order:
I Ketchum ;!,~!
22.:
..
( Prime Contractor
I Subcontractor
~
I
1
..
- -- - 1
I
-J
',
1 Subcontractor I
- --. I
b
/*-&*% +
--. .
- Debra A. Hoffman, Contract Specialist, at (4 10) 78 -
Quest~onsm g be directed to Ms.
Sincerely, .-- .
~
MARY E. JONES u -- - - - - .
Contracting Officer
- -..
*bcr***Xlollo(uM*Jk -Ctlfl l m - * * u * * * * * W M DATE AUG-12-28 TINE 16:& nr*curr*x
MODE = MEMORY TRQNMI SS ION STRFIT=QUG-12 16: 05 P(D=RUG12 16: &
F I L E NO.=920
STN NO. -COMM. RBBR NO. STQTION NFIME/TEL NO. PfiGES DURFITICN
I
- CENTERS FOR MED~CAREAND MEDICAID

.
. - - --(FORMERLY HEALTH CARE FINANCING ADMINISTRATION)
ACQU~ITIONAND GRANT$ GROUP
750Q.SECURITYBOULEVARD, C2-21-15 -- "
BALTIMORE, MARYLAND 21244-1850
DATE: 12 August 2003

TO: FROM:
Sandy PrinWKetchum Debra A. HoffmanlCMS
FAX NO. (202) 835-8879 FAX NO. (410) 786-9088

27
PHONE NO. (202) 835-9426 PHONE NO. (410) 786-0517
-- . -
This transmittal .(i9.r~&ts-of,, 2 pages (excluding cover sheet). 1
REFERENCE: TASK-ORDER0014 UNDER CONTRACT 500-01-llQQZ_
MEDIA BUY LE~TER
- 4 - - --
See therttached.
.- ..
Please.contact me if yoyhave any quqt:ins. I will put the hardcopy i l t h e mail
h~s
Please confirm receipt of t h ~ telefax
docurnern is lrnended ~ n fw
~ me
s to (41 0) 786-0517.
y use of me paXyWumm 111s aagrrrstd am may amem ~nformatlon ISpvll-a.
vla~ wnr#en~a~ aM p a l & han d 1w r p
mder me acdlcable law Ilyou are not U-e lncerded a&lresaee a the m m eumomed m delwsr lru6 d o c m M m me addressee, you are nacby i m h l I~
I
MI a n y r n l m
ldontre. d~ssern~narh ~ ~ Y l vahef
nn earn hsed m ue anlent 01 wmrnrmcal!cm G r a t autncfuea If p u MrC m c e m tnts d m n l an m r pluw
mmsd~arcymtdy us by ~ ~ k o Thank* o p u feY w r cmperabon
---7-,
Dkbra
..- . -
.>
---
Hoffman
. .
- T. 0. 1,4 . . . .
-.-.. -- - - .--........... --- .- .-. .- .... -
From: "Printz, Sandy" cSandy.Printz@ketchum.com>

To: "Debra Hoffman" ~DHoffman2@cms.hhs.gov~
Date: 7/23/035:31PM
Subject: T.0.14
Debra, here is a list of staff working on -
the Ad
. . Campaign. Will this list work? Let me know
Sandy
- - ..
Page 1
CMS National Multi-Media 8 Education Campaign 2003

Contact List
(Updated July 10, 2003)

.-
--,-..-
..-. -----.
- - --.. - .. . - -.....
~ e b r aHoffman
..................
-
....
- Contact Sheet.doc
............-.-.-
.*..ye
* . . ..-.
2
.
-
....
-- . . . . . . . . . . . . . . . . . . . . . . . . . Page 2
--
....
Page 1
- . . . . . . . . . . .
From: "Prink, Sandy" <Sandy.Printz@ketchum.com>

To: "Debra Hoffman" <DHoffman2@cms.hhs.gov>
Date: C I -~' - - A 4 -cnAy
Subject: /,4 letter
-.
nphra I a m 4nl-I +
hat b 'j needs the letter, because they are buying network TL I l that
1 rnls l a s ~
purchases year?. The networks are asking for the letter stating tl
:
is now the agency of record for CMS and authorized tc purchase media for CMS.
e"
I don't think the networks will accept a letter from'~etchumidentrfying -/ gency of

record for CMS. I "assume" they want something on CMS' letterhead.
Let me know if you need anything else. .\

Ketchum, 4nc. ....
Phone No.: 202.835.9426
..
Fax No.: 202.835.9436 ..
Email Address: sandy.printz@ketchum.com
From: Debra Hoffman [mailto:DHoffman2@cms.hhs.gov]
Sent: Monday, June 16, 2003 2:05 PM
To: Prink, Sandy
Cc: Kelly Dinicolo; Mary Anq.s
Subject: Re: FW: CMS *:-;
.-- i ,--
I,:
l-4. procured the media on lasTyear1scampaign and we never
~ssuearnern a letter as she has requested. What is differon+f n r
..i-c.*
......
i . - Additionally, our contract'5 with Ketchim nnt with
r7,. -- the letter
so, wouldn't . be to. you stating ,.:
.- ,"
---.- ,!
mu ..
sub, etc.? . . .
!
>>> "Prink, Sandy" <Sandy.Printz@ketchum.com> OR116I03 175QWl >>>

Hi Debra, hope all is welt Ihave a request frov a{
(see h e r ~ m a ibelow).
l Let me know if this is posslbk and if you
-. -
..-,.- . . . . . . need.additional informati0.n. ... _ ..
.*
. ----.-
.-- .-
.... -
- Regards, .-. - .- -. - . .
Sandy Prink.,
202.835.9426 (Phone)
202.835.9436 (FAX)
-----0riain;rl M~ssaae-----
- ~ r -- d by -- rn [mailto: jl i j
Sent: Mon 6/16/2003 10:47 AM
To: Marshall, Monica
c c : ..
Subject: CMS
hi monicai-i need a letter from cms stating that !-~q IS the
agency of record and will be buying the media
.....
for crns. some of the
networks
will not even give me planning cost
- --
without this letter.
thank you
/' ~ e b r aHoffman
. . - Page 2
CC: "Kelly Dinicolo" ~KDiNicolo@cms.hhs.gov~,

"Mary Jones" <MJonesl@( .hhs.gov>
- .....
~.e. . b r ' ! Hoffman .--RE: T.. 0.
........ .-
14
- -- ... .......
.~--. -.... .. -- - ... Page 1
'f
From: "Prink, Sandy" <Sandy.Prink@ketchum.com>

Date: 8/1/03 4.29PM
Subject: RE: T. 0. 14
-. Debra, thanks for the letter ref travel -- I-

received the original today. ~-
Dld you have an opportunity to check on theletter for L, c/ ' They really need thls let.ter asap in
order to purchase the media buy.. Is there someone else I should talk to about th~s?
Also, I know you were going to send me another copy of the fully executed Task Order No. 1 but as of
today, August 1, I haven't received it.
- . ...
--
c-
-
..
.
-.-
Sandy
--
Ketchum, Inc.
--
.Let:me @ i w , :-. .
. -
.
.. .
Phone No.:.202.835.9426
. .
.....
. - ..-
- ~
. --
.
.
-.
. . .. - -- ---.. .
- -.--
. . . . . .
Fax No.: 202.835.9436 ...
From: Debra Hoffman [ma1lto:DHoffman2@cms.hhs.gov]
Sent: Monday, July 21, 2003 l2:36 PM
To: Printz, Sandy
Subject: RE: T. 0 . 14 .+<-.
.: .
.- Thanks- I did sent it to your attention. I w i l l ~ uanother
t copy in
.- the mail.
>>> "Prink, Sandy" <~~%&.~in~@ketchum.com> 07/21/03 11:16AM >>>

Thanks Debra. I don't know what happened to the original coiitract, but
I appreciate sending mk anofhercopy of the final document. I --.-
. ..-
"assume" you mailed it to my attention, but if not, let me to whom it
was mailed and I will try to track it down.
.--. . .
We totally understand that no one outside of CMS staff will be

- .. .authorized as.an agent for.CMS. hd-the networks have requ-esteda letter
from CMS statinc - - s now the Gency of recora'and is .<A
authorized to purchase meula ~ o CMS."

r This may have something to do
with the fact that -/ purshased the media last vear and they
just want to cover themselves and confirm that is now the
company purchasing the media buy.
I have a call into h .f to conf~rmthis, but in the meantime,

I.app'ieciate you checking into it.
...-..
I will ask L., f to check with the Networks to ask them if
they will accept a letter trom Ketchum on Ketchumk letterhead stating
that ' S. j is a subcontractor to Ketchum on Task Order No. 14,
under CMS Umbrella Contract No. 500-01-002 between CMS and Ketchum.
Accordingly, by is authorized to purchase the media for The
Center for Medicaid and Medicare Servic&]under this task order."
Thanks again for looking into this.-I'Eok forward to hearing from you
at your earliest convenience and I will let you know if I hear anything
from b4
Regards,
Sandy
Ketchum, Inc.
-- Phone No.: 202.835.9426 -- -
Fax No.: 202.835.9436
Email Address: sandy.printz@ketchum.com-
-----Original Message----- . .

-
-
- Sent: Monday, July 21, 2003 9.1 1 AM
.--
'
To: Printz, Sandy

Gc: Mary Joges
. --
:
-.
. -- . - .Re:
-SuJe&.. .
T.1. Otq 4- - - ----- --. .-
.- .
-- -- --
In response to your quest~onsbelow:. .
1. I will mail you another copy of the task order. I mailed you a
hardcopy on 03 June 2003.
2. In order to provide you with a letter for travel, I need to

receive
a list of those employees because they are listed on the letter.
3. 1 will check on this, howeve{, I do not think that we will be able

to provide that letter as we &Y not have "agents" for the government.
.-
>>> " ~ kSandy"

, <Sandy.Printz@ketchum.com> 07115/03 06:18PM >>>
Hi Debra, hope all is well with you. 1 wanted to follow-up with you
.,.>+an. - ..-.....*
on
- ..pending-issues.
three
, .
--.-
I)I have not received the diiginal copy of task order #14.
2) 1 have not received a letter from CMS authorizing staff working on
this task order to obtain gevernment rates for lodging. I realize the
hotels are not abligated to give contractors the government-lodging
-. . . . .. .rate, but, in most cases, if we havea!!etter, they will honor the-
.--
. ~
- -- - --
. .-
. .
government-lodging rate. - * .
3) 1 never heard back on the letter fo b~.
j naming them as
the agency of record. -- - .- ~- .
Will you provide me with the status of these pendmg 1ssues7 We are
movlng forward; so the sooner thrs is off my plate the better, if you
know what I mean.
. .-.- .
Many thanks,
Sandy Printz
Ketchum, Inc. ..--..-

Phone No.: 202.835.9426
Fax No.: 202.835.9436
Email Address: sandy.printz@ketctium.com
Page 1
From: Debra Hoffman

To: Sandy, Prink,
Date: 7/21/03 12:36PM
Subject: RE: T. 0. 14
- Thanks. I did sent it to your attention. --I will

- put another copy in the mail.
>>> "Prink, Sandy" <Sandy.Printz@ketchum,com> 07/21/03 11:16AM >>>

Thanks Debra. I don't know what happened to the original contract, but I appreciate you : ling me
another copy of the final document. I "assume" you mailed it to my attention, but if not, let ? to whom it
was mailed and I will try to track it down.
- . ... . -
--
- ..
We totally understand that no one outside of CMSstaff will he arthorized as an agent for r
nehnrorks h-ave requested a letter from CMS stating
- - authorized to^-pwzhase media for CMS;:T-h
-- - - -
b9
-
-
si may
t, '/
have something
a is now the agency of I
to do with the fact thal
purchased the media last year and they just want to cove_rth_emseIvesar
s nowthe company purchasing the media buy. . -._ .
- ---.
S, but the
)rd and is
onfm-
..
- that;
. . .
. .-
-.-
- --.--
. . -. .
-
I have a cell into b{ . o confirm this, but in the meantime, I appreciate you che, lg into it. -. .
A
I will ask bq to check with the Networks to ask them if they will accept a letter n Ketchum
on Ketchum's letterhead stating that " b li s a subcontractor to Ketchum on Ta! Irder No. 14,
under CMS Umbrella Contract No. 500-01-002 between CMS and Ketchum. Accordingly, ''1
is authorized to purchase the media for The Center for Medicaid and Medicare Services, L ?rthis task
order."
.... -
Thanks again for lookrng i6 this. I look fnrward to hearing from you at your earliest conve nce and I will
- let you..know if I hear anything from b --
J
. -
Regards, ..
-3<-.-,. ..... ..-
Sandy
Ketchum, Inc.
-Phone No.: Zl2.835.9426:. - .- ' ,
Fax No.: 202.835.9436

Email Address: sandv.printz@ketchum.com
.--- .
. From: Debra Hoffman ~mailto:DHoffman2@cms.hhs.qov~
.--
.;- - -
. --. .
~ e n t : . ~ o n d a July-21,
-y, 200-3 9.1 1 AM
To: Printz, Sandy
. . .
Cc: Mary Jones .-- . - .- - ,- -
Subject: Re: T. 0 . 14
In response to your questions below:
1.-;twill mail you another copy of the task order I malled you a
hardcopy on 03 June 2003. - - a
2. In order to provide you with a letter for travel, .I,need to receive

a list of those employees because they are listed on the letter.
3. 1 will check on thls, however, I do not think that we will be able

to provide that letter as we do not have "agents" for the government.
>>> "Printz, Sandy" <Sandv.Print2@ketchum.com> 07115/03 06:IBPM >>>

Hi Debra, hope all is well with you. I wanted to follow-up with you on
' . , ..........
Debra Hoffman - RE: T. 0. 14 -.-
. . , , , -- ---- * .
................................
__
. ............ -.
-
. . . . .
.
Page
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2
three pending issues.
1) I have not received the original copy of task order #14.

2) 1 have not received a letter from CMS authorizing staff working on
this task order to obtain government rates for lodging. I realize the
hotels are not obligated to give on tractors the government-lodging
.- .-
rate, but, in most cases, if we have a letter, they will honor.the
government-lodging rate.
3) 1 never heard back-onthe lecer for naming them as bf
the agency of record.
Will you provide me with the status of these pending issues? We are
-
.
moving forward; so the sooner this is off my plate tbe better, if you
-know what--I .--
mean.
- .. : :
. ~- . ... . --
. - -
.A-
-.
5:-a .m&thanks] . . .. -
.- . -
-
.- . -. -
Sandy Printz . . . . . . .. ._.
Ketchum, Inc.
Phone No.: 202.835.9426
Fax No.: 202.835.9436
Email Address: sandv.printz@ketchum.com
- .- ......- . - . ..... -. . . . . . . . . .
~ e b r aHoffman -. your guidance Page I
. . . . . . . . .,.-. . . . .
7: :*.q
, .
@?\
..,.*
.*,<;.- -. .

Date: 6/5/03 5:09PM
Subject: your guidance
Debra, one of the subcontractors on the Ad ~ a r n ~ aisi ~requesting

" a contract in accordanci with FAR 12
- Commercial Items. They are providing services, which I do not think falls within FAR Part 12. Can you
provide an interpretation of this clause for me? I am not trying to be difficult here, but want ty make sure
CMS will accept a subcontract agreement in accordance with FAR Part 12, before I move f o yvard and
. - prepare. Personally, I don't think FAR Part 12 is applicable to the sub and I don't like all the AR clauses
that are not applicable if this contracting mechanism is used. I really would like to know what ICMS thinks
r,
-about thisbefore I go back to the subcontractor.
-. -.
- - -.--
. . . . . . . . .
...
- .....
.. . --.- . . -.
This really wasn't competed based on ;;ice, but more on technical caps. -FAR
-. Part 12 an
.O ..-I..d_efie
.- - . -;
commercial items for services. as-the following: ...
. -. ....
(6) Services of a type offered and sold competitively in substantial quantities in the comm I
marketplace based on established catalog or market prices for specific tasks performed L - standard
commercial terms and conditions. This does not include services that are sold based on t 1 rates
without an established catalog or market price for a specific service performed. For purpc ~f these
services-
(i) "Catalog price" means a price included in a catalog, price list, schedule, or other form t ha\ is;regularly
maintained by the manufacturer or vendor, is either published or otherwise available for irispec:tion by
customers, and states pri&% at which sales are currently, or were last, made to a significi3nd nlumber of
- buyers constituting the general public; and_
(ii) "Market prices" means current prices that are established in the course of ordinary trac !tween
buyers and sellers frgeiicbaigSi?n and that can be substantiated through competition or fr~ ources--- :- -
- ..
independent -
of the offerors.
. . -. .
Your thoughts? .-- .

-.
.-. .-:-,-. . . . . . Sandy Printi- .. .....
.*.
. .. - . . . .
.
_-- .
-
. .
. .-
-- --
. .-. .. . -.
. -
-
---
.... -...... Hoffman
Debra .-..'
-.. ;
- RE: ORAL
;'---PRESENTATION
;'" CONFIRMATION
,---
i-.i'#;..-
'----c.Ei . ._ i.._L. .
I
:..__
....
From: "Printz, Sandy" <Sandy.Printz@ketchum.corn>

To: "Debra Hoffman" ~DHoffrnan2@cms.hhs.gov~
Date: 5130103 3:32PM
Subject: :RE: ORAL PRESENTATION CONFIRMATION
-- Debra, when you send the original task order, will you include the names of the approved subcontractors,
1
so we don't have to request approval from the CMS contracting officer. Or, do we need to re uest
approval of the subcontract agreements? Let me know. Of course, I am talking about.the ad campaign.
Regards, . . .
Sandy Prink
- . -
.-.--
From: Debra Hoffman [rnailto:~~offman2@cms.hh~.~ov]
Sent:
. -
~uesi*., May-20, 2003 3:45 PM ,=
: ,
To: Prrnk. Sandv
. -.
Subject: RE: O ~ A PRESENTATl.DM

L
- .
-- --
.
-- -
CONFIRMATION . . - ' .7
.= -
. .- . - . . . . . .
--
- -- :
No, the task order was signed today and the hardcopy I am mailing you
has an effective date of 20 May 2003. 1 forgot to stamp it before I
faxed it to you. Sorry.
>>> "Printz, Sandy" ~Sandy.Prink@ketchum.com>05120103 03:36PM >>>
Hi Debra, thanks for faxing a copy of task order 14 for the National
Multi-Media and Educatiop campaign for 2003. This is great news and we
look forward to working on hfs project. However, I cannot find an
. effective date. I see that the end date is twelve months from date of
award. Is the effectivedate the date KetcHum began presenting the new
creative, which was around April 15th. Please let me know at your
.d*:)s,d:.. . -* .,.>&.
earliest convenience.
. . . .
Regards,
- .. .>.. . 7--.>-=
Sandy Printz .. .-
202.835.9426
-- - . . . . . ---. --- --. - --
. -- -- .-
0eb&
.. offm man - RE: National Media Agency of ~ e c o r_d .
.--_.i____- . ._:_i. .. .
............... - .. ... - - .......
...\
. . I.
From: "Prink, Sandy" cSandy.Printz@ketchum.com>

To : "Debra Hoffman" ~DHoffman2@cms.hhs.gov~
Date: 8112/03 1:27PM
Subject: RE: by 9gency of Record
-. Debra, I think this is perfect. Thank you.-
Sandy --
-----Original Message----
- - Sent: Tuesday, August 12,2003 1247 PM
-
To: Prink, Sandy ...
Subject: Re: ._.b+ -
Agency of Record
. . . . . .. .. . .. .. . .. .. .
...
.
-
-- .~ - --.- . . -.
7-TE3ttadhed is whatl am proposing in &$onse to yourrequestfor a

letter. I have not gotten.Mary.to review and approve it yet. She is
coming in thg afternoon.
. . . . . . .
Let me know if you have any comments or questions.
>>> "Prink, Sandy" cSandy.Prink@ketchum.com> 08/12/03 12:33PM >>>
Debra, how is the research on the letter for b f going? I

am attaching the file I sent several weeks ago for your convenience.
b y,
needs thishtter asap.
\q.--
..
.- Let me .know.
- --
. .. . .... . . ~ .. .... .,. - .;- .-T..-.--.- - ..-1
el List
~~
D e b r a ~ o f f m a n- RE: FW: ,... ,

a:;.* . . . . - - .. .
-:*a
<+-
-.
From: "Printz, Sandy" <Sandy.Printz@ketchum.com>

Date: 8/21/03 3:59PM
Subject: RE:_FW:Travel List
- Should have told you they are employees u_ b ttchum's subcontractor
Thanks for your quick response.

. .
Sandy
202.835.9426
-
From: Debra Hoffman [mailto:DHoffman2@cms.hhsgov]
Sent:=Thursday, August 21,2003 7.16 AM
-..;_ ,?&l?rinG, Saridy- ' - . .
- .
. ---
. -.
~
Subject: Re: FW: Travel L,& -

.- .
. - .- -- ,
-
-- - -
I will try to gGt it out to you today. Are these employees all
Ketchum's?
>>> "Printz, Sandy" <Sandy.Printz@ketchum.com> 08120103 03:19PM >>>

In addition to the staff already on the CMS travel letter, below is the
list of addit~onalpeople that will travel for the Home Signs shoot. Is
it possible to get an updated travel letter to ~ncludeeveryone below by
Fr~dayafternoon or first thing Monday?
S
f.,
kt.
Please adv~se.
-
- Sandy 202.835.9426 d
Debra
. .
Hoffman -. RE: FW:

..
Travel List
. .. :__ -- -- - . -- .---
- -.. - - .,,
.... ..- - . .. . .
- ~~ ~. . . -.. . . . . . .. .~. . - - -.p . ~.. Page I
;..;.;- \
-

To: "Debra Hoffman" ~DHoffman2@cms.hhs.gov>
Date: 8/22/03 1 1 :44AM
Subject: RE: FW: Travel List
- Debra, will you please add b./

o the travel list. We will need this by cob today, ! you could
fax it to me at 202-835.9436, 1 would very much appreciate it.
:-
Name: Title:
b* - Project Supervisor
.'.
----by- is assuming the responsibility of a staff member is on maternity leave.
-,
.-
.--..
.. ....
.
-
.
.- -- .>
. . .. - .
--
. --z
. -
I am leaving at 2:00, so will-yourplease lei me know if this isdoable? - --..---
.- .. . __ ,. _._*.
Thanks, ::
-. ..
Sandy ,
Ketchum, Inc.
Phone No.: 202.835.9426
Fax No.: 202.835.9436
Email Address: sandy.prink@ketchum.com
-----Original Message----- ...c. .

From: Debra Hoffman ~ m a i l ~ ~ ~ o f f m a n 2 @ c m s h h s . ~ o v ]
- Sent: Thursday, August 21, 2003 9:25 AM
. - To: Printz, Sandy
Subject: Re: FW: Travel List. -.-..... .,.'J-+G,.%:
--
Sandy, Can you lease provide
,
their position title as well? Thanks.
. . -.
---.-
. I
>>> "Prink, Sandy" <Sandy.Prink@ketchum.com> 08120103 03:19PM >>>

list of additional people that will travel for the Home Signs shoot. Is
it possible to gekan updated travel letter to include everyone below by
.Fridayafterno-on orfirst thing Monday7.
-. ., . ..
. 4 .
. . . ._
-- . .-
-.
please advise.
-
Sandy 202.835.9426 .. -- - . - .- -
............-.--.--..--.--.--......-...---...-7-..7-.-.-.--...-.....-.--.-- -- .--
Debra Hoffman - RE: FW: Travel List
~ ~
.... .
<,.q ... ~
-. -- - .- - - . .. .
t?. .i
.

Date: 8122103 8:56AM
Subject: RE: FW: Travel List
- Debra, here are the names and titles of the.staff

-
we need added to the travel letter. -
Producer '.,,
? + ,,i /
Art director .- ., .
Writer ' k7 ,+
an aging Supervisor
- -
'
7
Sandy 202..835.9426
.. . -
-C--
....
..
.
-
.. .-
.
From: Debra Hoffman [maiItwDHoffman2@cms.hhs.gov]

-- ..
-:.--
-
- ---
.
. ~-.-
- - --
Sent: Thursday, August 21, 2003 9:25 AM ..

To: Printz, Sandy
Subject: Re: FW: Travel List
Sandy, Can you lease provide their position title as well? Thanks.
>>> "Prink, Sandy" <Sandy.Printz@ketchum.com> 08120103 03:19PM >>>

list of additional people t h d will travel for the Home Signs shoot. Is
it possible to get an updated*f&el letter to include everyone below by
- Friday afternoon or first thing Monday? -
Please advise. ..I=-.-9,,..- a.
Sandy 202.835.9426
. . . . . . s . .- .- . . .... ....... . ., .. . .
! Debra Hoffman - FW: Travel List ..

--.. _ .
. .
. - . - . . . .
Page :
I.--. '
:
: .:.,\
4
L
i
. .

Date: 8120103 3:30PM
Subject: FW: Travel List
.-
In addition to the staff already on the CMS travel letter, below is the list of additional peopl, hat will travel
for the Home Signs shoot. Is it possige to get an updated travel letter to include everyone elow by Friday
afternoon or first thing Monday?
Please advise.
Sandy 202.835.9426
.. --. ...-..---. . . . .-. ................... - -
. .. . -- .- -. . . . . . . . . . . . . . . . .
Debra Hoffman - travel letter - . . . . -. .... .- ... . . . . . . .
Page 1
,'f -i
From: "Prink, Sandy" cSandy.Prink@ketchum.com>

Date: 8125103 3:OOPM
Subject: travel letter
.-
Hi Debra, got your message ref the traverldter. If you-have faxed it, what number did you fa t to and, if
not, will you please fax it to 202.835.9436.
Thank you for turning this around so quickly.
Sandy
From: Debra Hoffman
To: Sandy.Printz@Ketchum.com
Date: 2/11/04 2:39PM
Subject: PROPOSED MODIFICATION 000002 TO TASK ORDER 0014
- Please see the attached. We are reque_stigga proposal by 2 0 0 PM on 18 February 2004
Please contact me with any questions. ~ h a n k s .

. . .
Debra A. Hoffman, CFCM
contract Specialist
-
Centers for Medicare 8 Medicaid Services
- 7500 Security Boulevard

Mall Stop U-21-15
--B&plo[e, MMD 2tZ44
phone: (410) 786-0517 - .. -.
fax: (410) 786-9088
Email: dhoffman2@cms.hhs.gov
CC: Jones, Mary

DEPARTMENT OF HEALTH &'HUMAN SERVICES
7500 Security Boulevard, Mail Stop (2-21-15
11 Febn
- =
Ketchum ..
ATTN: Sandy Printz
. 2000 L Street, NW; Suite 300
Washington, D C 20036 +
/.. 00014/PROPOSED MODIFICA-TWN 000002'

TASK ORDER..NO.
----
-- - -
-. . .
Dear Ms. Printz:
We request that p u submit a proposal for additional work to be performed as a modificatia o the subject
task order entitled '2003 National Multi-media and Education Campaign." We anticipate a a w d of a
Cost-Plus-Fixed-Fee task order modification for the additional work.
We request p u provide q ~ q ofy your proposal (original and one (1) copy), which details y r technical
approach for adding the adhkmal work as set forth in the attached statemnt of work. As p t of the
. proposal, we request that j o ~ ' ~ r o v i ad erevi-sed media plan to show how the additional fundl ;will be
--
allocated among the contractor and among the various television media (Broadcast, Cable, S tdication,
Networks, Print, possiblyJnten@, and Radio). The plan shall include, at a rrinimum, estim :d T W s ,
airdates, and the d a p r t mix as included in the previous media plan. Additimally, the cost oposal <hall
detail the costs associated with the additional work and shall be in suffi~-igtdetail toallow f a detailed
cost analysis. Please s u b d your pioposal by no later than 2:00 P.M. on Wednesday,- 18 F d i&rfr2804.
Your proposal should be sent to the following address:
.--. -
Centers for Medicare &Medicaid Services

-. - ----.. . .. ... . - A m . : Ms. Debw-A. Ho6fman, Cont-uct Specialist:=
. . .. .
-- Mailstop ~ 2 i 12- 15 "::- --
.~. -. -
7500 Security Boulevard . .
-
Baltimore, MD 2 1244-1850 - - - "
Alternatively, you may e-rnail your proposal to dhoffrnan2@cms.hhs.~ovor fax it to (410) 86-9088.
Please note that when considering whether to send your response via e-mail, our computer fa lity is run by
i"E&tfactor and we are not able to ensure the securityof any proprietary data that might be i~ luded in
your,response. - -- . - ..
If youhave any questions, please call Debra A. Hoffman on (410) 786-05 17.
..
Sincerely, ..- -
- --
Mary E. Jones
Contracting Officer
CUNTRACT SOP-01-0002
TASK OYDER 2014
1
statement of Work
I
.--
I. Additional Work
I
The Centers for Medicare and Mebicaid services seeks an additional Natidnal Multi-
Media and Education Campaign for 2004. The purpose and scope o f t h e campaign
and deliverables will remain t h e same.
-
-
I n addition, we wish t o promote t o our core audiences that there are n e q benefits
available since the passage of the Medimre Prescription Drug and Moder
---
o f 2003,- .:-
- -
- - = -
The consumer response s ~ u g h is
t t o get peoplezwith Medicare, t h e----..i r-cadgivers,
- %nd
those coming of age t o :
a Understand that Medicare isn't changing, there are just more benefits
yl
--
Be aware of their active role in making more informed health care choices
This campaign shall bridge t h e time period between t h e 2003 Fall carnpdign and t h e
Medicare-Approved Prescription Drug Campaign in May 2004.
"\"-
11. Requirements
-
s
The contractor shall furnish all necessary services, qualified personnel, materials,
equipment and f2fdflties;not otherwise provided by CMS, as needed t o plerform_the
requiremgnts of this Statement o f Work (SOW).
--
-- - -___
2.7
-
.- ^
Key objectiyes of this task order include:
The Contractorbhall work k i t h CMSeto plan, develop, execute, and --

national integrated multi-media advertising campaign t o be
2004. CMS and DHHS shall be Involved in all stages of development and
creative materials, media plans, and research design. Including (see de
previous sections),
Giinpaign Plan
The campaign plan shall include the follow~ngprincipal companents: creative
development, ad placement/purchase, consumer testing and assessment.
DevelcSpment/Production
Develop Ads t h a t are culturally competent and have universal appea t o all
audiences including African Americans and low-income beneficiaries.
All creative.materials,_graphics and text, are t o be approved with CM 3 and
DHHS.
- -
TASK O ~ D E R2014
1
Negotiate usage rights for television (following guidelines set forth by bhe Screen
Actors Guild), radio, print and Internet materials. Procure the proper ad usage -
rights for placement during the campaign. Consideration of efficiencies of
.- purchase for the campaign and future use should be included in the r/egotlation
I
options provided t o CMS for approval. Supply CMS with all usage rights
documents and associated fees for all creative and/or talent.

Develop and implement comprehensive, integrated media strategy that takes
- into account the diverse culture groups and people with lower incomes.
C o n d u d ail ad placements.
- - - * - evel lo^, with CMS1s a p p r o v ~a~strategy t o leverage paid media advertising
using earned media, partnerships, etc. t o promote arid ikinforc-e kefmks%ges
usingdhe many channels and points of contact within CMS incl"ding t c e brand
J
-
ldent~tyof Medicare & You.
Consumer Testing
Test market advertising concept(s).
-
Assessment +' %*?
Conduct comprehensive assessment of the impact of the campaign 01 people
with Medicare, their caregiverr; and coming of agers for both the general market
as well as the Spanish component of the campaign being handled by a separate
government f6fiifratt6r.
.* Produc- detailed reports on results.
Recommend next steps based on lessons learned. '-' . ..- - -- . __ __
"
B. Project Deliverables
/
i
- -__ A The Contractor shall provide technical professional services for the devel pment,
implementation; operdtion and mansgement, aria assessment of a.natio- 4 multi:. -
media campaign. The Contractor shall provide a wide variety of planning
coordination, strategy-developme-nt, -oversight, ~mplementation,and assessment in
defining and carrying out this campaign and its complementary marketinb
components.
.
r
0
I
CUNTRACT 500-01-0002
TASK O ~ D E R2014
Deliverables will include:

I
-- Deliverable Summarv- -
-
I Date 1 -
) Week'ly 1
.
1. Project Management Plan
2. Weekly Status-& Expenditure Report / Every s on bay, 12 noon
3.. Bi Weekly Project Report I Znd and 4thMonday
1 I each month !
.
- -_,
( 4. Campaign Plan
5. Research Plan
Creative Development, P r o ~ t i o n and-Finalized
'6-
7. Media Placement Plan & Purchase
8 ~ecomrnendatiohsfor ~ e x tS' t e ~ s
,
- -
Ads
-- --;-
I Contractorito Propose (
ont tractor; t o Propose 1
contract06 to Propose
C o n t r a c t 4 ia @opose I
~ o r i t ~ a t t o d~t or o ~ o s e1
1
1 9. Comprehensive P..r,oject Completion includingi-Lessons 1 Contract04 t o Propose- I

1 Learned 1
11. Reqular Meetinqs with CMS staff in Baltimore & D.C. I On Going 1 I
2
1. Proiect Manaqement Plan: The Contractor shall provide t o the Go ernment
Task Leader (GTL) a Project Management Plan, on a weekly basis,/which
includes the cr%cal path, decision points and dependencies, and risk
----
.-
- - identification/mitigation plan. The plan shall include a review/inclJsion of

any supplemental CMS media buys (e.g. regional offices). ~ d d i t i o h a l l ~
this
,
plan s h a l t - m r e minimum cost and labor efficiency in coordinatinb activities -.
relating to the design, -
implementation, and assessment of this project.
.. .. ,
- --- -;--
. ..
2. Weeklv Status & Ex~enditureReports: The Contractor shali;providi i 6 ~ e

. . GTL, on a weekly basis, a written status report detailing money spent or
obligated to--date; correlate money spent/obligated to work completed;
- - - - . . .. . .. expected expenditures . .
- - .over the 30 days following each weekly redort to
.-. ..
. ~
..
match &3ivitiks/rnedia buysahd other eifitinent info~mation~o~be~specified

--.. .--..
by t h e GTL as the.project evolves. Expenditure report shall include kstima?& '
for all costs associated- virith the campaign including labor, creative, . ..
development, research, media buy, etc.
3. BiWeeklv Proaress Report: The Contractor shall provide to the GTL! and the
n
,-< Contracting Officer an updated project plan, in accordance with ~ d c t i o nC.7.2 .,
of the base contract, for each project conducted under the .task. 1 formation
shall include, but not be limited to:
P Project milestones
>- Problems encountered and anticipated, recommended solutions
i: Deliverables due
F Deliverables submitted-and dates completed
F Key staff responsible
Subcontractor ~ n ~ i c e s / ~ o s t s
i
C ~ ~ T R ~504-01-0002
C T
TASK OQDER 2014
4 . Campaiqn Plan: The contractor shall provide a campaign plan that art/culates
the various communications and plans that they will provide to ensurd that CMS
is fully engaged in the planning, development, clearance and oversighlt of the
1
- campaign. This campaign plan shall include a creative brief t o ensure that there
is a mutual understanding of the goals of this campaign by all parties involved.
5. Research Plan: The contractor shall provide t o the GTL a plan that o tlines how
the campaign will be tested and assessed. The contractor shall provide a plan
-
for testing ad concepts and shall implement the plan upon GTL appro\lal. The
contractor shall conduct an assessment of the campaign t o determinelwhether
fie .intendsd audience was impacted by- the campaign for the general ,market.
I---, 'Specifically, the ~ o n t r a c t o r s ~ ameasure
ll whether there was an increase in .
general awareness,of CMS' information chan-neis, increiisgd usage ofdtje .= ---
information channels, understanding that Medicare isn't changing,th$ce are just .-
more benefits, increase in the target audience's desire t o seek information about
their health care coverage, increase In belief that Medicare is an excellent source
of health insurance and health provider information, and reactions t o , h e media
campaign itself. The Contractor shall provide plans for all intended audiences,
C
such as general audience, African-American, coming of agers.
6. Creative D e v e l o ~ e n t / P r o d u c t i o nand Finalized Ads: The contractor shall

provide ad concepkand finalized ads for TV and web media and other formats
.--
a s recommended by CMS in size/formats to be determined. Usage rights for
. each creative piece must also be included.
-4'. -,. .. 2
&
' ,
.
% .
.
-.
> Television: cable, syndication, spot/local, national

> On Line Medialweb: banner ads, microsites as appTopriate,to be, +, - --
determined
.- ..
7. Media Placement Plan and Purchase: The plan shall include national nd local
I
- --.---- .. . . .. media p l a ~ e m e n t... t h .-- timeIda$?!
s./ b u ~ s . w i cost, - media out!et, and I e t y ~ t l s i z e
..-. as
appropriate. -- _ -...-.-.
- .. -. a
8. Recommendations-for Next Steps: A report with recommendations for future

9. Com~rehensiveProiect Com~letionPlan: The Contractor shall provide t o the GTL

"" a comprehensive project completion plan that shall include "lessons learned"
and recommendations for future campaigns. _--..
10.Final Ads to be supplied t o CMS for Archival Purposes: The Contractorj shall
provlde t o the GTL all finalized creative materials, including supporting
paperwork regarding usage rights - - and contacts for renewing usage rights.
Materials files include:
CUNTRACT 500-01-0002
TASK ORDER 2014
. - , Rage 5 of 5
Print: Native graphic files and all supporting high-resolution artwotk and
fonts. Files must be Macintosh platform in Quark XPress, Adobe Photoshop, .
and Adobe-Illustrator.
-- P Radio: Master files of recording in format acceptable for future mehia
placement.
P Internet Medialweb: Finalized files for posting on the web in formet
acceptable for future media placement.
-
11.Reqular Meetings with CMS: The contractor will be required t o meet f k e to face
.. with CMS staff in both D.C. and Baltimore throughout the course of the contract
. .. . . . ..iin.
. . . . .asXOed-ed-basis
.. and regularly
---.- - . on a-schedule t o be defined
. .
. - .. - - .
- .-. - . - ...
111.
- .
. - - -- . -. -..-..
-. . . . . .
- -.--. -.
,--.. - - -. .
. . - . -.-
. . .
- --
...-. -
-.
-. .
As a result of this modification, the period of perfcirmance for this task ojder will be
extended from 19 May 2004 t o 30 September 2004.
-
ACTS Page i
--
From: Debra Hoffman

To: CRC Contractors
Date: 2/12/03 2:39PM
Subject: LRFP 03-002 UNDER CMS CONSUMER RESEARCH 8 COMMUNICATIC
CONTRACTS
-
Forwarding the subject solicitation entitle2 "Medicare National Multi-Media and Education Cai ~aignfor
2003" for your consideration. This campaign is very important to the Agency and therefore, \n are
offering the CRC contractors the opportunity to compete for this work. The subcontractors yc assemble
will be a significant consideration in our evaluationof your proposed team. You may contact I ?bra
off man at (410) 786-0517 or dhoffman2@cms.hhs.gov for a referral of successful subcontri tors in the
-- past two campaigns.
.
- '
....
Limited Wri#en.Proposals are due by 2:00 PM on Tuesday, March 4, 2003. Oral presentatior will be
-- sc&&ledthe'week of-March 10th. P l e ~ p r o v i d you?.BID/NO
e BID decision to Debra Hoffr n b y -
Tuesday, February 18th. At thaftime, you will also be scheduled for your-ora!presentation & I, A- ~ a ise
anticipated by mid-April.2003:-.-- -- -,-* -- _ . .. - .
--- .-.
.- --. .. -
.-
---.
. .--
.
. . .-
-. -
Questions may be directed to.the Contract Specialist, Debra Hoffmaii (dhoffman2@cms.hhs. IV or
410-786-0517) or the Contracting Officer, Mary Jones (mjones1@cms.hhs.gov or 410-786-5' 3).
DEPARTMENT OF HEAL~JP~JMAN SERVICES
Centers for Medicare & ~ e d ~ hSerwces
d .
7500 Secunty Boulevard, Mail Stop C2-21-15
Balmore, Maryland 21244-1850 CWERShAEDK;QRZBMmWDEPb9aFS
Acquisition and Grants Group I

12 FebAary 2003
TO: CONSUMER-RESEARCHAND COMMUNICATION (CRC)

CONTRACTORS 1
SUBJECT: LETTER REQUEST FOR PROPOSAL NO. 03-002 UNDER 1
- ---
- - - - CMS CRC UMBRELLA CONTRACTS
s -
. . - --- -. -- . . - ..
- ...-
TO ALL OFFERORS: -. , .. .-,
. .
. . .
.
- ----
.. ....
--
-. .
We invite you to submit a proposal in response to ths.Letter Request for Proposal [LRFP) No.
03-002, entitled "Medicare National Multi-Media & Education Campaign for 2004," for a
proposed task order we will issue under the CRC contracts. We anticipate award of a cost-
plus-fixed-fee task order for this statement of work. Your response must be in accdrdance
-
-
with the requirements set forth in Section G.2, entitled "Task Order proposal^,'^ of )your
master contract and this
1. -
.,' ..
correspondence.
BID/NO BID Decisions: Please submit your BID/NO BID decisions via e- ail to the
attention of Debra A. ~ o f h a (dhoffman2@.cms.hhs.~ov)
n by Tuesday, 18 ~ e b r u a q
2003. P1easeprev.id.e the rationale for any NO BID decisions at that time.
m - . .
..
- ..
. .
-
.. --
.-.-
- .-
.
-
--
:
;
2. QEestions: Please direct any questions to Debra A. b & a n -- , - = ""
( d h o f f i n a n 2 ~ ~ m s . h h ~or~(4
~ 10)
g 0 ~786-05 17), Contract specialibt;br Mary E.fones,
Contracting Officer (miones 1@,cms.hhs.~ovor (4 10) 786-5 163).
..
Proposal Due Date: ..Please submit an original and eight (8) copies of your written .. .
tccl&caland biiiiness proposal no later t h i s 0 0 PM local prevailing tirn4 on--7. .. .
-. .
Tuesday, 04 March
--. 2003
- .- to- the
- address
- listed below.
. .-
Centers for Medicare and Medicaid Services (CMS)

Acquisitions and Grants Group
ATTN.: Debra A. Hoffman, Mail Stop C2-2 1-15
7500 Security Boulevard -..
..
-Proposals submitted electronically are not acceptable.
Oral presentation materials.shal1 be submitted, in sufficient copies, no later than the

date of the oral presentation.
- Oral presentations are tentatively scheduled for the week
.-
of 1 0 March 2003.
Proposal Preparation Instructions: Offerors shall submit their propo!sals in
accordance with thqfollowing format requirements to assist the ~ o J e m m e n in
t
malung a complete and thorough evaluation of all proposals. Your proposal
shall address the following elements.
Limited Written Technical Proposal:

1. Executive Summary (5 page limit)
.\.
-Yuur siunmary m u a e m o n s t r k e a n overall and comprehensive app/oach for
s ~ c c e s ~ f u lmeeting
ly the objectives and requiremenis_of.this . .
-- . ..
.
. . . .. ---- -- - . . .
. .
..
2. Technical Understanding and Approach: (10 page limit) 1
(a) Describe your understanding, approach, and ability to s u c c e ~ s f umeet
l ~ ~ the
complex requirements set forth in the SOW,
(b) Present a work plan that illustrates in a clear, concise, and sound manner
-the steps in your approach to the work to be carried out in the SOW,
.
(c) Describe your qualifications and approach to perform the qualitd
'&\.
quantitative research,
and
(d) Describe your planto effectively execute this project, including access'to
a -r-
production studiosltalent and facilitieslcomputers, as necessary, I

requisite,./ data and information, resources, staff, expert consultan s, and
.
campaign that addresses the current

the results of the evaluation of the previous two campaigns.
.- .
3. Management Approach and

. . . . . .. . . ... . .. . .. -
.
1 . .*- ....
. .
(a) Plan to provide an

quality control
,
(b) Proposed team and its capability to perform the work,
(c) Plan to
-- included in overall campaign development,

(d) Process and ability to track campaign expenditures and p v i d e - t ~ m e l y
reports,
(e) Skilled personnel that are competent and experienced, and have he
requisite academic qualifications, relevant training and experiende.
I
(f) Resumes, not to exceed two (2) pages each, for all proposed key personnel
(as an appendix and not included in the page limit).
(g) Ability t o b e flexible and handle unforeseen contingencies in a timely and
seamless manner. I
LRFP 02-00?
Page 3 of 6
(h) Organization chart and management plan reflecting the respor bilities and
authority of the-~elevantpersonnel andlor organization involvc The plan
should illustrate the individual members of the work team. YI should
specify exactly how the personnel employed under this contra would
operate in the organization, their responsibilities, and the spec c amount
of time devoted to the project. The line of authority between : .I and any
.
subcontractors are to be detailed (as an appendix and not i n c l ~ :d in the
page limit).
.. .- -
-- -
4. Corporate Experience (2 page b i t )
.....
-- -
-- -- .
. . -_
-
_ . _
- . -
-
. . . .
- --
-- - - .- ..
. .
.. -.. -
(a) Demonstrate your experience in the-development of national f .lth

and health policy advertising campaigns, specifical targeting
the 65+ years of age population.
(b) Disclose any private clientele, which you, or any proposed suk mtractors,
have represented, that may be viewed to be detrimental to the blic health
(e.g. tobacco companies).
q,=-.
5. Past Performance (Attachment and not included in the I :e limit)
--
Provide........
.,4,
a list of at least three (3) references for same or similar se
.*+-.I
,ces within
the past three (3) to five (5) years that can address your capabilitie or thisiask
including-thefollowing for each project: projecttitle,
.. brief descri]
.- on,
compaiiy name',.contract number, of contaci (name anaphor nu*),
period of performance, and contract a'mount.
.&- .
Oral Presentation - Your oral presentation shall consist of:

.- -.. --
.. *-
1. Creative Approach
-- - -
This is a policy issue campaign. The purpose is to introduce 1-80(

MEDICARE as the definitive and official source of information a1 ut
Medicare for beneficiaries. Your creative presentation shall presel no more
than a total of three (3) approaches to the campaign, with at least c : being
humorous. The creative presentation shall be based on the-require :nts
contained in the statement of work and your proposed approach fo neeting
those requirements.
2. Model Media Buving Plan
Your Model M i a Buying Plan shall set forth the proposed plan f
purchasing the recommended media to maximize concentration of lvertising
LRFP 03-002
Page 4 of 6
to targeted audience while maximizing budgeted media dollars anc hall be

based upon the requjrtpents contained in the statement of work a~ Your
proposed approach formeeting those requirements. At a minimun the model
media buying plan shall assume 1,000 Total Rating Points (TRPs) ill be used
to gain r e c o s t i o n of the campaign message. (Please provide a h~ copy of
your proposed Model Media Buying Plan at the oral presentation).
- - -
-
We will schedule oral presentations tslast one and a half (1 -1i2) hours. 1
- bnE (I) b u r dedicated for your present&ion and then thirty (30) minutes 2
- - , --- -
an informal d i a ~ o ~ u e i e x c h &with
~ e CMS. You may not & s i t a prereco
videotaped oral preseiitaiion, however, you may supplement your preseata
avertising examples in written or audiolvideo format.
D. Business Proposal (No page limit)
The Government has budgeted $22 million for this effort. Your proposal I 1st provide
for an approach that will maximize the exposure and effectiveness of the c npaign
based on $22 miliion. You must submit a cost proposal supported by info lation
%..
which is adequate.to establish the reasonableness and realism of the eleme s of the
-
proposed cost (e.g. labor, other direct cost, indirect costs, etc). In addition 11 '
proposed subcontractors shall submit a complete cost proposal in the sarnc lrmat.
-,. ../
.4<-.-.s...
--..
Euluation Process: -The Government intends to award---a - task order resulti , from this
LRFP which represents the best value to the Government-at a fair and reas able --
price. This will be determined after evaluation of the proposals in accorda e with the
factors and stlbfactors in the LRFP.
....
.<
A. Evaluati~nFactors: The-techmcal evaluation factors for this requlr

-
lent are
- - . .. .
~ ~-.
. -.
listed below in descending order of importance:
-- - - - -
1. Creative Approach (Presented during the Oral Presentation
We will evaluate your oral presentation to determine the extent which

- your approach demonstrates creativity, effectiveness, and appro iateness
in reaching our target audience. .--.
...
2. Model Media ~ u y m gPlan (Presented during the Oral Presc ation)
We will evaluate,~yo.urplan to determine the extent to which it d nonstrates

an effective approach, including your use of TRPs, to reach our rget
audience and include an appropriate mix of media.
- 2. Model Media Buying Plan (Presented during the Oral resint tat ion)
- -
I
We will evaluate your plan to determine the extent to which it demonstrates

an effective approach to reaching our target audience and includes an
appropriate mix of media.
-
3. Technical Understanding and Approach (Presented in the writden
*
-- Technical Proposal)
-
--,
..
..
--- -
-
--- --
. -
. * -.- s
: -
-.
We will evaluate your technical prc~posaltodetermine that it isyxn.@ete 3
-.
arid demohstfates that you understand the statement of mrk=andare aware .. . .
. .
of the objectives and tasks required-to produce the desired We .
will Evaluate whether your proposal commits adequate resource!!to
complete/support the various tasks.
4. Management Approach & Personnel Qualifications (Presented iL the

Written Technical Proposal)
.," .
w e $11 evaluate whether:
Your proposed approach is reasonable, ensures successQl
. .. . -
.z-.-.-
completion
-. ,..,/
of the task order, and has adequate quality aisurance
procedures in place.
..e Your ability to successfully partneryi9 all parties, whether
..
subdbntractors or the to-ensure successful =

~ - -
. .
performance.
-- Your process for ensuring timely performance, includind ensuring
*
CMSysrole to provide feedback and approval is included in overall
- --- -- -. .. .- -
. ... campggn development, messaging, and eitecution. . 1 . -.----.- . -.
- - --
- . - --
. -. .. .
. . -. -.
Your ability to mange,monitor. and report on campaign 1

-- expenditure in a timely and detailed manner.
Your proposal demonstrates your ability to adjust and
quickly reasslgn or add human resources when
tasks identified in the SOW will not occur at a steady ratL
throughout the period, but rather will probably occur spokadically.
Your key personnel. and their competence and elifkrienck in the
skills required in the SOW.
Your submitted resumes of key personnel reflect a variety of
experience in similar tasks.
You proposed the percentage of time each staff member
contribute.
youhave provided information supporting their
you have proposed subcontractors.
LRFP 03-00?
6. Corporate Expe-rience (Presented in the Written Technical Prop sal)
Your demonstrated experience developing and assessing nation 1 health

promotion and advertising campaigns. Greater consideration w 1 be gven
to those contractors that can demonstrate their ability to specifir dly target
- .... -
--,
..
..
-
- - - . .--
.
. . - -
- .-
-
our audience.
- Business Proposal
- .
The~gov~nim~ntawill
EYaluation
. -
z*
2.
=:
. . . .-
perform a cost realism and tradeiff a m i s tt

-- - - .-..- . ~
- . --
-- .. -- ~.
..-
..- .-
detgmine . ~ - .
.-
.a
a
.
. --
- .
.-
--.----.
.
the best value for the government. Cost-realism means that the cost in an --
,
-
o f f e r ~ r ' ~ ~ r o ~are
o s realistic
al for the work to be performed, reflect I clear
understanding of the requirements, and are consistent with the varic IS elements
of the offeror's t e c h c a l proposal. The most important considerati n will be
your ability to maximize the exposure of an effective message to th
beneficiaries. The tradeoff analysis may result in an award to other han the --
. .~
--
highest twhnically rated offeror.
a-
.-
We are not committed to reimburse my costs-associated with the preparation or su mission of :
.
..a proposal nor to procure or contract for the services described herein. In addition. he
..L.&..
Contracting Officer 1s tKe ofly individual who can legally commit the Governrnenl the -7:- . . - ..
.. expenditures of public h.nd.s .in connection with the proposed -procurement.
___
- If yo^ lave any . ~
questions, please contact Debra A. Hoffrnan on (4 10) 786-05 17. .. .-

.- -
Sincerely, .-
-
. .
.- --. . ,. . . .. .. ... . . .... - ... . . .C

. .-- .
..-_
-.- . ~.
0..
.. .. -
.-
-. Mary E. Jones . -. - - - -.
.. .
Contracting Officer
Attachment:
..+Statement
I:) of-Work (7 Pages)
LRFP 03-002 SOW
paIge 1 of 7
Statement of Work
The Centers for Medicare & Medicaid Services (CMS), Department of ~ e a l t hand
- Human Services, National Multi-Media and Education Campaign for 2003.
I. Scope
A.
The
' Purpose
of this task order is t o ~ b t a i ~ t e c h n i cprofessional

al
~
I
services fbr the

.. d e v e r o p m t , execution, and assessment of-a national,
-' '--education ca-mpaign that promot& the informeduse of .- . ..
channels by people..withMedicare and their caregivGs and th5se . . -.-. ~
- --
(62-64) into the Medicare program. -. .
..-
... ---.
-. -
The consumer response sought is t o get people with Medicare, their careg/vers,
and those coming of age to:
Be aware of their active role in making more informed health care choices
Recognize the 1-800-MEDICARE #
Understand its pu p e
5
Remember the num er and use it when they have a need for i t
Use-the other information chanmls (www.medicare.qov, Medicare & You
.
ds--*% .*. -
Handbook) to learn more about Medicare.
The following are environmental factors, or "enablers" of the responses sohght:

Consider Medicare an important information source f&itEformatipn c o d e r w
health insurance and health care provider information.
Identify Medicare3 role beyond that of a claims processor
Build a f o ~ p d a t i o nfor branding Medicare as a source for trusted,
.. accurate.informatian. .- -. -
.- .--
The campaign shall: .. -- . - -

. -
.
-
.
.
Increase knowledge of 1-800-MEDICARE so people with Medicare know where to

go t o get help with their questions. (Knowing means current knowledge and
retained knowledge.)
' a e n t i f y the purpose o f 1-800-MEDICARE such that people know its purpose, the
telephone number, and remember t o use it when they have a need for it.
Increase awareness of the individual's active role in making health carelchoices
Convey that 1-800-Medicare provides accurate, reliable, understandable, and
relevarit consumer information and resources to help people make informed
decisions about their health czlre coverage. 1
Associate www.medicare.gov a s t h e Internet alternative resource for 1-800-
MEDICARE. - .-
Build knowledge of the array of information ava~lable.

..
. s I
LRFP 03-002 SOW
Increase awareness of the family of information resources available to get help

with questions about Medicare, including 1-800-MEDICARE, www.medikare.qov,
the Medicare &-You handbook, the State Health Insurance Assistance p'rograms,
and other partnerships. -- -
Background
I n order t o make informed decisions about receiving Medicare

- need t o know that:
+
..
- They-ha= a r g e in making health care-.decisions
.... . -.-- -.
* s-: --Options exist. .. . .
-
. .-
- --
Personal needs can and sh-guld drive choices made -
Medicare provides quality, dependable information to help
Medicare options to be compared include choice oflfor:
Health plans
Service providers
Preventive benefits
Supplemental and.J%bcillary insurance, including assistance for low incohe
beneficiaries
-
- Other as recommended by CIYS-
his contract will w a n . integrated multi-media approach t o successfully 1 -.. . . . ..
- .. - this information to target audiences in creative, meaningful ways.

communicate
Challenges:
The majority of people with Medicare are passive or reactive health care
-...
information seekersldecision makers
he
. .
I
~ e d k a & p u b k i srelatively u h w a r e of W Medicare information Eesurcesl.
--
-.
People with Medicare.think of Medicare as an insurer/claims processor vs. a

provider of ~ e d i c a r e l n f o r m a t i o n ~
-
I
Strong n'ame recognition of Medicare and a legacy of trust among beneficiaries.
[Name recognition is not a challenge rather it is an opportunity.]
. ..
People with Medicare know relatively little about Medicare plan options, benefits,
-slrjpplemental -insurance.
People with Medicare like person-to-person contact such as through 1-800-
Medicare or through certain options on www.medicare.gov.
. .
Target audiences:
Primary: People with ~ e d i c a r & - - - -

Secondary: Caregivers those "coming of age"
4 ,
, W ?
-. I
i
LRFP 03j002 SOW

Page 3 of 7
I
C. Definitions
Multi Media Campaign: Specific produ,cts will include development,

.. placement of paid advertisements for television, radio, print, and web mebia as
recommended in campaign planning.
Medicare Information Channels: CMS Medicare primary information channels are

the toll-free telephone help line, 1-800-MEDICARE and on the web,
- www.medicare.gov. Other information channels include the Medicare t? You
- - -
handbook, the State Health Insurance Assistance Program, and regional and
partnership:-outreach.
-- - .
Medicare .Program ~ ~ t i o n.Choices

s:
.
a -
that benefi&ri& ca" *f%, irid@irf$/
- gh&e!ofr
health plan, supplemental and ancillary insurance, service provider, programs'to -:,
. .- .-
- .
-.-..
- ..- --
assist people with low-income and limited assets,-and preventive benefits! -. -
Medicare Beneficiaries: People who currently receive Medicare services.
Caregivers: People who help or support beneficiaries making Medicare deqisions.

I
.
. ...
-- - -.-
-
Coming of Agers: Peo* 62-64 who will "age in" to the Medicare .-.-
11. Requirements *
The contractor shatlIYmish all necessary services, qualified personnel, mdteria~s; --..
gquipment and fac~lities,not otherwise provided by CMS, as needed t o pe/form the
- --
--
requirements of this statement of Work (SOW). -
. .- =I ." -- =
Key p f this.ta.skprder include:

.*
. .. -
-. . -
..- - .- -.-
.-..
--
i;
Work with CMS to plan, develop, execute, and assess a national integrat d multi-
media advertising campaign to be conducted throughout 2003 with an em hasis
during the fall, (October, November and December). CMS and DHHS shal be---
involved in all stages of development and review of creative materials, media plans,
and research design. Specifically,
...7 -:-
Campaign Plan .--.
. .
Develop a workplan, including timeline, critical dependencies and key ( ecision
points for a 2003 campaign using the industry best practices and build ng off
lessons learned from the 2001 and 2002 campaigns. The campaign pl In should
include four principal components: research, creative development, ad
placement/purchase and assessment.
--
Research Plan/ Execution
Review extensive research conducted by CMS for previous campaign and
communication efforts.
- Supplement existing research-with consumer testing of campaign m a erials.
Analyze industry best practices,;research, and results of 2001 and 2002
t
campaigns including lessons learned t o develop the 2003 campaign plan.
Creative Development/ Production

-
Develop Ads that are culturally competent and have universal appeal th all
- ..
..
..
audiences including African American9 and low-income beneficiaries.
- All creetive mgterias, graphics
G 7 - --cMS
.
- and 6 ~ ~ s . . .
-.- and texl,are
.,.-
.- t o be carefully coordinated with ..
. . .
Supply CMS with a l i usage rights d ~ c u m k . > n d

a n d / o ~talent. .. - ~
ass6ciSfFd f e q f i r a c ? e t Y e '
. -

Develop and implement comprehensive, integrated media strategy tha takes
into account the diverse culture groups and people with lower incomes.
Conduct all ad placements:
t
Develop with CMS a strategy t o leverage paid media advertising using earned ... --
media, p a r t n e r s h i p ~ e t c t. o promote and reinforce key messages using the ...-
many channels and p.oints of contact within CMS including the brand identity of
- Medicare & You. A
A
Consumer T e s t i m * . "' ---

- - --
--
0' Test ma'fket advertking concept(s). .-- ,- : --
e LRFP 03-002 SOW
Assessment
Conduct comprehensive assessment o f the impact of the campaign on people
with Medicare,-their caregivers, and coming of agers.
-. Produce detailed reports on results.
Recommend next steps based on lessons learned.
B. Project Deliverables -
CMS requires technical professional services for the development, implementation,
-
. -
operation and management, and assessment of a national multi-media campaign.

. . .~
The .~Contrzrctor
..
shgll provide a wide variety:-of planning, coordination, stratkgy ..
-development, oversight, implemeritation, and assessment in defining
out this campaign and its:co.mplementary marketing-componT~-ts..
. . - .. . -..-- . - - -.
.
.
.-
.- .-
-
-
- ---.
.- .
Deliverables will include.:
7
Deliverable Summary Date I
1. Proiect Manaaement Plan Weeklv 1
2. Weekly Status & Expenditure Report Every Monday, 12 noon -- --
-
3. Monthly Pro'ect
J PIaW 1"~- -4
4. Campaiqn Plan A TBD 1 .-

-- 5. Research Plan TBD
6. Creative Develo$xnm.t, j?roduction, and Finalized Ads 1 TBD -- -
7. Media Placement Plan & Purchase I TBD
8-Recommendations for Next Steps - - TBD
- 11 - - ----
9. Comprehensive Project Completion including, Lessons TBD 'I-
Learned 1
10. Regular Meetings with CMS staff in Baltimore & D.C.
. On Going 1 ..
+
I . --..
-. - -- - .. ..
1.. Project Minabem&%-+la"/ T h e Contractois62dl provide to the ~ o. - v. e. y .-
.-
n d- .e.-.
- n. t ~ a s k .
Leader (GTL) a Project Management Plan, o n a weekly basis, which inclides t h e -
-. critical path, decision-points-arid-dependencies, and risk identification/mitigation .-
plan. The plan shall include a review/inclusion of any supplemental CMF media
buys (e.g. regional offices). Additionally, this plan shall ensure minimum cost
and labor efficiency in coordinating activities relating t o the design, 1 .
,..'iplementatim, and assessment of this project.

--. .
Weeklv Status & Expenditure Reports: The Contractor shall provide t o the GTL,
on a weekly basis, a written status report detailing money spent or obligated to
date; correlate money spent/obligated t o work completed; expected
expenditures over the 30 days following each weekly report t o match
activitieslmedia buys and other-pertinent information t o be specified by the GTL
as the project evolves. Expenditure report shall include estimates for all costs
associated with the cambaTgn including labor, creative, development, research,
media buy, etc.
3. Monthly Progress Report: The Contractor shall provide t o the GTL and the
-
Contracting Officer an updated monthly project plan, in accordance with Section
C.7.2 of t h e base contract, for each project conducted under the task.
Information shall include, but not be limited to: I
~
9 Project milestones '
' Problems encountered and anticipated, recommended solutions
3 Deliverables due
> Deliverables submitted and dates b m p l e t e d
.. P.. . .,Key.staff responsible .. -
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4. C a m ~ a i q nPlan; The contractor shall provide a campaignz$an t h a t a r t i c d a k

- . -
the various communications and plans that they will provide t o ensur&(thatCMS -
is fully engaged in the planning, development, clearance and oversightl of the
campaign. This campaign plan shall include a creative brief t o ensure that there
is a mutual understanding of the goals of this campaign by all parties ipvolved.
5. Research Plan The Contractor shall provide to the GTL a plan, which outlines
how the campaign will be tested and assessed. The contractor shall pqovide a
plan for testing ad'~$nceptsand shall implement the plan upon GTL approval.
The plan shall include a test market and an assessment of the impact in the test
-
- market. Based on the test market, ads may need t o be revised based on
. findings. The contractor shall conduct an assessment of the campaign t o
determine whe€h'$r fhe'lntended audience was impacted by the campa gn. =
- S p e c i f i ~ l l y ,the Contractor shall measure whether there
-- - was an increale in
general awareness of CMS' information charmels, incieased usage of q e = =
information channels, increase in the target audience's desire to seek
information about their health care coverage, increase in belief that Medicare is
an excellent source of health insurance and health provider informatio4, and
- -,_ _ reactions to the media campaign ifself. The-Contractor shall provideplans for all
intended audiences,'kuch as general audience, African-American, coming o f =
-
agers, and caregivers. -- - - - - .
6. Creative Development/Production and Finalized Ads: The
provide ad concepts and finalized ads after test market for print,
web media in size/formats t o be determined. Usage rights for
"fp~ecemust also be included.
P Print: newspaper/Sunday supplements, magazine

3 Radio: local, national, syndicated
> Television: cable, syndication, spot/local, national
3 On Line Media/Web: banner ads, microsites as appropriate, to be
determined
- --
LRFP 0 302 SOW
-
ge 7 of 7
7. Media Placement Plan and Purchase: 'The plan shall include national d local
media placements/buys with cost, time, date, media outlet, length/s as
appropriate. -
- -
8. Recommendations for Next S t e m : A report with recommendations future

9. Comprehensive Prolect C o m ~ l e t i o nPlan: The Contractor shall providc
-
- 3 the GTL
... a comprehensive project completion pfan that shall include "lessons I rned"
--
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- - -an.drecomqendations for future campaigns.
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10. Regular Meetinqs with CMS: The contractor&llbe requrieato
with CMSstaff in both D.C. and Baltimore throughout the course of the I
as needed basis and regularly on a schedule t o be-defined in the project
111. Period of Performance:
The period of performance for this task order is from April 15, 2003 thro h April
Message Page I of 1
0
Smolenski, Mark J. (CMS)

-
From: Parker, Felec~a[felec~a.parker@ketchurn.corn]

Sent: Thursday, April 21, 2005 11:32 AM
To : Srnolenski, Mark J. (CMS)
Subject: Task Order 14 Invoices
- - -
Mark-
I have verified with 13 as well as our accounting staff. there are no ou

Task Order 14. We will not be sending any more bills. i believe there is approx~matr
unbilled. \\
felec~aparker@ketchurn corn ..
Ketchurn. Passion and Precision in Communication.

..- - ... - . ._ __
- . -
Debra
. . . . . . . . .Hoffman
.......... - RE. MODIFICATION
_i___..._ - TO C O N T .R.A
.C~
. . . . . . . . . . . . . -_ _ . . . -. . ........... Page
..?.
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.~..7...
From: - "Prink, Sandy" <Sandy.Prink@ketchurn.com>

To : "Debra Hoffman" cDHoffrnan2@crns.hhs.gov>
Date: 8/28/03 12:15PM
Subject: RE: MODIFICATION TO CONTRACT
.-
Debra, I have not received the contract d the mod. I will return both to you as soon as I receiJe them
Sandy
Ketchum, Inc.
Phone No.: 202.835.9426
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. --
Fax No.: 202.835.9436 -\.
Email-Addre~s,sandy.printz@ketchurn.com
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----Message-----
------Original
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From: Debra Hoffman [rnailto;DHoffman2@cms.hhs.gov]

Sent: Wednesday, August 27, 2003 5:22 PM
.. . . .
To: Prink, Sandy
Subject: MODIFICATION TO. CONTRACT
Can you tell me the status of the contract mod and when I can expect to
receive a signed copy back; by FAX is fine.
Thanks.
..>' .
L-.
.
. -- PA -- -.
- -- - - . .
. -- -.- - _ .
. -_ - .
a. . . . - RE:
~ ..r .Hoffman . MODIFICATION
.. . ...i., TO CONTRACT-
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.. . .. . . - . ... .- . Page 1
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From: "Printz, Sandy" <Sandy.Printz@ketchum.com>

Date: 8/28/03 12:54PM
Debra, as you know, the Advertising cari$aign is well underway and is developing the d a t i v e and lf
soon National Media will secure the media buy. I am sure yovare aware, there will b e a lot tbf up front
costs for the ad buy and the creative. Is it possible to receive an advance for both the creati'e and media
buy? I know some government agencies will allow a pro-forma invoice for advertising, beca"se no one Y
will put up a billboard, unless you pay for it first. We could invoice in installments, if this woup work, but I
definitely need to discuss with someone. Also, how do you feel about Ketchum invoicing CMS twice per
month on Task Order No. 0014 to help alleviate thesash flow burden.
- . . ..
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. - - -- -7.7 - - - . -7-~..
I --:.. - -- - -.
. .
Sandy -~
. . .. .%.
. 1.".-T- - .
.
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Ketchum, Inc.
Phone No.: 202.835.9426
Fax No.: 202.835.9436 1
Sent: Wednesday, A ~ g u s t ; 2 ~ ~ ~
5 20 20 PM
3
'+;,
To: ~ r i n t zSandy
,
Subject:MODlFlCATlON TO CONTRACT
Can you tell me the stajy$+,ofthe,.contract mod and when I can expect to
receive a s~gnedcopy back; by FA^( is fine.
- .: c- . . .. . .=---- I
Thanks. .. -2- L . - . ----
... _ __ .. ___._-.p -.
lebra Hoffman - RE:.~MODIFICATION

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TO CONTRACT
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From: - "Prink, Sandy" <Sandy.Printz@ketchum.com>

Date: 9/9/03 1:56PM
. -.--
Debra, I have given some thought to oar eonversation yesterday and I am wondering if CI is willing to
give Ketchum a letter of credit. If so, how long will it take to process the LOC?
Let me know.
..
Sandy .
. -
. ~et&um;-iic: ,. -- . - ---- -- .
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Ph-one-No.: 202.835.9426.. - - -
Fax No.: 202.835.9436 . - .- . = -
Sent: Friday, August 29, 2003 8:48 AM
To: Printz, Sandy
I am faxing the docurnent,to you again. I will then both the mod and
another copy of the contr&$io you by USPS.
-
>>> "prink, Sandy" ~Sandy.Printz@ketchCim.com>~08/28/03
12:04PM >>>
Debra. I have not received the contract or the mod. I will return both
to you as soon as I r~~~ them
Ketchum, Inc.
Phone No.: 202.835.9426
Fax NO.:202.835.9436
.- --.---
. . . . .. Email Address: sandy.printz@ketc_hum.com
.-. _--
-----Original Message----- .-
- From: Debra Hoffman [mail~a:DHoffrnan2@cms.hhs.gov
Sent: Wednesday, August 27,2003 5:22 PM
To: Printz, Sandy
Subject: MODIFICATION TO CONTRACT
.Gan.'you tell me the-status of the contract mod and when can expect
to
Thanks:
Mary Jones - Re: ÿ etch urn TO 19, LRI 34-003, LFO to Task Order 3 Page 1
From: Mary Jones

To: Prmtz, Sandy
Date: 7116104 557Plbl
Subject: R-e: Ketchum TO 19, LRFP 04-003, LFO to Task Order 3
- Dear Ms Prrntz -- -
You are invited to submit a proposal in response to the subject

solicitation entitled "Post-Analysis Testing of th.e Firststep Project"
Questions are requested in writing by July 21, 2004. Written Technical and Cost Propo: are due to
-
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CMS, Attn: Jaime E. Galvez, contract speciaiist,
... by.2:00
- PM
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Wednesday, July 28, 2004. Award is"expected by September 16, 2004.
..
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-I--, :~Lh6's6Iicitation-$&kage
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is attached. --mank you foryour interest in
the programs of the ~enters'forMedicare & Medicaid SerVices.
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Sincerely,
. .
Mary Jones
Contracting Officer
DEPARTMENT OF HEALTH & HUEclAN SERVICES
Centers for Medicare & h,Iedicaid Services
7500 Securih Boulevard, h4ail Stop C2-21-15
Baltimore, h4anland 212441850
-- Acquisition and Grants Group -- .- 1

Division of Program Contracts -- 1
July 16. 2004 ~
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.->;:-
.-
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Ketchum
ATTN.: Sandy Printz
2ooo-~'s~N
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uite 300
&.-MI.
~ ~ -- .
Washiriigon, DC 20036.. '

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Subject: Letter ~ e ~ & For
.-
s t Proposal Number 04-003 Under The Centers for MI dicare and

.. . .
k .
Medicaid Services (CMS) Consumer Research and Communications (CRC) Umbrella

Contract Number 500-0 1 -0002
Dear Ms. Printz:

. ... - ...-
,.....> .
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You are invited to sub?% a proposal in response to this Letter Request For Proporla1
- (LREP) Number.04-003 for a propos-ed follow-on task order to Task Orders 0003 under-.
the subject contract entitled "Post-Analysis Testing of the Firststep Project". The
specific work to beperformed under this task order is a follow-on to the efforts uider the-. . . . . ~, . , _ -. .;
Program Information For Professionals Who Work With Persons Who Are Homefess.
- he ~ o v 6 m e nantiiipates'award
t of a Cost Plus Fixed F e e ~ f e P F Ftask
) order folr - , ".-
this .<---
statement of work. The anticipated period of performance for the entiretzk order is
from Sept 16,2004 tjuough April 15.2005. Your response must be in aecordance with
the requirements set forth in Section G.2 entitled "Task Order Proposals .-.
- .- .
- -:.<-. - . . .- subject contract and this copespondence. . .- -- - _
. .-. ..-
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Please prepare and submitone ( 1 ) original plus three (3) copies of your proposal n the following
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format:
I. Technical Proposal:
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Please submita detailed technical approach for accomplishing the work under this S O W The - < I b
pioposal shall have information on the assumptions used to formulate the8timades for the
prop.osed activities, Work Plan, Staffing P.I.an, and Key Personnel. I
2. Cost Proposal:
. ... .-
Please submit a cost proposal detailing the breakdown of the cost Plus Fixed ~ e (CPFF)
6 for the
Post-Analysis Testing of the RrstStep Project described in the SOW.
You mlust submit your proposal b y 2:00 P.M. I ocal plrevailing time on W'ednes y, July 28,
2004 to the address listed below.
..-
Centers for Medicweand Medicaid Services (CMS)
ATTN.: Jaime E. Galvez, Mail Stop C2-2 1 - 15
a.
. Diject any questions to Jaime E. Galvez on (410) 786-5701 or the undersigned o

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:
5
5 163.. bfiuly.2 1; 2004. . .
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Sincerely,
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Mary E. Jones
Contracting Officer +,
\*% ;
- Attachments: (1) statement of Work45 pages)

LRFP 01-003
STATEMENT OF WORK
For
Post-A izalysis Testing of tlz e FirstSttp Project
I. Purpose
In fiscal year 200 1,;the Centers for Medicare and Medicaid Services (CMS) fundec 3 project with
Ketchum to create and disseminate basic information on various Federal!State pro! ams that are
-available to assist persons that are homeless. In Fiscal Year 2002, CMS joined in 1 ~rtnership
with Housing and Urban Development (HUDq to create more detailed, educational nformation
-: for-use by caseworkers. other providers, plan administrators (collectively referred t as service
. . pio\.idb;s)'&3faie. local,-and prowam adminiltrators (collectively referred to as :cision '
makers). In fiscaI year 2003, .we enhanced the project by-including~fifoma.~~on oiT &o'sdditio5al
-.--. -
programi (VA ~ o m ~ e n s a t i o n ' a nDOL7s
d One-Stop Career System) and fi :t sheets I ,,
(cheat sheets for service,providers to quickly utilize a d ' c o p y for their homeless cli nts). In
March 2004, the deliverable was met when the product, known as Fi~.stStep,was rc eased as a
CD-ROM and went up on multiple Federal websites.
In Fiscal Year 2004, we are requesting a follow-on to conduct a post-analysis for tl : purpose of
identifying ways to enhance the Firststep product. We will use the "lessons learne " from the
analysis to make futur6 qiodifications of this product, if deemed appropriate.
While CMS will be the only funding Gartner for the post-release analysis, we expel HUD, the
Social Secunty Admjgis~atign(SSA), the Department of Labor (DOL), and the Vt erans -. ..
Administration (VA) to remain active partners in this effort.
11.
-
Background
---- .--
Homelessness has pei-sisted as a national issue for almost two decades. Knowledg about who
- - - - ..,
experiences homelessness
. . . ... on. . a chronic,
r .- . re-occurring basis demonstrates that povei
or chronic disease, and ahousing crisis (Eg.? lengthy%%spitalization,an-ears9n.ref
j.a disability
or -mortgge,
eviction by parents/spouseiroommate, etc) interact and lead to a loss of housing an lengthy or
-. .
recurierit episodes of hoEielessn&s'f6r &me individuals. Lack of housing and co pounding
health and 'support needs make persons that are homeless among our most vulneral e population.
Many of the largest Federal programs, such as Medica~d.Medicare, Social Securit: Income
'(ssI), Food Stamps, and Temporary Assistance to Needy Families (TANF) are av: lable to
improve the health and welfare of the population that is homeless; yet, mar$'servic :s are not
accessed. Instead. persons who are homeless receive services through targeted prc rams that
have limlted funding and services scopes. When questioned, individuals who wert previously
homeless indicate that they were "unaware" of the availability of the programs or " venvhelmed"
by the procedures necessary to becotneenrolled in the programs. When they did h ar about a
program, they reported to spend hours on a pay phone trying to find the right numk r, and the
nght person to talk with a b o u t x e programs.
Addi.ionally. caseworkers. other providers. plan administrators. state and local adryinistrators.
and local community workers report frustration at the nuances of each program and the lack of
coordination among programs. They state that they spend their limited lime tryingto track doun
phone numbers and information for persons who are homeless instead of proridind the senices
-- they need. .- .-
Research has shown that there is a high turn over rate among caseworkers. outreacb workers. and
I
gthers who provide direct assistance to indhiduals attempting to access services. This hirh turn
over rate is compounded by the fact that these individuals need to have a high de&e of technical
- -=
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.
~
knowledge to perform their functions.
~. i =, i.
t
: ,4dditi6naTly;asnbw systems are neated for delivering health services to the ~ e d i i a r eand'
Medicaid population (e.g:knaged care), there is a ri6w host of prowiders whod&ot
-=. .: -
have
experiense with mieting the b&ds of individuals who are homeless. These prdvidks must b e ; .. .-
I
given th; tools to assist,them as they become accustomed to providing this type of lassistance. In
interviews conducted with these professionalsl while they believed that in most ca
best positioned to assist a homeless individual in accessing programs, it was consi
conveyed that it is the Federal agencies7responsibility to provide up-to-date infodation about
the Federal programs that are available, as well as suggestions on how to effective1:yassist
individuals who are homeless in accessing the programs. 1
3'
>.\
The Department has a long-term commitment to end chronic homelessness. AS a ban ofthe
strategy, several Federal agencies invested a significant amount of time and r e s o ~ ? ~ to e s develop
-
3 Firststep. a..(.. ."*
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1
Since it's release, the initial feedback indicates that the Firststep users are finding it to beBn
effective h o l and that*theprogram information provided is c a p - e h e n s i v e and easy to navigate
.- - + = -
111. Scope
.- . .
The target abdiences for

.- .
conducting
. . - ..- .
a post-analysis are the users of Fi,stStcp. ~ h j includes
s local
E l
'
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community sitis;pro~id~rs,case managtrs. and quti&ch workers: T h e goal. * is toassure
:._ =_- that the
_ L C . . i ._:
professionals that are best positioned ..

to. assist individuals that are homeless provide feedback on
the usefulness of FirstSrep. - - - -- - -
The Contractor shall furnish the personnel. materials, services, and

conduct a comprehensive analysis of the usefulness oERrxtStep. The Contractor
' %&usgroups and/or interviews with the users of Firststep. The Contractor will
groups and/or surveys to make recommendations for changes or future
(e.g., train-the-trainer presentations. changes to program contents, redesign of layllut, screening
tool, etc.). I
IV. Obiectives ~-
The key objective of this conmct is to determine what enhancements or recommdnded changes
are needed to the FintStep product to derive optimum benefit to individuals who h e homeless.
V. Requirements
The Contractor will design and implement a strategy for conducting a post-analysi:
FinstStep. Specifically, the Contractor will determine:
- -
1 . Whether, and to what degree. FirstSrep has reached its intended audience.
2. Whether CMS and Gs partners, based on step 1, need to further market the.
the intended users.
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3. What specific marketing approaches ~ M and
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S its partners should consider 'the findings
- :indicate that additional marketing apprbaches are warranted.
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In addition, the Contracror will-conduct focus groups and interviews with m r s o f ,
r -*..-. . ~. =-
-. . . .
Identify proble&s and weaknesses in regard to the layout and content of thc
tool, and make recommendations for changes, if needed.
Determine if there is a need to develop a train-the-trainer presentation and what

information needs to be a part of such presentation.
.J
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Determine what -t.ypes of additional information users would like included in FirstStep.
~,
Identify and test available screening tools (e.g.. \vw\i..benefitscheckup.orcto determine

.e*., -
if any ex~sfingtoorrare sufficient in assisting individuals who are homele s or if there is
.I.
a need to develop a-stand-alone screening tool as part-.-of a future modification to the

Fil-ststep product. , -- -
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1- ~ . - - .. Z
Make recommendations on other modifications. enhancements, or new todls that CMS

and its partners could develop to ass~stcaseworkers and decision makers ih learnmg .-,
abeut vacous-FgderaHState p r o a m s so they-can more effectively assiSt $,ersons that are
homeless. Additionally, describe cost iniphcat~ons associated w~tKfhedeTelopmenTof -
any recommended-mod~ficatmn..enhancement or new tool.
The Contractor shall provide a variety of planning, creation. testing and coordinat/on activities to
accomplish this goal. Further. the contractor shall be responsible for all stages of focus p u p
- ..participation and-interview development. Independently, and not as an agent of tde Government,
the contractor shall furnish all of the necessary services. qualified personnel, matekal and
equipment, and facilities, not otherwise provided by the Government, as needed td perform the
requirements of this Statement of Work (SOW). The Contractor shall work and ihteract on a
regular basis with a CMS planning group and provide a final written report detailing the activities
and recommendations of the contractor. .-
In addition, the tasks associated with the evaluation of the FirstSfep product by c{mponents. the
Contractor shall perform the following requirements: 1
LRFP 04-003
A. &ck-off Meeting: Participate. via phone, in a kick-off meeting and orientatiod to discuss the
tasks. The Contractor and GTL shall mutually determine the time and date of tpe meeting.
The Contractor shall be responsible for advising the GTL in setting agenda and hosting the
meeting.
B. Work Management Plan: The Contractor shall design and implement a ~Gorkdanagernent
plan for ensuring maximum cost and labor efficiency. This plan must promote' economies of
I
_
scale in carrying out tasks and in ensuring that the government does not pay t w c e for related
tasks that have been previously funded. The Contractor shall develop a draft and final uvrk
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management plan in accordance with Seqion V_ Deliverables. The GTL will &view the draft
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. and p r p i d e feedback to the Contractor within one ( 1 ) week after receipt.
-. . -
-.
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C. GTL Meetings: ~articibatein regular bi-weekly:m'eetings between theGTL

maiagement st'aff tdrkvikw'major issuesimiIestones including:
:=
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a* eowaCr
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;
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i Progress over the past week; -.
k Upcoming activities for the next week; i

h Issues that have arisen and recommended solutions; and 1
CMS may indicate that less frequent meetings are necessary during various stakes of the
project.
D. Monthly Status Rtiparts: Provide monthly contractor status reports on activitie and
deliverables. The f i k report will be due 6 weeks following the effective date bf the !ask
B . ..
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= -::=
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order. Thereafter, the report willbe due the 15th of each month. Refer to Section F.2 of the
., :, guidance.
Base Contract for further sAt,.4o~ * m
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:
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- CMSGomrnunication &Meetings: Participate in CMS cMferences or meetinks upon request

of the GTL. The p&-pose of the meetings will be to provide updates d d ' h e sta$u~ofprocesses '
or deliverables and to raise any issues requiring CMS attention.
r=
F. Final Report: Prepare a final report at the end of the contract summarizing ex{enditures.
- . .
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lessons leamed fi-~m~research condutted and reccimmendations for future.modjfications, :=.: I::
' enhancements or new tools, along with cost implications associated with such
.. . .
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recommendations. --
Vi. Deliverables
.. .
'hither, the Contractor shall submit two (2) copies of the evaluation findings to the GTL that has
been prepared in Microsoft WordiExcel or other compatible software, incliithng re/cornrnendations
for corrective actions for any deficiencies found. The Contractor shall also submit a copy of the
transmittal letter for each deliverable to the Contract Specialist at the address specified on the fiont
of the t k k order.
DELIVERABLE SCHEDULE
- I Work Management Plan to

all stages of material
-4 -
1 ?copies GGTL
I
/ Draft: $0
I contractdrys proposal
he included with tilr
and dissemination. ' Final: 41

the time of the kick-of,'
1 with ample opportunity for CIMS , meeting1
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1 review and clearance of draft and
- ~ : -final praducts.
p -. :
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artlclpa& iniki&-off meeting
and orientation session.
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Reports (GTL
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To all meeting participants and

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Three \+leeksatiei cbntractor
agrees* thesasks.
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By clo&&f blisiness, tyo days
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1and CO status meetings)

%
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G LT after thk date of the meeting. -. -.
Monthly Status Report 3 copies to GTL. 1 copy to

, Contracting OfficerIContract
1
I
Specialist
Final Report detailing activities
and recommendation^ (including
3 copies to GTL
i
Draft: our (4) weeks prior to
end of qontract . .. - - -..=
cost implications ass'&&ted with Final: The last day of the

- implementing recommendations) of perfdrmance.
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Governnsnt Project ,OfJicel-

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The period of p&-fomakce for this Task Order shall be September 16.
2005... -- - ~- - .,-
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DEPARTh,IENT OF HEALTH & HUR.l..ANSERVICES
Centers for Medicare & hledicaid Services
7500 Securihr Boulevard, Mail Stop C2-11-15
Acquisition and Grants Group .= -

1
Division of Program Contracts
July 7. 2004
Ketchum N
ATTN.:,Sandy Printz
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-. .. - ': 21100;~'~treet:
N.W. ~.
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Suite 300 . - .. - -- --. - - . .- - ----- -. ..-.,- -
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Washington, DC 20036'.
Subject: Letter Request For Proposal Number 04-003 Under The Centers for Medicare and
Medicaid Services (CMS) Consumer Research and Communications (CRC) Umbrella
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Contract Number 500-01 -0002
Dear Ms. Printz:

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You are invited to submit a proposal in response to this Letter Request For Proposal
:=
(LRFP) Number 04-003 for a proposed follow-on task order to Task Orders 0003 under ' - .
, the subject contract entitled "Post-Analysis Testing of the Firststep Project". The
specific work to 6g'$-iFoh%d under this task order is a follow-on to the efforts uhder the .-;
.
. .:: , -:
-
. Program I,uformation ,For Pr~fessionalsWho Work With Persons Who Are f om chess.
The Government anticipates award of a Cost Plus Fixed Fee ~ ~ F F F order
task ) f& this =
statement of work. The anticipated period of performance for the entire task orddr is
from Sept 8, 2004 though April 15. 2005. Your response must be in accordancewith the
requirements set forth in Section G.2 entitled "Task Order Proposals (IDIQ)" of the . . ..
= = = : : subject contract and-this-co~espondencg. . -... -. :_
t ,
-. Please prepare and subm_itone (1)prignal plus three (3) copies of your proposal in the following .. -
format: ,
1. Technical Proposal:
::'s::: - - .
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:t-
Please submit a detailed technical approach for accomplishing the work under thls SOW. The
proposal shall have information on the assumptions used to formulate theestimides for the
proposed activities, Work Plan, Staffing Plan, and Key Personnel.
2. Cost Proposal:
. --
Please submit a cost proposal detailing the breakdown of the Cost Plus Fined ~ e (CPFF)
$ for the
Post-Analysis Testing of the Erststep Project described in the SOW.
You must submit your proposal by 2:00 P.M. local prevailing time on W'ednesc t. July 21.
2004 to the address listed below.
Centers for M e d i c m and Medicaid Services (CMS)

ATTN.: Jaime E. Galvez, Mail Stop C2-2 1- 15
.. Direct any questions to Jaime E. Galvez on (a10) 786-5701 or the undersigned or !10) 786-
... : 5163.:byIdy- 14:.2004. ----
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Sincerely, : <.
*+. =. =
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Mary E. Jones
Contracting Officer
v.
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. Attachments: (1) statement of Work (3pages)

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1 LRFP 01-003
STATEMENT OF WORK
For
Post-Analysis Testing of the Firststep Project
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I. Purpose I
In fiscal year 2001 .'the Centers for Medicare and Medicaid Services (CMS) funded a project wirh
Ketchum to create and disseminate basic information on various Federalistate prodrams thar are
-
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available to assist persons that are homeless. In Fiscal Year 2002, CMS joined in 3annenhip
..with Housing and Urban Development (HUDf to create more detailed, educational information
.. - .. Ifor useby 6:asworkers, other provi&rs, plan administrators (collectively referred to as service
-.-, .- -
providers) and State, loca1,and program administrators (cpllectiyely referred roash.ei.ision.
,.:*. - .
. . .*...
makers): In fiscal year 2003, weeenhanced the project by including Zmnacio&dt.two additional --
.-..-
programf(VA Compensation and D0L3sOne-Stop Career System) and program fhct sheets < : = .-
1 -- . .-
(cheat sheets for service'providers to quickly utilize and copy for their homeless clients). In
March 2004, the deliverable was met when the product, known as FirstStep. was rlleased as a
CD-ROM and went up on multiple Federal websites.
~
In Fiscal Year 2004, we are requesting a follow-on to conduct a post-analysis for the purpose of
identifying ways to enbaqce the FirstStep product. We will use the "lessons learn&" from the -
d
analysis to make future &?difications of this product, if deemed appropriate.

- a
-
While CMS will be the only funding partner for the post-release analys~s.we
Social Security Adlfllltismarion (SSA), the Department of Labor (DOL), and the vbterans = --
- Administraaion (VA) to remain active partners in this effort.
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11. Background T " --
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Homelessness has persisted as a national issue for almost two decades. Knowledde about who .,
- _ * _, - experiences horn+essness on a chronic, a-occumngbgsis
or chronic disease, and ;housing crisis (e.g., lengthy hospitalization,
eviction by parentslspouseiroomma_tel etc) interact and lead to a loss of
recurrent episodes of homelessness for some individuals. Lack of housing and
health and support needs make persons that are homeless among our most
b
Many of the largest Federal programs, such as Medicaid, Medicare, Social Securi Income
(SSI). Food Stamps, and Temporary Assistance to Needy Families ( T A N F l x e avhlable to
I are not
improve the health and welfare of the population that is homeless; yet, many services
accessed. Instead, persons who are homeless receive services through targeted prbgrarns that
have limited funding and services scopes. When questioned, individuals who wete previously
homeless indicate that they were "unaware" of the availability of the p:ograms or I'overwhelmed"
by the procedures necessary to become-enrolled in the programs. When they did i e a r about a
program, they reported to spend hours on a pay phone trying to find the right number, and the
right person to talk with about the programs.
LRFP 04-00?
Additionally. caseworkers, other providers, plan administrators. state and local adhnistrators.
and local community workers repon frustration at the nuances of each program add the lack of
coordination among programs. They state that they spend their limited time tryin$ to rrack down
phone numbers and information for persons who are homeless instead of providin,b the services
- they need. .- .-
Research has shown that there is a high turn over rate among caseworkers, outreach workers. and
others who provide direct assistance to individuals attempting to access services.
over rate is compounded by the fact that these individuals need to have a high deg
- . .- -
.
knowledge to perform their functions.
- - .-
- ... ~ d d i t i ~ n a l l ~ , ' a s . systemsare
iew
N
CSated for defivering health services to the Medicare and'

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Medicaid population (e.g-managed care), there i s a n e w host 0.f pmviders.whod6,npt

. .=
experience with meeting the needs of individuals who are homeless. These provi- ers 41
hve:
- must be:,
given the tools to assist,them as they become accustomed,to providing this type o assistance. In
interviews conducted with these professionals, whiIe they believed that in most cases they are
.
best positioned to assist a homeless individual in accessing programs, it was consistently
conveyed that it is the Federal agencies' responsibility to provide up-to-date inform1 ation about
the Federal programs that are available, as well as suggestions on how to effectivelly assist
individuals who are homeless in accessing the programs.
*'\ .,
. - The Department has a long-term commitment to end chronic homelessness. As a part of the
strategy, several Federal agencies invested a significant amount of time and resoukes to develop :
Firststep. . . ...*
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Since it's release, the initial feedback indicates that the FirstStep users are finding it to bean
- effective tool and that,!he p r o p m information provided is comprehensive and eajy;tonavigate.
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111. Scope .-
.I_-- ... . . . - .,- .

The target'abdiences for conducting I
a post-analysis are the users of Firststep. Th s includes local
cor&nuni$ ~ i t & s ; ~ ~ o & icase
~ r smanag&,
, andout%ich workers. T h e goal isJo:ks$ug. thg;the ;
;
professionals that are beitpositioned .

to. assist individuals that are homeless provide feedback on
-.
the usefidness of FirstSfep. - - - - - '
The Contractor shall furnish the personnel, materials, services, and equipment necessary to
conduct a comprehensive analysis of the usefulness of FimtStep. The contractor bill conduct
'f& groups andlor interviews with the users of FirstStep. The Contractor will use the focus
groups andlor surveys to make recommendations for changes or future enliihcernknts of the tool
(e.g., train-the-trainer presentations, changes to program contents, redesign of laybut, screening
tool, etc.).
IV. Objectives ~
The key objective of this cont%ct is to determine what enhancements or recornmdnded changes
are needed to the Firststep product to derive optimum benefit to individuals who are homeless.
1 LRFP 04-003
The Contractor will design and implement a strategy for conducting a post-analysis
- - will determine:
Firststep. Specifically, the Contractor -
1. Whether, and to what degree, FirstStep has reached its intended audience.
. .
2. Whether CMS and its partners, based on step 1, need to further market the Fir-stStep to
the intended users.
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3 _ W@t specrfic marketing app~oachesCMS and its partners should
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- indicate that additional markking appr6aches .arewarranjed,,.
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a
In additidn, the Contractor will conduct focus groups and interviews

.. . with users of
1. Identify problems and weaknesses in regard to the layout and content of the' FirsfSfep
tool, and make recommendations for changes, if needed.
2. Determineif there is a need to develop a train-the-trainer presentation and *hat
-
information nqedl to be a part of such presentation.
%Oh' ~
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3. Determine what types of additional information users would like included in FirstStep. ,.
4. Identify arfdtest available screening tools (e.g., www.benefitscheckup.org) to determine

if any existing tools are sufficient in assisting individuals who are homeless or if there is
a need to develop a itand-alone screening tool as pan ZTfuture modificadoon ttp The
FirstStep product.
5 . Make recommendations on other modifications, enhancements. or new tools that CMS

and its partners could develop tosssist casewp~kersand decision makers id learning
about vaious ~ i d e r a l i ~ t aprograms
te so they can more effectively assist pchmns thaiare
homeless. Additionally,-de3c-ribe-costimplications associated with the de&lopment of
any recommended modification, enhancement or new tool.
The Contractor shall provide a variety of planning, creation, testing and coordinatiQn activities to
aqcomplish this goal. Further, the contractor shall be responsible for all stages of focus group
participation and interview development. Independently, and not as an age,*\ of thd Government.
the contractor shall furnish all of the necessary services, qualified personnel. materkal and
equipment, and facilities, not otherwise provided by the Government, as needed toperform the
requirements of this Statement of Work (SOW). The Contractor shall work and inleract on a
regular basis with a CMS planning group and provide a final written report detailiAg the activities
and recommendations of the contractor.
--
In addition, the tasks associated with the evaluation of the FirstSfep product by cokponents. the
Contractor shall perform the following requirements:
Kick-off Meeting: Participate, via phone, in a kick-off meeting and orientation 10 discuss the
tasks. The Contractor and GTL shall mutually determine the time and date of the meeting.
The Contractor shall be responsible for advising the GTL in setting agenda and hosting the -
meeting.
- -
Work Management Plan: The Contractor shall design and implement a work ma!naeemenr
plan for ensuring maximum cost and labor efficiency. This plan must promote &onomies of
scale in carrying out tasks and in ensuring that the government does not pay twike for related
tasks that have been previously funded. The Contractor shall develop a draft anld final work
management plan in accordance with Section V, Deliverables. The GTL will rebiew the drafi
- 1 a n d p r..-
a ~ i d efeedback to the Contractor within one (1) week after receipt.
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GTL Meetings: Participate.. in regular bi-weekly meetings between-the GTL.-anti conmct--
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management staff to review major issues/milestones including:

k - Progress over the past week; -.
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k Upcoming activities for the next week;

> Issues that have arisen and recommended solutions; and
CMS may indicate that less frequent meetings are necessary during various stages of the
project. ~ - --
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Monthly Status Rekrrs: Provide monthly contractor status reports on activities and -.
deliverables. The first report will be due 6 weeks following the effective date of the task
oider. Thereafter, the report will 6e due the 15th of each month. Refer to Section F.2 of the
Base Contract f ~ ~ ~ f u r t h e r ~ y i d a n c e . -
- -
CMS ~vmmunication&-Meetings: Participate in CMS conkgences or meet in& upon request
of the GTL. The purpose ofthe meetings will be to provide updates ofifhe stads*bf-ocesses
or deliverables and to raise any issues requiring CMS attention.
:-
Final ReGort: Prepare a final

- ..-report at the end of the contract summarizing expenditures,
. . . . ..
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'lessons leamed frohrgsearch condur3ed and r e c o ~ e n d a t i o n for

s future- mod1
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enhancements or new-tools, along with cost implications associated with such

recommendations. --- - -- - .
VI. Deliverables
RiGher, the Contractor shall submit two (2) copies of the evaluation findings to tk1e GTL that has
J
been prepared in Microsoft WordExcel or other compatible software, includiing rec5 ommendations
for corrective actions for any deficiencies found. The Contractor shall also subrrI/it a copy of the
transmittal letter for each deliverable to the Contract Specialist at the address speckfiied on the front
of the task order.
-
LRFP 04-003
DELIVERABLE SCHEDULE
Work Management Plan to 3 copies to GTL Draft: ' be included with t h r

include all stages of material contract s proposal
development and dissemination, Final: h :he time of the kick-off .
with ample opportunity for CMS meeting
\\
review and clearance of draft and
final pr~aucts, = -
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participate in kick-off meeting - - -- -- --

- Three .ct lp afrer~optractor +.-.
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and orientation session a m e s tl ie t&ks. .--
Team Meeting Reports (GTL To all meeting participants and By closc f business & days -. -.?
and CO status meetings) GLT after the ite of the meeting. J
Monthly Status Report 3 copies to GTL. 1 copy to

Contracting OfficerIContract
S~ecialist
Final Report detailing activities 3 copies to GTL Draft: F r (4) weeks prior to .. -- I-L
I
and recornrnendations~'@cluding end of c tract -1

cost implications associated with Final: 1 : last day of the period
implementing recommendations) of perfo lance. - - 1-.
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-42 ,
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3
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Government Project Officer. . --.-..

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Nicole Jones
.+CMSrCBC/Division of Beneficiary Inquiry Trends Analysis
7500. .Security . - .Boulevard,
- .... . Mail Stop: ~-S1-20-21
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- ~ a l t i m o r eMD
; 21244-1850 .- -. .. . .-.
X. period of Performance:
The period of performance for this Task Order shall be September 8,2004 throuj April 15,
'2065.
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Ketchum Task Order 19
(Logical
. - Follow-on to Task Order 3) i
Post-Analysis Testing of ifhe FirgtStep Project,
'11 "
LRFP No. 04-003 1 APP ?0596
ACTION I DAYS ESTIMATED DATE ii REVISED DATE ACTUALDATE

AGG Received RFC C 313012004
Revise SOW, if needed 6/4/2004
lssue LLRFP and SOW
QuestionlBidlNo Bid i;
Pro~osalsDue !I
Evaluale Submissions !I
Hold Discussions
Award Task Order, on Initial I 14
Issue Revise Final Pro~osal
8 - - (RFW
, 7
RFP Due 7
Evaluate FRP Subn~issions 7
Award I 7
#
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Juanrta Wllson - Ketchum Task Order
From: Alissa Schaub-Rimel

To: GClemons
Date: 3/8/04 11:52AM
Subject: Ketchum Task Order 9
-
Hi, Gina, - -
I got your note to direct the invoices for this task order to Alissa and Sue. We will need 1 ~ffic~ally
switch
the GTL from you to another person. I am assuming that either Alissa or Sue will take o r the permanent
GTL responsibilities for this task order, but wasn't sure which. Please advise. Thanks s nuch!
Alissa
Center for Medcare and Medicaid Services
Arm: Mary Jones
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Baltimore, &I 21244-1850
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Fax No.: 1-410.786:9088. =.

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subject: FAR 52.232.22, Limitation of Funds -.
Kelchum
2C00 L Smel NW Sune 303 :
Reference: Contract Number: 500-0 1-0002, Task Order No. 00009 W a s h l n ~ l o nD: 20036
T 202 835 8800
Dear Ms Jones: r. 202 835 8879
r v i w kelcnumconl
-
Pursuant to the proyisions of the clause entitled "Limitation of Funds," Oflicss in:
.
- .---
t h ~ sletter provldes%9tificat~on that as of October 31, 2003 Ketchurn, Inc Nortn Amer~ca
Euiope
has ~ncurred85 percent of the funds currently obligated for the referenced
Asla Paclltc
Task Order. L a l ~ nAmerica
l,.'.'*.r .. ,*
Obligation:
InvoiFed as of Ociober 31,2003: -J --- - --
Percentage Expended:
. ,= . .
Ketchum is in the process of reviewing the expenditures to date, accruals
-.
and prdjections to see. . -what activities may be completed within the
:-.
-,.-
, - *
remaining b ~ d ~ & t . ~ ~ ~ ~ iyou t i f ~asrl i a & this information.
l l ' na Sosoon :~:
::'
If you should have any questiorrs,please contact me at (202) 835-9426 or by

email at sandy.prinrz@ketchum.com.
Regards,
U
Sandy Printz
Vice Presidenticontract Manager
. .- . - .
Ja~meGalvez - Re Keichum TO 19, 1 RFPO~-003,
LFO to Task order 3 Page 1
From: - Jaime Galvez

To: Printz, Sandy
Date: 7/22/04 1:58PM
-
Subject:
Sandy,
Re: Ketchum TO
I" LRFP 04-003, LFO to Task Order 3
Per our conversation yesterday, 7/21/04, the proposal due date h:as changed:
From: Wednesday, July 28, 2004 at 2:00 PM

To: Wednesday, August 4,2004 at 2:00 PM
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.Thank you, -.
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- ='
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~ h e € ~.a l v e zCPPB
,
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Acquisition and Grants ~ r o u p .. ~*.

Division of-Program Contracts
7500 Security Blvd., ~ a i l s tC2-21-15
i~
Baltimore. WID 21244-1850
Phone: (410) 786-5701

Fax: (410) 786-9088
Email: jgalvez@cms.hhs.gov
>>> Mary Jones 0711 6 / 0 4 ~ ; ~ . : 5 7~~

>>>
.-
.
Dear Ms. Printz:
-
,.You are invited to submit a proposal in response to the subject
solicitation entitled " M 4 n a t y m Testing of the Firststep Project". --.. .. . ..-..-
-_..
- Questions a're requested in writing. by July 21, 2004. Written Techn-&$&and Cost Propos are due to .. .
CMS, Attn: Jaime E. ~ a i v e zconhact

, specialist, .. .- ---
by 2:00 PM Wednesday, July 28, 2004. Award is expected by September 16, 2004.
..
The solicitatiop package is attached. Thank you for your interest in

-- .. .. . the programs . of .the Centers for
. .. Medicare
- ... . 8 Medicaid Services.
-,
Sincerely,
-.
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Mary Jones,
Contracting Officer
. .(?a:- Jones, Mary

Baltimore; Maryland 212441850
-- = .- r
Acquisition and Grants Group P
20 March 2003
GCI Group, Inc.

- ..AT^. :_Tqm Petrosini:
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--..--7j5' . ~ h i AGenue
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New York, NY 1002 7,

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RE: LRFP NO. 03-002 +
MEDICARE NATIONAL MULTI-MEDIA & EDUCATION CAMPAIGN
FOR 2003
Dear Mr. Petrosini: 1

.. .. -- .-.-
..-
The Centers for ~ e d i c & < &Medicaid Services (CMS) has completed its review of doth -
- your written and oral prop&als submitted in response to the subject LRFP. After a
thorough
- evaluation, it was determined9hat your submission was not one of the mosq - ..
high1y rated p r o p ~ s j i I ~ ~ ~therefore,
g , ~ d , would not receive further consideration.
-If you would like to obtain feedback on the evaluation of your p-r,r,osal, please submiit a
I -. .. . . -- > -
written request to my attention and we will make arrangements to provide yoa with that ==
information.
.-
.--
CMS apprecidtes your participation in this competition. We hope that you will againoffer . ...,
-: =.*-- . ...
~ o u r ~ s e n ~ ishouMhhGe
ces requiiements yise. Questions may be directed to Ms. ~ e p r a
.--- --.. ::: : . . . ..-.
-.
A. Hoffinan, Contract speiialist, at (4 10) 786-05 171
.-. -- - .. - - . .
. . .
. -
Sincerely,
MARY E. JONES
contracting Officer
1 Page I of I
7500 Securit). Boulevard, Mail Stop C2-27-15
Baltimore, Maryland 212441850
.-
Acauisition and Grants Group :=
2 1 March 2003 1
-.
RE: LRFP NO. 03-002 -
MEDICARE NATIONAL MULTI-MEDIA & EDUCATION CAMPAIGN
FOR 2003
Dear Mr. Laporte:
The Centers for Medic&%& Medicaid Services (CMS) has completed its review of
- your written and oral proposals submitted in response to the subject LRFP. After a
thorough evaluation, it was determinedthat your submission was not one of the ma
highly rated proposals an$
A .
8t:Is therefore, would not receive further consideration.
F
--,. -
-If you wouta like to obtain-feedback on the evaluation of your progosal,
. please sub~
written request to my attention and we will make arrangements to provide you with
information.
. .-
.-
CMS apprecidtes your participation in this competition. We hope that you will agaii
-.
--._--
- * ; . .
'your'services shciuld-futiirgreq&-einents arise. Questiens may be directed to Ms. DI
.. - : $
A. Hoffman, Contract Specialist, at (4 10) 786-05 17.

. -. . . .
. .- -- -
Sincerely,
MARY E. JONES
contracting Officer
DEPARTMENT OF HEALTH &: HUMAN SERMCES CE~TERI.
L \IEDICAI
-.. Z "I
- -
7500 Sec~ IFBoulevard
Baltimor \ID 21244-1850
August 5 , 2003
To: Ketchum public Relations

ATTN: Ms. Sandy Printz
2000 L Street, N.W. .\
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Request for- Proposal for Task Order0006;-Modificatien No.---

Communicationsand Consumer Research (CRC) Umbrella Confrac
..
03_ - urn:
_
. .
Dear Ms. Printz:
Please submit a proposal for additional consumer testing on language and reportln: emplates for
previously developed nursing home quality of care outcome measures. The changc are
annotated in bold italics. The Government anticipates award of a Cost Plus Fixed :e (CPFF) . ... -- ~..-
task order modificatiolx f a the attached Statement of Work for the existing task or( r period of .
-
performance september?!i, 2001 through July 23, 2004.

-
- -
You are requested to provide a hard copy (original and 2 copies) of your cost propc 11, which
A<-* <- --..
details your staffing pran by'Gsk and lists key personnel by name (resumes for any ?M'
..personnel;hmit 2 single-sided pages) by 2:00 P.M. Friday, A . g g g t 29, 2003. Adl tionally, a
-- -- "
"
brief narrative describing technical approach revisions should also be submiffed.
Please submit your proposal to the following address:

.<
- -- Centers f0.r Medir;are;and-'Medicaid Services (EMS) -.

. .
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ATTN: Mr. Christijpher Hagepanos. MS: ~ 2 - 2 1 - 1 5
. . ..-
7500 Security ~ o d e w r d -1 - . - ,-
Baltimore. MD 2 1244- 1850
If you have any questions, pleasecontact Christopher Hagepanos on 1410) 786-759 or the
Sincerely,
Contracting Officer
Attachment: --
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1) Statement of Work
cc: Julie Franklin

Home Health Quality Initiative
Task Order #0006, Modification #000003
Campaign to Promote Quality of Care
STATEMENT
--
OF WORK
I. Purpose
- -- -
In 1998, the Centers for Medicare & Medicaid Services (CMS) launched a nursing
campaigrr to improve quality of care in nursing homes, highlighting areas important
aursing homeEsidents and provid&T, such as abuse and neglect of residents and nL
hydration care of residents. CMS also developed regulations requiring States to- -s p
-%--
monitor the safety and quality of care of their residents. Maintaining its commitmii
lome
:o both
rition akd . .
~inacdjy-
t to riuising-,...
- .
-.- . .
-
.----
--
home care issues, CMS is expanding the campaign to focus on promoting quality of :are in -. .
nursing homes. Under the rubric of quality of care, this task order serves to address :wo main
components of the nursing home campaign.
The first component of the Campaign to Promote Quality of Care in Nursing Homer is the design
and implementation of a Consumer Choice Campaign for Quality Care to communii ate to -
-
. ~ ... ...-
consumers in a way thqvbey can understand and use information on quality of care ~rovidedin
nursing homes in America. The second component addresses the development of IT iterials for
--
the continuation of outreach to nursing home residents, their families, health care pr ~fessionals, ---- - .
and administration.-,--+,. . --.
--_ -
/
- 7'he purpust: of this modification is to conduct consumer testin(.R.-on

-- language and re1 ~jl-ting
teinplates for previously developed nursing home quality of care outcome.ineasurm - C~tnsuiner
testing \?:ill compare the current template on Nursing Home Compare with other "re ort card"
templates. including.one proposed by a committee &om the nursing home initiative ~ilotstates.
.+
-. --.--. .. - ,- T h i s additional research wil-l2btdd upon.)ueviously w d u c t e d research on nursirrf. h ICm e quality
reporting templates, but'$ll look at additional variables including, the.positive an&;negative---
1
- framing of thc measurcsl-symbols used in-evaluative templates, identifying templatct S that will . ...
work well .in brochures compared to those that work well on wcb pages: methods fo highlighting
nursing homes or home health agencies that have done well. The research will also :ompare
. . .,
checklists that are integratcd with quality measures. .>~>Y.

e
templates that are useful for infonnal caregivers and those that are useful for health care
~ p f c s s i o n a l ssuclj as discharge planners. 111 addition. the rescarch may also test th use of
. .
11. Background
A. Consumer Choice Campaign for Oualitv Care

- .-
CMS plans to design and conduct a Consumer Choice Campaign for Quality Care. to
communicate to consumers in a way that they can understand information on quality of care
provided in nursing homes in America. This consumer information will be drawn kom data that
will be officially published in October 2002 as nursing home performance rneasuree (PMs) and-
facility characteristics for all Medicare-certified nursing homes in the United States.I The data
-
will also be available on www.medicare.~ovas part of Nursing Home Compare.
-
CMS expects to identify about 10-15 PMs that will include both post-acute measurks and chronic
care measures from the Minimum Data Set (MDS). Post acute measures identify t i e quality of
care delivered to short-term residents who ty-pically are on Medicare. Chronic meahres identi@
the quality of care delivered to long-term residents who are typically on Medicaid. Between 5-
~
10nursinghome characteristics important to qnsumer choice will also be identified fiom CMS
-:-
,
, --:
:-
-.
---
- llrikfinfhation.
s <- -...-
.. .- .-
- .. - - :- --. -.- . . .. -7 ' .. ..?- ,
---
Performance measuiem&t a d consumer information experts will advise C ~ 6nSfkthods to --

refine the measures in order to increase their salience and use by consumers. Once \he measures
have been validated, formats will be designed, vetted with industry, consumer testeb. then used
to display PMs in the publication of nursing home comparison information.
The goal of the Consumer Choice Campaign for Quality Care is to develop strategiks and engage
partners in communicating to the public accurate, reliable, and relevant performancb information,
so the consumer is enab&d to make comparisons among nursing homes and ultimatbly make
better-informed decisions. The challenge is for consumers to understand the informlation and to
.- - assess how their behavior reflects thisunderstanding. CMS also recognizes the profound I role
that partners at the local, state, and national levels have in conducting this campaign.
4.--,,,.- --. ..- -.
. B. N u r s i n ~Home Outreach
As part of its campaign-on nursing home abuse, CMS developeXTposter ammpanled.wllh
information cards for a national awareness campaign on the detection and of abuse
and neglect among nursing home residents. These materials were evaluated via consumer and
observational research, and the results indicated that the nursing home industry neehed to be
-. -- -- . . .. .. m o r e involved in the development of this_campaign.&sed pn these findings, CMS~is
redesigning this poster. ?%rough this task order, ~ M wants
S to develop and.produek.a--z-.. =-
promotional kit and video discussion
I
.- . -.
- .- - guide for continuation of the national campaign.
.
I
As part of ;his kit, CMS would like to include previously developed videos along dith a
discussion guide that is currently in draft form. CMS developed three videos for faLily -. .
1
'.
members,
..
y7.. --
ombudsmen. and health care workers. The first video, "Finding a New ome:
Choosing Long Term Care" gives insight to consumers on how to start this process. The second
video "Loss and a New Beginning: Living in a Nursing Home" helps residd& und rstand this
time of change in their lives. The third video "Becoming a Certified Nursing Assist;ant"
highlights the qualities and professionalism required of nursing home personnel and their
importance to families and residents. These programsare stand-alone so viewers c m e away
with a clear overview. The videos fade-to black every two or three minutes, marking "chapters" 0
so the presenter can pause the tape in order to make further points, solicit audience jeactions, and
answer questions. Under this msk order, further development of the discussion guide will aid the
presenter and give the audience (patients, caregivers or certified nursing assistants hard-copy
as a take away item for easy reference later.
In addition, CMS is focusing attention on the issue of publicly reported informatio

the performance and quality of various health care providers, including home heall
.-
Comparative quality information o n i o m e health-care is intended to allow more in med
decision-making by consumers and to encourage quality improvement for home ht h care
providers through public accountability. ...
.. CMS is preparing to launch Phase I of the Home Health Quality Initiative (HHQI). hase I of
- ..
--
.. . ---
HHQI includes the public dissemination of quality information collected from hon
:agencjes..k-eight (8) identified Phase I states. Phase 1 begms on April 3cwith the
h ~ m & h e a l t k - ~ ~information
lity on~'~www.medic&.~ov. The promotion and publil
for Phase.1 has not yetbeedeterpined. The national~'rollout,planrE&for fa!l,200.
publicly disseminate qualjty information collected from home health agencies t h o
~ealth
:ase of -
strategy
. ..
WF . - -
~out-the
-- --
-
------
.
..
-. ... .
.
--..
nation.
Accordingly, the Contractor shall conduct formative research on home health quali information
and to collect baseline data for the evaluation Phase I of the HHQI. Both research ivities are
designed to inform the HHQI national rollout in fall, 2003. (The evaluation of Pha I will be
funded under a separate contract.) .. .. ---
ii
,i:.
. ?.
-
111. Period of Performance
. .
.The period of performance for this task order modification is July 14, 2003 througl
. ..-. ...-
~ l y13,
.us-*+,,
. . . _- :
2004. . .
* . *- , . -
I IV. Requirements -- .. - . .- -
Independently, and not a s a n agent of the Government, the Contractor shall furnish the
necessary sewices, qualified personnel, material, equipment, and facilities, not othc ise . .- .
provided .+. asneeded t.aperfom thgrxquirements of the Stateriic of Work.
.-... . . -. - .- - .. .. -..-.
-
V. Scope
.. . .
. . .Consumer Choice Campaign
The contractor shall perform the following activities for the assessment, de&fdpmc design,
implementation, and monitoring of the Consumer Choice Campaign:
.-
1. Needs Assessment
a) Needs Assessment activities will--focuson and identify potential target popular ISfor the
campaign, strategies on how to reach them, as well as the relevant behaviors i xiated
with understanding qualityi-nforrnation and taking actions based on this under nding .
Potential partners to help conduct the campaign shall also be identified. The dontractor
shall also identify campaign goals and objectives, baseline measures. and indidators for
campaign success.
b) Apply the PRJ~EDE-PROCEEDmodel in this analysis to help identif?.and ehaluate the

-
soc~alproblems and relevant health issues that impact the target population. idedtify
behavioral and non-behavioral cau3es (personal and environmental factors), and ~dentifj.
administrative, policy, or organizational concerns which may effect campaign
implementation.
-
C) Identify potential partners which may inclyde but are not limited to: nursing ho&es, Peer
- Revie_w_Organizations (PROS), ESRD Netw-orks or facilities, State Health lnsursnce
--
- ..
. _ -- _- -- A$siitakcePro~arns
(SHIPS), h p i t a l s , fanlily doctors, advocacy groups, othel health &re
professionals or staff, representatives of the health tare industry-<e;g., AMA; AHA. -special+
soci3les, etc.), and/or othirsis identified by the GTL.
.- -
---y.
1 -- -.
.:.-
..
-. ..
d) Identify audience-spkcific strategies that may include, but not be limited

information and enhancing skills, enhancing existing services and support
providing policy recommendations on removing bamers or promoting opportunities.
e) Prepare a Needs Assessment Report as a summation of findings. This report shall 1

include .. - -
..- - -
but not be limited80 .&he:summary of relevant data, conclusions drawn from tve
application of the P ~ C E D E - P R O C E E Dmodel, expression of and rationale for
-
..
- population-specific goals and objectives for the campaign, and identification ( Iappropriate ..- - .
-.
campaign strategies, partners, and resources.
.-..-
-2- -. ...
'i.
:-
. 2. Development
'
a) Prepare a Creative'-griefbased on the findings of the NeeBXssessmea to be used=in

developing concepts, messages, and materials and selecting channels. The C eative Brief
shall include but._not be limited to the:
statement of the campaign goal(s)
definition of target-populatiog group@) @.-rationale
. . for. selection -:
-- - -
identificationcand profile of primary and secondary audiences -.--.. - -.
~
written behavioral-camp-aign goals and objectives that are population-: ~ecificas . .
.well as measurable, achievable, relevant to the campaign, and include a :ime for
attainment
statement of the campaign's key promise or benefit for consumers
selection of population-specific strategies, including identification of a ~propriate
channels, campaign activities, materials, and consumer testing p?ethod O ~ Y
deheation of potential obstacles and opportunities for implementation
identification of specific partners to engage in campaign implementatic n, which
may include: government or public agencies, businesses, community ( -ganizations
or associations,.faith communities, or the media
listing of other considerations.
3. MeetindReporting Requirements
The Contractor shall perform the following requirements for both, the Consumer C loice
Campaign and the Nursing Home Outreach.
--
a) Kick-Off Meeting (Sept. 27,2001 1
Participate in a kick-off meetin'g and orientation to introduce team members, rr et key
government personnel and set overall expectations and objectives for the contr, :t.
b) Proiect Management Plan

Design and implement a project management plan to detail project stages. time ne, and
costs, identifies who is responsible for what by when, and ensures maximum cc t and labor
. . . . . . .
-efficiency
. - .-.
in coordinating
- work activities. . :- .
. --.- . --..
.ct --- ---- 1 - --
-- --.. - .
.. . .
- . . . . - .
.- . . . . . . ...-.
C) Team Meeting Reports (Oct. 2001 1 -_ _ .-
--. .
Provide team meeting minutes and action items (provide agenda two days prio* o meeting I......
for CMS's approva1,and submit minutes two days after meeting is held).
d) Monthly Status Reports
Provide monthly contractor statue reports on activities and deliverables in acco lance with
Section F.2 of the base contract.
e) Expenditure Reports
Tracks funding alltj&@ionsby line item verses actual expenditures, with a sumr
variances.
-
. B. Subtask l-Modification
.. .-.* 00002: Formative Research
.,d.-*M.- -
. The Contractor will cond!ict-Formative Research to investigate--..

----- information nee s and
the
information-seeking patterns ofbeneficiaries, caregivers, discharge p1anner:s; home leab-care
information intermediaries, and other stakeholders on the topic of home health (thri : months,
beginning February 2003). The purpose of the t formative research is to investigatc the
following questions:
.- . . - ,-.
.- . . - . .- . .
.-.
---.- .
- - .
.--
Who are the tar&i-audiences for information on home health q u a l i t y - - -

...........
- -. -.
-.
Under what circumstances (atyhat key times) may target audiences benefit rom home
health quality information?
a. For Medicare beneficiaries and their families, how can home health uality
measures help them as consumers of home health care?
b. For information intermediaries (e.g., discharge planners and other pi lfessionals
who refer patients for home health care), how can home health-quali J
information fit their work routines and help them achieve the& goals
How can home health quality information be made relevant to target audien es?
How can the target audiences be engaged to both welcome and seek out hor e health
quality information?
How might a tool (e.g., a checklist) be designed to encourage and support CI ~sumer'suse
of home health quality information?
Who are potential padnirs for the dissemination of home health quality infc mation?
This Statement of Work describes the activities to be undertaken by the Contractor in order to
conduct formative research to address the information n&ds and information seeki: ~gpatterns of
key stakeholders an the topic of home health care quality. As part of this effort. thc Contractor
shall:
--. - -

Conduct foimative research with consumers and information intermediaries on the topic
of home health care quality information.
- :-- -
Development of a Research Plan
.... . . . . .
- --
: - ~ h i C i k t i i ~ ~shall
t & perform tFi~f6Ilowing~iktivities
appropriate research plan for-this project:
. -.
. .
.- -
. . - -
as
-
.\
- a part
.- of the developmekt
-. - . .
--.
.-
1
.- .
. of..-.an.- -
.-
--
. .
-
-=:I---.
.
I
. . ,
--
, .
... -
Hold a Subtask 1 kickoff meeting (Deliverable~# 1.. 1, 1.2) with CMS s t a b fi-om
Beneficiary Education and Assessment Group (BEAG) and fi-om other OMS
components to review expectations for the work to be performed, necesshry
deliverables, and due dates.
Establish weekly conference calls or meetings (and prepare and distributk agendas
and minutebkwith the Subtask 1 leader to identify and review the status bf each part --- .
of the work, potential problems, Issues that need to be resolved, scheduli for meeting
due dates, and additional sGpport that may be required (Deliverable #1.3 .
'4.-Y.,... .. .-.-
I . . . . . . . -.
Develop and submit a Subtask 1 management and workplan with a more detailed..
-schedule of,delivsrables (Deliverables #1...4). The wakplan will include tasks a
necessary to~completeformative research with consumers and infbrmat6pi -- -

intermediaries on information needs and information-seeking patterns rejated to home
health car~squality.The proposed workplan and detailed schedule of deliverables
must be reviewed and approved by the Subtask leader.
. . . .
--
.............
...
-- .
--
.
. .- - .
- -.- .
.-
Submit all findings in Microsoft office-2000 (Word 2000, ~ o w e i ~ o i1'
-
n tO O : . E X ~
2000) or earlier ve~sion;aswel4 as in hard copy. The final report, once approved by
-
--
~
............... ~P -.
-
... ..
.-..
. .-
.the CMS Subtask lead, should also be submitted in Adobe Acrobat (.pdfj format and
6 hard copies.
~ ~
Eermative Research with Consumers and Information Intermediaries on ~ o m k Health

Quality Information . . . . . . 1
The Contractor shall provide, but not be limited to the following activities:
.-
a Conduct a review of related research conducted by CMS and other organizations to

guide research design. ~ & k don this review, the Contractor shall 1) idedtify target
audiences for homehealth quality information and 2) identify gaps in redearch
knowledge that formative research will be designed to fill (Deliverable #11.5). Since a
considerable amount of research has been done for CMS by its contract&, this
review is not expected to require extensive time or effort.
Determine the number of locations, and individuals at each location, to be

interviewed in focus groups or in-depth interviews (IDIs) for each phase. The GTL
shall approve the variabTeiejysedto select consumer and information intehediary
interviewees (e.g., status, r&e/ethnicity, age, geographic location, educalion level.
information intermediary occupation, etc.). The Contractor shall develob and submit
one screener for each identified group (e.g., beneficiaries, caregivers. didcharge
planners, and other key stakeholders) to be used to select consumer and information
intermediary participants. All screeners, protocols, reports and presentations shall be
..
-- - submitted in draft form allowing 3-5-business days for Government revidws. -
..
....
-
..-
.. - -
- .-
comments, discussion, recomme~dations of- revisions prior to finalizktioi
__-4. - . ..-. .ofthqse
..
.. -
. .- - -. - -.-..--- . - -- .- ... . .- .-
.- .
.. materials (DeliverabLe #1.6) . -
. . - -----
Develop interview guides for each identified group of interviewees (e.g:,, . . -
- -.
-. -
beneficiaries,;caregivers, discharge planners; ind other key stakeholders~,.All
interview guides shall be submitted in draft form allowing 3-5 business days for
Government reviews, comments, discussion, and recommendations of rehsions prior
to finalization of those materials (Deliverable #1.7).
Conduct focus group andlor ID1 research with consumer groups (e.g., beheficiaries, -
-
...... . -
caregivers)'Qdentify home health quality information needs, current iniormation-

seeking patt&i, and usefulness of potential tools (e.g., checklist) for d o s i n g a
home health agency and rn6nitoring home health quality. Video camera4 should be ... - .
focused on the
--A. . --. interviewee
....- who is spealung. A release must be obtainedlfrom all
. . . .
. ~.
. -
- ...
that will allow CMS to videotape interviewees, provided that partici$ints
. . a r e not identified by name. Focus groups and in-dqt&interviews shall de conducted
locally or shill be transmitted for remotevideo viewing by CMS2staff Qontranor . . .
shall submit videotapes of focus groupsIIDI research (Deliverable 1.8). p e

Contractorshall prepare a CD Rom that includes approximately 10-1 5 v deo clips
viewable on a PC (Deliverable # l . 12) - ..:
. - . . . . . . . .
.: . . . . .
. --..-
. .
.I - .*- ;---_
- .
qi:g;,- .---
Conduct focus'goup andlor IDI research with informationinterme~i~c
. - discharge planners-and athcr professionals who refer patients to home hc alth . ..
agencies) to identify attitudes toward home health quality information (i lcluding

motivations and barriers toward using quality information), and ways to mgage and
encourage use of quality information. Video cameras should be focused on the
interviewee who is speaking. A release must be obtained from all partic pants that
will allow CMS to videotape interviewees, provided that participaqts ar€ not
identified by name. Focus groups and in-depth interviews shall bd cond lcted locally
or shall be transmitted for remote video viewing by CMS staff. Contrac or shall
. . submit videotapes of focus groupsIID1 research (Deliverable #1.9). The Contractor
shall prepare a CD Rom that includes approximately 10-15 video clips v ewable on a
.
PC (Deliverable # l . 12).
Provide Top Line Report on qualitative research with various audiences
#1.10).
Prepare draft Final Report. This report shall include quotes from benefic aries to
illustrate the findings. The demographics for all participants will be sun narized in
the Final Report. UponFeview and approval of CMS, the Contractor sh: I revise the
draft and submit the finalized Final Report (Deliverable #1.11).
Develop and provide an oral presentationhriefing regarding the findings o ChlS staff
(Deliverable # 1.13).
..
.-
- >
t.-~.;The Contractor, subcontractor, and consultants shall discuss with the GT any .-
. ~
..
---
. . . .
---
. . .. . . --
-.
. . .. .- ..
opportinities to~publiciiFanddisse.mlnate research findings and shall no pursue-
. .-.- -
.. publication or.bres.enfation relating to subtask findings Wi'ffi<ui GTL. a - *
Home Health Quality Initiative-Consumer Research
Meeting held in Baltimore to

due dates.
1.2 h c k - o f f Meetings" Q?. Copies of meeting notes sent to
Minutes
.. all meeting
*
participants.
Draft Draft: 3119/03
FiwJ.-. .-. ,..- Final: 312 1/03
1.3 Conference Calls Conference calls or meetings Weekly, unless
... - .'
between Project and CMS st&-L-
.
more or less of
. --
. .- -
regarding status of project
includes scheduling, agenda,
minutes call reports, and
-. distribution.
...
. -
1.4 Work Plan - - ~ l taskshecessary
l t&omplete -- -
Draft project with detailed schedule of Draft: 3127103.-
Final - - deliverables: Final: 411I03
1 Electronic copy in Microsoft
Word 2000 and 2 hard copies.
1.5 Literature Review A limited review of related
, -
$7..- ~ .-
research conducted by CMS and
other organizations
- to identify
gaps in research knowledge
1.6 Screeners and Recruitment Proposed screeners and
Protiicols for Task 1 recruitment protocols for
Draft research
..- participants (separate Draft: 4/ 1 1/03
Final documents for identified groups Final: 4/ 1 6/03
which may include beneficiaries,
caregivers, discharge planners,
Home Health Quality Initiative--Consumer Research
Subtask 1-Formative Research
-
ITEM . A. DESCRIPTION ". , ' ATE
and other key stakeholders); 1
1.7 Moderator Guides for Proposed moderator's guides for

Task 1 each identified group (e.g.,
beneficiaries. caregivers, Draft: 4/22/02
Final discharge planners, and other Final: 4/25/03
key stakeholders); I electronic
- - groupsandlor in-depth,
interviews) - - . appropriately labeled with site,;
date, time, and project title.
1.9 Information Videotapes of interviews with 4129103-5/6/03
Intermediary Research information intermediaries.
(focus groups andlor in- Videotapes shall be
depth interviews) appropriately labeled with site,
1 date. time. and ~ r o i e c title.
t
1.10 Top Line report of Task Topline report of findings and
' %*$,
1 Research recommendations from Draft: 511 6/03
- Final consu_merresearch. Final: 5/23/03
-1 electronic and 2 hard copies
Ah,+..*., .r .,'*
1.1 1 Final Report This report should include Draft: 6/9/03

'Fin3 . . -.
,: recommendations for Task 2 - Final: .6/23/03.
: ---
based on all research. 1
electronic and 2 hard copies
1.12 CD Rom of video Clips Illustrative highlights from focus 713 1/O3
. . - . groups/IDIs on CD Rom that can
. . . .. .
.-
> ..., be viewcd by ~ P C-zdl
. Rom . . ~.
- .
..
shall be appropriately labeled
. .. -- '
.withsite; date, time, and project
title.
1.13 Briefing for CMS staff. Oral/multimedia presentation to 8/29/03
CMS staff via Power Point
...+.. :- -
mesentation.
.... . .
C. Subtask 2 - Modification 0002. Collection of Baseline Data

The Contractor will collect baseline data to support the assessment of Phase I oj he Home
~ e a l t hQuality Initiative (HHQI), a campaign to implement mechanisms for the ublic
dissemination of OASIS data. .... -
In preparation for the propesed assessment of the Phase I public dissemination c OASIS
data for the eight (8) selected states, the contractor will collect baseline data thal ill assist in
determining the effectiveness of this preliminary HHQl campaign. Specifically. /his baseline
data will provide information about current quality improvement (QI) activities in home
health agencies, technical support provided by ~ u a i l Improvement
f~ Organizati ns (QIOs).
and current approaches/processes utilized by informatiodreferral intermediaries (i.e..
hospital discharge planners).
0
.-. - -
Information will be collected froma sample of such organizations and individuals in Phase I
states. Information will also be collected from a comparison sample of home health agencies
in states that are not participating in Phase I.
- . .. .- ... .
The following types of information will b~collected:
- -
--- - . : ~ o m e : ~ - e aAgencies
~th - BaseltE data that demonstrates QI activity in home health agencies
will be collected from6 samfle of agencies in Ph& 1~>tates,l8ndsrompafis6fi3k@@
statemot
...
.- - .
-
x:
-- i+-
,-
participating in Phase I. It is anticipated that the contractor will utiliik telephone

'- . -
-
-~.
.
-.
- ..-.
interviews to collect such information.
Ouality Improvement Organizations (OIOs) - Information will be collected whi :h indicates

the frequency and types of QI assistance requested by home health agencies in I hase I states
Information will be collectedvia telephone interviews. The contractor may alsc wish to
utilize diaries/logs maintained by QIOs as a medium to collect such data.
Dlschar~ePlanners - ~ h contractor
; will collect data from a sample of discharge pl .nners (in
-
participating Phase I states) that demonstrates the types of information used to selec (and refer
to) appropriate home health agencies. The contractor will also solicit details from c scharge
planners about theYn%kiatiG they provide to patientslcaregivers that would assist hem in--. .
.selecting a h o m e health agency. It is anticipated that the contractor will collect this
r-----
nformation
via telephone interviews. >-
*" . - -
.- . . . SCHEDULE OF DELIVERABLES
+<
-. Home Health Quality I n i t i a t i v ~ o n s u m e rResearch
ATE -
2.1 Kick-off Meeting Meeting held in Baltimore to

due dates.
2J.Kick-off Meering Minutes Copies of meeting notes sent to
Draft I all meeting participants. Draft: / l 8 / O 3
Final Final: 3/19/03
2.3 Conference Calls Conference calls or meetings Weekly, unless required
between Project Director and more or less of :n.
CMS staff regarding status of
project-includes scheduling,
agenda, minutes call reports, and
I distribution.
Draft project with detailed schedule of Draft: 311910:

Final dkiiverables: 1 electronic copy in Final: 3/21/02
Microsoft Word 2000, and 2
hard copies.
2.5 Data Collection Plan Plan for collection of data.
Draft including survey instruments and Draft: 3/25/0.
Final sampling straegy; I electronic, Final: 312710:
- -
. - .
26 Complete Data Collection
t
.in accordance with approved
plan (subtask 2.5 above).
14/4/03 ==: T -~
2.7 Topline Report ' Preliminary report of findings Draft: 4/22/0:
and recommendations fiom data Final: 412910:
collection; 1 electronic and 2
hard copies
2.8 Final Report This report should include any Draft: 5/5/03
,"%<? recommendations for Final: 511210:
development of the Phase I
project evaluation. 1 electronic
and fhard copies
2.9 Briefing for CMSStaff , Oral/multimedia presentation to 8/29/03
- -
. presentation. ----- - - -
.. 00@.
D. IPlodification Consumer Research on Nursing-- Home and Home lealth
- --- ..... - . - . . .
Quality
.- - .
Reporting Templates
--..-_
-.
.... .II .
-. .- -. -
~.
. -- --- - -
-.
A. Tasks Tu Be Performed
1. Development of a Research Plan
.---:It is anticipated that the contractor will perform the following tasks as a p: t of the
development of an appropriate research plan for this project: -- - .
Meet with CMS stafffroni the Center for Beneficiary Choic, (CBC), and
fiom the Office of Clinical Standards and Quality (OCSQ) tc 'CVI e ~ 5
expectations for the
--
.~-..
work to be performed, necessary deliver )les, and duc
dates.
Develop and submit a project work plan and schedule of deli!erables The
work plan will include tasks necessary to complete the defineld consumer
testlng. The proposed work plan and schedule of
_ reviewed and approved by the CMS Project Officer.
Submit all findiilgs in Microsof? Word 97, andlor Powerpoint 3.0 or

earlier version: or Excel, as well as in hard copy. All reports should be
contained in one electronic file.
2. Consumer Testing for Nursing Home and Home Health reporting

materials .. I
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- Wo;k to be compkted by theontractor will include. but not h: k i t e d tii:thr.
_.
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following
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tasks:
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Develop a timetable and cost estimatefor the consumer testin I.
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Present preliminary research plan for consumer testing to CM!S staff from
the CBC and the OCSQ. Allow time for review and approval by the
Project Officer of the research plan and its conlponent sections prior to I
implementation. I . - --
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Establish weekly conference calls or meetings with
identify and review the status of each part of the work, ... . .
issues that need to be resolved, schedule for meeting

.','Z~L* - -tc
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addif~onalsupport that may be required.
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. . . .~ --. -. -
.
Submit w~itteomonthly financial reports that d e t a i l e ~ ~ e n d i 4 1 . a - d a t e ,
estimated funding needed to complete the work. and also s h o h the
--rwnber of hours worked by staff members (broken down by thsks).
... ..
, D g g r n i n e - t h e number of locattnr~,and individuals at eac1i:lidhon. to be
intei-viewcd. The ~ro.jectOfficer and the contractor will a&-$ riifthe I-
variables u s e d - t ~select beneficiary (and other) inteniewees (kg., race, . -
age. geographic location. level of education, relationship to iddividuals
being placed in nursing homes; etc.). The contractor will dcvhop and
submit a pfoposed screener to be used to select bencfician ~.
. intei-vieweesiparticipants.
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Conduct experimental compa~isonsof thc proposed template

usability research on the accolnpanying language.
e Conduct qualitative research reviewing the usehlness of. intekrated

........
checklists.
The conrractor shall test interviewee's reactions to the contedt of
information provided (i.e.. thoroughness. usefulness: clarity: /md
understandability). as well as their reactions to the orgnizatihn of data
(i.e.. the order and combination of measures presented).
Videotape all iriterviews; as the research allows. ~ i d e o c a n d r a ssbould he

focused on the beneficiary who is speaking. A release must ke obtained
fiom a11 participants that willallow CMS to videotape intcnikwees.
provided that beneficiariesiparticipants are not identified by dame.
Prepare a written Top L3ne report that follows the protocol or work plan.
and present Top Line rep!? findings orally in a Po'werPoint p,resentatipn
to CMS staf%thin 7 ~ / o r k d a ~ ~ - athe
f t eresearch
r --. . _ . _
has been c&mpleted. - _ .
The demographics for all partib$a&s \~~il~'be-<u';nnia~-~edJ~fO~< $tifii . ssiori

. .
with the Top Line report. ..

....
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Submit a more detailed Final Report within 2 weeks after the reseasch has
been completed. This report shall include quotes fiom henefi'ciaries to
illustrate the findings.
?, , ;
Dcvelop and provide an oral presentationhriefing regarding tihe findings
t&F.MS staff.
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Consumer Reseat.&,~n.,NupingHome and Home Health Quality Reporting ~ e m ~ l a -t .e s
~
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Modification 0003
I. 1 K~ck-offMeeting I Meeting held in Baltimore to 1 7/14/0?- -1 -a
I review project expectations and I 1
~-1
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due dates. 1
1.2 ~ick-offhleetings . .. ~ . .. - .-Copies
. of meeting notes sent to Draft: 712 1!03
-Minutes ..., all meetfig particlparik. Figal: 7/24!03:-. -.
Dra fi
Final - - .-.. - . .. - - - -
1.3 Ccmf'erence Calls Conference calls or meetings Weckl y, unles( required
between Proiect and CMS staff more or less often.
....;-...:-.- .
, - . .- includes scheduling, agenda,
minutes call reports, and -
distribution. -~
1.4Work Plan All tasks necessary to complete

Drafi project with detailed schedule of Draft: 725103
Final deliverables: Final: 7/29i0?
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1 ~le&roniccopy in Microsoft
1.5 Research Protocol, Proposed protocol, timetable and 8/1/03
1
Consumer Research on Nursing Home and Home Health Quality Reporting Tdmplates
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Modification 0003 1 - -
DESCRIPTIm-- ;. - -.-I
DUE-DATE -
Timetable and Cost cost estimate submitted.
Estimate
1.6 Consumer Testing C5nsunier testing materials
Materials submftted to Project Officer; I
electronic and 2 hard cooies
1 ..7 Testing Locations and Proposed locations and screeners Draft: 1 O.:30iC
Screeners to Pro-iect Officer: 1 electronic Final: 1 1 i6:03
Draft and 2 hard cspies.
Draft
Final
.. . -. .. ..
M ~ e s a t o r ' s~ G d subnutted
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Projcct Officer for
e. -
approval:
electronic and 2 hard copies.
I
to
?Draft: 12/27/'(
-Fkaiial: &30d
1.9 Conduct Consumer --. Consumes testing, inclding 3: 1 4/04
Testing navigational, format and 1
usability testing.
1 .10 Top1me Report Topline report of findings - and Draft: j/ 1 1103
Draft recommendations fi-om Final: 5114/04
Final consumer research submitted to
.... Project Officer;
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1 electronic and 2 hard c o ~ i e s .
1 . 1 1 Final Report This-feport should include Draft: 711 104
Draft ~ ..-. . .-
d .,.+L 5..
recommendations for Task 2 Final: 711 3/04
Final based on all research. 1
electronic and 2 hard copies , ,
Illustrative highlights from
research on CD Rom that can be
viewed by a PC. CD Rom shall
be appropriately labeled with
- ..
s ~ t edate;
, time. and-prbject title.
I . I 3 Briefing for CMS staff. Oralinlultimedia presentation to
.CMSstaff via Power Point
presentation.
MAN SERVICES R E ~ T H
CARE FI?%.k%CLXC;
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750p ~ei%rityBoulevard
Baltimore, MD 212441850
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.~ . ~ a r c 26,200
h 1
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To:
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: Subject:
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CONSUMER RESEARCH AND COMMUNICATION (CRC) CONTR4CTORS
- LETTER R E Q U E ~ F O RPROPOSAL NO.

UMBRELLA CONTRACTS
- 00-004
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UNDER HCFA CRC
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TO ALL OFFERORS:
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We invite you to submit a proposal in response to t h s Letter Request for Proposal (LRFP) No.
00-004, entitled "Program Information for Persons Who Are Homeless," for a .oposed task
order we will issue under your CRC contract. We anticipate awarding a Firm-F xed Price
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(FFP) type task order from this statement of work. Your response must be in ac :ordance with . . ..-
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the requirements s&fbrth in Section G. 1entitled "Task Order Procedures" of yo n base
contract and this correspondence. f
You must submit.kchni.cfil and administrative questions concerning this LRFP , s well as.
BIDINO BID decisions via E-mail to Juanita Pang (jpang@hcfa.gov) by Monc ay, April 2,
2001. We request that you also provide the rationale for a n y W BID decisions.
.- a tha_ttime.
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You must submit your price proposal and technical proposal, on or before 10:0( A.M. local
prevailing time on Monday, April 9,2001 to the address listed below. Propo. als submitted
electr-onicallv are not acceptable. . . ..
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Health Care Financing Administration

~ c q u i ? t i o nand Grants-Group
ATTN.: Ms. Juanita Pang, Mail Stop C2-2 1- 15
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The evaluation criteria are included. The evaluation process is the "best'value" ; pproach; with
award being made to the offeror(s) whose proposal(sj islare the most advantage( us to the
Government. Technical quality of the proposal(s) is more important than costlp ice.
y e are not committed to reimburse any costs associated with the preparation ( ubmission of a
proposal nor to procure or contract for the services described herein. In additi the Contracting
Officer is the only individual who can legally commit the Government to the c enditures of public
fhds in connection with the proposed procurement. If you have any question llease do not hesitate
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to contact Juanita Pang on (41 0)- 786-5538. -
Sincerely,
wk$
Mary E. Jones
Contracting -Officer
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Attachments:
1') Proposal Preparation Instructions (3 Pages)
2) Evaluation Factors for Award (1 Page)
3) Statement of Work (4 Pages)
To assist us i'n thoroughly and completely evaluating all proposals, you must submit your in
accordance with the following format requirements specified below, and adhere to the page
- - himitations..
There will not be an opportunity for oral presentations. Assume a mid May 2001 award datC, with the
final camera ready products and disserninaiioh plan being due to HCFA by close of businese on August
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24, 2001. This deliverable date must be met in order coordinate printing of materials throukh the
Government Printing Office (GPO):.
-- A. ContentIFormat
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You must submit an origmal plus three (3) copies%f the following documents:
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(a)
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--- t- ~ d i h n i c i ~roposal(20
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Page L~GZ):
Executive Summary
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(b) Technical Understanding and Approach
(c) Management Plan
(d) Work Plan
(e) Past Performance (submitted as attachment; 3 pages; not counted towards pabe lmit) -
List of relevant references (description, dollar amount, period of performanc&,customer. -
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(9
point of contact,, and phone number)
Resumes (submisd as attachments for those categories you propose as key personnel; 2
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-- . pages maximum for each resume; not counted towards page limit)
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2. Cost Proposal ( M a g e Limit): You must provide a breakout of costs for the proposed task -.
- order.
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3. Assumptions: Assume a May 14,200 1 award date.
11. SUBMISSION OF TECHNICAL PROPOSAL

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A. General 1nfoGation
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As set forth above, the technical proposal must effectively convey your ability to
effort, and must address the evaluation factors identified for this requirement.
hard copies of your technical proposal by 10:OO A.M. local prevailing time
51,@01, to the address specified in the LRFP. Proposals submitted
acceptable. .-,. -
Technical Proposal
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(a) Executive Summary: Your proposal should demonstrate a detailed, comprehensive and
overall technical approach for suci6s~fullymeeting the objectives and requiremknts of this
task order. --
(b) Technical Understanding and Approach: Your proposal should demonstrate yc
(1) Ability to have a good understanding of the scope, complexity and requ ments
associated with the task order
I
(2) Ability to present in a cre& concise, and sound manner the work to be i ried out in
the Statement of Work (SOW),
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(3) Ability to responh to the SOW in all respects and reflect the ability to cc ply with all
I
requirements,
(4) Ability to effectively execute this project, including access to requisite c 1 and
- -information, resources, staff, expeh consultants, and computers.
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- - (El Management Plan ~ n d ~ e r s o n nYour z proposal,.should demonstrate your:. -. -=
( I ) A%ility to provide an administrative framework satisfactory for maintaining

control over the implementation and operation of the task order,
(2) Ability to indicate how HCFA's standards for high quality work can be met I time,
while the Contractor performs other competing obligations
(3) Ability to provide resources that you will require to support your plan (i.e. f lities,
hardware, software, other direct costs, communications, etc.), -
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(4) Staffing Plan -.Ability to provide personnel that are not only competent and .perienced
, in the skills requ?r-d in the Statement of Work, but that also have the requis academic
- qualifications and a variety of experiences in similar tasks and relevant trair g and - .
experience; key personnel should possess experience working for or with pc m s with
-. .. .
disabilitieswoZ?iis'abiKty-related issues. ~ , -2:.
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Key Personnel:- _. . -
1. Proiect Manager: Provide individuals with organization and manageme skills to serve as.
project mmager for this effort. This individual will participate as the pri iry point of contact -
- a ~overall
d coordinator of contract activities. This individual will work ectly with team ..
. ,
.. . members-ontb,e overall planning and execution of activities.

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: 2. Program ~ x p e r t s :Pr~vide-lnd~viduals
who know the benefits and enrol ent requirements of
.Federal programs that .are available to meet the needs of persons who arl omeless.
'
3. Social Marketing Experts: Provide a team of flexible Subject Matter Ex t s (SMEs) who
.-.. - have experience marketing and promoting Federal programs to targeted specific audiences -,<.
- ideally persons who are homeless, but at a minimum low-incornepersc and persons who
are physically disabled or compromised mentally.
(d) Work Plan: Your proposal should set forth a reasonable approach and time
frame for successfully completingthe steps of your proposed plan for this task ( er;
demonstrate correlation between staffing plan and work plan, which demonstrat the
resources committed. --
(1) Your involvement in a variety of projects performing the same or simi 1ar type tasks;
(2) Your creation of matenil describing Federal programs ideally targeted I individuals
who are homeless, but minimally at individuals with low-income;
(3) Your knowledgeof the Federal programs that serve individuals that ar
e h~ 'T
with specific examples of work performed or products developed. Yo
motivate and train the target audience for the training events;
(4) Your knowledge of the populatiorr'that is homeless, including barriers
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for
- and the diverse- composition_of the population (e.g. ethnic, rac gender,
- - services
accessing
"1;
- income level, rural vs. urban, disabilities); ._ = = _ .- -- -- 3 :
(-5) Your knowledge of lecal workers, faith-based institutions, provders; 1 th plans, . .

r and other partners that provide services to the population that is home1 7
(6) Your knowledge of effective tools for informing the population that is meless; and
(7) Your experience disseminating informational material and putting mat 11 in use.
( f ) Past Performance:
Provide a list 0.f three (3) references for similar services within the past 5 ! rs that can
address your c'&tibilities for this task order:
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Project Title
Brief Deserrptmrr. --.-
Company
contract c umber
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Point of Contact/Name/Phone Number

Period of PerfDrmance
Contract Amount
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The ~ov&ment"&aycontact these references.
EVALUATION FACTORS FOR AWARD
The Govenirnent will conduct a comprehensive evaluation of each proposal utilizing the test value" .
"'
process to determine wheh proposal offers the best combination of technical capabilities 2 nd estimated
costiprice
-- to the Government. - 7
A. Technical Evaluation Factors: The technical evaluation factors for this requirement are listed below
in descending order of relative importance.
1 . Technical Understanding and Approaclt

*
Your prop@aljs complete and demmstrates that you understand the statement of u!)rk and are
r(..l
--
- - *>re of contract objectives and tasks required to produce the desiredpoducts. Ym
sufficient size and has adequate resources to complete/support the various taisTcs. =
2. Management Plan &'Personnel
YOU; proposal includes key personnel who are competent and experienced in the sk 11s required
in the SOW. You have submitted resumes of key personnel that reflect a variety of txperience in
similar tasks. Your proposal indicates the percentage of time each staff member wil contribute. . ..
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If you propose subconlrqctors, you have provided information supporting their qua1 fications.
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-- 3. Work Plan
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Your proposal de~oRS'traieS'Thatyou understand the steps within the process for d e eloping-the
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materials,,
- .- , atimeline to, accomplish the work, and a break out of k9
- deliverables to ,e
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considered
for payment as they are-acce&ed/approved by HCFA. . . .-
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4. Corporate Experience
Your proposal will be evaluated to determine the extent to which your company has the necessary .-
experience and past performance record with work similar to that required under thi 1 task order.
B. Cost Evaluation
.. -.-. - .
We will perform a price analysis on your proposal, which includes evaluating the elements ~fyour proposed
price.
STATEMENT OF WORK
I. Purpose
The purpose of this task is to create and disseminate basic information on the various Feder 11, programs that arc
available to assist persons that are homeless. The target audience for the material is individ laIs that are
homeless. The intent of the material is thrEe-fold: first, to provide information about the se vices that are
available through the various programs; second, to provide basic eligibility requirements fo obtaining services:
and third and foremost, to include iri the material, in one place, a means for gaining more in ormation about all
of the programs offered. To accomplish this goal, the contractor shall perform limited testi~g. concept
development, concept testing of materials and approach development.
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+
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-Backgron.nd - ._ -
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~ u r r i e l m n e &has persisted as a national i i s e for a l m ~ ~ t ~ ~ ~ - . d .&-mgedge

e ~ a d e s . abo.ut~-gty .gpe"epces . ..
-.-
homelessness on a chronic,.recuning-bais demonstrates that poverty, a-disability orehonic disease issue. and a -=Tz
housing crisis (e:g., lengthy hospitalization, arrears on rent or mortgage, eviction by parents, spousziroommate, --'-
etc) interact in some individual$.and lead to a loss of housing and lengthy or recurrent episo ies of homelessness:
Lack of housing and compounding health and support needs make persons that are homeles among our most
vulnerable population.
Many of the largest Federal programs, such as Medicaid, Medicare, Social Security Income :SSI), Food Stamps,. .. - ...-
and Temporary Assistance to Needy Families (TANF), are available to improve the health a ~d welfare of the
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population that is homeless; yefisany services are not accessed. Instead, persons who are 1 omeless receive
services through targeted programs that have h i t e d funding and service scopes. When qut stioned, individuals . . ..
--
that were previously homeless indicate that they were "unaware" of the availability of the PI )grams or
"overwhelmed" by the p r m h r e s necessary to become enrolled in the programs. When the I did hear about a - . - --. -:
program, they reported to spend hours on a pay phone trying to find the right number, and ti e right person to
talk with about th~programs.~ o c a l c o m m u n iworkers
t~ report hstraZ%iat the nuances d eacharogram and
the lack of coordination among programs. They spend their limited time trylng to track dov n phone numbers
and information for persons ~ v h oare homeless instead of providing the services they need. idditionally, as new
..
systems are created for delivenng health services to the Medicare and Medicaid population e.g. managed care), -;-,-.
.- --,-there is a new host of providers that do not have gpenence with meeting the needs of indiv duals that are
homeless and who must be with tools to assist them as they become accustumed ti -proVi-die-thistype
of care. - - - - -
This is the first series of activities that HCFA will be conducting to increase access to healtt care and services
for persons who are homeless. In the future, HCFA anticipates doing a survey of current pr; ctices by State
Medicai,dpanaged
.. care plans, community organizations, and faith-based organizations, as 1 fell as an exemplary -,-,.
practice guide and training and technical assistance. -.. a
111. Scope
a .
Independently, and not as an agent of the Government,

.
the Contractor shall furnish all of the necessary services,
qualified personnel, materials, and equipment, and facilities, not otherwise provided by the ( iovernment, as
needed to perform the requirements of&e statement of work. The Contractor shall be respo lsible for creating
materials and developing training on the proper use of the program information created for t le population.
The material must be created in a culturally appropriate manner, and in a format that grabs ttention and thar can
be used by a person who is transient. While HCFA is the sponsoring Agency for t h ~ proje s t. and the Social
Security Administration will be working as a partner in this effort, the desire is to include i formation on all
Federal programs that are available to an individual who is homeless. Although the empha is is Federal
pr&rams, the material should be created inamanner that can be customized by c o m m u n i ~workers to include
local programs, as well as local contacts for information on the Federal programs. The sofi vare that is used to
create the material must be Word ofother compatible format that will allow for wide eleca nic distribution and-
customization. as well as placement on the HCFA Internet site. The contractor will be resF msible for devising
the format of the material, specifying the content of the material including recommendatior of programs to
include in the material, and for determining the apprCpriate level of detail to include in the laterial.
Additionally, the-qntmct~r will be respons-ble for a dissemination plan that targets sites w :hin the community
.-
am- w l i o s e f l c e the population that is homeless, as well as managed care plansthat are respom Me.& poviding .- .
health care to persons that are homeless: . . -.--.

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IV. Obiectives
There are several key objectives of this task order:
1. Ensure that local community sites, providers, and managed care health plans have matenal available to assist .
. -- -
homeless persons with obtainjng health care and services that are available under the Ft:( ~.
leral programs. A
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2. -Ensure that targeted sites have training makrial that clearly describes the purpose of tht material, and how
to use the material. Material must be easy to access and customize.
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3. Torecommenda dissemination p-lan for material including sites that
- .-should
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be targeted and addresses and
other contact information where appropriate. . .-.- . - -- -- A
4. Ensure that Regonal O K i e s have access to the necessary information, data, market res arch, trends,
training material,.etc. to help disseminate material and to provide technical assistance. . .. .
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5. To include a plan for determining the effectiveness ofthe material that is developedl
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V. Requirements
HCFA is interested in creating and disseminating culturally targeted material that meets the needs 'of persons
who are.h~meless.The contractor will be responsible for all stages of material developmer includingconcept .,-:
development, concept testing, creation, product testing, and final production. The contract( - shall collect
existing literature, interview a sampling of managed care organizations, advocates, provide: ;, and homeless
individuals themselves. Once a concept is developid, the contractor shall test the initial sal ~plinggroups again.
The contractor shall incorporate these steps in order to determine what information shall be ncluded in their
dissemination plan, which addresses maximum effectiveness. The Contractor will be requi :d to work and
interact on a regular basis with a HCFA planning group.
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A. Meetinfieporting Requirements
A. Kick-off Meeting Participate in a kick-off meeting and orientation to meet the k government players
and set expectations. The Contractor shall participate in an initial meetingkickoj :onference that shall
be held after award of the Task Order. The Contractor and GTL shall mutually di m i n e the time and
- date of the conference. The Contractor will be responsible for assisting GTL in s ing agenda, hosting.
and preparing summary report of the meeting.
B. Work Management Plan: The Contractor shall design and implement an expander rork management '
plan for ensuring maximum cost and labor efficiency. Thls plan should include a itages of material
development and dissemination, with ample opportunity for HCFNSSA review a clearance. The
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Contractor must develop a draft and final woAc management plan in accordance v 1 Section V1:
Dellverables. _The GTL will r e v i e y ~ h edraft and provide feedback to the Contrac - within one ( 1 ) week
5- - - Wter receipt. . - --
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C. Monthly3tatus Reports: Provide monthly contractor status reports on activities a1 deliverab1es:'~he -. --1
first report will be due 6'weeks following the effective date of the task order. Tht after, the report will
be due the 15th of each month. (See Section F.2 of Base Contract for further guid :e)
D. HCFA Communication & Meetings: Participate in HCFA conferences or meeting lpon request of the
GTL. The purpose of the meetings will be to provide updates on the status of pro( ses or deliverables . ... --
and ,to raise any issue~,reguiringHCFA attention.
%$
- E. Final Report: Prepare a draft and finaLreport at the end of the contract surnmarizi. expenditures and - .
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lessons learned fiom research conducted in creation of the material.
.+c-.-*/.-. ...'>
The Contractor shall submhto the Government Task Leader the specified number of h 1 copies plus one (1)
electronic version tethe GTL that has been prepared in Word/Excel, or other compatible sc mre. The Contractor .;I
---must-also submit a copy of the transmittal letter for each deliverable to the Contractin! Ifficer at the address ..
specified on the front of the tasdorder. The final camera ready products and dissemidatio - received
~m-itju-fie
_ by close of business on August 24,2001 in arder to coordinate printmg through the Gov~ ment Printing Office ..':-
(GPO).
DELIVEJRABLE SCHEDULE
Participate in kick-off meeting and Hard copies and electronic 1 W i t h two v eeks following
orientation session; prepare summary version in Word or other award of con1 -act
report compatible software to all
meeting participants, which will
varv and GTL.
Work Management Plan. 4 hard copies and electronic Draft: Two (2 ) weeks after
version in Word or other kick-off meet ng
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c~rn~atible'software to GTL Final: Two (2 I weeks after
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h Ready Products
- .
and- .. 4 hard copies and electronic =-Must be Rea ived&v Close
- .
~issemination'~1an version in Word or other of BusGess o 1;~ugust24, -
compatible software. 2001
HCFA Communication & Ad Hoc Hard copies and electronic By close of b~ siness two
Meetings version in Word or other days after the jate of the
compatible software to all meeting
meeting participants and GTL
Monthly Status Reports 4 hard copies and electronic 6 weeks after :ontract award
j. '
\=. version in Word or other and the 1 5Iho every month
compatible
- software to GTL thereafter (Se : F.2 of Base
Contract)
Final Report A - . - ~ . - -
- -. 4 hard copies and electronic Draft: Five (5 weeksp-ior to
version in Word or other contract expir ition
compatible software to GTL-- Final:. Three ( I) weeks
.-.r _ prior
.I
to contract ex jiration
-. --- V1.I.- Period of Performance:

- .. - .* .. ..
. -....- ..
.- -.. .
-
The period of perfonnanc,e for --
this Task Order.shall
- .- - - .
be (9) months from the date of award.
DEPARTMENT OF HEALTH & HUMAN SERVICES CENTERS FOR I
MEDICAID SICK7
7500
Batin
.- Ketchum Public Relations .-

2000 L Street, N.W. . .
suite 300
\
Reference:.Contract No.
-: 500-0 1-0002 .:
.&- -:2aikC)rd;r Number: . . . 0004'

. - -- --
-- -.
Subject; -. , Modification 000003 .---- -.
---
ear Ms. Printz: ..
Enclosed herewith is one (1) fully executed copy of the subject Task Order Moc :ation under
Contract 500-01-0002. Please acknowledge receipt of this task order by complc ;the
"Acknowledgment" below and returning this letter to:
~ e n t e k & rMedicare and Medicaid Services

ATTN: Ms. Juanita Wilson
AGG/DPC, C2-2 1 - 15-
75'0-Sewrjty Boulevard
Baltimore, Maryland 2 1244- 1850
- y- 3
If you have any questions, contact the undersigned at (41 0) 786-5538.

--
,
- . - .
-
. - .-.
. ,
..< - -- .+ p w w d -vL
Sincerely,
. ..
- ..
- . --
. -. - .-
. .
- .
- Juanita Wilson
Contract Specialist
JEYFJGY a M ~ i l u dSVP~T;
i~ :R
Contractor's Authorized Representative
~ a h and
e Title (TypelPrint) ..... .-
q - iL 'ot
Date
DEPARTMENT OF HEALTH & HUMAN SERMCES CEYTERS FOR M CARE .k\D
MEDICAID SERVI S (Ch1.S)
a, 7500 SI r i h Boulevard
Baltimt MD 21244
Ketchum Septe
ATTlV: Ms. Sandy Printz -
2000 L Street, N.W.
Suite 300
.
- --
Wash~ngton,D.C. 20036
- --
Task Order Number:

Subject::
-
-- -~efer&ce: Contract No. . 5OOXfi -0002
.. 9904
Modification 000003
-- -- ----
--.- .
--.
.
_
.
-.
Dear Ms. Printz:
Enclosed are three unsigned copies of the subject modification. Please have a du authorized
official of your organization sign in Block 15b and complete Blocks 15a and 1% age 1 of the
. .. -- ..-
-.-
document (SF-30).
*:. -
- Retain -
- a copy for your files. The three signed copies should be returned to:
-
Centers for-Medicare and Med~caidServices

- AGGJDPC, C2-2 1 - 15 - ---
--
*-
-
....
- --- .. .. .. Upon receis thereof and signat.ure by an authorized-Contracting
.
- .. --- Officer, one f d l :xecuted copy
win be rekrned fb you:.:. ... b .
.. -----.- -- ... .-.
-.
- -
. - ..
No modification will exkt untilsthe 6llyexecuted copy (or other signed acceptar 0f
modification) is mailed (or otherwise furnished) to you. In such event, the modif tion will be
effective from the date shown in Block 3. page 1.
Sincerely, _ _..
1
Juanita Wilson. Contract Specialist

--Acquisitions and Grants Group
Enclosures
August 9, 2002
*
- - for Medicare & Medicaid Services-
-Centers
*
.
_--
~
-
- . - ..-Aquisition&-Grants Group
-
ATTN: Mary E. Jones
:I
- -
-.
. .-. - . - -.- -- . ~--

- .
--- -.
,7509 Security BouleGird -
--. .
"
Baltimore, MD 21244-1859 . A
Ketchum
2000 L Street NW Su~te309
Subject: No-Costs-Extension (NCE) to Task Order No. 0004
Wash~ngtonDC 20036
T: 202 835 8800
Reference: Prime Contract No. 500-01-0002 -
F 202 835 8879 . . .. -- .-.-
-.
j' .; ivww ketchum.com
Dear Ms. Jones: k'

- - .. OHices in:
North ~ r n e r i i a
In compliance with the referenced prime contract, Ketchum, Inc. respec I1y Europe
'
request a NC&.*.-the..subject task order from the current completion dt of s ~ ~ aa c ~ f -~ I-

c --.
September 30, 2002 to a revised completion date of February 15, 2003. A rt ,d L a l m Arner~ca
. . . . DeliveZzble Schedzile i s endosed for your review and accQTmce. ,. .---
If I may be of further assistance, or if you have questions, please contact

-
(202) 835-9426 via email at sandy.printz@ketchum.com.
.. . . . ... ~
.., .. - ..- .
Thank you for your consideration of,%nd attenti:*to. this request.
..-
'Sandy print?. .-.
Vice PresidentKontract Manager
..
Cc: Cindy Riegler

-' Enclosures: as stated
..--.
--
BONE MASS MEASUREMENT SCREENING
Ketchurn Task Order #4
DELIVERABLES SCWEDULE DUE Dt

Receive feedback on materials fmm-CMS and. clearance to August 6,2002
proceed with focus testing
Implement any modifications to DRAFImaterials based on August 9,2002
..CMSfeedback and recommendations and submit materials
to CMS Proiect Officer prior to focus testing
Submit focus group screener and moderator+pides to CMS Draft: Septembc
Projec-Oficer for review 7inal: Septernbe
-Conduct Bha'se f focus prom test?% 3ctober 14-18
Submit top line report of-Phpg.I focus group test findings Drat: OctQhe-r2
to ~ ~ ~ ~ r oOfficer
j e c t Final: ~overnbei
.
Submit modified mock-ups based on Phase I test findings'. November 15,2(
and CMS feedback
Conduct Phase 11focus grow testing
Submit top line report of Phase 11 test findings and CMS Draft: Decembe~
feedback Final: December
Conduct Clearance/Comments Meeting January 6,2003
Submit Developmenf Beports to CMS Project Officer Draft: January I
Final: Januarv 2
submit approved Message/ lnforma6onal Materials to CMS Draft: January ;
Project Officer .,-+. ... ...- Final: Januarv 3
Submit Camera-Ready Materials to CMS Project Officer February 7,200:
Submt Monthlv Status Re~ortsto CMS Proiect Officer :. sth of Each Mol
DEPARTMENT OF HEALTH & HUMAN SERVICES CENTERS FOB MED LaE AND
MEDICUD SERVICI chis
- Ketchum Public Relations

ATTN: Mr. Jeffrey Mullins
2000 L Street, N.W.
Suite 300
- - - - -
. ~
Reference: Contract No.
--- -~askOrdkr:Number: -
-
subject:
5 -
.
.-
-.
* .
--
-
--
,
500-0 1-0002
0004 3.7
. *.
-
Modification 000001
*,
- .- . :. -,. _.. -. . .
:
+
.. --
.- -.
:-
Dear Mr. Mullins: ..
Enclosed herewith is one (1) fully executed copy of the subject Task Order Modifi tion under
Contract 500-01 -0002. Please acknowledge receipt of this task order by completin the
Centers h@vledicare and Medicaid Services

ATTN: Ms. Juanita Pang
-
AGGIDPC, C2-2 1 - 15 -
~alt;'%'d?e,h/Ta'yland2 1244- 1850
. . - . . ?.
-- e
If you have any questions, please contact the undersigned at (41 0) 786-5538;;.
- Sincerely,
..
- - -. .- -
I
. _ _ - _ - . - .. . . .- ... . . . . ,-
-
~
:_._-
Juanita Pang
' . .. - - -:Gontract Specialist
Enclosure
I
--+
My ra..vum,bs
~onxactor'sAuthorized Representative
Name and Title (TypeIPrint) ...-
.-
'n
L
Date
DEPARTMENT OF HEALTH & H U h h N SERMCES C E ~ T E RFOR
~ M CARE A N D
MEDICAID SERY S (CMS)
7500 SI rity Boulevard

, M D 21241 -
Ketchum 8.2002
ATTN: Mr. Jeffrey Mullins _
2000 L Street, N.W.
Suite 300
... - .. - ---
--
- - - - -- - - ~ ~ f g k g & : ' ~ o r r t No.
r a. c- 500-0-k0002 - A
.- ~
. . . .-
. - - -
Task Order Number:. . . ..----- 0004 . . --
. -
~
---:
Subject: - ~odification00000 1
-.
Dear Mr. Mullins:
Enclosed are three unsigned copies of the subject modification. Please have a du. iuthorized
official of your organization sign in Block 15b and complete Blocks 15a and 15c, Lge 1 of the
document (SF-30).
Retain a copy for your fifis. The three signed copies should be returned to:
.-
- -
Centers for-..Medicare and Medicaid Services
.?%-.A
ATTN: Ms. ~canitaPang

- AGGIDPC, C2-2 1- 1 5
TC
Baltimore, Maryland 21244- 1850
upon receipt Thereof and signature by an authorized Contracting Officer, one full; xecuted copy
- _-I. .- .. . ... .. ... .
.* . . - -
- .. -..
. ..- -- ...
**willbe returi&to--you.-. .... ...". . -..~ - - - , .-.
-.
-
No Aodification will existuntil the fully executed copy (or other signed acceptan, of
modification) is mailed (or otherwise furnished) to you. In such event, the modifi tion will be
effective from the date shown in Block 3, page 1. ..
Sincerely,
..-
Juanita Pang, Contract Specialist

.Acquisitions and Grants Group
Enclosures
February 28. 2002
Juanlta Pang -
Centers for Medicare gi Medic_aid Servlces
7500 Secunty Blvd.
Mail Stop C2-21-15
Baltimore, MD 21244-1850
Reference: Contract Number: 500-0 1-002

*
..
- Task Order: 0004
-
- -
.. - .- - .-
* --
-
-.
..
---
- . .-
. . . . . . .
-
<.- ~--- .
Subject: ~ e q u e sfor
~ t a Contract Extension .= ~y .- -. -
- . -. .. .- .-,
' ~ e a i ~Pang:
s . ....
The purpose of this letter 1s to request a modification for an extension to the Ketchurn
2000 L Street NW Su~te30@
referenced contract titled "Bone Mass Measurement Screening". Ketchum is Washington DC 20036
requesting an extension in the period of performance from March 21, 2002,t T 202 835 8800
August 3 1,2002. F 202 835 8879
.-.-
. . . . ..-
ww~v.ketChum.COm - .
,v" .
%'?. 4
The reasons for the request for extension are: Offices in:
N o r t h America
Europe
The materials being developed in conjunction with this task are basec 1
researi+jj's;;;m-
.."+ Asia . Pacrf~c
-. . . . . . . . -- .
t? " Letchum did not re :
ve - i a t ~ nA m e r ~ c a -
-RTI's final.repoa until January 9, 3002. At that point,
--.-- it was necessa to
make adjustments to the first draft of the materials ~o reflect i;+ fir .. - -
research report.
, In additim; the number of CMS team members with an interest in thc
project has expanded. This has led to a need for further review and
-comment, 'whictihas taken significantly mbre time than--original1..y - ---
.....
anticipated when the deliverables schkdule was prepared. '
, - - .-
~.
- - ~
'The revised deliverables schedule, which has been sent to Maxine Turnipsee,
(project GTL), is attached for your review.
...-+" This request will not affect the scope, deliverables. or cost of the contract. T
you for your cooperation. :-.-..
If you should have any questions, please contact me at (202) 835-9455
Sincere]y, ~-
,Jeffrey Mullins
Senior Vice President, Finance and Administration
BONE MASS MEASUREMENT SCREENING
Ketchum Task Order #4
DELIVERABLES SCHEDULE DIE 1

- . CMS and clearance to (
Receive feedback on materials from April 22,2002
proceed with focus testing
Implement any modifications to DRAFT materials based on April
I - 29,2002
CMS feedback and reconimendations and submit materials
to CMS Project Officer prior to focus testing
Submit focus group screener and moderator guides to CMS Draft: April 15
E
Project Officer for review Final: May 3 , :
ConduitThase I focus group tes~i_ng -. May 20-24,20(
Submit top line report of Phase 1=focusgroup test.findiygs . _ Oraft: May. 31:
to CMS Proiect Officer, -. I Final: .IWE=X:
Submit modified mock-ups based on Phase I test find~ngs June 10,2002
and CMS feedback "
Conduct Phase I1 focus group testing June 17-21,201

Submit top line report of Phase I1 test find~ngsand CMS Draft: June 28
feedback Final: July 8, i
Conduct Clearance/Comments Meeting July 9,2002
Submit Developmept beports to CMS Project Officer Draft: July 15,
a
' Final: .lulv 22.
Slubmit approved Message1 Informational Materials to CMS
Proiect Officer
Submit Cameral-R%dy Materials to CMS Project Officer
I1 Draft: July 26,
Final: Aueust !
August 14,200
Submit Monthlv Status R e ~ o r t sto CMS Proiect Officer 1 5 ' ~of Each M
~uanitaPang March 26. 2002
Centers. for Medicare & Medicaid Services
7500 Security Blvd.
.-
Mail Stop C2-2 1- 15
- .-
Baltimore, MD 21244-1 850
!
. .
Reference: Contract Number: 500-0 1-002

Task Order: 0005
- . --
- .-
....
.-
Subject: --:.I-
_Revised-Deliverables --
Dear Ms.--Pang:
:
.- -
Schedule . -- - .
...
-
.
.
.-
-7.
~-..
--
.- -.
M
. . .
'
- - -
---
.
.. ..
--.
--
--
The purpose of this 1ettei.i~to submit a revised schedule bf deliverables to the

referenced contract titled "Consumer Use of Quality Data ". Revisions are requeste for
Ketchurn
the subtasks listed below. Subtasks six (Application of the Transtheoretical Model I
2000 L Street NW Suite 300
Informed Choice in the Medicare Population) and seven (Final Report) remain Washmgtan DC 20036
unchanged. T 202 835 8800
Ketchum requests revlsi&i;s to the task order 0005 deliverables schedule due to the
F 202 835 8879
www kelchum con
--
----
- followng: A - Onices in:
- .
- North ~rnerica
Europe
Subtask 1: Cmstrmer -Testing Regarding Public Dissemination of Home -Asia Pacif~c . -. - . --..-:
.. Health Care QualityData Based on OASIS Outcome Reports

- . Latin America
1 t e 2 4 ( ~ i c k - o f meeting
f minutes) was completed ahe3Wf
. ,.. Additional discussion and research, including an organizational meeting
...:
...,..
.. .
requested by CMS and held on December 11, 2001, forced
(research protocol and timetable). This cascaded, leading to a delay in the
.-- -~..
- -_ _ _ _ ._. . a _ i -- delivery-of item-#6 (sc.reener), w h s h was basgd-on
. - . .
'research protocol -.
-. The original schedule of dell-vqables resumes with item #8, top line report. . .-
Subtask 2: ConsurnerProvider Testing Regarding Public Dissemination df

Hospital and Healthcare Facility Comparative Performance Information
..:+-...m - This task has been put on hold per instruction from the GTL, David Miranda.
Mr. Miranda informed Ketchum he was planning to submit a contra.ct., ..
modification for work on this subtask to begin on or around May 30, 2002.
Subtask 3: Consumer Testing Regarding Consumer Preference of ~ e c i s i o n

Tools Versus Scorecards
Item #3 (written reports) and all deliverables associated were delayed at thr
request of CMS. The CMS team wanted to gather and share relevant
I information with the Ketchum team prior to set-up.
The schedule of deliverables is back on original timeline beginning with it€
(consumer testing of materials).
-
Subtask 4: Describing Target Audiences for Health Plan and Facility Spei
Quality Information Provided b y .Medicare
Per the GTL (Rosemary Lee). the wntten reports ong~nallyrequ~redwere
determined no longer necessary.
Also per the GTL, the literature revlew would be conducted on an ongolng
.. .
Subtask 5: Testing a Screener to Assess Beneficiary Skill with Cornparati.
.. .
.. - . --I .-,.. chwtF..i;ersus,
, ...
;
.
.-
Narrative Prese-n@tions of Qmparative Information
Item #2 (lock-off meeting) wcs delayed several-days due tbgholldaymd.
--- -- .
vacation schedulesof several team members. .
ow ever, item #3 (management and work plan) were.submitted ahead of

schedule.
Item #7 through #9 have been delayed based on CMS request. There is a
specific timeframe in which CMS would like the reporting to be completed
Despite the revisions outlined above, the task order 0005 final report will remain o
schedule. ..*'9"
.
-- The revised deliverables schedule has been discussed with the appropriate GTLs.
request will not affect the scope or cost of the contract. Thank you for your cooper
.- ... ,
..%- %
,.*' '+
If you should have any quesf~ons,please contact me at (202) 835-9455.
- --: --- .- .
--JeffreyMullms - .. - - --- ..,. . .
. ..
.*-
,- ..- . . - -
-- .-. .-
--
.- .... . -.-
Senior Vice President, Finance and Administration--
January 28,2003
Center for Medicaid and Medicare Services
- &-
.. .-
- -
- Atto+Ms. Juanita -Wilson
: 7 ~ 0 0 ~ ~ c < r i ~ y - ~ o u l..e v a r -
Baltimore, MD, 2 1244,-1850.
-:
-=* d .-
Z
--
. ~
--
-- - .-
..
~. .
--- -- .
- A
Subject: No-Costs-Extension (NCE) to Task Order No. 0005
Reference: Contract Number No. 500-01-0002
Dear Ms. Wilson :

;/' %%, .
www kelchum t o m
-
In compliance with the referenced conmact, Ketchum, Inc. hereby requests a :E
- 6 the subject Task Order from the current completion date of September 26, 33 Officesin.
North Amenca
.. to a revised cggpJ,etisn.,d_ateof September 30, 2004. This NCE is necessary c , ,uE -.
unanticipated circumstances that have taken place and have caused the o7 all AW Pac~r~c
- . timeli~eto shift. This request will not affect thc scope, ddiwrables or cost ( hc Latin America
:*:- - . - -
contract.
Thank you for y6ur attention to and consideration of this request. If you sl
have any questions, please contact Sandy Printz at 202.835.9426 or my51
-- --- .. .. .. . .-202.835-9455; - .---:,
" .* . --.-_-_
-.- . .
-. --.
.--%ffrey B. Mullins, SVP

Director of Operations
DEPARTMENT OF HEALTH & HUMAN SERVICES S M
~ T E R POB
MEDICAID SERV
--- Ketchum Public Relations - -

2000 L Street, N.W.
Suite 300
- -
Re-ferencc Contract No.
- ~ a s k o r d ~umber:
Subject:
r
500-0 1-0002
0005'
\
. Modification 00000 1
. -
-- -- --
---
--- - -
-.. ..
Dear Ms. Printz:
Enclosed herewith is one (1) fully executed copy of the subject Task Order Mod ation under
Contract 500-01 -0002. Please acknowledge receipt of this task order by comple ;the
~ e n t e & @ rMedicare and Medicaid Services

- ATTN: Ms. Juanita Wilson
- AGGIDPC, ~ 2 - 12- 15-
75DDSecurity Boulevard
- - - --
--
. .-
If you have any questions, please contact the undersigned at (410) 786-5538.
Juanita Wilson
-- -
Contract Specialist
Enclosure

-- -.
Name and Title (TypeIPrint)
Signature
Date
DEPARTMENT OF HEALTH & H u N ~ NSERMCES RE 4"
C E K T E R S ' F ~M
MEDICAID SERVI(
If'
7500 Sec
Baltimo
I
cur
I
it? Boulevard
h.1D 21214 -
- .-
Ketchum Septennbl
ATTN: Ms. Sandy Printz .-
. .
2000 L Street, N.W.
suite 300
..
-
- -- ~ e f e r e r i & h m t r a c tNo. 500-Ckk-0002 -- -

--- .
-._--- . .
Task order Number: 0005 . - -- .-.-. . . ..~ -.
.. - .. --. ..
Subject/:-. Mbdification 00000 1
Dear Ms. Printz:
Enclosed are three unsigned copies of the subject modification. Please have a dul iuthorized
official of your organization sign in Block 15b and complete Blocks 15a and 15c, .ge 1 of the
document (SF-30).
--
Retain a copy for your
.-
cia. The three signed copies should be returned to:
k
Centers for
-. Medicare
. ./
..a-c*,..
and Medicaid Services
- AGGIDPC, C-2-2 1 - 15 -=.---
A-
Upon receipt7hereof and signature by an authorized Contracting Officer, one full) ~ e c u t e dcopy
- --<--
'- will be returned to you. -.
.- -- - -. --
- .- -- -- -.
-
No modification will exi-st until thefufly executed copy (or other signed acceptanc Elf
modification) is mailed (or o.thenvise furnished) to you. In such event, the modific :ion will be
effective from the date shown in Block 3, page 1 .
Sincerely,
:: .-
Juanita Wilson, Contract Specialist

.Acquisitions and Grants Group
Enclosures
DEPARTMENT OF HEALTH & HUMAN SERVICES CESTEF OH M E D I C A R E A Y D
MEDICP SERVICES (C%lS)
- -
- -
7 5 0 0 Se ity Boulevard
Baltimo M D 21244-1850
To: Ketchum Augus
- --
....--
....
-
--. - -
-
.- -
ATTN: Ms. Sandy Printz, Contract qdministrator
2000 L Street. N.W., Suite 300
:- w&hkgton, D.C. 20036 :::z,
.- ~. A
.
~
.- -
. . .. - -. -
Subject:. Request For Pi6po&l-Tor Task Order 0005, Modification No. 01 ;nd&r 1 : Centers for-.
- -. - .
-
- ----
* -
Medicare and Medicaid Services (CMS) Consumer Research and Communicatior CRC) -. -
Umbrella Contract umber 500-01-0002
Dear Ms. Printz:
Please submit a proposal for additional work under Subtask 3, Consumer Testing :garding - - ~..-
Consumer Preference.t$-)3ecision Tools Versus Scorecards to be performed as a r dification to A
the subject task order entitled "Strategies for Informed Consumer Use of Health C e Quality
- - .
. - Datan under your CRC contract. The Government anticipates award of a Cost Plu ixed Fee ~.
(CPFF) task order ,modification

. . A.-.. for the attached Statement of Work for a six (6) n
/
~ t hperiod.
..
- You are requested to provide a hard copy (original and 2 copiesJpfyour cost pror a1 which
. / -
details your staffing plan by task and lists key personnel by name (resum&.for an: ew- -
personnel; limit 2 single-sided pages)-and technical proposal by 2:00 P.M. Wedn jay,
September 4,2002.'-Additionally, a brief narrative describing technical approach visions
should also Ee submitted. Please submit your proposal to the following address:- --.
.
. . ..- . .
- - _ _ _ - . - . ., .. . - ..... .
.~. ..
.. -
~
.. . ..
* .z--.
_-- .- -.-
-...
-- -
.
. .
Centers for ~ e d i c a r and
e Medicaid Services (CMS)
.- .
ATTN: Mrs. Juanita Wilsok eontract Specialist (X65538)
Mailstop C2-2 1 - 15
.. , ,.->.: -- . ~
If you have any questions, please contact Juanita Wilson on (41 0) 786-5538'6; the
(4 10),786-5163.
Sincerely,
Attachment:
*/P=
Mary E. Jo es
Contracting Officer
7
1) Statement of Work (5 pages)
cc: Julie Franklin

Statement of Work
I. PURPOSE
"
The purpose of this task order modification is to provide additional services u ider
Subtask 3 of the original task order associated with conducting consumer testi 1g of
recently planned modifications to the M;dicare Personal Plan Finder. This wl ~ r kconslsts
.- -
... of eo'.@itwe..interviews in c o m p t e r laboratory settings to test beneficiary pret :rences for
.
--
-
- ..
.. .
-I
.
--
a l Finder, using specific standarch z;ed ~ k s .-
and ease of use of the ~ e d i c a r k ~ e r s o nPlan - -
- -- -
--- -.
-- - --
for a number of participants.
--
-. - -
11. BACKGROUND
CMS has tasked Ketchum to study consumer preferences for different types o 'decision
support consumers need for easier and more effective use of health plan qualir y data.
One option that could support consumers is a decision support tool, that is, a t )ol that -...-.
. . .. . ..-
applies algorithms t ~ ~ d ainput

'w
t a by users (after prompts or questions by the wc bsite) and -
that then produces a simplified or more actionable output of the data. Recent1 i and in a
very short time frame, multiple groups of staff at CMS were tasked with creat on of a
web-based decision support tool for use of cost and benefit information to selt ct a health
-. . . . . --.-.:
plan. This to~dT~fcalle&the Medicare Personal Plan Finder and can be found In the - 1 -
www.medicare.gov webite. --.--

---.-
. . .-.- A
The Medicare Personal Plan Finder (MPPF) tool as it currently exists does no.
incorporate quality data along side the cost and benefit information. It allows
users to.link to relevant quality data, but does not offer additional decision s u port.
~ - -- -
-.However, the MPPF -isa-decision tool that coul&igtegrate quality data m o r e c osely with
cost and benefit inf&ation, if CMS decided-to broaden the scope of the' kiirr i f t o o l . 6
addition, the rapid w2rk done tg g e a p the MPPF tool allowed for some consL mer
testing, but recent proposed changes have not benefited from similar testing. ' 'here fore,
for activities needed to assess consumer preferences for composite quality me, sures
versus decision tools to be completed efficiently, consumer testing of the recei ltly
.. +:...- proposed but not yet implemented changes to the MPPF should be conducted irst.
Assessing consumer reactions to recent proposed changes, such as to the.~ut-cF-pocket
costs page, would help frame more precisely the questions posed by the subta: k.
111. SPECIFIC TASKS UNDER THE CONTRAC'
General Requirements
-- -- -
--
Activity 1 - Develop Work Plan
.-
Work Plan-The Contractor shall produce a draft workplan (Deliverable 3a)
..
Screeners-The Contractor shall produce,draft screeners for interviewee recrui nent
- - ./Deliverable 3c).
- ---- .-
- ---
--
-. ..
-. .
Protocols-The contractor shall produce a draft piotocol for c-itive intervie s aid the
..
-
.- ..
-
._ .
- .
. . ----.
taskilthat interviewe& i h i l l x e asked to complet; (Deliverable 3d). . ..
- --
--
-. -
. .
~ e m ~ l a t e s / ~ o c k - u & - ~Contractor
he shall use current www.medicare.ao\- M
Personal Plan Finder screens and beta site screens provided by the CMS websii
contractor or, if necessary, other templates pre-approved by CMS. Testing sho Id be
conducted in a structured format with clear options for participants to choose fi m-
unstructured feedback about what would make an ideal web tool should be disc uraged - - -.-
by the interviewers:. &he Contractor shall obtain feedback about each of the thl e
'k
-
. ..
scenarios being planhed for the Out-of-Pocket costs page-costs based on age ~d health
-
input data, costs based on chronic4lness like diabetes or congestive heart failu :, and- . .
.. costs based on an unexpected event like a heart attack. The Contractor shall re 3rt on
'
difficulties uniieYGiiidi~~~or using the tool with these additions, strong likes or islikes-6f -- -:
- . .the pro~osedchanges, and, the reported degree to which interviewees

- . ---. - expect t h ~r
decisions might be impacted by the new Out-of-Pocket cciitspages (DeheraM -5.1
Activity 2 - Holdlnitial Meeting with CMS

.-
.-. . . . .. . Prior to. commencing data-cdlection,_theContracQcshall supply-plans, timelln
recruitment screener~~~rotocols, and-other docilmentation of Contiactor 6%-m
addition, the Contract_or~shall.hoId_an
initial meeting with CMS to clarify goals
methods. A summary of this meeting shall be produced within 1 month (Delivl
Activitv 3 -- Data Collection and Follow-up

, .<-..' -
The contractor shall collect data from 20-35 individual interviews in 4 sjtes (2- tes each
in 2 locations) with beneficiaries recruited from Senior Center cornput& classe: and
similar sources. The Contractor shall make some effort to represent both youni md old,
fee for service and managed care enrollees, and both healthy and chronically ill or
healthy beneficiaries whose loved one has experienced chronic illness) in the sz ~ple.
The Contractor shall gather demogaphic data and data on experiences with chr nic and
acute illnesses fiom the subjects. These options shall be discussed with the task eaders
prior to finalizing the recruitment screeners.
The Contractor shall use desktop or laptop computers to engage participants in
tasks related to the usability of the new Medicare Personal Plan Finder (MPPF
.
Contractor specifically shall engage participants in review and comparison of the nen.
out-of-pocketcost pages feature of the Medicare Personal Plan Finder. A beta site with
-
these features shall be made avaitable by the CMS website contractors prior to the test
dates. The contractor shall produce videotapes, audiotapes and/or transcripts of
interviews; summary tables with descriptive data about interviews (demographics.
,
logstics, and modifications needed for protocols) (Deliverable 5).
-
--_.. _
..
.
--
--. -
-
Activity 4 - O v e r s i h t of Data Collectio~andFollow-up
-No
. - --
. ihinges t6 the,recruitment srreeners ~ ~ ~ ~ r o t oshall
c o lbe
I
s permitted without prior oial
--: ... Sfrall
and written notification and discussion with CMS: However, the=Contractor .-"I:
I
iteti@
CMS of any difficulties & c;'ther circumstances that would require or m-&e woithy any
-,
changes to the screeners or protocols (Deliverable 6).
Activity 5 - Topline Report ~

A drafi topline report shall be produced summarizing in 3 pages or less the re& of
testing and interviews and recommendations to CMS and its website contractois. This
report shall be produced within 3 business days of the completion of the interviews and
\.
shall summarize only the information necessary for CMS and its website contractors to
proceed with modifications to theMPPF. In particular, the topline report should 1 foc&
on the usability of the new Out-of-Pocket Costs page as part of the MPPF and dow the
page resonateS.Si9li EodSumer preferences and stated needs. If no clear r e c o d e n d a t i o l l
-- - CMS policy inhut, the
can bedrawn, but alternatives must be weighed with additional
Contractor shall format those alternatives in a decision mekoformat,with prod and=cons
summarized succinctly (Deliverable 14a).
,=
Activity 6 - Detailed Report

, -- .
I -- .- --
This drafi report shaii incorporate more detailed discussion of the material in tfie76plinb-
I
report, as well as additional 1-nfomation about the research methodology, limitations, and
i
implications for future research. In particular, implications for testing consum r
preferences for decision tools versus composite measures as forms of decision upport
shall be spelled out in detail (Deliverable 14c).
..=" -
Activitv 7 - Presentation to CMS ..-..
A meeting or telephone conference call shall be scheduled with CMS staff who may have
useful feedback for the final report or who may be impacted by MPPF research. Prior to
the meeting all participants shall be provided a copies of the detailed report and any
additional materials (e.g., transcripts or tapes) that might be useful. After the meeting the
Contractor shall produce -a- summary of the meeting (Deliverable 9).
Activity 8 - Revised Detailed Report
The Contractor shall produce a final report incorporating feedback from the ta eader,
other CMS reviewers. and feedback gathered at the Presentation conducted f o ~ viS staff
(Deliverable 10). - -
-
Activity 9 -Testing Consumer
- Preferences for Composites versus Repon Card
The Contractor shall revise research plan for testing consumer preferences, coi
testing, offer a draft report, present to CMS, and revise the draft report based c
feedback. (Deliverable l 1 a).
.
- - -.
c.
-
--~
-
-. .. -- ..-.. - -
.- -.-
--,
h contractor
e shall conduct consumer t e s t i n g & x o v i d e v i d e- ~--
g, d i - o o rtrar
evidence of this testing (Deliverable 1 1b). =
--: -
.-
--
-.
The contractor shall produce a draft report in electronic form (Deliverable 12).
If the budget permits, the contractor shall provide an in-person presentation to

(Deliverable 13).
. . . .-.-.
After the in-person presentation andlor comment fi-om CMS on the draft repor
report shall be prod&-d in both electronic and hard copy (Deliverable 14).
final
-.
Revised Schedule of Deliverables
Activitv 1 Deliverable Description Delivc 17;

- .
Workplan, screeners, protocols

--
Due L ate
03/30, 12
*.
Summary
- of Meeting 02/28!
T'esting6n June 4-6 091231
.I] Q 9-
Video or audio tapes and/or G a n ~ c ~ ~ t s ~ o T
interviews; summary tables of descriptive
data about interviews (demographics,
log~stics,modifications needed to protocols.
Oral and written reports to CMS of all 091231
changes made to the protocol or screeners 1 11291
prior to their implementation.
Three page written summary report on 1-2 wc eks
testing, interviews and recommendations to after t~sting,
-
CMS and its website contractors. but no later
than 4 28103
-
Detailed written report on the methods,
results, inferences and recommendations
0412 81
derived from the task. .=-,---

Summary of meeting 021 14
Revised detailed written report incorporating 021201
feedback from CMS project leaders and
presentation meeting feedback
written revis'ed research-plan for testing
consumer preferences for composites vs.
report c a d s -
Conduct consumer testing and provide video,
audio or transcribed evidence of testing; 1
copy of videolaudio or 4 written transcripts
Draft reuort (Electronicallv to GTL)
Presentation to CMS
Final report (Electronically & Hard Copy) 13
Four (4) copies of all deliverables should be submitted to the GTL, unless othem ise
-
noted.
CA
Baltimore, Maryland 21244-1850 t w n w S 1 6 r M t w htmm

- -
Division of Beneficiary Support contracts
March 18,2005
Ketchum
- .
,--
.... - .. .
RE :
ATTN: Ms. Felecia Parker
-2000 L Skeet, N.W., Suite 300
-\aiaaihhgt&; DrC 20036 .
,
.
:
- .- -.
-.
-:.
---
. -
-- -.
ask Order No. 0006 under Contract No.-500-01

-
-0002
.- - - -- .
--
---- .-..
.
.. ...-
-. .
--
. .
- -- . .--
. ..
. .
. .
Dear Ms. Parker:
Per conference call between CMS and Ketchum on March 1 1,2005, CMS expects Pay
Ketchum and its subcontractors for all work that has been performed under t h s ta: xder. In
addition, Ketchum shall submit to CMS by March 30,2005, an accurate and cone lnding of
,:' :.
,
the following items: -C
.-
.-
1. Are there any invoices pending;

-
-2. When will CMS,axeiue.pgnding invoices, if any;
3. How much money will be left in the task order after pending invoices have bee
'4. What deiverables are stiltpending; ---.--
.-.- . .-
. --
5. What deliverable~can be accomplished with the remaining funds; and
6. A cost proposal of. -the
-. .deliverablesstated
. in item 5.
-. - ---. . .. . .. ~urthermoie'<inaccordance withper FAR 52.232-20,

. Limitation
....
- of Cost, Ketchun lust notify
CMS when75% OE th; fdnds have been <ipanded.- - ..-
. ..-.- -
----- . -.
-.
.- .
Should you have any questions regarding this correspondence, please do not hesiti to contact
Jaime E. Galvez on (410) 786-5701 or the undersigned on (410) 786-05 17.
a. ,&$fhwJ
b.
Debra A. Hoffman, Contracting Officer
-.--
Division of Beneficiary Support- -Contracts
DEPARTMENT OF HEALTH & HUMAN SERMCES CENTERS FOR M E
MEDICAID SERI'IC
'a, 7500 Sec ity Boulevard

M D 21244
-=- Ketchum
ATI'N: Ms. Sandy Printz
2000 L Street, N.W.
Suite 300
- Referen=-.... Contract
:
-..
-,,- -Task-Order:
Subject:.
- - -
No.
.. . ...
--
.
Dear Ms. Printz:
Enclosed are three unsigned copies of the subject modification. Please have a dull ~uthorized
official of your organization sign in Block 1 5b and complete Blocks 1 5a and 1 5c, 1 ge 1 of the
document (SF-30).
Retain a copy for yoiF@es. The three signed copies should be returned to:
.- ..
Centers for Medicare grid Medicaid Services
AT.~.Ms,,.J.uanitaWilson
AGGIDPC, C2-2 1 - 15
. ..
- 7500 Security B,oulevard - .. -
---.-
. . .-.- -
~altimore,Maryland 2 1244- 1 850
Upon receipt thereo-cand signature by an authorized Contracting Officer, one h l l y vecuted copy
-. ---_
- . -. ., will
... be retumed to you.
.. .. . . .. . . .- - . .- .
...
.
.--
.
.- -..
:-_-_
-
>-
. .. .. .-. -.
>
- 7 - - - . . -.
N; modification will exist-until the fully executed copy (or other sign'ed acceptanc 3 f
modification) is mailed(or otheiWFse-fumished) to you. In such event, the modific ion will be
effective from the date shown in Block 3, page 1.
Sincerely,
.- Juanita Wilson, Contract Specialist

Enclosures
. .
D m A R m OF m T H & SERVICES CENTERS FOR MED~CXRE AND
MEDICAID SERVICES ICMS)
I .
cull
I
re,, 1
Ketchum Public Relations

- ATTN: Ms. Sandy Printz = -
2000 L Street, N.W.
Suite 300
Reference: Contract No. 500-0 1 -0002

-,Tazk Order: - =. 0006
;
C I ---
-
-. --
- - - Subject': .". . - - . -
-- . . Modification 00,002
. . .- . - - - -.
.. -. . . . . .
I ' P i .
--- .-. .
.
Dear ~ k , Printz:
.
. . . .
Enclosed herewith is one (1) fully executed copy of the subject Task Order Modii ition under
Contract 500-01-0002. Please acknowledge receipt of this task order by completi the

A T W F . Juanita Wilson
AGG/DPC, C2-2 1 - 1 5
- -
- 7500 Security Boulev&d
Baltimore, Maryland
,*'-*A*..* M
2 1244-1 850 .
- .
- If you .have any questions, please contact the undersigned at (UOJ 786-5538.
.. .-
.- ,. .
Sincerely,
"2/
-
........... -.
. . -.
.-.
Contract Specialist
Enclosure.
..
ACKNOWLEDGMENT:
.. ...+..:- :- - .

Name ahd Title (Type/Print)
......
Signature
Date
DEPARTMENT OF HEALTH & HUMAN SERVICES CEP~TERSI OR MEDICARE -\\n
MEDICAID SERVICES -
7500 Secu i b Boulevard

- -
Baltimore
February
To: Ketchum Public Relations

-.
- .- . - - 2000 L Street, N.W. ..
... . . . - .... .- .. -
_ - - . . ~ & h i n ~ t o n , - 2bn36
~.~.
. . .. :i - - -- - -
. .-, .-* . .. --
--
. . <.. . -. I
* -=.' ..
:
Subject: ;- Request for Proposal for Task Order 0006, Modification No. 02 unde
Communications and Consumer ~esearch- (CRC) Umbrella Contract:
Dear Ms. Printz:
Please submit a proposal for the restructured Statement of Work, which shifts the fo :us of the
health care quality initiatives from Nursing Homes to Home Health. The Governrne >t anticipates
award of a Cost Plus F&& Fee (CPFF) task order modification for the attached Stat :ment of
Work-for the existing task'order period*of performance September 2 1,200 1 through September .
20, 2003.
>& d *, *
You are requested to provide a hard copy (original and 2 copies) of your cost propos
'details yourstaffing plin by fask and lists key personnel by namc@esumes.fgr any _n
personnel; limit 2 single-sided pages) by 10:OO A.M. Monday, February 20,2003.
Additionally, a brief ngrative describing technical approach revisions should also bl submitted.
#
- Please submit your proposal

.., tolhe following address:: .=.-
.<
- .+ -
. .
- -
Centers for Medicare and..Medicaid Services (CMS)
AT^: Mrs. ~ u a & a Wilson, MS: ~ 2 - 1-1
2 5t ( ~ 6 5 5 3 8 )
Baltimore, MD 2 1244- 1 850
If ;ou have any questions, please contact Juanita Wilson on (4 lo) 786-5538 or the y
(410) 786-5 163.
Sincerely,
*LP
Mary E. Jo s
Contracting Officer
Attachment:
1) Statement of Work
cc: Julie Franklin

DEPARTMENT OF HEALTH & HUMAN SERVICES CEF~TERSI IEDIICA
MEDICAID ICES
- 7500 Secu
Baltimore.

-.
-
- - . 2000 L Street, N.W.
-- - - Washington, D.C. 20036
- - - -- -
--
----- - -
Subject: . Request for ~robo;al for Task Order 0006, Modification No. 02 undl
Communications and Consumer Research (CRC) Umbrella Contract
Dear Ms. Printz:
Please submit a proposal for the restructured Statement of Work, which shifts the fc of the
health care quality initiatives from Nursing Homes to Home Health. The Governmc nticipates
award of a Cost Plus FiA9@:Fee (CPFF) task order modification for the attached Stai :nt of
..
-
-
. ..-
.--
Work for the existing task order period of performance September 2 1,2001 througl ~tember
-- * -. .
.
20,2003.
*,-**.- -.-. -.II
You are requested to provide a hard copy (original and 2 copies) of your cost propo:
details yourstaffing plan by task and lists key personnel by narne&sumes for any I
personnel; limit 2 single-sided pages) by 2:00 P.M. Thursday, February 2672003.
Additionally, a brief narrative describing technical approach revisions should also b bmitted.
- =-
Please submit-your proposal to. the following address: --- - -

---- .. .--
.
-. .- .- - .. : .- . - . - ..-. .
.A,,
. - .....
Centers for ~ e d i c a r eand Medicaid Services (CMS)

-
ATTN: Mrs. Juanita Wilso'n, MS: C2-2 1-1 5t (~65538)
7500 'Security Boulevard
l f ' ~ 6 ~ h a any
v e questions, please contact Juanita Wilson on (410) 786-5538 or-,the
. L .:
rsigned
(4 10) 786-5 163.
.. Sincerely,
- -
Mary E. Jones
--
Contracting Officer
Attachment:
1 ) Statement of Work
cc: Julie Franklin

Home Health Quality Initiative
Task Order #0006, Modification #000002
Campaign to Promote Quality of Care
STATEMENT OF WORK
This task order builds on previous research work conducted by CMS in collaboratic 1 with
Contractors in the areas of promoting informed choice and makmg useful to consu1 ers and
information intermediaries data available on home health care quality. Two major ~btasksof
thiscontract modification are outlined on the fallowing pages. In brief, under t h s ' sk order, the
r-- Cbntractor'shan conduct work on: '--
- - - ----
--
+ - . . -- - -
I . formative rdsearch to investigate the information needs and information-se,

of beneficiaries, caregivers, discharge planners, home health care informatic
intermediaries, and other stakeholders on the topic of home health (threemc
beginning February 2003).
2. Collection of baseline data to support the assessment of Phase I of the Hom Health
Quality Initiative (HHQI), a campaign to implement mechanisms for the pu lic . ... - .---.
dissemination 6't,QASIS data. A -
-
- Background 9
-
'LC
f.*
. d . . . . . . -
- ...:
The Centers for Medicare & hedicaid Services (CMS) is focusing attention on the i ;sue o f - - . ..
.publicly reported information regarding the performance and qg&y of various heal h care
providers, including home health. Comparative quality information on home healtfi &re 6
intended to allow more informed decision-making by consumers and to encourage c ~ a l i t y
improvement for home health care providers through public accountability.
d
-. ___ _ . - CMS is preparingJo iauqch Phase I of theHome He&h Quality Initiative (HHQ1);- Phase I of
. .~ fieei-ith:--.
. ~.
HHQI includes the public-dissemination o f quality information collectkd from hbm:
agencies in eight (8) identified Phase Lstates. Phase I begins on April 3rdwith the rc lease o f .
home health quality information on www.medicare.~ov.The promotion and publicj :y strategy
for Phase I has not yet been determined. The national rollout, planned for Fall, 200: , will
publicly disseminate quality information collected from home health agencies t h o u :hout.the
- -na$ion. .
.. .
:.---a ~.
In this Statement of Work, the Contractor shall conduct formative research on home health
quality information and to collect baseline data for the evaluate Phase I of the HHQI Both
research -activities are designed to inform the HHQI national rollout in Fall, 2003. (*'he
evaluation of Phase I will be funded under a separate contract.)
-. - - -~-
Subtask 1: Formative Research to Assess the Information Needs and Informa
Patterns of Stakeholders on the Topic of Home Health
I. Scope
The purpose of this project is to conduct formative research to investigate the follo~ ng
questions:
1. Who are the target audiences for information on home health quality?
- .
-- -. -
..
2. Under what circumstances (at what key~imes)may target audiences benefit
_ health
---
.
..
.
-
-
- -- quality information?
a; For Medicare beneficiaries and the% families, how can home health
measures--he$ them as consumers of hofie health care?- . . --- r .- . -
b . For information-irit'ermediaries(e.g., discharge planners and otlier-pr
:om home
- .
,,
fessiunals -,
-. .
.-.
-- -
- ..
-.
who refer patients for home health care), how can home health quali.
information fit their work routines and help them achieve their goals
3. How can home health quality information be made relevant to target audit&, :s?
4. How can the target audiences be engaged to both welcome and seek out hon :health
quality information?
5. How might a tool (e.g., a checklist) be designed to encourage and support cc ~sumer'suse --
-
.. .. ...-
of home health qudity information?
6. Who are potentiap&-tners for the dissemination of home health quality info nation?
- -
This Statement of Work describes-the activities to be undertaken by the Contractor 1 order to
conduct formative r"e-SeBcl-7t03ddress the information needs and information seekir1d;I pattem---of : . .- : ' -
-. -:
- on the .topic
key stakeholders . -of home health care quality. As part
---- aof this effort, the (Fontractor
shall: .. .-
.- =I -- = =

Conduct formative research with consumers and information intermediaries on the topic ... .
-.-- .. - - - of home health
.-
cme
. quality-information.
+
.
-...- ._
. . .
-
.. -
.. . .
. .- .
-. 11. Requirements . - .- -
. .. - .. . - .-
Independently, and not as an agent of the Government, the Contractor shall

necessary services, qualified personnel, material, equipment: and facilities, not othe
pr~yldedby the Go-vemment, as needed to perform the requirements of the
1. Development of a Research Plan

.. The Contractor shall perform the following activities as a part
.. an appropriate research plan for this project:
Hold a subtask 1 kiik6ff meeting (Deliverables # 1.1, 1.2) with C ~ staff

S
from Beneficiary
- Education and Assessment Group (BEAG) and fr/om other
.-
CMS components to review expectations for the work to be perfbrmed:
necessary deliverables, and due dates. 1
Establish weekly conference calls or meetings (and prepare and histribute
agendas and minutes) with the Subtask I leader to identify and rkview the
status of each paft of the work, potential problems, issues that nekd to be
resolved, schedule f i r meeting due dates, and additional support h a t may be
required (Deliverable #I .3).
Developand submit a Subtask 1
- ..
...
- . _ - - - -
..
-
.
. .
-
- -....-
. .* -
detailed schedule of deliverables
include tasks necessary ro complete formative research
hformation intexediaries on information needs and
patterns ielqtqcj to home health carequdity.
detailed schedule of deliverables must be
. -.
-
.- .
-.--.
,.-.
-. . . . . .
Subtask leader.
Submit all findings in Microsoft Office 2000 (Word 2000, ~ o w e r ~ o i2000,

nt
Excel 2000) or earlier version, as well as in hard copy. The final beport. once
approved by the CMS Subtask lead, should also be submitted in Adobe
Acrobat (.pdf) format and 6 hard copies. 1 . -
..
.#'
<=
. 4
2. Formative Research with Consumers and Information Intermediaries on Home

- -
- Health Quality Informatioh
- ..
I
.I+.-... # ,..+ -. . . .
The Contractor shall provide, but not be limited to the following activities:
. . .-. . --
--.- - "
Conduct a review of related research conducted by CMS &d othdr
organizations to guide research design. Based on this review,
s h a t l l ) identify target audiences for home health quality
identify gaps in research knowledge that formative
..to fiK (Deliverable # I .Y). Since a c%iisiderable
done ~ O ~ C M bySits contractors, this review is
extensive t i m e a e & r t . -
Determine the number of locations! and individuals at each

interviewed in focus groups or in-depth interviews (IDIs)
-GTL shall approve the variables used to select consumer
intermediary interviewees (e.g., status, racelethicity,
location, education level, information intermediary
Contractor shall develop and submit one screener
(e.g., beneficiaries, caregivers, discharge planners, and other key stakeholders)
to be used to select copsumer and information intermediary panic/ipants. All
screeners, protocol~7-~reports
f
and presentations shall be submitted i draft form
allowing 3-5-Business days for Government reviews, comments, dscussion,
and recommendations of revisions prior to finalization of those materials
(Deliverable # 1.6)
Develop interview guides for each identified group of intervieweks (e.g.. : ,
beneficiaries, caregivers, discharge planners, and other key stakeholders). All

I
interview guides shall be submitted in draft form allowing 3-5 business days
for Government reviews, comments, discussion, and recommendations of
revisions prior to finalization of those materials (Deliverable # 1.71.
Conduct focus group and/or ID1 research with consumer groups (+.g,
beneficiaries, caregivers) toidentify home health quality information needs,
...
- - ..-.
.-
current information-seeking patterns, and usefulness of potential tools (e.g,.
I
.. . . --
- h e c k l i s t ) for choming a hom6health agency and monitoring home health- .
--
.-.. . - .
. -
quality. video cameras should befoEustd on the-inferviewee WE$ /b = -
- speaking: A reiease must be obtained from all participani:that Gill allow :.. ...
CMS t.0 videotape interviewees, provided that participants are not identified
by name. Focus groups and in-depth interviews shall be conducted locally or
shall be transmitted for remote video viewing by CMS staff. conkactor shall
submit videotapes of focus groupsiID1 research (Deliverable 1.8).1 The
Contractor shall prepare a CD Rom that includes approximately 10- 15 video
clips viewable on a PC (Deliverable #I. 12)
:'
*;-..
Conduct focus group and/or ID1 research with information intermediaries
(e.g., discharge planners and other professionals who refer to home
health
,&-c,. agencies) to identify attitudes toward home health quality ibformation
(incfudhg /motivations and bamers toward using quality information), and
- ways.to engage and encourage use of qualityjnn_formation. Video Lameras
should be focused on the interviewee who is speaking. ~ - r p l e a s e - h s f b e
obtained from all participants that will
provided that participants are not identified by name. Focus
-- depth interviews shall be conducted locally or shall be
_videoyjewing by CMS-staff. Contractor shall submit
groups11DI research (Deliverable #1.9). The
Rom that includesapproximately 10-15
(Deliverable # 1.12).
Provide Top Line Report on qualitative research with various audiknces.

.(Deliverable # 1.10).
- j - I
Prepare draft Final Report. This report shall include quotes from beneficiaries
to illustrate the findings. The demographics for all participants will be
.- summarized in the Final Report. Upon review and approval of C ~ Sthe ,
Contractor shall revise the draft and submit the finalized Final ~ e j o n
(Deliverable #1.11).- -
Develop and provide an oral presentationlbriefing regarding the kindings to
CMS staff (Deliverable # 1.13). +
The Contractor, subcontractor, and consultants shall discuss with the GTL any
opportunities to publicize and disseminate research findings and khall not
pursue publicatioii of presentation relating to subtask findmgs wilhout GTL
approval.
Home Health Quality I n i t i a t i v d o n s u m e r Research

- - -- DUE ATE .
Meeting held in Baltimore to 0311 7/03 1
re$gw project expectafions and
< , . due dates.
1.2 Kick-off Meetings Copies of meetingnotes .sent to
.
Minutes
Draft
Final
all meeting participants.
Drafi: 3/ 19/03
Final: 312 1/03 1
~
1.3 Conference Calls Conference calls or meetings Weekly, unless required
between Project and CMS staff more or less often.
includes scheduling, agenda,
minutes call reports, and
distri6ution.
1.4WorkPlan -+..&-- .,* All tasks necessary to complete --..
Draft project with detailed schedule of Draft: 3/27/03

' Final peliverables: .---.-
i Final : .-411103 T
.
A
c "-
1 Electronic copy in Microsoft

1.5 Literature Review A limited review of related
research
.-- .
conducted by CMS and
- .., other orEj&izations ~6'';aentify
-
gaps in research knowledge
1.6 Screeners and Recruitment' Proposed screeners and
~rotocolsfor Task 1 recruitment protocols for
. Draft research participants (separate Draft: 411 1/03
Final documents for identified groups Final: 41 1 6/03
, . ." -
.'.T
which may include beneficiaries,
caregwers, discharge planners,
and other key stakeholders); 1
electronic and 2 hard copies
1.7 Moderator Guides for
Task 1
Draft
Final
Proposed moderator's guides for
each-identified group (e.g.,
beneficiaries, caregivers,
discharge planners, and other
kev stakeholders); 1 electronic
Draft: 4122103
Final: 4/25/03
~
-
-
~
ITEM -
-
--
. .-
F)EscR~I~T:I~N :-- -- '-""Dm . I)Am -. 1 .
>-
.
-
and 2 hard c o ~ i e s 1
1.8 Consumer Research (focus Videotapes of interviews with
groups andor in-depth c o r i ~ ~ m e r Videotapes
s. shall be 4129103-5/6/03
interviews) appropriately labeled with site,
--
date, time, and project title.
1.9 Information Videotapes of interviews with 4129103-5/6/03
Intermediary Research information intermediaries.
(focus groups andor in- Videotapes skall be
--- depth.+erviews)
. . . . . .
--. -
. ----- appropriately labeled with site,
.
dafitime, and S j e c t title.

.- . .
1.10 Top.Line report of Task .. Topline report of findings and

1 Research recommendations from - ..
-- - - -- -
.......
Draft: 5116/03
I-:. _ ..
+:- .
-- .-
.
Final consumer research. Final: 5/23/03

1 electronic and 2 hard copies
I
1.1 1 Final Report This report should include Draft: 6/9/03

Final recommendations for Task 2 Final: 6/23/03
based on all research. 1
. \<.-. electronic and 2 hard c o ~ i e s
1.12 CD Rom of Video Clips
.. Illustrative highlights from focus 713 1/03
g r o u p ~ / on
~ ~CD~ sRom that can
.,,
-
,,,. ....... ;
. be viewed by a PC. CD Rom
shall be appropriately labeled
- - with site, date, time, and proje&---
-1I ** ----
. I . Y
title.
1.13 Briefing for CMS staff. Oral/multimedia presentation to 8/29/03
L-

-<
mesentation.
subtask 2. Collection of Baseline Data

-. . - ,- . -. - .
.
In preparation for the proposed assessment of the Phase I public dissemination f OASIS
data for the eight (8) selected states, the contractor will collect baseline data tha will assist in
determining the effectiveness of this preliminary HHQI campaign. Specifically, this baseline
- '"data will provide information about current quality improvement (QI) activities in home
health agencies, technical support provided by Quality Improvement ~rgaiizatibns(QIOs),
1
and current approaches/processes utilized by informationlreferral intermediaries (i.e.,
hospital discharge planners).
Information will be collected fr0rn.a sample of such organizations and individuails in Phase I
states. Information will also be collected from a comparison sample of home health agencies
in states that are not participating in Phase I.
I
The. following types of information will be collected:
Home Health Agencies - Baseline data that demonstrates QI activity in home health
agencies will be collected fiom a sample of agencies in Phase I states, d d a
comparison sample in states not participating in Phase I. It is anticipated that the
contractor will utilize telephone interviews to collect such information.
. Oualitv Improvement Organizations (OIOs) - Information will be colledted which

indicates the frequency and type; of QI assistance requested by home health agencies
in Phase I states. Information will be collected via telephone interviews! The
-
. .....
---
..
-- .
..
-- ~
-
. ..
--
..
-.
.
-
..
..
contractor may also wish to utilize Qiaries/logs maintained by QIOs as a medium to
. - collect such data.
... -
-.
. .
-. 5
. .-
-.
. .
Discharge PlaGers.--<Thecontractor will &llect data-fro&=i sample-af

-planners (in participating Phase I states) that demonstrates the types
- . --T. -
of
.-- - -
d@ihZ~e
3formition
-
-:-:.-
.
--
.
.
-
- .-
.
-.-..
- ..-
I
used to select.(and refer to) appropriate home healthagencies. The contractor will
also solicit details from discharge planners about the information they piovide to
patientdcaregivers that would assist them in selecting a home health
anticipated that the contractor will collect this information via
SCHEDULE OF DELNERABLES
;;' .- .?.
I
~
-.
Home.Health
Subtask
=M.,...-. - .... . .i
... -.
Quality
. . ... . ...
. - - .. - ..
,
:
.
::
I
Initiative-Consumer
2~Collectionof Baseline Data
. ....:..: . D E ~ C R I ~ T ? I O ' N ;,:><
,....;.. . . . .
I;.:..-. : ..
, .
Research
~ <
....-. . ... . ...
~
. ~
jT,i:i;:!~ ~ ~
.;DUE_~ ~ :,~
, , .
; ~
A
!
~
T ~J
--
;~~-..~,~, :,
~:i - ; ~ ; ~ ~ , : : ; - ~
2.1 Kick-off Meeting Meeting held in Baltimore to
review project expectations and-<
due dates.
2.2 Kick-off Meeting Minutes Copies of meeting notes sent to
Draft all meeting participants. Draft: 3/ 1 8/03
Final . .
Final: 311 9/03
ConfererlEe calls or meetings Weekly, gn1ess:reqyjred . . ,
between Project Director and more or less often.

CMS staff regarding status of
project includes scheduling,
agenda, minutes call reports, and
distribution.
2:4<.Work Plan All tasks necessary to complete
Draft
Final
project with detailed schedule of Draft: 3/1;9/03 -
deliverables:
copy in Microsoft Word 2000,
1 electronic Final: 312 1103 1
and 2 hard copies.
2.5 Data Collection Plan -- Pian .forcollection of data,
Draft including survey instruments and Draft: 3/25/03
Final sampling strategy; 1 electronic, Final: 3/27/03
and 2 hard c o ~ i e s
Subtask 2--Collection of Baseline Dat -
.....
". DUE
... . . . . . -. .
2.6 Complete Data Collection Data collection to be completed

in accordance with approved
~ l a {subtask
n 2.5 above).
1 2.7 Topline Report Preliminary report of findings Draft: 412210:
and recommendations from data Final: 4/29/0:
collection; 1 electronic and 2
I
hard copies
2.8 Final Report This report should include any Draft: 5/5/03
recommendations for Final: 5! 1210:
de-Zlopment of-the Phase I
........... project evaluation. 1 electronic-
and 2 hard copies
2.9 Briefing for CMS Staff Oral/multimedia presentation to
CMS staff via power Point
presentation.
DEPARTMENT OF HEALTH & HUMAN SERVICES CENTEXS FOR MEDIP
MEDICAIDSERVICES (
y Boulevard
4D 41241
Ketchum Public Relations

- ATTN: Ms. Sandy Printz - .-
2000 L Street, N.W.

Suite 300
Washington, D.C. 20.036
-
Reference: Contract No. 500-0 1 -0002 ,,
Task Order
- Number: 0006
-- -
Subject: - Modrfication 00000 1
- -
. .
Enclosed herewith is one ( 1 ) fully executed copy of the subject Task Order Modi ion under
Contract 500-01 -0002. Please acknowledge receipt of this task order by complet he

ATTN:%&%. Juanita Wilson
A G G I D P ~ C2-2
, 1 - 15
-
-- 7500 Secunty Boulevard
..--&.
BaltimoreL.Maryland 2 1244-1 850
/
-If you haveany questions,-pkase contact the undersigned at (4.Q-86-5538.

. .-.-
Sincerely,
- .
-.
.--- -
p4&&&?, ,2$lL4L
-. --- - . . -. ,. .- . .
-
. ..
..........
,
...
- Juanita Wilson ..
. ~
. .
Contract Specialist
Enclosure
ACKNOWLEDGMENT:
. ,..$7'.' --
~ G T R C ~3 , M N L W2 , s\r~/ F I\
Name and Title (TypelPrint)
\
DEPARTMENT OF HEALTH & HUMAN SERVICES CENTERS FOR M E
MEDICAID SER\'I(
7500 Sec it?.. Boulevard

hlD 21244
- L
- . .
-
Ketchum Septen =.r6: 7002
2000 L Street, N.W: . .
Suite 300
- .-..
Reference:.;Gontra~tNo.
........
-
ZT- -'f8sk order-N&ber:
Subject: -- . .
-
-
. .-~-
....
500-0 1-0002
.ooo6-?=. -
-Modification 00000 1
.. .
..... -
\\.
-- - -. -
..
..
---.- -
---
. . . .
Dear Ms. Printz:
Enclosed are three unsigned copies of the subject modification. Please have a dul. .uthorized
official of your organization sign in Block 15b and complete Blocks 15a and 15c, ge 1 of the
document (SF-30).
Retain a copy for you;'&^. The three signed copies should be returned to:
- .- A

ATT-Mt.-Ms..-hanitaWilson
* :. - AGGIDPC, C2-2 1 - 1 5
7500 S&un t y - - ~ evard
~ul
--.-
--.- -
.. .-
.-
.=- .
-.
Upon receip~thereofand signature by an authorized Contracting Officer, one fu11j ~ecutedcopy ..
...
.
-. . - , - . . . . . ..will.be returned to you..
.. .
....... .:-
-
..
-- . .-
-.--
-...
.. . . ............ -. .>..-
-.
.- . No modification will exist

-- until
- the.
- - executedcopy
.- -fully . (or other signed acceptanc 3f ~ .-
modification) is mailed (or otherwise furnished) to you. In such event, the modific :ion will be
effective from the date shown in Block 3?page 1 .
.. t7..- Sincerely.
Juanita Wilson, Contract Specialist

..-- -
--
Enclosures
- -
.
. . . . .
,
- ..
:
--
. .
Centers for Medicare & Medicaid Services.
- - Acquisition & Grants Group
- - A ~ ~ NLary N i ]E. jnnes -.-..-. . -

7500 Security Boulevaid
Baltimore, MD 2:1244-1859
.-
.
.A
. .- - - -
. ... -..: . . . . . .
-=--. -.
.. ..--. - . ..- . . .
-. .
. .
.
.-
-.
-.-. .
- --.
. .
--
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-.. . . . . -. -
Kelchum
'
2000 L Street fW
Su~la300
Subject: No-Costs-Extension (NCE) to Task Order No. ,0006 Wa:hmglon DC 7C0?6
7 202 035 8800
Rcfcrence: Prime Contract No. 500-0 1-0002 F 202 835 6eA
IVWW uPhmm.com
. . -. - -
Dear Ms. Joncs: ,,
-2'
-
Otfices in:
North A m e m
-
-- In compliance with the referencgd prime contract, Ketchum. Inc. rcspectfi Euioue
.- . -
-.
rcquest a NCE to the subjec~rask order from the current completion date r Asla Pacific
L a t ~ nAmcrlra
September 204002 w wevised completion date of Seprember 20, 2003. .-.
. . . .
--.. ..:
- .
If I rnv be of further assistance, please contact mc at (202+%-9426 or. via er
.>-
ar sandy.printz@ketchum.com.
. for your considerauon of, and attention to, this request.

Thank you
-. ----..-. *. ~. -.
. . . . . . . . . . . . - ... . . .- -.
---
. .-.-
Regards, ' -- ...
.- .
Sandy Printz
Vice PresidentIContract Manager
. . ? > .
. :.. - . --
.- ,..
MEMO
TO: Patty Helphenstine, CMS

Kelly DiNicolo, CMS =
FROM: Kim Aduss, Ketchum
RE: Task Order 14: Medicare Gational Multi-Media and Education Car
.-
--
- - - - - for 2003, 5130lQWeetingNotes
-- - - - I
The following-is a sukmary.of the team meeting, which took ;la& Zn Friday;Mayl
=i
2q03 at 2:OOpm. The following people participated in the meeting:
-. I
Tom Scully, CMS Monica Marshall, Ketchum
Gail McGrath, CMS Kim Aduss, Ketchum
Michael McMullan, CMS
Rob Sweezy, CMS
Tom Reilly, CMS
Jenny McGihon, CMS
Walt Gutovk@CMS
I. Campaign Goals
-
T W e t e h u m team's primary objective was to come to agreement on t e goal
of the campaign. Feedback from CMS was clear that the primary goal of the
campaign was to "make the phone ring." -- *
--.-
--
. --
h- - =--
, , -
Upon further discussion, CMS clarified the goal, indicating that while tl e
campaign should encourage people to call 1-800-MEDICARE for infor nation,
d
they should be calling for Medicare information rather than general he 11th
care information (i.e. call to discover what Medicare had to offer versu s
.- -
calling b g e t ' a doctor or-mrse referrafj~'-~- - - ... . -.
.=
- . .-.
-.
The meeting turned~to-adiscussion to clarify the alternative campaign

versus the core, 800 number campaign. CMS reiterated the need to s :ay
focused on the core campaign, however also indicated that should leg slation
pass over the next several months, it is possible that the core campai: n will
be replaced with one of the alternate campaigns. (see Creative below '0r
. additional discussion)
II. Creative
The majority of the meeting focused on a discussion of the campaign :restive
concepts. CMS indicated that the "HefnerlCollins" campaign was not ~n
option, however the "Newhart" and "Signs" campaigns presented in th t initial
pitch could be used (withsome revision) as two campaign options.
b j confirmed that they would revise the two current cam1
ro unaerscore the agreed upon goals, and would develop one to two
additional concepts for CMS review and testing. CMS indicated they M
like to see additional concepts that are edgy.
-1: 'j pointed out that all three or four campaigns would be teste
the first round of research so a single campaign did not need to be cho
this point.
The team agreed to explore an overarching theme or identity that coulc

used in the core campaign and the alternative campaigns.
All agreed that ideally both the core and alternative campaigns would t
produced simultaneously to co&erve cost, however the team also
- --
recognized that this-~aynot be passible depending on the legislative c
surrounding the altertiative campaign issues-
-- -- --
-.
- e agreeithat from a research perspective it would be d%&t i test -'

~ h team
the alternative campaigns (specifically prescription drugs) in the focus
groups, but the team did agree that using the first round of research to
formative testing was possible and would prove helpful in creative
development.
The team discussed additional integrated marketing opportunities. Ck

indicated the desire to further research and develop the blimp idea. TI goal .. -
.. . -
of this.dactic would be to generate earned media coverage. The Ketch 1 4
team a&ed to also review other integrated marketmg opportunities th

-
could proQide significant exposure or potential earned med~aopportuni S. --
CMS informed !? 4. that the drug card campaign ad will defini ely be
needed, as it is highly probablethat the bill will be passed by September. An ad at 3 U t
the drug card should be ready, as well as an ad without reference to the drug card.
t "Ask s tan" &d "Sheila fiom Produce," need more c irect

The Bob ~ e w h a r ads,
language. The ads should make the viewer understand that Medicare is from the
government and is an official source of information. The ads do not specify why 1 ,800-
MEDICARE is a better solution. In the "Sheila" ad, there is no differentiation bet\ 'een
.-
-
. tbgMedicare drug card program and other drug card programs. It should be under tood ..
-
..
* --- . .- -
..
---
-
-:that this 2 k g card comes. fiom'tfkfederal -
-: - - .- . .-
. -- .
< - . .,. --- .- . .

The "city Signs" and "Home Signs" ads also lack the "official s o u s e of
information" point!. In "Home Signs," the issue of saving $600 has the potential to
confuse viewers. f h e audience needs to understand that not everyone is qualified 1 ) save
$600; only those with low income are qualified. The kitchen in the ad should be si nple
and old-fashioned to suggest that the woman in the ad has low income.
There was discussion about whether or not the "Memorable Number" and
"Shake" ads are too subtle. Because the ad is hard to imagine, the contractors will
CMS to hear the"& as soon as possible.
- -
The Fred Willard ads are a%ack-up to the Newhart ads. CMS is concerned that
Willard is not well-known enough to resonate with the audience. The contractors {ill
--... .
provide clipsTr'i%i $fiMi in which Willard starred.
- . -
The " ~ o c k ~and
" "Freestyle" ads need to be altered i?GRer to be.wnsider
spots. The audience may think that they are being made fun of. One option is to g
- 65 or over to appear in the ad.
actor who is actually
"CMS noted that most of the ads are male-centered. The contractors were0
-. - --. .. . .. -. -
changing r d e s solhat the-female audience is bette?+epresented. CMS also sugges ed that
.- - --. -.
-.
-
Campbell-Ewald change the tagline of the ads.-ta he "more you know" tagline has lot
. . been successful in the past and represents work and research to the audience. The agline
should make the viewer understand that 1 -800-MEDICARE is an official source o
information. The tagline could also emphasize that the number is available wheneder the
viewer needs it.
...-
Final decisions may not be made on Friday, as the Administrator may not bk able
to attend the creative meeting. Tom Scully definitely wants to use the NenTrirt addj but
his input is needed in order to decide which two ads to drop.
~
MEMO
TO: .Jamie Gakez
FROM: Ketchum
t-
- ..
* _ --
. - - - -
.-.
7-
DATE: June 10, 2004

- - - --
-- - .. ..-
..-
- ..--
s .
----
-- - -
.. .
SUBJECT: Task Order No. 00005, Increased Level of Effort on Statement of
Work'
CMS has requested an increased level of effort for two subtasks (2,6) under Task Ort No. 05,
as well as a delay in one subtask (7). In response to that request, the Ketchum team 5
,".
prepared the attached technical approach and cost proposal. The technical piece oul
understanding cogcerning the additional work being requested under sublasks 2 and
Cost proposal
3s our
Ketchum has not increased its labor;hours for the purpose of this extension. Ketchum :urrent
budget under Task Order No. 05, subtask 2 and Task Order No. 05, subtask 6 has nc Zen
fully utilized, theJaf~rewcwill allocate unused funds to complete this work. -. ..
-.
Themst proposal ,includes:

Summary of costs for additional work under subtasks 2 3 5 8 6 .. .-
.- ." . -- --
a Detailed breakdown of Bearingpoint's costs for subtask 2 , , .-
Detailed.-breakdown of Prochange's costs for subtask 6 - vtr s-,,' I ,
..I
. ! .' .., .. i
.-
If you have any additional questions or need more specific information, please feel f r ~ 3
contact Ketchum's contract-manager Sandy Prinfz a -t (202) 835-9426 or Kim Derwinsl t (202)
,, .a .. --.
835-9499. -. .. . .- -- -- -.
. .
I
FACSIMILE
COMPANY: FROM:
.. - ~. -
. -. -- . -.
.-.
. . . . . . . ......
. . .- ... .
SUBJECT:
IF YW DO
PAGES, PU
TEL: ?mlU
Kclchrm
2000 Lam
srrilcm I
Centers for Medcare & Medicaid Services
- -
--
August 4,2004

A m : Ms. fimberly Denvinski
2000 L Street, N.W.
..
-...
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. . . .
- .
. =.
. - W-ashington,
. D.C. -_---a 0 3 6 . -.
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Subject.: Mdi-ficationNo. 000003 to Task Order No. 0006 on ~ontract%o.:@O-01-0002- - .-.
-.
.
For the Home Health Quality Initiative..
Dear Ms. Denvinski:
Enclosed is the subject modification with an original signature by the Contracting Officer (Co). ....
. - ...-
Also enclosed is an upsigned SF30. Please sign the single page SF30 exactly as sI/own and dated .- -
on the signed modificadm and return it by mail to CMS. Regulations require we dnairitain a
signgd original of the modification inour contract files. -.
.-
I
If you have any que&mns,.pkase contact C h s Hagepanos on (410) 786-7598. . . . . . . .
---:
:
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-. __
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4
.- : . .,
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.*
- contract Specialist .- - -
I
.7cbstopherHagepanos...... I - -
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. . --- - -
~ttachment:
AM~NDMENTOF SOLICITATIONIMr "FICATION OF CONTRACT ( l.COm-TlDcr7c PAGE OF PAGES
1 (
. 2. AMENDMEMIMODIFICATION NO. EFFECTIVE DATE 3JECT NO. (If apolrcab~e!
000003 See Block 16C I
6. ISSUED BY coDE I AGG/DPC 7. ADMINISTERED BY (If ofherthan nem 6)
CENTERS FOR MEDICARE & MEDICAID SR J U A N ~ T AWILSON

ACQUISITION & GRANTS GROUP CONTRACT SPECIALIST
7500 SECURITY BLVD. (410) 786-5538
BALTIMORE MD 21244-1850
.--
8. NAME AND ADDRESS OF COWRACTOR (No.. street, country. Slate and ZIP W e )
-
(x) 9A. AMENDMENT OF SOLICITATION NO
Ket chum
9B. DATED (SEE ITEM 7 7)
Attn: Ms.. Sandy Printz ,
2000 L St, NW Ste 300
washington DC 20036
. 10A. MODIFICATION OF CONTRACTIORDER NO.
500-01-0002
1OB. DATED (SEE ITEM 73)
CODE i
I, 7
' -- ... I FACILITY CODE
-U . - 1 1 . THIS ITEM ONLY APPLIES 7
The above numbered solicitation is amended asset forth in Item 14. The hour and the dale specifies for receipt of Offers is, 0 ?nded. is not extended.--. - --
Offers must acknowledge receipt of this amendment prior to the hour and date specified in the solicitation or as amended, by one of the f o l l o ~ I methods: (a) By completing
copies of the amendment; (b) By acknowledging receipt of this amendment on each copy of the off1 ubmined; or (c) By separate
letter or telegram which includes a reference to the solicitationand amendment number. FAILURE OF YOUR ACKNOWLEDGMENT TO BE CEIVED AT THE PLACE
DESIGNATED FOR THE RECEIPT OF OFFERS PRIOR TO THE HOUR AND DATE SPECIFIED MAY RESULT IN REJECTION OF YOUR -FER. Ifby virtue of this
amendment you desire to change an offer already submitted, such change may be made by telegram or letter, provided each telegram or lent nakes reference to the
solicitation and this amendment. and is received ~ r i oto
r the ooenina hour and date s~ecified.
12. ACCOUNTING AND APPROPRtATlON DATA (If required)
See Schedule
13: ITEM APPLIES ONLY TO MODIFICATIONS OF CONTRACTSIORDERS,
IT MODIFIES THE CONTRACTIORDER NO.AS DESCRIBED IN ITEM 14.
(X) - A. THIS CHANGE ORDER IS ISSUED PURSUANT TO: (Specrfyauihorit&JJHE CHANGES SEF FORTH IN ITEM 14 ARE MADE IN THE CONTRACT ORE NO. IN-ITEM 10A. . .
n
u ..
8 . THE ABOVE NUMBERED C O N T R X ~ ~ ~ ~ R ~ E R ~ STO ~ IREFLECT
F I E D THE ADMINISTRATIVE CHANGES (such as changes ;n paying ofrice.
appropnallon dale, efc) SEF FORTH IN ITEM 14. PURSUANT TO THE AUTHORITY OF FAR 43.103 (b).
C. THIS ~UPPLEMEN~AGREEMENT
IS ENTEREDWTO PURSUANT TO AljTHORlTY OF : --. -
FAR 43 .I03 (a)(3) Mutual Rgreement of parties . ..-.- -
D. OTHER (Specrfy type of modrficalion and auihonty)
E. IMPORTANT :
- Contractor is not. 2m is required to sign this document and return 2 copies lo !he issuing olfice.
i- . - _ _ _
14. DESCRIPTION OF AMENDMENTIMODIFICATION(Organ~zedby UCF secton head~ngs.inciudmg solicrlafio~conlracfsubject maffer where feasrble)
. . . . . . . . . .
L.' UI
T& ' I D ~urnber: ..
/ DUNS Number:
-. . ~
-- - - .-
.
-. .
. . .-
The purpose of this modification is to:
1) incorporate a revised statement of work (SOW) for the "Home Health Qua1 :y Initiative"
I and
2) add additional effort with available contract funding as set forth in r rised SOW
.. . ..+-..-
.: - . ~-
..... . . . .
Subsequently, the following changes are hereby made:
FOB: Destination
Continued ...
Excepl as provided herein. a l l i e h s and conditions of the document referenced in Item 9A or 10A. as heretofore changed. remalns unchanged and in full force and effc
15A NAME AN3 TITLE OF SlGNERflyfie orpnnt) 1 1611. NAME AND TITLE OF COWRACTING OFFICER flype o r p n
--
/ MARY
I
E . JONES
150. CONTRACTORIOFFEROR 15C. DATE SIGNED 168. UNITED STATES OF AMERICA 16C. DATE SIGNED
BY
(SgnafurP of the penon auihonzed lo sgn)
-
(Sgnalure of ihe p e n o n auihonzed to sgn)
I NSN 754041-1 528070 30-105 STANDARD FORM 30 (REV. 1 0 8 3 )
PREVIOUS EDITION UNUSABLE Prescribed by GSA
FAR(48 CFR) 53.243
. -. ....-.... ~ . - , ............ TTzT . -. . -
---
.-
--; _ -.-.- -. .-..............
--Re: Fwd: T -~ .things
~
,&bra Hoffman O . not

--dir&tly?elated
_ d . - k _ itoihe campaign
. . . .
Page 1
. . . -
................ .... .____i___-.
4 . ~ _ _ _ . _ _ i . . ., . .- -... .~... . . . . . . . . . .
From: Mary Jones

To: Helphenstine, Patty; Hoffman, Debra
Date: 6/3/03 8:44AM
Subject: Re: Fwd: Two things not directly related to the campaign
-
Fine with me - please coordinate with Press-Officefor concurrence as well.
Thanks, Mary
>>> Patty Helphenstine 06/03/03 08:17AM >>>

Hi,
- .-.
Can Ketchum run a press release announcing their ;hard of this task? See attached.
- - -
>>> "Marshall, Monica" ~~or&ca.~ar&all@ketchum.com>
06/03/03 08:15AM >>>
..
Patty, . . . -. . . .
If CMS approves, Ketchum would like to send a press release on the win of the marketing car aign to
our trade publications. Can you please let me know who needs to approve this action as well ; the
attached press release?
Switching gears, the CEO of Ketchum, Ray Kotcher, will be in DC on June 18 819. l wondere if you
could provide some guidance on how to arrange a brief meeting with Gail and Michael. Ray VI ~ l like
d to
reaffirm Ketchum's commitment to CMS. as well as discuss how the account is being handled rerall.
Thank you. ,. .. ..rl
. ~.
- - ..-
.-.-
Monica xq?
- ---*,-a- -- --
r ~ e b r aHoffman - FAR 52.232.22, Limitation
. . . . . . . . . . . . . . .
-. . . . .
of Funds .... . -- -- Page 1

Date: 2117/04 5: 12PM
Subject: FAR 52.232.22, Limitation of Funds
Hi Debra, I know we are working on a modification to Task Order 14,

however, in compliance with the contra'ct;-this email provides
notification that Ketchum, Inc. has incurred 80.76 percent of the funds
currently obligated for the subject contractlsubcontract pursuant to the
provisions of the clause entitled "Limitation of Funds."
If you should have any questions, please contact me at (202) 835-9426

Ketchum, lnc.
Contract No. 500-01-0002

Task Order No. 14
Medicare National Multimedia and Education Campaign
Week
--. Ending:
I
II. Creative
.a bor
Other Direct Costs $
subtotal : b
i
V. Media Plan and Placement 1
-abor ......
5.. .?
\<.?.
Other Direct Costs ..
Subtotal
- ..
- - V. Fee on Kelchum's labor and ODCs

Fee on Subconlraclor Costs
. .
. &.-!A. .-.- ... &-
Total
Page 2
Total Labor
-- Total Other Direct Costs . - -
Fee on Ketchurn's labor and OOCs
- d;
,b
Fee on Subcontractor Costs
Jrand Totals + r r , ~ ~ > , L b l . O 5 $22,335,261.05 1 514,499,850.50 1 $ 22,941,01
-
Juanita W~lson- Task Order No. 9 Page ;
From: "Prink, Sandy <Sandy.Prink@ketchum.com>

To: "Juanita Wilson" ~JWilson@cms.hhs.gov>
Date: 11114/03 4:56PM
Subject: Task Order No. 9
- Juan~ta,we may have a small Issue we need to resolve on Task Order No

9 1 spoke to Velma at HUD th~smornmgand th~sIS what "appears" to
have happened.
In April Ketchum submitted a memo to CMS outlining what task CMS would
pay for vs what task HUD would pay for. In July the memo was revised
-
and two of the items in the April memo were deleted. According to HUD,
..pursuant to discussions with the GTL at CMS and HUD. the 2nd task
. .... .. " D e ~ e l o p m motf Letterhead (no printipg) @i

.~ .ti;t# /as deleted.,
-- - leavina HUD-with two task totalin!
... idifference ofcb7y & 3r , ~. -- -
:
L.
b-r v'
- . _ _.- . --
<&
--- -- .
.
(1 ) ~ e v e f b ~ m eand
n t Printing of ~ r o c h u r e i ' I .- .
2) Development of ~etteihead(no printing fiil 1
3) Development of Content for 2 additional Frograms . , ,
b7
total 5 ;--{
deleting the 2nd activity, HLID's portion should be

/
.
-:,
,?*
not ,; -'
(a difference of i L/ ,@ 5.
- %?
- Ketchum's budget and o b l i g ~ + ~ n~lnrler
n ttlis task order is
i-
-
'CMS' requisition was--.- - --,-
-
. .
,
HUD's requisition was
-Total . . - . .
, . I . brach-.
Now, HUD wants to add +h- .I' - ;to the pr~ntmgcosts. If we do th~s.
we will come up short .i .J ' i ru,,hs I "assume" should come from CMS
I
-. --- ....... How do you stggest

.
-
we handle this issue?
--
..,
................. P
.
. . : -.-
.- -.
. .-
.. .. .. ..
Let me know if you want to tilk about this.
- - -- - - - - -
Sandy
202.835.9426
Juan~taW~lson- HOMELESS PROJEC ,-UNDSSTATUS
. ~
'L I
-v y ; d - 5 F/JCI lc1/
From: "Isola, Meredith" <Meredith.Isola@ketchum.com>
To: "Gina Clemons (E-mail)" ~gclemons@cms.hhs.gov~,"Mark Johnston (&mall)"
<mark_~ohnston@hud.gov>
Date: 11/19/03 5:27PM
Subject: HOMELESS PROJECT FUNDS STATUS
.-.
- - --
.-
Gina and Mark:
.- .
After careful review of the remaining funds for the CMSlHUD Homeless project against the/ activities
Ketchum has been tasked with completing, it has come to our attention that there are not enough funds
-
remaining in our contract to adequately cover the costs for what still needs to be done in o h current scope
of work. ..
-.
---
-
-
-~mvolvement
- in theforthis-is
heexplY6tio
-
~ that the s c ~ g eof work h&-changed quite a bit. MO-respecificalli. ~ e t c h h ' s
production-,assembly and distribution .of-the Firststep-p~nducthas c o ~ u e . d ~ - e v o l v e .-
.- . -
over the-last two months to. the-point where our resources have been depleting whdethe.fas)c i&dving ~-...
.-~
.
productign, assembly and distribution of the product keeps growing and becoming increashgly more
. . .
- - =-
-. -
--
complex. .. .. .
A A
Understanding that CMS and HUD do not have additional funding to provide to Ketchuin t o continue our
role in managing and coordinating the production, assembly and dissemination of the FirstStep product. . .
we are recommending that the items listed below be removed from our contract in order to ensure that the
FirstStep product is produced with the highest quality.
Items Ketchum Will Deliver

1. Development of ~ e a r c h i n g i n e
I .
-
. . .- . ---
2. Production of (?4 CDs (includes printing on the CD-ROMs)

3. piinting of b,, Brochures, CD covers, Fact Sheets ( &.r ets), Collating of Fact Sheets into Sets
a n d Shrink blrapping of all Components . . . . . . . . . -.
4. Two complete pri% ij"u'tsbf'Vie CD-ROM (Per HUD's Request)
.- .. . ..-.- _ - ~>_- _ -,
Recommended Items for Elimination

1. Final Report
2. Weekly-Conference€aIls and Reports (Except when Necessary)
3. Management of Package Assembly ... ,
4. Actual Package As-sembly (EuWment)
5. coordination
. . Between €MS. HUD and
.
en -
involvement.in d i s t r ~ t i ~ + d p o s t a g e )
...
...
h u madditional fundmg to conduct additional activities, that
Although CMS and HUD d i s ~ - ~ r o v i d e . ~ e t c with
funding did.not include the time management and quality assurance necessary to manage what has now
become a very complex production, assembly and distribution process that needs daily monitoring and
coordination.
-Ketchurn will produce and print all of the materials and ship either to Aspen, CMS andtor ~ U and
D remove
itself from the assembly and distribution of the product. The assembly, postage ad-mailing will have to
be coordinated and managed by a party other than Ketchum.
Also. I have attached for your reference an u ~ d a t e dversion of the October 2003 TO #09 cost Report.
which has been updated to include the b-l obligated In Mod 000002. The percent of funds expended
as of October 31st is revised to --..--not
~ercent b y percent as originally conveyed in the c o s t Report
sent to you on Friday, November 14.
. .
Please let me know if you w o u l d K e to tochedule a call to d i s c u s fhlc w e in more detail. We would be
happy to walk through this with you or to clarify anything if necessary. It is our goal to enslfre that the
overall product - the FirstStep CD, Brochure, Fact Sheets and CD Cover - are completed and delivered to
, ~ " a n i t aWilson - HOMELESS PROJEC ,-UNDS STATUS
you in the highest quality possible. This recommendation will allow us to do that. Until m iear from you
on this issue, we will pause all activities on this project.
Best Regards, .
Meredith
- - -
Meredith lsola .
Account Supervisor
---. ---.
..
Ct
-
--
.
-
_ - - -
.
.
.- --
-
- *.a==
-
.---
.
- -
CC : ~ j w i l s o n @ ~ m s . h h s . g o"Printz,
v~, Sandy" <Sandy.Prink@ketchum.cori .''I &a ;---
i
--:-:-
.-
MereditK" <Meredith:lsola@ket~hGm.com>
July 23.2003
onse to LRFP 03-004
COSTESTIMATE
Contract No. 500-01-0002.Task Order
-
Homelgsk Task Order Summary
Period of Performance: August 2002 -- September 2004
-
A. Salaries and Wages
Staff Labor Category Rate Hours
Isola. Meredith
Lumet, Michele
Project h4anager
Production!Marketing Manager
$7
$'
- -.
.Philllips, Rachel-:. -- -.
-
.- - .
-.-.=-
- Art Director'
~ r i n Sandy
E Contracts Manager;- . . . . .
Subtotal Direct Labor ........... ------

I
B. TRAVEL
Local travel from D. C. to CMS Headquarters /mile
Subtotal Travel
C. OTHER DIRECT COSTS (ODCs)

Phone ( 1-800 number) /minute
';; ...
1-800 set up fee UC-;
Long d~stancecalls to CMS from DC
Faxes --
"
-
/minute
/fax
Fedex /package
T W complete
~ sets of CD prii;fbj- A
-' .."> /COPY
Envelopes
. .- - - ,
.-
.
....
Postage /package
Printing of Brochure. Fact Sheets. CD Cover. Shrink
mrapping of components and Cmating Fact Sheets
Search Engine Development
*. -- .- . . . . . . . . ... .--
Production of CD (duplication, printih&on CD)
Subtotal ODCs
. . .- -
3. SUBCONTRACTORS
Bearingpoint
Subtoal Subcontractors
, ..+>-: - -
rota1 c o s t
=ixed Fee
rOTAL PRICE PLUS FIXED FEE
rhis i s based o n our best estimate at this time.
..
1
Use or disclosure of data contained on th~ssheet 15subject to the reslnctlon on the cover page of thls proposa
-
"*."I."" I.,!, *-,-*,-.
*" 'h..,,*
*
..I
PUBLIC VOUCHER FOR P U R C H A S E S A N D 1 \ ouchrr \ u
Ilvrl.?I ...,.,. ,,. SERVICESOTHER -THAN PERSONAL

.'.S Departmen!. B u r n u . o r Eslablshmrnt 2nd Lontmn D m Voucher Prepared
)epanmrn~o l Healrh and Human Sen ~ces I 20-~OV-03

iealrh ( are F~nanc~nc
Admtn~s~ra~~on Contrxt humbrr and Date
)FHKIOFhlID~\ ~ s l u no l -2ccoun11nc 500-01-0002 - T. 0.0009
'.O. &or 7 5 3 J Rrqluwtion u m b e r and Dale
hltlrnort.. M D 2 1207-052U
<etchurn. Inc. - .-
!000 L Street, NW
juite 300
Washington, DC 20036
ntl I'ncc
I'cr
Order I -. Sew~ce I md athcr t n f o r n l ~ o nd m e d nrcssm I
-..
1011 !2003 F O R REIMBURSEMENT O F COSTS
l0;.3 I !2IW.7 CONTRACT A S D E T A I L E D I N A T A C H E D
S U M M A R Y O F COSTS. (VOUCHER 13 O F 13)
(Payee must N O T use the sp ace helow) OTAL

aymenr Approved lor Exchange Rare
51-Pro! ~swnal P r u v i s ~ o n a swu ~
b l e c p later aud~r =S l .OO
a C'omplere BY ( 1 )
A ~ a n ~ a l . -- . . .-. --.-
a F~nal . - Amounr;
a Progrcss Tt~le ISI~~III
a Adbancc Aud~tor.DCAA
. +
DIRECT SUBMISSION AUTHORIZ ED
.- .- .- .-
.-
.. -- . . - .-..- .
.--
.. --
--
-
...- -- .
. A .
..
-. ..
..
--.
/lhre) /,41t1hort:ed C ~ ~ I I / I , O/lice,.j
I~ /?I , 17
.- - ,- -. - .
-
ACCOCXTIKG CLASSIFICATIO\
heck \;mher On Accounl o f C.S. 'I reasur!.

PAID R \
Check hunhrr
..-..
. O n ( h a r n r nf Hank)
-.. .
ash Date , . Payer (3)
, .
I
Ketchum, Inc.
I
I Public Voucher Backup Sheet
Invoice Number
I 13
Description: Billing Date: 1 1120/2003
Program Information for professions Billing Period: 1011 12003 to
Who work w i t h persons who are homeless 1013 1/2003
- - _ Contract Number: 500-01-0002 - T. 0 . 0009 Summary
-Period of ~ e r f o r m a n c e : 0 8 / 0 1 / 0 2 - 1013f.103 1
Customer: Contractor:
Department of Health and Human Services - Ketchurn, Inc.
1 Health Care Financing Adminish-ation 2000 L. St. \W,
Suite 300
- OFHRIOFM/Division of Accounting Washington, DC 20036-5610
P.O. Box 7520 Tax ID # 13-3973099
% Expended
Estimated Cost: . - -
. -- -..-
Fixed Fee:
Total Cost Plus Fee
lnceptlon
To Date
Current Billinos
Direct Labor
Fringe Benefits
Overhead
-
G&A o n Labor
Subtotal Labor Plus lndirects
- ... -
Other Direct Costs:
Consultants
Travel
Other 4
Subtotal D t h e r Direct Costs
Subcontractors
Total Cost
Total Cost Plus Fee
I hereby certify that the amounts included i n this contract are correct and proper for payment,
by: Date: Name & Title: S , Printz, VPLCcontractManege_r
- .
Prepared by: Date:

--
'LEASE REMIT PAYMENT VIA EFT TO: Bank: ABAB:
Bank address: Depositor: 1 Ketchum, Inc

Pittsburgh, PA 15222 Account # . 1 ;< ,.I
i
Ketchum, Inc.
Public Voucher Backup Sheet
Invoice Number 13
Description: Billing Date: 1 1 12012003
- .
Program Information for professions Billing Period: 1011 12003 t o
Who work w i t h persons who are homeless 10131 12003
- -Contract Number: 500-01-0002- T. 0.0009 Subtask 1
Period of ~e'kormance: 08/01I02 - 05131i03 Materials Dev.
Customer: Contractor:
Department of Health and Human Scrvices Kctchum, Inc.
Health Care Financing Administration 2000 L. St. \W, Suite 300
OFHR/OFM/Divisioo of Accounting Washington, DC 20036-5610
+ I
P.O. Box 7520 Tax ID # 13-3973099 1
- Baltimore, \ID
- - 2120753'520
- -
- .- -.. % Expended 1
* Estimated Cost: .- -
-- -- --
- - - <-
Fixed Fee:
Total Cost Plus Fee
-.
Current Billinas
Bste m Amount
Direct Labor S
Fringe Benefits i o --! %: S

i. -k=
-
I
8 . ,
Overhead - 1.
;? 4, -
.
-
,
G&A on Labor ;? ..,

+
- I
Subtotal Labor Plus lndirects

. . - . . .-.
Other Direct Costs:

Consultants
.-
Travel
*
Other
t"
.- ,. ..
-btotal Other Direct Costs . _e
-
- Subcontractors - - -- . - , - -
.
~
-
~
- S :
1
Total Cost
Fee .
.-7 . - --
Total Cost Plus Fee
I hereby certify that the amounts included in this contract are correct and proper for payment,
by: Date: Name & Title:.S.J!in_tz. VP/Contract_~Manager

1
-- .
Prepared by:
--
Date:
.I
Na_eme&_Title:_MIGraham .Sr Financia! Ana!y.st
. .
I
8
PLEASE REMIT PAYMENT VIA EFT-

TO: I '
---- ---- - Bank: P S C Rank S.A. ABA#:
Bank address: Fifth Avenue & Wood Street Depositor: Ketchum, Inc.
Pittsburgh PA 15222 Account # :

1:
Ketchum, Inc.
Invoice Number
Billing Date: 1 1 I2012003
'rogram Information for professions Billing Period: 1011 12003 t o
Nho work w i t h persons who are homeless 1013112003
-- - -
Contract Number: 500-01-0002 - T . 0 . 001 3 Subtask 2
Period of Performance: 08101 102
hstomer: Contractor:
Deparrment of Health and Human Scrviccs Ketchum, Inc.
Ilcalth Care Financing Administration 2000 L. St. 3M',
Suite 300
OFtiK/OFhl/Division of Accounting ,
, Washington, DC 20036-5610
_Tax ID # 13-3973099
--.-
.- - % Expended
Estimated Cost: -- -- -- ---
Fixed Fee:
Total Cost Plus Fee - .
Current Billinas
Elate h Amount
Iirect Labor S
/'
:ringe Benefits
r \<: S
IverTead
..
I,
I., - S
;&A on Labor
.,,.--- -. ....
$
/
Subtotal-Labor Plus IndJec . ..
.- ..
Ither Direct Costs:

Consultants .
Travel
. +
-- Other
.. -- -
..,
.. - -- --
iubtotal Other Dwect Costs --
-otal Cost
.
ee ,>>-.- -
-9-
otal Cost Plus Fee
i
-
-
I hereby certify-that the amounts included in this contract are correct and proper for payment,
by: Date: Name & Title S Pr~ntz.VP/Contract Manager

- -
Prepared by: -- Date: N a m e & T i t l e S .PLI~JZ, VP/(
LEASE REMIT PAYMENT VIA EFT TO: Bank: PNC Bank N.A. ABA#.
Bank address. Fifth Avenue & Wood Street Depositor: Ketchum. lnc
Pittsburgh, PA 15222 Account # - -

Ketchum, Inc.
Invoice Number
I I3
Description: Billing Date: 1 1I2012003
Program Inforrnatlon for professions Billmg Period: 1011 12003 t o
Who work wrth persons w h o are homeless 1013112003
-- - -Contract Number: 500-01-0002 - T. 0 . 0009 Subtask 5
Period of Performance: 08101 102 - 05131103 D ~ s s e m ~ n a t ~Pohnn
Contractor:
-
Department of Health and Human Services -- Ketchum, lnc.
Health Care Financing Administration ZOO0 L. St. >W,
Suite 300
- 0 ~ 1 i I U O ~ ~ / ~ i v i of
s i Accounting
on Washington, DC 20036-5610
P.O. Rox 7520
-- -
-
-=- Estimated Cost:
"Tax ID # 13-3973099
-.. i -.. - O/u Expended
. - -- --
.. -- Fixed Fee:
Total Cost Plus Fee
lnceptibn
To Date
t
Current Billinas
I
Eta& Ease Amount
I i r e c t Labor S
=ringe Benefits
herhead
. -
;&A o n Labor -.- .-.
.,a- .../
Subtotal Labor Plus lndirects -i
-
... ' . . -
I t h e r Direct Costs:
Consultants
Travel .-
Other .
+
&total O t h e r Direct Costs - - . ..

.. . ..
...~
~ .
.--
. . .
iubcontractors . . -- - .
.,
-otal Cost
'otal Cost Plus Fee
I hereby cert/fy t h a t the amounts included i n this contract are correct and proper for payment.
.-
by: Date: Name &Tirle;-S. Primz,~YP/Co.ntraBctctMe_naqer
Prepared b y : Date: m e . & .T.itle:..S_.Printz, YPICoontrect Manager

--- ,
I
LEASE REMIT PAYMENT VIA EFT TO: Bank: Ph'C Bank X.A. ABA#:
Bank address: Fifth Avenue & Wood Skeet Depositor. Ketchurn, Inc.
Pittsburgh. PA 15222 Account # :

FACSIMILE
-
-- -
To: +bn .-
DATE: / / 9 'G!3
COMPANY: h 5 . FROM;
\.
. ..
SUBJECT: .. ..
MESSAGE;
MEMO
TO: Gina Clemons, CMS

Mark Johnston, HUD.
FROM: Meredith Isola, Ketchurn
CC: Kim Aduss, Ketchum
DATE: April 11, 2003

.\
PE':- -
. -
- --
Ct
-
-- - - -.. - . . ,. .. -REVISED Task Order #09 Budget Memo

.-
. ..
- .
~
I
Gina and Mark:..
-.
. .- ..
-.
- -..- . ~ .
.----
---- .. :=
- - --- -.
. -
----T-
- . .
-. .
Following is a modification to the estimated costs to conduct the additional work -
discussed. The only modification to the informatlon provided in this memo is letter
... ...
-. -
- -
C under Activities Funded by HUD.
1. Activities Funded bv CMS
a. -Printing, Production and Assembly of CD-ROM Packages

(Based on quantity of 10,000)
77: . . ~.
. .-.-
..--
-
%-..
d'
-
.-
printing of covers and casing

-
- Production for CD - includes CD duplication, printing on CD,
j
i -
Assembly o f . p a a g g s (which would include1 CD-ROM, 1
1 . T- ' . .
I ;. ,'
Brochure, 1 Letter. 14 ~a*ctSheets, ink jetting of address and ;,4
;
.- . -- .
r;
i -::- .. . . . .-
.
CMSand/or HLlD.mailing pemit number) - ,
:
Envelopes -==- I - 1 , )
Ketchum fees and labor costs
I
! .' .>- ,. i-
I- - T - -
-SUB-TOTAL . .
Ketchum negotiated fee i I-.
- I--.-
..- .. ESTIMATED
.- . TOTAL
..
.-- ... .- ..- .
1!$26,168.40 1
-: 1 ....
I
*a_,
. .
.I- - :_
b. Postage for Mailing CD-ROM packages . ... -

.
.. .
-. -. .-.. -.
(Based
-. --
on
- quantity of 10,000) _
._ . _ . -
Postage (eshmated at $1 30 per package maxlmum)
SUB-TOTAL i
Ketchum negotiated fee
-- ' - ESTIMATED TOTAL i
(
II. Actlvities Funded by HUD
a. Development and Printing of Brochure

- - ,. -
Development of a brochure to accombany CD-ROM - Includes i
Ketchum feesand labor for content development, design, layout
and camera-ready file
1I
Printing costs for brochure (10,000 quantity)
Estimated ODC's (Other Direct Costs) - Includes Fed Ex, I
conference calls, other expenses !I
SU 6-TOTAL )I
b. Develbprn&t and Printing of Letterhead

.--
Development and design of letterhead - Includes Ketchum fees
and labor for design and layout of CD-branded (i.e Firstslop)
letterhead
Printing costs for letters on letterhead (10,000 quant~ty) \L
Estimated ODC's (Other Direct Costs) - Includes Fed Ex, II
conference calls, other expenses
SLI 8-TOTAL
Ketchum negotiafeQ.fee 4
ESTIMATED TOTAL..
.
.
/
c. Development of Letterhead (NO PRINTING)

-'.. -. .-.-
C,.... r'
Development and design of letterhead - Inc!udes Ketchum fees
andlabor for desion andlayout of CD-branded (i.e. Firststop) ,
letterhead
I Estimated ODC's (Other Direct Costs) - Includes Fed Ex, 1 I
I
conference calls, other expenses -
- SUB-TOTAL I
. - 1
KetcRum negotiated fee
ESTIMATED TOTAL - - - -
-
... . . -
..:-
d. ~ e v e l & m e n t of Content for 2 ~ d d i t i o n aP

l r o h
-- - . . . -- ._ . -
Addition of 2 Federal benefit programs for CD-ROM (includes
Ketchum fees and labor for research and development of this
-
1 ,
. .. ..
y.-.
... -
content)
Estimated ODC's (Other Direct Costs) - Includes cost of
additional time for Bearingpoint team to conduct intelligence
1! 1
gathering for 2 programs, coding vendor. Fed Ex, conference .,
- other expenses, etc
calls,
SU B-TOTAL
Ketchum negotiated fee -
I
1
ESTIMATED TOTAL
23 July 2003
Centers for Medicare & Medlcaid Servlces (CMS)

ATTN: Mary E. Jones, Contracting Officer
7500 Secunty Boulevard
- -
-
Baltimore. MD 2 1244-1859
Subject: Request for Additional Funds to Task Order No. 0009 - "Program
Information for Professionals Who Work With The Persons Who
\\
- Are Homeless"
-
.
--
.. - - . - <.- . - - =a 15'..>. t N€
~eference: Prime C.mnact N6500-01-0002
.- . . . .-
D e s Ms. Jones:
-.
44
In compliance with the referenced primp ---
wt, Ketchum, Inc. respectfully rquehts Ketchurn
2030 L Slreel hW Sulk 300
additional funding in the amount of , i the subject task order. This request
IS KUholn DC 20016
necessary due to an increase in the
Attachment 1 - Additional Scope of Work).
or work requested by CMS and HUD (see , 2,2,,, ,,,,
F 202 8% 8879
www ke:cnum corn
Technical Approach, -
. .... .-. -
Q.
Mtices in:
North A m e r ~ c a
-
..The current work under Task Order 0009 involves the writing, testing and production of Eurooe
a CD-Rom for case managers who work with persons who are homeless. While the aD- Asla Paclllc .-
Rom currentl~,@Ju+s information from n variety of Federal Agencles (CMS, SCHIP, Latm America
HUD. Social Security. ;G). as the project has progressed. there has been a need to ddd -
--.
rwo m r e programs to the CD-Rom to make it complete. The need has also ansed to
I
develop promotional matenal that w~ll assisr CMS and '-RUD in promotmg-and .- - -
dissermnating the f~nalproduct to the case managers that will benefit from it.
.--
I- --
The attached cost proposal covers the work described above. Specifically. it incldder
. -..~- :.=I
Research, write, design and incorporate information on resources f6r'perso"s who ate--
- -- . --
-.
homeless from two additions-I Federal Agency partners - Depamnent of Labor Career . ...
One-Stop and Veterans Administration Compensation - into the current CD-Rom.
programs will follow the format of the current programs on the CD-Rom and include all
Fe
information (fact sheet, worksheet, etc. j.
Dcvelop nnd print a tri-fold brochure that provides an overview of the CD-Rom.
brochure may accompany the CD-Rom, providing an overview of content'ahd use, or
F"
may be used as a promotional item The estimate includes the cost of printing 10000
copies of the brochure. 1
Produce and distribute-the CD-KO-m,_includingthe design and printing of the casing and
covers, printing on the CD-ROM, and mailing of the CD-Rom ( u p to 10,000 CD's).
Thank you for your consideralion of, and attention to, this request. If I may be of f u d
assistance, or if you have questions or required more specific information, please conti
me at (202) 835-9426 or via email at sandy.printz@ketchum.com or Kim Derwinski
(202) 835-9499-or via ernail at kimberlv.derwinski@ketchum.cum.
Regards, .-. .
Sandy Printz
Vice k e s i d e n t f ~ o n t r a cManager
t
.:. .- . - _-
..cM$ .,.
CC:-- Gina ~lemons. \ _ _
_
--- .
:.:- Mark Johnston, HUD
..- . -.
Attachment 1 - Additional Scope of Work
I. Activities F u n d e d by CMS
a. Printing, Production and Assembly of CD-ROM Packages

[ Production for CD - includes CD duplication, printing on CD, printing

of covers and casing
1 __
Assembly of packages (which would include1 CD-ROM, 1 Brochure,
.\
1
1 Letter, 14 Fact Sheets, ink jetting of address and CMS andlor HUD
- . ... .-
_: -
--..
Erivellopes
..-
----Ketchurn
SUB-TOTAL
- mailing permit number)
.
-
fees and labor costs..
-
Ketchum negotiated fee
-. . .. / *
-.--
~-
-
. . i
4-
-. .
i1
I
j --
-.
ESTIMATED TOTAL
b. Postage for Mailing CD-ROM Packages

Postage (estimated at $1.30 per package maximum)

SUB-TOTAL
Ketchum negot~atedfee ..
ESTIMATED TOTAL &
- 11. Activities Funded by HUD

-&
.*,,'. --. .-.-
a. Development and Printing of Brochure
Development of a brochure to accompany CD-ROM - Includes

Ketchum fees and labor for content development, design, layout and
camera-ready file
Printing costs for brdEhure (10,000 quantity)
Estimated-ODC's (Other Direct Costs) - Includes Fed Ex, conference
- -- -- . . .. ... . calls, other-expenses .-- ; --.--- .* .
-
.- -- -
SUB-TOTAL
Ketchum negotiated fee -
ESTIM-ATED TOTAL
b. Development of Content for 2 Additional Programs
addtion of 2 Federal benefit programs for CD-ROM (includes

Ketchum fees and labor for research and development of this content)
Estimated ODC's (Other Direct Costs) - lncludes cost of additional
time,for Bearingpoint team to conduct intelligence gathering for 2
programs, coding vendor, Fed Ex, conference calls, other expenses,
etc. --
SUB-TO TAL
Ketchurn negotiated fee
ESTIMATED TOTAL -- I
-
............. ... .~---.--.,... --,-.---.
<",.. r
-
.> - .-.- *.. .-,.- 6 -.-..,....-.,- ---.. .... ~. ...........
. . . . - .
~ e G a x o ....
j ..-.__,,_
f f m a n-SUBCONTRACTORS
. . ._................. _ ..... ......._. . . . - . .... . . . . . . . . . .
~.
Page 1
From: Debra Hoffman

To: internet:lwoodworth@gcigroup.com
Date: 2/20/033:58PM
Subject: SUBCONTRACTORS
-
The subcontractors are:
P
From: "Laporte, Yolan" <Yolan.Laporte@ogilvypr.com>
Date: 3/4/03 12:57PM
Subject: RE: AMENDMENT 0002 TO LRFP 03-0002
-
Got it -- and agree with your response Eelow. Margo-Gillman form my office will be delive 1 proposals at
any moment.
~ r o mDebra
: Hoffman [mailto:DHoffman2@cms.hhs.gov]
-
Sent: Tuesday, March 04, 2003 12:16 PM
To: adickins@aed.org; hfabiano@aed.org; jstrand@aed.org;
~~lwoodwo~h@gcigroup.com; nmumma@gcigroup.co.m; tpetrosini@gcigroup.corn;
- --,. ~t~~wce@gcigroup.cdm;
- jeffrey.mullinsQketchum.com;-
-.
kimberly.aduss@ketchum.com; monica.marshall@ketchumzcom; .=..=:- . .
sandy.printz@ketchum.com;Gillman, Margo; Beall, Tom; Laporte, Yolan -- .
Subject: AMENDMENT 0002 TO LRFP 03-0002 ..
We have attached Amendment 0002, which provides answers to some last minute
clarification questions that we received. Our determination is that these Q&As
do not warrant a change in the due date for the receipt of the proposals.
=-. -..-.. -- . . . ...-. -
Z b G ~ o f f m a -n RE:
. --.---.---.- .
LRFP 03-OO~,BACKG.ROUN-D-MATERIALS
-; --..- -- -
ON PASTCAMPAIGNS
.. .- -- -- - . . '. - I-_
. :-..
-..
-$ t- .'?;
I
Date: 2/22/03 1:45PM
Subject: RE: LRFP 03-002 BACKGROUND MATERIALS ON PAST CAMPAlGh
Hi Debbie -- only one question regarding this LRFP:
The SOW (the "campaign shall" section) lists several requirements regardi~gIncreasing ~wledgeand
awareness of the 1-800-MEDICARE telephone number and the informairon/resources avi ~ l through
e
thls number. Is there an explicit requirement that this campaign Increase ca!ls to the 1-80 umber or hits
to the website? If so, can you quantify this requrrement?
C.
-,----Original Message----- ..
-from:
-- -
.Debra-Ho#man [fiailto:~~offman2@cms.hhsfgov]
Sent: Friday, February 14~20031.59 Pm. -- - ..-... . . .
, r :=
- - .- . i
To: adickins@aed.org; hfabiaao@aed.org; jstrand@aed&: --+. - -. - .
- ..
.
Iwoodworttj@gcigroup.com; nmurnma@gcigroup.com; tpetrosini@gcigroup.con~; . .
tpierce@gcigroup.com; jeff~ey.muIIins@ketchum.com; -. . .
kimberly.aduss@ketchum.com; monica.marshall@ketchum.com;
sandy.printz@ketchum.com; Gillman, Margo; Beall, Tom; Laporte, Yolai-I
Subject: LRFP 03-002 BACKGROUND MATERIALS ON PAST CAMPAIGNS
Attached are three (3) documents that we are sending as h " - b n m u a n r l *nfnrm-+8nrr
-n 'h- F two (2)
campaigns. Two of the we~entationsare mater~alsfrom
document is a summary o W e 2001 campaign comptetea ,y nLU ,
4 :1 OLLObIILU ,PI
1e Word
ovide a good
- overview of the campaign results from the previous two campaigns
a
-.-. .
~
.
i - .=-
IS .
.. .
- - - -
. . . . . . . . . .-w
... ---.-- --- --- -- . .. ............ - .........-.. --A. ..... ~-- . . . . . . . . . . . . . ...........
/?0ebra
.- r o f f m a n - .URGENT:
................
. . . . .
..
Clarification
..
on CMS
-. . . . ....~. . .i. o -~ o s a .l . . . . . . . ...... ...-.
.
.... Page I i
. . . . .
@--- ...
.' -- i
,-2:. .%. . ~
From: "Horowitz, Jennifer (GCI Group)" ~JHorowitz2@gcigroup.com~

To: "'dhoffman2@cms.hhs.gov"' ~dhoffman2@cms.hhs.gov~, "'rnjonesI@(:ms
emjonesl @cms.hhs.gov>
Date: 2/28/03 1:39PM
.- Subject: URGENT: Clarification on CMS Proposal- :
Dear Debra and Mary:

. .
Thank you for forwarding the responses to our questions regarding the
"Medicare Multi-Media B Education Campaign for 2003" (LRFP No. 03-002).
- . .-
.--
..
-.
There is still one point of clarification regarding thelest market that we
-need to understand. Can you please tell us which of the following planning
- assumptions-is wrrect since it has trerq.gdous
-
p&ns and timing.
, *. -
- .
;,
. --
Z
implkations for research
. ... .- - --
-. -
~
--
- -.
. -
I.Will CMS make a decisign on which campaign will be producedduring this

pitch process based on judgment and approve immediately for production? If
so, this would imply that a test market could be conducted with fully
produced advertising in the summer months, results of the test market would
be available in AugustlSept, and national rollout (with 1000 GRPKRP
delivery requirement) would occur in Oct, Nov, Dec. The $22 MM in this case
would cover all of the activities including test market and national roll
out (assuming positive test qarket results).
%--.
--
- OR - - -
2. Would CMS prefer to ,-*...
conduct pre-production qualitative testing of the
.4<*
advertising (focus groups, eTc.rkworking towards an Oct-Nov-Dec test
.-market (with 1000 GRPKRP delivery requirement on a national theoretical
bask). ln ttiE scenario, re-suttsof the test market would be read in ;=.---
. . .-.-
JanlFeb, national media commitments would occur in March, and national
advertising roll out would occur in April 2004, such that the bulk of the
$22 MM would not actuatly be spent until AFTER this contract is complete.
.<
. ,- --
....... Yourquick response would .b.e greatly.appreciated.
.*- ... . -- .
-.-.. --- -
.......
....
Kind regards.
Jennifer Horowitz .- - - .
Account Supervisor
GCI Group
825 Third Ave.
New York, NY 10022
FY272/537-8126 - - -
F: 212J537-8250 -
... .-. ..
Email: jhorowitz2@gcigroup.com
CC: "Smith, Julieta" -<julsmith@grey.com>,

- "Woodworth, Lynda (GCI Group)"
~Iwoodworth@gcigroup.com~ .-.
To: "Mary Jones" ~MJonesl@cms.hhs.gov~
Date: 2/28/03 1:17PM
Subject: RE: Advertising LRFP Extension
.-
Yes - we did receive it. Your email arrrve~~here
about~6:45pm-- after we had gone home : night. So,
thanks for the responses. Is an extension-of 24-48 hours still possible?
From: Mary Jones [mailto:MJonesl@cms.hhs.gov]
--
Sent: Friday, February 28, 2003 11:07 AM
- ~
--
....
To: Laporte, Yolan
-Sub@: &:.Advertising LRFP Extension
. ..- . . . . . . .
----
.-
-
'. : .A '.
--
.- -. ..
- -- ---
.\
-.
Yolan - T ~ Eamendment.with Q&As-was released yesterday aftkrnoon-before 3:30 &&e

.- - Mary
- - - .
it?
., ..
>>> "Laporte, Yolan" <Yolan.Laporte@ogilvypr.com> 02/27/03 05:30PM >>>

We have a request: In light of the fact that we have not received answers to our question he answers
have a major impact on our proposal approach: is it an awareness campaign or a direct rl onse call
1-800 campaign) and the fact the there is a major snow storm in the area causing difficulti n
transportation and ability to work, we request a 48 hour extension to Thursday, March 6th, m delivery to
CIVIS. thanks.
9
From: Debra Hoffman
To: Jones, Mary; 0GIYLaporte.MimeOut.MlME
Date: 2/28/03 11:09AM
Subject: Re: Advertising LRFP Extension
We sent out the answers to the qLestio& yesterday afternoon. Please confirm that you have received
them
>>> "Laporte, Yolan" <Yolan.Laporte@ogilvypr.com>02/27/03 05:30PM >>>

W& have a request: In light of the fact that we have not received answers to our question: e answers
have a major impact on our proposal approach: is it an awareness campaign or a direct re mse call
1-800 campaign) and the fact the there IS a major s ~ o w
storm in the area causlng d~ff~cult~eI
transportat_lenandability to work, we request a 48 hour extension to Thursday, March 6th. i delivery to
--,CMS.'thankg- ' - --
.. .-
..-
- -. - . ..
,
- .
. .
--. .
~
," -
.-- -
.....--.
.... --
.-.
. -. .
----.-
. -rra
s..L\
.....
.-i$ffman - RE: ADDITIONAL .-4-. ..._i_-_
From: Debra Hoffman

To: Marshall, Monica
Date: 4118/03 10:27AM
Subject: RE: ADDITIONAL QUESTIONS ON NEW CREATIVE PROPOSALS
That will be fine. Thanks.

d-
=.
>>> "Marshall, Mon~ca"~Monica.Marshall@ketchum.com~

04118103 10:19AM >>>
Debra,
I have sent out the request and have asked for responses by COB Monday. I will then send I a
complete response for all subcontractors by noon on Tuesday. I am sorry I cannot get it to earlier, but
-
many of the subs are not in the office today. I hope (his works for you. Monica
. .
,----0riginaTMessage------ == -.
- Fmm: Debra Hoffman ~ m a i l t o : ~ ~ o f f m a ~ ~ @ c m s . h h s. ...4.- b v-l . . . . -. --

. - -.
Sent: Friday, April 18, 2003 9 5 3 AM:, -- T -.
To: MarshaU. Monica
Subject: ADDITIONAL QUESTIONS ON NEW CREATIVE PROPOSALS
In order to be able to complete our evaluation of the 5 alternate proposals

with the 5 different creative teams, we need the following questions addressed:
1. For each subcontraqtor, please determine if they have had any past or
present relalionships with ~ & ~ a n i e seen
s as a detriment to public health.
- (E.g.: tobacco companies) ' .=
2. For each of the subcontractors, -please show past experience concerning

campaigns of this natilrC:%capa and audience.
3. For'eactr of the subcontractors, does the proposed creative appcada

'
change the media buy? If so, what happens to the overall TSPs and the uliimate ; "
reach and frequency?
- . ..
Please submit this additional information as soon as possible. If you have any
- -questions, please
- contact me. Thanks. -. . - -
-. -.-- .. . . . . . . . . . . . . . . .
.II
-- ....-
--
.- a .,
....
_- .__?__. .. .. . ..-. - .
~
- ... . ... . ."
,Jebra.. Hoffman
-.=
-'RE: REQUES
....- - .
From: Debra Hoffman

To: internet:monica.marshall@ketchum.com
Subject: RE: REQUEST FOR REVISED SUBMISSION A .
Monica--
- - ?
Regarding the letter request for revised submission that we issued to Ketchum on 21
reviewing the differentcreative submissions it was not clear that the questions with
business proposal were addresskd. . .
_ Specifically,
*
1
1.It appears that your proposal did not allocate travel for the production of the TV spots please clarify.
. - for the_goposed loaded labor rates. (WE NOTE THAT THIS WAS
-2. ~l&se'~~widethe-breakdown .-
a --
- -- - PROVIDED.) .. . ~ . .
3. Please provide you,r_rationjiefor the round trip taxi trips fidm DC to Baltfifiie at f
renting a car. ..-
. .
4. You are billing directly for,long distance calls and faxes. Please confirm that your
capable of tracking those costs on a direct basis.
5. Do you have any recent information available on your proposed provisional indirect cost ra:es?
6. Please provide an organizational chart for Ketchum.
7. Please provide a copy of your Disclosure Statement.
8. Please note that in accordance with FAR 31.205-26(e). allowance for all materials, supplies, and
services that are sold or transferred between any division, subdivision, subsidiaries, or affiliates of the
contractor under a commgn control shall be on the basis of cost incurred in accordance with this subpart.
Please note the referencehite for additional guidance.
-
- Additloially, we have the following additlond technical questions that we request a response to:
1'. While we have tim~0Yrralre-changesto the media buy, how do the African American statidtics supdied ... ,. . -
- ...
apply to the proposed media buy? Specifically. are we reaching this audience with the proposbd media
'buy?
.- .. .- ->. ---.
---- -- . .- (-- -" . .=
. .- --.
I
2 The Senior Efficient Market Option helps to extend our messaging in concentrated senior population
areas, but I don't have asense of the improved reach from buying the additional media. What do you
anticipate to bejhe resultlreach of adding the Senior Efficient Market Option? .
...
... - ..- .- I
.- -_. -. . . .
A .
3. From the cbsts prop&ii] it.9ppears as though Market R e k k ~ r c e is
s not atfending their _-. __
... .foc&--.- groups.
. ..__
-.
-.
No travel funds were includedin the costs. Please clarify.
- .- .- .- . -
4. In the costestimate, ~ e t c h u mhas included costs to create a VNR. I assume that this is for possible
earned media? Please clarify.
5. Please provide a little more detail for the travel for P O S It should be broken out like all the fther -
suhntraktors, showing number of people, per diem, etc.
If you have any questions, please contact me. Thanks. We are looking for a responseas so
possib!e.
CC : Caton, Lawrence; Jones;Mary

-- -. - .-.- .- ..-. -.. .-.-.--- -.- .-.
, From: Debra Hoffman

Subject: RE: REQUEST FOR REVISED SUBMISSION
-.
Monica--
.- .- I
Regarding the letter request for revised submission that we issued to Ketchum on 21 March2003, in
reviewmg the different creative submissions it was not clear that the questions with regard I Ketchum's
business proposal were addressed.
- Specifically,
- . . .. -
-- -
1. . happears that your proposal did not allocate tra;'el for the production of the TV spots. F
. .2. -~lease:@Gividethebreakdown
PROVIDED.)
for thegroposed
.. ~.
--
loaded labor rates. (WE NOTE THAT -1
~
3. Please-provide your.ratio.r&e f.~r.fheround trip taxi t r i p i f k b to

renting a car.
~ GalfiinFjre at . I-H-~I
lase clarify.
. .
4. You are billing directly for long distance calls and faxes. Please confirm that your accou n g system is
capable of tracking those &sts on a direct basis.
5. Do you have any recent information available on your proposed provisional indirect cost tes?
.. . .. . - 8. Please note that in accordance with FAR 31.205-26(e), allowance for all materials, supp s, and
services that are sold.or transferred between any division, subdivision, subsidiaries, or affilr es of the . . - . --
... -
contractor under a comn?,on.control shall be on the basis of cost incurred in accordance wit
Please note the reference&he for additional guidance.
..
this subpart. - ..-
4dditionally, we have the following addition51 technical questions that we request a respons to: . .
..
1. While we have tirri6tbhake"thanges to the media buy, how do the African American st; ;tics supplied . -. --
. . ..apply to the.-proposed mediabuy?
. . . -....
Specifically, are we reaching this audience with the prop1 ed media
.- -----
buy? .- . '.
. .- . .-
2. The Senior Efficient Market Option helps to extend our messaging in concentrated senio~ opulation
. .
areas, but.1 don't have asense of the improved reach from buying the additional media. Wh do you
-!
anticipate to be,the resultlreach of adding the Senior Efficient Market Option?
, -
-I, 7 ,-
I
.-. - --.
,
- .. - ..I . .. . . . - . ... - . . .. - -
\ 3. From the costs proposal;it:appears as thoUgT ~arket-~es-obrces

is not attending theirf61
. ~
No travel funds were included-in the costs. Please clarify.

.- -. - .-. - - .- -
4 . In the cost .estimate. Ketchum has included costs to create a VNR. I assume that this is fc possible
earned media? Please clarify.
5. Please provide a little more detail for the travel for i:-: It should be broken out like all thf
subcontractors, showing number of people, per diem, etc.
:._ _.
If you have any questions, please contact me. Thanks. We are looking for a response as sc
possible.
KETCHUM E-MAIL
Monica--
-
After review of the revised submission that Ketchum submitted in response to c
March 2003 letter, we have the following additional questions:
1. Please provide justification for the number of people participating on the pro( uction J*
shoot.
2. Do you have any recent information avajlable on your proposed provisional i
_cost rstes?
--..-
ce - -
--, 3.PliaSk
,- p v- i d e an organizatiml chart fo;i<etchum that includes all business
..
the corporation that are~undercommon control. - -- -- -- - ---- . -. . .
4. ~ a r k e t i n gResources Iiitemational, LLC: We reviewed the focus grdupl5regl

please provide the basis of how these lump sum cost estimates were derived.
Additionally, there is a line item for video that says TBD. What will be the basi
cost?
5. National Media: Please provide the information on your indirect rates. Whilc YOU
l m l r lahnr mtm vnll have nnt nrnvided the in( irect rate
have provided tb- h r - b h l l r n f n ~ d
information. .I --------- h? 1
. ...
--
6. National Medla:..~~r&ase provlae me PreaKuown lor mt: 1t:lwision anu pnnl cu ;Is of - ..-
0
--- ,I - . - .
!
i
%--. ,
-;7 .>. . -
,
..--.
Additionally, we have the following additional technical questions;-
...
.+<-.&.*..- -.. .,.>
t
..- ,./ .- .
---. -
1. While we have time t i h a k e changes to the media buy, FidWdo the A h c a n k
F statistics supplied apply to the proposed media buy? Specifically, are we reachin,
1-\
-, audience with theproposed media buy?
I
*+
- ___ .. 2. The Senior Efficient Market Option--helps to extend our messaging in conceiitr
senior populat'ibn areis, but the actual benefits o f running in the senior efficient r
were not clearly conveyed, Please - breakdown
- the costs/TRP/reach between the t\
medla options. Specifically, each option should show side-by-side: the medium, I
TRP, cost, reach. Provide explanation for rationale.
...l . ~ e d i u m ( Original Buy I Senior Efficient Option

TRP Cost Reach TRP Cost .A. Re
-- TV:
N,etwork
/.-
October
November
-.. -
, Print
October - --
November
3. From the costs proposal, it appears as though Market Resources is not atte ng their
focus groups. No travel funds were included in the costs. Please clarify.
4. In the cost estimate, Ketchum has included costs to create a at this is

-- for possible earned media? Please clarify.
5. Please provide a little more detail for the travel foi b-; It should be brokc but like
all the other subcontractors, showing number of people, per diem, etc.
If you have any questions, please contact p e . Thanks. We are looking for a
.. - soon-as- possible.
KETCHUM E-MAIL
Regarding the letter request for revised submission that we issued to Ketchum on 21 March 2003, in revie\
different creative submission5 it was not clear that the questions with regard to Ketchum's busmess propor
addressed.
Specifically,
1. I t appears that your proposal did not allocate travehor the production of the TV spots. Please clarify.
.bPlease provide the breakdown for the proposed l o a m labor rates. (WE NOTE THAT THIS WAS PROVIC
- 3. Pkaseprovrde your rationale for t h e ~ n trip
d taxi t r i p f r o m DC to Baltimore at $ Ier trip versus re
car. - - ~
of tracking those costs 6n a diiecfbasis.

--
4.You are billing diFectlyf9r long dlstance calls and faxes. ~ l e i i e - i o n f l ' r mthat your SCfinting system IS<
--- -_
5 Do you have any recent informat~onavailable on your proposed prov~sionalindirect cost rates?
-. .
~

8. Please note that n accordance with FAR 31.205-26(e), allowance for all materials, supphes, and services
are sold or transferred between any division, subdivision, subsidiaries, or affiliates of the contractor under i
common control shall be on the basis of cost incurred in accordance with this subpart. Please note the ref<
cite for additional guidance.
9, --- :: We reviewed the focus group breakdown. Please provide the 1
ho.. ,,,
f
,.,, ,.. ,--._. .Lo ..,,, derived. Additionally, there is a line item for video that says TBD
will be the basis fnr this cost?
10. l,f - ~9 e provide the mformation on your indirect rates. While you have provided the
i?
brearnnwn tnr vnllr la r rates, you have not provided the ind~rectrate information.
. please provide the breakdown for the television and print costs of $17,120,€44.00.
l1
12.6.1 -.--
Please provide the ratiohale for why National Media (the media buying f i n ) IS plannmg
to the focus groups for research. Additionally, please provide the rationale for the number of respresentati!
pro----d. .+*,+.. -. *.-
13.by : Please clarify your statement that "the hourly rates are calculated by dividing the annual salary by
das= rhmrs?] and 8 hours per day."
14%f ,: Where in the proposal was the support provided for the 25.7% Fringw-wfit rate? We request tc
the -=I-ulations for hoh, the rate was derived. .. .-
.,- a
15.by :: Please provide additional information and a breakdown on how the Focus Group estimate was deri
16. : Please provide the estimate for how the direct costs were derived. I f you are d~rectchargmg for p,
call, faxes, etc., please confirm that your accounting system provides the proper tracking of those costs.
Please provide the information that I *elied on to determme that the Cost of Sales estimates we
a17. bd! :
n d r asonabl-
18. -by : Ash- has-no predetwmined Overhe3 and/or.G&A r w.- p-l e a s e provide the mformat~onon h e tl
rate(s) were &lated:*'.:- ... . -
Addt~onally,we have the__follow_lng

cdd~kor@techn~calquestions that we request a response to:
1. While we have time to make changes to the rned~abuy, how do the Afr~canArnerlcan statistics supplied a1
to the proposed media buy? Specifically, are we reachmg this audience with the proposed media buy?
2. The Senior Efficient Market Optron helps to extend our messaging in concentrated senior bopulation areas,
Idon't have a-sense of the ~mprovedreach from buying the additional media. What do you anticipate to be tl
result/reach of adding the Senior Efficient Market Option?
3. From the costs proposal, it appears as though by not attending their focus
-.-- . .. .
No tr;
funds were mcluded in the costs. Please clarify. , .
4. I n the cost est~rnate,Ketchurn has mcluded costs to create a VNR. I assume that thts IS for poss~bleearned
med~a' Please clar~fy.
5. Please provide a little more deta~lfor thetravel for bf

:t should be broken out like all the other
subcontractors, showlng number of people, per dlern, ecc.
..
Page 2
I f you have any queshons, please contact me. Thanks. We are lookmg for a response as won as possible.
- -
--'.
--I
Page I
From: "Marshall, Monica" ~Monica.Marshall@ketchum.com~

To: ~dhoffman2@cms.hhs.gov~
Date: 4123103 5:49PM
Subject: follow on questions
-
Debra.
Attached are six word documents The word documents are answers to vour additional que: is.from
'
. .
each of the creative firms : ,J
L> 1 is the only firm that is submitting a revk ~udget.

. -. They have brought the media buy down because they are recommending a few non-adverti: ideas and
thus have changed their budget. The budget numbers are in the written, document. We will F i x their
excel-budgettomorrow for receipt Thursday. We will also FedEx the Dy . technical j business
L -proqqsalfor i k e i p t ~ h u r s-..
day. -- ..
. .-
- .
-
Asfor - - i . .:, theyhave not done ~ o b a c c o
.- -
work per se, b 8 t h e y hay6 y ~ i
i.f ;o
.
-. - - - ..
-
..
.--. ...
. . -
.-- --
Phillip Morris. More specifically, they have completed work on smoking bans and wo;k with 1 .. .i __
restauranubar industry on their attitudes towards that versus investing in high quality HVAC : ems; and -. .
they have done some straight candidate work for them, but the focus was winning and losing mpaigns
and not tobacco.
Please call me with any questions. Thank you. Monica

From: "Woodworth, Lynda (GCI Group)" <Iwoodworth@gcigroup.com~
To: "'DHoffman2@cms.hhs.gov"' <DHoffman2@cms.hhs.gov>, "'mjonesl@
cmjonesl @cms.hhs.gov>
Date: 3119103 5 3 1PM
Subject: GCI Post Pitch Q&A
- Debra & Mary -- we are submitting the attached memo to you for distribution
to the CMS team members who attended our oral presentation. Thank you.
<<GCI Post Pitch Q&A.doc>> -

> Lynda Woodworth
- > Vice President
> GCI Healthcare *
21.2-537-30_78(work)
~. .
e - . .
-,
908-578-0078 &ell) - -.-
..~.
..
. .. -
. .
- - - ~Twoodworth@gcigroup.com. - -- ..
. . .- - -
.- .
> * .
--- -
< - > > *
--- -
.
> - -
.,,
. .. .
CC: "Lind, Dorcas (GCI Group)" <DLind@gcigroup.com>, "Smith, Julieta"

<julsmith@grey.com>, "Edwards, John" <jedwards@grey.com>, "Martino, Joe"
~jmartino@mediacommail.com>
From: "Woodworth, Lynda (GCI Group)" <Iwoodworth@gcigroup.com~
To: 'Debra Hoffman' ~DHoffman2@cms.hhs.gov~
Date: 3/3/03 3:39PM
Subject: HIGH PRlO --Additional Questions
-
Hi Debra -- a few final questions for y m and your team:
1) Is the $22 million budget forjhe entire multi-media program (advertising

purchase, research planlexecution, consumer testing, campaign plan, earned
media campaign, project management, etc..) or is the $22 million for the
advertising element alone, and we should then estimate the rest of the
- -
--
-- -
-.-
program to be budgeted on top of the $22 million?,,
-
- -- 2- -) .- ~ o u r - r & & - 1 stoQuestion
e n u m b e r a n Amendment 0001 states "it is not
s mean that.CMS is NOT
our mtention to conduct DRl testing." ~ o e this.
interested in receiving recommendations for any type of quantitative/surv~-
testing of the advertisement concepts before the test market run?
.
..
--
.. .
.--
.-.. :
.--
--
..
-.
3) In the scope of work document, CMS lists "Research Plan / Execution"

separately from "Consumer Testing," yet consumer testing is essentially an
element of the research plan. For budgeting purposes, should we list
consumer testing costs under Research Plan / Execution category, or should
we still separate out?
Thank you. +
.
, ..
%-$
- > Lynda Woodworth p
- > vice Pres~dent

> GCI Healthcare
> 212-537-8078 ( w o ~ X"'~ ' '
--. .
> 908-578-0078 (cell)

" > Iwoodwo~@gc~group com ' .
"* .- -
>
-. - .--..... .. CC:.. - ."Horowitz, Jen.n.jir(GCI Group)" ~JHorowitz2@gcigroup,com>, "Smith; Jl eta"
< j u l ~ m i t h @ ~ ~ e ~ . c o"Lebson,
m>, Laura" ~lleb&n@apcowo~&ide.com~,"Lind, Dorc.q.(GC.j S?L!P)" ,-
< ~ ~ , n d @ ~ c i ~ r o u p . c o"~acherau,
m>, "Fancher, I arilyn"
Chrystine" ~czacherau@apcoinsight.com~,
.- . ~mfancher@apcoworldwide,com~- - - -- --
--
--- Page 1
From: Mary Jones

To: 0GIYLaporte.MimeOut.MlME
Date: 3/3/03 6:31AM
Subject: RE: Advertising LRFP Extension
--
Yolan,
No, we do not provide feedback on the Limited Written Technical Proposal in advance of tl )ral
presentation in this case. However, we will give you feedback during the oral presentation ebra
Hoffman will be contacting all the companies this morning to set the oral presentation sche e. The
presentations will be in Washington and Baltimore will be linked through pictel. Deb will mi
arrangements with you about having materials available in Baltimore as well as DC.
. -
>>> "Laporte, Yolan" cYolan.Laporte@ogilvypr.com> 02/28/03 05:09~~->>;-- - .-
---?.
OK -- thanks. We assume that before the orals, we'll get feedback on our technical propo
turn, will affect the oral presentation -- correct? Is there an oral schedule yet -- in Balt~morc
Washington?
From: Mary Jones ~mailto:MJonesl@cms.hhs.clov~
Sent: Friday, February 28, 2003 4:22 PM
To: Laporte, Yolan
Subject: RE: Advertising LRCJ?Extension
\ .-
.- .-
Since the Administrator is scheduled for thgoral presentations the following week, we cann !xtend the . .
due date for receipt ot,!.h,%wr--tten proposals. The availability of the Administrator is dictatin! e schedule
. .
for this procurement. We apolog%e for the inconvenience. ..
Yes -- we did receive it. Your email arrive here about 6:45pm -- after we had gonehcme la:
thanks for the responses. Is an extens~onof 24-48 hours still possible?
-
- - --From:- Mary Jones~mailto:MJonesl~ms.hhs.aov] .. ..:--... .
Sent: .Friday, FebruaG 28, 2603 11:07 AM -- -.

To: Laporte, Yolan
Subject: Re: Advertising LRFP Extensiori- .-
Yolan - The amendment with Q&As was released yesterday afternoon before 3:30 - have yo ot received
(t?
,
.,
...W.'.' -.
-- Mary
.
>>> "Laporte, Yolan" ~Yolan.Laporte@oqilvypr.com~ 02/27/03 05:30PM >>> - . ,.
We have a request: In light of the fact that we have not received answers to our questions ( answers
have a 'major impact on our proposal approach: is' it an awareness campaign or a direct resl se call
1-800 campaign) and the fact the there is a major snow storm in the area causing difficulties
transportation and ability to work, we request a 48 hour extension to Thursday, March 6th, 2~ jelivery to
CMS. thanks. ~-
.,a-L- ................ .-; *--,- ... .-...- ;;-. .......... -. I -. . -- . .......
k b r a offm
.>_. man_.. -. RE:..__.._
~ d v e r t i.
snLRFP
~
.._ ~xtenson _
.._... - A .
-.:-. .....- . . . . . . . . . . . . . . . . . . . . .-
.
......
.
CC:
,..2_1-._1_ .,.._ .......
?i Li.::<_.-- ....- . -. .......- i^ .......... ..--A < ..-... -- ...
offm man - Re: ~ubcontractors
-"_--I l-
d&a -.
.-.... -._(*, ..
...... a-.. . . .... _ _ &
.......... <_
.... .... ...... -. . . . - .. _ - *. . ._ Page 1
--
' . ? *-"'I
. . . .
From: Debra Hoffman

To: KETMMarshall.Mime0ut.MIME
Date: 2 13/03 8:48AM
Subject: Re: Subcontractors
.-.
The subcontractors are:
- -
>>> "Marshall, Monica" ~Monica.Marshall@ketchum.com~

02/12/03 08:47PM >>>
Debra,
.+' ..
Can you please send us t h e s t . of successful subcontractors? Thank you. Monica
CC:
F . "
,.~.. .~ . .... < .. . . .~ ~ ~ ~
. .. .. -. --.. . - . .. . .
I:.-.-.:-:
~
Debra Hoffman - Questions Re: LRFP 03-002..

~ . .
-~ ,
- - . _;-. . .
Page
..
1
From: Debra Hoffman

To: KETMMarshall.Mime0ut.MIME
Date: 2/25/03 1:40PM
Subject: Questions Re: LRFP 03-002
.-
Could you please define what you meanby DRI test~ng?We are working on getting the qt
answered.
>>> "Marshall, Monica" c~onica.~arshall@ketchum.com>

02i25/03 10.18Ahl >>>
Debra,
- . . -
--
- -
-
I hope it is not too late to ask questions. If not, bekw are some questions we have regardir
-..II-)&" y~u<iarlt/ what you mean by "bz$marketU.oh-page 6, #5 of the SOW? -itis our und standing that
- t n i l S would like us io run ads-in--acontfol market to determinerhe impact,
that it didnot mean cmducting DRLiesting.
-- - - -- .- ...-
however,.wew_a_ed
- - .
to confiry
- , . . . .
---:.
--..-
.
--
the LRFP:
..
-
. . .
.
.
- .
.-.--.
- .-
.
..
2) ~ l e a s e " c l a r i the
f ~ mean~ngof "leverage paid media advertising-mr!y earned media partr !rshipsVfrom-
--
' .
page 4 of the SOW, bullet'three under Media Purchase and Placemen?? Do you want us ct recommend
an earned media overlay to the campaign or simply potential partners?
3) The RFP mentions the need for "universal appeal" (page 4 of the SOW, bullet one undei
DevelopmenVProduction) and "the contractor shall provide plans for all intended audiences
general audience, African-American, coming of agers and caregivers" (page 6 of SOW, #5: .can you . -
.. -.-
.--
please clarify if we need,to..develop Spanish language ads?
e.
.-
Also, if possible, could we set a date for the oral presentatton? I wan; iir nake sure everyor is available
.- and [already know that the 10'ih wiil be h%d for many folks. We would really appreciate an) 2ffort in this
regard.
.+,**.,&.- -. .-.A
-- - Thank
..
you again. Monica
..- , ., - --,. .
..
From: "Laporte, Yolan" ~Yolan.Laporte@ogilvypr.com~
To: cmjonesl @cms.hhs.gov>
Date: 2/26/03 11:05AM
Subject: RE: LRFP 03-002 BACKGROUND MATERIALS ON PAST CAMPAIGNS
-
Hi Mary -- one additional question: D ~ ~ ~ CtrackM Scalls to the 1-800-MEDICARE hotline hnd website. if
so, how are they tracked and what information is obtained ( demographic information, location of caller,
information requested, source of information about the 1-800 number, etc)? Thanks.
----Origmal Message-----
From: Laporte, Yolan
Sent: Tuesday, February 25, 2003 10:45 AM --
To:-'m~on~@cms.hhs.gov'
?..- Subject Fwir.LRFP-03-002 B A C K G R W D MATEWALS ON PAST CAMPAIGNS
- - . .- -.- -
-. a .
-, . .- . --
-
-
. .. ... . .- --.- .--- '
Mary -- LRFP question re-sent below. Your answer will affect our response. thanks.
.
From: Laporte, Yolan
Sent: February 22, 2003 1146 PM
To: 'Debra Hoffman'
Subject: RE: LRFP 03-002 BACKGROUND MATERIALS ON PAST CAMPAIGNS
I
Hi Debbie -- only one qae<fi.on regardmg this LRFP:
- The SOW (the 'Icampaign shall" section) B t s several requirements regarding increasing knbwledge and
awareness of the 1-800-MEDICARE telephone number and the information/resources availdble through
.this number. Is ther~.~pgx~lic~requirement that this campaigr! increase calls to the 1-800
-. .. . .
to the website? If so, can you quantify this requirement?
.-- ... . ..- .. . --,
.
-=-.--
-----Original Message------ .. .r --
Sent: Friday, February 14, 2003 1.59 PM
To: adickins@aed.orgfTfabiano@aed.org; jstrand@aed.org;
Iwoodworth@gcigroup.com;-nmumma@gcigroup.com;tpetrosini@gcigroup.com;
-- tpierce@gcigroup.com; )effrey,mullins@ketc~~m.com; ~:z.-. . ..
kirnberly.aduss@~etchum.'%m;monica.marshall@ket&um~com; ... ... --

.. =
sandy.printz@ketchum.com; Gillman, Margo; Beall, Tom; Laporte, Yolan

Subject:-LRFP 03-002 BACKGROUND-MATERIALS ON PAST CAMPAIGNS
Attached are three (3) documents that we are sending as background information on the oast two.(?)
-;+
.-.
campaigns. Two of the presentations are materials from by The Word
document is a sum-hary of the 2001 campaign completed by AED. I he anached nldtsl , a s provide a good .,,-
overview of the campaign results from the previous h o campaigns. .. . . -~--A. 1
. ,-> ,.:=. , ,.*.-- --.>.~>. ... .. s...:.ds:-.z<--A..-=- >. "------.---%-A-,.-x.==----- ..--~.-.-a..-L.~..~, .
/'
,4.-
Debra _,
Hoffman -_..__.__
Correspondence
. - _-__._-_ ..__^_....-. for National
.-
Campaign
.<._ __.._-.
...... .. . ,
A.... .-... A.r..._____ _. ,
-
'
"
a
__- _. _ ... .
8. > .. .
t; .!

To : Goldstein, Elizabeth; Hoffman, Debra; Internet:ltensuan@aed.org; Jor
Koepke, Christopher; Reilly, Thomas; Rubenstem, Carol
Date: 2/27/03 9:28AM
Subject: Correspondence for National Campaign
.a
- .-
Hi,
For the campaign, please begin sending all correspondence to me with a cc to Kelly on iml tant
CC : Gutowski, Walter; Hollman, Susan; James, Angela; McNaney, Richard

. . .. ~ -
Debra'hoffman
~. . .
- 2003 Medicare National Multi-Media
. . .
, -
8.- . Education
. Campaign
. . . - Page 1
..-
.e%.
~
~~
.,.- _ ,.
! 9
:'
.-
.-<-,
- .
From: Mary Jones

To: internet:jdelmazo@gcigroup.com; internet:lwoodworth@gcigroup.com;
internet:tpetrosini@gcigroup.com; internet:tpierce@gcigroup.com
Date: 3120103 2:53PM
.- Subject: -
2003 Medicare National Multi-Media & Education Campaign
-
----.
Jebra Hoffman
... -. .
-
From:
To:
Date:
.
~.. -. -.-.-.-.
Subject:
Debra
- presentations
. . .
AS!,\
.
.' -'
- -i
.
"Debra Hoffman" <DHoffman2@cms.hhs.gov>

4/7/03 4:46PM
Presentations
- <
---A.
"Marshall, Monica" <Monica.Marshall@ketchum.com>

-
-..
-- -
-
... .........
n.
,-j
Here are the confirmed presentation dates. I will send you the list of presenters under separate cover
Thank you for scheduling this. . .
I
--
-
-- - - - -
Page 1
. .
Monica -- . .. / - .- ---.
CC: "Aduss, I&berlyv <Kimberly.Aduss@ketchum.com>

- ----pp-pp.-.-..-p-- ~. -- .
'
Debra
.
Hoffman -
%.~
:
res sen-tation
. .
~ -.- Attendees.
~. . . . .. - - . . . .. .... . . .-. ..Fy .. .. ... - -. . .. . . Page 1
,.--a, k .
,
,.\
.
.* . , i
.--. ;
From: "Marshall, Monica" ~Monica.Marshall@ketchum.com~

To: cdhoffman2@cms.hhs.gov~
Date: 4110103 11:57AM
Subject: Presentation Attendees -
-- Debra,
The ~resentersfrom I .'or today's meeting include: ., '- i

... . :i 1
,
.- Li vill also be in attendance. L' ,:
, . . tomorrob ' - --4na include:
,.. will also be in attendance
Thank you. Monica .\

................ __ __ -- _......
.
.ora Hoffman
----- ~ o m-.o.- ~- --r o wpresenters-
's
.......
?. - ,.-
- . . . . . . . . . . .
-.- ...
- -.-r-.---- ...... . Page 1
. -.&?f
,.-.
.; . .-..&,
:;
.,.. .
?
: .
_ I
From: "Marshall, Monica" <Monica.Marshall@ketchum.com~

To: <dhoffman2@cms.hhs.gov>
Date: 411 7/03 12:04PM
Subject: Tomorrow's presenters
-- Debra, - .-
-
The morning presentation will be from ; presenters are
1.:;; , . .'
, Raim. You will receive their books today via c&er.
The afternoon mesentation will be from :i ii; The presenters are . -. ,
You will receive their books via FedEx.
-
!
:'! \1.
I- !:
L -
I
- --
I will be in attendance as well.
. . . . . . . . - ... ..
... -- <.-
.~.
.-
-.
:.--Thmk you, Minica - .- -
.-.
.... .- -
.- . . . . .
~ - .--. . . - .. .... . . .
- - - . - . Page 1
From: "Marshall, Monca" <Mon~ca.Marshall@ketchum.com~

Date: 4116/03 9:20AM
Subject: Tomorrow's Presenters
Debra, - -
will be presenting tomorrow from 10-11. Below are the names of ? presenters:
- Executive Vice President, Director Strategic Planning

5';
-
!.;
'
! .
Vice President, Associate Cleative Director
..
--
. -
----
-
.~
.
- . . ... -
--- -
-.
'
-.
. -- . .- - Vice Pre~idenl~Jssociatecreative Director
~ ~.
-
- . . .
--- . th,
Kim Aduss and I will adso b$in ace?$ance. You should receivey9 copies offheir books ..
Please call. me if they do not come by 4:OO.

--- - .
.. . .. .
b
Thank you. Monica
3---
. . .
. -..
. ..
......... ......... >. - . . . . . . . . . . . . . . . . . . .
262 Hoffman - RE: AMENDMENT 0002 TO LRFP 03-0002

_... .......... ............
1. :I"j , ,
. . . . . . . . . . . . . . .
.:t
/IX.
.;;.I
-'-
' -. .d

To: "Debra Hoffman" ~DHoffman2@cms.hhs.gov>
Date: 4/15/03 11:59AM
Thanks Debra, I appreciate the information-.. The costslprice analyst is correct. Each contra r's
available hours may differ deperldina on the organization's standard operating policies and F :edures.
For example, Ketchurnqshours arc bbl ear and others are j-j oelieve rnc
government agencies base their hours on 20801year (eight hour work day).
-- .- -
My concern was the hourly rate for consultants workmg on CMS projects. They don't alwayz Ive an
estahlisheQnnual salary, but bill a daily rate. The far states a year is based on 260 days pt ear times
---, ~- --
-eight-hour-d&s
-
- t arrive
~ at.. the 2080 h*
...
Thanks again for your response. :. ...-
-.
per year,'&-I . based
.
... .~-
my budget on this number.
-
.. - . - . - - - - . ~ . . . . . . . .
- --
--
. ~. --
._
Regards,
Sandy
-----0r1grnal Message-----
From: Debra Hoffman [mailto~DHoffrnan2@cms.hhsgov]
Sent. Tuesday, Aprd 15, 2003 11 37 AM
To Prlntz, Sandy
Subject. RE: AMENDMENT 0002 TO LRFP 03-0002
Sandy,
I just the following information back from o G costlprice analyst:
CMS does not calcula~Z~e-daiTyTate by the 2080 hours per year. The 2080
hours
.. is kind of a benchmark~of
the available hours in a year. Each contractor
availableho'uTs can change. based on the contractor's practices. The pemt-here
with the FAR compensation ceiling, is that the total compensation for an
. . .-
.,- - a
employee per year can not exceed $387,783.

. . -
>>> "Prink, Sandy <Sandy.Printz@ketchum.corn> 04/09/03 01:24PM >>>

--. ...... No, that's okay. I just wa.n!ed.to confirm that CMS calculates-- !he
. . daily rate ~.
by the 2080 hours per year f8,fioursIday x 260-Gork days). . - - - - . . .. . .--.
Thanks; -- - ,- .
Sandy . .
1 . . .
S&:'Wednesday, -April09, 2003 1:20 PM
To: Printz, Sandy
Cc: Mary Jones
Subject RE: AMENDMENT 0002 TO LRFP 03-0002
If you need me to fax the applicable Federal-Registerpages to you, I can. It

isnot due to be updated again until probably May
-. -
>>> "Printz, Sandy" <Sandy.Printz@ketchum.com> 04/09/03 11:08AM >>>
Thanks Debra, divided by 2080 hours a year for an unloaded daily rate of
.: . ..?
.
. -- .. .............................
.ebra'Hoffman - RE:
!_A._ _-._ ...
AMENDMENT
..
0002
..--',
TO LRFP 03-0002
...-.......................... Page 2
Sent: Wednesday, April 09, 2003 10:46 AM
- To: Prink, Sandy .- -
Cc: Lawrence Caton; Mary Jones
Larry Caton, our costlprice analyst, located the information. It was printed
in
the Federal Register, Vol. 67, No. 87, Monday, May 6,2002. The amount for
..cont_ractorfisca! year 2002 is $387,783. It has not been updated since that
. .
.- - ,
.. -
..time, spit-isae current threshold.
- . - .
-- -- . -
>>> "Printz, Sandy" <Sandy~Pr~nQ@ketchum.com>0410110~05:01PM3>3 = -- .

--I - :
Debra, what is the max daily rate for an individual working on the CMS
project7 ..
$350,00012080 = $168,27lday?
Let me know
Thanks,
sandy
_m a Hoffman - Tomorrow's
_ ...
__.
presentation A___. .- - ..... Page 1
From: "Marshall, Monica" ~Monica:Marshall@ketchum.com~

Date: 4/23/03 1:21PM
Subject: Tomorrow's presentation
---
Debra,
R o l n \ ~arp
l the names of the people who will be presenting tomorrow. I will also be in attend:
. - .
Partner 8 Chief Creative Officer

,- : !I riter 8 Creative Associate
" iq Jice President & Managing D i r e w r
.-. ,.
- . -
-
. -
--, -
.. . - - . .. . -
--
Also,
...
- a.
i7 -1
....
.
,
.-.. , .
~ o u t dlike to have..; meeting w i t h ~ o m

--..
to discuss their.campaign since --

- - - . .
unable to m e n iast
~ Friday's-meeting. Is this necessary? ~ o n i c a ---
--. -..
- .
. .-
... .
..
..
..
. Debra-Hoffman - Re: CMS Advertising

. - . ..............
. . - .. .... .....................
, ., . . . . . . . . . .-
C .-\,
. I
2 ... : ,.
From: Mary Jones

Date: 3/21/03 12:33PM
Subject: Re:.CMS Advertising
-- See attached. - .-
>>> "Laporte, Yolan" < ~ o l a n . ~ a ~ o r t e @ o ~ i l ~ ~03/20/03

r . c o m >02:29PM >>>
Hi Mary,
Our orals were a week ago -- and it actually seems like a month ago. Any "next steps" s s regarding
- .'
the CMS Advertising RFP process?
..
-.-
-..
than!%
-- --
. . . .
..
-.---..IT- _. - --
--
.. . .
-.-.-
Yolan -.- - -- .-..-

. -. -, .- .--
-=--.- .-
.-
..
CC: DHoffman2
7500 Security Boulevard, MaiI Stop C2-21-15
Baltimore, MarylancL21244-1850
-
Acauisition and Grants G r o u ~'
27 February 2003
- ..-
.---
..
TO:
~.
..
-.--
.
SUBJECT:
. .
-
-....-.
. .-
CONSUMER RESEARCH AND COMMUNICATION (CRC)
CONTRACTORS
.
-
- --
.
.
-
LETTERREQUEST FOR PROPOSAL NO. 03:ooi

UNDER CMS CRC UMBRELLA CONTRACTS
== --
--- .-
-
---
-
AMENDMENT 000 1
TO ALL OFFERORS
The purpose of this amendment is to provide answers to the following questions:

~ ...
. -- .--
Q1. The SOW (the "a;jmpaign shall" section) lists several requirements regar ing
4
-
increasing knowledge add awareness of the 1-800-MEDICARE telephone nun ,er and the
- .
- information/resources available th&ugh this number. Is there an explicit reql irement that
this campaign inc~e_~s,e_ca&to the 1-800 number or hits to the website? If so, a n you
--
.
- . . .. . :
quantify this requirement?

- - - ---
---- --
A l . It is our intention that the campaign increase overall awareness of Medicare's' ~foffnition
channels including 1-800-MEDICARE and www.medicare.~ov. While consumer vareness can I
be measured in call volume and web hit increases, it is not the only means of meas~ing ..
.
- --- - specific quantitative amount as a goal. -
consumer awareness. As such, we would like to see increases in both however; w e lo not have a
-- ...-
-
. - - - -
..
.
-.
Q2. Can you clarify what youimiae by "test market" on page 6, #5 of the SO' I? It is our . .-
understanding that CMS would like us to run ads in a control market to deter line the
impact, however, we wanted to confirm that it did not mean conducting DRI t sting.
. . .
..A& CMS would-like a research plan that includes a design for running the adverti: :merits in a
controlled test market to determine impact. CMS will approve implementation of1 e plan based
on cost factors and other environmental issues. It is not our intention to conduct D I testing.
Page 1 of 4
43. Please clarify the meaning of "leverage paid media advertising using earneb media
partnerships" from page 4 of the SOW', bullet three under Media Purchase and
Placement? Do you want us to recommend an earned media overlay to the campaign or -
simply potential partners?
-- - -
A3. CMS is requesting an earned media plan that supplements the paid advertising. h e plan
should include potential partners.who could assist in further delivering the key campaign
messages.
44. The RFP mentions the need for "universal appeal" @age 4 of the SOW, b h e t one
I
- under Creative DevelopmentlProduction) and "the contractor shall provide plans for all
- - i n i n d e d &Lien&, such as genetsl audience; African-American, corning of ag& and .
caregivers" (page 6 of SOW, #5) --
,. ...can you please cllrify if we need to develop-+$ankh
- --
- =
language ads?
- !I-
A4. Based on the success of the 2002 Spanish advertisements, CMS intends to reuse these
commercials in 2003. A separate procurement will be negotiated under SBA's 8a Prjogram to
develop a media plan including the purchase and of the Spanish advertisehents. As
such, it is not necessary to develop Spanish language ads andor include them in a mLdia plan
under this LRFP.
.-
I
Q5. W h o from CMS will review our proposal, attend the oral presentation, and make the ,.
..final decision on ..?'
awardee?
-.-.,.- ..
What are their roles/responsibilities?
.-The proposals will be reviewed and evaluated by a Source Selection

---.-
--.-.-
Board who
their evaluation report to a Source Selection Official. .. .-
..-
-- I " - --==
Q6. Is there an " i n a m b e n t " for this proposal?
__
d
...
.- _ ._ . .. AED was the contractor
P
.
. .-
for the-past two.sampaigns,=.,, .- .
.A,.
.. .- -- - . . - . _ .. -.
_.
. -. 47. Are there specific.taiget audiences or special populations that CMS is interested in - -
targeting through this campaign? (The SOW specifically
caregivers, coming of agers, African Americans and low-income beneficiaries
Hispanics are not mentioned.) . ~
'... - -
. ...iT.. .-
.,-
A7. Other than those listed in the SOW, CMS is not specifically targeting
8a procurement will be released to develop a media plan including the
of Spanish advertisements to target Hispanics, reusing the 2002
I
U any strategic research findings regarding which Medicare b

0 8 . D ~ ~ Ohave
would like to depict in advertising? -
A8. Other than those alread;l%tted in the SOW, page 2, section B, CMS is not at th~istime
recommending any specific benefits to depict in the advertising.
I
Q9. Can we have access to any the qualitative/focus group research results mentioned in
the prior campaign documents?
- A9. CMS feels that we have provided sufficient information for the offerors to s u b h t a complete
proposal. As such, we will not be offering any additional information from previo?s qualitative
research.
Q10. Does CMS have goals on call volume and web traffic that you would like see from
this campaign? Any results from prior twp year campaigns? I
- .- - --
. .
..
.--.- .:..t~.0:-ltii-6urintkn& that the campaign increase pverall awareness of Medicare's
channels including 1 MEDI MEDICARE and www.medicare.gou, Whle consumerswarwess c+m
. . , .,.
be measured in c a l l ~ ~ o l u m
and
e web hit increases, it is not the only means 6ffirieaifing: . .
consumer awareness. As such, we would like to see increases in both however; we do not have 2 -
specific quantitative amount as a goal. I
Q11. Over what time period are you looking to achieve the 900-1000 GRP / TkP objective?
I
(This is not clear in the RFP, which says the campaign should be conducted throughout
2003 with emphasis d 9 i n g the fall, October, November and December)
-
- A1 1: This objective should be achieved during the fall months of October, November, and
December 2003.
*+--a- - -
,
- Q12. T h n P O S data results presentations mention a "thermometer

--- - method" -- what is
this? Does it have norms? -
..-- - _- _- -1 ^
A12. A thermomete~methodof rating asks respondents to rate an advertisement ujing an

imaginary thermometer from one degree to one hundred
- -__ - coWunfawrable reaction about the ad a ~ one d hundred means
reaction about the ad with fifty being neither cold NOR warm.
- considered "good." - - - - - -
Q13. O n page 2 of 7 of the SOW under the "Challenges" heading,
facts that seem to be pulled from some type of research (A&U
. ta.the full study?
A13. CMS feels that we have provided sufficient information for the offeiofs to submit a
complete proposal. As such, we will not be offering any additional information
qualitative research.
Q14. Does CMS track caUs to the-1900-MEDICARE hotline and website. Iflso, how are
they tracked and what information is obtained (demographic information, location of
caller, information request&, source of information about the 1-800 number, etc)?
1 Page 3 o f 4
If a caller speaks to a Customer Service Representative, we capture where they call om (state)
and what topics they discussed. Also, we survey every Spanish caller and 1 out of ery 10
(
English callers to ask where they heard about 1 -800-Medicare.

- CMS tracks the # of hits to the website along with the sections of the website a use1 nks to.
However, we do not collect demographc data on where the user is accessing our s i ~ In
previous campaigns, our contractor was able to provide us with click through rates )m sites we
advertised on to www.medicare.gov
Page 4 of 4
Centers for Medicare 8i Medicaid Services
- Acquisition and Grants G r o u p ,.
04 March 2003
TO: CONSUMER RESEARCH AND

\\
COMMUNICATION (CRC)
-- CONTRACTORS
CL --
-
- - - -- --
- S~BJECT: LETTER REQUEST FOR PROPOSAL-NO. 03-002-- ,
UNDER CMS CRC UMBRELLA CONTRACTS ----
-- -
-
AMEhDMENT 0002
T O ALL OFFERORS:

Q1. Will CMS make a decision on which campaign will be produced during t ;pitch . ..
-- ----
process based on jud&&nt and approve immediately for production? If so, tl would 4
- imply that a test market could be conducted with fully produced advertising i he summer .
- months, results of the test market w&ld be available in AugustlSept, and nati - .
a1 rollout
(with 1000 GRPITBLP!. ... -
delivery requirement) would occur in Oct, Nov, Dec. The $22 MM in this cast
"all of the amivities inchding test market and national roll out@ssurning -posit test -
- - .. .-
-
market results).
__
-- _ . . .. ..
Would CMS prefer to-conduct p~re-probuction@alitative testing-of the . .. . . ..
advertising (focus groups, etc.) -- working towards an Oct-Nov-Dec test

market (with 1000 GRPFTRP delivkryrequirement on a national theoretical
basis). In this scenario, results of the test market would be read in
JanIFeb, national media commitments would occur in March, and national
JZZ'NIM would not actually be spent until AFTER this contract is complete.
.
-. ..- a .
A 1. There will be marc opportunity to develop creative ideas after the solicitation cess is
complkted. While the final creative could bedeveloped ffom ideas submitted durin; le oral
presentafion, we do not feel that it will be limited to this process alone. CMS is incl ing
creative in the oral presentations to helpdetermine the extent to which the "creative eas"
demonstrate creativity, effectiveness and appropriateness in reaching our target aud Ice.
Page 1 of 2
While the production specifics of the test market would have to be approved afier the solicitation
process. each Offeror should describe their qualifications and approach to perfonnibg the
qualitative and quantative research in their proposal, including the use of a test mafiket. '*CMS .
will approve implementation of the plan based on cost factors and other environmehral issues.
Please note, that the campaign is to be conducted with an emphasis in the fall, specifically
-
October, November, and ~ e c e m b e ; -, . 1
Q2. Is the $22 million budget for the entire multi-media program (advertising purchase,
research planiexecution, consumer testing, campaign plan, earned media campaign, project
management, etc..) or- is the $22 million f o r t h e advertising element alone, and b e should
t h e n estimate the rest of the program to be budgeted on top of the $22 million?^
. -
---
.
-
.
5
.
-
.,.
--
'.. ' - -. = -.
-
3
-
. --
.-
7
. .
.A. . ~ c ~ a t ~
A2. The $22 million budget i s all-inclusive. It shouldinclude any a M z a l l c ~ ~ . a s s with-
, . .,
. : -. *
the proje&. -1
-. -- -
.. .. ..
4 3 . Your response to Question number 2 on Amendment 0001 states "it is n o t our

intention to conduct DRI testing." Does this mean that CMS is NOT interested in receiving
recommendations ior any type of quantitativelsurveytesting of the advertisemi nt concepts
before the test market run?
,' .:>
%' .
A3. CMS is interested in uslng research to make recommendations in the campaign Your .
- proposal for research shouid include whatever research vehicles you believe would 1 e beneficial
to CMS in our efforts to raise consumer awareness of Medicare's information cham :Is.
.". ..'& ,J&-'r.'d.<
_Q4. In thescope of work. document, CMS lists "Research P&gJ Execution" sel arately
from "Consulner Testing," yet consumer testing is essentially an eleme'n'fof thd r6seaPch
plan. For budgeting purposes, should we list consumer testing costs under Rest arch Plan /
Execution category, w should we still separate out?
/
-. -
.--. . . .A 4 T h e budget -sh~uld~include-whatever
.,
=search-vehdes are recommended .andbc
fi
. ..
highlighted
- . .. ~.
. -. -.
-.
as each offeror sees fit. ---
- - -
.... . . . . . . .
- . . . . . . . . Page
. .
From: Debra Hoffman

To: CRC Contractors
Date: 2/27/03 3:21 PM
Subject: AMENDMENT 0001 TO LRFP NO. 03-002
See the attached amendment, which provides answers to the questions raised for this pro1 rnent.
cW7HS 16M E D / M & M ' / W DSEA
- Acquisition and Grants Group - -
27 February 2003
- ..~.. -
--
- ..
TO:
...~
-
~
SUBJECT:
-
~~
-
. ~.
-.-
-
.
-
;
-
CONSUMER RESEARCH ANIXCOMMUNICATION (CRC)
:.- - CONTRqCTORS
- '.
.- .
UNDER CMS CRC UMBRELLA CONTRACTS

--
. --
LETTER REQUEST FOR PROPOSAL NO.;O~-OCQ

.-
~ .
- :-
. .
.- . ..
-
AMENDMENT 000 1
TO ALL OFFERORS:

. ..
- - -.-
Q1. The SOW (the "ca-ign shall" section) lists several requirements regard] g .4
increasing knowledge and awareness of the 1-800-MEDICARE telephone numb . and the
-
information/resources available through this number. Is there an explicit requi ment'that - - ~ . .
this campaign increase calls to the 1-800 number or hits to the website? If so, cs YOU
-,* .,. ..* -<-
- -.. . .~ . . . . -- ..
quantify this requirement?
.. . .- . . --~ -- --
--.-
A l . It is our intention that the campaign increase overall awareness of Medicare's in: m&
channels including 1-800-MEDICARE and www.medicare.~ov.While consumer am -eness can
be measured in call volwne and web hit increases, it is not the only means of measuri 3
consumer awaxness. As such, we would like to see increases in both however; we d not have a
.-. _-___ .. . . spec if^ quantitative-amount .-.. as..agoal. ...-
--. -- .
..-- .. . .. . -- --- -
.--
--
Q2. Can yon clarify w h a t y o u m e a n by "test market" on page 6, # 5 of the SOW' It is our
understanding that CMS would like us to run ads in a control market to determ e the
impact, however, we wanted to confirm that it did not mean conducting D M tesi 'f5
Aa,,CMS would like a research plan that includes a desi_gn for running the advertiser :nts in a
controlled test market to determine impact. CMS will approve implementation ~f the Ian based
on cost factors and other environmental issues. It is not our intention to condkt D R I sting.
Q3. Please clarifj the meaning of "leverage paid media advertising using earned media
partnerships" from page 4 of the SOW, bullet three under Media Purchase and
Placement? Do you want us to recommend an earned media overlay to the camp
simply potential
- -
A3. CMS is requesting an Lamed mediaplan that supplements the paid advertising. l k e plan
should include potential partners who could assist in further delivering the key campaign
messages.
Q4. The R F P mentions the need for "universal appeal" @age 4 of the SOW, bulllet one
under Crentiye Developrnent/Production) an& "the contractor shaU provide plansI for all
-in@n.ded huiliemes;such as genera.& judience, Mican-American, co&ne of agere and ..
caregivers" @age 6 of SOW, %)...can you please clarifyif we oeed
. . . ._. _.___ 0
language ads?
... .. ..
..
A4. Based on the iuccessbf the 2002 Spanish a d v e r t i s e m e n t s , ~ ~ ~

commercials in 2003. A separate procurement will be negotiated under SBA's 8aProgram I to
develop a media plan including the purchase and placement of the Spanish advertisedents. As
such, it is not necessary to developSpanish language ads andlor include them in a rnekia plan
under this LRFP.
-
..;.' . . .
,,-
..
-:
Q5. Who from CMS-will review our proposal, attend the oral presentation, and make-the
fmal decision on awardee? What are their roleslresponsibilities?
.4s-*,,&- -.. -.-
The proposals will be reviewed and evaluated by a Source Selection Board who will then present
their evaluaGn report td a ~ o i i r c eSelection Official. .=*---
- .a- -- - - __ __
Q6. Is there an "incumbent" for this proposal?
I
..AED..was the contractor .for t h ~ g a s two
.. -
t campaigns.
.... --
.
.
..-- - -
.-.. --.
-
..... I
. .-- ~.
I %..
Q7. Are there specific target audiences or special populations that CMS is interested m
targeting through this campaigd? (The SOW specifically mentions Medicare bebeficiaries,
caregivers, coming of agers, African Americans and low-income beneficiaries -- however,
Hispanics are not mentioned.)
I
~?:.bther than those listed in the SOW, CMS is not specifically targeting audiences. IA separate
8a procurement will be released to develop a media plan including the purchase and-p'lacekent
of Spanish advertisements to target Hispanics, reusing the 2002 commercials.
.-
4 8 . Do you have any strategic research fmdings regarding which Medicare ben6fits you
would like to depict in advertising? -.---
- A8. Other than those already listed in the SOW, page 2, section B, CMS is not at this time
recommending any specific benefits to depict in the advertising.
1 Page 2 of 4
Q9. Can we have access to any the qualitativelfocus group research results mentioned in
the prior campaign documents?
- A9. CMS feels that we have providedsufficient information for the offerors to submid a complete
I
proposal. As such, we will not be offering any additional information from previous qualitative
research.
Q10. Does CMS have goals on call volume and web traffic that you would like ske from
- - --
-
this campaign? Any results from prior two year
- - --
*
campaigns?
-ALP. It is bur-intention that the carnpaip mcreaseoverall awareness of Medicare's inkormatlon

channels ~ncluding1 -800-MEDICARE and www.medicare.eov. W d e consumer awkreness r a n
--=t .- -= --
be measured in call vblume B n b ~ e bhit increases, it is not the only i e & s of-measugng -
consumer awareness. As such. we would like to see increases in both however; we db not have a
specific quantitative amount as a goal.
Q l l . Over what time period are you looking to achieve the 900-1000 GRP 1 TRP objective?
(This is not clear in the RFP, which says the campaign should be conducted thrdughout
2003 with emphasis duripg the fall, October, November and December)
a-
-
- A1 I . This objective should 'be achievedduring the fall months of October, November,I and .
December 2003.
2h'cm.- - ..,,-
I
-Q12. The POS data results presentations mention a "thermometer method" -- what is
this? Does have norms? =?.- =
,.
. .-
=I = ==
A 12. A thermometer rgethpd of rating asks respondents to rate an advertisement usink an
I
imaginary thedmometer from one degree to one hundred degrees. One means you have a very
- - - . .. .cold/unfavo~~blc reaction about the ad and one hundred means you have a very wa&favorable
reaction about theid witKBfiy being neith'r cold ~ 0 k ' h a r r n . A rating of 6 0 ~ r - a b &jZ-~
- considered "good." -. - ._ _ -
Q13. On page 2 of 7 of the SOW under the "Challenges" heading, there are a umber of
to. -the full study?

I
facts that seem to be pulled from some type of research (A&U study?) -- can we have access
A 13. CMS feels that we have provided sufficient information for the offerors-to subdnit a
complete proposal. As such, we will not be offering any additional information fro
qualitative research.
414. Does CMS track calls to the 1--800-MEDICAREhotline and website. If sd, how are
-
they tracked and what information is obtained (demographic information, loca ion of
caller, information requested;source of information about the 1-800 number, e ,c)? i
( Page 3 o f 4
If a caller speaks to a Customer Service Representative, we capture where they call ~rn(state)
and what topics they discussed. Also, we survey every Spanish caller and 1 out of I ry 10
English callers to ask where they heard about 1 -800-Medicare.
- CMS tracks the # ofhits to the webs& along with the sections of the website a user lks to.
However, we do not collect demo graph^ data on where the user is accessing our sii In
previous campaigns, our contractor was able to provide us with click through rates n sites we
advertised on to www.medicare.~ov
age 4 of 4
- - -
DEPARTMENT OF HEALTH & H U M A N SERVICES
Centers for Medicare cYr Medicaid Services
7500 Security Boulevard, MaiI Stop C2-21-15
/
I
BaIhmore, Maryland 212441850
-
- .
C i 5 M E K S l b l ~ f tM
~B~ /~cd~ / D & ~
04 March 2003 . .
I
TO:- CONSUMER RESEARCH AND COMMUNICATION (CRC)
...
. --
Q
-
--
... -.
..
- -.. .- . .. .
.-
-
:1
..
.--
.- -CONTRACTORS - -
. .
. --
.
.
-.
.
SUBJECT: LETTER REQUEST

FOR PROPOSAL NO. 03-002--'='
.. - . . .
:
. ---- --.
--- _ --. .--.-..-. .
_- - >...
. - -. - ~. . .-- .-
.- . -
--.
. . -. .
- -.
z. UNDER CMS CRC UMBRELLA CONTRACTS
-. . .
. ..
.
- --
AMENDMENT 0002 ,-.
TO ALL OFFERORS:
"
- - --
-
Q1. Will CMS rnake%k&cision on which campaign will be produced during this pitch
process based on judgment and approve immediately for production? If so, this would
-
-
imply that a test marker could be conducted with fully produced advertising i the summer ---
months, results of the test-,. market would be available in AugustISept, and nati a1 rollout
-=-a
-5
(with 1000 GRIPITHIP .. . . .

--. .:
.-delivery rquirement) would occur in Oct, Nov, Dec. The $22 -- -MM :in this cast would cover
all of the activities including test market and national roll o u t ~ a s ~ u r n i n ~ - ~re$--
osit
market results).
-
OR -.
- --__ A
. - .- *- --
.--
-
Would CMS prefer to fbnduct pre-production qualitative testing of the
- advertising (focus groups, etc.) -- ~ r ~ r k i towards
ng an Oct-Nov-Dec test
market (with 1000 GRPITRP delivery requirement on a national theoretical
basis). In this scenario, results of the test market would be read in
JanIFeb, national media commitments would occur in March, and national
$22 MM would not actually be spent until AFTER this contract is complete. - A
A 1. There will be morc opportunity to develop creative ideas after the solicitation 1
completed. While the final creative could be developed from ideas submitted durinl the oral
presentation, we do not feel that it will be limited to this process alone. CMS is incl jing
creative in the oral presentations to help-determine the extent to which the "creative deas"
demonstrate crearivity, effectiveness
--
and appropriateness in reaching our target aud nce.
Page I o f 2
- - -
While the production specifics of the test market would have to be approved after 2 solicitation
process. each Offeror should describe their qualifications and approach to perform g the
qualitative and quantative research in their proposal, including the use of a test ma et. CMS - .
will approve implementation of the plan based on cost factors and other environmc tal issues.
-
Please note, that the campaign is to b e conducted. with an emphasis in the fall, spec icall y
October, November. and December. =
Q2. Is the $22 million budget for the entire multi-media program (advertisinj urchase,
research plan/exec~tion,consumer testing, campaign plan, earned media cam
-
~ign,project
management, etc..) or is the $22 million for h e advertising element alone, and Ie should
-- - -
then esgimite the rest of the prograQl to be budgeted on top of the $22 million
- - -- -- -- .. . - . -- -.
z
,'
-.- .-
A2. The $22 inillion budget is-ail-inclusive. It should include any and all co3fs~ass ikted-with - - . --- ..
the project. - .
r-
Q3. Your response to Question number 2 on Amendment 0001 states "it is no bur
intention to conduct DRI testing." Does this mean that CMS is NOT intereste in receiving
recommendations ior any type of quantitative/survey testing of the advertisen it concepts --
-
. .. ...-
before the test marliet,.ru.n?
' *--.
- A3. CMS is interested in using research to make recommendations in the campaig Your .- - .
. .
proposal for research should include whatever research vehicles you believe would :beneficial
to CMS in our effo~54s;raiwx2onsumerawareness of Medicare's information chan 1s. _ -.. . . . .
--. .
.-
Q4. In theycope of work document, CMS lists "Research P M f 1 Executjpn" sr a,ra%
from "Consumer Testing," yet consumer testing is essentially an element of th -esearch
plan. For budgeting purposes, should we list consumer testing costs under Re! wch Plan /
Execution category, o r should we still separate out?
-<
-. --_--. .. . - _. . . . - .-
.. . .. - . . .
A 4 The b u k e t should~intludewhatever &search uehih-ks ark recon&ended.md-k

as each offeror sees iit.
- .. .--. . - .- -- . . -
Page 2 of 2
DEPARTMENT OF HEALTH AN SERVICES
Centers for Medicare & Medic ices
0 6 June 2
Ketchum
A?J?\J: Sandy Printz
2000 L Street, NW; Suite 300
- .
--
...
Washington, DC 20036
-
S*ect:
~
-
--
..
...--
...
-
.--
T A S K . O W E R NO, 00014
,-
~ N T R A C T N O ~. O F O I - 0 0 0 2 -.
-
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. .
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.-
. -.-..---
--- - .
.
.
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.. .. .
Dear Ms. Printz: . ..
We request that p u submit a proposal for additional work to be performed as a modification the subject
task order entitled ''2003 National Multi-media and Education Campaign." We anticipate an wrd of a
Cost-Plus-Fixed-Fee task order modification for the additional work.
We request )ou provide a coty of your proposal (origmal and one (1) copy), which details p techcal
approach for addinp ;. < .. fund additional television spots to be aired during the cam
:
l i p . As
- part of the proposal, we request that p u prwide a revised media plan to show how the additi a1 funding -
will be allocated among the contractor and among the various television media (Broadcast. C; 1e,
Syndication, Network-4hxw~-Efhient Markets.) In addition it shall consider print and Inten t as . . . . . .
potential media until a final decisicn is made on the media plan. The plan shall also include ( ler media
Sutlets i.e.' 'Ttl? Blimp" as.a potential promotional vehicle to get e a r n e c k d i a . The plan sha include, at
" ~--
a minimum, estimated TRPS, airdates; and the dapart mix as included in the pre\ld&nedia- an.
Additionally, the cost proposal shall be revised to show the allocation of the additional fundin as was
provided in the initial awifd. Please submit your proposal by no later than 2:00 P.M. m Wed :sday, 18
June 2003. Your proposal should be sent to the following address:
.. . .- - . . ... . . - - ....- . .
.---
. .
- -.-...-- ~
- - . .. ...~
- -. -A
. - Centers for ~ k d i c a r e ' &Medicaid Senices

ATTN.: Ms. Debra ALHoffman,.co_ntract . . Specialist
Mailstop C2-21-15
Baltimore, MD 2 1244- 1850 . .
Alternatively, you may e-mail your proposal to dhoftinan2@cms.hhs.gov or fax it to (41( 86-9088.
Please note that when considering whether to send your response via e-mail, our computer : ity is run b ~ ,
a contractor and we are not able to ensure the securityof any proprietary data that might be uded in
your response.
-
If you have any questions, please call Debra A. Haffman on (4 10) 786-05 17.
Sincerely,
:
**********mew -COMN.
- TOURNRL-
.
-,!
LUrraaC*olcrro*m DRTE JUN-12-20P7
r
*arc***. T I E 07:05 m * u r r :
MODE = MEMORY TRFINSHI SS1M.I STRRT=JW-12 07:04 MBJW-12 0 :05
FILE NO.=317
STN MI. COMM. RBBR NO. STRTIGN NRME/TEL NO. PQGES DURFlTION
001 O# X 9120- 003/003 00:01:09
- -
CENTERS FOR MEDICARE AND MEDICAID

-
--
- - - (FORMERLY HEALTH CARE FINANCING ADMINISTRKTION)
ACQOlSVlON AND GRANTS GROUP -- .
7500 SECURITY B O U L E V A R D , % ~-1
BALTIMORE, MARYLAND 21244-1 850
- ~5~' =- --
-- ;~= -:
. -
DATE: 11 June 2003

TO: FROM:
I
Monica MarshalllKetchum Debra A. HoffmanlCMS
FAX NO. (202) 835-9879 FAX NO (410) 786-9088

<<
PHONE NO. (202) 835-8855 PHONE NO. (410) 786-0517
- *
-This transmittal qgr~o~sts.of, 2 pages (excludmg cover sheet).
REFERENCE: TASK ORDER 0014 UNDER CONTRACT 500-01-MRl,

--
PROPOSED MODIFICATION 000001
COMMENTSIREMARKS.
-I -' ==
"
.See theattached. Please

.. contact me rf yoy have any questions. --- - -- --- --
-- - - - -
.. .
Please confirm rece~ptof this telefax to (410) 786-0517

ma dceumml A S~n- only b x l k uxe of fkpidrmwhnrl IS add-
I
aM may centam ~nfermrton~ v r ISt pnvlleqed ConRdenlml and prmeckd trom d 1 4 d 0 4 ~ 4
umer me awlTPDk Isv tf s u are mt dx mended abdressw. a the p e ~ auVrnzgl
n fa aeher mlr Doamem lo Ve wressee p~ are h ~ e b y n o m
marany r e v h
dtSdmm2 Lhsem~mooncow&! or other acbm be& on the mnbnt of nus mmrnun*abm IS m f auVMzea fl p u nave recorved chis ammen! tn enor
nnmedlfisv mbfy us by lF3ePMne Thmk you tw your m r n
-- - .. .
Page 1
From: "Prink, Sandy" cSandy.Printz@ketchum.com~

Date: 11/13/03 1:31 PM
Subject: RE: Rights in Data
- thanks, I finally convinced the subcontractor

- -
to accept this clause.
sandy
- From: Debra Hoffman [mailto:~~offman2@cms.hhs.gov]
Sent: Thursday, November 13, 2003 1:29 PM +.
-To: Prink, Sandy

- - - Subject:-Re:Rigbts-in
-- - -
Data -
-
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.:-. -.
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-
- _ )
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Sandy, :
..
We included the applicable Rights in Data clause in your contract. I

believe you can only flow down the clauses that are in your master
contract. If you used another, we would have to modify the task order
to add it. The Rights in Data clause included in your contract should
cover it.
If you need further information, please contact me.

%-.
.- Debra A . Hoffman, CFCM * "
Contract Specialist
Centers for Medicare & Medicaid ~ e k i c e s
7500 Security ~oulev"a';a"'---' -'-
Mail Stop C2-21-15 , .

'Baltimore, MlS 21244 ..
phone: (410) 786-0517

fax: (4l.0) 786-9088 -
Email: dhoffman2@cms.hhs.gov
... .. -. -- .
--
... .... ~
*s. ,
. -- -
-- -...-
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>>> "Printz, Sandy" c ~ a n d ~ . ~ r i n t z @ k e t c h u m . c11/03/03

om~ 06:04PM >>>
Debra. I am trying to negotiate thsRights i ~ D a t a clause with
b
7 ind would appreciate some guidance from CMS. 17'1 is Ketchum's
subcontractor providing the creative under Task Order No. 14. l want
to
usethe clause most-beneficial to CMS, Ketchum and Ly Do
you have any suggestions?
Let me know.
-.
sandy
--
, _
From: Printz, Sandy
Sent: Thursdav. August 28, 2003 72-43 PM
To: 'Debra offm man'
-.- Page 2
Debra, as you know, the Advertising campaign is well underway and

is
---
developirlg the creative and soon Lq
will secure the media
buy. I am sure you are aware, there win be a lot of up front costs
for
the ad buy and the creative. Is jt possible to receive an advance for
both the creative and media buy? I know some government agencies will
allow a pro-forma invoice for advertising, because no one will put up
a
- . .
'-
billboard, unless you pay for it first. We could invoice in
installment_s,jf this would work, but I definitely need to discuss
..wih.. ,;- -;
s- .-- - - , --
-.- -.
- ,sEnieo"e. Also, how do you feel about:~etchuminvoicing M S t w i c e per

month onTask OrderNo.OD1-4 to help alleviate the cash flow burden.
- .-.~- . ,
-
- ----
Let me know your thought~suggestions.
Sandy
Ketchum, Inc.
Phone No.: 202.835.9426
Fax No.: 202.835.9436
%'
- -----Original Message----- "
- From: Debra Hoffman [mailto:~~offman2@cms.hhs.gov]

.Sent: Wednesday, August 27, .-.
2003 5:22 PM
,/a
To: Prink, Sandy
..Subject:
. -
MODIFICATION. TO . . CONTRACT .?...
--
--.-
--.
Can you tell me the status-of the contract mod and when I can expect
to
--- . . . . . . Thanks. . . . . . . .
.
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.r
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Debra Hoffman - RE: CMS Advertising

........................ .
~ebhef
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Page 1
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b.
:.

Date: 411103 3:52PM
Subject: RE: CMS Advertising Debrief
-.
Our two numbers for the Wednesday, loam, CMS Advertising debrief are below Look fc ~ r to
d your
call.
..
. .
212-237-5375 Will Metzger
202-452-9485 Tom Beall
- - - - -
.---
-
f r o m : DebraHoffman [mailto:DHoffman2@cms.hhs.gov]
--Sent:
---- -
Tuesday, -March 25,. 2003 2:48 PA&-
To: Laporte, Yolan
.-
,
-- . .
-- .
Cc: Mary Jones; Gillman, Margo;.Beall, Tom

Subject: Re: CMS Advertising Debrief
. . . . . .
..
- - - --
--- -. .
.
. .
Yes. April 2nd at 10 AM is still fine. We will call you, can you provide us
with the appropriate phone number? Thanks.
>>> "Laporte, Yolan" <Yolan.Laporte@ogilvypr.com> 03/25/03 01 :29PM >>>

Hi Debra -- Can we schedule Wednesday, 2 April, loam for the CMS Advertising
debrief? Will there be a call-in number or will you call us or we call you?
thanks.
+'--
.....
. ..
. '
- .- ..
CC: "Beall, Tom" ~ ~ ~ ~ . ~ ~ ~ i ~ @ o <William.Metzger@ogiIvy.c~

~ i l v ~ ~ r . c o m ~ ,
.+ ,,,.+
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-
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. ..-.-...................... - . ~. ,, I........-...
.Debt&,Aoffman - RE: CMS ~dvertising
~
From: Debra Hoffman

Date: 3124103 8:3 1AM
Subject: RE:-CMS Advertising
-.
Yolan, - -
Here are the available time for us to provide you with feedback on your proposal. Please let &e know
--
what day and time would be convenient for you. - -
Fridav. March 28th - 10 to 11 AM or between 1-3 PM

I
1
- - -
--
~ , Ist - 10 to 11 AM or between 1-3 PM..
~ u e s d aApril
W e d n e s d a ~April 2nd - 10 to 11 AM or between 1-3 PM
-Thursday,-.April3cd - between 1-3 PM ,
~ r x a yApril
, 4th - between-l-3PM-
.... >A
>>> Mary J.~nes03/23/03 0 2 : 0 8>;~

; ~
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. - -.
. .. -- -
-- - -. ~. ~
- --
=
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Yolan, ....
We are happy to provide a debriefing. Debbie Hoffman will coordinate a conference call w
have requested.
Mary Jones
>>7
Hi Mary,
*:.
"Laporte, Yolan" ~Yolan..,Laporte@oqilvvpr.com>03/21/03 04:42PM >>>
- '-,
- l h a n k s for your letter of 21 Mar 03. Per tKe second paragraph of your letter, we request :3 det
proposal. We are particularly interested in the highly scored Creative Approach and MedizI Bu)
as noted in section 4 ~ i l i ~ o cletter
f f 12 Feb 03.
.-
Is thls debr1eTvia conference catP If so, please let us know ava~lable&.@ for this call
. I .? -
4 ".
Thanks,
.A-
Yolan ~ a p o r t e-.
. -. From: Mary Jones [mailto:~Jonesl@cms.hhs.qov~
Sent: Friday,.March 21,2003 12:34 PM
To: Laporte, Yolan
Cc: Debra Hoffman
Subject: Re: CMS Advertising
.
.. ........
,
See attached.
.. :-..
>>> "Laporte,
.-
Yolan" <Yolan.Laporte@oqilvypr.com> 03120103 02:29PM >>>
Hi Mary,
Our orals were a week ago -- and it actual~.seemslike a month ago. Any
"next steps" status regarding the CMS Advertising RFP process?
-.
-
thanks,
- ~
- -
ioffman - RE: CMS Advertising
. . . . . . . . . . . . ... , . . ' . . . . .
. .. ... .:.
r i.. , Q:
~,.,. .-. L. :
.-.
I
Yolan
CC: Jones, Mary

--
. -- . . - .. -- -.- - ..--- ---- -- .- . .
Debra
.
Hoffman
. . . . . ..
- Re:
.
CMS
..... .
Advertising.Debrief
.~ -PA-..
. - - - - .. Page 1
f3q
...
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From: Debra Hoffman

To: Laporte, Yolan
Date: 3/25/03 2:48PM
Subject: Re: CMS Advertising Debrief
- Yes. April 2nd at 10 AM is still fine. Wewilt call you, can you provide us with the appropris
number? Thanks.
> 2 > "Laporte, Yolan" ~Yolan.~aporte@ogilvypr.com~ 03/25/03 01 :29PM >>>

Hi Debra -- Can we schedule Wednesday, 2 April, loam for the CMS Advertising debrief? I there be a
. call-in number or will you call us or we call you? thanks.
- .. .
--
. ~-
CC:. ... . . . - -~-..I: BeaH, Tom; Belinda.V(a~d@ogilvy.Cm; Gillman, Margo; ~ o n e sMary;
- - 'Wfia~m.Metzger@ogilvy.com . .- . -
'
. - = - ~ .- -.
. . ~
]
Debra Hoffman - REQUEST FOR REVISED SUBMISSIUN - - - .-
#
From: Debra Hoffman

Date: 3/24/03 8:13AM
Subject: REQUEST FOR REVISED SUBMISSION
- I have resent it with the corrected date for submission of the information. Sorry for the err(
ttttt
See the attached. If you have any questions, please call.
- . ... -
r
:
C.C
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Helphenstine, Patty; Jones, ~ a r ~ ' '
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2
-> .- -
Baltimore, ManIand 21244-1850
--.
Acquisition and Grants Group - - 1 '
I
,-
2 1 March 2003
..
- . . .
Ketchum
ATTN. : --b&:Monjca
. ..- . .--
---~OBO:L 'Street; 1V.W.
Marshall
Washington, DC 20036 -..::.-...

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RE: LRFP NO. 03-002-MEDICARE NATIONAL MULTI-MEDIA & -~

EDUCATION CAMPAIGN FOR 2003
REQUEST FOR REVISED SUBMISSION
Dear Ms. Marshall: 1

We have evaluated b o t h ' i q r written and oral proposal submitted in response to the
-- subject LRFP. We have t b f o ~ ~ o w issues
i n ~ regarding your response and request thrl
you provide further clarification and/or ififomation to us in a revised submission due by
3:00 PM on Friday, Q5kIpn.I 2003.
.--
A. Creative Approach:
.
I . Creative only shows the 800# at the end of the spot, rather than making it dvailable
- - - - . _ _ _ . . . ._ . . ~..
throughout theiadvenisement for-viewer retention. Please clarify how the Jew
creative will promote viewer recall of the800#? - -. .. .. -. --~;
- .-: .-- . -.-.
-
2. - Your proposal &&not indicate the use of Internet advertising for the campaign. Please
explain your strategy and reasoning for not targeting caregivers through thib medium.
B. Media Plan:
. ..
' 7 7 . .
1. Please provide a timeline to illustrate that the campaign tasks can beachieved by the
goal date.
2. Your proposal mentioned that the media plan considered caregivers and A h c a n
-American target audiences. Please provide caregver and A h c a n American
demographics for the media plan. .
C. Technical Understanding:
1 . Your proposal did not provide for an earned media plan. As set forth in the S o w ,
please address your plan to address earned media and partnerships to levdrage
messaging and impact of4he campaign.
2. Your proposal provides a limited discussion on brand identity for Medicare. Please
explain how the advertising will support the Medicare brand framework.
D. Management ApproachlCorporate Experience:
- -
7:
...
~~.
.
..-
~
-
..
..
-
.
1 -We request that the reports for qual& control occur on a more.frequent dasis. Please
...
-- . -...
provide your plan for a ~ q g n p l i s h i n ~ t hrequest.
7 Please submit the percentage of time that .
-.
- project.
.. . .--.. .- -.-..
is
>.% - - -.~ f will
f spedqo
---- - . - . .:;
. .
= tts.---
3. "please clarify how often the "detailed task budget" for all subcontractors will be .---~-
updated.
I. Business Proposal 1
A. Summary Task 1 , 2 , 3 , 4 , and 5 - KETCHUM
I
,.;. <.:
It appears thapqour proposal did not allocate travel for the production of he
TV spots. Please clarify. -
I
Please provide the breakdown for the proposed loaded labor rates.
Please p'io*c'fde-yo.ur rationale for the round trip taxi trips from DC to Baldimore a_t. . ,
-2120 per trip versus renting a car.

You are billingdii&tly for long distance calls and faxes Please, confirm-that.. your 1
.-
accounting system is capable of tracking those costs on a direct'basis.

I
Do you h a y ~any recent information available on your proposed provisio a1- indirect -
cost rates?
?-lease provide an organizational chart for Ketchum.
Please &-ovidi4acopy of your 6isclosure ~t&ment.
Please note that in accordance
- .. .
- . . - - with FAR 3 1.205-26(e). allowance for all materials,

I
- _-_ . _ - _
-1, _
supplies, and services that ire sold or transferred between any division, sbbdivision,
I
- .
subsidiaries, or affiliates of the contractor under a common control shall v e on the

basis of cost incurred in accordance with this subpart. Please note the referenced cite
for additional guidance. 1 .
1, Please provide a breakdown of costs for the !P, posed for Coo'l Dry
PlaceIStudio 8.
2. Please provide the basis for--proposedtravel and how the estimated were erived.
Please note that all travel is subject to Government travel regulations.
d
3. ~ l e a s e ~ r o v i the
d e EGakdown for the proposed loaded labor rates.
4. Please provide infonnation regarding the statement "indirect costs applieq to the
salaries are in keeping with both the Agency's prefened rates and with industry
averages."
I
C. 8 ,
-- - -
1. Please provide the breakdown for the proposed estimate for the focus groups.
2. Please note that alltravel 1s subject to Government travel regulations.
- -- -- -
- 1 . -P!ease provide the breakdown for the proposed loaded labor rates.
2. Please provide the b r e a k h n for the television and print costs o f ' ,-
3. You are billing directly for long distance calk and faxes. P k s e confirm-&at y9ur.- --
accounting system is capable of tracking those costs on a direct b&s. -- -
- i -'
4. "Please provide verification that your daily rates are commercial rates as defined in the
FAR.
5. Please provide the rationale for why , b - (the media buying firm) is
planning to go to the focus groups for research. Additionally, please prov de the
rationale for the number of representatives proposed. i
--I. Please provide the breakdow for the proposed loaded labor rates.
2. Please clarify your statement that "the hourly rates are calculated by divid.ng the
annual sa7avby 2080 days and 8 hours per day. - . ..
... . . ~ 3. As',
-, 1 has no predetermined Fringe Benefit rate, we request that you provide the
information & how the figure was calculated:'"-- . .-
4. Please note that the -T -
67proposed labor rate is subject to t h e . i ; \ ~Execut~ve"
Compensation level and is not acceptable as proposed.

5 . Please provide additional information and a breakdown on how the
-----. - . .. . estimate was.derived, ...- .--
. - --
.. 6. Please Govide'ihe estimated for how the di&r costs were derived. -
-. charging for phone calls,- . faxes,
.- .- etc., please confirm that your
provides for proper tracking of those costs.
7. Please provide the information that relied on the determine that the Cost of Sales
estimates were fair and reasonable. ..
..8.
. ,-ra--. As. 4 :nas no predetermined Overhead andlor G&A rate, we request that you
the information on how the rate(s) were calculated.
9. Please provide the rationale for why doesn't have a represenfaii<e
focus groups for research of the creative. It was our understanding that b
. .handling the focus groups for the other testing.
10. Please provide the rationale for the number of hours proposed for -
appears that a disproportionateainount of time is allocated to him rather4than T
to
appropriate staff.
-.*
Additionally, we have provided two attachments to this letter. The first is a creative
Brief, which provides guidance for the creative presentations to be held in April. are WA
scheduling each session to last between % to I hour. The second is a revised staternlent
of Work, which incorporates the additional task of evaluating the Spanish-speaking 1
-=
campaign and provides that all mateFials generated under this campaign are turned oiler
to the Government in final form at the mnclusion of the task order.
This request does not commit the Government to reimburse any costs for the prepar4tion or
submission of a revised proposal nor to procure or contract for the services described herein.
- --,
..
Should you have any questions concerning this correspondence, please do not
Debra A .-Hoffman at (4 1 0) 786-05 1 7.
---
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. ..
sincere1y,
..
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Mary E. Jones
Contracting Officer
Attachments: .+: ..
( I ) Creative Brief (2 pag&):
-.
- (2) Statement of Work (7 pages) e
From: Mary Jones
To : GCILWoodworth.Mime0ut.MIME
Date: 3/21/03 8:58AM
Subject: RE: 2003 Medicare National Multi-Media 8.Education Campaign
--
Award is scheduled for mid-April, so if we schedule the first week of April, then that would be a pre-award
discussion. Deb Hoffman will coordinate times with you and schedule the conference call.
Mary
I
-
>>> "Woodworth, Lynda (GCI Group)" ~Iwoodworth@gcigroup.corn~
03120103 04:40PM >>> 1
I'll be out of the office next week, back in on April Is& Perhaps the
. . first-week o f b r i l ? Would the awardee be announced by then, and would that ..
-impact what 'you tEIl us regarding
:- .- our
... embation? = -
. .- .- .
-- - -- . ---
-----Original Message----- - -. + -- .
-- ..
---
From: Marf~ones ~mailto:MJonesl@cms.hhs.qov~ ...
. .
Sent: Thursday, March 20, 2003 3.1 1 PM
To: Iwoodworth@qciqroup.com
Cc: Debra Hoffman
Subject: RE: 2003 Medicare National Multi-Media 8 Education Campaign
Certainly. Would you like to wait until after award or before award?
:;,
Please <?.
advise and we'll schedule a conference call.
-
-- -
-
Mary
.''.----
--
>>> 'Woodworth. Lynda (GCI ~ m u ~ clwoodworth@~ciqroupcom~
)'' 03120103
-Q3:08PM -- .. . --.
>>>
---
--.- -
Hello Mary -- we would like to obtain the feedback on the evaluation of our
proposal. hank you. --
-. -- .. ...
I
,- . .- .
" Lynda Woodworth- .. . .-. .a,.
-
.+ . .
Vice President
-. GCI Healthcare . .
- .- ~-
212-537-8078
908-578-0078 (cell)
1 Iwoodworth~qcisroup.com
.. . ..
> -----Original Message-----
> From: Mary Jones [mailto:MJonesl @cms.hhs.aovl
> Sent: - - Thursday, March 20, 2003 254 PM
> To: ~delmazo@,qciqrou~.com; Iwoodworth@qci~roup.com;
> toetrosini@.qciqrouo.com; toierce@.).9ciqroup.com
> Subject: 2003 Medicare National Multi-Media & Education Campaign
> - --
> << File: GCI-letter.doc >>

.............. .L
a. . . . . . . . . . -. . RE:
~. .e. . .b. .Hoffman .
2003..........
Medicare Multi-Media & Education
N~tional
-..... ~_Campaign ,=. . _
: . .1
. . <. . ..
,
.. ... %:.t
.
. .
CC: DHoffman2
.- - . ,.
jebra Hoffman - RE: .Revised

._ . Proposals
. . -- - - ... -.;_iLI:___-i__;;-L --.--. _.._;.--I_.--- - - _- . .
Page 1
% _
From: "Marshall, Monica" <Monica.Marshall@ketchum.com>

Date: 4/3/03 3:58PM
Subject: RE: Revised Proposals
Debra.
I am assuming the 9 + 5 copies are of the creative. For tomorrow's deliver, we were senc m e copy. Is
this correct? Monica
-
From: Debra Hoffman [mailto:DHoffman2@cms.h~s.gov]
Sent: Thursday, April 03, 2003 3:55 PM
-- -
.... . .. To: MarshZll,Manica - -. . -
- - Cc:€dward Hodges; Mary Jones; Pattylelphenstine . . .- , - =
Subject: Re: Revised ~ r o ~ o s d s* c
+
--- .- .
We will n&d 9 copies for our representatives in Baltimore and 5 copies for our
representative in DC. We are confirming the dates and times for the five
presentations and I will pass that information along to you as soon as I have
it. Also, I will look for the proposals tomorrow. Thanks.
>>> "Marshall, Monica" <Monica.Marshall@ketchum.com> 04/03/03 03:42PM >>>

Debra,
.,"
I wanted to let vou know th&we will be sendinn two revised proposals
(Ketchuml b + and Ketchuml b-7' ,night via FedEx. If you do
-- not get them by 10.irra
. please call me a d I will make sure you get a copy of
,them. We will submit the remaining three proposals the middle of next week.
Thank you, Monica '""""-- -' .-.'
. .
~ e b &Hoffman
--
- kevised,
._
. , ,_. _
. .__-
~ r o ~. o...s .a l s..-...--...-:-..
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.,... .. -....
From: "Marshall, Monica" <Monica.Marshall@ketchum.com>

To: ~DHoffman2@cms.hhs.gov>
Date: 4/3/03 3:46PM
Subject: Revised Proposals
---
Debra,
I wanted to let you know that we will be sending two revised proposals (Ketchurn1 b-j
Ketchuml by
and
tonight via FedEx. If you do not get them by 10 a.m. please call me ana I w~ll
1
make sure you get a copy of them. We will submit the remaining three proposals the middle of next week.
Thank you. Monica
.- . - - ...
! Jaime Galvez - Fwd: LRFP 04-003 2nd Revised Budget 9-2-04.xls

~
From: Sue Knefley

To : Galvez, Jaime
Date: 9/3/04 9:38AM
Subject: Fwd: LRFP 04-003 2nd Revised Budget 9-2-04.xls
-- Jaime, .- ~
We are satisfied with Ketchum's approach, workplan and the revised budget (rece~vedor 2-04). Please
go ahead and execute the contract. Thanks for all your help.
I'll be on leave until 9-27. If you have any questions, you can contact Gwen Talvert while 1 away. Gwen
is at 65928. \\
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.- --
-- - Y, "Willianis, Taren*'<taren.will~ams@%etchumc o i > 09103104 08-11AM >>>
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--
Good mornmg! - .. ..-
Attached please find Ketchum's revised budget for LRFP 04:003. Call me
at the below stated numbe'r should you have questions.
Have a wonderful weekend,
Taren Williams
202-835-9453
202-835-9436 (fax)
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CC : Talvert, Gwendolyn
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J;llmPlvez
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- Homeless RFP P =w e
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From: "Williams, Taren" ~taren.williams@ketchum.com~

To : <jgalvez@crns. hhs.gov>
Date: 9/2/04 8:50AM
Subject: . Homeless RFP Response
.- Good morning!
Attached please find Ketchum's revised budget and technical response to

LRFP 04-003. '.
If you have any questions, give me a call.
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...
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Have a wonderful day,
-
. . .
Taren -- .
202-835-9453
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----
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- Passioii and-PieciSi6ii in cdmmunication.

Ketchurn.
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CC: "Dewinski, Kimberly" ~Kimberly.Dewinski@ketchum.corn~

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TO: Mark Smolenski -- DATE September 13.2004

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COMPANE CMS FROM: Maryann Jozefowia
phone: (412) 456-3979
fax: (412) 456-3888
FAX
\.
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NIhWHR: - ---- -
SUBJECT: ~ e t c h u mrates NO. OF PAGES ItVCL UDlM TH&- 5 - ---
.. -.. ONE: - -. .
MESSAGE
'00NOTRECEIWEAII
I C E S PLEASE C A I 1
12 456 3500
Mark,
Taren Williams eked t h a ~I send you the attache1d backup for our
employee pay rat&:
..
.. Let me know if you have any qu&tions.
.,,.+. --. ....
Thanks, \
.
CONTRACT NO. (if any) L ~ H U L ,i u l -.
SUPPLEMENTAL INVOICING INFORMAllON
If desired, this omer (or a copy lhereof) may be used by the Contractor as the ContraRor's Invoice, Instead d a separale invoice. rovided
the following statement. (signed and dated) Is on (cfanached lo) lhe order: "Paymenl is requested In
other invoice will be submilled." However, if the Contraclw wlshos lo submll an Involce. the following
.-
..m,
contract number (if any). order number, item number(s), desdp%i? 0f.vpplleS or service. sizes, quantil~es,unit
lotals Prepald shipping costs wlll be indlcaled a3 a separate Item on lhe imoice. Where shipping casts exceed $10 (excepl lor pakel
post), the billing musl be supported by a bill of ladlng or receipl. When sev6ral ordars are Invoiced lo an ordering acllvity during
-
billlno oeriod consolidaled oeriodn: blllinas are encouraaed.
-
RECEIVING REPORT
same m
f
-- -
Quant~tyin lhe "Quanlrty Accepled' column on Vle face of thls order has been inspected, 13 recmved
by me and conforms to thls contract llems l~stedbelow have been reJectedfor Vle reasons Indcaled.
SHIPMENT PARML 1 DATE RECENED SIGNATURE OF AUTHORIZED U I GOVT REP
NUMBER FINAL 1
-
I I I I
REPORT OF REJECTIONS
..
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.
.
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ITEM NO. -' . . . ... .-
SUPPLES OR SERVICES
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U M ~ OUAHTRY
REJECTED
REASMI FOR REJECTION
I
-= I FORM 347 [Rev.8195) (BACI()

OPT14NAL
04/05/02 11:OO FAX 301 972 3219 Rosenberg Can. F
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1
ROSENBER~C O ~ ~ ~ C A ~ O N S mc
Federal EIN: 52-1803385 [
= -
12512 WEST OLD BALTIMOG

ROAD =
BOYDS ,MD 20841 1

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Rosenberr C o n .
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I Total
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12512 ~ ~ s T o ~ . B & T ~ROAD ~ B E
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1 I Total

CREW: Department of Health and Human Services: Public Affairs Firms Documents: 01/24/07: HHS/CMS FOIA Response

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CREW: Department of Health and Human Services: Public Affairs Firms Documents: 01/24/07: HHS/CMS FOIA Response

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DEPARTMENT OF HEALTH & HUMAN SERVICES HE.

Academy for Educational Develojnig~t

Dear Mr. Miebach: . I

Rights & Protection: Ogilvy Public Relations Worldwide

Quality Information: Ketchum

7500 ~ e c ' u r iBode,

Rights & Protection: Ogilvy Public Relations Worldwide

Health Promotion: Ketchum

Publications: I-. . Academy for Educational Development (AED)

,,Qality Information: Ketchum

Rights & Protection: Ogilvy Public Relations Worldwide

Health Promotion: ' Ketchum

Quality Information: Ketchum

fights & Protection. Ogilvy Public Relations Worldwide

Promotion & Publicity AED

Dear Mr. Cornell:

1. Technical Understanding and Approach

You must demonstrate an understanding of the statement of work'and awakneS

the general Medicare populatio<some may not be-generally_recpmended.. : BMM-_

early detection can prevent the disease osteoporosis. BMM is a radiologxal or

- CMS is planning an education and-awareness promotion to increase BMM screc ling of

Provide t o p h e presentation of finding and provide a detailed written anal] sis of t f g .. . . .. . --

Provide recommendations for evaluating the effectiveness of the awareness messages

The contractor must

Paper, bound in. the number of copies

I'IEM DESCRIPTION DUE DATE I

Materials & evel lo^ hardcopies to GTL . Final: November 7,2001

1 1. Identify Materials _ . -1 36 samples copies of I October 30,2001 I I

DEPARTMENT OF HEALTH & HUMAN SERMCES THE C E ~ ~ E RFOR

To: Ketchum August 20.200 1

Dear Mr. Cornell: I

performance time frames. Your response niust be in accordance with --- -

I . Technical Understanding and Aperoach (Nut To Exceed 60 Pages Total: dubtask

Past Performance (As Attachment; Not Counted Towards Page Limit)

Centers for Medicare and Medicaid Services

1. Consumer testing regarding public dissemination 6f home h e a b ~ a r quality

MeetingIReporting Requirements for the Task Order as a Whole

-- by the Government Task ~ e a d z ( Gand

Schedule of Deliverables for Task Order s a Whole

Draft final within fivc (5) business

evaluate these measur.esfor us.e,pn the www.medicare.gov web3iteSr5 detemine-f. - - . .

meaningfulness and value to consumers of specific outcome information, and to d;

The Contractor shall perform the following activities as a part oj the

Submit alt findmgs in Microsoft Office 97, andlor PowerPo t 4.0 or . -

2. Consumer Testing for Proposed Measures to be Used on the "Healthy

By August 2001, CH-SR is expected to submit the final, recomm :nded

Contractor shall conduct consumer testing for a sample of appr lximately 50

proposed agency-specific measures (Deliverable # 5 ) .

a Present preliminary research plan for consumer testing to a] propriate

Determine the iiumber of locations, and individuals at each ocation, to be

varia6ies used to select beneficiary (and other) interviewee! (e.g., race,

a Conduct readability and reading level tests on the proposed wblic

a With assistance and recommendations from CHSR, develop mock-up, or

With the participation/assistance of CHSR, develop and prc sent the

IV. Schedule of Deliverables

:hedule of Deliverable~for Subt;

timetable, and cost of proposed research protocol, following com'encem&t of

review panel. of final consumkr testing

ot'thcs project-is to co-duct consumerlprovider testing for previously eveloped

Develop an appropriate research plan.

Conduct consumerlprovider testing of the hospital performance measures i n c l ~ive of

the discretion of the CMS Subtask leader.

The Contractor shall perform the following activities as a part o the