Communications Strategy Services

The Vendor is required to provide communications strategy services to improve the health of children and youth with specific health care needs through early identification, comprehensive and coordinated care, and to support them and their families to achieve the best possible health outcomes.
- Requirements
1. Communications strategy development
•    The applicant will be responsible for developing a data-driven communications strategy that targets core office programs, including early hearing detection and intervention (EHDI), newborn bloodspot screening, critical congenital heart disease, sickle cell disease, pediatric to adult health care transition, the medical home model, and family–professional partnerships.
•    This strategy shall span 5 years with year 1 being the funded year (state fiscal year 2027) and shall enable office staff to implement plans in subsequent years.
•    This strategy shall identify and segment target audiences, with a particular emphasis on prioritized populations.
•    The strategy must incorporate behavioral change theories and models to create tailored messaging that resonates with diverse audiences, promotes healthy behaviors, and encourages preventive practices.
o    To identify the priority needs, the applicant may use surveys, key informant interviews, focus groups, and existing data to understand needs and preferences 
o    The applicant will be responsible for compensating community members who participate in such efforts 
o    The applicant will also be responsible for any translation service costs as part of their formative work 
o    The strategy should develop a list of target audiences, recommended channels, and tailored strategies to reach these audiences. 
o    The strategy should include a series of geo-targeted marketing campaigns recommendations and recommend methodologies aimed at increasing awareness and audience self-efficacy.
•    This strategy shall provide a mechanism to evaluate the effectiveness of the communication initiatives.
- Communications strategy implementation
•    After the development of the strategic plan in partnership with office, the applicant will design and prepare ready-to-launch communication initiatives at the interpersonal and personal levels, focusing on community engagement and direct interaction with target audiences.
•    Communication initiatives shall:
o    Be culturally appropriate and linguistically accessible 
o    Address specific barriers and motivators for behavior change within the target populations 
o    Health literate
•    Applicants should include graphic design services in their application planning with the acknowledgement that all materials, including graphic design services
•    The applicant will conduct pre-testing of all developed communications materials, messages, and strategies to ensure their effectiveness and reception by the target audiences. 
•    Feedback collected from pre-testing will be thoroughly analyzed to refine and optimize communications before full-scale implementation. 
•    An iterative process for ongoing feedback and continuous improvement will be implemented throughout the project lifecycle to ensure sustained effectiveness and adaptability.