Request for Proposal BC for Brand Research Questions and answers

Transcription

1 Request for Proposal BC for Brand Research Questions and answers 1. Qualitative research can be fielded using different methodologies, and as part of determination in our suggested approach, we consider client-driven priorities. What if any desire/need and priority do internal stakeholders place on being present to view in-person research with external audiences (e.g., consumers)? Members of UC Davis Health s core project team who will oversee the work would like to be present to observe in-person research when/where possible and appropriate. 2. How many firms have been invited to respond to the RFP? UC Davis Health invited more than five agencies and posted the RFP publicly on its supply chain management website. 3. How many total firms are bidding on this work? It is not known how many firms will submit responses. 4. What if any concurrent research (within the next six months) will UCDH be fielding with target audiences of this research? UC Davis Health is fielding its annual web-based tracking survey with target consumers from mid- May through early June. No other proprietary research is currently scheduled. The NRC Market Insights (syndicated) survey is conducted on an ongoing basis throughout the year in our market (among others). 5. We anticipate that given the number of different (primary and secondary) constituents to be included in the study and associated honoraria for participation, and the steps involved, an inclusive study may cost a bit more than the $150K budget cap. Will proposals that provide a slightly more narrow scope (e.g., research input only from primary stakeholders) be considered and acceptable? While the estimated budget for this limited-time contract will be proposed by each bidder, our expectation is that the total budget will not exceed $150,000. The University will consider other criteria in assuring the best value and quality per dollar expended. Basis of award criteria are described in Section V of the request.

2 6. What if any role would your creative agency play in this study? UC Davis Health does not currently have an advertising or creative agency of record. 7. You mention that the bidder should take into account existing data/market research as part of the exercise. (Three-to-five years of prior research including syndicated survey data, consumer perception surveys and focus group reports ). Can you share more about what aspects of that research, especially focus group reports and perception surveys, may be leveraged for this effort, so that we are not duplicating research? Prior research consists primarily of ongoing quantitative consumer perception data (both proprietary and syndicated NRC data). A few consumer positioning focus group reports will be provided as well but, because they are dated, should be used only for background. 8. Can you share who has been UC Davis Health historical research partner for the above pieces, and are they bidding on this project as well? The research partners vary; none will be bidding on this project. 9. In the General Approach section of the RFP, you mention, "Understanding the category, prioritizing audiences and narrowing to the greatest opportunities for success are critical outcomes for this research effort. A few bullets later, the document says "The objective of this study is to identify and fully optimize a compelling brand proposition "To what extent do you expect the outcome of this research to reveal the brand equities and deficiencies that will then, at a later stage and scope, inform potential brand positioning, versus identifying and optimizing that brand proposition/positioning as part of this scope? The outcome is expected to both identify the insights to optimize the UC Davis Health s brand and to develop the strategies and brand components that will optimize its position within its target markets. 10. Budget: The RFP mentions that the total budget shall not exceed $150,000. Does this budget include the items later called out among the reimbursable expenses (i.e. facility rental fees, recruitment, travel, etc.)? We ask because sometimes these items come out of a separate budget, even though a Total budget is noted. The total project budget, including reimbursable expenses, should not exceed $150,000. We expect respondents to build in allowances for the travel and expenses needed to successfully complete the contracted work. Travel would include but not be limited to: an immersion meeting, mid-point check-in meeting, presentation of final results, all necessary focus groups, etc. Any other expenses should be anticipated and built into the proposal as well. 11. How many agencies have been invited to participate in the RFP? Please see the answer to question 2.

3 12. How were these invited agencies identified? Invitations were sent to agencies with particular health care brand research experience. 13. Is there anything more you can say about timeline? We would not expect this to be a 6-month long research project with this sort of budget. Contract deliverables are expected in phases within a six month timeline from the date of award. UC Davis Health encourages bidders to include a sample timeline in the Work Statement portion of their response if they believe the recommendation(s) will enhance the accomplishment of the established objectives. 14. What triggered the decision to do this now vs. 6 months ago or last year, etc.? A number of factors influenced the timing among them internal leadership changes, increasingly competitive market conditions and our recent name change. UC Davis Health looking to build on the momentum of its recent name change from UC Davis Health System to reposition its brand and compete more effectively in the market. 15. Can you please tell us a little bit more about how the research and consulting will be used? For example, the RFP refers to concepts that will be developed for internal and external audiences. What other collateral or promotional materials will be developed? We expect the brand research to ultimately inform creative strategy and drive communications that differentiate, support and enhance the UC Davis Health brand within its target markets at both a regional and national level. 16. Does the final deliverable stop at identifying brand positioning territories or is the expectation to research, develop and test concepts as a part of this project s scope? The research should reveal brand opportunities for UC Davis Health. How these opportunities are discovered and/or recommended should be anticipated or proposed by the bidder. Creative strategy/development is not included in the project scope. 17. What can you share during the proposal process about the current positioning strategy and marketing presence of UC Davis today? Specifically, can you help us understand the strategies that have been in place in the market in terms of audience, message, and channels leveraged by what levels and frequency? UC Davis Health s target audiences are described in Section II of the RFP. Our primary advertising campaign is conducted during the traditional Fall open enrollment period each year, with a smaller buy in the Spring. Objectives and messaging may support brand awareness and positioning, drive service line volume, etc., based on current market and/or internal factors. These campaigns may include: TV; video; mobile; online; organic and paid social media; paid search; terrestrial and online radio; and outdoor. Smaller and more targeted service line campaigns are run concurrently throughout the year, focusing on online, search and social media. Samples of recent messaging and creative will be shared with the winning bidder.

4 18. You reference legacy perceptions such as indigent hospital and a less favorable image as compared to UCSF and Stanford. What are the other most prominent legacy perceptions that are either negative or something UC Davis wishes to combat/change/alter? Additional issues include a lack of consumer understanding of and appreciation for academic medicine (i.e., belief among some that receiving care at an academic medicine center means they will be treated like guinea pigs ) and a lack of understanding of insurance issues (i.e., belief that one needs to have UC Davis Health insurance to become a patient. We are not an insurance provider and accept most major health plans). While we ve not conducted a comprehensive brand study in several years, recent focus groups and consumer studies indicate that UC Davis is generally seen as smart, innovative and collaborative but also as bureaucratic and hard to navigate. 19. What are you considering to be typical market research? Also, are there any specific approaches that you would like your research partner to avoid? Section 2 of the Technical Proposal encourages respondents to provide a narrative description of the proposed processes to accomplish the scope of work, and demonstrate an ability to be innovative, creative and original. We feel that answering these questions may limit the responses of potential bidders. 20. Can you provide additional context about the reference to dream-state in the qualitative research? Dream-state research includes methods and tactics designed to unearth details that may be hidden below the surface such as subconscious drivers or beliefs that may help inform a unique or unanticipated focus in the quantitative exploration. It also asks consumers to really delve into their perfect world scenario what their ideal health care would look like, where would they be, who would they be cared for, etc. 21. What lists with contact information are you able to provide for members of the various stakeholder audiences, and what limitations, if any, are there for using these for research? How involved are you able to be/will you be in advising key stakeholder audiences of the intent of the research and extending an invitation to participate in the effort? UC Davis Health can provide names and/or contact information for the various audiences (including patients, but excluding consumers at large). For certain audiences (i.e. internal stakeholders, donors, electeds, etc.), our team would make initial contact to introduce and explain the project. We would expect the selected bidder to extend the formal invitation and schedule audience member participation. 22. You have a limited budget of $150,000 and you have identified multiple stakeholder audiences is it your expectation to be able to gather insights and conduct research among all audiences across both the primary AND secondary targets within the allocated budget? If not, can you prioritize the amount of information you hypothesize you need to gather and better understand among the multiple audiences of interest? The primary target audiences are critical to the successful completion of this project. As UC Davis

5 Health is located in the state s capital city, the secondary audiences can offer important perspectives and potential insights on our brand. Among the secondary targets, we recommend a focus on business leaders (who are also opinion leaders) and legislators (who have influence at both the state and federal level). 23. Can you provide a bit more information about how the consumer target market was arrived at (women, ages with 4+ years of college and annual household incomes of $125,000+). Does UC Davis Health work with a broader definition now? Our primary consumer audience has been determined through years of tracking and utilization data that show this group to be primary health care decision makers, and those most likely to have an appreciation for academic medicine. However, we do not exclude other consumer targets from our marketing and research efforts. 24. What events, activities, or otherwise scheduled gatherings are you aware of during the time cycle of this project that might be attended by large numbers of any of the target audience groups? We are not currently aware of any. 25. Do you have a targeted list of public policy makers at the local, state, and federal level who are most critical to your success? Do you have a working relationship with each such that you can help facilitate a meeting? Please see the answer to question RFP refers to policy and decision makers and a list is provided. Can you provide any more detail about policy decision makers at the federal level? What types of audiences at the federal level are most relevant? Both of California s senators are from the Northern California area and are familiar with the state s health care market and the challenges it faces. The representatives of the 6 th and 7 th Congressional Districts in particular are also potential influencers and champions. 27. How many members will be on the core team managing this project? Who will be the primary project lead and day-to-day contact once the contract is awarded? The core UC Davis Health team of four includes leadership and representation from Public Affairs, Marketing, and Executive Communications. Project lead and contact information will be provided to the selected bidder. 28. What role, if any, will be played by advertising or public relations agencies in the research and/or in execution on the back-end? UC Davis Health does not currently have an advertising or creative agency of record. A separate RFP may be issued at a later date for these services. --- ::: ---