Request for Proposals: Implement Communication Campaign for Pathways to Bright Futures
Solicitation Number: PHPA 3106/BPM046711
RFP Issue Date: October 7, 2024
RFP Issuing Office: Maryland Department of Health
Office of Oral Health
Procurement Officer: Augustus Woyah
Prevention and Health Promotion Administration
Maryland Department of Health
201 W. Preston St.
Baltimore, MD 21201
Phone: 443-690-0110
Email: augustus.woyah@maryland.gov
Contract Monitor: John Welby, MS
Maryland Department of Health
Office of Oral Health
201 West Preston St. 425C
Baltimore, MD 21201
Proposals are to be submitted to: eMaryland Marketplace Advantage – https://emma.maryland.gov/page.aspx/en/usr/login?ReturnUrl=%2fpage.aspx%2fen%2fbuy%2fhomepage –
Additional information can be found in the Frequently Asked Questions and Quick Reference Guides. Any questions please contact the eMMA Help Desk at eMMA.helpdesk@maryland.gov.
Questions Due Date: October 21, 2024, 2:00 PM EST Local Time
Closing Date and Time: October 28, 2024, 2:00 PM EST Local Time
SECTION 3 – SCOPE OF WORK
3.1 Background and Purpose
There are pronounced disparities in the distribution of the oral health workforce across Maryland, leading to stark inequalities in oral health status. The majority of Maryland dentists practice in more populated and higher income areas, creating areas with significant gaps in access to dental care across other regions of the State. There are areas in Maryland, particularly in the rural regions of the Eastern Shore and Appalachia, where there are no dentists located nearby, leaving large gaps in access to dental care. According to a Maryland Department of Health Office of Oral Health (OOH) analysis, nearly 50% of the Eastern Shore and 40% of the Appalachian regions do not have any dentists. Even in the areas of the Eastern Shore and Appalachian regions where there are dentists practicing there are only approximately 20 dentists per 100,000 residents, far below the national average of 61 dentists per 100,000 people. People living in Baltimore City share a similar experience trying to access dental care as approximately 50% of Baltimore City has less than 20 dentists per 100,000 residents. An area with insufficient access to dental care due to the lack of dental professionals practicing in that area is known as a Dental Health Professional Shortage Area or (Dental HPSA). Lack of access to dental care in these areas is exacerbated by the fact that of the 4,199 dentists practicing in Maryland, only one fourth accept Medicaid, making the chances of finding a dentist for the economically disadvantaged even less.
Because there is more poverty and a lack of resources in many Dental HPSAs, youth from these communities rarely pursue employment opportunities in the dental health field. Dental students are nine times more likely to come from urban areas than they are to come from rural areas. Recent dental school graduates also choose to practice in economically advantaged metropolitan areas, which are already saturated with dentists, rather than in Dental HPSAs. However, dental school graduates that come from rural areas are three to six times more likely to practice in a rural Dental HPSA after graduation than dental school graduates from urban areas. This underscores how important it is for youth from Dental HPSAs to pursue careers in dental professions, as they are the dental workforce who are most likely to return to their home regions and provide care to those who need it most. Additionally, the dental profession is a uniquely accessible career for individuals from all types of backgrounds due to the ability to progress from dental assistant to dental hygienist to dentist.
There is substantial evidence that pathway programs (programs that educate and encourage youth to develop careers in specific fields) are positively correlated with increasing the prevalence of dental professionals in Dental HPSAs. This evidence primarily attributes this to familiarity with, and existing networks within, such areas. Pathway programs, which include career presentations to youth, have been shown to increase high schooler comprehension of Science Technology Engineering Math (STEM) programs and understanding of their career identities. Increased participation in experiential opportunities in medicine also increases student connection to the medical community, patient treatment, and mentor development. Shadowing has been shown to improve perceptions, recruitment, and retention of the nursing workforce, as we expect it does in the oral health workforce.
Through a program entitled Pathways to Bright Futures (PBF) the Maryland Department of Health (MDH),OOH, is connecting youth, students ages 16 – 21, at schools and educational institutions with opportunities to learn about and pursue careers in the dental professions. PBF is a dental education-to-career pipeline program that connects young people living in Dental HPSA with opportunities to learn about and pursue careers in the dental professions. It educates youth about the importance of dental health and its relationship to overall health, demonstrates the scope and value of careers in the dental professions, and helps youth to achieve these careers by providing the necessary resources and guidance. The goal of PBF is to build a diverse and dynamic dental workforce, improve oral health equity, and increase the number of dental professionals practicing in Maryland Dental HPSAs.
PBF is currently working with a Communication Company to create communication materials, media, tools, and strategies that will be used in a communications campaign to create interest and increase participation in the PBF program among target audience members. These communication materials, media and tools include digital, video, audio, print and electronic assets and will be provided to OOH at the end of this current contract. The OOH will make 8 07/24/2024
these communication assets available to the recipient of this award to Implement a Communications Campaign for Pathways to Bright Futures.
3.2 Scope of Work – Requirements
The purpose of this RFP is to solicit a Contractor to work directly with the MDH, OOH, Director of Social Marketing and the MDH Office of Communications (OOC) to implement all aspects of a communications Campaign to promote Pathways to Bright Futures. The contractor will use provided communication tools, materials, and media to implement the campaign as well as track its implementation and impact on the campaign target audience and report all campaign results and impact in a final written report to OOH. The contractor will accomplish their work based upon a thorough review of PBF program, an understanding of the PBF communication goals, target audiences, and strategy and by using the already produced communication materials, media, tools, and strategic recommendations that will be provided to the contractor by OOH.
PBF communication campaign goals and audiences are listed below:
Goals:
● Increase interest in dental careers among youth ages 16 – 21, living in Dental HPSAs
● Increase awareness, understanding and participation in the PBF program
● Increase awareness and understanding of the importance of dental health
● Increase awareness of the dental workforce shortage in Maryland and motivate young people to enter the dental professions and work in a Maryland Dental HPSAs
Primary Audience:
● The primary audience for this communication campaign is youth ages 16 – 21, living in Maryland
Dental HPSAs. Three Maryland Dental HPSAs, The Eastern shore, Western Maryland, and Baltimore City will be the primary geographic focus for the campaign.
Secondary audiences
● Youth ages 16 – 21, living outside the three identified Maryland Dental HPSAs
● Other support audiences including; dental professionals, dental students, parents, teachers, coaches, and school administrators, etc.
To reach the intended audiences and accomplish the goals outlined above, the Contractor will implement the communications campaign using media, materials and tools that have been created for OOH which can include but are not limited to traditional print media such as posters, banners, and brochures, and digital media including, video, audio, graphics and other electronic media assets such as radio, TV, social media and internet advertising which can be used in traditional and innovative outlets such as broadcast and streaming radio and TV as well as in social outlets such as Facebook, Instagram, YouTube, Podcasts, etc. as well as other appropriate advertising outlets as deemed necessary.
Upon hire, the Contractor will familiarize themselves with the PBF program, PBF communication plan, recommended implementation strategies, and PBF materials, tools, and media. They will then develop a media implementation plan which will be reviewed by OOH. Following review and approval by OOH, the contractor will put this plan into action through the purchase, implementation, and optimization of media placement. Media will include but not be limited to the use of traditional print media such as posters, banners, and brochures, and digital media including, video, audio, graphics and other electronic media assets such as radio, TV, social media, and internet advertising which can be used in traditional and innovative outlets such as broadcast and streaming radio and TV as well as in social outlets such as Facebook, Instagram, YouTube, and Podcasts, etc.,