HHS Awards $20.4M for Medicare Prevention Awareness Campaign to IPG DXTRA, Inc
Contract Overview
Contract Amount: $20,419,050 ($20.4M)
Contractor: IPG Dxtra, Inc.
Awarding Agency: Department of Health and Human Services
Start Date: 2021-02-01
End Date: 2024-07-31
Contract Duration: 1,276 days
Daily Burn Rate: $16.0K/day
Competition Type: FULL AND OPEN COMPETITION
Number of Offers Received: 2
Pricing Type: TIME AND MATERIALS
Sector: Other
Official Description: MEDICARE PREVENTION AWARENESS EDUCATION AND OUTREACH CAMPAIGN
Place of Performance
Location: WINDSOR MILL, BALTIMORE County, MARYLAND, 21244
State: Maryland Government Spending
Plain-Language Summary
Department of Health and Human Services obligated $20.4 million to IPG DXTRA, INC. for work described as: MEDICARE PREVENTION AWARENESS EDUCATION AND OUTREACH CAMPAIGN Key points: 1. The contract focuses on advertising and outreach for Medicare prevention programs. 2. IPG DXTRA, Inc. is the sole awardee for this specific delivery order. 3. Potential risks include campaign effectiveness and reaching target demographics. 4. The sector is primarily advertising and public health communication.
Value Assessment
Rating: good
The award amount of $20.4 million over approximately 4 years appears reasonable for a national awareness campaign. Benchmarking against similar large-scale public health campaigns would provide further context.
Cost Per Unit: N/A
Competition Analysis
Competition Level: full-and-open
The contract was awarded under full and open competition, suggesting a competitive bidding process. However, this specific award is a delivery order, implying it might be part of a larger indefinite-delivery/indefinite-quantity (IDIQ) contract where the initial competition occurred.
Taxpayer Impact: Taxpayer funds are being used to educate beneficiaries about Medicare prevention services, aiming for improved health outcomes and potentially reduced long-term healthcare costs.
Public Impact
Increased awareness of Medicare's preventive services could lead to better health outcomes for beneficiaries. The campaign aims to inform millions of Medicare recipients about available health resources. Effective outreach may reduce preventable diseases and associated healthcare expenditures.
Waste & Efficiency Indicators
Waste Risk Score: 50 / 10
Warning Flags
- Effectiveness of outreach campaign
- Measuring ROI of awareness efforts
- Ensuring equitable reach across demographics
Positive Signals
- Focus on prevention can lower long-term costs
- Clear objective for public health improvement
Sector Analysis
This contract falls within the advertising and marketing services sector, specifically for public health campaigns. Spending in this area is often driven by government initiatives to inform the public about health programs and policies.
Small Business Impact
The data does not indicate any specific set-aside for small businesses for this contract. Large advertising firms typically compete for these types of contracts.
Oversight & Accountability
Oversight would typically be managed by the Centers for Medicare and Medicaid Services (CMS) to ensure the campaign meets its objectives and funds are used appropriately. Performance metrics should be established to track success.
Related Government Programs
- Advertising Agencies
- Department of Health and Human Services Contracting
- Centers for Medicare and Medicaid Services Programs
Risk Flags
- Campaign effectiveness measurement
- Potential for low beneficiary engagement
- Ensuring equitable access to information
- Long-term impact on healthcare costs
Tags
advertising-agencies, department-of-health-and-human-services, md, delivery-order, 10m-plus
Frequently Asked Questions
What is this federal contract paying for?
Department of Health and Human Services awarded $20.4 million to IPG DXTRA, INC.. MEDICARE PREVENTION AWARENESS EDUCATION AND OUTREACH CAMPAIGN
Who is the contractor on this award?
The obligated recipient is IPG DXTRA, INC..
Which agency awarded this contract?
Awarding agency: Department of Health and Human Services (Centers for Medicare and Medicaid Services).
What is the total obligated amount?
The obligated amount is $20.4 million.
What is the period of performance?
Start: 2021-02-01. End: 2024-07-31.
What are the key performance indicators (KPIs) for this campaign, and how will their achievement be measured to ensure value for taxpayer money?
Key performance indicators likely include metrics such as reach (number of individuals exposed to the campaign), engagement (website visits, calls to action), and ultimately, changes in beneficiary utilization of preventive services. CMS will likely track these through media analytics, survey data, and Medicare claims data to assess campaign effectiveness and justify the $20.4 million investment.
What are the primary risks associated with a large-scale public awareness campaign, and how are they being mitigated?
Primary risks include message ineffectiveness, reaching the wrong audience, or public apathy. Mitigation strategies may involve extensive market research, targeted media buys, A/B testing of creative content, and continuous monitoring of campaign performance to allow for adjustments. Ensuring diverse representation in messaging is also crucial.
How will the effectiveness of this campaign be evaluated in terms of improving Medicare beneficiary health outcomes?
Effectiveness will be evaluated by tracking changes in the uptake of specific preventive services (e.g., flu shots, cancer screenings) among Medicare beneficiaries before and after the campaign. Correlation analysis with campaign reach and engagement metrics, alongside potential pre- and post-campaign surveys on awareness and behavior, will help determine impact on health outcomes.
Industry Classification
NAICS: Professional, Scientific, and Technical Services › Advertising, Public Relations, and Related Services › Advertising Agencies
Product/Service Code: SUPPORT SVCS (PROF, ADMIN, MGMT) › PROFESSIONAL SERVICES
Competition & Pricing
Extent Competed: FULL AND OPEN COMPETITION
Solicitation Procedures: SUBJECT TO MULTIPLE AWARD FAIR OPPORTUNITY
Offers Received: 2
Pricing Type: TIME AND MATERIALS (Y)
Evaluated Preference: NONE
Contractor Details
Address: 909 3RD AVE FL 7, NEW YORK, NY, 10022
Business Categories: Category Business, Corporate Entity Not Tax Exempt, Not Designated a Small Business, Special Designations, U.S.-Owned Business
Financial Breakdown
Contract Ceiling: $55,418,492
Exercised Options: $20,419,050
Current Obligation: $20,419,050
Actual Outlays: $20,419,050
Contract Characteristics
Commercial Item: COMMERCIAL PRODUCTS/SERVICES
Cost or Pricing Data: NO
Parent Contract
Parent Award PIID: 75FCMC18D0046
IDV Type: IDC
Timeline
Start Date: 2021-02-01
Current End Date: 2024-07-31
Potential End Date: 2024-07-31 00:00:00
Last Modified: 2026-03-13
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