MODIFICATION
R -- Analyses of SEER Website & Recommendations to Enhance the SEER Website
- Notice Date
- 8/30/2011
- Notice Type
- Modification/Amendment
- NAICS
- 541990
— All Other Professional, Scientific, and Technical Services
- Contracting Office
- Department of Health and Human Services, National Institutes of Health, National Cancer Institute, Office of Acquisitions, 6120 Executive Blvd., EPS Suite 600, Rockville, Maryland, 20852
- ZIP Code
- 20852
- Solicitation Number
- NCI-110161-MW
- Archive Date
- 9/21/2011
- Point of Contact
- Melissa R. Ward, Phone: 301-402-4509, Caren N Rasmussen, Phone: (301) 402-4509
- E-Mail Address
-
wardmr@mail.nih.gov, cr214i@nih.gov
(wardmr@mail.nih.gov, cr214i@nih.gov)
- Small Business Set-Aside
- N/A
- Description
- **This notice is amended to allow for electronic capability statments. Capability statements may be sent to Melissa Ward at wardmr@mail.nih.gov. *This notice has been modified to include additional information. The close date has been extended to September 6, 2011 11am EST. Contracting Office Address Department of Health and Human Services, National Institutes of Health, National Cancer Institute, Office of Acquisitions, 6120 Executive Boulevard, EPS Suite 600, Room 6072, Rockville, MD 20852, UNITED STATES. Description The National Cancer Institute (NCI), Division of Cancer Control & Population Sciences (DCCPS), plans to procure on a sole source basis with Washington University Health Communication Research Laboratory (HCRL), 700 Rosedale Ave., Campus Box 1009, St. Louis, MO 63112 for analysis of SEER website and recommend actions to enhance the SEER website. This acquisition will be processed in accordance with simplified acquisition procedures as stated in FAR Part 13.106-1(b)(1). The North American Industry Classification System Code is 541690 and the business size standard in $7M. Only one award will be made as a result of this solicitation. This will be awarded as a firm fixed price type contract. Period of performance is 12 months from date of award. One of the main missions of the Surveillance Research Program (SRP) is to communicate cancer statistics to a variety of data users through online tools and annual and biennial reports (www.seer.cancer.gov/statistics/). In October 2009, SRP organized a strategic planning workshop that included extramural participants as well as NCI staff to identify scientific opportunities, challenges, and gaps in the cancer surveillance arena. One of the priority areas identified during this workshop was to improve the communication of cancer statistics to different audiences and to make the data more accessible and understandable to all. The SEER Cancer Statistics website is an authoritative source of cancer statistics in the U.S. In 2010, the SEER website had a monthly average of approximately 500,000 page views and 76,000 unique visitors. The SEER Cancer Statistics website has existed for at least 15 years and has been improved gradually over this period. This step-by-step development resulted in a site that is tool-oriented and not user friendly for new visitors. Currently several tools are being used to produce cancer statistics: Cancer Stat Fact Sheets, the Cancer Statistics Review (CSR), FastStats, and CANQUES. Importantly, the SEER website has been developed primarily to attend to the needs of the research community in data and cancer statistics. Recently, usability testing conducted at the SEER-website suggests that other types of users are interested in obtaining cancer statistics from the SEER website, such as the media, policy-makers, cancer patients, family and friends. Because there is a large overlap between tools and cancer statistics, it is not transparent to non-research users which are the best tools to obtain the cancer statistics they need. Previous usability testing has shown that the SEER cancer statistics are difficult to understand and interpret for lay audiences. Because of the legacy of the printed page in some of the tools (Cancer Statistics Review), the visual impact and impression could be improved. The broad goal of the work described is to enhance the impact of the NCI/SEER website by increasing its reach, relevance and utility to different audiences. The project will use research that has already been conducted to inform the re-design of the website and to consolidate its tools. The contractor will deliver recommendations, action steps and solutions for the re-design and the consolidation of the SEER cancer statistics tools. Activities will build upon and extend the work of NCI's Centers of Excellence in Cancer Communication (CECCR), which has been actively involved in research to identify strategies and tools that will maximize the impact of cancer registry data. The contractor shall: 1) Audience Analysis (a) prepare a report on findings and a description of the guides used for the interviews from previously completed semi-structured, in-depth interviews with 15 cancer control professionals, cancer advocates, journalists, policy makers and the general public about their cancer information needs. This report shall include the interview findings, and description of the guides used for the interviews. Due September 30, 2011; (b) provide recommendations to the NCI on designing and conducting usability testing of the NCI/SEER cancer statistics website based on the report from the previous interviews. The contractor shall identify areas that require further testing, especially related to the need of audiences on cancer statistics information, to include identifying goals for the testing that would more appropriately inform how different users prefer to look and search for cancer statistics. Provide recommendations for the development of interview and observation guides. Provide as a written report due November 30, 2011; 2) Environmental Scan (a) identify, review and critique other online resources (a minimum of 4) that are the most relevant to the SEER cancer statistics website and that provide cancer surveillance data including websites, state registries, and other existing cancer data tools. Provide as written report due January 30, 2012; (b) identify opportunities for branding NCI/SEER data, tools and information displays. Results in the form of a power-point presentation shall be submitted to the NCI-COTR. Due March 30, 2012. 3) synthesize results of the audience analysis and environmental scan into specific recommendations that address (a) Elements of a new user-centered NCI/SEER website including information architecture, visual/graphic design, and new and/or adapted data tools. The contractor is not responsible for developing a new website but to provide recommendation of the elements that need to be incorporated in a new user-centered NCI/SEER website. (b) Better ways for users to search and obtain statistics from NCI/SEER website. (c) Strategies for NCI/SEER to express its identity and unique value clearly. (d) Identification and prioritization of steps and sub-projects (e.g., usability, audience, navigation, design, brand, measurement metrics) that can be used by NCI to develop and enhance its SEER cancer statistics website. Provide as a written report due July 30, 2012; and 4) Wireframes - illustrate possible executions of recommended designs with two concepts/wireframes of a user-centric universal tool/design based on the OZIOMA © model that would stratify cancer statistics in more efficient and easier to understand ways for diverse audience. Due July 30, 2012. Contractor Qualifications: A multidisciplinary team that include but are not limited to the following: • epidemiologists who work with population-based cancer surveillance systems, specifically with expertise in use of the SEER database and analysis tools; • expertise in web design and development of visual/graphic displays of quantitative information, specifically related to cancer and cancer statistics; and cancer communication researchers with 15 or more years of experience on research of communication of cancer information especially related to presenting cancer statistics. • Access to and knowledge of the OZIOMA © tool. • Previous knowledge of the SEER-website and tools. This contract, providing results and reports from a previously conducted audience analysis of cancer information needs, environmental scan analysis of online resources relevant to the SEER cancer statics website, branding of the SEER and SEER data, recommendations to the analysis activities, planning, and solutions to the re-design of the SEER website and consolidation of its tools, with wire frames based on the OZIOMA© model is limited to Washington University, Health Communication Research Laboratory (HCRL) in St. Louis. The Washington University HCRL is one of five Centers of Excellence in Cancer Communication Research in the United States. For more than 15 years, research from the Washington University HCRL has focused on developing and testing strategies to increase the reach and effectiveness of health communication interventions to the public. Washington University HCRL is the only center that specializes in cancer communication to disadvantaged and minority populations. Most importantly, Washington University HCRL is in a position to build upon research it has already completed and has the copyright to OZIOMA ©, unlike any other organization, and thus it is the only source capable to do this work. Washington University, HCRL has already conducted in-depth interviews with cancer control professionals, cancer advocates, journalists, policy makers and the general public about their cancer information needs. These interviews were conducted with the SEER database in mind. Therefore, the results from these interviews are directly relevant to inform the needs of different users of cancer statistics, to inform the new design of the SEER cancer statistics website and are required as deliverable in this contract. The Washington University, HCRL will reanalyze the interviews with the point of view of the information needed to the re-design the SEER website and will provide the results of this analysis. The Washington University, HCRL is the only known source that has experience on communication/dissemination and branding of cancer registry data. They are the only known source working on a project "Maximizing the Social Impact of Cancer Registry Data," from which the knowledge gained is crucial for the performance of this contract. In that project, they have been collaborating with a team of population cancer epidemiologists; experts in design and development of visual displays of quantitative information; and cancer communication researchers. They have a created a conceptual framework that describes the process by which information processing can be impacted and enhanced by design techniques in order to better communicate cancer information to the public. This framework is essential to inform the re-design of the SEER-website and for the services required for this order. Washington University HCRL developed OZIOMA © (http://hcrlweb.gwb.wustl.edu/ozioma/), owns all rights reserved to HCRL, a tool for the communication of health statistics to inform media sources and to enhance the relevancy of health related news stories. OZIOMA © is the winner of the 2010 National Cancer Institute and Health 2.0 Developer's Challenge: Enabling Community Use of Data for Cancer Prevention and Control. The OZIOMA © model and the research conducted for its development will be used for the services required for this order. There are no other known sources that have the licensing of the OZIOMA © tool and the depth of experience and expertise, needed to insure the objectives within this study. This is not a solicitation for competitive quotations. However, if any interested party believes they can meet the above requirement, they may submit a statement of capabilities. All information furnished must be in writing and must contain sufficient detail to allow the NCI to determine if it can meet the above unique specifications described herein. An original and one copy of the capability statement must be received in the NCI Office of Acquisitions on or before 11:00 AM EST on September 6, 2011. All questions must be in writing and can be faxed (301) 402-4513 or emailed to Melissa Ward, Contract Specialist, at wardmr@mail.nih.gov. A determination by the Government not to compete this proposed contract based upon responses to this notice is solely within the discretion of the Government. Information received will be considered solely for the purpose of determining whether to conduct a competitive procurement. In order to receive an award, contractors must have valid registration and certification in the Central Contractor Registration (CCR) www.ccr.gov and the Online Representations and Certifications Applications (ORCA), http://orca.bpn.gov. No collect calls will be accepted. Please reference solicitation number NCI-1101561-MW on all correspondence.
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