RFP for Strengthening Counseling and Care for Young People (Pilot Phase) for Shops Plus India Project

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RFP - Strengthening Counseling and Care for Young People (Pilot Phase) for Shops Plus India Project

About the Organization:

Abt Associates Inc. is a mission-driven, global leader in research and program implementation in the fields of health, social and environmental policy, climate change, and international development. Known for their rigorous approach to solving complex challenges, Abt Associates is regularly ranked as one of the top 20 global research firms and one of the top 40 international development innovators. They have multiple offices in the U.S. and program offices in more than 40 countries.

About the SHOPS Plus, India project:

The Sustaining Health Outcomes through the Private Sector (SHOPS) Plus project in India is an initiative funded by the United States Agency of International Development’s (USAID) to increase the use of family planning (FP), maternal, neonatal and child health (MNCH) and tuberculosis (TB) treatment products and services among the urban poor by harnessing the potential of the private sector.

Description:

Abt Associates Inc. (Abt) invites qualified organizations to submit a technical and cost proposal for ‘strengthening contraceptive counseling and care for young people (pilot phase)’ The objective of component one activity is to improve counseling practices and promote the FP Helpline services to the service providers who are members of FOGSI (provider marketing) as well as to the consumers/ patients of the of service providers (in-clinic marketing). Agencies may bid for both or any of the two components. Abt may choose to fund the agency for one or both components. Abt has provisioned INR 2,200,000 for component one and 800,000 for component two (exclusive of applicable taxes).

Scope for the bidding agency:

The winning offeror will carry out the end to end promotion activities including (but not limited to) the following:

Component One: Increasing access and demand for counseling and helpline

1. Creative development: Within 14 days of contracting

• Design and roll out (deployment) of an engagement program with providers and patients including pilot introduction, onboarding and sustenance (to ensure that the interest does not wean off).
• Design/ adapt BCS counseling aids/ tools for providers as specified by SHOPS Plus and additional as identified by the agency post its review of the counseling process.
• Designing all provider and consumer directed communication and in clinic promotion materials leading to increase in numbers of calls over helpline
• Adapt appropriate tools and materials used by SHOPS Plus in the past for in-clinic promotion
• Propose ideas for recognizing doctors, who agree to use the counseling aids and promote the helpline.

2. Enrollment mechanism and distribution of collaterals: Over a 21 day period

• Design and roll out the pilot to 500 providers through a web/ digital based approach.
• Develop call flow to equip helpline counselor to clarify provider queries on the helpline and this specific initiative.
• Produce collaterals and give away’s / merchandise for providers and / or patients that reinforce messages on contraception.

3. Continued engagement with the provider and clinic to increase counseling and referrals/ calls to helpline: This will be executed over the life of the project, once the above two activities are completed.

• Advise on frequency and medium of communication for providers and consumers who visit the clinics of the providers, including digital approaches. In discussion with SHOPS Plus, facilitate continued engagement with providers using digital mediums like WhatsApp, email, out dialers, SMS.
• Advice on activities that could be executed at the clinic without any additional outside support eg. Virtual Reality based games or QR coded posters that lead to helpline micro-site on website of FOGSI that will be developed by the agency, if deemed necessary.

Component Two: Increasing demand for clinics associated with field testing of revised guideline on adolescent & youth friendly services

4. Generate demand among adolescent and youths for sexual and reproductive health services for the 30 doctors who will be identified for the field testing of the guidelines.

• Craft the communication strategy that could be a mix of interpersonal, school based or digital/ social media based to generate consultation with a provider at the clinic or virtually.
• Suggest ideas/ strategies to increase appeal of the 30 clinics among adolescents and youths and positive word of mouth.

Deliverables (detailed)

Component One:

• Communication strategy for a) enrolling providers to a) increase counseling using SHOPS Plus provided materials b) promote the helpline among providers c) promote helpline to patients visiting the clinics and d) sustaining provider interest to increase the number of patients referred by the provider to the helpline month-on-month
• Design Counseling Aids: -including Counseling start-up kit for which content will be provide by SHOPS Plus.
• Development of marketing collaterals: Indicate list of creative that can be looked for development in your proposal
• Enrollment/ sign up methodology will be proposed by agency.
• Ensure delivery of all collateral’s and activations (based on the materials proposed) to all the 500 enrolled providers.
• Execution of communication activities to sustain interest among providers, geared towards increasing referrals to helpline (post initial enrollment and distribution of communication materials)

Component two

• Finalize communication strategy to generate demand for adolescent and youth friendly SRH services
• Execute communication strategy to generate demand for adolescent and youth friendly SRH services

Common for both components

• Summary report of communication activities to sustain provider interest in counseling and generate clients for AYFS with recommendation for future scale up

Requirements from the agency at the proposal stage for the technical proposal

Agency Profile

• Relevant clients, products and work/campaigns over the past three years involving health care providers
• Annualized billings over the last 3 financial years
• Samples of prior work must be mentioned/provided (online as links)
• Any other relevant information

Personnel on the account:

• Overall team composition to handle all the components as stated in the RFP and meet the necessary requirements
• Details of full time or part time, consultants
• Any other relevant information

Partners

• If any portion of the work will be outsourced, give details of the agency you intend to engage. If you are yet to firm up the partnership at the time of the bidding, indicate the agencies that you are considering. Final award of the contract may be contingent on confirmation of the partnership

Component One

• Marketing cum communications strategy, approach and timeline for executing the counseling promotion aspect of the SOW. Identify ideas that will accelerate/ strengthen the counseling process. The proposal should detail how their strategy enables achievement of the various steps in the counseling process through digital, technology, paper based or other means or a combination of all.
• Creative concepts and ideas for providers and patient directed communication
• Overall 'look' of the counseling and helpline promotion campaign (including key visuals, name, color template, fonts, etc.)
• Projections on number of calls that will be generated per month during the period of performance1

Component two

• Marketing cum communication strategy to promote 30 clinics that provide adolescent and youth friendly SRH services.
• Execution plan to promote 30 clinics

Deadline: 14th December, 2020 (by 11:59pm IST)

Cost proposal Template Strengthening Counseling & Care for young people is available here

For more information please check the Link