NIH RCDC Public Information Campaign

The Challenge: Develop the NIH Research, Condition, and Disease Categorization (RCDC) Public Information Campaign.

The NIH supports research projects nationwide through government-funded grants. For decades, the NIH used a composite approach to report this funding, which included individual reports from each of its 17 Institutes and Centers. When the NIH Office of the Director determined the need to implement a new reporting system, the Research, Condition, and Disease Categorization (RCDC) process, NIH requested that JVR Communications provide communications counsel.

The JVR Solution: Plan and conduct the RCDC public information campaign.

The purpose of the RDC public information campaign was to introduce and explain the new NIH categorization process to Congress, advocacy organizations, academic medical institutions, and other external groups interested in the NIH’s funding streams.

JVR conducted formative research to learn what NIH communications directors and public liaison officers needed to know about the new reporting system. Based on the research findings, JVR drafted talking points and core campaign messages. Then we conducted one-on-one interviews with advocacy group representatives to determine their information needs and identify credible channels for reaching external audiences. We pretested and refined campaign messages; wrote web content; conducted a web survey to test the RCDC public website usability and comprehension of web content; wrote and edited the premier issues of Fingerprint News, the campaign e-newsletter disseminated to NIH staff; planned and conducted a series of RCDC “Open Houses” for external audiences, where NIH spokespersons presented specifics about the RCDC project and responded to audience questions; conducted and analyzed evaluations of the open houses; analyzed web trends reports about the RCDC public website; and planned and conducted a series of webinars targeted to the external audience, including the official “soft” launch of the new RCDC process.

The Outcome: The RCDC public information campaign garnered widespread support from the NIH’s external audiences, and NIH recognized JVR’s contributions to the success of this national outreach effort.

Services Delivered: strategic communications planning,qualitative marketing research,data compilation and analysis,social marketing,analytical reporting,message and materials development and pretesting,web content development,technical writing and editing,evaluation