HITLAB, a private healthcare innovation and teaching lab in New York City, is seeking a high-quality marketing agency to develop a multi-focused communications strategy to promote the HITLAB Innovators Summit & World Cup (HCIWC) on December 3-4, generate press coverage, promote key sponsors and position HITLAB as an innovative, solutions-focused incubator, collaborator, and developer.

1. Public Relations and Media Strategy Request for Proposal
April 30, 2015
PROJECT OVERVIEW
HITLAB, a private healthcare innovation and teaching lab in New York City, is seeking a high-
quality marketing agency to develop a multi-focused communications strategy to promote the
HITLAB Innovators Summit & World Cup (HCIWC) on December 3-4, generate press coverage,
promote key sponsors and position HITLAB as an innovative, solutions-focused incubator,
collaborator, and developer.
HITLAB OVERVIEW
HITLAB strives to improve healthcare access, quality, and affordability worldwide with
innovative tools and technologies. In partnership with others whose missions align with ours, we
ideate, create, and evaluate inventive solutions to pressing problems.
Our unique team – with expertise in numerous technical and therapeutic fields – tackles each
project with creative energy and scientific rigor. Ever alert to the latest developments in
healthcare technology, we offer strategic, real-world insights that drive the diffusion of
healthcare innovation.
Every study, program, and product we produce is designed ethically and efficiently for positive
impact on health. In addition, we are determined to cultivate innovation throughout the
healthcare community by educating students, executives, and others with publications, annual
events (HITLAB Innovators Summit and HITLAB World Cup), and curricula (bi-monthly public
talks).
For more information about HITLAB, please visit our website at www.hitlab.org
CURRENT SITUATION
HITLAB began as an informal working group for academics and students in public health and
healthcare informatics, focused on developing new technologies and approaches to address
global healthcare needs. In the past few years, we have evolved into a full-service healthcare
innovation laboratory, specializing in data analysis, mobile health, and product development and
evaluation for foundations, government agencies, start-ups, corporations, universities and
hospitals.
On December 3-4, 2015 HITLAB will host its second annual Innovators Summit and third annual
World Cup (a health tech competition). We aim to promote our work as innovators and set our
brand apart from an already crowded field of healthcare technology conferences.
HITLAB RFP HICWC 2015, Page 1

2. This unique event provides access to cutting-edge global healthcare innovations, gathering
experts and investors in the health, technology, and design industries to address challenges, spur
innovation, and discover the next generation of healthcare leaders and companies.
PROJECT SCOPE
Define Event Message and Audience for Press and Marketing Materials
Effectively communicate the event’s mission and capabilities with its core and desired
audiences
Phase One: Discover
• Interview key stakeholders to understand their perception of the event
• Review portfolio of last year’s event and media coverage
• Determine HITLAB’s current core audience and desired event audience
Phase Two: Develop messages for specific audiences
• Collaborate with key stakeholders to craft succinct, compelling and relevant message(s)
to incorporate discovery findings
• Create a target audience list organized into specific categories (e.g., sponsors,
attendees, press (national and international), university/college press and trade outlets)
and subsets (e.g., health IT, developers, general interest/consumer, etc.)
• Create several core elevator pitches for review
Phase Three: Finalize
• Discuss and finalize elevator pitches/key messages, and target audience list with event
leaders
Create a Media Strategy
Promote the HITLAB Innovators Summit & World Cup and generate media coverage
Phase One: Develop Pitches for print, online, social media, and broadcast outlets –
Research and assemble necessary facts & information for pitches
• Determine with event leaders newsworthy and topical aspects of the event
• Brainstorm and create audience-specific pitches (e.g., trade and consumer, daily and
monthly media outlets, healthcare and technology reporters, VC and business
publications, etc.)
• Write general HITLAB pitches based on trending topics
• Work with event team members to develop content to post on opinion outlets
• Where possible highlight the thought-leadership of our sponsors
• Promote successes of prior winners; position HITLAB as a source for the latest in
innovation
HITLAB RFP HICWC 2015, Page 2

3. Phase Two: Identify key media outlets, journalists, and speaking opportunities -
ONGOING
• Determine appropriate media outlets and reporters for interviews, pre- and post-event
coverage, and HITLAB features
• Create a master press list that includes freelancers, bloggers, international press,
university and college press, and trade outlets
• Identify upcoming events and reporter queries covering healthcare, technology, and
product design
• Create and regularly update the editorial calendar for post-event coverage (long lead)
Phase Three: Pitch & Promote - ONGOING
• Contact key reporters, bloggers, and story editors across a broad spectrum of outlets for
specific pitches
• Submit event announcement and product releases to wire services
• Propose HITLAB team leaders, Summit sponsors and speakers for interviews and
speaking engagements
• List HITLAB events in relevant media outlets
• Develop catchy and informative tweets, infographics, and blog posts to promote the
event and HITLAB
• Develop engaging tweets with the HCIWC’s previous participants to highlight the
competition’s impact on their businesses
• Tell real stories about the power and uniqueness of the HCIWC’s value on previous
participants and for the industry
REQUIRED DELIVERABLES
• Press release development and distribution- minimum of 6 press releases
• Media alerts- ‘’ to the number of sponsors and speakers gained [estimate 30 total]
• Media/analyst relations
• Article development and placement – 12 articles placed
• Identification, pitching and leverage of speaking opportunities – minimum of 20 story
pitches
• Marketing and event support
o Videos – minimum of 5 videos
• Press materials
• Executive briefing materials
• PR results measurement and reporting
OUTCOMES MEASUREMENTS
• Strategic counsel and planning assessment
• Based on articles and stories that place HITLAB at the head of healthcare innovation,
average at least 2 placements identified media outlets per month
• Positive sponsor and participant feedback
• Sponsor companies leverage research/stories to communicate key messages to their
audiences
HITLAB RFP HICWC 2015, Page 3

4. • Enhance press relations and story pick-up in major media outlets
• Increased media as evidenced through press clippings and digital media analysis
• Re-posting/re-tweeting of messages as evidenced through Google Analytics and
tracking reports
PROCESS TIMELINE
• RFP Released : April 30, 2015
• RFP Questions Due: 1 week following --
• RFP Responses Due: 2-3 days following --
• Finalists Determined:
• Final Decision:
BUDGET
Up to How much?
PROPOSAL REQUIREMENTS (DIGITAL FORMATS ONLY - .DOCX, .PDF, .PPTX)
Proposal requirements (Digital formats only - .docx, .pdf, .pptxz
1. Company name, mailing address, telephone number, contact person and their email and
phone number
2. A summary describing the agency’s or contractor’s understanding of the project and
HITLAB’s target audience, potential reach
3. A brief statement explaining why the agency or contractor would be a good fit for this
project
4. A proposed approach and description of the necessary experience, skills and abilities to
accomplish the project’s scope of work
5. A portfolio of the agency’s work in healthcare and technology, including one detailed
example of a similar campaign
6. A proposed budget, detailing costs for each step for each deliverable and what is
covered within those costs and any services and materials not included
7. A description of the project team and designated contact person, including resumes for
project leads and possible subcontractors
HITLAB RFP HICWC 2015, Page 4

5. BASIS FOR AWARD
Basis for award of contract:
- General project understanding as evidence by plan submitted: 40%
- Cost: 40%
- Experience with association and/or industry: 20%
PROCESS TIMELINE
• RFP Released : April 30, 2015
• RFP Questions Due: 2-3 days of receipt
• RFP Responses Due: 0-1 day following receipt
• Finalists Determined:
• Final Decision:
DEADLINE
Please submit your proposal within 1 week of receipt
SUBMIT TO / CONTACT
Name: Andrea Miller
Direct Phone Number: 212-543-0100
Email: amiller@hitlab.org
Address: Mary Woodard Lasker Building
3960 Broadway
New York, NY 10032
Proposals will not be returned to senders
HITLAB RFP HICWC 2015, Page 5