[Federal Register: April 15, 2008 (Volume 73, Number 73)]
[Notices]
[Page 20297-20304]
From the Federal Register Online via GPO Access [wais.access.gpo.gov]
[DOCID:fr15ap08-86]
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DEPARTMENT OF HEALTH AND HUMAN SERVICES
Centers for Disease Control and Prevention
Statement of Organization, Functions and Delegations of Authority
Part C (Centers for Disease Control and Prevention) of the
Statement of Organization, Functions, and Delegations of Authority of
the Department of Health and Human Services 45 FR 67772-76, dated
October 14, 1980, and corrected at 45 FR 69296, October 20, 1980, as
amended most recently at 73 FR 6728, dated February 2, 2008, is amended
to reflect the reorganization of the National Center for Health
Marketing, Coordinating Center for Health Information and Service,
[[Page 20298]]
Centers for Disease Control and Prevention.
Section C-B, Organization and Functions, is hereby amended as
follows: Delete in their entirety the functional statements for the
National Center for Health Marketing (CPB), and insert the following:
National Center for Health Marketing (CPB). The mission of the
National Center for Health Marketing (NCHM) is to protect and promote
the public's health through collaborative and innovative health
marketing programs, products, and services that are customer-centered,
science-based, and high-impact.
In carrying out its mission, NCHM: (1) Ensures the Centers for
Disease Control and Prevention (CDC) has the necessary marketing and
prevention research data to develop information, interventions, and
programs that respond to customers' needs, values, and uses; (2)
develops and evaluates rigorous research-based strategies for providing
information, programs, and services; (3) develops and tests
communication messages and programs for public and professional
audiences; (4) ensures that CDC risk and emergency communication
messages are effectively delivered to targeted audiences; (5) works
collaboratively to manage the CDC brand and ensures the CDC brand/
identity is promoted throughout all CDC marketing/communication
channels; (6) provides value added cross-cutting scientific support to
ensure the best available public health science is rapidly and reliably
translated into effective practice and policy; (7) ensures efficient,
focused use of CDC's expertise and mechanisms for delivering health
information and services; (8) ensures customers have effective, real-
time access to needed health and safety information, interventions, and
programs through communication channels they prefer; (9) delivers CDC
information and services to the public; (10) ensures effective
strategic partnerships and alliances to extend CDC's reach; (11)
increases public awareness and partner actions to enhance the public
health infrastructure; (12) helps people understand public health and
its relevance and value to people across all life stages; (13) fosters
the development and/or improvement of methods by which the partnership
of federal, state, and local public health agencies can assure the
coordinated and effective establishment of priorities and responses to
public health problems; (14) maintains a forum for communication,
coordination, collaboration, and consensus among the National Centers
(NC) of CDC, public agencies, and private organizations concerned with
ensuring the quality of public health practice; (15) works
collaboratively with academic institutions, especially schools of
public health and departments of preventive medicine, to develop and
evaluate all aspects of marketing and communication elements; (16)
provides a central service for consultation, design, production, and
evaluation of media and instructional services to support CDC's
delivery of public health messages; (17) manages marketing-related
shared services and in carrying out the above functions, collaborates,
as appropriate, with other Coordinating Centers/Coordinating Offices
(CC/CO), NCs, and Staff Offices (SO) of CDC; (18) oversees the
management, development, implementation, and evaluation of CDC's
primary Web site, http://www.cdc.gov and serves as a CDC-wide resource
for communication technologies design, usability, and maintenance; (19)
leads CDC's e-health marketing/communication efforts; and (20) leads
NCHM efforts to apply new technologies, social networks, virtual
worlds, and other new/emerging technologies to develop, enhance,
maintain and deliver CDC information.
Office of the Director (CPB1). (1) Manages, directs, coordinates,
and evaluates the activities of NCHM; (2) develops goals and objectives
and provides leadership, policy formation, scientific oversight, and
guidance in program planning, development, and integration; (3)
coordinates assistance and oversight provided by NCHM to other CDC
components, federal, state, and local government agencies, and the
private sector; (4) chairs the CDC Excellence in Marketing Committee;
(5) provides leadership and coordination for NCHM crosscutting programs
including Global Health Marketing, Emergency Preparedness, Client and
Collaborator Relations, and other center and agency-wide priority
programs; (6) establishes, administers, and coordinates CDC's health
communication and marketing policies to ensure communication efforts
reflect the scientific integrity of all CDC research, programs, and
activities, and information is factual, accurate, and targeted toward
improving public health; (7) oversees NCHM-wide administrative and
program services, and coordinates or assures coordination with the
appropriate CDC offices on administrative and program matters; (8)
promotes, stimulates, conducts, and supports research on health
communication topics of CDC-wide interest; (9) maintains liaison with
officials from the Department of Health and Human Services (HHS), other
federal and state public health agencies, and non-profit and voluntary
health agencies to coordinate health communication programs of mutual
interest and concern; (10) manages and coordinates staff professional
development trainings related to health marketing and health
communication; (11) provides leadership and coordination for NCHM
client and collaborator relationship activities; (12) manages and
coordinates HHS clearance for CDC communications and marketing programs
and related products, and Office of Management and Budget (OMB)
clearance submissions for marketing and communication research; (13)
develops new mechanisms for agency-level communications with the public
including the CDC-INFO hotline and e-mail response systems, CDC
publications system, electronic journals and newsletters, and
subscription e-mail systems; and (14) establishes and manages a
unified, comprehensive, high-quality CDC presence at selected public
health conferences and health expositions.
Business Services Office (CPB13). (1) Provides leadership,
oversight, and guidance in the management and operations of NCHM's
programs; (2) plans, coordinates, and provides administrative
management support, advice, and guidance to NCHM, in the areas of
fiscal management, personnel, travel, and other administrative
services; (3) coordinates the development of the NCHM annual budget
submission and spending plans; (4) directs and coordinates the
activities of the office; (5) conducts management analyses of NCHM
programs, resources, and staff to ensure optimal utilization of
resources and accomplishment of program objectives; (6) plans,
allocates, and monitors NCHM resources; (7) maintains liaison and
collaborates with other CDC components and external organizations in
support of NCHM management and operations; (8) plans, allocates, and
monitors NCHM-wide administrative resources; (9) works closely with
other federal agencies involved with NCHM interagency agreements; (10)
coordinates NCHM requirements relating to procurement, materiel
management, and interagency agreements; (11) develops and implements
administrative policies, procedures, and operations, as appropriate for
NCHM, and prepares special reports and studies, as required, in the
administrative management areas; (12) provides coordinated services to
[[Page 20299]]
NCHM for all internal conference/meeting management; and (13)
collaborates, as appropriate, with the CDC Office of the Director,
other CDC offices, domestic and international agencies and
organizations in carrying out the above functions.
Extramural Services Activity (CPB132). (1) Performs administrative
management functions for extramural programs which are linked to
research and non-research activities of NCI-IM and other CC/COs that
utilize NCHM's and/or CCHIS's extramural mechanisms; (2) provides
expertise in the funding and administration of extramural activities,
including grants, cooperative agreements and contracts; (3) triages
linked research projects and solicits peer review services from the
Office of the Chief Science Officer; (4) conducts annual program
planning activities and plans the award process cycle with NCHM, other
CC/CO/NCs and PGO staff, (5) serves as the primary point of contact
with PGO; (6) provides technical consultation on HHS and CDC/PGO grant
and cooperative agreement policy and regulations; (7) provides fiscal
management and stewardship of selected grants, contracts, and
cooperative agreements; and (8) coordinates NCHM requirements relating
to selected contracts, grants, cooperative agreements, and reimbursable
agreements.
MMWR Office (CPB14). (1) Manages the MMWR series of publications
including the MMWR Recommendations and Reports, CDC Surveillance
Summaries, and Annual Summary of Notifiable Diseases; and (2) develops,
plans, coordinates, edits, and produces the MMWR series, including the
MMWR Recommendations and Reports, CDC Surveillance Summaries, and
Annual Summary of Notifiable Diseases.
Health Communication Science Office (CPB15). The Health
Communication Science Office (HCSO): (1) Serves as the principal
advisor to the CO/NC director on communication and marketing science,
research and practice, (2) leads respective CO/NC strategic planning
for communication and marketing science programs and projects; (3)
serves as key focal point for integrating CO/NC communications/health
messages into cohesive marketing campaigns targeted to defined
audiences to advance CDC's health protection goals; (4) collaborates
with other CO/NC in the development of marketing communications
targeted to populations within certain life stages or who would
otherwise benefit from a cross-functional approach; (5) ensures use of
scientifically sound research for marketing and communication programs
and projects; (6) serves as liaison to internal and external groups
(this function does not apply to the National Center for Health
Statistics [NCHS]); (7) develops and manages relationships with
internal and external partners and customers (this function does not
apply to the National Center for Environmental Health Agency for Toxic
Substances and Disease Registry nor to the NCHS); (8) ensures accurate,
accessible, timely, and effective translation of science for use by
multiple audiences (this function does not apply to NCHS); (9) leads
identification and implementation of information dissemination channels
(this function does not apply to NCHS); (10) supervises and manages
HCSO activities, programs, and staff; (11) leads audience segmentation
research; (12) analyzing context, situation, and environment to inform
Center-wide communication and marketing programs and projects; (13)
develops and manages clearance systems (this function does not apply to
NCHS); (14) provides training and technical assistance; (15)
collaborates on health media production, including graphics and
broadcast production; (16) provides project management expertise (this
function does not apply to NCHS); (17) collaborates on CDC brand
management activities; (18) collaborates with CDC media relations staff
to ensure consistent and timely translation of center-specific health
information to multiple audiences (this function does not apply to
NCHS).
The following functions (19-21) apply only to the National Center
for Environmental Health Agency for Toxic Substances and Disease
Registry: (19) collaborates with external organizations and the news,
public service, and entertainment and other media to ensure that
effective findings and their implications for public health reach the
public; (20) collaborates closely with Divisions to produce materials
designed for use by the news media, including press releases, letters
to the editor, public service announcements, television programming,
video news releases, and other electronic and printed materials; (21)
coordinates the development and maintenance of center/agency-wide
information systems through an internet home page.
The following functions (22-23) apply only to the National Center
for Health Statistics: (22) serves as the liaison to internal and
external groups for health marketing activities; and (23) provides
project management expertise for health marketing activities.
Division of Health Communication and Marketing (CPBC). (1) Provides
leadership in the development of CDC's priorities, strategies and
practices for effective health communication and marketing to a wide
range of target audiences; (2) provides a CDC-wide forum for the
sharing of health communication and marketing information;
collaboration across programs; and discussion, development and
implementation of health marketing policies and practices; (3) assists
the CC/CO/NC/SOs of CDC in conducting formative, process and outcome
research, and evaluation of specific applications of health
communication and marketing in program areas; (4) assists the CC/CO/NC/
SOs in identifying appropriate target audiences and messages; (5)
assists the CC/CO/NC/SOs and their constituents in identifying and
building expertise and state-of-the-art technology, logistical support,
and other capacities required for effective health communication and
marketing; (6) systematically conducts, collects, assesses and
disseminates health communication and marketing research, evaluation
results, and information on trends and emerging issues; (7) provides
leadership for and ensuring coordination of risk, emergency, and
terrorism communication; and (8) conducts evidence-based reviews of
effective community health interventions.
Office of the Director (CPBC1). (1) Develops, manages, directs, and
coordinates the implementation of strategic priorities and programmatic
activities for the division; (2) establishes division goals and
objectives; (3) provides oversight and coordination for division
activities including personnel, budget, and administrative functions;
(4) advises the directors of NCHM, CCHIS, CDC, and other CC/CO/NC/SOs
on all matters related to health communication and marketing; (5)
ensures CDC health marketing and communication activities follow policy
directions established by the HHS Assistant Secretary for Public
Affairs; (6) provides leadership in the development of CDC's
priorities, strategies, and practices for effective health
communication and marketing activities; (7) establishes strategy and
oversight for emergency and risk communication efforts; (8) produces
periodic reports and publications; (9) serves as point of contact and
is responsible for agency and CC/CO/NC coordination for established
programmatic activities as well as new initiatives; and (10) provides
scientific leadership and guidance to the division.
Marketing and Communication Strategy Branch (CPBCB). (1) Provides a
broad range of support for consultation,
[[Page 20300]]
coordination, and development of health communication and marketing
program efforts across the agency; (2) identifies and pursues
opportunities for bundling, embedding, and joint dissemination of CDC
information to more effectively reach audiences; (3) monitors and
refines strategies and messages based on evaluation and feedback
mechanisms; (4) consults on conceptualizing, developing, planning,
executing, and evaluating CDC health marketing and communication
activities and campaigns, media buys, Public Service Announcements
(PSA), and other CDC information; (5) establishes measures of success/
effectiveness of CDC communication efforts and provides guidance to CDC
programs on applying these measures; (6) ensures analytic function for
interpretation of data from centralized marketing databases, sources of
environmental scanning, and communication literature for use in
development and implementation of strategies for communication
activities; (7) provides an integrated marketing perspective to data
collection and CDC data resources, using data from various sources to
develop a more complete picture of the public and its health concerns/
interests and to address cross cutting issues; (8) provides for
efficient, agency-wide access to consumer-oriented databases that can
help support public health marketing; (9) sponsors/initiates original
health communication and marketing research; (10) manages a repository
of CDC and external research on the effectiveness of programs and
interventions (both for public and sector audiences), and promotes the
use of such evidence throughout CDC; (11) ensures that the content of
CDC scientific communications is accessible (available, understandable,
actionable) to audiences that may have specific health literacy needs;
(12) identifies and implements strategies for health literacy and
multilingual translation and delivery of CDC information tailored to
specific audiences for maximum health impact; (13) tailors science-
based information to specific audiences based on the knowledge,
literacy levels, and language, culture, interests, and level of
scientific sophistication of those audiences; (14) identifies and
implements strategies for translation and delivery of CDC information
to key targeted audiences for maximum health impact; (15) directs,
develops, and/or collaborates on channels for reaching the public with
health messages that positively impact health; and (16) provides for
systematic mechanisms for gaining public input on health issues and
priorities (e.g., advisory mechanisms, focus groups, polling,
legislative and media tracking) and for the systematic application of
knowledge gained from such input into agency decision making.
Emergency and Risk Communication Branch (CPBCC). (1) Identifies and
implements strategies for translation and delivery of CDC's risk and
emergency communication messages to key targeted audiences for maximum
health impact; (2) monitors, evaluates, and refines risk and emergency
communication messages and channel selection, content, and use based on
feedback mechanisms; (3) evaluates the reach and effectiveness of CDC's
risk and emergency communication messages and products; (4) ensures the
content of CDC's risk and emergency communication messages are
accessible (available, understandable, actionable) and disseminated to
the public and target audiences; (5) tailors science based information
related to risk and emergency communication messages for key sector
audiences using knowledge of the interests and level of scientific
sophistication of those audiences; (6) manages, evaluates, and
coordinates with selected/major channels CDC uses to push risk and
emergency communication messages outward (e.g., media, distance
learning, broadcast/satellite capability, messaging through Health
Alert Network and the clinician registry, postings on the CDC website,
and community and partner outreach); (7) manages and evaluates the
content during national emergencies or terrorism events on selected/
major channels the public uses to contact CDC (e.g., Internet, phone
hotlines, public exhibition areas); (8) provides an integrated
marketing perspective to risk emergency communication messages data
collection and CDC data resources, using data from various sources to
develop a more complete picture of the public and its health concerns/
interests; (9) provides for systematic mechanisms for gaining public
input on risk and emergency communication messages (e.g., advisory
mechanisms, focus groups, polling, legislative inquiries, and media
tracking), for getting customer feedback on CDC programs (Web site and
800 number feedback, user surveys, feedback from partners, media
tracking), and for the systematic application of knowledge gained from
such input into agency decision making; (10) sponsors/initiates
original research related to risk and emergency communication messages
on customer needs and interests; needs and interests of key sectors and
partners; audience segmentation; and approaches to bundling and
packaging of CDC offerings; and (11) develops and manages selected
channels to deliver national emergency and terrorism-related messages.
Community Guide Branch (CPBCD). (1) Convenes and supports the
independent Task Force on Community Preventive Services, which develops
evidence-based recommendations for the use or non-use of population-
based health interventions; (2) produces and promotes the use of the
Guide to Community Preventive Services (aka Community Guide) which is a
compilation of the systematic reviews, evidence-based recommendations,
and research needs related to best public health practices; (3)
performs evidence reviews of the efficacy and effectiveness of
prevention activities not associated with the Community Guide; (4)
assists CDC and other federal and non-federal partners in
understanding, using, refining, and communicating methods for
conducting systematic reviews; (5) assists CDC and other federal and
non-federal partners in linking reviews of evidence to guidelines
development and/or program implementation; (6) coordinates and manages
large and diverse teams of internal and external partners in the
systematic review process; (7) coordinates and manages a working group
of CDC, HHS, and nongovernmental partners to develop and/or refine
methods for conducting systematic reviews; (8) provides consultations
for implementing Community Guide recommended strategies; (9)
coordinates and manages a working group of CDC, HHS and nongovernmental
partners to diffuse Community Guide reviews, recommendations, and
research needs to appropriate audiences throughout the U.S. health care
and public health systems; (10) participates in the development of
national and regional public/private partnerships to enhance prevention
research and the translation of evidence into policy and action; (11)
conducts selected scientific evaluation of the center or division-
related prevention activities; (12) communicates the Community Guide
reviews, recommendations, and research needs beyond the Morbidity and
Mortality Weekly Report (MMWR) and the American Journal of Preventive
Medicine/AJPM, publications via other journals, books, the world wide
Web, and other media; (13) designs and conducts programmatic, process
and outcome evaluation strategies for all stages of development and
diffusion of the Community Guide; and (14) assists
[[Page 20301]]
in making recommendations for prevention and policy decisions.
Division of Partnerships and Strategic Alliances (CPBD). (1)
Provides leadership in the development and coordination of high-
priority partnerships and sets strategy and goals for working with
private and public partnership sectors including business, health care,
education, federal agencies, and faith and community organizations, the
public health community, especially state and local health
organizations and their regional and national affiliate organizations,
and emergency planning, preparedness, and response partners; (2)
identifies critical cross-CDC relationships to maximize CDC's success
in achieving priority health goals; (3) develops protocols for
partnership ``triage'' to ensure timely and effective coordination; (4)
serves as the agency-level contact on significant issues for major
partners, or priority target partners; (5) provides leadership in
building strategic relationships with new partners and extending the
range of existing partnerships; (6) develops and maintains a database
for high-priority, cross-cutting relationships; (7) provides leadership
in developing systematic mechanisms for gaining public and private
sectors and public health systems' input on health issues and
priorities; identifies and pursues opportunities for broadening the
range of approaches used by programs; (8) provides leadership in
identifying and implementing strategies for effective delivery of CDC
information to key sector and public health systems' audiences; (9)
provides targeted, science-based information for key sector audiences;
(10) provides leadership in the development of new mechanisms for
agency-level communications with specific sectors; (11) leads partner
teams in Director's Emergency Operations Center (DEOC) for emergency
planning, response, and recovery; (12) coordinates field assignees for
public health systems and partnerships; and (13) manages program
management and project officer coordination for all partnership
cooperative agreements including those applications submitted under
cross-cutting CDC umbrella cooperative agreements.
Office of the Director (CPBD 1). (1) Manages, directs, and
coordinates the research agenda and activities of the division; (2)
maintains partnership coordination database and directory; (3) develops
strategy and planning, and provides leadership and guidance on
strategic planning, policy, program and project priority planning and
setting, program management and operations for agency-wide CDC
partnerships; (4) identifies and prioritizes partnership sectors; (5)
establishes division goals, objectives, and priorities; (6) monitors
progress in implementation of projects and achievement of objectives;
(7) provides management, administrative, and support services, and
coordinates with the NCHM OD on program and administrative matters; (8)
leads and supports the Excellence in Partnership Committee,
representing the various CDC Centers and coordinating agency-wide
partnership activities; (9) provides liaison on partnerships with other
CDC organizations, other governmental agencies, private organizations,
and other outside groups; (10) provides scientific leadership and
guidance to the division; (11) leverages partner relationships to
improve CDC's translation of science and research to practice; (12)
leads activities to improve partner engagement as a means of informing
CDC's science and practice; (13) collaborates with the CDC Foundation
in its activities with businesses and business organizations; (14)
assesses partners' needs and opportunities to enhance health
protection; (15) coordinates and/or collaborates on CDC representation
on HHS Healthy People 2010 and 2020; and (16) provides oversight for
program management and project officer coordination for all partnership
cooperative agreements including those applications submitted under
cross-cutting CDC umbrella cooperative agreements.
Public Health Partners and Coordination Branch (CPBDB). (1)
Provides leadership within CDC, with national public health
organizations, and with governmental public health agencies to promote
and support effective national partnerships for health promotion and
disease prevention; (2) supports program management and project
officers for all partnership cooperative agreements including those
applications submitted under cross-cutting CDC umbrella cooperative
agreements; (3) advises CC/CO/NC/SOs on program activities that
strengthen the nation's public health system through effective linkages
with governmental public health agencies and national public health
organizations; (4) supports and encourages public health systems
research aimed at strengthening the public health system with
particular emphasis on optimizing performance of governmental public
health agencies; (5) monitors and evaluates the nation's public health
system with regard to emerging issues, system effectiveness and
progress on achieving CDC's and the nation's public health goals; (6)
provides knowledge and science based information critical to the
effectiveness of the governmental public health systems to public
health agencies; (7) provides leadership to CDC field staff in
encouraging strong public health system capacity and partnerships; (8)
establishes and maintains program linkages with the Office of Workforce
and Career Development and the Office of the Chief of Public Health
Practice to facilitate systems development; and (9) staffs the partner
teams in the DEOC partner desk.
Private/Public Partner Sectors Branch (CPBDC). (1) Assures private
and public sector, and state and local health organization management
support in the selection, prioritization and implementation of CDC
goals; (2) leverages partner relationships to improve CDC' s
translation of science and research to practice; (3) supports
activities to improve partner engagement as a means of informing CDC's
science and practice; (4) provides leadership to CDC and other
organizations to promote and support effective partnerships for health
promotion and disease prevention in all partnership sectors; (5)
provides leadership and supports CDC's activities related to business
and worker organizations, public and private purchasers of health care,
consumers, health care consultants, academic institutions, and others;
(6) assists in coordinating support for CDC's interactions with
business collaboration partners; (7) directs, coordinates, and
evaluates critical CDC activities with major components of the health
care sectors; (8) serves as a focal point for developing public and
private sector communications on health care issues relevant to CDC's
goals; (9) supports the collaboration with the CDC Foundation in its
activities with businesses and business organizations; (10) establishes
data systems and knowledge required to support public private
alliances; (11) coordinates collaborative activities of the branch with
other NCs, federal agencies, professional societies, and private health
organizations; (12) assures ongoing, effective communication between
the CDC and key educational organizations on issues related to the
nation's health; (13) represents CDC to private sector organizations
such as the Joint Commission on Accreditation of Healthcare
Organizations, the National Quality Forum, the National Committee for
Quality Assurance, the Quality Interagency Coordinating Task Force, the
National Quality Report, the
[[Page 20302]]
Institute for Healthcare Improvement, and others; (14) assists
educational organizations in implementing health interventions to
reduce high-priority health risks among student populations; (15)
collaborates with other components of CDC, Public Health Service, and
HHS, the U.S. Department of Education and other federal agencies;
national professional, voluntary, and philanthropic organizations; and
international agencies and other organizations as appropriate; (16)
provides a federal partner interface with CDC; (17) builds networks and
partner relationships; (18) provides leadership and support to CDC's
activities related to foundations, faith, and community organizations,
their constituencies, and others; and (19) provides access for faith-
and-community-based organizations to compete for federal funds
supporting delivery of public services, including health-related
services.
Division of Electronic Health Marketing (CPBG). (1) Supports NCHM
and CDC through the creation, design, development, and evaluation of
effective communication technologies that enhance the presentation and
distribution of CDC's products and services; (2) assists CDC
information developers in planning, designing, usability testing, and
maintaining Web sites, mobile applications/devices, and other
communication technologies; (3) provides leadership and management for
CDC's Web site (http://www.cdc.gov) and provides overall management,
guidance, and direction for CDC Web sites and other communication
technologies; (4) develops a common user interface for CDC Web sites
and ensures CDC branding across CDC's sites and other electronic
products/services; (5) provides leadership for CDC-INFO, CDC's
telephone, e-mail, and fulfillment services center; (6) conducts and
supports research in user experience and communication technology areas
in collaboration with other CDC/HHS organizations; (7) creates and
distributes tools, standards/guidelines, and other resources to assist
CDC information developers in designing usable, useful, and accessible
Web sites and other communication technologies; (8) leads, coordinates,
and/or supports the identification, evaluation, and implementation of
new communication technologies that are relevant to CDC's mission and
goals; (9) stays abreast of emerging and new communications
technologies and identifies appropriate ones to adopt; (10) provides
in-depth professional development in e-health and communication
technologies research, design, and evaluation to CDC staff/contractors;
(11) provides agency-wide leadership, coordination, and/or support of
CDC's presence in online social networks; and (12) leads, coordinates,
and/or supports online collaborations with partners.
Office of the Director (CPBG1). (1) Develops, manages, directs, and
coordinates the implementation of strategic priorities and programmatic
activities of the division; (2) establishes division goals and
objectives; (3) provides oversight and coordination for division
activities including personnel, budget and administrative functions;
(4) advises the directors of NCHM, CCHIS, CDC, and the CC/CO/NC/SOs on
all matters related to e-health marketing, new media, social networks,
and user experience; (5) ensures CDC's e-health activities follow
policy directions established by the HHS Assistant Secretary for Public
Affairs, OMB, and others; (6) provides leadership in the development of
CDC's priorities, strategies, and practices for effective e-health
marketing, new media, social networks, and user experience activities;
(7) produces periodic reports and publications; (8) serves as point of
contact and is responsible for agency, CC/CO/NC/SOs coordination for
established c-Health programmatic activities as well as new
initiatives; (9) provides scientific leadership and guidance to the
division; (10) serves as NCHIM liaison with the National Center for
Public Health Informatics and other CDC CC/CO/NC/SOs for e-health-
related activities; (11) collaborates with the Office of Workforce and
Career Development and others to provide in-depth training and
professional development in research-based communication technologies
design and development; (12) leads and coordinates CDC.gov's governance
bodies (CDC.gov Council, CDC.gov Executive Board, CDC.gov Executive
Committee, and related workgroups), and e-Health-related Communities of
Practice and work groups; and (13) provides oversight to CDC.gov and
CDC-de web efforts.
Digital Content and Marketing Branch (CPBGB). (1) Develops
policies, guidance, and best practices to improve the quality of
CDC.gov content and marketing activities; (2) coordinates CDC.gov
content and marketing activities with CDC NCs and other internal and
external organizations; (3) assists with planning, development,
deployment, and maintenance of a Content Management System for CDC.gov
and other CDC sites; (4) assesses CDC marketing priorities and ensures
those priorities are reflected on CDC.gov; (5) coordinates CDC's risk
and emergency communications via e-health communication channels; (6)
assists CDC CC/CO/NC/SOs with planning, designing, and evaluating
content and marketing efforts for CDC Web sites and other communication
technologies using research-based approaches/methodologies; (7) manages
CDC's primary Web site, http://www.cdc.gov, and provides overall
management, content coordination, technology coordination, site
maintenance and operations; (8) manages CDC-INFO, CDC's call center, e-
mail responses, and fulfillment contracts; (9) identifies gaps in
CDC.gov content and works with NCs to fill those gaps; and (10) markets
CDC's e-health products, services, and tools and reporting the results
of those marketing efforts.
Interactive Media and User Experience Branch (CPBGC). (1) Creates/
provides data collection tools to assess the broad range of user needs,
requirements, limitations, and satisfaction levels for CDC Web sites
and other communication technologies; (2) develops evidence-based
guidelines, templates, and tools to guide CDC information developers in
design/developing effective e-Health efforts; (3) identifies potential
communication technologies (hardware, software, and applications) and
determines their feasibility for application to CDC products and
services; (4) assists CDC CC/CO/NC/SOs in implementing relevant
emerging technologies and aiding in diffusing new technologies; (5)
evaluates emerging communication technologies; (6) provides user
centered design services (user data collection, prototype development,
iterative usability testing); (7) collects/analyzes user data/metrics
from communication technologies (Web usage statistics, online user
performance tools, user satisfaction tools, search logs, and other
sources) to assess system performance, usability, accessibility, and
usefulness; (8) oversees the development and management of a state-of-
the-art research/testing lab and training facility designed to research
and test new communication technologies, design ideas, and the
accessibility of older and newer software and technologies; (9) leads,
coordinates, and/or supports NCHM efforts to identify, evaluate the
feasibility of, and implement new and emerging communication
technologies that are relevant to CDC's mission and goals; and (10)
conducts and supports research in user experience, social networks, and
new media and interactive communication technologies
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in collaboration with other CDC/HHS organizations.
Division of Creative Services (CPBH). (1) Manages and utilizes
production facilities and resources to create effective programs for
delivery of CDC information to key target audiences; (2) collaborates
on development and production of communication campaigns, PSAs, and
other CDC information and services that are a high priority for the
agency and/or cross-cutting; (3) provides and manages CDC-wide services
including graphic design and production (e.g., documents, posters,
displays, visual presentations, etc.), writer editor services,
scientific and event photographic services, and mechanisms to reach
primary broadcast channels (e.g. broadcast, audio, and video); (4)
collects and/or facilitates distribution of graphic, digital, and
broadcast materials; (5) produces and collaborates on new broadcast
communication mechanisms (e.g. HHS TV, CDC TV, radio/TV broadcasting,
pod casting, web casting, and video-on-demand) for agency-level
communications with the public and partners to include selection and
promotion of content on selected channels and evaluation of its reach;
(6) provides oversight for broadcast delivery mechanisms for inbound
and outbound broadcast communications (e.g., press conferences,
interviews); and (7) researches and works with other agency programs to
develop new mechanisms to communicate with the public.
Office of the Director (CPBH1). (1) Develops, manages, directs, and
coordinates the implementation of strategic priorities and programmatic
activities of the division; (2) establishes division goals and
objectives; (3) provides oversight and coordination for division
activities including personnel, budget and administrative functions;
(4) sets up and implements tracking and triage system for managing
incoming requests for creative services as well as tracking progress in
accomplishing task objectives and overall division performance
measures; (5) develops and implements performance management measures
for the division; (6) establishes and maintains quality assurance
editing to ensure service and product quality are consistent with
outside industry; (7) overseas customer service performance for CDC-
wide service offerings; (8) manages project and information archives to
facilitate knowledge management and organizational efficiency; (9)
serves as point of contact for agency graphics and broadcast
capabilities and is responsible for agency wide coordination for
established graphics and broadcast programmatic activities and new
initiatives; (10) provides scientific leadership and guidance to the
division; and (11) manages the Global Health Odyssey, CDC's scientific
museum and learning center.
Client Services Branch (CPBHB). (1) Accepts, tracks, and triages
client requests for division services; (2) assigns all creative service
requests from across the agency to appropriate division branches or
teams; (3) manages and maintains an online request, work flow tracking,
and program service indicator system; (4) manages large or
multidisciplinary projects through a team of client service staff who
serve as the division's creative project coordinators with other
organizations within CDC; (5) gathers and monitors customer
satisfaction information and addresses concerns as necessary; (6)
monitors and manages performance, and evaluates and communicates
findings to the division leadership, CC/COs, and Chief Management
Officials for follow-up and potential action; (7) analyzes data about
services being provided to be used to determine budget, equipment,
staffing and training needs; (8) collaborates on the maintenance of the
Public Health Image Library, an internet archive of CDC's scientific
and historical photographs; and (9) provides scientific and event
photography.
Graphic Services Branch (CPBHC). (1) Coordinates agency-wide
graphics activities; (2) designs, develops, and produces graphic
illustrations, scientific posters, desktop presentations, conference
materials, brochures, newsletters, and exhibits; (3) provides high-end
medical illustration and art design for CDC products and services; and
(4) provides creative direction/leadership for graphics products to
ensure consistency with established agency guidelines and quality
standards set within the division.
Broadcast Branch (CPBHD). (1) Develops, produces and manages audio,
video, and multimedia health media; (2) provides agency-wide and global
communication capacity using state-of-the-art high-definition
broadcast, Webcast and emerging health media delivery channels on a
real time and/or recorded basis; (3) responsible for media asset
management of all broadcast video and audio programming developed
within CDC; (4) supports the communication needs of the CDC's DEOC to
assure response capacity and capability for emergency broadcasts; (5)
manages all CDC broadcast-grade audio and video production
requirements; (6) develops and delivers television programming, in
coordination with HITS, to deliver timely and accurate information to
improve health and safety for the U.S. public and around the world; (7)
provides in-house creation, duplication and format conversion of
products including VHS, S-VHS, DVD, CD-R, DAT, Mini-Dy, Betacam-SP,
Digital-Betacam, DVC Pro-HD and international formats such as PAL,
SECAM, SECAM-Il; (8) keeps abreast of changing video formats to ensure
CDC keeps pace; (9) provides audio-only production services including:
broadcast-grade, in-house audio production, audio-for-video, audio
sweetening, mixing and editing to picture, voice-over, narration,
format-conversions and delivery; (10) provides professional
consultation and support in the creation and production of emerging
health media transmission technologies; (11) develops and collaborates
on agency-wide communication products and processes through multimedia
and digital/electronic methods; (12) produces graphic elements for
national and international television broadcast programs, Web sites,
and interactive CD-Rom and DVDs using state-of-the-art or leading edge
technologies and expertise; (13) collaborates with other areas of NCHM,
particularly the Division of Electronic Health Marketing, in reviewing
potential communication technology; (14) provides audio/video
engineering design, installation, setup and maintenance for the
Division of Creative Services' facilities, CDC Director's press room,
DEOC and the Continuity of Operations Site as required; (15) manages
and provides leadership for the Public Health Training Network; (16)
manages and coordinates the Public Health Grand Rounds, a program to
disseminate the best practices in implementing public health
activities; and (17) develops and manages distance education and health
communication products to reach public health partners and
professionals in support of health priorities.
Writer Editor Services Branch (CPBHE). (1) Provides production
editing services for CDC's information products; (2) provides
production editing services for Morbidity and Mortality Weekly Report
(MMWR) publications, Emerging Infectious Diseases (EID) Journal, and
Preventing Chronic Disease (PCD) Journal; (3) provides substantive
editing services for CDC-authored written material; (4) provides copy
editing services; (5) provides proofreading services; (6) provides Web
editing services; (7) provides writing services, including research;
and (8) provides editorial
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consulting services, and training in writing and editing.
After item (11) of the functional statement for the Office of the
Director (CPC 1), National Center for Health Statistics (CPC), add the
following: (12) serves as primary liaison between NCHS and the National
Center for Health Marketing on communications and marketing science,
and its associated research and practice; and (13) releases and
disseminates all NCHS statistical products and related activities in a
mariner consistent with OMB Federal Statistical Agency Directive No. 4.
After item (17) of the functional statement for the Office of the
Director (CPE 1), National Center for Public Health Informatics (CPE),
add the following: (18) serves as primary liaison between NCPHI and the
National Center for Health Marketing on communications and marketing
science, and its associated research and practice.
After item (9) of the functional statement for the Office of the
Director (CTB 1), National Center for Environmental Health (CTB), add
the following: (10) serves as primary liaison between NCEH and the
National Center for Health Marketing on communications and marketing
science, and its associated research and practice.
Delete in their entirety the title and function statement for the
Office of Communications (CTB 12).
After item (9) of the functional statement for the Office of the
Director (CTC 1), National Center for Injury Prevention and Control
(CTC), add the following: (10) serves as primary liaison between NCIPC
and the National Center for Health Marketing on communications and
marketing science, and its associated research and practice.
Delete in their entirety the title and function statement for the
Office of Communication Resources (CTC 14).
After item (6) of the functional statement for the Office of the
Director (CUB 1), National Center on Birth Defects and Developmental
Disabilities (CUB), add the following: (7) serves as primary liaison
between NCBDDD and the National Center for Health Marketing on
communications and marketing science, and its associated research and
practice.
After item (10) of the functional statement for the Office of the
Director (CUC1), National Center for Chronic Disease Prevention and
Health Promotion (CUC), add the following: (11) serves as primary
liaison between NCCDPHP and the National Center for Health Marketing on
communications and marketing science, and its associated research and
practice.
After item (16) of the functional statement for the Office of the
Director (CVG1), National Center for Immunization and Respiratory
Diseases (CVG), add the following: (17) serves as primary liaison
between NCIRD and the National Center for Health Marketing on
communications and marketing science, and its associated research and
practice.
After item (14) of the functional statement for the Office of the
Director (CVH 1), National Center for Zoonotic, Vector-borne, and
Enteric Diseases (CVH), add the following: (15) serves as primary
liaison between NCZVED and the National Center for Health Marketing on
communications and marketing science, and its associated research and
practice.
After item (23) of the functional statement for the Office of the
Director (CVJ 1), National Center for HIV/AIDS, Viral Hepatitis, STD,
and TB Prevention (CVJ), add the following: (24) serves as primary
liaison between NCHHSTP and the National Center for Health Marketing on
communications and marketing science, and its associated research and
practice.
After item (10) of the functional statement for the Office of the
Director (CVK1), National Center for Preparedness, Detection, and
Control of Infectious Diseases (CVK), add the following: (11) serves as
primary liaison between NCPDCID and the National Center for Health
Marketing on communications and marketing science, and its associated
research and practice.
Dated: April 2, 2008.
Joseph Henderson,
Chief Operating Officer, Centers for Disease Control and Prevention
(CDC).
[FR Doc. E8-7823 Filed 4-14-08; 8:45 am]
BILLING CODE 4160-18-M