[Federal Register Volume 73, Number 73 (Tuesday, April 15, 2008)]
[Notices]
[Pages 20297-20304]
From the Federal Register Online via the Government Publishing Office [www.gpo.gov]
[FR Doc No: E8-7823]


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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

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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,

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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

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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

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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

[[Page 20303]]

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

[[Page 20304]]

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