The Renal Healthcare Association (RHA), Renal Services Exchange (RSE), RenalEdge GPO (RE), and Renal Healthcare Certification Commission (RHCC)Request for Proposal: Strategic Marketing Plan Creation and Implementation
Release Date: August 31, 2026
Proposal Due Date: September 18, 2026
Award Date: End of November 2026
Goal Launch Date: January 1, 2027
Background
The Renal Healthcare Association (RHA); the Renal Services Exchange (RSE), a subsidiary of RHA; RenalEdge GPO (RE), a subsidiary of RSE; and the Renal Healthcare Certification Commission (RHCC), the governing body for the Renal Healthcare Administrator certification, are seeking a marketing entity to develop and implement a Strategic Marketing Plan.
The selected person or firm will work collaboratively with the RHA Marketing and Membership Committee, RHA and RSE Boards, and their committees to develop and implement the plan. RHA, RSE, and RE maintain websites, and the RHA website includes a member discussion platform.
The selected person or principal will serve as a key member of the Leadership Team alongside RHA/RSE Executive Director William Poirier, Talley Management Group, and RE Executive Director Colin Carthen. The engagement will run for 24 months, with the intent of continuing beyond that period. Either party may terminate the engagement with 45 days' notice.
Scope of Work
Key elements of the Strategic Marketing Plan include:
- Increase brand awareness for RHA, RSE, RE, and RHCC by:
- Supporting RHA's goal of being viewed as the go-to resource for dialysis providers.
- Marketing to current and prospective kidney care professionals through segmented communications for nephrologists, physicians, hospital-based, pediatric, independent, and community-based providers.
- Increasing website traffic to education, events, sponsorship, membership, and RSE product and service pages.
- Developing a branding strategy for the RSE portfolio of products and services.
- Providing creative content, collateral, and marketing materials that can be repurposed for multiple audiences and channels, including social media, fliers, banners, infographics, press releases, events, and program materials.
- Monitoring marketing and social media trends and recommending communication strategies aligned with target audiences.
- Increase RHA member engagement, enrollment, and retention by:
- Developing plans to recognize high-achieving members and engage members with low participation.
- Supporting the 2025–2027 Membership Theme: expanding and diversifying membership by identifying and promoting the value proposition for each provider group.
- Supporting goals to increase hospital-based, small dialysis organization, and independent providers; Active Member retention; and Active Additional Contacts.
- Manage social media accounts for RHA, RSE, RE, and Certification, including X, LinkedIn, and Facebook.
- Develop crisis communication plans and social media policies.
- Increase the public role of the Executive Director while maintaining the President as the face of the membership.
- Support RSE products and services, including RenalEdge GPO, through promotions, sales sheets, and sales support.
- Continue developing and maintaining the RenalEdge GPO brand.
- Support certification branding and communications as needed.
- Provide graphic design services as needed, including projects that may require quick turnaround.
- Develop and manage media relationships, including media outreach, relevant media lists, advertising placements, and media advisories.
- Demonstrate knowledge of, or the ability to quickly learn, the kidney care and healthcare industry, including drafting member communications regarding breaking news and policy developments.
- Attend select organizational meetings, Board and committee meetings, provide quarterly Board reports, and analyze website traffic.
- Travel and participate in tradeshows and conferences as requested.
Key Metrics and Strategic Initiatives
Priority areas include:
- RHA membership growth
- RenalEdge GPO membership and contract growth
- Health Information Exchange participation
- Benchmarking report subscriptions
- Annual Conference attendance
- Sponsor and vendor recruitment
- Future Clinically Integrated Network development
- Industry advocacy and thought leadership
These initiatives reflect continued growth, engagement, expanded networks, increased use of data, stronger partnerships, and leadership in healthcare delivery and procurement.
Budget
Please provide a pricing proposal for the services outlined in this RFP. Payment will be made monthly upon submission of an invoice.
Proposal Requirements
Interested firms or consultants should provide:
- Information about the individual and/or organization and its approach to marketing for both nonprofit and for-profit entities.
- A list of nonprofits for which marketing plans have been executed.
- Three to four references with contact information.
- A description of which portions of the marketing plan will be managed internally and where outsourced support will be used, including how outsourced support is selected, managed, and paid.
- Bios and roles for all team members and outsourced support. Experience working within or as a long-term consultant to a nonprofit and broad marketing experience are preferred.
- Availability to support what is expected to be a full-time, 40-hour-per-week engagement, including expectations for participating in meetings, tradeshows, and conferences.
- Information on how work outside the scope of the agreement will be charged.
Please limit proposals to three pages using 12-point font.
Key Dates
- August 31, 2026: RFP released
- September 18, 2026: Proposals due by 5:00 p.m. ET
- Week of November 9, 2026: Finalists notified
- November 16–20, 2026: Finalist interviews; finalists should hold 12:00–5:00 p.m. ET for an interview. Interviews will include a 15-minute presentation and 15-minute Q&A.
- Week of November 30, 2026: Selected person or firm notified
- January 2027: Anticipated start date
- Week of January 25, 2027: Selected organization is expected, if possible, to attend the RHA/RSE/RE Winter Board Meeting.
After reviewing proposals, selected Board members will interview finalists and participate in the final selection process.
Selection Criteria
The selection decision will be based on:
- Knowledge of the renal field
- Experience with trade associations
- Experience in national nonprofit marketing
- Fit with the RHA/RSE team
- Overall investment and pricing
We encourage respondents to review the RHA 2025–2027 Strategic Plan and visit the RHA and RSE websites to learn more about our organizations.
RHA: www.renalhealthcare.org
RSE: www.renalexchange.com
Questions and proposals should be submitted to:
Michele Giovine
[email protected]
Pay: From $60,000.00 per year
Work Location: Hybrid remote in Mount Royal, NJ 08061
