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- 1. DiLorenzo TRICARE Health Clinic Social Media Plan Marketing Goals Social Media Goal Boost enrollment • 25% in 12 months Boost event participation • 100 visitors or more, Pentagon events • 50 visitors or more, clinic events Gain patient feedback • One survey per quarter or 4 per calendar year Gain patient and prospective patient viewership • Health related information • Clinic information • Benefits of staying or becoming a DTHC enrollee
- 2. DiLorenzo TRICARE Health Clinic Social Media Plan Target Audience Approximately 23,000 Pentagon employees total 43 Percent are target audience = Approximately 9,890 employees who are target audience. Age: 35 – 50 Gender: Male Race: Caucasian Rank: 03 – 06 Category: Military / Government Strategy Provide more patient-relevant information through Facebook posts and WordPress blog entries. • Clinic news and events • Health news • Wellness activities • Holiday and seasonal topics related to health and wellness • Surveys and feedback questions • Closure Information
- 3. DiLorenzo TRICARE Health Clinic Social Media Plan Tactics Current Health and Wellness Trends Patient Surveys Highlight Clinic Services
- 4. DiLorenzo TRICARE Health Clinic Social Media Plan SWOTT Strengths • Trained and experienced marketing PR professional onsite • Full access to social media sites • Skilled information management department • In-house camera equipment Weaknesses • Workload vs. PR and marketing staff • Limitations of content distribution set by higher headquarters • Lack of knowledge of marketing and PR functions by clinic staff • Limitations of “contractor” functionality Opportunities • InfoNet and Army Graphics • Red Cross volunteers • PFPA, WHS, WRNMMC, Pentagon Public Affairs, DoD PAO relationships • Use of Pentagon common areas Threats • Limited mobile device connectivity • Understanding value of social media • Knowledge or interest of social media • Loss of DTHC staff due to requirements Trends • June and July are PCS months, expect high turnover of patients • Personal health posts receive increased interest by patients • Physical participation increases with ease of access to events • NHOs are the same each month
- 5. DiLorenzo TRICARE Health Clinic Social Media Plan KPI Facebook • Number of fans • Volume of updates per day • Number of likes per update • Number of comments per update • Number of reaches per update • Responses per survey • Number of posts by visitors • Number of private messages WordPress • Blog engagement • Followers • Links clicked • Number of shares per update • Website link clicked • Traffic / visits • Search engine terms to locate blog Measurement Facebook Insights WordPress Statistics Google Alerts Collection Done by DTHC PR and Marketing Director Facebook Insights and WordPress Stats = Weekly Google Alerts = As they happen Annual comparison of all data Natalie.P.Hedrick.ctr@mail.mil, 703-692-8564
Editor's Notes
- The DiLorenzo TRICARE Health Clinic is the Pentagon’s premier medial facility with services ranging from primary and acute care to specialty services like cardiology and optometry. Additionally, the clinic is host to the Fit To Win Wellness Program designed to teach participants prevention and healthy living. The clinic is labeled a “clinic of quality and convenience” meaning patients can enroll to the clinic and receive the best care literally steps from their office door. I’ll get into more of that when I talk about the “target market.” There are three main goals to the clinic’s marketing program. They are to boost enrollment by 25 percent in the next 12 months; have a participation rate of 100 visitors or more to all major Pentagon-wide events and 50 or more visitors to all internal clinic events; and to gain patient feedback of clinic services by conducting a minimum of one survey per quarter or four per calendar year. In order to be successful in meeting these goals, DTHC has implemented a social medial program. In the past, the clinic’s Facebook page has been misused in its messaging catering to mostly staff and family and friends of the clinic. The goal for the social media plan is to gain more patient and prospective patient viewership by turning the focus more on information that is valuable to our target audience. This can be health related information or clinic information like services offered or the benefits of becoming or staying a DTHC enrollee.
- Because the clinic is located in the Pentagon and is a TRICARE affiliated facility, the DiLorenzo TRICARE Health Clinic on accepts TRICARE Prime eligible service members who have unaccompanied access to the Pentagon. This accounts for approximately 43 percent of all Pentagon employees. The primary demographic profile of these employees is military white male officers, age 35-50, raking from O-3 to O-6. This demographic primary uses Facebook and LinkedIn as their social media platforms of choice checking each about twice a day during the work day and more frequently on the weekend. DTHC has implemented Facebook and WordPress into the social media plan targeting this demographic. These platforms are different in the way they work so DTHC can use one to support the other and vise-versa. Facebook and Linked are very operationally similar but using one combined with a blog will give us two different platforms. As previously mentioned, the DiLorenzo TRICARE Health Clinic will move away from the previously implemented internal messaging and focus more on creating messages important to the target audience. This new strategy will be focused on boosting enrollment, providing information, and generating patient feedback which are all part of DTHC’s overall marketing goals. These new patient-relevant posts will include clinic news and events, health news, wellness activities, holiday and seasonal topics related to health and wellness, surveys and feedback questions, and closure information. The strategy for Facebook will be to share brief and relevant information pulling from subject matter experts within the clinic as well as outside source. The blog, on the other hand, will provide longer, more detailed information about one specific topic from a subject matter expert within the clinic.
- In order to be successful in accomplishing DTHC’s marketing goals, the social media plan will employ three tactics. First, some of the communication on both Facebook and WordPress will be centered around current health and wellness trends. For example, Ebola has been a hot topic in the news therefore DTHC will post information about Ebola. Holiday weight gain is another topic that is gaining momentum. Posts will include weight loss tips and nutrition information around the holidays. Secondly, DTHC will incorporate patient surveys into the social media plan. This tactic will be primarily used on Facebook and will provide DTHC staff and leaders with the patient perspective they need to be able to integrate plans into clinic operations that will give patients the experience they are expecting. Lastly, the clinic will highlight it’s services through the social media platforms. This will help boost enrollment by educating the target audience on the care they can receive by enrolling to DTHC that extends further than primary or acute care.
- You can read the strengths, weaknesses, opportunities, threats and trends on the screen there but I do want to highlight a few bullets. Under the strengths category, Pentagon employees have full access to Facebook and WordPress which is important because a lot of social sites are blocked by the Department of Defense in the Pentagon. Under weaknesses, the clinic staff has never had a trained marketing and public affairs professional therefore they do not understand the function of the department which results in taskings that are not necessarily marketing and PR related. Looking at opportunities, the DTHC marketing and PR department has strong relationships with several outside vendors and organizations that can provide services needed to support the social media plan. One very significant threat is the lack of cell phone and smart device service within the Pentagon. This means the audience can only log on to the social media sites through their desk computers or from outside of the Pentagon. Lastly, under trends, June and July mark the PCS season for the military where patients may be moving and new ones will be coming in. This is important because it requires a concentrated effort of the “new enrollment” campaign.
- The DiLorenzo TRICARE Health Clinic will be measuring the success of it’s social media efforts of both Facebook and WordPress through the key performance indicators listed on this slide. Most important are the number of people who view the message and the number of people who view the message and pass it along whether it be through Facebook or WordPress. Additionally, the surveys will be most successful in collecting the patient perspective the more people who complete them. Because the DTHC marketing and PR budget is very small, measurement of these KPI will be primarily though the free tools provided by Facebook and WordPress. Additionally, DTHC will set up a Google Alerts account which will let monitoring staff know when the DiLorenzo TRICARE Health Clinic name or brand is being used on the internet. Because the target audience is also fairly small, the free tools provided should suffice in achieving ample feedback about the social media platform performance. The DTHC marketing and public affairs director will compile all of the Facebook and WordPress weekly to a spreadsheet that outlines all relevant data. Google alerts data will be collected at is happens. On an annual basis, the weekly data collected will be analyzed for trends as well as readership and followers. This will provide DTHC with a good idea of what works and what needs improvement in order to reach the marketing and social media goals. Thank you for your time during this presentation. If you have any questions or require addition information, please contact the DTHC marketing and public affairs director, Natalie Hedrick, 703-692-8564 or Natalie.P.Hedrick.ctr@mail.mil.