Terms of Reference for Digital Marketing Contractual Services at Population Services International (PSI)

Scope of Work

This includes designing and developing a digital marketing strategy to promote the access and use of a digital self-care health information product. The product is a web-based platform that provides health information to consumers and linkage to self-care health assessment and sign-posting to a health facility for care seeking.

This initiative aims to respond to consumers’ demand for health information and services that is facilitated privately to enhance health-seeking behaviour within a non-stigmatized environment.

The product will seek to effectively shift in-person triage services to the consumer’s homes via their mobile/digital devices and signpost to facilities that provide the appropriate service to increase capacity and service coverage, mitigate misinformation and misdirection to inappropriate care, and reduce the inconvenience and costs related to accessing health services.

The consumer journey starts on the web page with promotional messages on the importance of prompt health-seeking behaviors and progresses to a Symptom Checker that is embedded within the web page. The Symptom Checker captures consumer health symptoms, determines the potential causes of the symptoms, and provides a call-to-action from which the consumer can decide on the appropriate next step. In case the next step is a recommended visit to a health facility, the consumer is redirected to a Provider locator, which is also embedded within the same web page to signpost the consumer to health facilities that provide the appropriate service that is being sought.

The Digital Marketing Contractor will work with the PSI team to:

• Design and execute digital marketing strategies and the digital marketing content that contribute to the identified key performance indicators
• Develop campaign optimization approaches through the effective use of ads, Search Engine Optimization, social media influencers amongst other approaches
• Support the brand awareness and draw its demand by creating a digital footprint, grow communities, inspire brand advocates, etc
• Support shaping of a digital marketing ecosystem that would enable multiple channels of engagement (e.g. via FB Messenger, WhatsApp, Zalo, web browsers etc) and optimize positioning of these channels for use by our target audience
• Prepare an insights report that details the experience, outcomes, learnings, and areas of improvement for future development.

Deliverables

The deliverables include:

• A robust digital marketing strategy and supporting digital marketing content
• The digital marketing strategy execution plan and its deployment
• Campaign measurement and optimization plan
• An Insights Report