Field Marketing Playbook

The success of nurse acquisition for Florence in the Philippines depends on a well-structured and strategic field marketing campaign. This playbook serves as a comprehensive guide to planning, executing, and managing a targeted outreach initiative aimed at recruiting nurses.

This guide outlines the key steps involved, including identifying target hospitals, structuring field teams, training team members, managing marketing materials, tracking leads, and ensuring proper reporting and inventory management.

By following this playbook, Florence can streamline recruitment efforts while ensuring efficiency. Partner marketing firms and affiliates must strictly adhere to these guidelines to maintain quality and drive campaign success.

1. Campaign Planning

Identify Target Hospitals

• Compile a list of all hospitals and clinics in the targeted areas.
• Categorize hospitals by size to determine required team deployment.
• This will dictate the team size and campaign duration.

Campaign Duration & Strategy

• Estimate the campaign duration based on the number of hospitals targeted.
• Plan hospital visit schedules to ensure maximum coverage and efficiency.

2. Team Recruitment

Team Structure & Deployment

• Recruit a field marketing team with members from different locations.
• Form sub-teams of two members each for hospital visits.
• Assign one team member per small hospital/clinic and two for larger hospitals.

Team Enrollment & Compensation

• All team members will be paid via Deel.
• Collect and submit team members’ names and email addresses for contract and Deel enrollment.
• Confirm hourly rate and daily working hours before launching the campaign.

3. Training & Orientation

• Conduct a 2-hour virtual or in-person training session covering:
• Introduction to Florence: Overview of the company and its mission.
• Conducting Field Activity: Best practices for engaging with prospects, handing out swags, and answering FAQs.
• Lead Collection Process: Ensuring proper documentation of nurse leads via sign-up sheets.
• Area Assignments: Allocate hospitals based on proximity to team members' locations.
• Roles & Responsibilities: Define the expectations for sales team members and coordinators.
• Time Sheets & Invoicing: Training on time tracking and invoice submission.

4. Marketing Materials & Logistics

Materials Preparation

• Swags and marketing materials should be prepared before the campaign launch.
• Recommended swags: Protein/snack bars for ease of distribution.
• Essential marketing materials include:
• Clipboards
• Sign-up sheets
• Envelopes/folders (for lead sheets and receipts)
• Florence brochures (to be printed locally)

Tracking & Coordination

• Maintain tracker files for:
• Hospitals covered
• Leads collected
• Time sheets for payroll processing
• Share these tracker files among team members for real-time updates.
• Assign points of contact for seamless coordination.

5. Lead Management & Reporting

Data Collection & Uploading

• Leads should be compiled into a separate list for review before database upload.
• Ensure accuracy by checking for typos and duplicate entries.
• Upload the cleaned leads list into the database on a weekly basis.

Recurring Meetings

• Conduct weekly stand-up meetings to:
• Review progress
• Address challenges encountered
• Adjust strategies based on field insights
• Maintain and save meeting minutes for record-keeping.

6. Inventory & Expense Management

Inventory Tracking

• Keep an updated inventory of:
• Swags
• Marketing materials
• Brochures
• Restock as needed to avoid shortages during field visits.

Expense Documentation

• Track purchases and receipts regularly.
• Maintain a record of all expenses for budgeting and financial accountability.

Budget Considerations

To ensure efficient allocation of resources, budget estimations are based on a standardized rate of $0.028 per person in each city. The estimated budget for key cities in the Philippines is as follows, following the same per capita budget estimate:

These estimations provide a guideline for allocating the marketing budget per city, ensuring that the campaign remains cost-effective and impactful. Adjustments can be made based on local conditions and actual campaign performance.