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Effective Marketing Plan

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					AMEDDC&S Marketing Plan
                AMEDDC&S Marketing Plan
             Background                                 Objectives                             Methodology

Reference:                               Focus on:                                 1. AMEDDC&S website
Memorandum from Chief of Staff:                                                       •Established 15 Mar 04
Marketing the AMEDDC&S,                  1. AMEDDC&S functions, services, and         •Announcements to AKO
January 2004                             capabilities.                                 subscribers, AMEDD global
                                                                                       network, web sites, newspapers,
                                                                                       etc.
Vision:                                  2. Skills that keep military forces and
Effective marketing plan to educate      families healthy and ready to return to
military and civilians regarding AMEDD   serve the Nation.                         2. AKM website
story and resources                                                                   •Effective 15 Aug 04
                                         3. Worldwide applications to reduce          •Connecting to key assets
                                         mortality and morbidity and promote           and reach-back capability
Mission:
                                         health.                                      •Ease of navigation
Educate Army and Joint community
regarding AMEDDC&S support, to
include:                                 4. Sequential demonstration of            3. Multimedia exhibits
-Military (past/ present)                individual aspects (serial approach).        •Tailored to theme of
                                                                                       conference
-Families of military                                                                 •Representing appropriate
-Allies                                  5. Knowledge Management presence              AMEDDC&S agencies
-Enemies                                 using internet-based collaborative
                                         technologies and consultative support.
-Refugees                                                                          4. Briefings
-Disaster victims                                                                     •AMEDD Officer
                                                                                        Advanced and Basic
                                                                                        Courses
                                                                                      •Faculty Development
                                                                                      •Newcomers’ Extravaganza
                                                                                      •Proponent level
                                                                                       conferences

                                                                                   5. Marketing committee
                                                                                      •AMEDDC&S directorates
                                                                                      •Experts in disciplines
             AMEDDC&S Marketing Strategies/Timeline
                                                        FY 05 – 1st and 2nd Quarter
1. Develop Budget                                                   Periodicals

•Travel                                                             Newsleader
•Fees                                                               (Mercury and e-mercury                             Medical Evacuation Conference,
•Equipment                                                          monthly)                                            GPRMC (AC/RC) Conference
                                                                    Outlook                                                       Mar. 05
                        3. Identify target organizations                                               Mercury: AMEDD School
                                                                    AMEDD Journal
                                                                                                              Jan. 05
                        AUSA, AMSUS, JTF SURGEONS,
                        TRICARE, HIMSS, USARC, MEDEVAC,
                        GPRMC, Armor, AUSA Medical,                                                                                       Mercury:
                                                                               Mercury: AMEDD Center
                        Infantry, Force Health Protection,                                                                            Lessons Learned
                                                                                      Dec. 04
                        NGAUS, Officer Basic Course, Officer                                                                              Mar. 05
      AUSA Conference   Advanced Course, Faculty
          Oct. 04       Development, Newcomers’
                                                                                                           HIMSS, USARC Conference
                        Extravaganza
                                                                                                                   Feb. 05



 Oct. 04                                                                   Dec. 04                                   Feb. 05

                                                 Nov. 04                                         Jan. 05                                    Mar. 05


                              4. Execute plan
                                                                         JTF Surgeon
                                                                           Dec. 04
       Mercury: AMEDDC&S Web Site           AMSUS Conference
                 Oct. 04                        Nov. 04                                    TRICARE Conference
                                                                                                Jan. 05

                                                           Mercury: Decision Support Center
                                    Promotional Items
                                                                       Nov. 04
 2. Collaborate
                                    Brochures, Business                                                          Mercury: AKM
 •Public Affairs Officers           Cards, Posters                                                                 Feb. 05
         o MEDCOM                                           Web site Promotions/Links
         o Fort Sam Houston
         o OTSG                                             AKM, AKO, Fort Sam Houston,
                                                            MEDCOM, U.S. Army Reserve,
 •Marketing Personnel                                       U.S. Army National Guard,
        o MEDCOM                                            Regional Medical Commands
        o USACHPPM
                                    Email

                                    AMEDD
                                    AKO
                                    BAMC
                                    MEDCOM Marketing distribution
                                    Public Affairs distribution
                                    Reserve & National Guard representatives
         AMEDDC&S Marketing Strategies/Timeline…                                                                           Continued
                                                     FY 05 – 3rd and 4th Quarter
                                           Information Papers

                                           Standard and as requested
                                                                                                                       5. Evaluate results
                                                                                                                       •Evaluate presentation results
                                                                  Mercury: Pharmacy, Radiology,                        •Adjust timeline as appropriate
                                                                   Clinical Laboratory Sciences
                                                                               Jul. 05
                                                Infantry Conference                                                  Mercury: Department of
                                                      Jun. 05                                                            Dental Science
                                                                                                                             Aug. 05
    ARMOR Conference       Mercury: 91W
        Apr. 05               May 05                                                      Force Health Protection Conference
                                                                                                        Aug. 05


                                                      Jun. 05                                              Aug. 05
        Apr. 05
                              May 05                                            Jul. 05                                                      Sept. 05

                                            Mercury: International Affairs
                                                       Jun. 05
Mercury: Operation Iraqi Freedom
            Apr. 05                                                                                                                           NGAUS
                                                                                                                                              Sept. 05

                       AUSA Medical Symposium
                              May 05
                                                                      Surveys                     Mercury: Department of Health
                                                                                                      Education and Training
                                                                      Online                                 Sept. 05
                                                                      Focus Group

                                                                                               Briefings

                                                                                               AMEDDC&S Department Chief deskside briefs
                                                                                               Department Staff Meetings (as requested by
                                                                                               chiefs)
                                                                                               MEDCOM Department Chief desk side briefs
                                                                                               MEDCOM Department staff meetings (as
                                                                                               requested by chiefs)
                                                                                               AKO/SmartForce representatives
                                                                                               Other senior staff as determined
             AMEDDC&S Marketing Strategies/Timeline
                                                        FY 06 – 1st and 2nd Quarter
1. Develop Budget                                                      Periodicals

•Travel                                                                Newsleader
•Fees                                                                  (Mercury and e-mercury                          Medical Evacuation Conference,
•Equipment                                                             monthly)                                          GPRMC (AC/RC) Conference
                                                                       Outlook                                                     Mar. 06
                         3. Identify target organizations                                       Mercury: Preventive Health Services
                                                                       AMEDD Journal
                                                                                                              Jan. 06
                         AUSA, AMSUS, JTF SURGEONS,
                         TRICARE, HIMSS, USARC, MEDEVAC,
                         GPRMC, Armor, AUSA Medical,                                                                           Mercury: Digital Education
                                                                              Mercury: Nursing Science
                         Infantry, Force Health Protection,                                                                        and Simulations
                                                                                      Dec. 05
                         NGAUS, Officer Basic Course, Officer                                                                           Mar. 06
      AUSA Conference    Advanced Course, Faculty
          Oct. 05        Development, Newcomers’
                                                                                                            HIMSS, USARC Conference
                         Extravaganza
                                                                                                                    Feb. 05



 Oct. 05                                                                     Dec. 05                                 Feb. 06

                                                 Nov. 05                                          Jan. 06                                     Mar. 06


                              4. Execute plan
                                                                           JTF Surgeon
                                                                             Dec. 05
    Mercury: Baylor University Graduate     AMSUS Conference
                  Oct. 05                       Nov. 05                                     TRICARE Conference
                                                                                                 Jan. 06

                                                               Mercury: Medical Sciences
                                    Promotional Items
                                                                        Nov. 05
 2. Collaborate                                                                                          Mercury: Academic Support and
                                    Brochures, Business                                                        Quality Assurance
 •Public Affairs Officers           Cards, Posters
                                                            Web site Promotions/Links                               Feb. 06
         o MEDCOM
         o Fort Sam Houston
         o OTSG                                             AKM, AKO, Fort Sam Houston,
                                                            MEDCOM, U.S. Army Reserve,
 •Marketing Personnel                                       U.S. Army National Guard,
        o MEDCOM                                            Regional Medical Commands
        o USACHPPM
                                    Email

                                    AMEDD
                                    AKO
                                    BAMC
                                    MEDCOM Marketing distribution
                                    Public Affairs distribution
                                    Reserve & National Guard representatives
        AMEDDC&S Marketing Strategies/Timeline…                                                                             Continued
                                                       FY 06 – 3rd and 4th Quarter
                                           Information Papers

                                           Standard and as requested
                                                                                                                        5. Evaluate results
                                                                                                                        •Evaluate presentation results
                                                                  Mercury: Total Army Medical Department                •Adjust timeline as appropriate
                                                                                   Jul. 06

                                                 Infantry Conference                                            Mercury: Human Resources Managers
                  Mercury: Medical Evacuation                                                                                Aug. 06
                                                       Jun. 06
                            May 06
   ARMOR Conference
       Apr. 06                                                                               Force Health Protection Conference
                                                                                                           Aug. 06


                                                        Jun. 06                                               Aug. 06
       Apr. 06
                            May 06                                                Jul. 06                                                     Sept. 06

                                                Mercury: Battle Lab Support
                                                          Jun. 06
Mercury: Combat and Doctrine Development
                 Apr. 6                                                                                                                        NGAUS
                                                                                                                                               Sept. 06

                      AUSA Medical Symposium
                             May 06
                                                                       Surveys                     Mercury: Battle Simulation Center
                                                                                                               Sept. 06
                                                                       Online
                                                                       Focus Group

                                                                                                  Briefings

                                                                                                  AMEDDC&S Department Chief deskside briefs
                                                                                                  Department Staff Meetings (as requested by
                                                                                                  chiefs)
                                                                                                  MEDCOM Department Chief desk side briefs
                                                                                                  MEDCOM Department staff meetings (as
                                                                                                  requested by chiefs)
                                                                                                  AKO/SmartForce representatives
                                                                                                  Other senior staff as determined

				
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