International Planned Parenthood Federation (IPPF)

Digital Marketing

• Conduct local market, client, and competitor analysis to inform country‑specific digital strategies.
• Build MA‑level digital roadmaps aligned to clinic revenue goals, demand generation, and patient acquisition targets.
• Identify audience segments and value propositions; map the end‑to‑end digital patient journey per market.
• Develop service‑led social media strategies and paid advertising plans (e.g., Meta, TikTok, YouTube, local platforms).
• Introduce and operationalize social media advertising, including campaign set‑up, A/B testing, and optimization.
• Create reusable content templates and campaign toolkits to maximize engagement and reduce production effort.
• Improve website content and UX to enhance patient confidence and conversion (find a clinic, services, fees, FAQs etc).
• Implement SEO & AI best practices (on‑page, technical, and local SEO) to increase organic visibility.
• Support WordPress updates, plugins, security basics, and content governance.
• Explore, recommend, and pilot new digital channels (e.g., search, local listings, messaging/SMS/WhatsApp, display).
• Design a cohesive digital patient experience across all touchpoints for an optimal brand experience.
• Support e‑commerce for products (and expansion to marketplaces/affiliates).
• Guide creation of low‑bandwidth, mobile‑first assets (short video, explainers, carousels, infographics).
• Ensure accessibility and inclusive language across content; manage translations and localization.
• Establish email and CRM foundations (or strengthen existing), including list hygiene and consent management.
• Implement automated journeys (e.g., appointment reminders, post‑visit care, re‑engagement, feedback/NPS).
• Train and upskill MA teams across core digital disciplines; deliver live and on‑demand training materials.
• Develop a community of practice for cross‑MA learning, best‑practice sharing, and case studies/playbooks.
• Ensure compliance with local data protection and privacy laws, IPPF safeguarding, and marketing consent practices.
• Establish a unified KPI framework (e.g., reach, CTR, cost‑per‑lead, booking conversion, patient acquisition cost).

Digital Marketing Advisor – Commercial Sustainability