Terms of Reference (ToR) for Digital Marketing Training and Support for Health Service Providers.

  • Somalia
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Somali Research and Development Institute (SORDI)

Terms of Reference (ToR) for Digital Marketing Training and Support for Health Service Providers.

Somali Research and Development Institute


Terms of Reference (ToR) for Digital Marketing Training and Support for Health Service Providers.



The Swiss Agency for Development and Cooperation’s (SDC) Private Sector Partnerships in Health (PSPH) programme follows a Market Systems Development (MSD) approach, aiming to provide Somali citizens, including disadvantaged groups, with better access to quality and affordable health services. PSPH focuses on developing, testing, and assessing pro-poor healthcare financing mechanisms and ensuring that organized private service providers deliver quality and inclusive health services across the country. DT Global implements the programme on behalf of SDC, partnering with the Somali Research and Development Institute (SORDI) and the Swiss Tropical and Public Health Institute (Swiss TPH). PSPH is managed as a unified programme under the Technical Director.


PSPH aims to strengthen service providers in the healthcare industry to improve access to quality and affordable healthcare services to the mass market. Many PSPH service delivery partners express that their facilities are underutilized and possess sufficient excess capacity to serve substantially more patients, yet they are not sufficiently skilled in how to use cost-effective marketing techniques to build awareness and demand to pull in more patients. In line with this issue, there is a growing recognition of the widespread use of social media as a primary information channel in Somalia and Somaliland, and following that, the potential to employ digital marketing techniques to enhance visibility, engagement, and patient trust for health service providers. The overall objective of this training is to facilitate partner use of social media to increase patient flow to their facilities and increase footfalls at participating hospitals and clinics.

Objectives for Participants:

To address the emerging opportunity, this training program is designed to give health service providers the necessary knowledge and skills for effective and sustainable digital marketing use, with a focus on self-management of low-cost social media channels.

  1. To give health service providers a broad understanding of the various social media channels available online, the features of each, the differences between them, and suggested uses for each.

  2. To equip health service providers with the knowledge and skills necessary for effective in-house management of social media and digital marketing.

  3. To enhance content creation abilities for posts, photos, and videos tailored for various social media platforms.

  4. To develop a comprehensive social media content strategy aligned with organizational goals.

  5. To give providers an understanding of paid versus unpaid media and the potential costs of using different strategies, including the hardware, software, and HR requirements.

  6. To provide support and supervision for early stages of implementation.


  • This is intended to be a one-day face-to-face group training for several clients at once, to take advantage of efficiencies in delivery of common subject material. This follows the concept of “batch consulting”, where a group of clients enters together to gain an understanding of the fundamentals, but then exits individually with customized output and one-on-one follow up.


  • This is intended to be a classroom training that covers key aspects of digital marketing and social media use in the first session, ending with attendees completing a workbook with their organization’s data in the second session. There will be an on-site lunch break in between. The trainer will then follow up with two site visits to each participating organization; the first to ensure uptake and the second to support ongoing use of social media.


Target Audience:

  • CEOs, managing directors, marketing directors and managers, IT managers, and other senior managers of PSPH client facilities and PSPH-supported hospital network members.

  • Organizations may send multiple trainees but follow up visits will be conducted with the participating organization, not the individual trainees.

  • It is estimated that each training will be delivered to up to 20 individuals. Training for hospital network members may accommodate more.

Place of Performance:

The training shall take place upon demand at various locations in Somalia and Somaliland, at a secure venue convenient for gathering a group of participants. The venue must have strong internet connectivity and equipment for sharing online content with a group. It may be repeated upon demand in different locations.

Scope and Proposed Curriculum Outline:

The training program shall cover:

  • How Somalis get their information about healthcare, and demographic differences in use of social media.

  • The popular social media channels.

  • The hardware, software, and human resource requirements.

  • Social media content strategy development, focusing on educational, marketing, promotional, and awareness-based content.

  • Content creation techniques for posts, pictures, and videos, and ongoing maintenance requirements.

  • Photo and video shooting techniques, including lighting and composition.

  • Basics of photo and video editing for different social media platforms.

  • Use of endorsements and influencers, paid versus unpaid media.

  • Designing Facebook, Tik-Tok, WhatsApp, Instagram and other popular social media templates.


  1. Training materials, workbooks, and supporting resources.

  1. Pre- and post-training assessments of participants’ knowledge and skills in the subject areas.

  2. Completed training workshop evidenced by sign-in sheets and completed/analyzed participant feedback forms.

  3. Two post-training site visits to each participating organization.

  1. Draft final report including evidence of uptake and use of knowledge gained at the training workshop.

  2. Final report incorporating feedback and presentation to PSPH.


  • Trainer(s): Design training materials and workbooks, deliver training sessions, organize and conduct post-training site visits, and collect evidence of uptake (behavior and business changes) attributable to the training. The trainer is intended to be an independent consultant based in the location of the training/trainees. The trainer must be bilingual in English and Somali (both verbal and written).

  • Participants: Actively engage in training activities, participate in site visits, and apply learnings to their respective roles.

  • PSPH: Organize the training sessions and facilitate collaboration and coordination between participants and hospital partners.


The trainer shall report to the PSPH Team Leader and PSPH Intervention Managers.

Expected Results:

  • Enhanced and sustainable digital marketing capabilities among health service providers.

  • Improved social media presence and engagement.

  • Increased visibility and awareness of healthcare services.

  • Effective utilization of social media for educational, marketing, and promotional purposes.

  • Increased footfalls at partner facilities due to demand driven by social media.

Level of Effort:

  • Materials development

  1. Materials preparation and incorporation of feedback: 5 days

  • Training delivery

  1. Training session delivery: 1 day

  1. Site visits: 2 site visits for each participating organization, estimated at ½ day per visit

  1. Report preparation, review of feedback, and closing presentation to PSPH team: 3 days.

Estimated total for the first training: 15 days (based on 6 participating organizations in the training session).

Estimated total for repeat training sessions: 10 days (based on 6 participating organizations). Repeat training sessions shall use the same training materials and will not require LOE for materials preparation again.

A session involving more organizations, such as for Caafinet network members, will require a corresponding increase in LOE. A smaller session will require less LOE .


A detailed budget for the training program shall be developed, including expenses related to trainers’ fees, training materials, venue and equipment rental, and tea/lunch for participants.

How to apply

Candidates interested in the position should send their CVs and cover letters to hr@sordi.so.

Applications must be received no later than 20 June 2024.

Please note that only shortlisted candidates will be contacted for further discussions.






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