Study Shows Military Leaders Are The Key To Service Members Seeking Help
Results make the case for targeted outreach to military leaders
STAFFORD, Va., Sept. 29, 2015 /PRNewswire/ -- The Bowen Group today released the results of a study undertaken to better understand where military members, veterans and their families seek help when they're feeling stress. The results overwhelmingly lead to one conclusion: military leaders.
Company president Deborah Mayberry said "This study clearly demonstrates what we've known all along. The military culture is unique and close-knit. Unlike in civilian communities, a military member's first stop for information and help is going to be his or her direct supervisor. The chain of command is built to support the troops, and it does." Leaders range from unit sergeants to battalion commanders and others. "Those charged with marketing wellness and prevention services need to take note."
The study involved a survey of Bowen's Military Test Group – more than 450 service members, veterans and spouses – and explored questions about perceived stress, where military community members seek help, and use of websites and social media.
Results indicated that when military members do seek help online, they're more likely to start with a search engine than a government-sponsored website. Cate Michaud, director of communication for The Bowen Group and former Marine Corps officer, states "Because of our service and family affiliation with the military, we at Bowen knew that it was a matter of trust. What is different today is that we have the data to prove it, and the data will drive the outreach solutions we present to our Department of Defense clients."
The study also revealed that when seeking help, less than 1 percent of military community members start their search via social media. Ms. Mayberry states "It's all about trust and influence. Without a doubt, we know that the most successful outreach and prevention programs within the Department of Defense are predicated on trust in leadership. For example, when our company stood up a wellness coaching program for at-risk service members, we did not start a social media or marketing campaign. We knew exactly where to go –first, to key, uniformed policy leaders, then to the uniformed commanders. As experts in this field, we knew who to talk to and what data was needed to garner buy in, and we got it. This resulted in a high client conversion rate, with 600 service members' lives being touched by our professional coaches and counselors. It was and continues to be a huge success."
Ms. Michaud continues "We are committed to understanding the military community's needs and preferences and to meeting them where they are. We bring our expertise to bear in all of our work with the departments of Defense and Veterans Affairs. Nobody knows this community like we do."
The Bowen Group will be conducting more studies in the future to inform our programming and outreach solutions. For more information or to participate as part of the Bowen Military Test Group, please contact [email protected].
ABOUT THE BOWEN GROUP
The Bowen Group supports government clients who are committed to improving the well-being and readiness of the military community. We tailor services and technology to meet the needs of the military community where they live and serve.
SOURCE The Bowen Group
Share this article