industry & policy
FROM 10,000 TO 1.7 MILLION
In this new paradigm, the target market is the prospective
customer. Now, we ask ourselves: How do we reach the family
decision-maker and end-user? How do we persuade them to
choose us over our competitors? How can we best understand
and respond to their desired outcomes?
In Victoria alone, the new prospect pool comprises around
1.7 million people, i.e. 865,000 potential end-users (Victorians
aged 65 and over) and a minimum of one additional person in their
life involved in the decision-making process. While the industry
stakeholder pool continues to be important, our focus needs to
now move to connecting with the future customer. This customer
– the end-user and their family decision-makers – is motivated by a
completely different set of drivers than the industry pool, requiring
a new range of marketing tactics. First, we need to create demand
using above the line and below the line brand building, then develop
lead generation, i.e. sales campaigns, then employ retention strategies
to keep clients and ensure they become our best advocates.
In essence, the industry has gone from consumers queuing for
providers to providers queuing for consumers.
Data from the Benetas Customer Centre tells us that 90 per
cent of enquiries by phone are coming from a family member or
loved one. Of these calls, 80 per cent have already searched for
information online before making contact. One-quarter of people
influencing aged care choice are aged 18–39, and a further quarter
are aged 39–45.
The game of the new paradigm is reaching eyeballs – volume
and reach – from the small invested industry pool to a large,
busy, disengaged and confused audience, for whom aged
care is a reluctant purchase. By reaching the audience through
brand connection, supported by smart and considered tactics,
providers can start to build the future customer pipeline, secure
business growth and, in fact, ensure sustainability by building
market share.
RECONCILING COMMERCIALITY WITH HEART
At Benetas, our vision is a positive, fulfilling experience of ageing
where everyone has the opportunity to age well in communities
of choice and support. To provide this experience, however, we
must adapt to the needs and demands of an ageing Australia and
a changing sector, and do it in a financially sustainable way to
ensure our long-term future. We are being impacted by greater
competition and expanded choice, and the sector is becoming
more commercial. In a landscape where consumer choice is the
new market force and the new business focus is finding, attracting,
converting and keeping clients, we need to adopt contemporary
professional marketing practice which understands and responds
to consumer drivers.
It’s an exciting and challenging time of sector reinvention. ■
Nicola Reynolds is general manager (customer innovation and
marketing) at Benetas.
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LEADING AGE SERVICES
AUSTRALIA
The voice of aged care
Unique Steel Design Pty. Ltd., 9-11 Point Henry Road, Moolap, Vic 3221
(03) 5248 8369 | www.uniquecare.com.au
agedcareinsite.com.au 17