Aged Care Insite Issue 106 | Apr-May 2018 | Page 19

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. OUR COLUMNLESS FLOOR BED IS FINALLY HERE! $2650.0 Smooth rounded corners for added safety 0 for sing le head & size inc. footboa rd until 15 th May Light weight slimline construction whilst maintaining maximum strength Shorter overall external length MIN HEIGH ONLY 130 MM to the top of platform when lowered Optional side rails, self help pole and IV pole Optional Trendelenberg tilt in the sitting position 8 x 75 mm castors for easy maneuvering Standard head and foot boards (pictured in optional woodgrain) MAIN FEATURES • NO BULKY END COLUMNS to facilitate full view of patient and room environment. • ONLY 130 mm HIGH to the top of platform when lowered • OH&S FRIENDLY 75mm CASTORS tucked under the bed frame for safety.No tripping hazards • German made HIGH QUALITY ‘DEWERT’ ELECTRONICS • Sealed bed head and foot board for infection control • MANUFACTURED IN AUSTRALIA to AS/NZS3200.2.38.2007 & IEC60601-2-52. TGA Registered. Support those who support you Australian made toughness and reliability 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