Ellis Jones - Tri-State Conference 2013 - Communicating Reform
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Leading Age Services Australia (LASA) – Victoria, NSW-ACT and South Australia hosted the 22nd Annual Tri-State Conference & Exhibition in Albury on Sunday 24 – Tuesday 26 February. The conference's theme was 'Aged care: Reform or Revolution?'. Speakers were invited to explore areas of critical importance to the aged care industry such as the effects of the Federal Government’s 2012 Living Longer. Living Better aged care reform package, changes to the ACFI, the Workforce Compact, governance of the Australian Charities and Not-for-Profits Commission Taskforce and the results of the National Institute for Labour Studies (NILS) Census. As principal of an agency with a specialised aged care marketing practice, Rhod Ellis-Jones was asked to speak on what marketers need to know post aged care reform and touched on: - how aged care is set to change with reform - particularly consumer directed care (CDC) - and what that means for community engagement and marketing - the expectations of Baby Boomers in terms of information, control over health planning and lifestyle - research as an opportunity to engage with referrer networks - strategies for market differentiation - cost effective tactics to make community engagement the only marketing a provider needs This is his presentation.
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Similar to Ellis Jones - Tri-State Conference 2013 - Communicating Reform
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Ellis Jones - Tri-State Conference 2013 - Communicating Reform
- 1. Communicating reform. Aged care reform will see increased choice, transparency, consumer power. Are you ready?
- 5. “It‟s not the strongest of the species that survives, nor the most intelligent, but the most responsive to change.” — Charles Darwin,1882
- 6. Aged care reform — Financing — Staffing — ‘Consumer directed care’ - CDC – Political buzzword? I thought we were already doing that? What does it look like?
- 7. “CDC providers are responsible for selecting participants, undertaking needs assessments and care planning, administering participant allocations and organising coordinating the delivery of supports.”
- 8. “Participants are actively involved in all aspects of planning and decision- making, and are able to take on aspects of package administration, management, and support coordination themselves ...”
- 9. CDC — Greater control type and delivery of services — Personal budgets over which consumers have some control — Basic level with option for other services — ‘Fee for service’ market — Direct payment: recipient gets funds (5 yrs) — Deregulation (5+ yrs)
- 10. Value = Benefits / Cost
- 11. Broad implications — Providers need to start building brand presence now and over next five years — Consumer expectations more value orientated — Go shopping: value for money and best mix of services
- 12. “There is going to be more demand for control by the baby boomers.”
- 13. Your core business — …is communication. — Reforms place higher communication onus on providers — Get it wrong and the costs are high in terms of productivity, efficiency, risk and reputation — How well do you resource communication? — Who is responsible for communication?
- 14. Community engagement is marketing in aged care.
- 15. Reflecting community attitudes in care and accommodation gets better health outcomes.
- 17. A community asset — ‘We are community’ — Aged care is an essential service — Insurance for every community member — Engender a sense of ownership — Stimulate community pride
- 18. „Research as Engagement‟ — Define value from consumer perspective — Have a hypothesis but no assumptions — Ask the right questions the right way — Start in your own backyard — Demonstrate you value opinions
- 19. Connect — Why does your work matter? — Shared challenges, shared success — Gaining licence for further communication and/or relationship — Relevance: message, activities and accommodation — Empower facility level staff
- 24. Archetypes Caregiver Innocent Creator Everyperson Magician Hero Ruler Explorer Sage Lover Jester Revolutionary
- 26. Branding — Define who you are rather than waiting for someone to do it for you — Strategic branding drives efficiency by deciding customer segment — Defines the experience customers can expect
- 27. Branding steps — What do we do? — What do our customers want? — Are our employees willing and able to deliver on the brand promise? — How is it different from the competition? — Will it be relevant in 10 years time?
- 29. Unique value proposition — Promise of value to be delivered — Primary reason someone should choose you — Clear, concise — Explains relevancy - how you solve customer problems or improve their situation — Quantifies value with specific benefits — Differentiates - why you, not the competition
- 30. Emmy Monash is an award winning Jewish aged care provider delivering independent living, residential aged care and respite services. With an unparalleled range of lifestyle activities and accommodation, you have the freedom to plan the next stage of your life, in comfort and with confidence.
- 31. Key messages output + outcome = message
- 35. Path to purchase — Understand how customers find you — Who plays a role in influencing the customer decision; how can you make their job easier — What relationships can you leverage? — Create an experience that resonates at every step of their journey — Embrace online communications.
- 36. Family & friends Google Health services Online directory hospital Social groups Website Media Social Community media care Retirement Aged care living provider
- 37. Family & friends Google Health services Online directory Hospital Social groups Website Media Social Community media care Retirement Aged care living provider
- 38. “Heather Hill Pathways, based in Queensland, is the first aged care organisation to bring together the expertise of a range of nursing, law, financial planning, mediation and counselling professionals to provide an integrated service for clients and families.”
- 40. Downloads — www.ellisjones.com.au — CDC impact overview — Agency blog/news feed — Twitter: – @ellisjoneslive – @EJHealth_Ageing — Facebook: EllisJonesAU
- 41. Consumer is king. The Customer is queen.
Editor's Notes
- Today I CDC is shifting aged care providers to move from operational excellence to understanding consumer choice understanding consumers need.Importance of marketing.
- When was the last time you had an experience that ‘over delivered’
- Is this glass half empty or half full?
- Our world view is formed within cultural and physical environmentWe learn behaviour. We adapt, driven by a sense of belonging.
- CDC-Evaluation report-KPMG that sounds like hard work
- That sounds dangerous!
- Value = Benefits / CostThe customers get benefits and assume costs. Value is thus subjective (i.e., a function of consumers' estimation) and relational (i.e., both benefits and cost must be positive values).Most people think that value is mostly about making things – what we call ‘functional benefits’, the labour and the raw materials — and that intangible value is secondary or even unnecessary.That’s understandable. You can’t touch or feel or see perceived value, yet it affects our actions more than we’d like to admit.2 things to remember about perceived value 1. All value is subjective – informed by our personal interests, beliefs, values and interests2. Persuasion is better than compulsion – we never like being told what to do!
- I am not going to tell you what boomers are like.Boomers – just like Gen x, Geny y and The Millennials are a diverse lot. That’s why we’ll talk about cost effective market research today.However, there are some generational traits. Compared to their parents, Boomers are used to more. They are used to contemporary notions of service. And they are used to getting their way.
- you look after things you value
- Practical processes for brand differentiation.
- Key messages - simple
- Perspective – how to approach communication holistically.Tools – cloud systems to make it easier to coordiate – particularly across multiple sites.
- Channels abound – vary
- Channelsabound – vary
- Editor clearly had a hard day but the message here is integration.Now this organisation isn’t a provider.But providers are increasingly getting involved in customer decision making.
- -impact of consumer directed careIncreased transparency = informed choices = Aged Care website, Gateway ServiceBackground notes:Consumers will have increased choice in how their funding of their package is spent. They’ll have increased power in deciding which services they receive including the provider of these services. However, services must fit into their care plan. CDC will see increased services; such as gym memberships, yoga, allowing for items that were not traditionally considered in package. Consumers will become more market orientated as CDC is introduced.‘consumer choice’ is still being further defined – is it enough for providers to present a list of preferred providers – is this sufficient enough for consumers? Does this demonstrate a high degree of consumer choice?Model of CDC will be more focused on ‘inclusions’ approach, meaning ‘what recipients are entitle to, opposed to what they can’t have.Brokerage system may mean providers having a higher unit price (due to admin) – how will consumers react to this? Approved providers of packages will need to demonstrate through their marketing and services why a consumer should choose them, for example, people will have the ability to choose and compare prices of packages. People will be able to enquire about the services, cost of administration. They have the ability to therefore have a clear understanding of how much administration cost they’d need to pay – why would they choose to go for a provider that is charging 40 percent admin fee versus a provider that is only charging 20 percent?Challenges for CDC: Loss of funds pooling and contingencies, Organisational viability and sustainability. As consumers become more market orientated, providers will need to be clear in how they are consumer focused. Implications for consumers: No cashing out (at least for the next 5 years, if consumers were to get a direct payment, it may mean they would need an ABN) Acknowledging costs for providers managing care arrangementsHow much choice and control do I want?What if my family want to coordinate care?Can I specify how I want my monthly statement to look?What happens if my needs change?