Aged Care Marketing Strategies
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part of a workshop delivered April and May 2017 by Australian Business Consulting & Solutions. Presented by Samantha Singer
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Aged Care Marketing Strategies
- 1. Marketing in the Aged Care Sector
- 2. • Introduction to ABCS & NSW Business Chamber • Who are your Customers? • Are you on Google? (SEO & SEM) • The place of Social Media • What message are you sending? • Time Saving Tips • The Customer Experience Session Overview
- 5. About me Samantha follows the principles of integrated marketing; combining offline and online strategies to garner the best results. Her experience spans across the retail, telco, member services and legal industries. She has a passion for copy writing and enjoys working and her strength lies in her attention to detail and efficiency. sasinger
- 6. Why are you here? • Providers cannot afford to be invisible. Effective marketing for aged care providers is essential. • Great relationships and effective communication will always be paramount. • Who are you talking to?
- 7. Define Your Customer • It’s about finding what makes this person tick over. • What their research habits are. • What their pain points and objectives are.
- 9. Where do we research? Has the internet has changed the way you do things?
- 12. SEO and SEM • Understand the key search terms people are using • Generate content around those terms and ideas • Ensure your website is clean • No broken links • Alt Image tags in place • Meta Descriptions in place • Headings, Site Maps, UX
- 13. SEO • Great User Experience • Multi-Device Ready • Great, unique content • Freshly updated content • Backlinks • Social Sharing Options • Keywords are in your content, URLs and headers
- 14. SEM • Which search terms are relevant? • Which terms are irrelevant? • Which areas do you want to target? • Is your key messaging right? • Is your landing page working for you? • Are your ads well written?
- 15. Social Media • Targeting and influencing browsers in their natural space • Facebook: • Share photos & updates • Give potential customers an insight • Engage with existing customers • Validate customer decisions
- 17. Do I need Facebook AND a Website?
- 18. Social vs Website • Your website establishes you as a reputable business and provides information about your services. • Traditional marketing has been a one-way conversation – you telling consumers why your service is the best. • Social media has changed the dynamic and put the power in the hands of consumer; they drive discussions and you can create a place for them to do so.
- 19. Your website • Blog: Showcase that you know your area of field or expertise; • You are a thought leader. • You should be trusted. • Contact Information; • Phone, Email, Form, Physical Location. • USPs; • What makes you unique? • What makes you the provider of choice?
- 21. Gated Content
- 22. Social Media For Aged Care What can social media do for you?
- 23. Don’t Just Promote - Engage Brand Recognition & Engagement
- 24. Receive Quantitative and Qualitative data Learn About Your Audience
- 25. Increased Traffic and Another Listing on Google
- 27. • What resources do you have? • Tools to help • Can you outsource? • Choose and set your service level to your customers Who Will Manage Social?
- 28. How much content will your resources allow you to create? How Often Will You Participate June 2017
- 31. Which Networks Will I Use
- 32. Facebook • For all difference audiences • Video, Pictures, Links • Create a company page • See which content is most liked • Learn about your audience • Participate in Groups • Advertise
- 33. An eye inside A lot of people are time poor but they want to be able to pop in to see what’s going on in the lives of their loved one, see how staff are taking care of them. One interesting way to solve that issue is to create a virtual community, and take what’s happening in the physical environment and put that online. Matthew Lee, Aged & Community Services National Summit 2016
- 34. • Niche groups • Share links, photos and short messages • Check your competition • Follow trends • See what your audience is talking about Twitter
- 35. • For people who like visual communication • Post photos • Engage with others • Recruit influencers Instagram
- 36. Instagram
- 37. LinkedIn • LinkedIn is an online directory of professionals and companies. • For networking, job searching, hiring, company research, and connecting with affiliates and business related groups. • Establish yourself as a thought leader
- 38. • For demonstrating and engagement • Education • Storytelling YouTube
- 39. What will you say?
- 40. Where do you sit in the market? • Who is coming to you and why? • Where are they coming from? • What do they want? • What can they afford? • What are your relative strengths? • Who is influencing their decisions? • What other factors are at play? Identifying your market position is essential.
- 41. 80/20 Rule • You should only be “selling” 20% of the time. • Think about what content you can provide that will enrich lives, entertain, inform and/or educate. • Ideally, content that is shareable. • So what can you post?
- 43. Your Channels & Your Content • Label 1 -3 in your top three choices of Social Media Platforms you’d like to use • Then next to your 3 choices, bullet point 3 content ideas in each
- 45. Repurpose your Content Time & Cost Saver 1
- 46. Easily create social media graphics using CANVA.com Time & Cost Saver 2
- 48. Time & Cost Saver 3 piktochart.com
- 49. Time Saver 4 Curate other people’s content
- 50. Time Saver 4 Use Facebook Scheduler
- 51. Time Saver 5 Schedule your email updates
- 52. Review your Marketing Annually review your marketing spend and the effectiveness of your communication strategy don’t simply respond to the latest offer and don’t keep doing something if you get no benefit.
- 53. “Free” Opportunities Great sources of referral are: • Hospitals • Word of mouth • ACAT (Aged Care Assessment Team) • Residents and families – past and present • General practitioners • Websites and publications (also included in hospitals) • Local community e.g. volunteers, ethnic organisations, churches • Placement agencies • Other aged care programs Focus on stakeholder engagement
- 54. Marketing Strategy Content Creation Website Updates Social Media Marketing Stakeholder Relationships Job done? …….. …….. Not Quite
- 55. The Customer Experience The telephone experience who is making that call and when should they ring? Consider how incoming calls are managed when your key people are not available to take these calls.
- 56. The Customer Experience The tour ensure the facility is presented in its best light, that the tour is tailored to the customer needs and not a set process.
- 57. The Customer Experience Day of admission Who will be available for the first few days to make sure they are settled? Who can family contact if they are worried? Do you give a small welcome gift on the bed, a posy of flowers from the garden or some lovely cakes and a cuppa for everyone on the day?
- 59. Oxley Home Care - Case Study
- 62. BONUS 2: VR in Aged Care For many dementia patients, virtual reality technology can and is starting to offer a real-world escape into a new world of possibility. A world where the patient's limitations can be forgotten and their horizons broadened through the astounding visual effects of virtual reality goggles.
- 63. VR for Aged Care Practitioners Ben Gatehouse from Southern Cross Care Victoria talks about how aged care staff have the potential to be assisted by the use of virtual reality goggles; "It is terrific if our staff can have a very broad-based approach to managing complex behaviours before going to the use of medications,"
- 64. BONUS 3: PARO Therapeutic Robot • Combining the documented benefits of animal therapy with an environment of care. • Developed in Japan to respond to touch, light, sound, temperature and positioning. • Improves relaxation and motivation, socialisation of patients with each other, and with caregivers.
- 66. Take Action now Book a One-on-one consultation with one of our experts today.
- 67. THANK YOU Contact Details: Samantha Singer 02 9458 7074 samantha.singer@australianbusiness.com.au www.marketingsuccess.com.au www.australianbusiness.com.au
Editor's Notes
- ABCS is part of ABSG – commercial division of the NSW Business Chamber Our marketing services include: developing marketing strategies, building websites, branding & creative design, and outsourced marketing & campaign management
- Independent, not-for-profit organisation, dedicated to helping businesses across the state Mantra: “making Australia better through helping the private sector to flourish” 2nd oldest company in Australia (after Westpac) – over 190 years old 2nd largest privately owned business chamber in the world 20,000+ members 400+ events per year
- Providers cannot afford to be invisible, making effective marketing for aged care providers essential. While there are an abundance of rules and regulations and a lot of changes under the new reforms, some things never change, and that is great relationships and effective communication. So the first thing to understand, and perhaps the most important thing to define – is who are you talking to? Who is your customer? By defining this, you can ensure you’re speaking to them in the right language and you’re using the right platforms to target them.
- Take a few moments now and turn to Page X of your notes. We’ve got a bit of an exercise that will allow you to frame a particular customer segment you want to target. By filling this out as best as possible, it will help us to choose the right marketing channels, the right messages and the right services to market to this particular type of customer.
- Map out everything you know about your target audiences – their demographics, their likes, their pain points You might have several target audiences, but start with focussing on 1 or 2 until you have the time and resources to focus on more Give your target audience a name – it will help you to relate to that persona Having an in-depth understanding of your customers will help you plan your marketing strategy – which products or services to focus on, colours to use, tone of voice, the platforms to focus on to reach these individuals
- So now that we think we have a good idea of a target customer, let’s start to think about where can possibly market to them. Q: if you wanted to find out information about an Aged Care provider for your parent or a school for your child even, what steps would you take?? We need to acknowledge that the internet is now the first place loved ones search when looking for a provider – generally that’s Google we use as a starting point. However, with over 1.8 billion people currently active on social media, it’s a communication channel aged care providers must start leveraging as well.
- So if we start where most people start and do a google search, what comes up; Do you? As we can see, the first 4 entries are Ads – that’s Google Adwords advertising, a form of Search Engine Marketing and I’ll show you how you can appear there shortly.
- But If we ignore the ads for a moment, and do a bit of a scroll, what comes up then? Is it you? These are the organic results – the unpaid Google results that Google most highly favours. Getting your website to list here is a matter of SEO – Search Engine Optimisation
- Essentially, Google Adwords. This is the paid side of search and the part that enables your listing to come up the top of Google.
- When we actively search for something, Google is still our first go-to. However, when we’re browsing and susceptible to influence, we’re most likely on Social Media. As a result, providers who create a Facebook account for their organisation are at a huge advantage. Facebook is perhaps the most important social media channel for aged care providers, and is an excellent way to begin your transition to the digital world if you haven’t yet. People are using social media to get information and to help validate their decisions Creating a Facebook page for your business allows you to share photos and company updates. For residential providers, this could include sharing photos from a recent activity or posting information about an upcoming excursion. For home care providers, this may include news on upcoming staff training or posting promotional material. By promoting this information, prospective care recipients and their families are able to get an insight into your organisation and whether it will be the right fit for their family. For care recipient families already using your services, being able to actively engage with your organisation online can provide real comfort that their loved one is in good hands. Sharing happy photos of activities involving care recipients is especially effective for this, as it helps create a more personal interaction for users. It’s important that aged care providers encourage staff to connect with company social media accounts, and Facebook is no different. This can help build a sense of comradery throughout the organisation, and can be an effective way to let families know their staff are engaged and supportive.
- Your website establishes you as a reputable business and provides information about your services. Consumers have a level of distrust towards corporate websites and question their authenticity. Traditional marketing has been a one-way conversation – you telling consumers why your service is best. Social media has changed the dynamic and put the power in the hands of consumer; they drive discussions and you can create a place for them to do so
- This is a website banner that appears on the home page on rotation. It showcases the USP, some great selling points and effective imagery.
- Another great way to build leads and present yourself as industry leaders is to create helpful content and share it through a gated form This means that in exchange for invaluable database contact details, they get your amazing ebook!
- Promoting educational material on YouTube, starting discussions on Facebook or in LinkedIn Groups, or broadcasting non-urgent messaging and communications on Twitter can all help to engage and develop relationships with families and their loved ones who are receiving care.
- Social media is just that, being social. It’s less about pushing out information and more about engaging with the people on the other end. This is your chance to communicate, to form relationships and to build rapport with customers and potential customers. It’s also a chance to build your brand – to get your name out there and have it more widely recognised.
- Again, we’re looking at boosting you up the Google Listings and Social media is great for this.
- Whilst we’ve touched on facebook a little, there’s a few more things you can do on this platform
- Creating a Twitter account is a great way to demonstrate that your organisation is a thought leader in the industry, as it is the perfect place to learn and share industry news. A Twitter feed is full of continuously updated Tweets, meaning the more aged care sector Twitter profiles you follow, the more resources and information you will have access to. Like the other social media platforms listed, Twitter is an excellent way to engage with the general public, with followers able to ask questions and make comments on your page. This can promote great dialogue with the families of people under your care, and can create an efficient and simple way to answer questions from prospective and current care recipient families. Having an active social media presence also highlights that your organisation has the staff resources to invest in digital communications, differentiating your business from that of your competitors. Like all social media channels, having an online presence on Twitter creates an additional, free promotional source that users can access at the click of a button.
- Designed to help professionals and businesses connect, you can create an organisation page on LinkedIn to promote internal jobs and connect with prospective and current staff. LinkedIn can also be used to share updates, which could be about the organisation itself or a relevant external communication, such as an article on aged care trends. Because it’s got a professional and recruitment focus, LinkedIn is not the right platform to share photos of care recipients. As a result, if you don’t have bandwidth to manage multiple platforms, you might want to stick with Facebook at the moment. However, if you do have the bandwidth, there’s a lot of opportunity for aged care on LinkedIn.
- Video is king at the moment and Youtube, owned by Google is the best place to put it - SEO Subtitles Share on Facebook
- We’ve covered the where. But what are you saying? Once you’ve selected the channels you want to use, it’s a matter of crafting the right messages and the right mix of content
- This comes back to looking at your customer personas and understanding their needs – and how you can both highlight and address these needs.
- Exercise 2
- You want to generate more traffic, build your leads converse better with your customers and potential customers To do all of that, and do it well, you need to invest in marketing or time on your website and on your activities. There are a few time saving techniques I can show you though
- Remember this example facebook content post? Well, it was actually a blog post first and they repurposed it for social media! There’s no reason you can’t do the same
- Who’s currently sending newsletters? What are you currently using? What are they for? Are you scheduling them?
- The other thing to look is the free channels of marketing; look at your stakeholder relationships and which ones you can better leverage. Who can you do cross promotions with?
- Once you’ve got your marketing in place and you’re tweaking it as you go, your next focus point is your incoming leads and your existing customers. Look at how you treat them, the experience you give them, how you surprise and delight them. The happiest clients will become your biggest advocates
- Once you’ve got your marketing in place and you’re tweaking it as you go, your next focus point is your incoming leads and your existing customers. Look at how you treat them, the experience you give them, how you surprise and delight them. The happiest clients will become your biggest advocates By taking the time to make a difference you’ll see results as your most powerful marketing tool is free and right under your nose – it’s you, your staff, your clients and their families.
- Once you’ve got your marketing in place and you’re tweaking it as you go, your next focus point is your incoming leads and your existing customers. Look at how you treat them, the experience you give them, how you surprise and delight them. The happiest clients will become your biggest advocates By taking the time to make a difference you’ll see results as your most powerful marketing tool is free and right under your nose – it’s you, your staff, your clients and their families.
- Surprise and delight exercise – name three times of year you can surprise and delight existing customers and what you can do at each time.
- Tapestry is a website and an app that combines a very simple tablet application with the online service to help seniors stay connected to their families and the communities in which they live. With Tapestry the user can receive photos shared by children or send them messages. These capabilities are paired with a super user-friendly iPad or Android tablet app, designed for anyone who doesn't want to constantly keep up with changing technology. The Tapestry app adds a range of other features designed to keep the elderly user connected, in a simple interface It also has a “med reminder” function
- At Mercy Health Care in Shepparton, Roy was one of the more isolated residents; he was often confused, tended to sleep a lot, and often became agitated in the evenings. But since Roy has been participating in a virtual reality lifestyle program at Mercy Health Shepparton, the aged care facility where he lives, staff report that his agitation levels have decreased and his engagement with others has improved. As an email from his daughter to the facility’s management attests: “… I noticed quite a difference; he was out in one of the lounge rooms singing, he also spoke to me and seemed more engaged and he was asking questions. We even had a few laughs and he appeared to be much happier than previous visits. As far as I can see the program is already making a difference.” Karren Gooding Karren Gooding, Mercy Health’s lifestyle manager, says that from the first time Roy participated in the virtual reality experience, staff noticed an improvement in his behaviour. “Due to his dementia, he tends to shake a lot, and his shaking actually stopped while he was completely immersed in the program,” she tells Australian Ageing Agenda.
- PARO is an interactive robotic seal. This cuddly and responsive robot provides undemanding interactions and can deliver outcomes similar to animal-assisted therapy. developed in Japan, it responds to touch, light, sound, temperature and positioning. So the sensors it has perceives individual interactions, and its environment. It can process voice recognition and imitate animal behaviour, enabling PARO to develop its own character. PARO responds to sound and can even learn common words over time, such as its chosen name. PARO has been shown to have a positive psychological effect on people living with dementia, improving their relaxation and motivation, as well as the socialisation of patients with each other, and with caregivers.