Communicating reform.

Aged care reform will see increased choice, transparency, consumer power. Are you ready?

“It‟s not the strongest of the species that survives, nor the most intelligent, but the most

responsive to change.”

— Charles Darwin,1882

Aged care reform

—Financing

—Staffing

— ‘Consumer directed care’ - CDC

– Political buzzword? I thought we were already doing that? What does it look like?

“CDC providers are responsible for selecting participants, undertaking

needs assessments and care planning, administering participant allocations

and organising coordinating the delivery of supports.”

“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 ...”

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)

Value = Benefits / Cost

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

“There is going to be more demand for control by the

baby boomers.”

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?

Community engagement is marketing in aged care.

Reflecting community attitudes in care and

accommodation gets better health outcomes.

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

„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

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

Archetypes

InnocentEverypersonHeroExplorerLoverRevolutionary

Caregiver CreatorMagicianRulerSageJester

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

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?

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

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.

Key messages

output + outcome = message

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.

hospital

Communitycare

Health services

Google

Website

Family &friends

Aged careprovider

Onlinedirectory

Retirementliving

Media

Socialgroups

Socialmedia

Hospital

Communitycare

Healthservices

Google

Family &friends

Aged careprovider

Onlinedirectory

Retirementliving

Media

Socialgroups

Socialmedia

Website

“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.”

Downloads

— www.ellisjones.com.au

— CDC impact overview

— Agency blog/news feed

— Twitter: – @ellisjoneslive

– @EJHealth_Ageing

— Facebook: EllisJonesAU

Consumer is king.

The Customer is queen.