How to market care and support services to older people and their families
Here’s sound advice on how to stand out from the competition and get your message across quickly and easily
The Care Act reforms, austerity policies and increased demand are restricting and reducing the services available from the State to support older and vulnerable people to live independently.
By default this is increasing the number of self funders whilst also constraining and threatening the traditional revenue streams many providers of care and support services have relied upon.
That’s why so many service providers see the older people market as a vital one to their business.
No one is pretending this is an easy area to break into as you’ll be marketing complex products and services to an audience that often is in denial and has no experience of them. But get it right and the benefits to your organization and its service users are huge.
To make a success in this area you need to;
• Identify who your potential customers are and what their current and future care and support needs/ wants are
• Win the trust of older people, their families and other professionals
• Sell something that is often seen as not ‘desirable’ to people who might not recognise that they need it
• Ensure you’re marketing & communications are visible at the right time, as the triggers are often unpredictable
• Avoid falling into the usual traps that many organistions make when communicating with older people
Quite a handful! We’ll touch on all these tricky problems – and more – during our one day workshop.
David Silver will give you invaluable knowledge on:
• What should you consider when marketing these types of products and services to this audience?
• Who are the stakeholders and how to segment your audience?
• What do the statistics tell us about people’s daily living needs?
• What do the statistics tell us about current housing provision?
• What does the typical consumer journey look like?
• What are the main barriers and enablers to the purchase and greater use of products and services that can help
• What are the main channels of communication and where do people go to look for ideas
Your trainer
David Silver of Years Ahead draws on their vast database of primary research into our ageing population’s attitudes towards independent living and the products and services that will be required to support them.
What delegates say
Tracey Ward, Supported Housing Manager, Nottingham Community Housing Association