Consumer directed care (CDC) offers the public greater choice and more control when it comes to choosing an aged care provider. In response, the industry must evolve and adapt to the change if they are to remain competitive. Marketing and communications will be increasingly more important to aged care providers as the onus will be on them to appeal to their stakeholders through their reputation and brand in order to stand out against competitors.

Three key must-knows about CDC from a communications perspective:

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When I was at high school and university, the idea of working in aged care was never brought to my attention. The plan was to either become a leading lady on the big screen, or work in the humanitarian sector.

Today I’m a marketing and communications consultant and passionate human rights advocate. I’m also looking to get back into theatre.

But I wonder what shape my path would have taken if I had been informed about becoming a carer for those in aged care?

It’s no secret that most aged care providers across Australia are in urgent need of Division 1 nurses and personal care workers. In addition, the challenge remains to attract young people, graduates, who have a passion to work in the aged care sector.

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Older people are often the best stories tellers. As a Gen Y, I still love listening to the stories of older people, particularly when I get the chance to visit a residential aged care facility. Their tales of love, heartbreak, regrets and wisdom continue to intrigue me. It’s also one of those beautiful and rare moments where young and old come together.

More and more aged care providers are seeing the value of intergenerational activities – at Ellis Jones, we call this activity community engagement.

Rather than looking to create brand awareness through costly traditional marketing exercises such as advertising, some providers are seeing the value of introducing residents programs designed to keep older people connected to their community and loved ones through networking.

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As you plan 2013, start by considering how well you really know your customers and what they think about you. What is it that makes your business more special than competitors for your clients?  What is the importance of your customers’ opinion and why is this insight for your business? It is crucial that your clients understand your business and the services that it provides as they are the ones that enable your business to exist.

Therefore, in order to market effectively you must have a comprehensive understanding of the perceptions and opinions your stakeholders have about your organisation. When it comes to marketing and branding, aged care providers are no different – consumers must feel in-tune with the organisation’s values, be aware of its goals, and feel acknowledged in the plan for the journey ahead.

At Ellis Jones, we have adopted a research as engagement model to connect our clients with their respective stakeholders. This proven model is an efficient, cost effective and comprehensive method to gauge where our clients sit with their current customers.

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Last Tuesday night, a year’s worth of planning and effort culminated in a great big Hanukkah present for Emmy Monash Aged Care: a permit to build a state-of-the-art aged care facility in the Melbourne local government area of Glen Eira. Designed by award winning architects, Bates Smart, the building will be without par in Victoria.

Ellis Jones began this journey with Emmy in November 2011. Over the past 12 months we have conducted a stakeholder engagement program, called Shape Tomorrow, developed issues management and contingency plans, crafted press materials, guided political engagement and implemented a local community campaign to raise brand awareness.

The Shape Tomorrow campaign comprised in-depth stakeholder interviews of community leaders, focus groups and community surveying. It’s reach extended to about 3000 people, enabling Emmy to demonstrate a genuine interest in the community and a powerful groundswell of support for the new facility.

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“I want an employer that is supportive and caring.”

“A good employer values its staff.”

Does this sound familiar to you?

Right now, Ellis Jones is conducting a series of employee focus groups for a Victorian based aged care provider.

During these focus groups, I’ve discovered that there are some fundamental emotional and functional benefits employees seek from an employer, with some important cultural twists.

Yet in the aged care sector, providing employees with a balanced and fulfilling work environment seems increasingly challenging for most providers. In fact attracting and retaining the right employees in the aged care sector has reached a critical point.

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It takes seconds. It’s incredibly convenient. Simply type in a key term into Google search and an endless list of answers is presented.

Yet this is not necessarily always the case for people in need of aged care services. As people come to need aged care support, whether in residential care or in-home care, they often turn to their local council for practical advice and solutions.

Local councils have done well to position themselves as the community’s central information hub. As the ageing population continues to expand, councils are even more geared up to provide confused consumers with a breadth of aged care support and services. In fact, councils such as Glen Eira have implemented a five year ageing strategy designed to keep older people active and engaged in community life.

The aged providers that enjoy a high level of visibility among councils, specifically among those who work in aged care, are likely to be recommended. This will at least ensure aged care providers maintain a flow of enquires and maintain a healthy waiting list.

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The Living Longer Living Better (2012) aged care reform is causing an industry push on aged care providers, shifting the focus away from the operational to a consumer-centric business model.

The introduction of the user-pay system enables greater flexibility and choice for recipients, meaning that consumers will have a greater interest in how they choose to spend their money. As a result, consumers will want more choice and will be critical when selecting an aged care provider.

What does this mean?

If aged care providers want to stand out of the crowd they have to differentiate themselves from the competition, not only with the services they deliver, but also with their ability to understand their consumers and reflect this understanding in the programs they deliver.

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The government’s pledge to strengthen the aged care workforce through its $1.2 billion workforce compact is a long-term strategy. If it’s implemented effectively, workers are promised higher wages, improved careers structures and better work practises, plus more.

So what’s the issue?

For many providers, the immediate issue to fill staff shortages remains. Some aged care providers are now head hunting for staff, while others will continue to pay high commission rates to secure nurses and carers through recruitment agencies.

How about hiring people like Betty?

 The story of Anthieng (Betty) Majak, a former refugee employed at the Doutta Galla, is at once heart-rending and heart-warming, and underlines the important role refugees are playing in caring for our elderly.

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Do consumers in need of aged care support rely on the back of shopper dockets for aged care information? Recently, a new sales promotion caught my attention via this medium. Behind that list of my week’s groceries it proposed, “Need care at home? Mention this shopping receipt for a free consultation, valid until 6 August 2012″.

Private aged care and disability provider, Care Choice is directly appealing to the consumers who are prepared to spend money for aged care services. For $39.50 per hour ($49.50 on weekends), an older person can access the types of services a government funded home care package offers: home care, meals, assistance with shopping etc. Depending on the needs of the individual, Care Choice will arrange the appropriate services. Read all…