New report explores the role of marketing in aged care’s future

The future of marketing in the aged care sector is under the microscope in a new report released by August, a team of multidisciplinary industry experts from the likes of Baptcare, Calvary Health Care and Benetas.

Key points

• The Future of Marketing in Aged Care Report recognises there is a significant opportunity for marketing professionals to “make a positive and meaningful contribution to how people experience aged care now and into the future”
• With a growing shift towards greater consumer choice and control, providers not only have to modernise their service offerings but they have to make sure there is authenticity, support and trust in marketing activities
• Experts also recommend that providers embrace technology in service delivery, prepare for a shift to the user-pay model and tap into the power of values alignment to strengthen workforce

Setting the scene

The Report’s opening statement labels aged care as a fascinating and sophisticated sector at a crucial juncture. An ageing population and the continuing influence of the Royal Commission into Aged Care Quality and Safety are largely at the centre of this change.

Delving into the influence of marketing, though, is a new angle for aged care. Conversations around direct care, the consumer experience and funding are common; marketing tactics and impact are not. 

But as the Report states, “The positive influence and impact marketing can have at the executive table should not be understated. This is especially true within organisations that operate in a sector rebuilding brand trust and responding to changing consumer sentiment.”

With one eye firmly on the future of aged care, the Report sets the scene by analysing the current landscape of marketing aged care services. Many industry experts label it as a “challenge”, according to their research interviews. 

Marketing cannot be looked at in isolation, however, and it is still linked to four key market forces affecting the entire industry. They have been identified as:

• Australia is growing older, quickly
• There is a critical shortage of staff in aged care
• More people are ageing at home than before
• There is a growing shift to empower customers rather than providers

Each modern-day market force impacts on the future of aged care and the recommendations made by the August team.

A customer-centric focus is the way of the future 

Among the range of recommendations made in the Report, there is one overarching theme they believe most important: Organisations must be entirely and consistently customer-centric to succeed in marketing and delivering aged care services.

They suggest that organisations approach all activity from the perspective of customers and families to ensure there is understanding and alignment between values and emotions. That said, they also recognise it is a significant and delicate challenge. 

Therefore, nine recommendations have been made to assist in guiding organisations and their marketing efforts across the board. This includes both customers and staff. The recommendations are:

1. All marketing activity must appreciate that customers are hypervigilant
2. Say what you’ll do and do what you say
3. Recognise that purchasing aged care is an emotional experience, not a transaction
4. Marketing cannot simply be promotion
5. Match a personal approach to care with clinical prowess
6. Be aware that products and services are – and will continue to be – in a state of flux
7. Start preparing for the inevitable, long-term shift to a user-pay model
8. Embrace technology in service delivery, particularly in Home and Community Care
9. Leverage the power of values alignment to overcome staff shortages

More information on each recommendation can be found here. 

While each recommendation tackles a key issue, overall, the Report says it’s important to provide detailed, value-adding and educational content to assist customers and families when making informed decisions about aged care. 

A customer-centric approach will be essential as the shift towards greater consumer choice and control results in modernised aged care service offerings. Organisations need to align their marketing strategies with key reform changes, such as a user-pay model so that customers are included and encouraged in the journey.

Importantly, it highlights that a marketing lens can add value to any aged care brand. 

“This report recognises the influence that marketing can have at the executive table in aged care organisations. Being able to speak about service delivery, planning, customer experience, workforce and talent challenges–all with the presence of a marketing perspective–adds value and opportunity for aged care brands,” it concluded.