How to Market Directly to Service Users

If you're new here, you may want to subscribe to my RSS feed. Thanks for visiting!

This is a version of a presentation I recently gave in-house to a client preparing to *launch* their organisation online and offer a range of personalised services far and beyond their traditional geographical boundaries. Interesting…an immediate example of how the Internet can offer increased possibilities for marketing directly to potential clients wherever they are…

As I was preparing to post this here a bit of Internet news I heard about was the announcement by Swindon Borough Council that they will be providing free Internet access to all its residents…Interesting again…

Expect to see more competition online in the care and support sector as end customers, brokers and families use the Internet to gather information about what’s available in their area. I also predict there will be a demand from service users to be able to see customer reviews and ‘assess’ the reputation of service providers via the Internet.

If people want to access your information online (see the presentation for stats) and you’re not there or can’t be found you could be missing the boat…

Final points to make clear:

1. Internet marketing for care and support providers is relevant and works on a national and local scale. The smallest community providers can benefit. “Google Local” helps local businesses get found in their local area. (like everything there are a few tricks to be aware of and a learning curve to navigate but useful for providers of all sizes)

2. Internet marketing opportunities exist for virtually every segment and sub-sector of the care and support market regardless of the client group or type of service.

3. Internet marketing isn’t about just a website or the online equivalent of a brochure with some ‘blurb’ in it. It’s about creating a strategy that will attract and engage visitors, grow your reputation, create opportunities for connection offline and generate demand for your service offerings.

If you’d like to talk about your Internet marketing strategy drop me an email…

Are You a Happy House or Panickity Place?

Most people I meet in the care and support world are passionate about what they do and really want to make a difference…

Making a difference for vulnerable people on an individual basis is where it all starts but actually sustaining a successful viable business based on high quality services is equally about making sure you have a growing reputation and are constantly attracting new opportunities…

In a previous post about a marketing definition that brilliant services linked with a “marketing mindset” and a plan to go with it will be far less vulnerable to the challenges as we move to a personalised services market…

Fair enough but I’m thinking we may have a problem…

I ‘get’ that people are busy and up to their necks in it. I understand. It’s why learning new skills such as marketing are often seen as “as important add-on when we get time”…

So maybe now’s a good time for some to have a fundamental re-think?

If the market is to become more consumer driven through the personalisation of services my prediction is a smart ‘community marketing’ approach will be critical for the survival and growth of locally based organisations.

I don’t think I’m overstating the case here, although I’m sure what I’m about to suggest may possibly seem like a bit of a stretch or perhaps slightly outlandish to some (?)…

The Business of Marketing Care and Support Services

Regardless of what kind of service you’re providing, you’re in the business of marketing.

Here’s what I mean…

Firstly everyone has a business to run. No matter whether private of not for profit, a business has to be viable. A profit or surplus allows the enterprise to remain stable and/or expand services to help more people.

Second, the extent to which the business is successful as holding onto existing and creating new opportunities is more dependent on effective marketing than people realise. For example, if you’re contractually obliged to deliver a level of service based on number of clients, occupancy rates you need to market effectively enough to ensure enough referrals to satisfy the conditions of your funding agreement.

The Tale of Two Services

To illustrate the point further, consider the tale of two services

‘Panickity Place’ and ‘Happy House’

Panickity Place prides itself solely on the close relationships it builds with its service users. Sometimes staff have fall outs with service users and people moan. They have high levels of staff absence but it’s always been like this and they quite like the drama of been “up against it” most of the time.

When they aren’t working to full capacity Panickity Place staff talk about lack of referrals and blame it on low demand, on referrers being too slow or sending “inappropriate” people through.

Happy House, serves a similar client group just up the road. It’s always full and has a waiting list of people who are generally a good fit for their service. Happy House is often featured in the local paper and has a good reputation with local people

Panickity Place thinks Happy House “cherry picks” its clients and has somehow created an unfair advantage although no one ever says this openly.

What’s the Difference Between Perfect Place and Happy House?

Happy House knows its in the business of marketing.

The purpose isn’t to suggest that the primary role for any provider is anything other than existing for its service users – this is true but by seeing yourself in the marketing business you’ll understand that its what you do to remain financially viable and grow that allows you to provide continually improved services that allow for investment in customers.

Services that are marketed effectively have more chance of been resourced properly to give service users a better quality service. Profit and surplus creates opportunities for re-investment and expansion of a successful model so more people can benefit from the success.

Next Page »