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…

Is This The ‘Ultimate Outcome’ for Personalised Services?

A Vision of Choice and Control on Vimeo.

This is the second of three videos produced by the DH Care Networks on the Personalisation Agenda to introduce key themes for social care transformation. Although the series is aimed primarily at local authorities, the narrative sets out the issues nicely and provides useful insight for providers and service users too – well worth watching – not least because it got me thinking about what people really will want from the transformation…

If it was possible to pin down the absolute ultimate outcome what would it be ?

What Does Everyone Want?

I found myself listening to Peter Gilroy’s contribution feeling enthusiastic about the agenda – specifically becasue of the way he points out that putting people first is about transforming the way we actually think about (all of) our lives and how people living into their 70s and beyond have different aspirations now than in the past.

If social care transformation is about embracing the way we want to live our lives today and in the future, it’s also about understanding the way society has changed. We all want and need to have a sense of purpose in our lives, whatever that means from an individual perspective.

I believe this is true regardless of age, disability, financial resources, cultural background. I only have to look at my partner’s 85 year old grandmother who has just moved into a nursing home. Despite illness and mobility problems, this change has given her a new direction and she is busy personalising her room, organising her time and quite literally directing her support… (as Nigel, my father in law will testify)

By looking at the biggest picture I feel there are vital clues for commissioners and providers who really aspire to part key players in local markets. There has to be an understanding of the emerging trends in the way people are living their lives. Like Peter Gilroy says on the video, (paraphrased) “people in their 60/70s want to be jumping out of planes…”

Although I’m sure he doesn’t mean it literally, it’s an interesting point. People between the ages of 60 and 70 today were young people during the sixties. If you’re going to be providing care and support services for older people in the next 5/10 – 20 years this generation is your target market. Keep this in mind and remember any service which helps people retain or find a renewed sense of purpose will always be in demand.

The other videos in the series are available here:

1. Transforming Adult Social Care
2. A Vision of Choice and Control (this page)
3. Leadership and Partnership

Next Page »