Transcript Proposal for Embrace Wigan & Leigh

Marketing for Social Care
Graham Parker MA MCIPR
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Introduction
Industry Overview
Personalisation & Marketing
Case study – is this you?
Future strategies
Introduction
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Award winning Marketing & PR specialist
Nearly 20 years experience
Worked with business support agencies
Work in partnership with Voice Marketing
Industry Overview
Personalisation
• 10,000 people across the country on Individual /Personal
Budgets
– 26% - Learning Disability
– 19% - Physical Disability
– 46% - Older People
– 8% - Mental Health
• 119 Local Authorities signed up to In Control
• 21 Total Transformation members
Industry Overview
• The number of people over 85 is expected to double by
2020 (Our Health, our care, our say 2006)
• An extra £1.5 billion is needed throughout the UK over the
next 10 years to provide good quality Social Care
• 1.4 million people have some form of learning disability in
the UK (Community Care 2007)
• There will be 15,000 additional people requiring Social Care
by 2011 mainly due to people currently living with elderly
parents (Local Government Association 2007)
Industry Overview
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Growing market
Performance measured
Cost of delivery critical
Adapting to changing market - key
Governmental change???
Case Study - NORSACA
• NORSACA – Specialist in Autism services
• Over 40 years of experience
• Provide day care, outreach, residential,
supported living and educational services
• Over 300 people use the services weekly
• Asked for a complete marketing review
• They saw the change – is this you?
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Case Study - NORSACA
Comprehensive review of services
Review of customer base
Analysis of future customer base
Customers V Consumers
What were the core values of the service?
How did it communicate with customers?
Did it have the resources?
Prepared a full marketing strategy
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Case Study - NORSACA
Services – what did we find?
An organically grown service provider
Multiple target markets – private, public
Very diverse, various identities, inconsistency
Flagship, highly praised, oversubscribed
Cinderella services
Little connection between services
Missed marketing opportunities
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Case Study - NORSACA
Customers – who are they?
Local Authority block contracts
Very customer focussed but – LA orientated
Language, content, focus – on outputs
Will this work in future?
Who will be future decision makers?
LA, care providers, individuals?
How different will your market be?
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Case Study - NORSACA
Look at the impact of personalisation
Will your service users make the choice?
If not – who will?
How will you influence them?
How can you influence the influencers?
What do you think they want to know about
your service?
• Why should they choose your service?
Case Study - NORSACA
• What are their core values?
• We found a customer focussed, all about the
individual, very personal support ethic
• But not in the marketing material!
• All about the service, what it offered
• Not about the impact and benefit to the
customer/consumer
• Is this your service?
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Case Study - NORSACA
Sector trend – hide light under a bushel
Do you shout about achievements?
What are they – are they your customers?
Why not?
Press coverage was about NORSACA – not
its customers?
• Is this your service?
Case Study - NORSACA
• How did they communicate with customers?
• Print material, on-line, events and social
media
• But – inconsistent
• Glossy material for Flagship – none for
others
• If this is you – what does it say about your
service?
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Case Study - NORSACA
Routes to market – will they change?
They focussed on relationship marketing
If you do, will it work in future?
Are there networks, support groups
Where should you target your media PR?
Who should you feature in it?
Events – can you become a centre of
excellence, a provider of choice?
Case Study - NORSACA
• Marketing resources
• Part-time communication/fundraising
manager – very thinly stretched
• Result – ad hoc marketing, poor focus
• But – have a wealth of good stories to tell
• Parents and carers see it as exemplary
• These are the real influencers and they
network
Case Study - NORSACA
• Everyone is in the marketing team
• Every aspect of a service has to be
considered from a marketing perspective
• From answering the phone to dealing with
service users
• It is not about the glossy brochure
• Your brand experience lies with everyone
who interacts with it
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Case Study - NORSACA
The Competition – did/will they have any?
Recognised they will increase
Bigger players, smaller fish
How did they compare?
Have you benchmarked your service
Who are the exemplars?
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Case Study - NORSACA
Our marketing strategy recommended:
Full review of marketing activity
Focus on the customer benefits
Consistent message of core value
Increased resource
Shout about success
Don’t be afraid to say how good you are
Clearly differentiate yourself
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Case Study - NORSACA
What have they done since?
Recruiting a Marketing Executive
Using case study techniques
Placing them on Website
Using social media more effectively
Shifting the focus of their messages
Could this be you?
Future Strategies - Think Tank Live
•Looking for key Marketeers:
•Identify best practice to help drive change
•Develop ideas and unique approaches for the sector
•Benchmark effect campaigns re Personalisation
•Raise the profile of marketing in the sector
•Influence commissioning, funding and outcomes
•Sheffield – London –North West
Future Strategies – Accelerator Programme
Service provider six month fast track programme
Leadership and strategy
Creating a Person Centred Culture
Community Focus
Support planning and review
Finance, HR & Marketing
Reviewing and improving your services
In Conclusion
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Have a clear vision and mission
Define your strategic objectives
Understand where you are in the market place
Research and understand your target audiences –
what do they want?
• Look at all your key messages
• Consider marketing in everything you do
• Constantly revise and improve
Questions?