68% of aged care marketers say that a website is the most effective channel to acquire clients. After doing their initial search online using established directories, family carers usually visit other websites to learn specifics. (Brooks Adams Research).
Almost 90% of Australians in 50 to 70-year-old bracket have a smartphone that can connect to the internet. (Office of the eSafety Commissioner)
Facebook users in Australia aged 45 to 65 doubled from from 14% in 2010 to 30% in 2016. Facebook users in Australia aged 65-plus increased from 104,000 in 2010 to 950,000 in 2016. (Australian Ageing Agenda)
The internet outranks TV and paid media as the number one source for gathering information. 83% of senior living consumers research options on Google. (Google)
Baby boomers spend up to 23 hours a week online. Most of them read emails and the news, shop, use social media, and watch videos. (Google)
Media spend in the aged care and retirement sectors increased year on year by 28%. (The Weekly Source)
Senior living marketers name their top 3 priorities: lead generation (78%), brand awareness (58%), and sales (53%) (Brooks Adams Research).
Customers are willing to pay more for excellent customer service. However, aged care providers have a long way to go. KPMG interviewed consumers and conducted “mystery shopper” calls to providers in Australia.
Here are some of the findings:
Due to not only changes in the industry, but in channels which customers use to interact with businesses, there is a need to to re-address your route to market and communication across the customer journey.
This has accelerated with the recent deregulation as competition has increased, and it is now the responsibility of customers to research and engage providers.
It’s more important than ever to review your customer journey to be able to understand how people are finding you and how your organisation is interacting with your customers across the different stages in their journey. By mapping their journey, you are also able to spot weak areas and improve the customer experience at every touchpoint. This can support not only acquisition but also retention and referrals.
It takes empathy and experience to understand the circumstances that a care recipient or family carer may be experiencing when they have to consider residential aged care for an elderly loved one.
The family carer is surrounded by many choices, much information and they have to absorb this detail and manage the residential care admission process during a time when their loved one is experiencing an increase to health care needs; all leading to increased anxiety and stress.
Regular changes in the residential care industry means continuous effort is required to keep up-to-date with changing rules and regulations
Consumer awareness and paths that are taken to build knowledge about options in general and individual facilities are evolving all of the time.