Blog | Angela Gifford

The Need to Market to People Who Do Not Need Care

The New Year – Time to Re-Assess to Attract Customers

For the majority of older people and their families the purchase of care is a grudge purchase. It is not necessarily so when an individual has a crisis and the provision of available care is seen as a blessing, something, at the time, to be thankful for.

At such times, times of crisis, care providers, both in home care and aged care will find it easy to attract new customers. The cost of any care available will be secondary to the fact that care can be provided and soon.

However, very few businesses can survive on crisis customers and it should be recognised that each care providers marketing strategies may depend on attracting and interesting people who at the time they first come across a care provider’s name do not actually need to access or pass on details about available care services.

Individuals who are in this category are in a wide selection of classification. They will be older people, relatives and friends of older people, service professionals working in any aspect of the care sector, volunteers through to retailers which have an interest in care such as pharmacists, aids and equipment stores, etc.

Any marketing and promotional activity to ensure that new customers are going to make contact with your care organisation when they have a care need or know of a person who requires care, should be considered, planned and directed on a regular basis to these individuals and organisations.

The beginning of any new year is the time to re-assess and plan marketing and promotional activity.

When competition in the care sector is increasing at a higher rate than ever before as new entrants come into the market place, older and tired methods need to be changed and refreshed to attract attention. Imaginative ideas and projects will attract attention to the services you are offering. The regular ‘drip, drip’ of slightly different information about your services will establish your name as a care provider. This ensures that when they need a care service or know someone who does, your organisation will be the first one they call.

By:  Angela E Gifford
Posted:  8 Jan 2016

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