ellis jones - tri-state conference 2013 - communicating reform
TRANSCRIPT
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Communicating reform.
Aged care reform will see increased choice, transparency, consumer power. Are you ready?
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“It‟s not the strongest of the species that survives, nor the most intelligent, but the most
responsive to change.”
— Charles Darwin,1882
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Aged care reform
—Financing
—Staffing
— ‘Consumer directed care’ - CDC
– Political buzzword? I thought we were already doing that? What does it look like?
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“CDC providers are responsible for selecting participants, undertaking
needs assessments and care planning, administering participant allocations
and organising coordinating the delivery of supports.”
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“Participants are actively involved in all aspects of planning and decision-
making, and are able to take on aspects of package administration,
management, and support coordination themselves ...”
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CDC
— Greater control type and delivery of services
— Personal budgets over which consumers have some control
— Basic level with option for other services
— ‘Fee for service’ market
— Direct payment: recipient gets funds (5 yrs)
— Deregulation (5+ yrs)
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Value = Benefits / Cost
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Broad implications
— Providers need to start building brand presence now and over next five years
— Consumer expectations more value orientated
— Go shopping: value for money and best mix of services
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“There is going to be more demand for control by the
baby boomers.”
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Your core business
— …is communication.
— Reforms place higher communication onus on providers
— Get it wrong and the costs are high in terms of productivity, efficiency, risk and reputation
— How well do you resource communication?
— Who is responsible for communication?
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Community engagement is marketing in aged care.
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Reflecting community attitudes in care and
accommodation gets better health outcomes.
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A community asset
— ‘We are community’
— Aged care is an essential service
— Insurance for every community member
— Engender a sense of ownership
— Stimulate community pride
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„Research as Engagement‟
— Define value from consumer perspective
— Have a hypothesis but no assumptions
— Ask the right questions the right way
— Start in your own backyard
— Demonstrate you value opinions
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Connect
— Why does your work matter?
— Shared challenges, shared success
— Gaining licence for further communication and/or relationship
— Relevance: message, activities and accommodation
— Empower facility level staff
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Archetypes
InnocentEverypersonHeroExplorerLoverRevolutionary
Caregiver CreatorMagicianRulerSageJester
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Branding
— Define who you are rather than waiting for someone to do it for you
— Strategic branding drives efficiency by deciding customer segment
— Defines the experience customers can expect
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Branding steps
— What do we do?
— What do our customers want?
— Are our employees willing and able to deliver on the brand promise?
— How is it different from the competition?
— Will it be relevant in 10 years time?
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Unique value proposition
— Promise of value to be delivered
— Primary reason someone should choose you
— Clear, concise
— Explains relevancy - how you solve customer problems or improve their situation
— Quantifies value with specific benefits
— Differentiates - why you, not the competition
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Emmy Monash is an award winning Jewish aged care provider delivering
independent living, residential aged care and respite services. With an
unparalleled range of lifestyle activities and accommodation, you have the
freedom to plan the next stage of your life, in comfort and with confidence.
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Key messages
output + outcome = message
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Path to purchase
— Understand how customers find you
— Who plays a role in influencing the customer decision; how can you make their job easier
— What relationships can you leverage?
— Create an experience that resonates at every step of their journey
— Embrace online communications.
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hospital
Communitycare
Health services
Website
Family &friends
Aged careprovider
Onlinedirectory
Retirementliving
Media
Socialgroups
Socialmedia
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Hospital
Communitycare
Healthservices
Family &friends
Aged careprovider
Onlinedirectory
Retirementliving
Media
Socialgroups
Socialmedia
Website
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“Heather Hill Pathways, based in Queensland, is the first aged care organisation to bring together the
expertise of a range of nursing, law, financial planning, mediation and
counselling professionals to provide an integrated service for clients and
families.”
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Downloads
— www.ellisjones.com.au
— CDC impact overview
— Agency blog/news feed
— Twitter: – @ellisjoneslive
– @EJHealth_Ageing
— Facebook: EllisJonesAU
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Consumer is king.
The Customer is queen.