Download Marketing for Providers

Marketing for Providers
Catherine Titherington
Voice Social Marketing
Welcome
• Introduction
– Catherine Titherington
• Consultant – Voice Social Marketing
• Managing Director
• Social marketing company working in the Social
Health Care, Public and Third Sector
• Background Commercial and Social Marketing
• Nephew Joseph the first person in the country to
have his own individual budget
Agenda
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Overview – Scope of the task
Marketing – What and Why?
Opportunities – The “new” customer
Case Studies and Future approach
Icebreaker
• Plastercine
Commercial and Social Marketing
• What is Marketing?
• It is not, selling, leaflets or a website
• It is......
– Delivering the right products and/or services to the
right audience at the right price and right time and for
a profit!
• Social Marketing
– The application of marketing concepts and techniques that result
in exchanges with the achievement of socially desirable aims;
that is:- objectives that benefit society as a whole.
Why marketing is so important
• Why marketing is so important to the service sector.
– Creates awareness of services
– Differentiates services
– It is a practical process that puts the customers needs first rather than the
concerns of the provider.
– A way of fitting our planning and implementation of services in a way that
emphasises the needs of the customer, client or person in need .
– Helps the organisation achieve its goals by providing customer satisfaction
• Why does “marketing” have negative associations in this sector.
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Seen as selling
Not previously needed – “our client is the Local Authority not the end user”
Associated with an intensely capitalist and commercial environment
Seen as irrelevant or inappropriate to this sector
New government agenda
Coalition - Programme for Government
Social care and disability
• The Government believes that people needing care deserve to be treated with dignity
and respect. We understand the urgency of reforming the system of social care to
provide much more control to individuals and their carers, and to ease the cost
burden that they and their families face.
• We will establish a commission on long-term care, to report within a year.
• We will break down barriers between health and social care funding to incentivise
preventative action.
• We will extend the greater roll-out of personal budgets to give people and their
carers more control and purchasing power.
• We will use direct payments to carers and better community-based provision to
improve access to respite care.
• We will reform Access to Work, so disabled people can apply for jobs with funding
already secured for any adaptations and equipment they will need.
http://programmeforgovernment.hmg.gov.uk/social-care-and-disability/
The Marketplace
• 27,000 Providers of Services in the UK majority with no clear USP
• Lack of cross service commitment – Health and Social Care,
Children’s and Adult Services
• Lack of information and knowledge on new ways of working
• Choice for customers – What is available – No clear platform
• Decision makers – Who are they?
• Budgets - Creativity v Budgets – B2B and/or B2C
• Cluttered market place - Average person on receipt of over 3,000
marketing messages a day
– In danger of information overload
– Multiple channels of communication
– Technological issues
The Maturity Curve
Where are you?
Third Sector Organisations
Funded by “Block or Spot Contracts”
Constant delivery
Contract
end
Engagement
development
Commissioning
Opportunities ahead
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Not about quick wins
Develop new markets by effective strategies
Be in control of your own destiny
New revenue streams – B2B to B2B & B2C
New service development
Outcomes not outputs
Customer focused –means customer
satisfaction
Self Directed Support
Collaborative
Working
Task 2
• In groups identify your new target
audiences
– Prioritise them
– Identify tools to communicate
– Identify key messages
Voice Research – wants?
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Providers that give good value for money (not necessarily the cheapest) but most able to
tailor to customer needs.
Honest approach, not just lip service to get the contract.
Listening and being accountable to the people using the service/families/friends /circle of
support
Support Facilitators/Networking Connectors
A culture of Trust and Openness
Transparency around cost. Breakdown of hourly/sessional rate. (Personal Assistant p.h.,
payroll, admin, explain behind the scenes on costs…)What are we paying for?
Assurance of opportunity to be involved in all aspects of recruitment.(Job title, description,
interviewing, team meetings, etc….)
Creativity and innovative ideas
Continuity and reliability of chosen team
Effective Staff support/ training relevant to individuals needs
Knowledge of local community
Providers working within ‘Standard’ guidelines.
Flat management structure/Local control
Sensible approach to risk enablement and effective safeguards (its not all about care
regulations and policing etc…)
A can do attitude
Marketing
• 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 or sales
• Your brand experience lies with everyone
who interacts with it
So who are the exemplars?
The SLC Group
Barking & Dagenham
Essex ICE
The Future
We recommended:
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Effective Planning
Focus on the benefits rather than features
Consistently refer to core values
Increase resources and expertise
Develop a new vision
Clearly differentiate yourself
First Steps
Identify and understand your audiences – Primary and
Secondary
Develop user involvement groups for research
Use case study techniques to record outcomes
In-house training around personalisation/marketing
Shifting the focus of your message to customers
The Way Forward
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One day Training Session on 7th or 20th July
Provider Innovation and Accelerator programme
Benchmarking tool for Providers
Think Tank Live – Help influence change
Provider Marketing Network – Share best practice
Assistance with support or training around:– Leadership and Strategy, Marketing, Person
Centred Planning, Personalisation, Face to Face
Marketing, Easy Read and Accessibility.
Voice Social Marketing
[email protected] 07828 395175