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How digital is transforming aged care
How digital is transforming aged care
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Dailycare.com.au
The world is on the brink of a remarkable transformation. By mid-century, the global population of people 65 and older is expected to triple to 1.5 billion. That’s around 1 in 6 of us. But changing trends in aged care aren’t restricted to sheer numbers. The advent of the internet means that for the first time, aged care is being thoroughly researched online and decisions on aged care providers are being made before they even make contact. And while this places more power in the hands of consumers, it provides an opportunity for businesses that can adapt to the new digital age, while still connecting with them in authentic, human ways. How digital is transforming aged care
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The internet has changed the game.
How digital is transforming aged care
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The internet is 25 years old, and with it came search engines, which have already changed the playing field in other industries. This rapid change is also coming to aged care, driven by younger family members who by and large are making the majority of the decisions on care. Finding care for a loved one is often an overwhelming process. For many, the search starts online and, increasingly, on mobile devices. By researching care options online, they choose to reach out to a provider only when the decision is almost made.
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You can’t reach your whole market without digital Dailycare.com.au
Direct relationships
Potential reach via local marketing and referrals
How digital is transforming aged care
Total potential market - have often made up their mind about what they are going to buy before they even contact a business
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A strong online profile has never mattered more. This means your online profile – a fast, easy to use and mobile responsive website, an active social media presence and online citations to boost credibility - is critical to winning new customers over. You’ll likely be investigated from a number of perspectives, so make sure you have a clear, consistent brand that’s reflected across all your marketing channels.
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89% How digital is transforming aged care Source: Global Web Index Q4 2014
Internet users as % of total population
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Your audience is accustomed to transparency.
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Cost is an important factor, but what families are really searching for is value for money, and they look for information that balances the financial with the quality of care provided. They actively look for ways to compare prices along with other facility features in order to find the right care – for instance, 55% of those 40-64 read up to 5 online sites like blogs before making a purchase.1
How digital is transforming aged care 1 Sensis Social Media Report, 2015
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Be where they are looking. They won’t be coming directly to you, before they’ve researched you through comparison sites, blogs and more. Not only do sites like this help provide credibility and an independent perspective, but they can actually shortcut the decision-making process, helping people find the right care faster. Besides investing in a profile on one of more of these sites, make sure your website demonstrates value as well as making it convenient for them to make initial enquiries online if they so choose.
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In 2015 for the first time ever, online media consumption was bigger than TV consumption.2 Those searching for care will do via several devices, with one in three people choosing mobile over desktop.3
How digital is transforming aged care 2 The Economist, 2015 3 Roy Morgan, 2015
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Average daily use
How digital is transforming aged care Source: Global Web Index Q4 2014
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A digital strategy may be the most important marketing money you spend. With competition increasing, measuring the impact of every dollar is key. Digital marketing is a perfect way to reach a wider but carefully targeted audience, and allows every campaign to be tracked, measured and optimised in a way you would only dream of if you were advertising in press or on TV. Plus, it makes sense to be where your audience is.
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Make the complex simple.
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Many people looking for care are doing so for the first time, and are overwhelmed at the complexity of the process. While it may seem like the answer is to provide lots of information, this isn’t always the case. It seems contrary, but as humans we find it hard to make decisions when provided with too much choice. We can’t make decisions if we can’t work our way through the complexity.
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Making things simple has never been so necessary. Focus on reducing the amount of copy on your website down to just the essentials – enough to placate Google, but not so much that your customers feel they need to work to understand it. Think through the questions they are searching for and make sure this information is provided in a logical, helpful sequence. This will enable your customers to feel that how, when and what they receive from you is responsive to their needs.
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Social media is part of our lives.
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49% How digital is transforming aged care Source: Sensis Social Media Report 2015
of internet users use a social media site at least once a day
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Among internet users, two in three use social networking sites with almost half visiting at least once a day, most often first thing in the morning and last thing at night on their mobiles.4 And while a majority are logging on to catch up with family and friends or to share photos and videos, it’s increasingly being trusted as a source of news and information about current events (40%), as well as to research products or services they want to buy (19%)5 – they’re coming there to find out about the wider world as much as to keep connected with the world they know.
How digital is transforming aged care 4 Sensis Social Media Report, 2015 5 Sensis Social Media Report, 2015
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Embrace social media. Social media platforms like Facebook offer an easy way to connect with potential customers and really showcase the quality and lifestyle that we so often see mentioned on many age care facility websites. But beware; the days of free advertising on Facebook are gone. Your strategy needs to include a combination of engaging content plus the budget to pay for your messages to reach your audience through paid advertising.
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Average daily use
2 hrs 04 min Average daily use of social media via any device (social media users) 1 hrs 32 min Average daily use of the internet via mobile phone (mobile internet users)
How digital is transforming aged care Source: Global Web Index Q4 2014
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About DailyCare DailyCare was born out of a genuine desire to guide and assist Australians along their aged care journey, by demystifying the process of finding the best possible care solutions for their individual requirements. We are a consumer focused business that makes life-changing care decisions social, reliable, easy and unique to a person’s needs. Our experience in the aged care sector gives us an excellent understanding of its complexities in delivering appropriate information and matching services to families in a timely matter. We give people the right choices at a difficult time.
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1300 DAILYCARE (1300 324 592) hello@dailycare.com.au dailycare.com.au
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