Marketing for Providers

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Marketing for Providers
Catherine Titherington Voice Social Marketing
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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

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Agenda

• Overview Scope of the task
• Marketing What and Why?
• Opportunities The new customer
• Case Studies and Future approach

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Icebreaker

• Plastercine

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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.

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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.
• 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

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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-ca
  re-and-disability/

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The Marketplace

• 27,000 Providers of Services in the UK majority
  with no clear USP
• Lack of cross service commitment Health and
  Social Care, Childrens 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

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The Maturity Curve
Where are you?
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Third Sector Organisations Funded by Block or
Spot Contracts
Constant delivery
Contract end
Engagement development
Commissioning
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Opportunities ahead

• 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

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Self Directed Support
Collaborative Working
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Task 2

• In groups identify your new target audiences
• Prioritise them
• Identify tools to communicate
• Identify key messages

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Voice Research wants?

• 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

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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?

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The SLC Group
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Barking Dagenham
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Essex ICE
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The Future

• We recommended
• 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
• 
  

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The Way Forward

• 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
• Catherine_at_voicemarketing.org.uk 07828 395175