Three (3) marketing hacks for the aged care industry

November 17, 2019 | Aged Care Marketing

Amanda Jones, Chief Marketing Officer at Mirus Australia recently presented at the Leading Age Services Australia National Congress in Adelaide on marketing hacks for the aged care industry.

Be genuine. Be remarkable. Be worth connecting with.” – Seth Godin

Three (3) marketing hacks that you can start using or plan to use today!

(1) Change doesn’t have to suck. Change is swirling around our industry, in fact, we often refer to the change in our environment as one of volatility, uncertainty, complexity and ambiguity or VUCA. What about change going on in our personal lives like divorce, death, sickness, ageing parents, anxious kids?  Here is Amanda’s top 10 C’s for managing change in your life. At Mirus Australia we provide co-sourcing to support our clients during times of change specifically for workforce management, revenue management and marketing and admissions management. We can be involved as little or as much as you need. Read Change doesn’t have to suck by Anthony Carroll

(2) Brand + Reputation. When we think about ‘brand’ at Mirus Australia, we think about the organisations brand, brand aged care and brand you. When there is a ‘critical incident’ in the aged care industry who does this effect? Everybody is the correct answer. We all are stakeholders including our friends, competitors, industry and even the personal brands of our leadership teams. A great brand strategy creates desire with the ultimate goal of selling an idea, a product or a service. What about brand alignment or how well we deliver or fulfil our promises? What happens when we don’t meet expectations of our clients and the communities in which we operate?

The first 12 – 24 hours of a ‘critical incident’ happening in our industry (or to us) are pretty straight forward. The coverage on our local news channels is immediate. Each point along the media trajectory increases the public’s interest until an investigation commences. In the meantime, social chatter begins whether based on fact, assumption or opinions and that is well before emails or conversations are ‘leaked’. Best case scenario is that public fatigue or other news will take over or similar stories from other industries will begin to emerge. Occasionally, new media communications will be provided in the case of a trial or ‘where are they now’ for example.  

Top 10 hacks for preparing for and managing brand + reputation during change:

  • Firstly, don’t panic. Apparently, avoidance and escapism can become major coping mechanisms for handling anxiety and panic! This is not the time.
  • Prepare for ‘critical incidents.’ Be aware of what could happen or what has happened. Ensure your policies, procedures and processes are implemented and communicated.
  • “Control” the process of the media trajectory with prepared and planned communication. Be proactive, transparent and accountable.
  • Monitor the online press with Google Alerts or media monitoring tools
  • Communicate and communicate often with your staff, clients, residents, family and friends, vendors and community groups. Ensure your communication matrix is included in your planning process
  • Draft a holding statement for your executives or spokesperson/people. Holding statements can buy you time and they can be quickly adapted to cover the current crisis.
  • Assess or adjust any ‘in-market’ campaigns to ensure they are not appropriate. This may include pausing paid media like Google Adwords, publishing tools or Facebook sponsored posts. Going silent on social may also be your strategy while monitoring a crisis.
  • Own your incident. When it hits the fan the first rule is to turn off the fan. Step back, put yourself in your customers shoes and ask, “How would I feel if this happened to me?”
  • Stick to the facts. A critical incident is not the time for conjecture or even an opinion. Collate the facts and don’t be shaken or distracted.
  • Don’t forget to listen and confer with your team after a critical incident. Ask what we should stop, start and keep for future reputation management strategies.

(3) The Hashtag. Humble but still very powerful.

Use precise and relevant hashtags to help boost your organic reach of your posts across your social channels. Do your research on competitor or industry hashtags. Use ‘branded’ hashtags to support your campaign or organisations name. User generated content aka your customers hopefully will include in their own posts and increase your presence.  Follow #makingagedcarebetter

Connect with your local media and your community by using your hashtag. You can connect with like-minded people who may share the same values, goals and mission as you. Make sure your hashtag is original.

Start a free trial and research your hashtags here: https://hashtagify.me/hashtag/tbt

Track a hashtag for free: https://www.exporttweet.com/

Great article from HubSpot on using hashtags for recruitment: https://blog.hubspot.com/marketing/attract-talent-company-hashtag-examples

Amanda is a NED at Globalaai and Co-Creator of #Celebratingwomeinagedcare with Samantha Bowen who is the Principal Advisor for the LASA NEXT GEN initiative. Please connect with Amanda Jones on LinkedIn.