PPP TAKING CARE
Anthea Turner with John Swaffield
Taking Care was formed when AXA Health acquired Age UK’s alarm monitoring centre. Taking Care helps older adults to remain independent by providing personal alarms and an emergency resolution service to ensure that help reaches them. It scooped the award in the Campaign, Partnership & Channel Mastery: Digital Performance & Social category.
Falls are one of the main reasons that older adults lose their independence, leading to lower quality of life, and increased strain on health services. Injuries from falls cause increasing numbers of older adults to be admitted to A&E and are a key factor in people moving from the home they love into care.
Taking Care’s priority is to help older adults retain their independence with its personal alarms and emergency resolution service. However, it identified a key barrier to adopting a personal alarm: not understanding the risks from a fall and how to reduce this risk.
By using an intelligent chatbot system within the Shopify eCommerce platform and content personalisation, Taking Care’s inhouse team developed the Falls Risk Score, a dynamic online tool that provides an informed assessment of the indicative risk of falling with personalised advice. Tis was launched within 3 months for under £500, improving the conversion rate of web sessions that use the tool by over 100 per cent through CRM integration, custom Facebook audiences and Google Analytics segments.
Almost 6000 website visitors have accessed the Taking Care Falls Risk Score since it launched in September 2021 and nearly 70 per cent rated the tool as accurate or very accurate.
A Falls Prevention Guide, available for download to those completing a short online assessment provides helpful advice. It was written to offer practical ways to fall-proof the home and provides tips to stay active, improve strength and balance to reduce falls.
Te Taking Care approach to this key area of concern amongst older people both educates and enables prospective customers to take steps to educe the risk of falls whilst introducing the benefits of its alarm product and response services.
homeofdirectcommerce.com | Direct Commerce
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