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FEATURE


"If providers are to survive in this challenging and unprecedented


environment, it is important that they take control of how their services are perceived in the marketplace."


The pandemic has had an impact on peoples’ perception and confidence, and the need to repair and rebuild confidence is an important part of the marketing process. Here are some key points to consider on your roadmap to recovery:


BUSINESS RECOVERY MARKETING PLAN


Care providers need to think about how they can generate new business in this changing environment. A marketing strategy will help you to identify your strengths as an organisation to meet changing customer needs. The marketing plan should record the actions you need to take to achieve your strategy and is an essential part of your overall business recovery plan.


The pandemic has affected people differently. For some, it may also significantly change their needs, wants and wishes and how they want to access care services. A key element to developing your marketing strategy is to re-evaluate your customer segments to make sure their needs pre-COVID match with their needs in a COVID-world.


Segment your market – this simply means grouping customers with similar characteristics and needs. This technique will help you to identify where there are similarities in requirements from different client groups and how best to use your resources to meet those needs in a way that is meaningful to your clients and prospects, and also efficient and cost effective for your organisation.


FOCUS YOUR RESOURCES


There are numerous marketing activities you could do to help you achieve your objectives. From implementing an effective PR strategy, expanding your digital marketing activities, to developing your social media strategy, to name a few. Using a combination of both online and offline tactics as part of a fully integrated multi-channel marketing strategy will help you to achieve good results.


twitter.com/TomorrowsCare


The extent of your marketing activity will largely depend on your budget, resources and experience. However, the size of your budget does not always determine the success of your marketing.


It is always advisable to review and evaluate your marketing efforts, so that you know what is working well and what isn’t. Such a review will give you the opportunity to make sure that you are on the right track. And, if not, to assess and develop alternative strategies to enable you to stay focused.


REBUILD CONFIDENCE


As industries have battled to adapt in the last 12 months, confidence in some aspects of the care sector has been also affected. In particular, confidence in care homes - as deaths to COVID-19, restrictions to visiting as a result of outbreaks, access to testing and PPE have made headlines throughout the pandemic. But, despite this, there have been examples of heroic efforts from care providers who have worked tirelessly to deliver exceptional care and support in challenging and oſten difficult circumstances. Your marketing should aim to rebuild confidence to help prospects, clients and relatives feel reassured that care and support is a positive choice for people.


COMPETITIVE ADVANTAGE


Operating within the sector requires commitment and tenacity. Know your competition and how to differentiate your offer in order to stand out. A strong brand recognition, reinforced by a quality product and service, will put you in good stead to create a competitive advantage.


Whether you are for-profit or operate on a not-for-profit basis, ensuring that your service delivers on promise and is cost effective is essential to your success.


www.lyndenconsulting.com - 41 -


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