The Keynote Seminar Theatre at The Care Show will host more than 30 leading industry commentators during this year’s event at the Birmingham NEC (November 4 & 5).Topics covered include: The Care Act – Implications for Providers; Understanding and marketing to the self funder; Recruitment training and retaining of staff; Occupancy levels and CQC regulation.
There are a mixture of panel discussions and presentations and access to all sessions is free of charge. View the full schedule of sessions and register to attend The Care Show, please visit www.careshow.co.uk
Kicking off The Care Show Keynote Theatre education programme at 10.45am on Tuesday 4 November is a subject of great interest to those involved in the care industry, but is also often ‘the elephant in the room’ – marketing, and particularly marketing to the self funder.
In England, three-fifths of care home provision is commissioned by local authorities under contract with providers. The remaining two-fifths is bought privately by self-paying individuals. There are over 10,000 care homes in England alone and the total capacity of the UK care homes market in April 2010 was almost 475,000 beds (Laing and Buisson 2010). Older people who pay entirely for their own social care and support account for 45% of residential care home space and 20% of home care support in England. This self funded market is worth £4.9 billion per year, and the self funded home care market £652 million. A huge pond from which to fish but where to begin?
“Marketing any product in any industry is as simple as you want to make it if you can identify who you want to reach. This session will help provide the tools you need to reach the self funding audience,” says Emma James, Marketing Director of full service digital agency, Intergage.
Marketing to the self-funder will be of particular significance in the future. Emma will speak on what can be learnt from other industries about marketing to a target audience: from thinking creatively to exploring all the marketing communication channels that could be relevant. This dedicated session will help to outline the range of marketing tools at your disposal and utilise the best of these to ensure success.
Emma continues: “Attendees will leave this session at The Care Show with a clearer understanding of how to approach this elusive audience and some real, practical tools to explore. My objective is to send each attendee away with a list of actions they can take in their own business.”
Register for the Care Show here