Supporting people to live at home
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Supporting people to live at home

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Supporting people to live at home Supporting people to live at home Presentation Transcript

  • Supporting people to live at home Carelink in North Somerset Dave Ostry, Customer Insight team, North Somerset Council
  • What is Carelink?
    • Support for vulnerable people to help them to live independently in their home.
    • Easy-to-use, monitored, alarm.
    • Pushing the alarm connects the customer to the council’s monitoring centre via a telephone line.
    • Speak to a ‘real person’ with specialist training and qualifications, able to call up the support services the customer needs.
  • What is Carelink?
  • The challenge
    • Demographic situation (especially in North Somerset)
    • Retirement area, with wide catchment
    • Decrease in self-funded retirement
    • 1996: 10% of spend on adult care. Now closer to 20%.
  • The challenge
    • Service was ticking over
    • Needed some rigour, focus and funding
  • The solution
    • Small research and marketing investment
    • Pre-existing resources = 2 researchers and Mosaic. 4 main steps
  • The solution
    • Introduce some rigour into customer record-keeping
    • Profile customers
    • Based on profile, choose 4 ‘most likely’ target groups
    • Quantify and characterise those target groups
    • Design the marketing material, channels and approach around the four groups: lifestyle, hobbies, demographics, location
  • The solution
  • The solution
    • As well as profiling, survey of residents, which said:
    • Untapped mass market
    • Massive appreciation of the concept but lack of information
    • Cost (and/or lack of info about cost)
    • Rather than niche marketing, task was which mass market to focus on
  • Impact
    • Large number of new customers
    • Insight into what marketing works
    • Customer satisfaction survey 95%+ satisfied, despite increase in customer base
  • The impact - money
    • LGCIF grant = £80k (of which 9% spent on research)
    • Residential care costs council £15k p.a pp
    • Carelink costs council £2k p.a. pp
    • Making some big assumptions…
    • … each Carelink customer ‘saves’ £13k p.a.
    • 323 X £13k =£4.2m p.a.
    • Assumptions cut both ways but even discounting savings by say 50%. £80k investment saves £2.1m p.a .
  • The other type of impact
    • Giving people what they want
    • Strengthened and modelled relationships with all sorts of interest groups and partners
    • Modelled a CI project for other council services
    • For Carelink:
    • Sky high satisfaction with the service
    • Legacy of CI and marketing knowledge for the future
    • Instilled more of a focus on
      • Efficiency
      • Customer needs
    • … and how information can help support these