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A4 dave ostry


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A4 dave ostry

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