Just Better Care
CASE STUDY: Brand activation workshop and consumer research to uncover perceptions, barriers, unmet needs and brand awareness in the aged care and disability service sectors f…
Established in 2005, Just Better Care has grown to become one of Australia’s largest franchised providers of in-home care, with over 30 franchised territories nationally. Through its owner group, the company provides a variety of in-home services, including respite care, aged care, disability services and palliative care.
In 2016, Just Better Care undertook a multi-stage project to develop a long-term strategy for the business. With this as a guide, Ellis Jones was appointed to undertake detailed consumer research and work with the executive team to develop an integrated marketing strategy and strategic brand identity.
To examine knowledge, pathways, barriers, unmet needs, perceptions and brand awareness in the aged care and disability services sectors (nationally) a range of research methods were employed including:
- Competitor analysis
- Focus group testing
- In-depth consumer/stakeholder interviews and;
- Quantitative survey of 1,100 non-customers.
Brand activation workshop
Ellis Jones also held a brand activation workshop with Just Better Care’s executive team, from which a unique brand essence, personality and value proposition were developed – as well as an activation strategy for creating the brand experience.
Research not only revealed path to purchase, customer interfaces and behavioural triggers, importantly, it identified Just Better Care’s competitive advantages, unmet needs, directions for service innovation, and communication issues to address.
Customer insights provided evidence for the decisions made in business, branding and marketing strategy, giving the company confidence to assign budget and pursue high impact tactics.
As a franchise business, research outcomes were also immediately useful to owner businesses in improving their localised approaches. Ellis Jones consultants worked closely with Just Better Care to ensure owners were informed and engaged. The marketing strategy has defined roles for owners, empowering them to build a regional presence which is on-brand and uses centralised tools efficiently.
Each strategy and innovation is being programmatically implemented in 2017.