Download - A4 dave ostry
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%.
Older people as a % of total population(Department of Health, accessed Feb 2011. www.poppi.org.uk)
20.34%
26%
16.45%
21.66%
3.19%5.34%
2.29% 4.02%0
20
40
2010 2015 2020 2025 2030
% North Somerset 65 and over
England 65 and over
North Somerset 85 and over
England 85 and over
'Gap'=3.89%
'Gap'=4.34%
The challenge
• Service was ticking over• Needed some rigour, focus and funding
0
1000
2000
May 2008
Jun 2008
Jul 2008
Aug 2008
Sep 2008
Oct 2008
Nov 2008
Dec 2008
Jan 2009
Feb 2009
Mar 2009
Apr 2009
May 2009
Jun 2009
Jul 2009
Aug 2009
Sep 2009
Oct 2009
Nov 2009
Dec 2009
North Somerset: number of carelink customers May 2008 to Dec 2009
1,9082,043
The solution• Small research and marketing investment • Pre-existing resources = 2 researchers and Mosaic.
4 main steps
The solution1. Introduce some rigour into customer
record-keeping
2. Profile customers
3. Based on profile, choose 4 ‘most likely’ target groups
4. Quantify and characterise those target groups
5. 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:
1. Untapped mass market
2. Massive appreciation of the concept but lack of information
3. Cost (and/or lack of info about cost)
4. Rather than niche marketing, task was which mass market to focus on
Impact• Large number of new customers
• Insight into what marketing works
0
1000
2000
May
200
8
Jun
2008
Jul 2
008
Aug
200
8
Sep
2008
Oct
200
8
Nov
200
8
Dec
200
8Ja
n 20
09
Feb
2009
Mar
200
9
Apr
200
9
May
200
9
Jun
2009
Jul 2
009
Aug
200
9
Sep
2009
Oct
200
9
Nov
200
9
Dec
200
9
Jan
2010
Feb
2010
Mar
201
0
Apr
201
0M
ay 2
010
Jun
2010
Jul 2
010
Aug
201
0
Sep
2010
Oct
201
0
Nov
201
0
Dec
201
0
Jan
2011
North Somerset: number of carelink customers May 2008 to Jan 2011
Actual number of Carelink users
Notional number of Carelink users assuming 'natural growth' i.e. based on growth rate pre Oct 2010
A B C
A: Carelink web pages and leaflet redesigned (Sep/Oct 2009)B: Customer Insight pproject starts( funding received, recruitment completed, preparatory work starts Jan 2010)C: Large scale and concerted marketing activity gets going (Apr/May 2010)
323 'extra' customers (i.e. 15% extra than if
'natural' growth rate had been maintained).
Notional annual saving of over £4m
2,452 customers (at
• 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