5 Factors Influencing Admission Into Aged Care
Recently I have been spending more and more time talking with family, friends and even people I don’t really know about aged care. Specifically, about helping find a vacancy in an aged care facility I would recommend. It’s amazing how knowing something about this sector can be a valuable resource when there is an urgent need.
My daughter called me a few weeks ago when one of her work colleagues that I had never met was having a difficult time managing the care of her father who had been diagnosed with dementia. “My mum knows aged care – these places are all her clients. Let’s call her” is how the conversation went.
I am sure I am not alone. With an ageing population, anyone who knows anything about the aged care sector is likely having similar conversations.
There are many things that influence the decision on choosing the right environment for a loved one. These are the ones that were the most important for the families I spoke with and in my own personal experience placing loved ones in care.
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1.??????? Your People
Without doubt the most influential part of the admissions process is the person they speak to. Your Admissions Manager is, whether you like it or not, a sales person. And, as a salesperson, I can tell you it is what happens in this first conversation that makes the biggest impact. How quickly did they return the call? Do they listen to the person making the enquiry? Do they take notes? How do they respond?
The best Admissions Managers know just how hard it is to make that phone call, the stress and often guilt the family is feeling. The respond with empathy, ask questions about the prospective resident and family so they can help find the best possible solution. They also know the key selling points for each of their facilities and can articulate them in a helpful rather than pushy manner. They certainly don’t ask for the ACAT assessment in the first breath and tell you they will be in touch if your family member is suitable.
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2.??????? Location
This is always a high priority. Families want loved ones in a place that is close to them, easy to get to, on the way home from work or in a location that is convenient for the whole family. In my case we found dementia beds in Adelaide’s western suburbs are in short supply!
Your Admissions Manager should be able to ask the right questions to see if one of your facilities would be a good fit. Maybe it is not in the exact suburb the family is looking for but one Admissions Manager was able to gently point out they had a vacant bed only 7kms from where our family were looking.
Market research to understand a location’s demographic and current supply is critical to determine the need in a location and something the team at Mirus is spending more time on recently. Admissions management conversations rose by over 150% in the last 6 months.
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3.??????? The Google Search
Ever googled your facility or organisation? Unless you are boosting or promoting your website online, you may be surprised with the results. A competitor who is promoting their website may very well appear above you. Test this out by googling your facility on multiple devices – don’t forget that google results can be influenced by your search history. ?
Many Providers are not putting a lot of weight in My Aged Care website but it ranks highly on every search completed by the people I was helping. I have had many a conversation explaining what the star ratings mean. They are, of course, data without the detail, however don't dismiss them - they are being noticed!
About 5 years ago there was an Australian study that showed how grandchildren of resident’s entering care were growing in influence. These can range in age from tweens to their thirties and they don’t just google you, they go for the socials first. Consider how you are represented on multiple social media platforms – not just Facebook. While you shouldn't shy aware from the growth of TikTok or YouTube, Instagram is a great medium with cross generational appeal and an easy way to showcase quality images of your happy residents and staff. I love this story from Uniting where one their residents received a visit from a NYC police officer. I remember it making it all the way to the NY Times. Talk about the power of social media!
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4.??????? The Environment
What happens when a family and or the prospective resident walks through your facility’s front door? What do they see, hear, smell and witness?
Do they see a welcoming face at reception or someone barking at them to sign in and do a Covid test before they even say hello?
It’s not surprising, given the continual negative portrayal of aged care in the media, that families touring a facility are expecting to smell stale urine rather than an appetising lunch or great coffee. They are also pleasantly surprised to see how personalised a resident’s room can be or that beloved family pets can visit.
Knowing why the prospective resident is entering care seems like a no brainer. Sadly, taking the time to find this out is not always occurring. ?There may be different options for a highly active person with no cognitive impairment who fell and broke their hip to the person who now needs care because of advancing dementia.
When your Admissions Manager really gets to know the prospective resident they can also point out the environmental features that will be the most appealing. Are they a garden lover, a music appreciator or would they value on onsite café more? My Aunt who has recently gone into care is a huge fan of vanilla slices. Seeing the size of these at the café where she now lives definitely played a part in our family’s decision.
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5.??????? Word of Mouth
Like every decision we make, word of mouth is a major influence. For me it was over a decade in the sector with knowledge of care models, organisational culture and key people that influenced my recommendations. For others it may be what they hear from your current or previous clients, your staff, the health professionals and the local hospitals or home care Providers. Where you can, make all of these part of your admissions circle of influence. This means keep them up to date with your news, your resident experiences and your team’s success. The more recent your communication with them the more front of mind you are.
Encourage staff and residents or their families to share their positive experiences in your newsletters, your socials and with local media. People buy from people they trust and the more they know or hear of you in a positive light means the more they will trust you and your brand.
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If none of this is new to you then congratulations, you are onto a winning thing. My goal was to remind Providers what being in the shoes of a family member can be like. And how valuable your fabulous Admissions Managers are – now go shout them a coffee!
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Want to know more about managing the admissions process? At Mirus we have a CRM, marketing services, education, facility pricing and market analysis reports all ready and waiting for you. Click here to find out more https://www.mirusaustralia.com/#
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Please note these views are my own.
About me: I have been part of the aged care sector for 15 years and currently work with the awesome team at Mirus Australia who are committed to #makingagedcarebetter