As I drive around, I constantly see aged care related marketing and it astounds me how old-fashion it is. You many think that the target audience is old, but what is old today?
Isn't 60 the new 40? Aren't the people past retirement age now more active, fit and looking a lot more fantastic?
When aged care physio company, Age Strong Physio, came to us to revitalise their brand, we were impressed with their receptance to understanding that their audience has changed significantly, and as such, they are not looking for "old" but something fresh and rejuvenating.
Working in synergy with the client, Marketing Eye's Melbourne office did market research on what the market was more receptive to in terms of colour pallette, design layout, readability, content and quality of product. People want to trust anyone who works with them in the medical profession and it is very important that the company look professional and at the same time communicate their value proposition.
Age Strong Physio work both onsite at aged care facilities throughout Australia, and off-site where required. They do home visits and they have a range of services that extend from just physio.
As a brand, they have been able to attract the best physio's available. Who wouldn't want to work for a company that cares about their people and patients as much as the team of leaders at Age Strong Physio? I would.
All of their equipment is the latest and their experience is extensive, particularly given their specialised area.
Our team at Marketing Eye Melbourne found working with the Age Strong Physio team as being one of the best experiences they have had in aged care marketing. The founders, Cheryl Aldcroft, quite simply "got it" and the results speak for themselves.
Change is needed in how health practitioners work with aged care facilities and keeping the same old teams coming back year after year may be good in that you know the person, but at the end of the day, it's the patients health that is most important and a holistic approach is required.
Aged care is changing. Design is imperative to visual communication and our team at Marketing Eye Melbourne did a great job in ensuring that they were able to best communicate why Age Strong Physio was the right choice for all aged care facilities.
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I can't agree with you more! So proud and inspired by people around me who enjoy their life to its fullest after their retirement. They travel the world, surf the web, join activity groups, learn new skills and getting their first/second/third degree. My grandma is one of these people; I talk to her on skype and she tells me everything about her new gadgets, trips and fashion buys. I cannot imagine her staying at home every day knitting and looking after the garden. Unfortunately, it is the image of a retiree that is still circulated in media and advertising. And I would love to see it changed.