Stay Who You Are
In 2016 The Australian Government announced aged care reforms that gave older Australians the ability to choose who provides their care. And where. In response, ECH sold their nursing homes to focus on providing services that enable people to remain living independently at home. We launched this new product offering with an integrated campaign. Post campaign, unprompted awareness rose from 15% to 28%. Overall awareness rose from 46% to 51%. Consideration of ECH as an aged care provider jumped from 23% to 59%. Proving that our new product definitely appealed to older people.