Is it possible that Consumer Directed Care will challenge the unique market positioning of retirement villages?

If one accepts that planning for current or future health challenges is the major driver for people to seek a village accommodation and support solution, then the sector should be concerned.

David Pearson (adjacent story) highlighted that the UK government ran heavy media behind their “Putting People First”program between 2008/11, their “Think Local Act Personal”campaign in 2011 and the more recent “Look after Your Neighbours” campaign.

He said these have led to “a fundamental change in how we commission services”. CDC has led to a massive growth in the appointment of personal assistants by clients/consumers. In his local Nottingham Council area 67 micro businesses have emerged training people as personal assistants.

Mitch Fifield told a conference that the Australian government’s recent media campaign “Let’s Talk about Aged Care ” had increased the phone calls to the myagedcare call centre by 40% and traffic to the website by 130%.

On the Radio 2GB breakfast segment, private home care services is now one of the largest advertising categories – at about $900 per 30 second commercial. These commercials state you can stay at home as long as you like, with care delivered to you, funded by the government.

Does a retirement village sector require a communication strategy to either counter or harness this core message?