The demand for adult social care in the UK continues to grow, with over a quarter of the population predicted to be aged 65 or over in the next 50 years. Not only that but the average person after age 65 is expected to live with a disability — and consequently need care — for around 10 years. So with such great demand for adult social care, surely the competition isn’t such an issue right? Wrong.
That need for care comes from families and caregivers under pressure and desperately searching for care they can trust. At such a stressful time in their lives and feeling potentially overwhelmed by the process, they’re turning towards care providers whose clear and compassionate message rings true and rises above the rest.
That message they’re hearing needs to stand out from the crowd. And that’s where competition matters. The demand for social care is heading to care providers who have carved out their niche among their competition with a meaningful message that helps build their local reputation.
To attract those seeking care you need to discover where you sit among your competitors and crucially, what really makes you different from them — otherwise known as your USP or ‘unique selling proposition’. This will then help you form your key message about your service offering or ‘value proposition’.
Not just for the big boys
The 10 largest care home providers in the UK only account for 12% of care homes. So while it may seem like they’re everywhere (thanks to their omnipresent marketing), the reality is that you are unlikely to be pitching yourself up against the big brands. What you really need to do is drill down to your real competitors on a local level. And that’s where a competitor analysis comes in.
What is a competitor analysis?
It’s marketing-speak for identifying all of your major competitors and looking into the services they provide, how they promote them, their strengths, weaknesses and USPs, and what their service users make of them. Beyond their services, it’s also essential to examine their digital presence — how visible they are online, their SEO efforts, and the effectiveness of their social media strategies.
What you stand to gain
A competitor analysis is no small feat but is essential to set you up for success. But how?
#1 By identifying what your competitors are doing right
Are you matching them or missing a trick? Can you do even better? This includes looking at their online reviews and client feedback, which can give you valuable insights into their reputation and help you understand how to build trust with your own audience.
#2 By identifying where your competitors are falling short
Can you swoop in and fill this gap in the market? Are you already filling this gap but not promoting that fact to set yourself apart?
#3 By identifying new opportunities and trends
Are your competitors offering additional services or benefits? Is this getting increasing engagement from service users? Can you get in on the action?
#4 By showing you what works
Are your competitors getting lots of engagement with specific social media messaging or ranking highly on Google for certain blog posts? Can you do the same?
A competitor analysis can be a goldmine of insights to hone your marketing, refine your offering and draw in the clients you want. That’s why we offer it as part of our joined-up service.
Get in touch
If you have any questions or you’re ready to learn how to stand out from the crowd, drop us a line.
