Beyond Tactics: Stop Wasting Time on Disjointed Marketing
Why Aged Care and Health Care Leaders Need a Marketing Strategy
Many aged care and health care providers recognise the need for marketing but struggle to move beyond disjointed tactics. Social media posts, digital ads, or a refreshed website might seem like progress, but without a clear strategy, these efforts can become fragmented and ineffective.
Our clients are visionary leaders who want to evolve and grow their organisations while managing multiple demands—from Board expectations to day-to-day operations. As they navigate a changing environment, they understand that marketing is essential for becoming more customer-centric and achieving their goals. However, they need marketing to be smarter, often feel frustrated by internal resource limitations, and recognise the need to build marketing capability.
The Risk of a Tactical-Only Approach
A common mistake we see is CEOs leaving marketing in the hands of an inexperienced coordinator. While internal teams bring valuable energy and dedication, they may lack the strategic experience needed to navigate complex market dynamics. Without a clearly defined roadmap, teams often become overwhelmed by daily tasks, leading to wasted time on scattered, low-level tactics.
By focusing too much on short-term activities, leaders risk missing critical big-picture issues, such as:
- What is happening in our competitive landscape?
- How do we position our services for long-term success?
- Are we offering the best services we can?
- Is our branding right?
Why a Strategy Matters More Than Individual Tactics
1. Aligning Marketing with Business Goals
Marketing should do more than promote—it should directly support broader organisational objectives, such as driving growth, enhancing customer satisfaction, strengthening community engagement, and improving staff retention. A clear marketing strategy ensures every initiative serves a defined and measurable purpose.
2. Consistency Builds Trust
Trust is the foundation of aged care and health care. A scattergun approach to marketing leads to mixed messages, whereas a strategic plan delivers a cohesive brand presence across all communication channels—reinforcing credibility with consumers, families, referrers, and your team.
3. Reputation Over Immediate Results
Unlike fast-moving industries, aged care and health care marketing is a long game. Rather than solely chasing short-term enquiries, the focus should be on building reputation, fostering relationships, delivering authentically on your customer promise, and positioning your organisation as a trusted expert.
A well-defined marketing strategy creates a unified direction with leadership alignment, empowering internal teams to implement effectively. It fosters clarity, efficiency, and long-term growth—preventing a reactive, piecemeal approach.
By shifting focus from tactics to strategy, aged care and health care providers can establish a strong, sustainable presence that supports both their mission and long-term business goals.
How We Can Help
If you’re looking for an experienced, part-time senior marketing manager to provide strategic guidance, contact us. We don’t just offer advice—we work alongside your internal team to implement the plan, sharing our knowledge and processes along the way. This collaborative approach builds your team’s capabilities while providing ongoing support and strategic direction.
Success Stories
10 Years of Growth – Building A Research Brand and Reputation
“Working with Edmonds Marketing as a trusted partner has helped us build our brand and reputation. They understand our organisation but also provide an outsider’s perspective. Leadership must first align on who you are and what you’re offering before you can effectively communicate it. Regular reviews have strengthened our strategic planning and improved team performance.”
Megan Campbell, Operations Director, QUT Australian Centre for Health Services Innovation
Repositioning Harbison – Strengthening Reputation and Market Position in Aged Care
“Edmonds Marketing helped us develop and implement our brand positioning and organisational values, sparking leadership conversations that led to a $20 million investment in new facilities. Their insights played a key role in our transformation, improving our reputation and positioning.”
David Cochran, CEO, Harbison
Health Care and Aged Care Marketing Consultancy
At Edmonds Marketing, we bring strategic industry expertise and extensive experience in aged care and health care marketing consultancy.
With a proven track record of supporting leading brands across Australia, we specialise in helping aged care and health care organisations build their reputation and achieve their strategic goals.
Find out more about our Outsourced Marketing Manager services here.
Ready to elevate your marketing strategy? Contact us to discuss how we can support your success.
