Today we hosted our National Disability Insurance Scheme (NDIS) Industry Roundtable providing a forum for NDIS providers to explore the challenges and opportunities in becoming market-ready under the NDIS.
We have worked extensively with disability service providers and equipment suppliers in developing the marketing capability and capacity required for the market driven environment of the NDIS.
Attendees gained an understanding of the current NDIS context, the state of marketing within the NDIS and the elements required for a successful market readiness strategy. In particular there, is a need to utilise marketing governance to instil to successfully differentiate within a competitive market context.
The NDIS is an extremely competitive market, due to the high level of participant choice and potential possibilities that exist within specified NDIS supports. In a highly competitive market, price and brand are the main levers used to influence demand. Given that pricing controls currently exist within the NDIS, the only potential option for providers is to successfully differentiate through their brand. Building brand equity requires a strategic approach to marketing, with the ability to measure and strengthen awareness, attitudes and loyalty.
Marketing Governance provides the framework for NDIS providers to respond to the changing market conditions through the NDIS, through the strategic alignment between business and marketing outcomes, as well as the management of risk. Success within the NDIS requires marketing roles to be clearly defined so there is an understanding of how to measure marketing performance, as well as allocating the resources required to build and sustain market demand. Ultimately, this instils an outcomes based approach to marketing, with the ability measure marketing inputs and outputs across the chain of marketing activities.
Marketing Governance ensures the building of brand equity, by aligning strategic direction, understanding brand risks and by measuring and strengthening awareness, attitudes and loyalty.
The roundtable coincided with the launch of our NDIS Report: Challenges, Solutions and Market Readiness. Our research explores over 1000 National Disability Insurance Scheme (NDIS) registered providers to determine the level of market readiness as the NDIS continues to roll out across Australia.
Through this report, we identify the key challenges facing NDIS providers and the opportunities that exist in strengthening marketing capability and capacity as well as maximising their impact in an NDIS environment.
To download your copy of our report NDIS: Challenges, Solutions and Market Readiness, please visit www.synekamarketing.com.au/ndisreport