A New Image for Aged and Community Care

What is the Image of Aged Care?

• ACSA & Member concerns

• Need to understand our image• Research

– Executive Depth Interviews– General Public Survey– Consumers Survey– Employees Survey– Provider Survey

Executive Depth Interviews

• 20 stakeholders – media, government, politicians, unions, industry, consumer representatives, social commentators

• Qualitative not quantitative

• Perceptions instructive

Executive Depth Findings

• Negative image – complain about funding• Lack of interest from people until services needed• Changing industry – community care, frailer clients• Retirement living – low care or lifestyle?• Merging of high and low care• Average to good providers regardless of ownership• Present older people more realistically• Find out what consumers want.

General Public Survey

• 1200 telephone interviews• Weighted to 50+ years = engagement with topic• Some younger respondents – no differences in

responses• All states and territories – no differences in views• Statistically valid and reliable sample

General Public Findings

• 3 in 5 have personal experience of aged care• Expect affordable and high quality services• 1 in 5 believe older peoples needs are well met• Older people not consulted about their needs• 3.5 in 5 recommend not-for-profit organisations• Volunteers, carers and nurses viewed highly• Industry should use television, newspaper & radio• Older people and industry need more Government

support.

Consumer Survey

•Self completion/online• Distributed through providers, COTA and Carers

Australia• 925 responses• Statistically valid and reliable sample

Consumer Survey Findings

• 9 in 10 satisfied• Least satisfied with time they get with staff, timeliness and cost of service delivery.• Want greater access to staff and range of

activities. Wider choice and better meals.• Other services – medical professionals,

overnight respite, affordable transport, home garden maintenance

• Promote quality of care, accreditation, services available, consumer satisfaction

• Get rid of the term “industry”

Employee Survey

• Online survey • Promoted by service providers• 1,000 responses• Statistically valid and reliable sample

Employee Findings

• Over worked and Under valued• Like making a difference and helping people• Don’t like pay, community’s negative perception or finances driving care• More than half recommend working in aged care and would stay• Pay and staffing levels need to be addressed• Industry offers hope and needed services• Nurses are the most negative

Provider Survey

• Online survey

• Promoted throughout Federation• 665 responses• Statistically valid and reliable sample• Targeted CEO’s & Senior Managers

Provider Survey Findings

• Only 5% think view of industry is positive• Impacts on ability to attract staff• Media as the principal influence • Two thirds find aged care an attractive industry• One fifth would leave for a similar job in another health related area• Two thirds think industry meet the needs of older people• Over half don’t think industry consults older people enough• One third would change industry name

What Does It All Mean?

• Aged care is critical

• Government, providers, families and older people are responsible

• Older people and industry need more Government support

• Consumers and General Public have more positive view of industry

What Does It All Mean?

•Industry believes people have a negative view –

siege mentality• Major influence on public is personal experience• Media isn't major influence on general public and

consumers but it is negative• More positive perception of not-for-profit

organisations

• 9 in 10 consumers are satisfied

Image & Issues

• Perceptions affect ability to attract workforce• Siege mentality (negativity, compliance) affects

ability to retain staff• Funding makes it difficult to compete for workforce• Image makes people delay using aged care

services• Compliance/control vs. accountability/partnership

The Essence of Aged Care

• Admired• Community Focussed• Caring

Where would we be without them?

Next Steps

• Develop Campaign

• Partnership Approaches on key messages

• We all have a role to play