The Context
Federal Government reforms resulted in a shift in focus from out of home aged care to continuous age care in home.
A case study with Kimberly-Clark
Federal Government reforms resulted in a shift in focus from out of home aged care to continuous age care in home.
Evaluate perceptions of Kimberly-Clark Personal care business and benchmark current positioning of community care package providers.
Qualitative stage with 2 focus groups, 1 with carers and nurses and 1 with managers. Sample supplemented with n=14 telephone interviews nation wide. This allowed us to uncover better understanding of needs and experiences amongst community care workers.
This was followed by quantitative fieldwork n=55 to uncover intention to recommend, perceptions and satisfaction.
Analysis led to identification of key positioning territories that were available for Kimberly-Clark. From here ruby cha cha wrote a positioning strategy in conjunction with KCA which was adopted by the business.
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