NDIS Service Providers: Why using expectations from the NDIS Code of Conduct is not a good marketing strategy for your business
A young boy in an orange tropical shirt, holds a ball and gets a caring head stroke from a woman with a blue and yellow tropical shirt, while a man smiles at the scene.
In the ever-changing landscape of the National Disability Insurance Scheme (NDIS), service providers play a pivotal role in shaping the experiences of individuals with disabilities. While the NDIS Code of Conduct lays out the expectations of safe and ethical service delivery by both NDIS providers and workers, using the essential principles of the Code as marketing material is not an effective approach for service providers.
Instead, here are some ways that the uniqueness of individual service providers should take centre stage in marketing strategies, ultimately setting providers apart in a competitive environment.
Differentiation in a Crowded Market
With so many providers in the mix, and more starting every day, it's crucial for service providers to identify and emphasise what makes them unique. By showcasing distinctive offerings, providers can capture the attention of potential clients, demonstrating that they offer more than just the bare essentials. Respect, dignity and a person-centred approach to service delivery are fundamental principles that every service provider should uphold, and they are expected as a baseline in the industry. Using these principles as a marketing focal point when looking to bring in new clients doesn't distinguish a provider from its competitors, it demonstrates that they don’t understand what makes them unique.
What makes you as a service provider unique? Lean into that and talk about it.
Talk specifically about how you do things
Every service provider within the NDIS operates with their own internal systems and processes, offering services that cater to specific needs and preferences. Talking about these individualised offerings helps providers to show how they go beyond the standard requirements, tailoring their services to meet the diverse needs of their clients. Whether it's innovative programs, specialised support teams, or niche expertise, spotlighting these tailored solutions creates a more compelling selling point for potential clients.
What parts of your business are you proud of and help you deliver the best services possible?
Build trust through understanding and experience
While respect and dignity are non-negotiable, clients are increasingly looking for service providers with a deeper understanding of their specific challenges. By showcasing expertise in a particular area, whether it be a certain type of disability or a unique therapeutic approach, providers can build trust with clients who seek specialised knowledge and skills. Marketing materials that highlight expertise position the service provider as a trusted authority in their field.
How are you empathetic to the needs of your current clients and do they appreciate this?
Personalised Success Stories
Sharing success stories that highlight the positive impact of a provider's unique offerings is a powerful marketing tool. Clients want to know that the services they're considering have a track record of success in similar situations. By focusing on personalised success stories, providers can demonstrate the tangible benefits of their approach, offering the social proof of their ability to make a real difference in the lives of those they serve.
Do you currently have client testimonials (or a way to gain feedback)? Resist the temptation to use fake ones.
Adaptability and Innovation
The NDIS landscape is always evolving and service providers must show that they are aware of and staying ahead of the curve (where possible). Instead of relying solely on basic principles, providers can tell potential clients about how they are plugged into industry changes and updates, incorporating new technologies, methodologies, or interventions to enhance the quality of their services. This proactive approach demonstrates a commitment to continuous improvement and a willingness to explore innovative solutions to better meet client needs.
How are you staying ahead of NDIS industry changes and how will your business adapt in the coming years?
While the foundational principles of respect and dignity are essential components of quality care within the NDIS, service providers need to recognise they must go beyond these basics in their marketing efforts. By highlighting their unique offerings, tailored solutions, expertise, success stories, and commitment to innovation, providers can distinguish themselves in a competitive market, attracting clients who are seeking more than just the standard level of care. This approach not only sets providers apart but also fosters a deeper connection with clients by demonstrating a genuine understanding of their unique needs and aspirations.
