The report, produced by insights agency Faster Horses, is based on a national sample of 1,701 people and has revealed that 18 percent of participants trust the industry, with only 13 percent believing it is open and transparent.
It also suggests that the public believe the industry is under funded, and that perceptions of care levels are low.
Faster Horses Managing Director Veronica Mayne says the report not only highlights the context within which providers operate, and the negative sentiment that they need to overcome, but it also identifies the key factors motivating choice of aged care provider.
“The report taps into critical issues that are certain to be of interest not only to organisations operating in the aged care industry, but also to Federal and State Governments and consumers and their families,” she says.
“Organisations can leverage the data to build their position and promotional materials in a way that aligns to their strengths.”
Ms Mayne says ‘Inside Aged Care’ is also future focused and asks people what aged care options they are considering across various time periods, stretching to the next 15 years.
“This provides the industry with a forward view of likely demand, and will enable organisations to scale up in particular areas to manage the impact of this demand,” she explains.
“In this instance, the industry and Government are on the same page, with 69 percent agreeing that the focus should be placed on people ageing in their own homes.”
These insights come as no shock to leading multi platform media organisation, DPS Publishing, who came across the same concerns last year as part of their independent consumer workshops, which helped them to develop their new online tools - Consumer Reviews and Compare Providers.
DPS Chief Executive Officer (CEO) Mark Ogden says this new research by Faster Horses backs up what the organisation has known for some time.
“This validates our comprehensive research conducted late last year which identified the need for greater transparency in the aged care sector,” he explains.
“By partnering with Care Opinion, the leading consumer review and rating platform in the health sector, we are able to give every consumer a voice - be it good, bad or indifferent - in a safe environment with our Consumer Reviews.
“We know that people want their voices heard - and it is important to have them heard - and our platform is the only one of its kind that enables providers of aged care services to proactively respond to consumer feedback to ensure this, and to celebrate the great experiences and also direct focus for improvement when the experience is poor.”
Aged care peak body Leading Age Services Australia (LASA) Chief Executive Officer (CEO) Sean Rooney spoke highly of the inaugural report by Faster Horses, which was made public at the 2018 LASA Congress in Adelaide.
“Inside Aged Care is another tool to help the industry deliver better services and care to older Australians,” he explains.
“This report underscores the need to get on with making the system better right now by addressing funding and workforce issues, whilst the Royal Commission is underway.
“The report will be an invaluable addition to the planning and marketing toolkit for every aged care provider and Government agency across the nation.”
The full report by Faster Horses will be available from 1 November, following a presentation of key metrics at the LASA National Congress on 30 October.