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Leading aged care provider wins prestigious marketing award

18th October 2019

Leading Victorian aged care provider, Benetas, took out excellence for its home care data-driven marketing campaign at last night’s AMI Marketing Excellence Gala.

Close to 500 industry professionals joined in Melbourne to celebrate the best practice marketing excellence in Australian with more than 300 entries received in 18 different categories.

Benetas was awarded for best campaign in the Data Driven Marketing Category for its strong use of evidence based customer insights.

The judging panel made up of industry leaders and senior marketing professionals described this as a sophisticated use of data analytics and customer profiling that led to strong results for Benetas’ home care business.

Benetas CEO Sandra Hills said it was a testament to the team’s commitment to excellence and their ability to draw on data insights to better understand our customers’ needs.

“We’re evidence based and focused on providing an exceptional customer experience and the work of our marketing team is no exception.

“Our Customer Insights and Marketing Team play a growing role to help us understand where our customers are at, what information they need, and how we can best support them through their full customer journey.

“It’s a great honour to be acknowledged for excellence in Australia for this work.”

The campaign saw a 600% increase in website visits and over 40% increase in phone inquiries from people looking for home care packages, Marketing and Brand Manager Richard Barker said.

“Most importantly, it saw uptake of home care packages increase by over 50% over the campaign period.”

“It’s the result of a long collaboration between Next Level Online Marketing that’s enabled us to better use data to improve marketing outcomes for the organisation.”

Benetas looks forward to launching further marketing campaigns in 2020 to better reach and serve our customer. “We have a suite of work up our sleeves to help challenge traditional notions of ageing, tackle ageism in the community.”

“We particularly excited to draw on marketing this next year to help proactively provide older Victorians and families with the tools and information they need to support their ageing journey.”