How to Stand Out From Other Disability Service Providers
There are over 17,000 active NDIS providers in Australia, meaning that standing out from the crowd is harder than ever. However, that doesn’t mean it’s impossible.
Differentiating yourself from other disability service providers will help you attract new clients and improve your profitability. (And with one in three disability providers either breaking even or making a loss, we know how important that is.)
Define Your Brand
Knowing your brand is the first step to demonstrating why people should choose your disability service provider business. Whether you’re rewriting your website or talking with prospective clients, you must be able to clearly communicate what makes your business different.
Start by identifying the services and processes that set you apart from other disability service providers. It could be that you offer more specialist support for specific disabilities. Maybe you have well-developed systems that involve friends and family members. Or perhaps you have a wider range of services than competing disability service providers or provide services in more rural areas.
If you’re not sure what makes you different from other disability service providers, try thinking about your values and how you put them into practice. You can also invite feedback from existing clients, as well as review your most popular services.
Once you have a clear idea of what differentiates you, outline the different ways this offers value to clients. This will give you both your brand and your unique selling proposition.
Identify Unmet Needs
Are you aware of any needs that aren’t currently being met? Could you meet them?
With clients’ NDIS plan utilisation at around just 70%, there is almost undoubtedly local demand for additional services. It might be a lack of certain types of specialist support or more general needs such as transparent billing. So, think about the service requests you find yourself turning down, and pay attention to the comments that come up in your networking and outreach.
This doesn’t mean that you should try to offer every service. However, if you can identify unmet needs that align with your brand and are feasible for you to deliver, then they can be an easy way to stand out from other disability service providers and potentially generate more income.
Sometimes, standing out from other disability service providers is as simple as being recommended by the right person. That’s why you shouldn’t neglect your outreach and networking.
Local Area Coordinators, Support Coordinators and your local council’s Disability Inclusion Officer are all-important contacts. Reach out to them with a clear, concise description of your services and what you specialise in, along with how they can find out more. Try to avoid sounding like a sales pitch — after all, these people aren’t prospective clients. They’re experts on disability services.
Additionally, attend NDIS networking events and participate in relevant online groups. You never know how many referrals you might get from a helpful social media comment.
You may also find it’s worth signing up for MyCareSpace, a popular portal that connects people with disability directly with support providers. While most features are premium, it can be a more passive way of attracting new clients.
Review Your Website
Your website is often potential clients’ first introduction to you, so it needs to create a positive first impression.
As you review your website, ask yourself: Does it accurately portray who your company is and what your values are? After reading it, could you describe what your company does and how it’s different from other disability service providers? And if you’re NDIS registered, is it obvious?
Is it easy to find information about all your services? Will users know how to contact you? Is the website accessible, intuitive and mobile-friendly?
Do you have testimonials and blog posts? What about a privacy page and terms and conditions?
If you answered “no” to any of these questions, our guide to building a website for disability service providers will help you make improvements.
Making the Most of NDIS Business Opportunities
Differentiating yourself from other disability service providers will enable you to stand out in this crowded and competitive market. By defining your brand, networking effectively and marketing yourself, you’ll be able to attract new clients and run a more profitable disability service business.