Care Funding and Advice
Care funding advice May 2021
To ensure that the residents of West Sussex have access to high quality information and advice about care and support options and the most cost effective ways of paying for this, our Carewise Care Funding scheme was established by Age UK West Sussex, Brighton & Hove, the Society of Later Life Advisers (SOLLA), the County Council’s Adults’ Services and Trading Standards departments and West Sussex Partners in Care.
Performance
The potential financial benefits to both individuals and the County Council, and the predicted demographic increase in numbers of older people, particularly those with dementia, over the coming years, means that promotion of the Carewise scheme is imperative. Carefully targeted marketing and promotions campaigns have run from 2014-2021. A marketing campaign for 2021-22 has been carefully planned and is now underway using evaluation data from previous years to identify successful activities which will inform implementation. The marketing aims to ensure that the momentum of past campaigns is maintained and public awareness increased. The 2021-22 campaign is designed to reflect the Adults' Services vision for the future which focuses on increasing people’s independence and wellbeing and encouraging more people to plan early for their long-term care needs in later life.
We know that many people do not immediately want a referral to a care fees specialist but would rather have information in the first instance and then make a measured decision later about whether to proceed. It is, therefore, recognised that the number of referrals is never likely to increase dramatically in a short period of time and that any campaign will take time to yield results. Partners, including the care fees specialists, have advised that the quality of referrals should be a key focus rather than simply aiming to increase the numbers.
Age UK West Sussex, Brighton & Hove provides a free Money Advice service which is part of the Carewise scheme; this service includes benefits advice. Maximising benefit entitlement enables people to purchase care and remain living independently in their own homes for as long as possible and can reduce the need for reliance on County Council funding. Increased financial security can also enhance people’s wellbeing, a key principle of the Care Act. In addition, the local economy can benefit from people using their benefits to employ people to provide domiciliary care, personal assistants, gardening etc.
The yearly target for referrals to the Carewise care fees specialists is being revised to reflect a realist and achievable figure. This will be agreed following the easing of COVID-19 restrictions.
The target for Age UK West Sussex, Brighton & Hove Money Advice Service for 2021-22 is to maintain 550 individual sessions per month throughout the year.
Marketing and Promotions
The marketing campaign comprises a wide range of promotional channels including radio advertising, direct mail, social media and digital methods, all of which are subject to robust monitoring and evaluation.
We will continue to issue invites to care home providers to hold Carewise 'surgeries' for their staff, residents and their families once the COVID-19 situation has ceased. We can, however, video conferencing sessions in the coming months if restrictions continue longer-term. A flyer recommending that new care home residents access good financial advice for inclusion in admission pack has been circulated to providers and it is being suggested that existing residents are also included. Carewise is referenced and promoted to care providers via the Contracts regular provider newsletter and on the Provider Zone website.
- 2021-22 promotional campaign planning
- Planning for an increase in promotional activities of the benefits of seeking early financial advice to self-funders with a renewed focus on those people who are more likely to fall below the threshold of funded social care within the next 3-5 years.
- Reviewing the 'affordability indicator' offered by the care fees adviser to care home owner/managers. Promotion to providers will follow.
- Carewise website is being further revised to include increased information about choosing and paying for long-term care - promotions to encourage residents to self-refer - Being Care Wise.
- Regular promotion of the benefits of Carewise to residential and domiciliary care providers and their customers/residents and families via the Contracts department regular newsletter and the Provider Zone website.
- Appointing a new independent care fees adviser to cover the north of the county to replace adviser who has retired.