Getting the message right

Regular readers will be aware that one of my underlying themes is that one of the downsides of cloud services is that it has been largely developed by technology companies that insist on trying to sell it as `technology’, when in fact it is really about the services being delivered.

This approach does then lead, sometimes, to a sad trend. This is the generation of market research reports that implicitly `blame’ the marketplace for not understanding technology and what it can offer, rather than asking whether the vendors actually understand what it is that the users really need.

For example, a recent report shows that businesses operating in the care sector – providing health care and support to house-bound and disabled people – have a reluctance to adopt new technology, and that this is the biggest barrier to profitability for those businesses.

The report, which comes from the Advanced Health & Care and partner division of Advanced Business Solutions, and was conducted by Source for Consulting, suggests this reluctance by health care businesses stems from a variety of factors, including lack of awareness of the benefits IT can offer. The research suggests this reluctance is affecting profits and hindering growth, with 62 percent  of care organisations seeing profits decline or stagnate last year.

Titled ‘Can’t compete on size? Consider technology’, the report polled more than a hundred senior care sector representatives, working in the residential and domiciliary care sector, about what they thought the barriers were to profitable growth. Employees were also asked specifically about technology and its effect on profitability.

Failing to use technology to make work processes more efficient was seen as a barrier by 69 percent, with 15 percent classifying the issue as a ‘major’ barrier. Inefficient processes was cited by 68 percent as the second highest, the motivation of front line staff was third at 62 percent, and lack of skills and experience of employees, at 56 percent, was fourth.

The report also identified ‘resistance from front line workers’ as the main barrier stopping care sector businesses adopting new technology, with 69 percent of respondents agreeing this was the case. Lack of money to invest was second with 58 percent, and lack of awareness of the benefits of technology was third, with 55 percent.

The underlying theme of these results all implicitly point to it being the fault of the businesses – and most particularly the front line staff – for not understanding the advantages of using the technology. But when it comes to what those businesses may wish to achieve, the actual technology used is very secondary.

Perhaps such surveys show more how the vendors fail to really understand the relationship of their customer businesses to their real marketplaces – which in this case are the end-user patients rather than the NHS or Social Services mandarins. It is also reasonable to assume that marketing terms such as `greater efficiency’, `greater automation’ and `higher productivity’ are rarely going to be seen in a positive light by frontline staff. The messages they need to hear will revolve around having more time to spend with clients, and better information reporting tools.

Jim Chase, Managing Director of Advanced Health & Care, comments: “Although many managers are aware of the benefits dedicated care technology can unlock, particularly in terms of increased profitability, it’s clear that many frontline staff have yet to be convinced of the potential gains. The importance of their buy-in cannot be overstated and we need to work harder to prove to them that technology is an enabler and not an obstacle in care delivery.

“We are committed to working with managers and front-line care staff in order to demonstrate how technology can help everyone within an organisation. With 55 percent of managers of the view that the true benefits of technology are not yet properly understood, it is clear that there is a pressing need to prove that technology makes a positive difference.”

Perhaps the best benefit of `technology’ is that vendors stopped talking about it.

The research also highlighted the fact that 68 percent of respondents see inefficient processes impacting on profits, while a further 53 percent said their business was being held back by a lack of investment.

Chase added: “If a business’s profits are suffering due to inefficient working practices, those practices have to change and looking to invest in technology to improve processes should be seen as a positive step forward. With certain technologies offering fast return on investment the cost issue may not be the big barrier to progress many think. Certainly doing nothing is not a viable strategic option.”