Aged Care & Disability Services (NDIS)
The shape tilts toward Retention & Loyalty (65.1) and away from Data & Tracking (55.2). That tilt tells you where the industry's marketing dollars have gone and where they haven't. The businesses that correct the tilt first will see outsized returns because they're fixing the constraint that's holding everything else back.
Dimension Breakdown
Bottom quartile. The bar is low. That means the opportunity to stand out is wide open.
Hireup at 67.5 leads. Benetas at 52.8 trails. Enough spread that moving up a tier is achievable, not theoretical.
+2.7 versus the national average of 62.4. This is where the industry has invested. The question is whether it's investing enough everywhere else to capitalise on that strength.
Why aged care marketing lags behind comparable service industries
Aged Care and Disability Services at 60.1 composite sits around 50th of 77 industries. For a sector experiencing rapid growth through NDIS expansion and an ageing population, the marketing capability hasn't kept pace with the opportunity.
Compare aged care to Allied Health (59.2). Similar scores, similar challenges. Both serve vulnerable populations, both involve complex buying decisions and both have historically under-invested in marketing. But the providers pulling ahead in both sectors are the ones treating marketing as client acquisition, not just brand awareness.
Retention at 65.1 is the bright spot. Once a family chooses a provider, switching is disruptive and emotional. This gives providers a natural retention advantage. But retention without acquisition leads to slow decline. The providers growing are the ones who have figured out digital acquisition without compromising the empathetic brand that aged care requires.
The NDIS has created a more competitive market than aged care has ever experienced. Participants have choice and control over their provider. The providers that make it easy to find them, understand their services and engage with them, those are the ones winning plan management referrals and growing their participant base.
Data and Tracking at 55.2 is the structural weakness. Most aged care providers can tell you their occupancy rate but not their marketing cost per admission. When NDIS funding models are tightening and competition for participants is increasing, understanding your acquisition economics is no longer optional.
Ranked 55th of 70. Bottom quartile. The blunt version: marketing in this vertical is an afterthought for most businesses. The opportunity version: any business that takes it seriously will have an open lane with very little competition for attention.
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Closest composite scores to Aged Care & Disability Services (NDIS) (60).
The bar in Aged Care & Disability Services (NDIS) is low. That's your advantage.
Most businesses in this vertical score below 60.1. A focused investment in Data & Tracking alone could move you ahead of the majority of your competitors. The opportunity exists because nobody else has taken it.
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Related industries, patterns and businesses in the Atlas.
Closest composite scores to Aged Care & Disability Services (NDIS) (60).