This SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity.
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1. THE BEGINNING
This innovation initially came to life when…
I became a carer for my sister. She has Borderline Personality Disorder and became severely mentally unwell in 2012. Often, she would end up in traumatic situations with police or emergency health professionals and wouldn’t be capable of communicating her needs or contacting me. These events set back her recovery enormously and made my job as her carer so much more difficult — when I was already stressed to the max!
Care Passport was created to make my life less stressful, help me cope with caring better and make sure when anything unexpected happened to her or me, she was protected.
2. WHAT & HOW
The purpose of this innovation is to…
…reduce carer stress and fatigue by backing up their knowledge, sharing it with the right people when it matters, keeping them informed, helping them take a break and empowering them to care for themselves and each other.
It does this by…
…a subscription service incorporating an online application, ID cards/wristbands/stickers etc, and a 24/7 contact centre to:
- Store information and communicate it to emergency services, health professionals and a carer’s support network.
- Mobilise emergency/respite care. Provide online and offline supports to improve mental, physical, social, and financial wellbeing.
- Build an active online and offline community for carers.
3. PURPOSE & BENEFITS
This innovation improves on what came before because…
Carers and vulnerable people are protected in emergencies. Available funded respite care/volunteers/paid care is maximised (carers who want it don’t know it’s available because providers don’t have an adequate marketing budget). A community facing similar challenges is connected and empowered to share, learn and care for themselves and each other. Support is delivered via a sustainable, commercial model.
Its various benefits to the customer/end-user include…
Recognition and support. Less stress. Improved mental/physical wellbeing. Enjoyment of life outside caring. Support from online and offline community. Confidence their wellbeing and the wellbeing of the person they care for is protected 24/7.
4. COMPETITIVE LANDSCAPE
In the past, this problem was solved by…
Time-consuming investigations to find carer details or information about a vulnerable person’s needs. Unsustained and one-off support initiatives by community services whose core business is the vulnerable person, not the carer. Medical jewellery doesn’t account for complex medical/social/legal/care needs, or respond to the major carer concern: “What happens to the person I care for if something happens to me?”.
Its predecessors/competitors include…
…locally run emergency schemes in Britain. Carer identification card (hardcopy, low-usage). Carer advocacy/lobby organisations (Carers Australia) provide some support groups/counselling. Medical-Alert jewellery (doesn’t link carer and dependent together, only provides info for dependent/not detailed enough). Care apps (focus on daily care-coordination/task-allocation).
5. TARGET MARKET
It is made for…
2.7 million Australians care for a sick, disabled or elderly family member or friend. With an ageing population, the market is growing. On average, these carers spend approximately 40 hours per week providing care. Carers have the lowest personal well-being of any social group in Australia. 35% of carers have a disability themselves. One in 14 female carers have had thoughts of suicide in the last week. Governments and insurance agencies are seeking ways find ways to keep vulnerable people out of hospital. Preventing carer fatigue/burnout is essential to achieve that goal.
It is available for sale through…
The Care Passport website, Apple App Store and Google Play.
Our marketing strategy is to…
Build partnerships with disability/health related NGOs who share our target audience, offering them a financial incentive (first month’s subscription fee) for any referrals, year on year. Freemium model to encourage engagement and promotion through community networks, social media and other digital channels. Care Passport Ambassador Program to leverage enthusiasm of early adopters, share stories and run community events.
FINE PRINT: This SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity.
