In 2012 some of the leading live-in care providers across the UK formed a partnership. Each individual provider was committed to improving the standards of care for elderly people. They wanted to give seniors options to continue to lead as full a life as possible in their later years.
This attitude is something of a small revolution. This is especially true in a country that traditionally considers residential care homes the best places for those people who are too frail to look after themselves. But these committed companies needed help in raising awareness of their vision. They needed a bigger voice.
The Live-In Care Hub, as the group of partner companies became known, is now well established. They continue to work toward raising awareness of live-in care (or in-home care) as a life-enhancing alternative to residential care homes for the elderly. By combining their joint forces they have been able to achieve what each individual company could not have achieved alone.
Combining their experience and expertise, more than a dozen companies came together to develop a hub resource. Here, elderly people and their families can find impartial advice and information as they consider care options.
The coalition has also commissioned a range of research studies, conducted by OnePoll and CensusWide, that highlight why live-in care is a better alternative than a residential care home. On the strength of these reports, they have been able to gain media exposure in the UK. The reports show how quality of life for elderly people significantly improves when they receive care in their own homes.
Each individual company has been well established as a live-in care provider for many years. Therefore, their combined strength increases their reach and credibility among the general public and the media.
Coalitions have been proven to increase influence on the general public and within the media. In the case of the Live-In Care Hub, the individual companies have come together in order to achieve a common objective. Their intention is to improve elderly care by raising awareness of live-in care as an alternative to a residential care home.
Companies with similar values and goals have formed the Hub in order to combine their resources and expertise. They thereby become more influential than they could each be alone.
There are significant advantages to forming a coalition in all types of industry sectors. Small- and medium-sized enterprises (SMEs) will enjoy the benefit of increased power and influence for a common initiative. But such groups can also make each individual member company more effective in other areas as well. This is because they learn from being part of a larger organization. This is true of the larger companies in the coalition as well as the smaller companies.
For a coalition to be successful in the way the Live-In Care Hub has been, it needs members who have similar objectives. Clearly, they need to get buy-in from each separate company. Therefore, members must see that the benefits of being a member outweigh the costs involved.
Some of the key advantages of such a strategic alliance are:
As in any partnership there will be disadvantages as well as advantages. These can include:
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Forming a coalition is a time-consuming operation that almost always requires some form of compromise. Further, they can put pressure on organizational resources. However, the advantages in terms of increased profile and credibility, as well as combined expertise, will usually outweigh any disadvantages.
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