COVID-19 effect: How Mable pivoted to support vulnerable Australians

How the profit-for-purpose tech business is helping people with disability, older Australians find independent support workers to get the help they need

A shop selling protective gear, digital identification, video-based engagement and supportive communications are just some of the ways Mable is helping navigate its employees and community through the COVID-19 crisis.

Mable is an online platform which connects people with a disability as well as older Australians with independent care and support workers, nurses and allied health professionals in their community. It differs from other provider models, as it gives more choice to both users and the independent support workers, so they feel they’re in control – something that can often feel ‘taken away’ in these groups. 

Mable CMO, Emma Howe, who’s been with the business for some time, is passionate about the important job of the organisation and the role of marketing, driven by a mission to be inclusive and empower individuals and their families to connect in unique ways.

The marketing chief explained to CMO how COVID-19 has impacted Mable’s service as well as its marketing approach.

“The large majority of support arranged via Mable is delivered in people's homes, so when COVID-19 hit we really had to work quickly to reassure our community that support continued to be essential and could continue in this new environment,” Howe said. 

“We focused on communicating the changing health advice, clarifying lockdown measures, providing digital ID so workers could easily confirm their work when out of home, and implementing mandatory training for all workers delivering support so that clients and workers could be confident in how to deliver support and stay protected.”

Mable said the team opted to use stories and content from its community through social channels, eDMs and community engagement team to celebrate the great support that was continuing throughout the crisis. 

“We also wanted to show our great appreciation for the people providing this essential support during this time,” she continued.

“When we heard shortages of sanitiser and PPE was creating concerns within the community, we launched our own protective equipment shop exclusive for the Mable community so people could access sanitiser and other items to follow recommended measures.”

The nature of COVID-19 means vulnerable people, many of Mable’s own community, faced heightened risk from the virus and Howe said it accelerated the development of specialised services in the face of the crisis. This included launching video chat within the platform so that people could access paid virtual support. It meant people who may be feeling isolated were able to stay connected.

The tech team also accelerated a new feature ‘Mable Last Minute’ to enable people to connect with new independent support workers in as little as four hours.  

“We had some wonderful stories of people playing battleships, doing cooking lessons and even online exercise classes. We also partnered with Paralympian and Aussie icon, Dylan Alcott, to surprise a few of our customers with virtual support sessions,” she said.

Howe hopes the experience of the pandemic - things like innovation, flexibility, speed - continue when it all abates. But, more importantly, the sense of reaching out and offering help continues across the board in marketing and business.

“We’re hoping to see more of that which we’ve seen during the pandemic – more people offering support to those in need, more companies disrupting their fields to meet category concerns, and continued closeness and connection despite geography and other challenges,” she added.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

AI Leasing Assistants have finally arrived for the multifamily industry. With so many to choose from it can be hard to figure out which i...

Alice Labs Pte. Ltd.

CMO's top 8 martech stories for the week - 6 May 2021

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Blog Posts

Why if marketing is all you do, you’ll never be very good at it

OK, so you’re probably thinking: “Here comes another article to badger me about living in my bubble.” And also, “I bet this bubble-bashing piece will go on to explain how I can achieve better results through some heady dose of new life experiences, new routines and annoyingly different opinions on social media.”

Dane Smith

Behavioural science lead and regional consulting partner, Ogilvy

A leader’s role in rebuilding a culture of confidence

Every day, there are new predictions and studies on the future of work, the state of the economy and the unfolding global pandemic. All of which creates uncertainty and heightens the imperative of effective leadership.

Michelle Gibbings

Workplace expert, author

Confused About Your Customers?​

​I've worked in brand and marketing for more than 20 years. But there’s one area where I’ve found myself going around in circles and I must admit I'm becoming increasingly confused.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in