Definition: (Description / Characteristics):

People in need of care are people who, due to illness or disability, often because they are old, are unable to manage their everyday life independently and are dependent on care or higher levels of help from others. In Germany, the statutory need for care, which results in a claim for support from the care insurance, is regulated by the Social Security Code (SGB XI). Persons in need of care who apply for benefits from the long-term care insurance fund are assessed by experts from the medical service (MD) (or the expert service of the private long-term care insurance company) and, depending on the type and extent of the need for assistance, assigned to one of 5 care grades. The degree of severity serves as a basis for the level of service provision. A change between care grades is possible after a corresponding re-evaluation by the MD.

Market potential (as of April 2022): (current & future): 

In Germany there are around 4.8 million people in need of care, 80% of whom are cared for at home [1].

Most beneficiaries of social long-term care insurance (44%) are assigned to long-term care grade 2 [2]. According to the definition, the prerequisite for long-term care grade 2 is a “considerable burden on independence”. Persons with care level 2 have a need for help and support and are therefore entitled to financial support (care allowance) and care aids (care benefits in kind).

In the course of demographic change, the number of people in need of care in Germany has increased in recent years [1]. It can be assumed that this development will continue.

Needs: (entry phase & in phase):

The needs of a person in need of care are individually very different and strongly dependent on the degree of care and the life situation. In some areas, the person in need of care can clearly formulate his or her wishes and needs and make decisions about specific offers of help. Sometimes he himself does not see a specific need, but the people who care for him, whether they are relatives or professional caregivers, do. It is not uncommon for conflicts to arise, for example when it comes to the scope or type of care or the use of certain nursing aid.

There is a very important point when it comes to offers for care services, aids and products that must be taken into account: If the state of health permits, participatory care is generally desirable, in which the persons in need of care has a say in how and with what care and support they receive. In reality, however, it is often the caregiver who makes the necessary decisions. This complex situation requires a more differentiated marketing strategy.

Financial situation: The need for care can affect anyone, so the financial situation of those in need of care varies accordingly. Depending on the level of care and personal care network, the costs of care cannot be fully covered by the insurance benefits. A personal contribution has to be made here, which usually has to be provided by the person in need of care. For some, this will be affordable without major difficulties, others may have to fall back on financial reserves, but for some, care will also become a financial burden. Against this background, measures for the “affordability of care offers” should always be initiated. If necessary, it should also be ensured that payments in the context of daily care can also be made by third parties via appropriate dispositions.

Leisure time, life planning: The need for care has a significant influence on the organization of daily life. In addition to support and care from third parties, remedies and aids can have a positive impact on the situation, including digital offers.

Important topics that become relevant in this life situation are powers of attorney and living wills as well as a will/inheritance contract. In many cases, these decrees are only drawn up very late and therefore under time pressure. In addition, many people are concerned with the question of their own legacy and they begin to look back at their life story.

Partnership: Most people do not want to become dependent and fear that their need for care will be a burden to others. In many partnerships, the need for care therefore leads to tension and discord. An early open discussion "in case of care" is therefore important and necessary. 

Scenarios: 

Many people worry that they will need long-term care in old age. It is all the more important to address the issue of needing care at an early stage. Core statement: Good preparation can make a possible care situation easier. Examples: Identification of options for financial security in the event of a need for care, offer to support structural changes, e.g. in the bathroom or stairwell.

People who are already in this life stage often have care level 2, i. H. they are usually also accessible for corresponding offers. People in need of low-level care generally do not want certain decisions to be taken out of their hands. This should be taken into account when addressing customers.