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Marketing care homes

Are you having trouble filling your empty care home beds or are you worried that your waiting list is non-existent?  Are your prospective customers being lured into a purpose built new home or is one of your competitors becoming more savvy about marketing their care home?
With less and less local authorities paying for block bookings, more people looking to stay in their own homes and greater numbers of care homes looking to market themselves to self-payers the market is getting increasingly competitive. Simply providing great care won’t mean that prospective customers are beating on your door.

We’ve reviewed websites, made telephone enquiries and visited a fair few care homes and there aren’t many that consistently and effectively marketing their care home across all these channels.
What do you need to think about?
You may find the concept of marketing and selling your care home to be quite daunting. Some of the things you need to think about include:
  • Where to advertise and what to say?
  • How to make your website attract visitors and convert them into enquiries?
  • How to ensure your telephone enquiries are handled effectively and what you should tell people?
  • What is the best way to conduct a visit – what should you tell people, what are they looking for?
  • How do you compare to the other care homes that your prospective customers are visiting?
  • And last but not least how will you know what is and is not working?
There are plenty of organisations out there ready to convince you that you need to be advertising in their directory or magazine or that you need to spend a lot of money on your brand or website. So how do you choose who to work with?

How can we help?


Straight Up Marketing has worked with a range of social care organisations including a number of care homes. We have also worked with many other single and multi-site service organisations such as serviced offices and healthcare providers. We bring relevant experience from within and outside of the care sector and look at things from a marketing, sales and overall customer experience perspective.
We understand the types of marketing techniques that tend to work for care homes and which ones are likely waste your time and money. We understand that seeing measurable results is important and we can help to cut out waste and ensure that where you do spend money on marketing your care home you get the highest return you can.

How do we approach things?

We could spend a day carrying out some mystery shopping (including mystery shopping your own care home) and then coming in to talk to you about what you offer and what makes your care home better and different from the other care homes your prospective customers might consider.

You may also want us to carry out some desk research and look at how your key competitors promote themselves and to review the information we have gathered as part of this overall process.

Ultimately you’ll probably want a plan which identifies:
  • How to cost-effectively generate more high quality web visitors, telephone enquiries, visitors and ultimately customers for your care home
  • Where you can cut down on ineffective marketing
  • How you can improve your processes to improve the customer experience, improve efficiency and save you money

How much does it cost?

Depending on your size and requirements an internal audit and development of a marketing plan is likely to cost less than a month’s worth of revenue from just one customer. So if you’ve got a spare bed and you’re thinking about how your market your care home give us a ring and we’ll talk through how we canhelp you to fill it sooner rather than later.

Outsourced marketing services

After we’ve carried out some consultancy many of our clients ask us to then go on and help them implement the plan. This often includes creating a website and marketing materials, developing online marketing plans and implementing a robust sales process.

Care marketing Toolkit

If you’ve got a limited budget and you want to do a lot of the work yourself you might consider a subscription to the Care Marketing Toolkit.

The toolkit is based on our work with dozens of care homes and other social care providers and includes over 80 video tutorials talking you through things like developing a marketing strategy, putting together an effective website, engaging with local authority / healthcare professionals, managing enquiries into your care home and carrying out tactical marketing campaigns such as ads in care directories or leaflet drops.

All videos talk you through the marketing process and provide tips specifically for care homes including typical mistakes that inexperienced care homes often make. Many also include supporting documents and links to other relevant content.
Effectively it’s like having your very own marketing course tailored to the care industryyou’re your current requirements whenever you want.

Visit the Care Marketing Toolkit website where you can sign up for a free trial or subscribe for a day, a month or a year.

Find out more about the clients we have worked with and read several testimonials and case studies.

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