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Marketing home care services

With the uncertainty of future local authority funding, many home care providers are looking at how to tap into the private market and access the increasing number of individuals looking for home care who have a direct payment.

What do you need to think about?

To many homecare providers the concept of sales and marketing can be quite daunting. Some of the things you need to think about include:
  • What should go into your enquiry packs and on your website?
  • Where and how should you market your home care agency?
  • How will you differentiate yourself from your home care competitors and what marketing are they doing that you might want to emulate?
  • How should you handle enquiries and initial visits?
  • And how will you know what marketing 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 can you choose who to work with?

How can we help?

Straight Up Marketing have experience of working with a number of health and social care providers including those needing help with marketing homecare services. We understand about home care marketing and have helped several providers to develop their first marketing strategy. We know the homecare marketing  marketing techniques that tend to work and which are likely to result in wasted time and money. We know that you need to see measurable results from the money you spend. And with our experience we can cut down on the waste and identify what is likely to work for you for your home care organisation or care home.


Our approach is usually as follows:

We spend a day or so with you and your staff to understand:

  • What it is you do and how you do it
  • What makes you better and different from your competitors
  • What marketing you are currently doing and how it is working

We review your leaflets, website and marketing materials and identify whether your messages are being consistently delivered.

We can also carry out a review of your key competitors. This might include:
  • Reviewing their websites
  • Carrying out mystery shopping enquiries (of yourself and your key competitors) to understand what they say and how they handle enquiries
  • Reviewing your competitors’ marketing activity

We provide you with a plan which identifies:

  • How you can cost-effectively increase the number of quality visitors to your website, calls to your organisation, enquiries you capture and customers you win.
  • Where you can save money
  • Where your processes could be streamlined to enhance 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 a fraction of the revenue you'll generate from just one new customer!
Whether you are looking to start carrying out home care marketing or care homes marketing activity for the first time, would like some help with reviewing how fit for purpose your current marketing activity is, or you would simply like a chat, contact us now to discuss how we can help your organisation.

Outsourced marketing services

Often our clients ask us to help implement their marketing plan. This can include website development and the creation of marketing materials, developing online marketing plans and helping to improve their enquiry handling process.

Care marketing Toolkit

If money is particularly tight and you’d like to do a lot of the work yourself a subscription to the Care Marketing Toolkit is worth considering.

The toolkit came about following on our work with dozens of home care and other social care providers. It includes more than 80 videos that take you step-by-step through things like developing a marketing strategy, creating an effective website, engaging with healthcare and local authority professionals, handling home care enquiries and implementing tactical marketing campaigns such as leaflet drops and ads in printed or online care directories.

All the videos provide tips specifically for home care providers and include examples of typical mistakes that inexperienced home care providers might make. Many videos include additional supporting documents and external links.

Effectively a subscription to the toolkit is like having your very own marketing course tailored for home care providers which you can dip into as you need it.

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


  • ...I feel confident that our marketing is now more effective and that I have the tools in place to test new things and identify quickly whether they are working.

    David Armstrong, Carewatch Bromley

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