Case Study 2

A care home provider in Essex contacted us for support when their 2 residential care homes failed to achieve or maintain occupancy for more than 2 years.

The homes had previously prospered, enjoying 100% occupancy with a private majority and waiting list.  However, over the course of 2 years, occupancy had declined and enquires all but disappeared. When we took the call from the provider one home had had just 50% occupancy over more than a year.

Further discussion revealed that weekly fees were consistently low in comparison to other care homes in the local area.

We supported the provider with an 8 day consultancy package with a 1 day review to develop a sales and marketing strategy that wouldn’t cost the earth and could be easily integrated into the existing set up of the homes.

Day 1 & 2

• We undertook a competitor review in order to benchmark the homes against their competitors.
• We mystery shopped the provider’s homes and those of other comparable providers.
• We conducted a review of existing demographic information and local authority reports to identify care needs in the local area.

Day 3

• Presented Day 1 findings to the provider.
• Established occupancy and average weekly fee targets with the provider.
• Developed a marketing strategy targeting self-funded, private residents requiring high quality residential care.
• Identified resources and staff to implement the strategy from within the existing establishment.

Day 4

Sales & Marketing Training Day delivered to home managers, deputy managers, home administrators and activities staff.

Day 5 & 6

• Presented mystery shop reports to individual home managers.
• Worked with the home managers to optimise existing marketing channels including their subscriptions to care home review websites and local publications.
• Developed a soft marketing plan for each home to raise their profile in the community and drive enquiries.
• Engagement with local authority quality initiatives and networking events to build confidence and drive private referrals.
• Advised how to use social media as a marketing tool.

Day 7

• Enquiry tracker and weekly sales and marketing calls introduced.
• Enquiry management process developed.
• Branding & presentation of the homes reviewed. Report and recommendations delivered to the provider.

Day 8

• Supported first weekly sales & marketing call for home managers.
• Introduced enquiry management process.

1 Day Review

• Repeat mystery shop with immediate and written feedback provided.
• Review of online presence and soft marketing initiatives.

Outcome

The provider has reported an increase in leads, enquiries converting to show arounds and show arounds converting to sales.

We have continued to support the provider ad hoc to maintain momentum and home manager engagement.

Both homes achieved 100% occupancy with average weekly fees in excess of £1000.