Why digital marketing is vital in improving occupancy in the care home industry
Despite reduced occupancy levels due to the COVID-19 Pandemic, the demand for care homes is forecast to grow in the medium to short term. The ageing population of the UK suggests that these current lower numbers are not due to a decrease in need, but instead a lack of visibility and a breadth of sufficient options. (The Office for National Statistics predicts a 36% growth in persons aged 85+ between 2015 and 2025, from 1.5 million to 2 million. This is expected to lead to a substantial increase in demand for care home services.) Care homes market study: summary of final report - GOV.UK
To navigate these transitional times, it is vital that care homes and retirement homes capitalise on the changing market and influx of potential admissions. Fortunately, this is all possible through the guided deployment of digital marketing.
Generating leads, generating admissions
Perhaps the most crucial aspect of sustaining the care industry, or indeed any business, is the acquisition of new leads and new customers. Through digital marketing, tailor-made campaigns can be created and constantly adjusted to deliver information to a highly-targeted section of the population who have an interest in care home options, availability, location and prices at that time. Through the use of platforms such as Google Ads and social media platforms like Facebook and Instagram, potential clients can be selected by specific metrics to ensure that they are being shown relevant care home marketing at a time when it matters to them. Information from Google can create an audience of people who have been searching for care home options online and then deliver relevant ad content to them when they are next online.
Maintaining and Improving Reputation
In the modern world a company’s online identity (consisting of their brand image, and the reputation built through feedback) is intrinsically linked with their marketability and overall turnover. Through the informed use of digital marketing, care agencies (residential retirement homes or nursing homes) can meticulously cultivate their ‘brand image.’ Any negative feedback can be swiftly responded to and remedied, so that the company is seen as being noticeably active and attentive to its clientele. Moreover, positive feedback can be openly celebrated and shared across platforms - feedback in the form of testimonials and even video content has been proven to be popular and contribute to positive brand image. With a professional campaign a care home can reinforce what makes them unique in the landscape of care providers - of course, no two care homes are the same and each require their own strategy to appeal to their target, local audience.
Recruitment
In the same way that digital marketing is essential for the acquisition of new admissions for care homes, it is similarly required for acquiring new employees and care workers. All prospective job applicants vet any company which they apply to work for. With increased admissions, increased online presence, better overall feedback and good brand reputation, job applicants are much more likely to trust the company which they are looking to work for. Furthermore, using the same algorithms and processes to encourage admissions to care homes, job vacancies can be presented to those who would be more likely to apply, rather than sentenced to an eternity pinned on a job board which no one reads or engages with.
Pricing
Ultimately, the bottom line is the bottom line. Digital marketing campaigns are distinctly more cost effective than the more traditional methods. It is very rare that a prospective customer would be inspired to admit their elderly relative to a care home which they saw advertised on the back of a bus or a billboard - despite the high price points of such campaigns. Instead, they are far more likely to research a potential care home online, or enquire about one which they were presented with, using an appealing social media campaign or advertisement. Not only this, but the use of such marketing avoids the unnecessary expenditure and exposure to people who have no desires or interest in residential care homes.
Put Into Practice
Our work with a care home in the South East of England recently saw occupancy increase by 16.8% within the first nine months that we collaborated with them, during which time their overall marketing expenditure decreased by 14.1%.
Digital marketing in the care home industry is a no-brainer, all that is needed is the expertise to create, implement and strategise effective and efficient digital marketing campaigns.
You can read more about the changing age structure of our population from the Office of National Statistics here.
