5 STRATEGIES TO IMPROVE OCCUPANCY RATES IN CARE HOMES

BUILD A REPUTATION FOR OUTSTANDING CARE 

Quality of care is your strongest marketing asset. Families want to entrust their loved ones to a facility where safety, dignity, and compassion are top priorities.

How to Build and Showcase Quality:

• Staff Training: Invest in ongoing training for your team. Areas like dementia care, mental health support, and palliative care are in high demand. A well-trained staff inspires confidence and ensures high-quality service.

• Personalised Care Plans: Develop bespoke plans tailored to each resident's needs. Highlight these in promotional materials to demonstrate your commitment to individualised care.

• Collect Testimonials and Reviews: Positive word-of-mouth and online reviews on platforms like Google and Carehome.co.uk can significantly impact perceptions. Encourage satisfied residents’ families to leave reviews.

Example:

You know your Care Home is valued by families and residents alike. You decide to implement a feedback system. The system allows families to rate the home’s services. Soon this leads to improved online reviews and more referrals, and interestingly boosts staff morale at the same time.

INVEST IN DIGITAL MARKETING

Digital marketing is an essential tool to reach families researching care options. Your online presence can make or break their decision-making process.

Steps to Boost Your Online Presence:

• Professional Website: Ensure your website is visually appealing, easy to navigate, and contains key information like services, pricing, and contact details. Include a virtual tour to help families get a feel for your care home.

• Search Engine Optimisation (SEO): Use relevant keywords like “residential care home in [Your Town]” to ensure your website ranks high in search results.

• Social Media Engagement: Post regularly on platforms like Facebook to showcase activities, staff achievements, and updates. Engaging posts foster trust and visibility.

• Paid Advertising: Use Google Ads and Facebook ads targeting families in your area. Include a call-to-action like booking a tour or downloading a brochure.

Example 

You have relied on word of mouth to market your business. This is in fact a strong marketing strategy for a service based business, but it is restricted to the number of referrals in any point in time, and can be sporadic. You decide to run a targeted Google Ads campaign focused on dementia care services. You see a notable increase in inquiries and this spurs you on to increase your online marketing efforts.

CREATE A STRONG REFERRAL NETWORK

Word-of-mouth referrals are among the most effective ways to attract new residents.

Build Partnerships:

• Local GPs and Hospitals: Forge connections with healthcare professionals who can recommend your services to patients and families.

• Community Organisations: Collaborate with charities, support groups, and religious institutions. These groups often have direct contact with families seeking care.

• Satisfied Families: Offer referral incentives to current residents’ families. A small token of appreciation can go a long way in encouraging them to spread the word.

Example 

You decide to collaborate with a dementia charity offering workshops for families of newly diagnosed dementia patients. This gives you the opportunity to form relationships with potential future patients and their families, before they get to the point of needing full time care. You find this works well as you see an  increase in referrals. It also has a positive impact on the quality of care as relationships are forged early. 

DIVERSIFY AND ENHANCE SERVICES

Expanding your offerings can attract a broader range of residents and differentiate your care home from competitors.

Ideas for Service Enhancement:

• Respite Care: Offer short-term stays for families needing temporary assistance with their loved ones. This is often an entry point to long-term residency.

• Day Care Services: Provide daytime care for seniors who don’t require full-time residency.

• Specialist Programs: Focus on specific areas like dementia care, rehabilitation, or palliative care.

• Wellness Activities: Introduce wellness programs like art therapy, exercise classes, and music therapy to appeal to residents and their families.

Example 

You decide to launch a wellness program, featuring tailored activities and therapies. You focus on providing your residents with positive experiences that impact on their health and quality of life. You make this available for short term stays too which makes any transition to long-term residency that much more comforting for loved ones and families.

PRIORITISE RESIDENT AND FAMILY SATISFACTION

Happy residents and satisfied families are your best advocates. Their experiences directly impact your reputation and referrals.

How to Enhance Satisfaction:

• Transparent Communication: Regularly update families on their loved ones’ well-being. Use email newsletters, phone calls, or family meetings to keep them informed.

• Resident-Centric Initiatives: Host events like themed dinners, movie nights, or family open days. These activities foster a sense of community and happiness among residents.

• Feedback Mechanisms: Actively seek feedback from residents and families, and act on their suggestions. This shows your commitment to continuous improvement.

Example:

You decide to provide an anonymous suggestion box and encourage families to get invested in the care of their loved ones in this practical way. Your response to these suggestions increases trust and leads to glowing reviews, driving up inquiries and admissions.

BONUS TIP: LEVERAGE FINANCIAL EXPERTISE

Partnering with a specialist accountant who understands the care sector can help you streamline costs and allocate resources effectively. For example:

• Identifying tax-saving opportunities.

• Improving cash flow management to fund marketing or staff training.

• Enhancing profitability without compromising care quality.

CONCLUSION

Increasing occupancy rates requires a multi-faceted approach. By focusing on exceptional care, investing in digital marketing building referral networks, enhancing services, and prioritising satisfaction, care home owners can achieve sustainable growth.

Remember, even small improvements can make a significant difference. With a clear strategy and the right partnerships, your care home can thrive in today’s competitive market while continuing to deliver the compassionate care that residents deserve.

(c) Warren Davies, January 2024

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