How Best – And Most Effectively – To Challenge CQC Reports On Your Care Operator Care Home PR And Marketing Masterclass podcast

35:05

In this episode of Care Home PR and Marketing Podcast, Adam James and Samara Ullmann of Springup PR reveal how to get regional news TV coverage for care homes – to amplify awareness, boost staff morale and positively impact residents and their families. They focus on how care homes can craft compelling stories and how securing media coverage for care homes can drive community engagement and contribute to enhancing their reputation in the local area. Adam and Samara provide insights into the strategy behind media pitches, explaining how a strong human interest angle is key to capturing a journalist's attention. In the episode Samara and Adam discuss: • The power of media exposure and how “TV coverage brings incredible benefits—not just for awareness, but for boosting staff morale and making families and residents feel proud”. • Why care homes should target individuals aged 45+, who are more likely to consume traditional media such as the 6 pm news. • The “ripple effect “of TV coverage and how this can lead to immediate calls to care homes, asking about the specifics of the story, like how they improved residents' lives. • Why it's crucial to "hijack the news agenda," using current events to create relevant stories about care homes helping to address these issues. • The importance of visual storytelling for TV with stories needing a visual element to capture attention, “whether it’s music therapy, dog therapy, or even a piano performance by a blind resident”. • Why care homes should focus on human stories that highlight the benefits to the individual, their family, and the wider community. • Why local journalists are eager to share positive, uplifting stories from care homes that benefit both residents and the community. • Why the local press love stories where care homes engage with their community, “like a care home donating food from its allotment to a local food bank”. • The importance of media training and why it’s important to “ensure that the spokesperson feels comfortable and confident.” • The pitching process, “making sure to send a clear, concise email with a full package for the journalist: the story, interview opportunities, and what they can film.” • Why you shouldn’t pitch stories when there's a regional crisis happening, “wait until journalists are less busy with breaking news,” for the best chance of success. • The importance of building relationships with journalists by picking up the phone and speaking directly to the news desk to ensure your pitch is received well. • How care homes can shine in the media though “a bit of preparation and the right story,” to present themselves positively in the media, benefiting both their reputation and their community.…

Care Home PR And Marketing Masterclass Podcast

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How I help care homes handle their enquiries effectively 28:58

37 weeks ago28:58

28:58

This episode of the Care CEO Success Stories podcast features Jac Owen, founder and managing director of Connect , which handles enquiries on behalf of care homes. Jac discusses with host Adam James of Springup PR how Connect helps care homes increase their occupancy by managing enquiries effectively - emphasising the importance of handling inquiries with empathy and understanding, recognising the emotional journey of callers, and ensuring enquiries are followed up appropriately. Jac highlights the need for care providers to be accessible and responsive across various contact methods, including phone calls, emails, and live chats. She also shares her insights into training staff to handle inquiries with a personal touch, avoiding a tick-box approach, and ensuring clear communication about next steps for callers. The discussion also touches on the importance of following up, the benefits of having transparent pricing, and the various ways to measure and improve conversion rates from enquiries including: • The importance of "understanding the emotional journey,” of callers looking for care for their loved ones • How care providers should be accessible via phone calls, emails, live chats, and even WhatsApp. • Training should focus on listening skills, empathy, and avoiding a tick-box approach. • Follow up calls are a courtesy and show care and interest and “should be done in a way that is helpful and not intrusive”. • Having “transparent pricing,” on the website is important but should be “balanced with the opportunity to discuss the value of the services”. • Measuring success by tracking enquiries and ensuring effective follow-up. • Care providers should “continually review and improve,” their enquiry management processes with training and support for staff. • Calls should start with “empathetic listening,” to understand the caller’s needs and concerns. • Always provide clear next steps to the caller, ensuring they know what to expect. • Handling enquiries with a “personal touch rather than a scripted response,” makes a significant difference. • Ensuring enquiries from multiple channels are managed efficiently and effectively. • Consistent engagement and follow-ups “build trust and demonstrate commitment”. • How it's essential to discuss the “value of the services,” during initial enquiries, not just the price. • Being adaptable to the needs of callers and “providing tailored responses," enhances the overall experience.…

Care Home PR And Marketing Masterclass Podcast

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How I Eliminate All Agency Staff For Care Homes 34:35

1 year ago34:35

34:35

This episode of the Care Home PR And Marketing Podcast features Stephen Forster, founder of the Care Social Network . Drawing from his background in care and recruitment, Stephen shares how to revolutionise care worker hiring for care homes. Stephen used to work as domiciliary care assistant in Huddersfield, and it was here that he advanced to HR manager subsequently helping to double the size of the company within two years before founding recruitment and retention company Care Social Network. In the episode Stephen focuses on: “Why you can recruit all your carers via Indeed”: Stephen believes care providers need only use Indeed for hiring care assistants – and he offers unique insights into optimising job adverts and budgets. “Indeed is 100% a golden ticket. Learn how to use Indeed you can smash it! One provider I’ve been helping has at least 500% more applications while using the same budget as previous,” says Stephen. He adds: “focusing your efforts on Indeed rather than spreading them thin across various channels,” is key. Why “it’s now a candidates’ market – so you must strip back your entire recruitment processes to make it work” Stephen addresses how overuse of agency staff can lead to permanent staff being unhappy, which ultimately negatively impacts care. Why “time-to-hire: is vital: “Often if someone applies for a care job on Indeed the care home will reply three days later, and it’s often a boring ad. And yet they expect candidates to get back to them!?” says Stephen. “The truth is you must treat applicants with unbelievable respect, like gold dust - and get on the phone to them straight away” “I use a VET (voicemail, email, text) system, and I do this twice per day, per applicant. “Remember, candidates may be applying for 4 or 5 care jobs in one go on Indeed. So you have to be fast “And you must sell the company ethos to candidates, and why your provider is the best place to work.” Stephen gives the example of one Lancashire provider with three homes which cut agency usage from 60% to 5% saving over £10,000 a month in agency fees. Why face-to-face interviews are, in the present recruitment climate, more about “candidates interviewing the care provider.” Why lengthy screenings of applicants via the phone need to be reduced - and face to face interviews should be around one hour. Why offering jobs on the spot should not be considered as “being desperate”. Rather it’s about doing “whatever it takes,” to get the right person to work for you. No-shows: “Providers complain that potential applicants are not good enough and do not show up – but when I dig deeper it’s because processes are not good enough from the start,” says Stephen. Hiring registered managers: Stephen recommends “using Indeed and its CV search features to proactively reach out to potential candidates, potentially saving on recruitment fees…..You can hire a new manager for £250 – and that can be done by every care company…”…

Care Home PR And Marketing Masterclass Podcast

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How To Build A Care Provider’s Brand 33:59

1 year ago33:59

33:59

This episode of the Care Home PR And Marketing podcast features Saskia Binns, a communications, brand and marketing consultant who serves on Championing Social Care’s organising committee. Saskia shares how, when starting a new care home or care provider, “it's important to understand your brand positioning, demographics, competitors, and determine your niche”. Saskia also examines the importance of competitor analysis, defining your values and vision, adopting your own tone and matching images with words. Drawing on her years of experience as former head of communications at Majestic Care and building the Championing Social Care brand, Saskia shares secrets to building a brand with unique insights including: • How understanding your brand positioning is crucial, “it’s about recognising the unique essence of each care home and telling their story in a way that resonates with their community.” • Analysing market demographics, competitors, and identifying a unique market niche by conducting thorough competitor analysis to gain insights, possibly through industry forums or conventions. • The critical considerations when building your brand and how “it's not just about what you offer; it's about how you offer it”. • The importance of strong values and vision aligned to staff and how emotional connection and values are key in care. • Ensuring your website content connects emotionally through tone of voice and matches brand values and how “images and words must align”. • The importance of brand USP and how “your people and team will be your unique selling point.” so promoting them well on social media sells the care. • How brand colours have psychological impact, what colours associate with care and what colours to avoid in your branding. • Why logos should reflect your company ethos, avoid overly simplistic designs and resonate with the consultancy's mission rather than focusing solely on initials or acronyms. • Utilising Facebook is key for care marketing and ensuring a consistent brand and calls to action. • Utilising platforms like Linkedin to build professional networks and aligning company branding across platforms. • How “a care home's website should be more than information; it should take visitors on an emotional journey, giving them a feel for life within the home." • How Championing Social Care started from small conversations in lockdown about care workers and has grown to huge national events led by volunteers passionate about care.…

Care Home PR And Marketing Masterclass Podcast

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How To Become A Care Home Of Choice Via Community Engagement 34:08

2 years ago34:08

34:08

This episode of the Care Home PR and Marketing Podcast discusses how care homes can become the preferred choice in their catchment areas through effective community engagement with Carl Roberts and David Martins. Carl is the Associate Sales and Marketing Director of Boutique Care Homes , a care provider with a focus on quality and innovation. With five years of experience in the care industry, Carl believes in being a social care influencer, building networks within your team and the local community, identifying needs, and tailoring events and initiatives to local needs. David Martins is the Head of Sales at Westgate Healthcare , an experienced professional with around eight years of experience in the care sector. He emphasises the importance of community engagement in becoming a care home of choice. David's strategy involves understanding and meeting the community's needs by collaborating with various local groups, offering events and building strong relationships based on shared values and goals. The pair offer practical strategies for engagement, including becoming community hubs by offering valuable services and initiatives that address local needs, such as setting up a cinema club for young carers, and how each team member has a network that can be leveraged to build contacts and relationships. Both Carl and David stress the importance of taking action and recommend planning events well in advance, focusing on unique and engaging ideas that benefit the community, and approaching engagement with a genuine desire to help and collaborate, including: • Insights on how care homes can become integral parts of their communities by identifying community needs and offering valuable services. • Tapping into the networks of care home staff members to build contacts and connections within the local community. • David discusses the value of planning events and initiatives that are unique, engaging, and serve the community's interests. • Both guests stress the importance of taking action and not being afraid of rejection, as the community generally responds positively to care homes' efforts to engage and contribute. • Emphasising the importance of becoming a social care advocate and engaging with local communities. • Dementia care providers should aim to connect with people who may not be familiar with their services, even through insurance channels. • How local care providers play a crucial role in offering information and support to the community. • Changing the outdated perception of care by building trust and helping people on their care journey. • Tailoring engagement to community needs, as demonstrated by a care home adjusting its outreach for builders. • Sharing examples of successful community engagement events, like coffee mornings and support groups. • The significance of relationship building in sales, connecting on a personal level to guide emotional journeys. • Getting sales basics right, promptly addressing enquiries, sending brochures, and following up with personalised calls. • Leveraging the power of simple tools like text messages for communication and follow-up. • The need to focus on genuine care before the formal care process begins, showing empathy and support. • The impact of promptly addressing enquiries and avoiding unnecessary barriers in the process. • Listening to and analysing calls for effective customer service improvement. • Utilising live chat and text messages for engagement and follow-up, adapting to busy schedules and preferences. • The intimate nature of phone communication, the importance of tone, and the need for effective follow-up to advance sales.…

Care Home PR And Marketing Masterclass Podcast

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How To Pitch Your Care Provider To The Press To Be Seen As A National Care Expert 31:28

2 years ago31:28

31:28

This episode of the Care Home PR And Marketing Podcast podcast features Sam Lewis, editor of Care Home Professional . With a number of years experience in trade publications, Sam brings a wealth of knowledge on pitching stories and gaining recognition as an expert in the care sector. Having worked in various sectors, Sam has now found a home in the care sector and is passionate about sharing stories that raise the profile of care providers and highlight their achievements and unique perspective on the industry. In this episode, Sam unveils the secrets behind getting yourself or your care provider featured in the care sector press, particularly Care Home Professional. This includes: • The secrets on how to pitch stories to the magazine and gain recognition as an expert care provider. • How pitching to the press is a way to elevate your care provider's profile and reputation both regionally and nationally. • The different types of stories that Care Home Professional covers including news, interviews, guest columns, financial results, research, and partnerships, and how you can tailor your story to maximise the chance of being featured. • The best way for providers to proactively send their stories and content to the magazine and why. • Sharing stories about new CEOs, acquisitions, new care home construction, financial initiatives, and initiatives related to wages and why these work. • Why business focused stories are more suitable for the publication than those centred on the residents. • The value of quotes and perspectives from care providers on current sector topics, as these adds depth and credibility to yourself and the publication's coverage. • The benefits of hearing directly from your provider with a unique and valuable perspective rather than relying solely on well known industry spokespeople. • Why you should aim to provide interesting and unique stories that the audience of Care Home Professional would want to read to increase your chances of being featured. • How the frequency of coverage for a particular care provider will depend on the relevance and quality of their submitted stories. • How and when to follow up on your story if you haven’t received a response and whether this can affect your chances of coverage.…

Care Home PR And Marketing Masterclass Podcast

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How I Planned A Care Provider Website To Maximise The Probability A Prospective Family Would Become A Client 34:16

2 years ago34:16

34:16

This episode of the Care CEO Success Stories podcast features Jason Hancock, founder of Hancock and Rowe which specialises in website user experinces. In the episode Jason discusses how he helped the Good Oaks Home Care franchise after it approached him asking for a “visual uplift“ to its website and a better digital experience for families looking to find home care, and to ultimately secure better enquiry-to-customer conversion rates. In the episode Jason reveals: The importance of initial research, and how he interviewed 6 Good Oaks Home Care clients, and 6 franchise owners ahead of planning the new s The role of “site map” and “map journeys” in creating good website navigation, and using both long-form and short-form surveys during research. How he created 3 key personas for Good Oaks Home Care, including one for high-net worth families looking care and another for job-seekers The importance of testing to ensure best possible experiences for website visitors and ultimately improving enquiry rates. The process for developing and optimising a website after it’s been designed and ensuring key information and calls to action are easily accessible and visible to users to help drive more enquiries…

Care Home PR And Marketing Masterclass Podcast

1
How To Handle Enquiries To Your Care Homes (Particularly As Families Are Now HYPER Discerning) 33:35

3 years ago33:35

33:35

This episode of the Care Home PR And Marketing podcast features Fiona Hales, managing director of CoolCare , an administration software provider covering “everything a care home needs to run efficiently and with profit” Fiona sets the vision for CoolCare and guides development while leading the team to create the best experience for customers. In the episode Fiona outlines the best strategies for dealing with enquiries when they arrive with your care provider, and how to ensure the best experience for prospective families and residents including: How prospective customers are more discerning and viewing more homes to find the right place for their loved ones. And why families may now have a list of 10 care homes to choose from rather than 3 The importance of having an impressive online presence through websites, and social media articles in the local media to be under consideration. “Families are now interrogating what might be the best care home for their loved one,” says Fiona. How providing the best possible experience for prospective residents and their family is key in a competitive market. How the level of care and attention afforded to residents should be shown from the moment the enquiry comes in. How good record keeping is vital to the process for care providers and central digitalised records can streamline the process. The importance of good internal communication across your team to ensure the enquiry process runs smoothly. How having a standardised procedure for dealing with enquiries for all staff is key to keep prospective families informed and happy throughout the process. The impact of an inefficient process on vacancy levels in your care home and how changes to this process can increase occupancy. How a friendly, professional and personable attitude from staff is key to making prospective residents feel like “your home could be their home”.…

Care Home PR And Marketing Masterclass Podcast

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Why Care Operators Should Collect Positive Testimonials From Families 25:38

3 years ago25:38

25:38

This episode of the Care Home PR And Marketing podcast features Paul Robinson, Director of Strategic Partnerships at Doctify , a real-time digital feedback system for health and social care providers. Doctify allows social care providers to collect high volumes of reviews and testimonials on a consistent basis – giving you greater insight into how people view the care you provide, and allowing potential families to have that extra level of trust in you as a care operator. In this episode, we talk about how testimonials and reviews can be utilised to promote your care home operator,how operators can get more positive reviews, and what you can do with them once you’ve collected them. We discuss: Why reviews and testimonials of care operators are a key part of the decision-making process for families looking for a care provider. Reviews can make or break a decision to make a first enquiry. The importance of having a large volume of reviews to build trust. We discuss the why it’s important to have recent reviews, rather than just older ones Where reviews and testimonials can be left – will you encourage reviews on your website, Google reviews, Facebook, carehome.co.uk or other places? Your team can work with families to create reviews personally, such as video testimonials. How sites such as carehome.co.uk use reviews to promote you as a provider – both the rating and volume of reviews How care operators can encourage people to leave reviews or testimonials How the Doctify system works on a realtime basis, using QR codes and allowing customers to leave reviews quickly and easily – and then it’s up to you how you use the reviews What you can do with reviews once you’ve received them – will you share them on your website, social media, news releases or elsewhere? That collecting positive reviews can help change the wider perception of social care, and raise your staff morale – reviews are a fantastic data collection tool for your team. What to do with negative reviews – if a negative review is posted publicly, what should you do, and when should you have it removed? Get Our Free Video On 7 Vital – And Proven – PR And Marketing Things You Must Do To Get More Enquiries And Fill Your Care Or Nursing Home Beds Faster…

Care Home PR And Marketing Masterclass Podcast

1
How Care Operators Can Build Formidable Relationships With Local Authority Decision-Makers! 26:45

3 years ago26:45

26:45

This episode of the Care Home PR And Marketing podcast features Mark Topps, regional business manager for reablement service Essex Cares . Mark has a long history of working in social care, starting as a support worker, then registered manager and regional manager. He’s worked for multiple private and charity organisations. In this episode, we discuss how to cultivate productive relationships with local authorities. As care providers, positive relationships with local authority personnel are key – they’re vital for placing funded clients and sometimes about future decisions about your service. This episode reveals some of the most effective ways to get yourselves in front of key decision-makers and commissioners, and what you should say when you’re there. In this episode, we discuss: How to find out who your key local authority decision-makers are, both in your area and surrounding regions The most effective strategies to contact decision-makers – and how the Covid pandemic changed this. And with so many care providers trying to contact them, how can you stand out? How to make sure you stay at the forefront of decision-makers’ minds, including with regular emails, and some of the best-received content to include. We discuss weekly emails and some best-performing examples. How to best use time with commissioners and other key decision-makers The importance of being transparent about what your care service can deliver for clients – and the value of being honest, including discussing any negative aspects. How to talk to commissioners and key decision-makers about what’s included in your fees - and why it’s important to talk about some of the challenges in social care, such as recruitment, budget and salaries. The value of the personal touch – it makes you memorable, and it will be appreciated! Keep up small talk, and follow and engage with your commissioners and key decision-makers on LinkedIn or Twitter Get Our Free Video On 7 Vital – And Proven – PR And Marketing Things You Must Do To Get More Enquiries And Fill Your Care Or Nursing Home Beds Faster…

Care Home PR And Marketing Masterclass Podcast

1
How Care Operators Can Listed #1 On Google! 43:16

3 years ago43:16

43:16

This episode of the Care Home PR And Marketing podcast features Alfie Jones of Cahoot Marketing when we discuss everything you need to know about SEO for care operators and how you can improve your Google rankings. We discuss: What SEO is, and the basics of technical, on-site and off-site SEO for care operators. What the difference is between organic results and paid Google Ads (and why Google Ads can be a quick win) How to choose the best keywords for your care operator – how specific should you get? Why you should spend time researching keywords and what tools you can use How to talk to your web developers about the importance of SEO Tips to produce an ideal website page with the right word count and keyword usage How to improve your website’s authority, including listing your care provider on directories and securing editorial coverage The amount of time you should expect to secure results Get Free Video On 7 Vital – And Proven – PR And Marketing Things You Must Do To Get More Enquiries And Fill Your Care Or Nursing Home Beds Faster…

Care Home PR And Marketing Masterclass Podcast

1
Why Care Operators Should Have Real-Time Live Chat On Their Website 30:36

3 years ago30:36

30:36

This episode of the Care Home PR And Marketing podcast features Marcus Wrinch of C4B Chat, a website live-chat service specialising in the care sector. He reveals how live chat enables prospective families looking for care to get answers to their questions quickly, easily and discreetly – and from real people! Live real-person chat functions also maximise your chances of securing an enquiry in the first place before that family member goes browsing other care providers’ sites. In this episode, we also discuss: The pros and cons of different types of chat services – including why AI or bot chat services with pre-programmed responses aren’t always the right choice for care providers Why getting people onto your care operator website via SEO, PPC and digital and traditional marketing and PR is only half the job – you still need to get visitors to engage with you How a real-time chat service can be branded and made to function seamlessly with your existing website How a “managed” (i.e. real-person) sales chat service works, and how it can maximise sales enquiries while putting minimal pressure on busy colleagues; an external person will text and email team members to ensure someone can jump on to the chat quickly and answer specific questions How a chat service operates when none of your team is available, and how a prospective enquirer’s details can still be captured How a prospective client or family member can use your website to talk directly to one of your sales, care or management team and so build that all-important rapport - and the process they’ll go through Why it is important to book a prospective client or family in for a visit early in the enquiry process Why a live-chat system can be easier for a prospective client or family member than a phone call or email – it’s quicker, more discreet. Plus for your as a care operator you have a written record of the live-chat enquiry. How to set up a managed chat service on your website…

Care Home PR And Marketing Masterclass Podcast

1
How A Specialist Care Operator Used PR And Marketing To Help Increase Care Job Enquiries By 400% 44:36

3 years ago44:36

44:36

This episode of the Care Home PR And Marketing podcast features Neil Russell, chairman of specialist neurological care provider PJ Care which employs more than 600 staff. Neil reveals how they use innovative PR and marketing campaigns to help become “inundated” with new care and nurse staff applicants. The episode includes: Why Neil decided PJ Care’s PR and marketing focus should be on on recruitment and making PJ Care attractive to new care and nursing staff Why this “red hot” strategy was more successful than a “scattergun” PR approach Why having a defined #1 target for PR is vital - and all efforts should be made to achieve that #1 target. How PJ Care massively increased using Facebook as a tool for recruitment - helping it secure up to 6 new staff “hits” per day via the platform alone Details on how PJ Care promotes itself as as an attractive employer and place to work What messages PJ Care communicates to help attract new staff, particularly nurses whose skills will be upgraded once working for PJ Care The approach that PJ Care employs to help retain staff, included during mandatory Covid vaccinations. How PJ Care ensures its accolades and awards are communicated to new target recruits - and the importance of conveying the message that care is a fulfilling and rewarding career and offers benefits over working in retail or hospitality Why Neil considers his care staff working “on the floor” to be his most valued staff. How to lead a successful care operator How Neil personally endeavours to meet much of his staff, who between them speak 44 languages and share a heritage with 50 nationalities Why PJ Care’s slow and steady growth with a focus on quality above quantity has been deliberate. Neil’s view on building a leadership team, including how it’s important to learn from when you get it wrong, and the value of allowing people to make mistakes to foster learning and development. Why Neil’s single most important piece of advice is to “Listen to everyone and then make your judgement. And encourage people to challenge you”…

Care Home PR And Marketing Masterclass Podcast

1
How One Care Operator Received The CVs of 21 Care Applicants Using £798 Of Facebook Ads Combined With PR 25:11

4 years ago25:11

25:11

This episode of the Care Home PR And Marketing podcast features Facebook Ads specialist Michael Rodger of Springup PR where we discuss the case study of how one care operator received the CVs of 21 care worker applicants over a 2-month period using Facebook Ads combined with a PR strategy. It includes: The most effective ways to run Facebook ads for care operators including how to test various Facebook ads. How to use the “human touch” and testimonials from present employees and care workers into the Facebook ads. The role of lead-gen Facebook lead forms in capturing the name, email address and mobile phone number of applicants. And whether to use a dedicated landing page or not. How to run additional qualification questions, including CV data, on Facebook ad lead forms How important it is to follow up via phone to care applicants received via Facebook ads. How following up via phone doubled the number of CVs received. How 1/3 of phone calls made to interested care applicants resulted in immediate contact. Details of the light-touch script Michael used when phoning care applicants. Why follow up via phone also enables care operators to understand how effective their Facebook ads are. The huge benefit of having the foundation that your care operator is well-known and recognized as a good employee. Why building in automated email sequences, via Zapier, to the applicant and the care operator is vital, particularly to keep applicants ‘warm’ How of 66 care applicant leads received only 5 were classified as “dead-ends”, and two-thirds (21) gave their CV for the care operator recruitment team to follow up with. Get Free Video On 7 Vital – And Proven – PR And Marketing Things You Must Do To Get More Enquiries And Fill Your Care Or Nursing Home Beds Faster…

Care Home PR And Marketing Masterclass Podcast

1
How One Care Home Operator Used “Phenomenal” PR To Increase Enquiries And Occupancy 30:26

4 years ago30:26

30:26

This episode of the Care Home PR And Marketing podcast features Nimesh and Pritesh Patel of 2-home operator Prime Residential Care. They tell their story of how they purchased their first care home without previous experience in the sector, and ended up having the “toughest times” of their lives after a combination of bereavement and occupancy drop. But through hard work and dedication to providing a first-class care home service to families they got back on track, and went on to use a PR and marketing strategy to get more enquiries and increase occupancy for their two homes. It includes How Nimesh and Pritesh come from a retail background but had family familiar with the care sector. How they decided to purchase their first care home, Glebe House, in June 2017, but just ahead of the planned purchase date the home dropped to “requires improvement”. Why the bank nevertheless decided to support Nimesh and Pritesh in the purchase of Glebe House. How it was a “rollercoaster ride” in running Glebe House at first, but how they secured a turnaround within 6 months to become a CQC “good” home. How occupancy at Glebe House dropped following the requires improvement status, but nevertheless they purchased their second home, Down Hall in March, 2019, and why this ended up being “the toughest time” of their lives. The “phenomenal” role of PR and marketing in helping increase enquiries and occupancy at both homes. Including massive media exposure. The importance of steady and ongoing promotion of care homes to "put your good news out there” and how Facebook generates enquiries The values, including respect for elders, that Nimesh and Pritesh bring to running a care operator, and the value of pure hard work! What it takes to run a successful care operator Why their background experience of providing good customer service was vital Get Free Video On 7 Vital – And Proven – PR And Marketing Things You Must Do To Get More Enquiries And Fill Your Care Or Nursing Home Beds Faster…

Care Home PR And Marketing Masterclass Podcast

1
How Care Homes Can Use Telephone Call Tracking To Better Understand How Enquiries Are Recorded And Handled. 18:09

4 years ago18:09

18:09

This episode of the Care Home PR And Marketing podcast features Wendy Westbury, Director of Sales and Marketing at Dormy Care Communities, which operates 4 homes. In this episode we reveal: What exactly call tracking is - and how does it work? Why care operators should embed call tracking software into their enquiry management system - and Wendy explains specifically why she did. What’s the difference about “dynamic” and “static” call tracking The benefits that call tracking can bring to care homes sales teams…

Care Home PR And Marketing Masterclass Podcast

1
The Ultimate Guide To Selling Your Care Operator 34:42

4 years ago34:42

34:42

This episode of the Care Home PR and Marketing podcast features Anthony Rae of Montane Care , who will be revealing the essentials of selling your care operator, whether you’re a single home or a group of homes. In this episode we discuss: How to value and appraise your care home operator – and assess its saleability. It’s (roughly) 5x your adjusted net profit. So if your care operator secures £800,000 adjusted net profit per year, your approximately valuation = £4m. (Note: It’s adjusted net profit) Current state of the market What to plan if you are thinking of selling your operator – and the pitfalls to avoid. e.g. The role when valuing an operator of your CQC ratings, possible improvements and demographics, supply and demand, financials, staffing, capital expenditure, assets and adjusted net profit. Transition and hand over of your operator to the new owner. What to think about in terms of best offers, potential buyers, and confidentiality How to advertise the sale of a care operator Get Free Video On 7 Vital – And Proven – PR And Marketing Things You Must Do To Get More Enquiries And Fill Your Care Or Nursing Home Beds Faster…

Care Home PR And Marketing Masterclass Podcast

1
How Digital Technology Can Better Manage Enquiries For Care Homes 35:39

4 years ago35:39

35:39

This episode of the Care Home PR And Marketing podcast features Fiona Hale, Managing Director of CoolCare , a leading care home management software provider. In this episode we reveal: What role digital technology plays in managing care home enquiries How software can help improve occupancy, efficiency and digital record-keeping of enquiries Who within care homes should use and access data The cost benefits of using digital technology to manage enquiries, particularly in comparison to paper-based systems How software helps record accurate information from any individual enquiry, including assessing KPIs How digital technology helps prioritize enquiry management, can schedule in dates to follow up on enquiries and records conversion rate of enquiry to resident How social media can help get PR messages to the public and prospective families Get Free Video On 7 Vital – And Proven – PR And Marketing Things You Must Do To Get More Enquiries And Fill Your Care Or Nursing Home Beds Faster…

Care Home PR And Marketing Masterclass Podcast

1
How Online Directories Can Get Your Care Operator More Enquiries 43:48

4 years ago43:48

43:48

This episode of the Care Home PR And Marketing podcast features Debbie Harris, founder of Autumna, an online care and advice directory of care services for the elderly In this episode we reveal: Why online information on care homes has become critical for self-funding families, particularly in light of the power of Google search How COVID has changed the way families choose care homes How to provide information to communicate the personality of your home, and what differentiates your home from others How some online directories rank care homes according to their marketing spend, whereas others rank according to location, service or price Why more than 5% of self-funding families are looking for a care home on a bus route Why many families search for homes on Saturday and Sundays, and even during the early hours of the morning Why families have the ability to directly compare one care home against another in vastly more detail Why Debbie encourages care providers to display their fees online Why too many care operators either fail to respond to enquiries at all or are late in responding, particularly to weekend enquiries Why if one resident is worth up to £250,000 in life-time revenue then it is worth getting coverage for enquiries during the weekend! Debbie reveals the staggering statistic that people answering enquiries fail to record a name or telephone number 75% of the time. “You've just lost your enquiry” says Debbie. Why tone of voice is vital for someone responding to an enquiry via the phone. Get Free Video On 7 Vital – And Proven – PR And Marketing Things You Must Do To Get More Enquiries And Fill Your Care Or Nursing Home Beds Faster…

Care Home PR And Marketing Masterclass Podcast

1
How To Promote Your Care Homes During The Covid Pandemic 28:07

4 years ago28:07

28:07

This episode of the Care Home PR And Marketing podcast features Derya Filiz, head of external communications at Anchor Hanover, which operates 114 care homes in the UK In this episode we reveal: How to promote your residential and nursing homes during a pandemic How to decide on which of your care stories are best to pitch to the media How to provide care home managers with media training and media and press release toolkits How to use social media, such as Facebook, Twitter and Tik Tok, to show families - when visits are not possible - your range of activities Get Free Video On 7 Vital – And Proven – PR And Marketing Things You Must Do To Get More Enquiries And Fill Your Care Or Nursing Home Beds Faster…

Care Home PR And Marketing Masterclass Podcast

1
How To Re-Brand Your Care Operator - And Embed A Clear Mission, Vision And Values 27:42

5 years ago27:42

27:42

This episode of the Care Home PR And Marketing podcast features Joanne Balmer, CEO of the care home group Oakland Care which consists of four luxury care homes in the south east, with other homes in construction. In this episode we examine: The process from beginning to end in setting a new and clear mission statement, vision and values How to re-brand, including the details and meaning of a new logo and colours associated with your operator. How to involve staff, including “roadshow consultations” when your leadership team hold events at your homes to familiarise themselves with your staff’s opinions and views, and conducting Facebook polls How to embed your mission, vision and values throughout all operations, including recruitment and hiring of staff How to know if your staff fully understand your mission, vision and values The role of PR and marketing, particularly promoting “good news” stories to the media Get Free Video On 7 Vital – And Proven – PR And Marketing Things You Must Do To Get More Enquiries And Fill Your Care Or Nursing Home Beds Faster…

Care Home PR And Marketing Masterclass Podcast

1
How To Construct Your Care Home Website Landing Pages So Families Actually Make An Enquiry! 26:59

5 years ago26:59

26:59

This episode of the Care Home PR And Marketing podcast features Tobi Alli-Usman of Smooth Digital. In this episode we delve into: * What you must do when a family gets to your website or landing page via adverts such as Google pay per click - and you want families to take an action to convert them into a resident. * What your online landing page from an advert should look like by using the correct text, video and images * Why you should convey the USP of your care homes, and show how during Covid residents are being kept safe * How to build ‘lead triggers’ into landing pages so families actually get in touch! * How, why, and when you should embed form submission boxes and options to download brochures. * Why ALL these lead triggers should be on 1 landing page. * How, by increasing the rate of a family member getting in touch, you're reducing your cost per inquiry. * Why for care and nursing homes you should be aiming for a 3% "click to lead" rate.…

Care Home PR And Marketing Masterclass Podcast

1
Why improving how you handle enquiries, particularly via the phone, will increase conversion rate of enquiry to resident at your care homes 29:45

5 years ago29:45

29:45

This episode features Simon Crowther of training and consultancy company Care Skilled . Simon also owned and sold 2 nursing homes. In this episode we delve into: How to best handle enquiries to your care and nursing homes, including who should answer the phone, how should the phone best be answered, and the key information enquiry-responders should gather Who should handle enquiries out of hours Why the person who receives enquiries MUST have training. The importance of a workflow to ensure the phone is answered correctly and professionally, and all relevant data is captured Why you should consider having a dedicated enquiry line, and using a virtual PA or virtual switchboards. How virtual switchboards can track exactly how many phone calls have been received, and what are the benefits of recording phone calls Why you HAVE to know your numbers, such as enquiries per month, and origin of enquiries, and conversion rate from enquiry to look around to resident. Why you must have a system to stay in touch with families who enquired, even if their family member is not ready quite yet to become a resident.…

Care Home PR And Marketing Masterclass Podcast

1
How Videos Can Best Promote Your Care Homes 31:42

5 years ago31:42

31:42

This episode of the Care Home PR And Marketing podcast features York Woodford-Smith of Five On A Bike Video which has filmed more than 50 interviews with residents of care homes, and more than hundred interviews with care home staff. Particularly featuring video tours of homes, and case study/testimonial videos. In this episode we cover: What makes a good resident case study video How putting a video on your care operator website will double time people spend on your site. How during Covid video can help communicate a message about your safety procedures. How to create a care home video tour, an emotive testimonial video, and a staff video. When to use your smartphone for video production, and when to turn to professional video production. What to be careful of (such as spinach in your teeth!) when producing video. How to use video for Facebook, and why you should caption your videos. How video on your care home Facebook page increases the number of people you reach, why you must capture people’s attention within the first seconds, and why you should remember to use Facebook pixels. How Facebook videos can double the click-through-rate to your care home website. How long should your videos be? 1 minute or 10 minutes?…

Care Home PR And Marketing Masterclass Podcast

1
Why Your Care Business Must Have A Fantastic Culture And Vision To Improve Recruitment And Retention, Care Quality And Occupancy 45:36

5 years ago45:36

45:36

This episode of the Care Home PR And Marketing podcast, features Simon Parker, founding partner of SP&P which helps clients build high-performance teams, to deliver outstanding care and to grow their care home business. Simon also runs the Care Home Show Simon discusses: What we mean by culture for care operators. Why it’s important to recognize the CQC scrutinizes culture in the “well-led” domain of its inspection framework. How a good culture improves recruitment and retention by minimising cost and time spent recruiting people and reducing attrition. How a good culture impacts care delivery, care quality, and CQC ratings How a good culture impacts occupancy and attracting self-funded residents. Why it’s vital to be clear on your care business’s vision and values Why you must embed culture into everything your team does Why fostering a good culture must come from the top Horror-story examples of when care operator cultures go wrong! The signs that demonstrate you’ve got a high-class team culture…

Care Home PR And Marketing Masterclass Podcast

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How - During Covid-19 - Promoting Your Care Homes Via Positive Press Coverage Has (Surprisingly) Never Been So Vital 18:47

5 years ago18:47

18:47

Adam James of Springup PR discusses: How - During Covid-19 - Promoting Your Care Homes Via Positive Press Coverage Has (Surprisingly) Never Been So Vital This episode looks at: * Exactly what kind of positive news stories during the Corona virus period your homes can - and should be - securing * Why (surprisingly) there are more opportunities now than ever before to communicate to prospective families that your homes are best equipped to protect residents, while also providing good quality care within the confines of Covid-19 - and so build up vital trust.…

Care Home PR And Marketing Masterclass Podcast

1
How Best – And Most Effectively – To Challenge CQC Reports On Your Care Operator 33:30

5 years ago33:30

33:30

This episode, featuring Paul Ridout of Ridouts Professional Services, which provides legal services exclusively to companies providing care and social care services, features: Why the CQC inspection report is a critical part of the profile and marketing image of a care provider. Why, if you want to challenge a CQC report, you must act fast – within 10 working days from getting the draft report Why every statement in the CQC report that you disagree with must be challenged. Don’t concentrate on what you’re going to do in the future – state where the report is wrong, and why Attach evidence for factual statements you make Be as detailed as possible. Paul has written factual accuracy responses running up to 100 pages What tone you should have when challenging a CQC report –this is a legal type submission because it may well become part of evidence in a tribunal case or a high court case judicial review. So the tone should be concise and courteous. Never, ever be abusive What happens after you submit your factual statement to the CQC and the CQC review your statements On what circumstances can – and should you - seek a judicial review. Yes, CQC decisions have been overturned this way. But a CQC report must be “seriously misleading” for this to happen. Examples of when CQC inspectors have “clearly gone wrong”. And why CQC inspectors “sometimes don't always see the full picture” or “have had a bad day” or are inexperienced. When providers should NOT take further action against the CQC.…

Care Home PR And Marketing Masterclass Podcast

1
How To Launch And Promote A Successful Nursing Home When You Have No Prior Experience 31:38

5 years ago31:38

31:38

Care Home PR And Marketing Masterclass Podcast

1
How To Resolve The 4 Biggest Care Home Recruitment Nightmares 36:33

5 years ago36:33

36:33

Care Home PR And Marketing Masterclass Podcast

1
How 1 care home Facebook post went viral reaching 14 million people, with 51,000 comments! 23:28

5 years ago23:28