Background
UPDATE: Broughton House Veteran Care Village has now reached 60 residents, with £1.3m forecasted revenue gain.
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Broughton House Veteran Care Village care home in Salford was urgently wanting to increase enquiries and admissions, and so approached Springup PR.
Broughton House, with an excellent reputation and quality of care, has a capacity of 65, and occupancy was at 35.
But aside from having online directory listings, the home had never previously pursued digital marketing initiatives to attract more enquiries.
The home, a charity and care home for those who have served their country and their families, was averaging 10 enquiries a month from self-funding families.
Plus the home had intense competition from other homes in the area, and wanted to move away from an over-reliance on local authority referrals,
After a Diagnostics, Springup PR and Broughton House, decided to embark on a 4-pronged digital marketing campaign consisting of:
i) Google Pay Per Click Ad campaigns to drive traffic to website from families proactively searching for care home and related care/dementia services in and around Broughton’s catchment areas, and to increase inbound telephone enquiries and “live chats”.
ii) Dozens of different Facebook Ads – and rigorous follow up via phone and email of leads gains to qualify prospective families.
iii) Highly visible website Live Chat. Increasingly many families who make enquiries find it quicker and easier to make that first initial enquiry via Live Chat. And a good Live Chat system will have a real-person responding to admission-related enquiries there and then. Real-time real-person live chat enables you as a care provider to reply hyper fast and efficiently. This can help significantly with enquiry uplift.
iv) Systematic recording of all in-coming telephone calls. A GDPR-compliant system of recording calls will enable you to track the source of all telephone enquiries, whether that by via Google Ads, organic search, Facebook, or from an online directory such as Google Pay Per Click Ads.
The digital marketing campaign’s focus was on self-funding families and wider military families in Greater Manchester and Salford catchment areas.
Broughton House also has a quick-response customer relationship team, and ongoing positive media exposure and PR.
What were the results over 6 months?
* Enquiries:
Increased > 300%
Month 1 – 32; Month 2 – 25; Month 3 – 25; Month 4 – 26; Month 5 – 28; Month 5 – 28; Month 6 – 30
* Occupancy:
– occupancy increased 47% from 35 to 50
– prospective annual revenue gain = £900,000
– healthy pipeline of future potential admissions
Admissions via Facebook
– 4
Admissions via Google
– 12
Ad Spend To Acquire New Resident
– £778
What did Broughton House think?
“We have never had so many enquiries, and Springup PR’s campaign has been a real success, and an entirely positive experience,” said Broughton House Veteran Care Village’s CEO Karen Miller.
“We just would not have got to where we needed to without their support.
What’s more, their team has made it as resource-light for us as possible.
We would definitely recommend Springup PR to other care providers who want to use a digital marketing strategy to get more enquiries.”
Helpful Resources:
* Video – 12 Google Ad Metrics Care Homes Must Know To Get More Enquiries
* Video – What’s the difference between Google And Facebook Ads?
* Video – How Facebook will get your care home leads in 6 hours