The care home sector faces unique marketing challenges in today’s competitive landscape. With an aging population and increasing demand for quality care, attracting residents and maintaining high occupancy rates is crucial. Bmtimes recently spoke with Lottie Neil, Marketing Specialist at CareBatch care home marketing, a marketing agency specializing in helping care homes thrive, to gain insights into the latest strategies and trends.
Care home marketing, what to know
Bmtimes: Lottie, thank you for joining us. To start, what are the biggest marketing challenges you see care homes facing right now?
Lottie Neil: Thanks for having me. The biggest challenge is definitely standing out in a crowded market. Many care homes rely on outdated marketing tactics. They struggle to reach the right audience online, build trust with potential residents and their families, and effectively communicate their unique value proposition. Another challenge is managing their online reputation. Negative reviews can significantly impact occupancy rates, so it’s crucial to have a proactive strategy for monitoring and responding to feedback.
Bmtimes: What are some of the most effective marketing strategies that CareBatch uses to help care homes fill their rooms?
Lottie Neil: We take a multi-faceted approach. First, we focus on building a strong online presence. This includes optimizing their website for search engines, creating engaging content that addresses the needs of potential residents and their families, and leveraging social media to build brand awareness. PPC is a huge tool for us, meaning Google Ads. We can target very specific areas and promote service offerings. I work with a dementia specialist home, Eldercroft, and we’ve started to optimise for AI Overview content, which is a brand new type of search that Google has brought out, utilising Ai.
We also emphasise the importance of virtual tours. In today’s digital age, people want to see what a care home is like before they visit in person. High-quality virtual tours can be a game-changer.
Finally, we help care homes manage their online reputation. We monitor online reviews, respond to feedback, and encourage satisfied residents and families to leave positive reviews.
Bmtimes: How has the marketing landscape for care homes changed in the last few years, and what trends do you see emerging in 2025?
Lottie Neil: The biggest change has been the shift to digital marketing. More and more people are using the internet to research care options for themselves or their loved ones. This means that care homes need to have a strong online presence to be competitive.
In 2025, I see a few key trends emerging:
- Personalized Marketing: Care homes will need to tailor their marketing messages to the specific needs and interests of their target audience.
- Data-Driven Marketing: Care homes will need to use data to track the effectiveness of their marketing campaigns and make informed decisions about where to invest their resources.
- Focus on the Resident Experience: Care homes will need to showcase the positive experiences of their residents to attract new residents.
- Emphasis on Transparency: Families are looking for transparency. Showcasing daily life, activities, and care practices builds trust.
Bmtimes: What role does content marketing play in attracting residents to care homes? What kind of content works best?
Lottie Neil: Content marketing is essential. It’s about providing valuable information to potential residents and their families, building trust, and establishing the care home as a thought leader in the industry.
The most effective content includes:
- Blog posts: Addressing common questions and concerns about care homes.
- Case studies: Showcasing successful resident stories.
- Videos: Virtual tours, interviews with residents and staff, and educational content.
- Ebooks and whitepapers: In-depth guides on specific topics related to care.
Bmtimes: What advice would you give to a care home manager who is struggling to fill their rooms?
Lottie Neil: My advice would be to:
- Invest in a professional website: Make sure your website is visually appealing, mobile-friendly, and easy to navigate.
- Optimize your website for search engines: Use relevant keywords to attract potential residents and their families.
- Create engaging content: Provide valuable information that addresses the needs of your target audience.
- Manage your online reputation: Monitor online reviews and respond to feedback.
- Consider working with a marketing agency: A marketing agency can help you develop and implement a comprehensive marketing strategy.
Bmtimes: What are some common mistakes you see care homes making in their marketing efforts?
Lottie Neil: Some common mistakes include:
- Not having a clear target audience: Trying to appeal to everyone is a recipe for disaster.
- Using outdated marketing tactics: Relying on print advertising and word-of-mouth alone is no longer enough.
- Not tracking their results: If you’re not tracking your results, you don’t know what’s working and what’s not.
- Ignoring their online reputation: Negative reviews can significantly impact occupancy rates.
- Not investing in professional marketing support: Marketing is a complex field, and it’s often best to leave it to the experts.
Bmtimes: Finally, what’s the most rewarding part of your job at CareBatch?
Lottie Neil: The most rewarding part is seeing the positive impact we have on the lives of residents and their families. When we help a care home fill its rooms, we’re not just helping the business succeed, we’re also helping people find a safe and comfortable place to live. Knowing that we’re making a difference in people’s lives is incredibly fulfilling.
Bmtimes: Lottie, thank you for sharing your insights with us.
Lottie Neil: Thank you for having me.
