Court House care home in Malvern, Worcestershire, was at 85% occupancy (48 beds occupied of 56) which meant the home, part of the Superior Care Midlands group, was leaking £12,650 per week in fees.
On the marketing side the home was doing occasional door drops, community events, e-newsletters to commissioners and families, and was securing local news coverage. There were significant competitors in the home’s catchment area.
The home estimated it was getting 6 enquiries per month, 0.5 of which were private.
A customised enquiry-generating landing page was 2000% more effective in generating enquiries
How we helped:
Together with the home we drew up a strategy to drive enquiries through a targeted digital marketing programme to get in front families showing intent of looking for care homes in Malvern via online search.
We also launched a customised enquiry-generating landing page specifically for Court House.
Within 6 months:
– Occupancy increased from 48 to 53 (95%) – with £299k forecasted annual revenue gain.
– The landing page was 2000% more effective in getting enquiries compared to the home’s page on the group’s website. (Ad spend per enquiry of £2762.62 verus £143.24)
– 82% (14 of all 17) enquiries via the website came from the digital marketing programme
– Superior Care Midlands decided to substitute the old Court House website page with the new customised landing page
Amrit Sumal
“The Springup team was really helpful and also very patient with us. Everything was impactful,” said Amrit Sumal, Managing Director of Superior Care Midlands.