How Exactly 1 Care Home Got 24% Of Admissions In 12 Months Via Digital Marketing! - Care Home Marketing And PR

Fairgate (not its real name) is a 64-bed residential home.

It had 32 competitor care homes in its catchment area, and wanted to secure more self-funding residents by moving away from an over reliance on local authority referrals.

Historically the home had been getting enquiries from referrals, online directories, “word-of-mouth”, Google organic searches, website visits, open day and ongoing PR and positive press coverage.

In Jan 2023 the home’s occupancy was 55% (35/64).

This video (a recording from a webinar) reveals how – with Springup PR as its partner – the care home launched a digital marketing strategy, including Google Pay Per Click ads and Facebook ads to reach 82% occupancy (53/64) by January 2024.

Via “enhanced tracking” the home attributed 58 (23%) of its 12-month 250 enquiries to digital marketing, and 8 (24%) of 34 admissions to digital marketing.

The home forecasted a £912,000 uplift in annual fees

The cost per certified enquiry via Google Ads was £259, and the cost per qualified lead via Facebook Ads was £124.

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Adam James2025-06-10T18:56:48+00:00June 10, 2025|

"Eighteen months ago we took what may be considered a strange and dangerous decision, we got rid of our in house sales and marketing experts deciding to outsource all of our marketing and manage bed sales clinically. We chose to work with Adam James and Spring Up PR and have seen our marketing targets that had previously been missed not only met but surpassed by some distance, our occupancy figures have improved to the point where our hardest task now is managing the high number of referrals and waiting lists for new admissions. Huge savings and increased income, while increasing our company profile in the best possible way. All thanks to Spring Up, Adam and his team, I would strongly recommend speaking with them"

"We’ve added £500K to annual turnover since joining with Springup PR – the KPIs have been absolutely fantastic.

“We increased occupancy to 95% and 99% respectively within 2 months. This has continued. We’re now looking to increase further the proportion of private pay residents.

“When we first approached Springup PR we faced a huge loss in turnover. But in relation to what we’ve achieved the monthly costs are negligible.

“Now when we are have a bed we can have 3 people waiting for it. It’s put the power back into our court.

“As a care provider we’re now viable and future proof. We always say we have that we have to look after the numbers to look after our residents.

“Moreover, working with Springup PR has been an absolute pleasure because they share our values.

“We are in the people business, and Springup PR is as well. As a family business it’s so important to us that our partners share our values.

“We’d highly recommend Springup PR to other care home providers.”

Liam Geach, financial director at English Oak Care Homes

By Adam James

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