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- Changing the outdated perception of care by building trust and helping people on their care journey.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.