The Number 1 influencing factor when choosing a Care Home?

In our research, we discovered that 42% of individuals seeking a care home are mainly looking for those in the best location, whether that be to family or friends.  Although impossible to change the location of your care home, capturing the location (address) of the care-seeker at the point of enquiry will allow you to analyse where your enquiries are coming from & more importantly where your enquiries that convert to residents are coming from. Allowing your marketing team to then make informed decisions about where is best to market your services.

We found that 18% of people stated that their main deal breaker when looking into care, is the price of the care home. The cost of living is having a direct impact on care homes as well as the seekers, therefore decreasing the weekly fees may not be an option. However, offering deals such as a 3 weeks for the price of 2 on a respite stay could increase the number of new referrals seen.

The survey also discovered that 13% of the respondents indicated that the speed of admission would impact their decision in choosing a care home for their relative. This is likely coming from cases where they are looking into urgent or immediate care for a loved one. Although the speed of an admission also depends on availability, the process for admission can be quick. The time frame from initial assessment to admission depends on factors such as, how quickly the room is ready, the speed of putting into place the care plan, and arranging financial agreements. Ensuring that these factors are all done efficiently will decrease the admission time and securing faster placements.

Our research concluded that 12% of people advised that their main deal breaker when looking into a care home, was the CQC rating when last inspected. Whilst a disappointing CQC rating cannot be changed there and then, having an action plan in place can provide prospective residents with more information. Advising care-seekers of what you are doing to improve and the changes you are putting in place to better the CQC rating on the next review, will show how you will be improving.

For 4% of people looking into a care home, were mainly looking for homes that would have the ability to cater to the needs of the service user. On the initial call it is crucial to find out the needs of the care seeker, before inviting them in to view the home. In doing this, you are able to advise the care-seeker on whether or not you are able to support and meet the needs, and the reasons why. Marketing teams should also be able to use this information to clearly advertise the needs that your home are able to support and are registered for.