Why local reputation is your most powerful marketing tool.

The chart above details the top 10 referral channels stated by care-seeker’s when asked ‘how did you hear about us?’ Highlighted within the table are channels which can arguably be grouped into the referral category ‘local reputation/recommendation’. These 6 channels account for 47.5% of all referrals into care services which is greater than any other referral channel.

Top 10 referral channels:

1.    Google Search / Google Business 27.8%

Over 25% of new care enquirers stated that they found information on the service via Google. Google is the search engine of choice for nearly every modern day query, it appears this includes searching for care services.

Maintaining your Google Business listing & actively seeking Google reviews is good practice. This stat shows that people are clearly taking the time to review your listing & to give you a call.

2.   Home Known Locally, 21.7%

Nearly 22% of care-seekers advised they know of the home due to living locally. Meaning the placement of signage is important so everyone driving near to your service is 100% clear on the type of service you are operating i.e. care home/nursing home.

There are many ways in which homes can play an active role in their local community. Whether it be hosting coffee mornings, inviting local schools/choirs to perform or attending events in the community to name but a few ideas.

3.   Recommended by friend/family of resident, 17%

There are many ways in which homes can play an active role in their local community. Whether it be hosting coffee mornings, inviting local schools/choirs to perform or attending events in the community to name but a few ideas.

There are many ways in which homes can play an active role in their local community. Whether it be hosting coffee mornings, inviting local schools/choirs to perform or attending events in the community to name but a few ideas

4.    Provider's website, 6.7%

Your website is your shop window, where you can share images & convey important information about your service. Although only 6.7% of enquirers stated they know of your service through your website it is likely that over 50% of enquiries have been online & looked at the information you share through your website.

5.    Care services directories, 5.8%

Nearly 6% of care-seekers stated that they found out about the care service through a care directory. Care directories often rank well for “care home in <location>’ searches so can be a useful tool for generating enquiries.

6.    Social Worker referral, 4.4%

The number of Social Worker referrals to a service relies heavily on 2 factors. Firstly, if your service accepts local authority (LA) referrals & if so, whether you currently have any vacancies for these types of referrals. If your service does accept LA referrals then ensuring you are updating social services about your availability to support is an important administrative task.

7.    Local recommendation, 2.6%

The number of Social Worker referrals to a service relies heavily on 2 factors. Firstly, if your service accepts local authority (LA) referrals & if so, whether you currently have any vacancies for these types of referrals. If your service does accept LA referrals then ensuring you are updating social services about your availability to support is an important administrative task.

8.   Recommended by current/previous staff, 2.2%

Care providers are a source of employment within the community, so it makes sense that the people you employ are also sharing information about your services with their friends, family and acquaintances!

9.   Recommended by healthcare professionals, 2.1%

Similarly, care providers have lots of interactions with visiting healthcare professionals who are also a valuable source of referrals to your business.

10. Recommended by other local care service, 1.9%

Just under 2% of referrals come from other local care services. This could be similar care services with no availability or suitability to support. Or different service types i.e. home care services referring to residential care for a client whose care needs can no longer be supported at home.

In total there were 25 referral channels given by care-seekers but the top 10 make up over 90% of all referrals to care services in the past 6 months.

For further insights, or to find out more about our data and what do do, please contact: hello@trustedcare.co.uk.