Gold Care Homes

Partner Overview

Gold Care Homes operates a commendable portfolio of 28 residential, nursing and dementia homes across London, the South of England and East Midlands.

Founded in 1999 by two pharmacist brothers Ravi and Sukhi Gidar, Gold Care Homes have set out on an ambitious 5 year growth strategy, increasing the size of the portfolio through acquisition and build. The delivery of this strategy relies upon a good level of occupancy across the existing homes.

Retaining a high level of occupancy ensures profitability which allows for investments in infrastructure, facilities & staff. All of which are critical for the implementation of their 5 year growth plan.

Challenges

Gold Care were aware that the number of new care enquiries being recorded by their homes fell below the industry average. Through the implementation of a new CRM system, CareHQ, they were able to benchmark their homes against the wider sector for enquiry volumes.

The CRM also showed that the number of enquiries being received by email significantly outnumbered those recorded as coming via the telephone. The sales team at Gold knew through their experience that this didn’t stack up, either their enquiry calls were not being recorded or worse still the phone wasn’t being answered.

Gold Care partnered up with TrustedCare Pro to provide contact center support 7 days a week across 10 of their homes, taking both telephone calls and email enquiries that the homes received from all marketing channels.

The TrustedCare team were made responsible for ensuring the phone was answered promptly and professionally, providing customer service support to the enquirer, qualifying each enquiry and booking home visits where possible. The team then worked with the management team at each home to arrange assessments and help to facilitate a placement.

Where a care seeker decided to go with another care home the TrustedCare team ascertained the feedback that drove their decision.

What was achieved

The initial pilot run for 3 months and the following results were achieved:

• 20% more enquiries captured per home
• 70% more home visits from care seekers
• 86% of feedback gathered from visiting families
• 30% more care assessments completed
• 20% increase in admissions
• 6% increase in overall conversion rate
• 96% of all enquiries recording a marketing channel and source
• Improved overall customer experience