Translating enquiries into placements

Posted on November 1st, by editor in Caring Times. No Comments

Jacki Scuffle discusses how to market effectively and suggests quality auditing as a valuable tool for promoting residential care and nursing homes. The response to the article “Turning quality into success” (CT, June 1999) demonstrates that many care home owners recognise the need to market their business, but there is still confusion about how to conduct a successful marketing campaign. Our experience shows that most independent operators are not allocating a specific budget or time for marketing their homes. “When my home is full I don’t need to market and when it isn’t I can’t afford to.” This is a familiar response to marketing, one which can threaten the continuing success of a business. When things are going well it is easy to be complacent and not to think about the future but, even in the good times, there is always room for improvement. A successful business can always improve its overall profitability, and the care home sector knows better than many industries how quickly things can change. We all

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