The CQC list of care homes in the UK is very comprehensive and well put-together but, for marketing purposes, it unfortunately does not include much of the information you need to carry out successful promotional campaigns.
If you sell to care homes, residential homes, or nursing, we’re pleased to have the opportunity to introduce you to our comprehensive, marketing-focused list of care homes in the UK.
Our experience in marketing to care homes for clients
The care home sector is a huge market worth £16.5bn a year – the country spends £1 of every £100 it earns on private care of the elderly and sick.
However, the care home sector has very high barriers to entry and very high fixed costs.
Nearly all care home owners and managers look to new suppliers for lower prices so that they can increase their wafer-thin profit margins but how do you get in touch with them?
I’m Lyndsey Armstrong – I have worked with the More Than Words’ directors for over 5 years now here and at previous companies.
I spent the earlier part of my career in the care homes sector working for both independents and group companies.
I eventually rose to management however, following the birth of my children, I decided to leave the sector and learn everything about sales and marketing I could.
Within More Than Words, I am responsible for providing marketing services (particularly telemarketing) to care homes on behalf of our clients.
My knowledge of the sector and the fact that I have many contacts in the industry means that the insight I provide into your campaigns is both relevant and effective.
We’ve run campaigns into the care home sector for companies in the following sectors:
- patient care (personal hygiene & catering equipment),
- infection control,
- continence care,
- dementia care,
- cleaning chemicals,
- medical consumables,
- furniture and equipment,
- care home software,
- and many more.
In this article, I share with you:
- details on our list of care homes in the UK and associated support packages,
- counts for nursing homes, residential homes, and care homes across the UK
- insight into why the care home sector needs new suppliers to help them increase often wafer-thin net profit margins,
- real-world feedback on who should you target for marketing within care homes,
- information on the different ways of marketing to care homes,
- a summary of the advantages of telemarketing to care home suppliers, and
- contact details so that you can order your marketing list of care homes in the UK.
The three main advantages of working with our marketing list of care homes in the UK
The UK care homes marketing service from More Than Words incorporates:
1. Care home data and information
- a comprehensive care home database free of duplicates and regularly updated (incorporating a residential homes database and nursing home database)
- a care home email list (care home email addresses for either the owner or the manager)
- a nursing home email list (including nursing home email address for either the owner or the manager)
- multiple fields included per entry – please see below for more information
- use the data for 12 months
2. Email marketing design and three email broadcasts carried out for you with full follow-up reporting
- email design – our copywriters and designers will create a persuasive, attractive, engaging, and compelling email design for your company.
- three email broadcasts – we will send your email marketing campaign via our trusted servers to the organisations you specify on our database for nursing homes, care homes, and residential homes.
- full reporting on each email campaign – three days after each send, we’ll email you a spreadsheet showing which care homes opened and clicked through to your website (and the number of times they did so).
3. After-sales support services
- free technical support – our in-house data technicians will help you use the data you purchase even if you have little or no technical experience
- free advertising support – your account manager, the design team, and the copy writing team will review any advert you want to send to care homes during the year.
On each record on our list of care homes in the UK
For each of the records of the UK care homes database, we include the following fields:
- 21,437 nursing homes, residential care homes, and rest & retirement homes
- 9,480 care home emails (including nursing home emails and residential home emails)
- 21,003 contact names
- job title for the contact (usually the care homeowner or manager)
- email address for the contact
- address including town, county, and postcode
- telephone number
- number of employees
- company registration number (and incorporation date)
- turnover band
- company net worth
- profitable or loss-making
- profit percent change
- sales volume increase or decrease
- premise type description
- branch count
Not every field is populated for each care home.
On some fields, there may be very little information across the entire data set. If you are particularly interested in one or more of the above fields, please contact us and we’ll run a count for you.
The care home market in the UK and why they need to cut costs
For the last 40 years, the care market has grown exponentially offering fantastic returns of up to 30% net profit for owners and 16% for investors. However, the sector seems to be heading however for a perfect storm.
Once an owner has overcome the significant financial and operational hurdles needed to set up a care home, they’ve found the right staff and they’ve marketed their rooms to potential residents, they also have to contend with:
- a growing body of legislation across the countries of the UK promoting independent living,
- lowering fees from local authorities (which constitute the vast majority of their revenues),
- the proliferation in the number of homes creating a glut of empty spaces,
- above-inflation wage increases (driven by NMW and NLW legislation) pushing up fixed costs, and
- increasing non-domestic revenues.
For companies looking to establish themselves in the sector, now is an opportune time to find new clients.
Care homes need to make savings now with a view to restructuring their businesses to have lower fixed costs without compromising the quality of their services and care to residents.
A £15.9bn sector with 21,000 homes chasing residents in an oversupplied market
The marketplace for care and nursing homes is currently worth around £15.9bn each and every year. The money is spent on providing care for 410,000 older people living in residential and nursing homes across the UK.
There is, however, an oversupply. There is enough capacity for 477,000 older people in care at the moment, meaning that, on average, two thirds of homes have vacancies.
The oversupply has cost the sector £1,200,000,000 and staffing costs are rising rapidly through a combination of increasing minimum wages and national shortages of certain types of nurses and carers.
These shortages mean that operators now have to look abroad for reliable members of staff with all the associated immigration and resettlement costs to tempt the employee over. This task may be made more difficult with the introduction of new immigration rules following the UK’s departure from the European Union.
Nursing recruitment companies are profiting greatly to cover staff shortages, short- and long-term, in a sector with higher-than-average absenteeism.
Starting and expanding care and nursing homes is an expensive business. Initial capital is generally around £45,000 per bedroom – a 20-room increase on an existing facility will cost around £900,000-£1,000,000.
Care homes are expanding to increase capacity and maximise revenue
Despite the overcapacity, homes are continuing to get bigger to survive against rising statutory care requirements and residents more dependent than ever before.
There has been a growing trend over the last twenty years to expand existing homes and to make new-build homes large enough to cope with many dozens of residents. This increased capital expenditure leads to higher annual debt servicing costs putting further pressure on cashflow.
The cost of running a home is related to its size and homes can become more profitable by caring for more residents in the same location. As the price of caring per individual increases, the only way to produce any decent return on investment is to add more rooms and facilities.
The average age of a resident is now 84 years old. 75% of all care home residents are severely disabled. The challenge to homes and their staff are significant, and there’s one thing they all keep budget aside for…
…imposition of higher standards and the Quality Care Commission.
Care and nursing homes are subject to multiple potential interventions by public sector bodies including local authorities and the Quality Care Commission.
As more and more of the sector has passed into private hands (even if a lot of the funding comes from the state), the number of government bodies which oversee their activities has increased. And so has the amount of oversight each of those bodies carries out.
They are inspected rigorously on a regular basis by a variety of different officers representing different government organisations each looking for compliance and excellence in their particular areas of specialty. Inspections can last for minutes or hours – inspections can be announced or unannounced.
The viability of a private sector care home can even be put into jeopardy with the current ratings and classifications system implemented by the Quality Care Commission. A poor rating may even make an established care or nursing home commercially unviable.
They’re competing in crowded local markets
According to the Government, there are 12 care homes within a three-mile radius of an average postcode and 26 within a five-mile radius.
Most residents choose their home down to location because they want to be near family and friends. The competition between care homes is intense and that competition for residents means that further money has to be invested in facilities to provide the justification needed to choose one home over another.
As a businessperson yourself reading this, in the face of…
- increasing compliance costs,
- massive start-up and ongoing capital investment,
- intense competition,
- active inspectors and oversight bodies,
- a significant body of rules & regulations,
- skills shortage,
- wage increases,
- falling state payments and
- the UK government wanting to increase independent living
…you might be asking yourself why so many entrepreneurs choose to take the risk of opening care homes.
The answer is that once settled into a home, very few residents choose to move and the average resident stays for 2 years. 2 years of guaranteed repeat income.
With our list of care homes in the UK, you can contact and market to this dynamic marketplace offering them products and services which:
- increase revenues and profitability through cost saving and
- reduce the number of empty rooms within individual homes
But who would you target in a care home to send your marketing and sales messages to?
How to sell to decision makers using our list of care homes in the UK
First, what do care home owners and managers want to hear?
When marketing to care homes, any promotional material you send them must instantly and clearly communicate one of the following four benefits:
- reduction in fixed and operating costs
- ability to expand capacity and enhance provision comfortably within cash flow
- how to attract more residents (either direct to potential residents themselves, to their families, or to local authorities and health organisations)
- how to achieve regulatory compliance more easily and cheaply (particularly effective if new legislation is forthcoming)
Second, who do you target?
For standalone care homes and for smaller chains of homes (ten or less), the care home manager or owner should be targeted for products or services which are lower-value, frequently-recurring, or require little or no regulatory or medical compliance.
Many residential homes are run by caring entrepreneurs who know little about the more technical aspects of running a home but who are committed to the sector and its improvement. In homes like these, the owner is more likely to ask the opinion of the care home manager and then sign an order off.
For larger care home groups, care home managers may have a wide degree of independence on purchasing subject to certain products or services being centrally organised. In many cases, care homes within groups that you contact will direct you to a decision-maker at HQ.
Additional benefits of using our marketing list of care homes in the UK
In addition to the UK care homes database we provide you with, we’ll also compose one email design for you. We’ll showcase your product or service making clear to the recipients which one (or more) of the four key concerns listed above you’re able to help them with.
More Than Words is a sales-orientated content production company – our role in our clients’ businesses is to create content for them which provides enough information for recipients to stop and look again. Email marketing is a very immediate medium and, using a combination of a compelling subject line and a strong headline in the body copy of the email, you can divert recipient attentions away from what they’re doing now to what you want them to think about.
Stopping and looking again is important. In addition to designing your email, we’ll also carry out your first three email marketing campaigns to care homes.
Three days after the campaign has been delivered, we’ll send you a report showing you how each recipient interacted with your email. We’ll show you how many times each recipient’s opened your email and clicked through to your website. You should prioritise contacting the care homes which open and clickthrough the most.
From a copywriting point of view, our job is to be able to sum up your core offer in around 10 seconds and then encourage the recipients to get in touch with you or visit your website.
From a design perspective, we are able to follow any branding guidelines you give us. However, for speed of loading and to help your emails work better with any filters used by care homes, our design style is minimalist and elegant. Your email will display correctly on any device it’s opened on – desktop, laptop, tablet, or smartphone.
You’re able to use the data for 12 months after the date of purchase. If you have not used a marketing database before or if you think that you’ll need help to get the most out of your care homes database, we offer free technical support for the first 12 months after purchase. All you have to do is email or call our team – if we can’t help you there and then, we’ll let you know when we think we can (it’s unusual for any wait to be more than three hours).
Once you become a customer, you have the full support of your account manager, our designers, our copy writers, and our campaign planners. If you want us to look at any marketing material you produce for feedback, please do send it over and we’ll aim to get back to you with our thoughts within one working day.
We encourage all of our clients to be proactive – we want you to use the database and we want you to make the greatest possible return from your investment in us and the sector.
Have you considered telemarketing to care homes?
Although not offered as part of our UK Care Homes Database, you may wish to speak with us when you call about an additional outsourced telemarketing campaign to the care home sector.
We will contact care home owners, managers, and procurement heads within groups with the aim of starting a personal relationship between these important decision-makers and your company. We can generate leads on your behalf or book appointments. We can ask about their current supply arrangements (or ask any questions you want us to ask) so that you can more personalise your marketing campaign to them.
Ordering our list of care homes in the UK
The UK care homes sector offers suppliers of goods and services a genuine opportunity to win brand new customers and, over time, build up a substantial revenue stream from existing and returning clients.
Our aim for your company is that your campaign, managed by Lyndsey Armstrong and the in-house designers, copywriters, and planners here at More Than Words, will further establish your company as a trusted and valued supplier of value to the sector.
To speak to us about our UK care homes database, please call us on 0330 010 8300 or click here to email us and ask us how we can work with you marketing your products to care homes.