We sat down with Dan Morris, MD at Arrive Digital Marketing, to talk about their recent projects in the care home sector and the marketing opportunities across the industry…
Tell us about the background to Arrive Digital Marketing – when was the company launched, by whom, and how did you find yourselves focusing on the care sector?
Arrive was established in 2014 by myself and a good friend, Scott, our Client Services Director, who used to head-up the marketing department of a luxury care provider. And that’s where the care sector focus came from really; Scott had been working in Sales and Marketing within the sector for a number of years, whilst I had been providing design and digital services to a number of operators.
Who are your key clients in the sector?
We have long-standing relationships with the likes of Majesticare and Hallmark Care Homes, as well several smaller groups and single homes. But all our clients are key to us. Small or big; they all receive the same level of expertise and attention.
Tell us about one of your recent projects (case study)
We have lots of exciting projects ongoing for bigger operators, but one recent body of work which stands out is a triumphant respite campaign for a single care home. After an initial piece of research around the user journey for short-term care, we developed and executed a comprehensive digital strategy which has so far generated 50+ enquiries from the first 6 weeks of activity, with over 20% converting to paying customers.
What do you consider to be Arrive Digital Marketing’s USPs?
We have an amazing mix of experience in the team. From in-house care marketing, to our Google-certified digital experts, and creatives who have spent years at top London agencies.
We also have insight that’s unique to us, which gives us complete comprehension of the journey of those seeking care for a loved one, and those looking for jobs in care; how and where does the journey begin? What do they search for online? What exactly are they looking for in a care home? What are the triggers that will encourage them to enquire and convert? Understanding this ‘journey into care’ helps us craft clear, strategic campaigns that get results.
We’re also just really easy to work with! The whole team has worked agency-side at some point in their career, and so we all understand the frustrations that can sometimes occur when working with an agency.
What are the biggest challenges facing the care sector from a marketing perspective?
Changing behaviors and competition are two key challenges. The journey of those looking for care has changed significantly, with traditional advertising methods, particularly print, no longer proving effective. With the switch to more a digital-focused strategy comes more competition, with several homes competing for the same target audience within the same location.
What do you consider to be the most effective forms of marketing in the care sector?
Google AdWords plays a huge part in driving quality enquiries for our clients. Facebook Advertising is becoming increasingly effective, too.
What is the biggest priority for the care industry in 2018?
Beyond filling beds, recruiting, and in particular, keeping hold of talent continues to be a priority for most operators.