During this process, I researched a lot about the nursing homes I was designing for and the overall market. From my research I emailed a suggestion to the care manager and the care home owners, of how they could improve their product. (The content of the email is on the following page.) It was discussing the comparisons between their product and others in the market. Their care homes lack in quality online marketing. They rely their main advertising from review sites. I proposed how they could improve on this, by giving examples of successful care home websites that clearly represent their strengths and provide them with a stronger sense of legitimacy and quality assurance. From this email I received a paid opportunity to design their websites and create an online presence for their care homes. Of course this will take some time and I was given the briefs short notice so will not be able to submit them with extended practice. However it just goes to show how useful building relationships and offering your own individual insights can be to your career.
EMAIL TO THE MANAGER AND OWNERS OF RICHMOND CARE HOME
Hi,
I was looking at other nursing homes and how they advertise their product. It’s much more informed and clear what they do and has a professional look about them. They are clear about all they do, there is an element of trust that is shown just through their website. It sells to you that you will be cared for and looked after.
https://www.kingsleyhealthcare.co.uk/downloads/kingsley-wings-approach.pdf
Dementia Care & WINGS - Kingsley Healthcare www.kingsleyhealthcare.co.uk
I’ve noticed Richmond Hall and Havencroft do not have websites, they are advertised on alternative websites based on reviews. Sites like this https://www.carehome.co.uk/carehome.cfm/searchazref/20002506RICB are where people who have no knowledge of the home can gain information on sites like this one but it is not exactly marketing it well. This is a care home website example
https://www.averyhealthcare.co.uk/care-homes/west-yorkshire/leeds/grove-park/
The difference between having a professional website is you can clearly advertise your strengths, what you offer the patients. Looking at Avery Health Care they do the following things well: Photos and videos of the location and it’s patients. It shows their positive CQC rating. Markets all the services it offers its patients clearly for example: cafe, housekeepers, activities and games etc. It also displays the awards they have won as a care home. It displays their positive reviews on the site. It also displays an ongoing social media presence of what they are doing with their patients in terms of activities and trips they take. Having all this displayed on their website with a constant feed, displayed professionally provides the idea of legitimacy and quality assurance. What Avery Health also do well is market this idea of a community through their online presence. This is just an idea I have had. I don’t know how much a website benefits advertising nursing homes, but there is a clear gap shown in the way Richmond hall and Havencroft are advertised in relation to the top end nursing homes. Richmond and Havencroft might actually offer the same services and quality in their service, it’s just not as clearly represented as it could be to someone looking for a home for their parents.
Kind Regards,
Roshan
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