Nurturing trust in the care home industry

For residents and their families, the care home industry is responsible for one of the most crucial jobs – caring for the resident. At such an important stage in life, residents are in need of the utmost professionalism and nurturing care, and they, along with their families, will be highly cautious as to which care home they entrust this responsibility.

Therefore, in order to increase the number of residents who choose your care home, you need to ensure a strong level of trust with every potential resident and their families, so that the residents are assured of your expertise, and the families have every confidence in your ability to provide superior care for their loved ones.

The key to nurturing this trust is through effectively devised marketing strategies that have been created using expert tools of analysis. One particular tool often used to achieve the best results is call tracking software.

In this article, you’ll find out how marketing can be used to nurture trust in the care home industry, and how tools such as call tracking can aid this.

To find out more on the variety of features offered by call tracking software visit: https://www.mediahawk.co.uk/.

How can marketing nurture trust in the care home industry?

• Strategies tailored to resident needs

Marketing can build trust in the care home industry, through your ability to provide unique marketing touchpoints, targeting the specific needs of your potential residents.

One of the best ways to build trust is to show residents and their families that you’re clearly offering everything they’re wanting in a care home. But you first need to know what it is they want, and this is done through call tracking.

Call tracking can establish an entire customer journey map, showing every touchpoint residents engaged with before a call, during, and after it. This will help you see the areas of your business they interacted with most, showing the main aspects of your business that interest them.

On top of this entire journey map, call tracking’s speech analytics will identify any important keywords mentioned in a call, and log them for evaluation. This can help you identify any main queries brought up in the call, as well as revealing what the purpose of the call was and what they needed.

With this data, you can ensure that every marketing strategy is addressing these prime needs, discovered in the analysis. If the need, for instance, is for highly-trained staff, you can display at the forefront, the highly-qualified staff that your care home offers, in every marketing touchpoint.

This will mean all the potential residents who share these main needs, will clearly see your ability to meet them, and develop a strong trust in your care home’s quality and professionalism.

• Presenting core care home values

Marketing can also be used to build trust in your care home, through the ways you present your core values to every potential resident and their families.

Since care homes carry a vital responsibility, residents and their families will need to know that your care home is founded on excellent core values that align with theirs – henceforth producing an optimal resident relationship.

Once again, the use of speech analytics and customer journey mapping, will establish the key things that customers are looking for in your care home.

For example, you may find you’re picking up multiple keywords surrounding things like ‘kindness’ and ‘friendliness’, which will reveal that residents are keen to find a care home with a kind, nurturing environment.

In response, you can ensure you’re investing in marketing strategies that boast of your care home’s welcoming environment, and how at the heart of your care home are the patient, nurturing, friendly staff.

Consequently, residents and their families will see the strong values that your care home has, and will trust you to uphold them throughout the resident’s stay.

• Customer reviews

Customer reviews are a key component to include in your marketing strategies, as they enable potential residents and their families to hear first-hand testimonies of your care home’s quality services.

Often, residents and their families will be influenced by the things your care home claims it can offer, however, it’s the testimony of those who have been in their situation and experienced your care home that can have a significant impact on their trust in you.

A great way to achieve this is to use call tracking’s journey mapping to find out the most engaged touchpoints. Then, make sure that these touchpoints include several resident reviews, detailing your care home’s superior services.

As a result, a wide variety of potential residents will come across these excellent reviews, and this will further fuel their trust in your care homes’ expertise, and entice them to experience it themselves.

As you can see, it’s essential that you deliver the most effective marketing strategies, in order to build a firm, unwavering trust in your potential residents and their families. Moreso, it’s clear how excellent tools such as call tracking are key to achieving this.