At the heart of the care sector, change is constant. Speaking live from the Care Show in London, Adam James, founder of Springup PR, offered valuable insights on how care homes can thrive in a market increasingly geared towards private-paying clients.
Traditionally, private-pay beds have been the domain of larger, luxury care providers. But that’s shifting. More and more smaller and mid-sized operators are recognising the potential and moving into this space. According to Adam, the transition isn’t just about offering a plush environment, it’s about clear messaging, smart marketing, and building long-term visibility.
Springup PR specialises in helping care homes increase occupancy, particularly by targeting private-paying families. “We help care homes get more enquiries in order to increase occupancy faster… And we do that via PR and marketing,” Adam explained.
But how can care homes make this shift effectively?
1. Nail Your Messaging
The first step, according to Adam, is making sure your messaging resonates with your target audience, typically adult children looking for care for their parents. “They’re not familiar with the sector, so everything you present… From your website to your brochures… Needs to be clear, comforting, and confidence-building,” Adam advised.
2. Focus on Local Visibility
It’s not about national media exposure. Local visibility is where the magic happens. “A well-placed story in your local press or local radio can go a long way in building trust,” Adam said. Families often look for providers within a specific geographic area, and familiarity can significantly influence their decision.
3. Leverage Testimonials and Resident Stories
Human stories are powerful tools in care marketing. Sharing real-life testimonials and resident experiences helps potential clients connect emotionally and see your service through the eyes of others. Adam recommends weaving these narratives into your website, newsletters, and social media.
4. Invest in SEO and Online Presence
Your website is often the first touchpoint. Is it easy to navigate? Is your care philosophy front and centre? Are your enquiry forms accessible? But it doesn’t stop there. Search engine optimisation (SEO) ensures your site shows up when people search for care in your area. Adam pointed out that ranking for search terms like “care home near me” or “residential care [your town]” can make a measurable difference.
5. Take a Consistent, Long-Term View
One-off campaigns rarely move the needle. Spring Up PR works with care homes on an ongoing basis to help them build and maintain visibility over time. “Marketing needs consistency,” Adam stressed. “It’s about being front-of-mind when a family needs you… Not just shouting once and disappearing.”
In a sector as personal as social care, trust is everything. And trust is built through stories, clarity, and consistency. Whether you’re a boutique provider or an established operator looking to boost private-pay enquiries, Spring Up PR’s advice is simple: invest in the long game.
About Caring Conversations
Caring Conversations is a collaborative series created in partnership with The Care Show and produced by Five on a Bike. Designed to spotlight the voices shaping social care, the series features candid interviews and conversations with care providers, sector leaders, suppliers, and decision-makers across the industry.
Whether you’re a manager, innovator, front-line caregiver, or supplier, Caring Conversations offers a platform to share insights, spark ideas, and connect with the wider care community.
Interested in joining the conversation or sharing your perspective? We’d love to hear from you.
Presented by The Care Show | Produced by Five on a Bike
