Advinia Healthcare: Driving Growth Through Strategic Marketing
The Challenge
Advinia Healthcare faced a significant challenge. One of their care homes was struggling with low occupancy and a lack of qualified enquiries, and they also wanted to improve their brand presence in the local community. To address these critical issues, Advinia partnered with Conteur for a three-month marketing and PR push.
Key Objectives
Conteur’s strategy was built around a set of clear, measurable objectives to improve the home’s presence and performance:
- Objective 1: Develop and roll out a modernised brand identity that unifies and elevates the home and the Advinia brand.
- Objective 2: Improve public perception of the care home through targeted PR and digital marketing storytelling.
- Objective 3: Boost the volume and quality of enquiries to the home, aligning with the business and sales teams’ objectives.
The Solution
Conteur implemented a comprehensive, multi-channel strategy to achieve these objectives. The plan included:
- A refreshed brand identity with logos and templates.
- Proactive community engagement and PR outreach.
- A robust digital marketing campaign.
- Design and creation of new marketing assets.
- Website/online advice to improve the home’s organic and online presence.
The Results
The strategic partnership with Conteur delivered impressive, measurable results, transforming the home’s trajectory in a matter of months:
- Significant Increase in Qualified Enquiries
The new digital and PR strategy had an immediate impact on lead generation.
- From April to July, the average number of monthly enquiries surged to 12.25, representing a 96% increase from the previous average of 6.33.
- The campaign’s momentum peaked in July, which saw a record high of 18 enquiries in a single month. This consistent growth demonstrated the strategy’s effectiveness in attracting high-quality leads.
- Positive Impact on Occupancy
The increase in qualified leads directly correlated with a positive change in occupancy.
- Since June, occupancy has shown a steady upward trend, peaking at 33 residents in August.
- This represents a 32% increase from the lowest point recorded earlier in the year, highlighting the direct link between the marketing efforts and tangible business growth.
By combining a targeted and integrated marketing approach, Conteur’s mixed services team successfully fulfilled Advinia Healthcare’s key objectives. The campaign not only delivered a significant increase in qualified enquiries but also translated those leads into a substantial and sustainable rise in occupancy. The direct link between our marketing and PR campaign and business growth led to a robust and consistent flow of new enquiries.
