Consumer research and our experience has shown us that few consumers really care much about brands in the care home market. Many of the 'truths' that marketers will tell you about 'building your brand' can be disproved in this sector.

We have to reframe how we think about care home brand building. That is because all meaningful trust, relationship and feeling about any care home company is built on personal experience, having visited your home. Therefore all efforts should go towards creating that visit opportunity.

It is an intensely emotional and involved decision making process and the relationship between your audience can only grow based on dialogue and that personal experience. External marketing based on getting people to feel a certain way about you is of no value without the inducement to be in dialogue immediately.

Another characteristic of this marketplace is procrastination and this needs to be handled head-on with the whole strategy, marketing AND sales.

Our approach revolves around getting prospects to visit, and not allow them to imagine they can make a care decision from the comfort of their armchair.