Historically, Care UK had relied on local authority funding for the elderly care provided in its homes. But as changing government policy shifted the emphasis from the public to private sector, the business needed to reinvent itself as a branded, customer-centric provider of premium care for private individuals.
Ask people their views on elderly care, and it is always coloured by the handful of horror stories that get reported on in the media. In comparison, the care residents receive in Care UK homes is always of the highest, award-winning quality. Surprisingly so, in fact.
Given the bad press elderly care receives, and the fear this creates about how loved ones will be treated, we felt the most important thing to do was attack these negative preconceptions head on. We used reportage photography of actual Care UK residents enjoying a typical day in a Care UK home, asking the question “what do you see?”. This challenged people to think differently about elderly care, and see there was a positive, premium quality alternative.
Running at a very local level, targeted against very specific homes, we were able to draw direct comparison between those homes which received advertising support and those which didn’t. Each ad pointed to a home-specific URL, and traffic to these pages doubled for advertised homes. But more importantly, registration rates were twice as high as for non-advertised home. Or to put it another way, in presenting an alternative view of elderly care, we didn’t just attract more people they were far warmer leads as well.