Understanding Your Market

Identifying your target audience and local competition to focus your marketing efforts

Know Your Audience Before Marketing

Before implementing any marketing strategies, it's essential to have a clear understanding of your target audience and local market. This foundational knowledge ensures your marketing efforts are focused, relevant, and effective.

The Decision-Making Unit (DMU)

Care home decisions rarely involve just one person. Understanding the Decision-Making Unit (DMU) is crucial:

Primary Decision Makers
  • Adult children (typically aged 45-65)
  • Spouses of potential residents
  • The prospective residents themselves
Influencers
  • Healthcare professionals
  • Social workers
  • Friends and extended family
  • Current residents and their families

Your marketing must address the concerns and priorities of each group within the DMU, recognizing that they may have different information needs and emotional responses.

Understanding Your Local Catchment Area

Most care home residents come from within a 5-10 mile radius. Understanding your local catchment area is essential for targeted marketing:

Demographics

Research the age distribution, income levels, and housing types in your catchment area

Action step: Obtain demographic data from the Office for National Statistics or your local council

Local Facilities

Map healthcare facilities, community centers, and other services that might refer residents

Action step: Create a directory of local GP practices, hospitals, and community services

Economic Factors

Understand local property values, average pensions, and self-funding capacity

Action step: Research average house prices and income levels in your area

Growth Trends

Identify population growth patterns and development plans in your area

Action step: Review local development plans and population projections

Competitive Analysis

Understanding your competition helps you identify your unique selling points and market positioning:

What to Analyze How to Gather Information
Competitor Pricing
Fee structures, what's included, and optional extras
  • Mystery shopping calls
  • Website research
  • Brochure requests
Service Offerings
Specializations, facilities, and amenities
  • Competitor websites
  • CQC reports
  • Social media presence
Marketing Approaches
How competitors are promoting their services
  • Local advertising monitoring
  • Social media analysis
  • Google search results
Reputation & Reviews
What residents and families are saying
  • Google reviews
  • carehome.co.uk ratings
  • Social media comments
Occupancy Levels
Current availability and waiting lists
  • Mystery shopping enquiries
  • Industry networking
  • Local authority contacts

Identifying Your Unique Selling Proposition (USP)

After analyzing your market and competition, identify what makes your care home unique:

Questions to Define Your USP:
  1. What do we do better than any other care home in our area?
  2. What aspects of our care do residents and families praise most often?
  3. What specialized services or facilities do we offer that others don't?
  4. What is our care philosophy, and how does it differ from competitors?
  5. What gaps exist in local care provision that we could fill?
Remember: Your USP should be authentic, demonstrable, and meaningful to your target audience. It should address a genuine need or concern of potential residents and their families.

Creating Resident Personas

Resident personas are fictional representations of your ideal residents, based on real data and observations. They help you tailor your marketing messages:

Example Persona: Margaret
  • Age: 83
  • Background: Retired teacher, widowed
  • Health needs: Mobility issues, early dementia
  • Decision drivers: Safety, maintaining dignity
  • Key influencers: Daughter (primary caregiver)
  • Concerns: Losing independence, affordability
  • Interests: Reading, gardening, classical music
Example Persona: Sarah (Decision Maker)
  • Age: 52
  • Relationship: Daughter of potential resident
  • Occupation: HR Manager, works full-time
  • Decision drivers: Quality of care, location
  • Concerns: Guilt, financial implications
  • Research habits: Online research, reviews
  • Communication preference: Email, evening calls
Creating Your Own Personas

Develop 2-3 personas based on your current residents and their families. Include:

  • Demographic information
  • Health and care needs
  • Decision-making factors
  • Communication preferences
  • Concerns and objections
  • Information sources they trust

With a clear understanding of your market, competition, unique selling proposition, and target personas, you're now ready to develop focused marketing strategies that will resonate with your audience and differentiate your care home from competitors.

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