Learn how to fill your care home beds and make more profit with these lucrative strategies. The Rose Lodge Case study shows how you can completely turn around a struggling care home from being near closure to having a waiting list and increasing prices.

1. Presentation Naidex 2013 Care Conference

2. • Case Study of Rose Lodge
• Positioning for Maximum Profit
• How to Capture the 95% of
Prospective Residents You’re
Currently Ignoring
• The Marketer’s Best Friend

3. Rose Lodge Case Study
24 Bed Home in Exmouth Registered For General
Residential & Dementia

4. • Poor Occupancy Boils Down To:
Not Enough Enquiries
- The Phone’s Not Ringing
Not Converting Enough Enquiries
- They’re Not Liking What They Find

6. Dr Ivan Hanney Dr Evaldas Cesnulis
Positioning For Profit

7. Positioning For Profit
• Decide on who you’d like to serve
• But, make sure there’s a hungry crowd
and feed them
• Be a specialist not a generalist

8. How to Capture the 95% of
Prospective Residents You’re
Currently Missing

9. The Buyers Journey
Benefits of Ownership Objections to Ownership Vendor Selection

12. The Dementia Buyers Journey
• Start of seeking information about what
dementia is and how to recognise it
• How to care for someone with dementia
• What are the options when they can no longer
cope
• Which option to choose and from whom

14. • Put out valuable content
• Capture their contact details
• Drip feed content that positions you as the
‘expert’
• You become the logical conclusion at the
vendor selection stage

18. Results
• Home Full Within 6 Months of
Implementation
• 2 Price Rises in Last 6 Months Alone
• Still Could Have Filled Vacancies Twice
Over

19. • Who Is The Marketers Best Friend?

20. • The Marketers Best Friend

21. • How Much Can I Afford To Spend To
Attract A New Resident?
• How Much Do I Need For My Marketing
Budget?

22. • How Much Can I Afford To Spend To
Attract A New Resident?
• Average Lifetime Value of Your Resident
Average length of stay x weekly fee
3 years (156 weeks) x £500 = £78,000

23. • The £78,000 Moments

24. • How Much Do I Need For My Marketing
Budget
- Number of beds (60)
- Divided by average length of stay (3yrs)
- Equals number of residents need to find
each year (20)
- Multiplied by how much you can afford to
spend to acquire a client (£1000)
- Equals annual marketing budget (£20,000)

25. What Marketing Really Is

26. Text offer + your name & email address to
07624 803816
Offer Simon Beck simon@icewave.biz
07624 803816