In this episode of the Care Home PR And Marketing Podcast, host Adam James of Springup PR talks with Simon Blunden, a business development consultant specialising in the care and healthcare sectors, including specialist care services, care home providers, general hospitals, and mental health services.

His consultancy draws upon a long career helping major providers achieve sustainable and strategic growth. Simon's journey began in the NHS, where he trained as a manager and developed an early understanding of how clinical quality underpins operational success.

Simon transitioned into marketing and sales within private healthcare, leading to senior roles with leading organisations including Priory, Huntercombe, Castlebeck, and Chartwell Private Hospital., designing strategies to open new services, add bed capacity, and improve revenue and margins while maintaining high standards of care.

This experience shaped his focus on targeted growth within complex, specialist services.

In this episode he Simon shares his expertise on getting more clients for your specialist care providers including:

• Why every growth plan should start with quality of care — clinical excellence is the engine of commercial success because, "if it makes good clinical sense, then it makes good business sense."

• Why business development works best when you integrate within operations, "embed yourself alongside those operational teams and you'll learn what makes those services tick."

• The evolution of marketing, from mailshots and meetings to digital platforms, Simon explores how the tools have changed — but the principles haven't.

• The power of a CRM system and using integrated platforms like HubSpot to manage databases, track campaigns, and measure impact.

• Strategic lead generation, targeting a small number of key decision-makers in local authorities and Integrated Care Boards (ICBs) and the importance of, "doing your homework before you try to approach them."

• Understanding public sector stakeholders and using published board papers and meeting notes to inform your approach.

• Avoiding 'analysis paralysis' by using data to act, not overthink.

• How specialist care relies on a relatively small number of key commissioners and placement leads.

• Implementing database discipline to keep your contact lists updated — "it's still the most valuable sales tool you have."

• The double-phone call technique, "phone once, they won't pick up — phone again straight away and they usually do."

• Using the 'Nine Before Nine' and 'Five After Five' rule to, "catch key people before and after the day starts."

• Why face-to-face still matters through in-person meetings and impromptu drop-ins, "armed with a box of biscuits."

• Using strategic open days to stand out by hosting CPD sessions and events outside of busy industry weeks to attract decision-makers.

In this episode of Care Home PR and Marketing Podcast, Adam James and Samara Ullmann of Springup PR reveal how to get regional news TV coverage for care homes – to amplify awareness, boost staff morale and positively impact residents and their families.

They focus on how care homes can craft compelling stories and how securing media coverage for care homes can drive community engagement and contribute to enhancing their reputation in the local area.

Adam and Samara provide insights into the strategy behind media pitches, explaining how a strong human interest angle is key to capturing a journalist's attention.

In the episode Samara and Adam discuss:

• The power of media exposure and how "TV coverage brings incredible benefits—not just for awareness, but for boosting staff morale and making families and residents feel proud".

• Why care homes should target individuals aged 45+, who are more likely to consume traditional media such as the 6 pm news.

• The "ripple effect "of TV coverage and how this can lead to immediate calls to care homes, asking about the specifics of the story, like how they improved residents' lives.

• Why it's crucial to "hijack the news agenda," using current events to create relevant stories about care homes helping to address these issues.

• The importance of visual storytelling for TV with stories needing a visual element to capture attention, "whether it's music therapy, dog therapy, or even a piano performance by a blind resident".

• Why care homes should focus on human stories that highlight the benefits to the individual, their family, and the wider community.

• Why local journalists are eager to share positive, uplifting stories from care homes that benefit both residents and the community.

• Why the local press love stories where care homes engage with their community, "like a care home donating food from its allotment to a local food bank".

• The importance of media training and why it's important to "ensure that the spokesperson feels comfortable and confident."

• The pitching process, "making sure to send a clear, concise email with a full package for the journalist: the story, interview opportunities, and what they can film."

• Why you shouldn't pitch stories when there's a regional crisis happening, "wait until journalists are less busy with breaking news," for the best chance of success.

• The importance of building relationships with journalists by picking up the phone and speaking directly to the news desk to ensure your pitch is received well.

• How care homes can shine in the media though "a bit of preparation and the right story," to present themselves positively in the media, benefiting both their reputation and their community.

This episode of the Care CEO Success Stories podcast features Jac Owen, founder and managing director of Connect, which handles enquiries on behalf of care homes.

Jac discusses with host Adam James of Springup PR how Connect helps care homes increase their occupancy by managing enquiries effectively - emphasising the importance of handling inquiries with empathy and understanding, recognising the emotional journey of callers, and ensuring enquiries are followed up appropriately.

Jac highlights the need for care providers to be accessible and responsive across various contact methods, including phone calls, emails, and live chats.

She also shares her insights into training staff to handle inquiries with a personal touch, avoiding a tick-box approach, and ensuring clear communication about next steps for callers.

The discussion also touches on the importance of following up, the benefits of having transparent pricing, and the various ways to measure and improve conversion rates from enquiries including:

• The importance of "understanding the emotional journey," of callers looking for care for their loved ones

• How care providers should be accessible via phone calls, emails, live chats, and even WhatsApp.

• Training should focus on listening skills, empathy, and avoiding a tick-box approach.

• Follow up calls are a courtesy and show care and interest and "should be done in a way that is helpful and not intrusive".

• Having "transparent pricing," on the website is important but should be "balanced with the opportunity to discuss the value of the services".

• Measuring success by tracking enquiries and ensuring effective follow-up.

• Care providers should "continually review and improve," their enquiry management processes with training and support for staff.

• Calls should start with "empathetic listening," to understand the caller's needs and concerns.

• Always provide clear next steps to the caller, ensuring they know what to expect.

• Handling enquiries with a "personal touch rather than a scripted response," makes a significant difference.

• Ensuring enquiries from multiple channels are managed efficiently and effectively.

• Consistent engagement and follow-ups "build trust and demonstrate commitment".

• How it's essential to discuss the "value of the services," during initial enquiries, not just the price.

• Being adaptable to the needs of callers and "providing tailored responses," enhances the overall experience.