Canford Healthcare had a clear vision to grow the organisation to become one of the UK’s premier providers of care and support services. Canford Healthcare provides nursing, residential, dementia and home care services. At the time of working with Canford Healthcare the business was operating at 12 locations across the south east of England, with plans for further expansion.
Having gained significant growth through acquisition and with a focus to turnaround troubled services in order to deliver high quality care, Canford Healthcare wanted to develop a robust process for managing occupancy and the customer experience, particularly within its home management and regional teams.
The acquisition of new care homes also meant that the organisation had a fragmented workforce and needed to create a clear vision that was underpinned by a strong organisational culture and values in order to deliver the customer promise.
We were also asked to provide input and support in the recruitment of an in-house marketing and communications team, induction of the team, supervision and mentoring for the team’s development.
We ran a discovery session with key members of the executive team to determine exactly how we could help based on the operational and financial performance of each care home. We carried out in-depth assessments at each care home and created bespoke marketing plans that addressed the specific challenges at each care home.
In addition, we ran bespoke training sessions for the management and wider staff teams and established a robust process for the management of enquiries and occupancy. Working together with the local home management teams we developed action plans for tackling some of the challenges faced by the service and provided further training, coaching and support to help them to turnaround the service.
A thorough review of the existing marketing and communications activities and processes were also undertaken to identify opportunities to achieve greater effectiveness and financial goals, increase brand awareness and employee engagement.
Working with senior executives, to include the HR team, we provided significant input for the recruitment, selection and induction of an in-house marketing and communications team. This included scoping the job descriptions and person specifications, advertising the roles, preparation and management of the interview and selection process, induction training and mentoring of new staff team to ensure that they were up-to-speed to deliver on marketing objections.