By Tom Barnes, Founder of Arthur Communications Care
Care home marketing has changed more in the past five years than in the previous fifty. In an era where families search online for every service — from holidays to healthcare — care homes can no longer rely on word of mouth or print directories alone. To stand out, they need a strong digital presence backed by smart, data-driven strategies.
At Arthur Communications Care, we’ve developed and refined digital marketing techniques designed specifically for the care sector. We understand that attracting self-funding residents isn’t about casting a wide net — it’s about reaching the right people, in the right place, at the right time.
Google Pay-Per-Click (PPC) advertising is one of the most effective tools in modern care home marketing. By placing your care home at the top of local search results, PPC ensures that when families look for care options in your area, they see your name first. It’s a direct route to increased visibility and more qualified inquiries.
Meanwhile, Facebook Ads allow care homes to connect with audiences based on location, age, and interests — often before a family’s care journey even begins. This form of digital engagement builds awareness and trust, two key ingredients for any successful care home marketing strategy.
Ultimately, care home marketing today is about more than just advertising — it’s about storytelling, connection, and accessibility. When done right, digital marketing helps families find the right home and helps providers grow sustainably.
For care home owners and managers looking to attract more self-funding residents, investing in effective care home marketing isn’t just a smart business move — it’s essential to staying relevant in a digital world.