Care homes are continuously evolving to address the delivery of outstanding care. A significant development within care homes involves the introduction of commercial and support roles, which not only alleviate operational burdens but also contribute to the overall quality and appeal of care homes. Here, we explore how these roles can improve performance and help deliver outcomes aligned with the Care Quality Commission (CQC) framework’s five key questions.
The Emergence of Commercial and Support Roles
Care homes are increasingly integrating roles such as sales and marketing managers, customer relationship management (CRM) specialists/home admissions advisors, and hotel services managers. These roles are often introduced in response to occupancy challenges or develop community engagement. Their objectives are to attract private residents, enhance the care home’s image as a care home of choice, and to help families through the process of transition from home to care home.
These professionals often based at one home, and form part of a team. Equally, some groups have found that a regional support also delivers good engagement and outomes between different care homes within a group, applying their expertise to boost occupancy rates and community engagement. Their presence not only attracts more residents but also allows care home managers to concentrate on their core responsibilities, enhancing the overall efficiency and effectiveness of the management.
Enhancing Activities and Resident Experience
Having an optimal number of residents enables care homes to offer a wider range of activities, which is crucial for maintaining high standards of care. Activities coordinators or CRM champions in smaller homes, who often come from other sectors like hospitality, bring a fresh perspective and innovative ideas to resident engagement. This approach not only improves resident satisfaction but also provides opportunities for career growth for existing care workers.
Digital Marketing Manager
Digital marketing managers can also play an important role in the modern care home sector. They manage online reviews and ensure that information about the care home is up-to-date and accurate. Regular updates on platforms like Facebook and Instagram showcase the positive experiences of residents, thus enhancing the care home’s reputation and attracting both new residents and potential employees. This aspect of reputation management is increasingly important in a digitally connected world where first impressions are often formed online.
Hotel Services Managers
Hotel services managers are becoming essential in larger care homes or luxury operators where the dining experience and maintenance are critical. They oversee aspects such as kitchen operations, maintenance, and fine dining, particularly for homes that cater to residents’ families dining on-site. This focus on food and nutrition is a vital component of contributing to an outstanding rating from the CQC. The CQC framework emphasises the importance of a balanced, nutritious diet and the provision of high-quality, varied food options as integral to the well-being of residents.
What Kind of impact can these roles have?
Achieving Outstanding requires a multidisciplinary approach, and support roles are certainly not a panacea. That said, integrating commercial and support roles in care homes can supportively contribute to meeting the Care Quality Commission (CQC) quality statements, aiding in gradual improvements across various operational aspects.
Roles such as hotel services managers help to maintain safety by managing kitchen operations and maintenance, allowing care staff to focus more on direct resident care. This helps in upholding safety standards and protocols, creating a more secure environment for residents. Whereas Digital Marketing Managers and CRM specialists keep care homes aligned with industry standards by facilitating ongoing resident feedback. This enables care homes to maintain accurate online information and subtly adjust services to better meet resident needs.
Activities coordinators, can often come from different sectors and can enrich resident engagement by organising personalised activities, enhancing the person-centred care approach. Home admissions advisors and CRM specialists smooth transitions for new residents, tailoring processes to individual needs and ensuring that care homes can adapt services as resident needs evolve.
Importantly, introducing these roles can reduce administrative burdens on home managers, allowing them to focus on leadership and quality improvements. This not only supports better care quality but also fosters a more supportive work environment, potentially reducing staff burnout and increasing job satisfaction.
Overall, while these roles significantly support care home operations, they help elevate care standards and ensure that homes are well-positioned to meet and potentially exceed regulatory expectations. By drawing on expertise from various sectors and embracing digital advancements, care homes can subtly improve their community engagement and reputation, focusing on key areas like food and nutrition as outlined in the CQC framework.