Care Home Marketing Leaflet Templates, Tips & Best Practices

Marketing a Care Home

When discussing care home marketing, it's all about building new connections with potential residents and their families. But the challenge is how can you let people know about the excellent care you can offer, in places they will see, interact and retain information?

It can be difficult to ensure you’re reaching the right people, as location in familiar surroundings and close to family and friends can be major deciding factors for your potential clients. So precise location targeting is paramount whatever channels you’re using as part of your care home marketing strategy. Equally, it can take a long time and be extremely taxing on a family or resident to choose the right care home for them; it is, after all, a major life decision. Therefore, you have to make sure that information on your services is not easily ignored and can even be revisited as necessary.

Precise location targeting and genuine interaction with your material can be hard to get using noisy competitive digital marketing channels to advertise your care home. That’s where print marketing can become a valuable tool in your kit. And maybe we’re a little biased, but leaflets are one of the most effective forms of print advertising.

Much more than just paper, you can use leaflets to tell your care home’s story, values, and important information about the exceptional care you provide. There’s so many details and ways you can use leaflets to help market your care home, that we’ve dedicated this whole article to giving you in-depth look at how to create effective care home leaflets. 

Care and Nursing homes can use leaflet advertising for:

• Warm welcome brochure: Craft a warm welcome brochure that introduces your care home, showcasing its serene environment, compassionate staff, and personalised care services, making families feel at home from the very first glance.
• Respite relief promotion: Use leaflets to highlight respite care services, emphasising the flexibility and support your facility offers to caregivers in need of a well-deserved break. 
• Specialised care showcases: Create informative leaflets to spotlight your nursing home's specialised care programs, such as dementia care, Alzheimer's care, or palliative care. These leaflets reveal the expertise and dedication that sets your nursing home apart in the realm of senior care.
• Open house invitations: Send out inviting leaflets to the local community, welcoming them to open houses where they can explore your facility, meet your warm-hearted staff, and experience the friendly atmosphere first-hand. 
• Heart-warming testimonials: Share heart-warming testimonials and success stories from residents and their families through leaflets to instil trust and credibility. 

Leaflets are a cost-effective and ROI-driven solution for care home marketing. They can play a vital role in helping you to reach potential residents and their families affordably. Plus, they can be created with a quick turnaround time, often as short as 48 hours, ensuring your message gets out promptly when you’re in a pinch. 

Leafletdrop is proud to have partnered with several care homes, helping them to achieve their leaflet advertising, and wider marketing goals. With Leafletdrop’s smart leaflet targeting tool, you can easily book an entire entire leaflet distribution campaign for your care home marketing campaign, in minutes. What's more, we partner with Royal Mail for distribution, ensuring your leaflets never compete on the doormat with your rivals, ready to effectively engage as many potential customers in the postcodes you choose

Leaflet templates for your care homes

Here are some nursing home brochure examples from our previous clients to inspire your campaigns:

If you’re in need of design services, you can either fill out a creative brief or reach out directly to one of our experienced leafleteers will be happy to assist you. 

You can also design your own care home leaflet with our online leaflet design tool. Including a wide range of templates, our design tool is built using leaflet advertising best practices.

What to include in a Care Home Leaflet

Your care home leaflet may be the first thing potential residents and their families see from you. It's a big deal because it can seriously impact the success of your campaign. Getting the content right can help you reach your goals, whether these are filling up those rooms or gaining trust for your services.

Good leaflets, following our tips above/below, establish trust and confidence, showcase facilities and services and promote special offers. 

Tips for creating a great care home leaflet:

1.  Create Attractive Visuals

Incorporate high-quality images of your care home to create a positive first impression. You could show your facilities, communal areas, and happy residents to give a comprehensive view of life at your nursing home.

2. Write a Compelling Headline

Craft a clear, inviting headline that captures readers' attention. This should set the tone and convey your commitment to providing exceptional care.

3. Create Special Offers and Highlight Pricing

Provide a basic overview of pricing, if feasible, to manage expectations. If available, promote discounts or special offers specifically designed for new residents to encourage them to take action. 

4. Include Information on Your Key Services, with Evidence 

Highlight your range of services, from medical care to social activities and personalised attention catering to residents' physical, social, and emotional needs. To build trust and credibility, back up your information with concise testimonials or highlight the qualifications and experience of your caregiving staff.

5. Make Contact Information and Call to Action Clear 

Ensure your contact details, including phone numbers and email addresses, are easy to find, so interested individuals can inquire about your care services. Encourage readers to take action at the end of your leaflet, whether this is calling for a tour, requesting a brochure, or scheduling a visit.

With these tips altogether, your care home leaflet will be well-equipped to make a positive impact, reaching your goals and building trust with potential residents and their families.

The Benefits of Leaflet Distribution for Care Home Marketing

Leaflets can have many benefits in marketing a care home. As the world continues to move towards more digitised spaces, print marketing is often overlooked. However, print marketing materials of all kinds enable residents or families to refer back to the information on your care home later in time. Leaflets specifically are a more direct and cost-effective channel than others in print marketing channels. Leaflet distribution advantages for care homes include

1. Targeted Reach

Leaflet distribution enables care homes to reach a precise, localised audience. By strategically targeting households near your facility, you can ensure that your message is delivered directly to those who may prefer to stay close to home or have family nearby.

A targeted approach minimises any material wastage (saving your campaign budget) and maximises engagement with your target audience.

2. Customise for Different Audiences

Leaflets enable you to customise your message and designs to resonate with your target audience. For example, you could create different versions of your leaflet, targeted to potential residents from different backgrounds, in different areas or who are looking for different services (e.g. care vs nursing beds). Addressing the specific needs and concerns of your target audience, can foster a more personal connection, also improving engagement in your campaign.

3. Cost-Effective

Printing leaflets is a cost-effective marketing strategy, particularly for smaller care homes with limited budgets, compared to other forms of advertising. Depending on the number and complexity of your design, you can produce leaflets fairly cheaply and easily, with distribution then needed to a small number of households for engagement that often exceeds television or digital ads.

4. Maximise Enquiries

By including clear and prominent contact information with a compelling call to action, you make it easier for potential residents to get in touch. This increases the likelihood of converting enquiries into actual residents by giving them a simpler, more pleasant experience. You can also easily track the effectiveness of your leaflet campaign by including unique codes or QR links, allowing you to measure engagement and adjust your strategy accordingly for better results.

Don’t forget that you can also combine leaflets with other print or digital marketing channels to complement your other marketing efforts. For example, if you’re attending a community event, send a targeted leaflet drop to households in the same community afterwards to reinforce the unique benefits of your care home.

Cost of Leaflet Advertising for Care Homes

Like any business, your care home has financial responsibilities such as staff salaries, medical supplies, and maintenance. Every penny needs to be spent wisely, especially in marketing. You want marketing efforts that aren’t just cheap, but are cost-effective - ideally bringing in more than they cost to implement. 

That's where leaflet distribution comes in. It's not just about being budget-friendly; it's about getting real results. By strategically targeting households in proximity to the care home, you can engage with individuals actively seeking care solutions - meaning every leaflet makes a real impact. From our experience, we know ROI from such campaigns is often impressive, creating real results for your business.

If you are curious about the costs of your care home's potential leaflet advertising campaign, try out Leafletdrop's simple pricing calculator. All you need to do is choose the number of households you’d want to target, specify the type of paper for your leaflet, and indicate whether you require printing services or full print and distribution services.