Case Study: Barchester Healthcare achieves significant uplift in occupancy through paid search with Mediahawk

How Mediahawk helped drive a significant uplift in occupancy through paid search

Barchester Healthcare, one of the UK’s largest care organisations caring for over 11,000 residents across more than 200 care homes and seven independent hospitals, asked Mediahawk to improve visibility of their marketing performance. Historically using Mediahawk’s static call tracking, Barchester faced the challenge of attributing digital marketing activity to telephone enquiries and revenue so they could identify which online channels and keywords were driving genuine residential move-ins.

Mediahawk implemented its dynamic visitor call tracking solution with Track Sales CRM integration, using source and keyword tracking, visitor tracking and URL tagging to attribute calls to specific digital activities and match enquiries to move-ins. As a result, Barchester reallocated paid search budget to high-converting keywords, saw a significant uplift in paid search calls that led to move-ins, increased occupancy and improved campaign effectiveness — all backed by measurable data from Mediahawk.

Barchester Healthcare

Mandy Macara

Head of Marketing