Profile: 'Acquisition and development are essential' says Emma Charlton of Caring Homes Group

With a portfolio that spans both the care home and home care sector the Caring Homes Group, which comprises the award-winning Caring Homes and Consensus Support, intends to continue to grow “through both acquisition and development,” according to its marketing director, Emma Charlton.

Hers is the hectic job of delivering the marketing needs of both companies. On the one hand, Caring Homes operates some 60 care homes offering short and long-term residential packages located throughout England and Scotland.

Then there’s the Consensus Support side of the business, a specialist provider for individuals with learning disabilities and additional health and social care needs. It operates 90 services across England, Scotland and Wales including residential support, supported living and day support services and specialises in supporting people with moderate to severe needs including those with an autism spectrum condition, Prader-Willi syndrome, and learning disabilities with mental health needs.

Two very different types of organisation but united in their caring role. Ms Charlton says: “People are at the heart of our organisation - they are the foundation upon which everything we do is built. We recognise that by understanding the unique needs of each individual we connect with we are able to deliver high quality care and support.

“We are already a successful organisation but recognise that we should always explore opportunities to evolve, improve and enhance our offerings to deliver the best possible quality of life to our residents and staff.”

Marketing triumphs and challenges

When it comes to delivering strategies and campaigns, Ms Charlton is pleased by the way marketing has evolved at Caring Homes and has played her part in its development, having joined Caring Homes when it consisted of only three care homes.

“I lead a department more akin to a fully integrated marketing agency than an internal marketing department. This means that we do not have to rely upon agency support and are able to deliver cost-effective sales and marketing solutions like a leading marketing agency,” she says.

Media stories

If there’s one thing that Ms Charlton would like to change about the care home sector it's that she has “been constantly disappointed by the lack of positive stories there are about care in the media.

“The upshot of the negative media coverage is that some people who have no option other than to place a loved one into a residential care setting feel castigated for making such a decision.

“I would say that the introduction of the carehome.co.uk rating system does provide a platform for people to be able to communicate their views and as more and more reviews are published, people are able to gain a real sense about individual service offerings and quality – which will go a long way to supporting individuals in this difficult process.”

Future plans

According to Ms Charlton, the future looks bright for the Caring Homes Group. Caring Homes is currently developing a number of prestigious care homes that will open over the next two years while Consensus has successfully developed a number of highly innovative services in partnership with Local Authority Commissioners over the past two years.

“Small bespoke service solutions in partnership with commissioners will continue to be a focus,” says Ms Charlton.

“We have an ethos of seeking to constantly review and improve our care services across both divisions. The plan will be to continue this approach, listening to stakeholders at all levels to ensure that we continually evolve our services in a residents-led manner with a focus on securing positive outcomes for the each individual.”

Interesting facts

First job: I managed only one day as a waitress because I spilled hot custard on a diner and was sacked, so I’m not sure that really counts! My first proper job was as a French polisher/antiques dealer

Favourite book: Horse Boy

Favourite film: Rain Man

Favourite piece of music: Mozart’s Don Giovanni with Maria Callas

Best present received: A pair of silver elephant candlesticks from my sister

Last holiday: A weekend in Dublin to see my beloved Wales royally whipped by the Irish – and Morocco last year with my son, Archie