Report
Care homes trends report: marketing trends spring 2026
The care home market is stable – but don't mistake stability for simplicity. Spring 2026 brings growing enquiry volumes, shifting care seeker journeys, and an increasingly complex channel mix. Marketers who rely on last-click metrics and gut instinct are losing ground to those who use data to make faster, smarter decisions.
Mediahawk’s spring 2026 care homes trends report draws on anonymised call tracking and attribution data from April 2025 to March 2026. It reveals how care seeker behaviour is changing, which channels are performing, and what the sharpest care home marketers are doing differently.
What’s inside:
- A 9% year-on-year increase in call volumes – and what’s driving it
- Why the visitor-to-call ratio has fallen by 7.5%, and how to respond
- The keyword strategies delivering the biggest returns – including 211% growth in ‘dementia’ calls
- How Google PPC and Bing organic are outperforming expectations
- Why AI-powered search isn’t diverting organic traffic – yet
- Four practical actions for care home marketers to act on now
"Spring 2026 marks a moment where clarity, data, and decisive optimisation can become genuine differentiators."
Michael Morrell, CEO, Mediahawk
Trusted by marketers like you
“Working with a call tracking provider that specialises in the care home sector has been invaluable, particularly for benchmarking performance against industry standards.”
– Ashley Toon, Digital Marketing Manager, MHA
“For my clients, Mediahawk has been instrumental in providing key data, allowing confident decision-making.”
– Anderlea Butters, Anderlea Butters Marketing Consultancy