Leading UK-based home care franchise, Right at Home, has been making waves in the care sector by redefining the industry through innovative strategies, robust support for franchisees, and an industry-wide focus on quality.
Over the years, the franchise has undergone transformative change aimed at providing better resources for franchise owners, enhancing workforce development, and elevating the company’s brand on both national and local levels.
Key to this transformation has been a strong National Office team made up of talented and influential leaders, including Heather Wehrle, who joined the brand in 2016 and became Director of Brand and People two years ago.
Since taking up her Director role, Wehrle has driven a major overhaul of its marketing operations, aimed at supporting franchisees more effectively and freeing them from the burden of doing it themselves.
“My ultimate priority was to revolutionise our marketing support offering,” explains Wehrle.
With the care sector facing an array of challenges, Wehrle’s approach was to reshape the marketing team completely, making it easier for franchise owners to focus on care delivery while the central team took on more of the marketing heavy lifting.
“The results so far have been fantastic,” she says.
A significant part of enhancing the marketing offering will involve redeveloping Right at Home’s website to create an improved user journey leading to better conversion rates.
“This project is currently in its early stages, but it’s something we’re really excited about,” Wherle says.
Franchise support with a digital focus
Recognising that digital marketing can be a difficult area for franchisees, Wehrle introduced a digital strategy supported by the recruitment of five marketing specialists. The approach has produced measurable benefits for the business.
“One area of this strategy resulted in a 4,500% increase in paid meta conversions and a 93% increase in traffic to local branch careers pages,” says Wehrle.
Optimising web content led to a 500% increase in conversions and a 150% rise in page sessions, which helped franchise owners by driving both client and caregiver acquisition.
Over the past nine months, the enhanced marketing efforts have helped Right at Home’s network to deliver an additional 75,774 hours of care.
“This has not only positively impacted client and caregiver acquisition but has freed up precious time for franchise owners to do what they do best – delivering quality, person-centred care,” she explains.
Supporting franchise owners with coaching
Alongside changes to marketing, Wehrle revamped the franchise support team, adopting a more hands-on method to help franchisees struggling with performance.
“We implemented a new coaching approach to help franchisees identify key sticking points in their business and set achievable goals,” she says.
A pilot program saw one business increase its revenue by 46% within two months, prompting the rollout of the model across the network.
The focus on personalised support emphasises Right at Home’s wider commitment to helping franchise owners succeed in an already competitive sector.
“Operating within a franchise gives you a stronger chance of success, and for our network, the impact of our support offering is evident from these results,” says Wehrle.
Campaigning for a stronger care sector
Beyond supporting franchisees, Right at Home has also been advocating for positive change within the wider social care sector.
Wehrle launched the “More than Care” campaign earlier this year, aimed at dispelling negative perceptions about careers in care and educating the public on the profound impact care professionals have on the clients and families they support.
“There have been misconceptions about careers in care, with many assuming such jobs are undervalued with little career prospects,” Wehrle says. “Working for the right provider, a career in care can offer rewards on multiple levels, good pay, and terrific career progression.”
The campaign featured testimonials from Right at Home staff, showcasing the career growth available in the care sector and sharing their experiences of making a positive difference to countless lives.
“There were some beautiful anecdotes about saving lives in the community, and that’s usually something that’s only associated with the likes of the NHS when, in reality, it’s happening right on our doorsteps,” says Wehrle.
Growing a franchise in a slow economy
Despite economic uncertainty, Right at Home continues to grow, offering critical support to communities in need. Wehrle says the challenges posed by recent budgetary changes underline the need for additional support in the home care sector. In response, Right at Home has initiated discussions with other major home care franchisors to advocate collectively for government support, ensuring that home care providers can weather upcoming challenges.
“We are laying the foundations for what might be one of the biggest movements in franchising history—taking on the government to prevent home care companies from buckling under recent budgetary decisions,” says Wehrle.
Upskilling the workforce
Right at Home’s commitment to quality care includes providing comprehensive training to its caregivers, who are now equipped with clinical skills to manage complex health needs, such as diabetes management.
“This Clinical Care Project, covering a range of complex care needs, puts us at the forefront of the government’s agenda to integrate health and social care services,” explains Wehrle.
The training enables caregivers to deliver more advanced care in the community, which has helped the franchise improve its offering and meet the growing demand for in-home health support.
Advocating for care industry reform
In her advocacy work, Wehrle highlights the valuable role of caregivers, pushing for reforms to benefit both care professionals and the individuals they serve.
Speaking at industry events, Wehrle and Right at Home CEO Lucy Campbell, encourage providers to engage MPs on vital sector issues, from fair commissioning practices to a comprehensive workforce strategy.
“If we don’t encourage sector-wide reform, it won’t make a difference whether we’re private or not—the perception of the sector will remain the same, and the availability of quality care will continue to fall,” she argues.
As Right at Home works to elevate standards and influence government policy, it continues to grow its reputation within the sector. “We are determined to make a stand and fight for change for the greater good of all those who deliver and receive care,” says Wehrle.
Elevating careers in care
One of the features Right at Home highlights is that it provides structured pathways for employees at all levels. The franchise’s accredited training academy, established in 2021, offers programs designed to ensure quality training across the network.
“Our Managers’ Essentials program covers a wide range of key topics for current or aspiring managers, really supporting us to grow and nurture leaders from within,” says Wehrle.
Since the launch of new career pathways, Right at Home has seen a 40% increase in internal promotions, a testament to the company’s emphasis on employee development.
For those considering starting or owning a franchise, Right at Home offers a model that blends commercial success with community impact.
“Right at Home is renowned as a trusted brand that provides quality care and support to thousands across the UK while being recognised as an employer of choice,” explains Wehrle.
With an established business, significant industry recognition, and commitment to innovation, the franchise offers owners the opportunity to make a real difference in their communities.
As for what comes next, Wehrle along with her senior colleagues, will continue leading the charge for change within the social care sector to the benefit of both franchise operators and clients. With Right at Home front and centre.
