Care Home Industry Facing Customer Exodus Due To Infection Fears

As care homes continue to contend with the ongoing challenges of COVID-19, new research reveals that care homes across the country are facing millions more in lost revenues due to customer fears around infection risk.

According to the nationally-representative survey into 2,000 members of the public, more than one in three Brits (34.5%) are less likely to trust care homes with their loved ones’ care due to fears around infection.

The findings also revealed that the overwhelming majority of the public (80.5%) would be reassured by visible proof that a care home takes cleanliness and infection control seriously. Significantly, 10.7% would be less likely to use a care home that did not have this proof, and 6% would no longer use a care home that could not prove that they adhered to the highest standards of hygiene and infection control.

The research was carried out by infection control specialist JLA, a trust- ed partner to thousands of care homes across the UK, as part of its “Infection Insights” campaign to improve industry standards, customer reassurance and peace of mind across the care sector.

Perhaps unsurprisingly, it was revealed that the events of 2020 have prompted a nationwide change in attitudes towards hygiene and infection control, with 77% of the public holding greater concerns in this area than a year previously – attributing this change directly to COVID-19.

Concerningly, over a fifth (20.4%) of the public also currently hold a poor opinion of hygiene and infection control in care homes, and do not believe standards are currently at the levels required. Just under a third (30.1%) of Brits feel confident that care homes are clean and sanitised, and a further 10.7% reported that they believed standards are “excellent”.

According to the research, 87.6% of Brits now deem it important that a business has a good reputation for hygiene and infection control, and 58.1% of these proclaim a positive standing for hygiene “extremely important”. This indicates that hygiene ratings – traditionally a significant indicator of quality for many care home customers – have also become more important than ever before in the eyes of the public.

Ben Gujral, CEO at JLA, commented: “The events of the past year have laid bare the need for care homes to do everything they can to reassure anxious residents over the coming weeks, with major growth opportunities in store for those that do invest what is needed now.
“Expectations of the businesses customers will trust their money – and their loved ones’ health – with are virtually unrecognisable from even a year ago and, at a time where care homes need the continued loyalty of their customers more than ever before, it is crucial that they action all possible infection control measures to put the public’s minds at ease.

“Care homes that take the time to do this now will reap the benefits over the coming months, providing reassurance to those who need it, and ensuring the loyalty of customers both old and new for years to come.”

For more information about JLA, the research findings and for products which can help with infection control, please visit: https://jla.com/knowledge/icir-2021-care

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