How Pulse built a £540k+ pipeline targeting UK care providers with CQC-segmented

Background

Pulse is a carer-recognition and feedback platform for UK care providers that ties real-time family reviews to individual carers and maps them to the CQC Single Assessment Framework. They needed a predictable flow of care-provider decision-makers to drive trials of the platform.

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Market Mapping

We mapped the UK adult social care market from the CQC register — independent residential, nursing and home-care providers plus CQC-registered retirement villages — and focused on small-to-medium operators (up to ~15 sites), excluding NHS/local-authority, children’s and non-elderly specialisms.

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Triggers / Signals

Each provider was routed by its live CQC data — overall rating, per-key-question ratings and inspection recency — into four strategy segments (S1–S4), with hiring signals (a new Registered Manager, Quality or HR lead) layered in as buying triggers. Tools: CQC API and Clay.  

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Data Enrichment

In Clay we matched each company to its CQC location ID via the CQC API, pulled live ratings and inspection dates to assign the S1–S4 segment, and enriched decision-maker contacts by persona (Registered Manager, Head of Quality, HR/People, COO/MD).

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Copywriting

Founder-led, segment-specific copy leading on carer recognition and retention, differentiating hard from the incumbent review sites with real, fraud-protected, carer-level reviews, and tailoring the message to each provider’s CQC rating.

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Offer

The first month of Pulse free — the primary CTA across every sequence — positioned as a zero-risk way to start recognising carers and building inspection-ready CQC evidence.  

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Outcomes

98 positive replies and £541,349 in attributed pipeline (53 deals, £510k still open) across the first five months, with live customers including Millennium Care and Walfinch now recognising their carers through Pulse.

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