Date posted: 11 April 2022

There are a number of reasons why a social care provider should build a strong corporate brand, but marketing isn’t one of them.

“….ask someone not involved with social care to name a corporate provider and they’ll be hard-pressed to come up with even one. Some might mention Bupa, because of a prolonged national campaign that company ran a few years ago, but I’d be very surprised if they could mention any others.

Why this is so? Is it because social care is a ‘use once and discard’ product? Is it because there is very limited scope to compare brands when making a choice in a stressful situation and the main drivers are likely to be available places, affordability and convenience of location? Quality of care is a major criterion of course but because everyone professes to offer that, the proof can only be in the pudding, after the choice has been made.”

Read this interesting opinion piece in full at…

Care Commentary Source: Branding – wherein lies the value? | Care Commentary