Creating a Tailored Marketing Strategy for a Health and Social Care Organisation

Some time ago, I was approached by the Managing Director of a Health and Social Care organisation that had recently branched out from the council. With no existing marketing framework in place, I was brought on board to develop their marketing plan, oversee the creation of their website, and serve as their outsourced marketing manager.

Understanding the Business

I spent an afternoon with the MD to gain a deep understanding of their operations. Although this was a new sector for me, I was captivated by their work, which supports the deaf, blind, and deafblind communities, as well as providing community equipment and wheelchairs to their local area.

Overcoming Challenges

My initial focus was on getting the website project off the ground, a task that proved to be both challenging and enlightening. We had to account for various accessibility needs that I hadn’t encountered before. For instance, we carefully selected colours that are readable for those with visual impairments, collaborated with an organisation to provide sign language on web pages, and ensured the site included text-to-speech functionality and adjustable font sizes.

The project has been lengthy, but the website went live successfully. My proactive approach and persistence in driving the project forward have been key to its progress.

I know we have only just started on this journey but your support and pace has really made an impact to our momentum of positive business change!
Mathew Sheehan, Managing Director, Enabled Living Healthcare

Looking Ahead

Having worked with this organisation for over a year now as their marketing manager, I’m moving forward to develop targeted marketing plans for the community equipment, sensory team, and wheelchair divisions. Up until now, their marketing efforts have been sporadic, and I’m eager to bring a more structured approach to each area.

This case study highlights the importance of a customised marketing strategy, especially when dealing with specialised sectors such as Health and Social Care. By understanding the unique needs of the organisation and its clients, I’ve been able to create a marketing plan that truly resonates with their audience.