Care UK (UK, 2012)
Care UK is a leading provider of health and social care services. It runs GP centres, hospitals and care homes, and provides support for people within the community.
The company needed in-depth profiles for its 92 residential care facilities to appear on its website. Fellow copywriter Jo Tidball contacted me to work with her on this very large project.
What I did:
- Carried out individual telephone interviews with the managers of 55 care homes across the UK.
- Based on the interviews and marketing materials, wrote a profile for every facility following corporate tone of voice and writing style guides.
- Each profile draft comprised four pages (each with its own metadata): introduction, daily life, manager profile and facilities.