Nursing home, woman or doctor with tablet checking medical results, chart online or social media. Healthcare, tech and nurse caregiver help consulting with elderly patient in living room or bedroom.

The case for strategic PR in UK care tech

The challenges of the UK’s elderly care system are well documented following years of underfunding, workforce shortages, and issues of quality and accessibility. As the number of people aged over 80 in the UK is forecast to increase by 1.1m in the next eight years to over 4.5m, it’s understandable that this sector is undergoing a transformative shift, propelled by both traditional care providers and emerging health tech (specifically ‘care tech’) companies looking to technology to problem solve.

The tech-enabled businesses operating within the UK care system are in a prime position to answer the demand for solid and reliable services, at the required pace. However, barriers to widespread, successful adoption inevitably remain when innovating in a traditional field which relies heavily on funding and policy.

With such an opportunity at hand, businesses in the sector are acknowledging the need for strategic communication strategies to amplify the work that’s already taking place, to engage and educate stakeholders including policymakers, consumers and those delivering the care themselves.

The role of PR in driving awareness and adoption

For both traditional care providers and care tech companies, strategic PR is essential for driving awareness of their offerings, as well as altering misconceptions about the sector. By crafting compelling narratives and engaging with diverse stakeholders, PR can be an effective tool that can bridge the gap between innovation and implementation, especially while negative connotations remain.

Going back to the fundamentals, the elderly care sector is in a unique position in that it has a fractious reputation, requires substantial investment yet touches most people at one point in their life. Without the third element of that combination, most would be able to ignore it, however because it is emotionally intertwined with so many of our lives, it can’t be, and therefore trust is paramount.

PR initiatives play a crucial role in building such trust and credibility through earned media and strategic messaging, building legitimacy in any brand – and consequently, sector. For health and technology, both industries built with expertise and highbrow information at the core, the need for transparent and easy to understand communication about values, standards of care, and technological innovations is paramount to remove any barriers for those who aren’t au fait with such terminology.

To that point, communications campaigns which disseminate information and demonstrate real-world examples of successful implementation are instrumental in raising awareness about the benefits of care tech and health tech solutions. Tangible positive change to patient outcomes is far more influential than merely words on a screen, and allows healthcare professionals, policymakers, and the public to understand the capabilities, driving informed decision-making.

Balancing competition: standing out and forming alliances

We’ve highlighted the demand in the field, so we must also acknowledge the business competition. Investors have wised up to the wealth of opportunity that care tech startups have to give the sector a tech-enabled overhaul, meaning more businesses are coming to the fore all the time. This gives way to two routes to success: standing out and forming alliances. PR can facilitate both through the organisation of collaborative industry events or forums, allowing for knowledge sharing and cross-collaboration, and insight-driven thought leadership, positioning individual businesses as experts in the sector, driving positive change and standing out from their peers.

Finally, ahead of an upcoming general election for the UK, PR is a powerful tool for advocating for policy support and regulatory frameworks that can facilitate the integration of health tech solutions into elderly care practices. By utilising the above strategies of amplifying the voices of stakeholders, sharing success stories, and highlighting the potential benefits of technology-enabled care, businesses can influence policymakers to prioritise funding, regulation, and initiatives that ultimately improve outcomes for elderly care recipients.


There is no denying it: technology-enabled businesses are efficient problem-solvers. Excitingly, the convergence of traditional care practices and innovative health tech solutions holds immense promise for transforming elderly care in the UK. By leveraging the power of strategic PR, businesses can raise awareness of their offerings, foster collaboration, and advocate for policies that support innovation and improvement within the sector.

If you’d like to discuss how we could support your health or tech business get in touch with the team today.

Get in touch with the team