Marketing with purpose during uncertain times

How I helped a local care provider reassure families and stay connected during COVID-19

When the world shifted in 2020, businesses had to rethink how they communicated — especially in sectors where trust and care were everything. One of the most meaningful projects I worked on was with Birchwood House and Birchwood Care Services, a Tunbridge Wells-based care provider. They needed support in realigning their marketing at a time when their clients were understandably anxious.

This project was all about striking the right tone, reassuring families, and showing the humanity behind the brand.

The challenge: reassuring and reconnecting during uncertainty

Birchwood initially approached me to review their marketing. When the COVID-19 pandemic hit, our focus quickly shifted to supporting them through the crisis. Understandably, confidence in the care sector had taken a hit. Families were worried about safety, and many were unsure whether it was the right time to seek residential or mobile care.

Birchwood needed to:

• Reassure families that their loved ones would be safe and supported

• Continue generating enquiries despite the uncertainty

• Highlight what made them different from other care providers in the area

  
  

It was essential to do all of this with sensitivity, compassion, and clarity.

The approach: telling a positive, reassuring story

The strength of Birchwood’s brand lay in its people, values, and approach to care. This independently owned business is truly a home from home — a message that needed to shine through.

Here’s how I helped bring their story to life:

1. Creating clear, consistent messaging

We developed a new group proposition to unify Birchwood House and Birchwood Care Services. This clarified the brand’s purpose and highlighted its core values — family, compassion, continuity of care — in a way that was accessible and human.

2. Enhancing their digital presence

We reviewed and updated the layout of both websites to improve usability and encourage enquiries. Pages were rewritten to address common concerns, and content was updated regularly to reflect the latest safety measures and service updates.

3. Sharing reassuring, helpful content

I wrote articles focused on how Birchwood was keeping residents and clients safe. These were shared online to increase visibility and provide peace of mind to families. The content not only answered questions but positioned Birchwood as open, transparent, and trustworthy.

4. Showcasing the positive

To show that life at Birchwood was still joyful and active, we organised a series of socially distanced events — including a Harvest Hoedown and Summer BBQ. These moments were professionally photographed and shared on social media and in the local press, giving a heartwarming glimpse into day-to-day life at the home.

5. Defining a new business promise

We introduced a business promise that served both as an internal motivator and a customer charter. It helped the team stay focused and gave clients reassurance about the values underpinning everything Birchwood does.

The results: reassurance and recognition

The marketing strategy delivered clear, tangible outcomes:

• Increased enquiries through a more user-friendly website and targeted content

• Greater visibility via online articles and local media coverage

• A unified message that connected both branches of the business

• Stronger internal focus, boosted by a renewed sense of purpose

Cost efficiencies by streamlining activity and improving consistency

Here’s what Birchwood had to say:

“Sharp Thinking have helped to take the business forward bringing focus and clarity and lots of practical recommendations including internal processes for us to implement.  The marketing review proved invaluable and has enabled us to streamline both businesses and join up all our marketing.  And we hope cost efficiencies will be achieved in the future as a result."

Niral Patel, Birchwood House & Birchwood Care Services, Tunbridge Wells.

Ready to refresh your marketing?

If your business needs a fresh perspective or a clearer message — whether you’re navigating a challenge or planning for growth — I’d love to help. I offer tailored marketing support, from strategic reviews to hands-on delivery.

Book a free 30-minute consultation and let’s talk about how I can help you move your marketing forward.