Creating a strong brand presence in a highly sensitive sector
Care Plus Group are an award-winning health and care organisation providing services in the community in North East Lincolnshire. In 2015, they took over the running, and later purchased, Linwood Park drug and alcohol detox and rehabilitation unit in Barnsley.
The unit offers residential treatment for 34 people for drug and alcohol addiction and Kinetic were asked to relaunch the unit and target the privately-funded market.
Rebranding to Linwood House
With a chequered history, that included being a care home, it was felt that a new name would be of benefit and Linwood Park became Linwood House with a branding created that looked more like a boutique hotel than a hospital or care home environment.
This was carried through into marketing literature that showed the facilities and treatments on offer. It was important that any materials produced stood up against competitors such as the Priory Group.
Targeting a sensitive market
This market has challenges that make it different from many other types of health services –
- Often people wanted treatment to be in secret and therefore it was difficult to proactively target people with a need for the service
- People from all walks of life could require help with addiction so creating any target audience profiles would be difficult
- Often the need was prompted by a crisis and couldn’t be predicted
- The online space was dominated by large portal style websites that ‘sold’ leads
Kinetic worked with the client to develop a marketing plan that created a strong online presence for people who were searching for drug and alcohol treatment services whilst also targeting organisations and agencies where people may turn to for advice and who could signpost people to Linwood House.
“Alison and the team at Kinetic guided us through the whole process of rebranding Linwood from start to finish providing sound advice and valuable insight at every stage. We continue to benefit from this expertise as we develop this and other services.”
Neil Cartwright, Head of Service, Care Plus Group (Linwood House)