Cultural shifts within the care sector have led to increased demand for the services of care-tech brands.

Over recent years, in the UK, there’s been a focus on using more tech in the care sector. The aim is to alleviate pressures and make processes more efficient, resulting in a higher and more consistent level of care. With government programmes like Digital Social Care Record (DSCR), meaning that as of July 2025, 80% of CQC-registered adult social care provider locations in England have a DSCR, the sector is becoming more connected.

However, the sector is still not where it should be, according to NHS England’s Digital Maturity Assessment; digital maturity remains a work in progress. Digital maturity is defined as an organisation’s “ability to respond to changes and trends in technology … its state of readiness to be able to adapt to, and integrate with, these technologies.”

Organisations that have high digital maturity have 13% lower costs, 4.5% shorter inpatient stays and 17.5% reduced sepsis mortality. There is a need for organisations across the sector to operate at a high digital maturity level by adapting new technology, achieving an improved standard of care for all.

How The Care Sector Is Integrating Tech Into Its Work

Solidified by government programmes like Digital Social Care Records (DSCR) and Electronic Patient Records (EPR), new technology within the care sector is a huge focus.

Implementation of technology should reduce time spent on admin-style tasks and free up more time for patient/service user care. Technology can assist, or completely take over, tasks like staff rostering, medication records, auditing and workforce management.

However, like with all change, there can be some resistance and concern around a reliance on technology. People question how beneficial it will be in the long run, or whether it’s just a gimmick.

It’s important for care-tech brands to educate and support their audience, and not just push their product in front of them. With a considered strategy, both on and offline, care-tech brands can use social media to solve common problems.

As A Care-Tech Provider, Who Are You Trying To Reach?

As a care-tech brand, it can often be tricky to understand who it is you’re actually targeting. Multiple groups have a say in the technology that gets implemented and what gets sidelined; it’s important to understand who makes what decisions to inform your strategies.

Operational/leadership roles

(Registered managers, care-home managers, operations leads, quality leads, NHS digital leads, CIOs, nursing directors)
This audience group have a high level of influence over what new technology is purchased and implemented. They need clear messaging, reassurance around risk and ease of rollout, and evidence of how your app or software will improve their service. They are often the final step in signing off on a purchase, so their confidence in your product offering is vital.

Frontline Workforce

(Carers, nurses, support workers, therapists)
These are the people who will likely be using your technology every day in their work. They are often time-poor and experience high levels of pressure, resulting in high turnover. They need reassurance that your product is easy to use and is addressing real challenges experienced in their role. The level of digital confidence ranges widely in this group, so practical “how-to” and “quick tips” messaging resonates. Although this group doesn’t usually select which technology is rolled out, their adoption of it determines success and whether it will continue being used.

System-Level Stakeholders

(ICSs, commissioners, local authorities, NHS digital transformation boards)
This group of people influence the sector as a whole. Although they don’t deliver the care, they set priorities and funding. Their main focus is on your product alignment with their policies, and its credibility. Being able to demonstrate scalability, safety, and futureproofing will really appeal to these stakeholders. They have a high level of influence and will often offer recommendations to multiple service providers if they’re impressed.

Families and Service Receivers

(Care recipients, relatives, informal carers)
Whilst this audience group may not be who you’re specifically targeting in order to create conversions, they will be affected by the changes your product has on the care provider, and set the expectations for the quality of care they should receive. Within the sector, care providers often use new technology implementation as a competitive advantage to attract more customers. Therefore, you must understand what the end user of the care provider wants and values to convert the care provider themselves.

Core Social Strategies That Work for Care-Tech Brands

The care sector is all about building trust and relationships. Social media is a space for community and humanity, meaning social media strategies for care-tech brands catering are important to get right. Below are some strategies that help care-tech brands create meaningful connections with their audience:

Educate Your Audience

Education is a key pillar for many brands on social media, not just care-tech brands. It can establish trust with your audience by answering questions and discussing topics that they have a genuine interest in.

Utilise your social media channels to demonstrate how your tech truly integrates into your audience’s workflow, not just hypothetical usage. Demonstrating an understanding of the reality of current processes, such as compliance, digital maturity, and the need to reduce admin tasks, is important. In doing so, your audience trusts that you are trying to work with them to fix common pain points, not just trying to turn a profit.

The education you post should be easily digestible, aimed at a time-poor audience. Using reels, carousels and infographics, rather than lengthy walls of text, makes it easy to consume whilst still creating value for your audience. By seeing regular, high-quality value from your account, your audience builds a stronger level of trust in you as a brand, and consequently, your product. Your audience builds a sense of trust with your brand by regularly consuming high-value content from you.

Use Your Product To Tell A Story

Through storytelling, you can bring humanity to your brand and product. The care sector is about humans helping humans, so it’s vital that your positioning also aligns with that.

Consider creating a series of day-in-the-life content from real users to evoke emotional responses. You can demonstrate how your technology saves users time, gives them peace of mind by reducing human errors, and enables better communication. Whatever problem your product solves, try to link that to an emotion your audience experiences.

If you add a human element to your social media strategy, it prevents your marketing from feeling clinical and sales-based. Instead, it will demonstrate that humans are at the centre of what you have to offer.

Build An Active Community

Social media should be about conversation, not broadcasting, so it’s important to build this into your strategy.

This is a particularly important part of your strategy when trying to reach frontline workers. You want to build a space where they can share their perspectives and struggles with each other and you. It will help you discover the struggles they face on a day-to-day basis and position yourself to help solve these. Post content like founder Q&As, polls, and discussion threads that a based around the sector.

Having an open and active community feel to your content also allows advocates to emerge; people discussing how they already use your technology and what benefits it has on their workflow. When making purchasing decisions, people often seek real user validation. It helps you stand out from the competition if you can establish a loyal group of product users to spread the word.

Present Evidence

Leadership and system-level stakeholders consider this content important as they need to be able to evidence and justify their spending decisions.

Proof of success content, such as before/after stories, or statistic-based infographics, should be easily digestible and clearly aligned to real pain points from within the care sector. Referencing key frameworks like DSCR and CQC quality standards demonstrates that your technology addresses real workflows, and transparency around challenges will make you appear more authentic, further solidifying trust.

In addition, the power of evidence is that it cuts through scepticism. If you can communicate this, it takes a lot of the risk out of the purchasing decision. It then makes it easier for your audience to justify to other purchasing decision makers.

Why Social Media Matters More Than Ever in Care-Tech

Social media is more important than ever in most industries, including the care sector. LinkedIn has become a space for care-leaders to educate themselves, problem-solve, network, and recruit. Instagram and TikTok have seen a rise in frontline providers creating and consuming story-based and visual content.

Therefore, if you don’t have a strong social media strategy for your care-tech brand, you are missing out on meeting your key audiences where they naturally show up. CQCs and sector bodies have increased their online presence, leading to more discussion through social media about care provisions.

Additionally, digital confidence is now being shaped on social media. The care providers expect transparency from the tech companies, and social media is an ideal place for this. You can create trust and demonstrate user advocacy to help support your sales strategies.

Failing to have proper social media strategies won’t just stop you from growing; it could actually harm your business. According to Sprout Social’s UK social media trends report, 71% of UK consumers say they would switch brands if those brands were slow to respond on social media. There’s a level of social media presence that is expected by customers online, and a failure to meet it will have consequences.

Conclusion

The care sector is actively taking a step towards further digitalisation of its services. Led by government programs like DSCR and EPR, there are still gaps for further adoption of technology to improve the overall standard of care.

As a care-tech brand, it’s important to understand the pain points experienced by everyone involved. If you can use social media strategies to address these issues through education, storytelling and evidence, you will give your brand humanity and earn trust from your audience. In turn, this will drive success and further adoption of your product or service, as well as improve the quality of care for all.