By Care Choices | November 3, 2026
Last Updated on November 3, 2026
Not every care seeker starts their search online. While digital marketing plays a vital role in helping people find care, relying on a single channel could mean missing potential clients. The most effective marketing strategies combine print and digital to ensure services remain visible wherever people choose to look.
Effective marketing is about more than simply being visible – it is about being visible to the right people, at the right time, through the channels they trust and use.
For many care providers, digital marketing forms a significant part of their strategy. Websites, social media, online directories and search engine optimisation all have an important role to play in helping people find care and support services.
However, relying solely on digital channels could mean missing people who need your services.
Who are you missing?
Research from Age UK highlights the ongoing challenge of digital exclusion among older people. Around 2.1 million people aged 65 and over do not use the internet, while 4.9 million lack the basic digital skills needed to use it effectively. Even among those who are online, some prefer having access to printed information when making important decisions.
This is particularly relevant when people are looking for care. Care decisions are rarely straightforward. They often involve families navigating complex choices during periods of stress, uncertainty or change. In these situations, printed information offers a valuable resource that can be read at leisure, shared with relatives, discussed with professionals and referred back to over time.
Print + Digital, not Print vs Digital
The most successful marketing strategies recognise that there is no single route into care. Some people begin their search online, while others seek advice from local authorities, health professionals, community organisations or trusted printed resources.
That is why a balanced marketing approach is so important.
For more than 30 years, Care Choices has connected care seekers with providers through a combination of trusted printed publications and online visibility. Our free care guides are distributed through local authorities, hospitals, GP surgeries and community locations, placing information directly into the hands of people who are actively seeking care and support.
At the same time, providers benefit from a strong digital presence through the Care Choices website, helping ensure they can be found by those who prefer to search online. The goal is not to choose between print and digital. It is to ensure your organisation is present wherever care seekers look for information.
By combining these channels, care providers can create more opportunities to connect with people looking for the care and support they provide.
Care Choices helps care providers reach people looking for care through a combination of trusted print publications and online visibility. Explore the ways you can connect with more care seekers and make sure your service is seen wherever people choose to look.
