Hello. I'm Kerry.

I have worked in care homes for over a decade. Not in a head office. Not from a marketing agency. In the homes. On the floor. With the residents, the families, the night staff, the CQC inspectors, and the Sunday afternoon tears in the car park.

I have held the hands of people living with advanced dementia. I have sat with families making impossible decisions. I have led a home from Requires Improvement to Good, kept it running through a pandemic, and learned more about what matters in care than any marketing textbook could ever teach me.

And then I thought: why does none of this show up online?

The care sector does some of the most important, most human, most extraordinary work in the country, and most of it is invisible. The marketing does not match the reality. Not because care homes do not care about their image, but because they are too busy caring about people.

That is where I come in.

What I actually do

I help care homes show the world what they are really like. Not the stock photo version. Not the corporate brochure version. The real version, which is always better.

That might mean writing website copy that sounds like a real person rather than a compliance document. It might mean building a social media presence that families actually trust. It might mean sorting out your local SEO so that when someone searches "dementia care near me" at midnight, they find you instead of a competitor with a flashier website and half the heart.

It might mean helping you prepare your marketing and communications ahead of a CQC inspection so that the evidence of your brilliant care is visible, not buried.

Whatever it looks like, the goal is always the same: more enquiries from the right families, better occupancy, and a reputation that reflects who you actually are.

Why I am not your average marketer

Most marketing people learn about care as a sector. I learned about marketing inside care homes.

I have worked in activities, wellbeing, commissioning, sales, client success, and marketing across care settings ranging from single homes to multi-site groups with ten locations. I have built marketing functions from scratch, driven occupancy from zero in brand new homes, and created referral pipelines with local authorities, GPs, and hospitals.

I also have a BSc in Psychology and I am finishing a Master's in Dementia at Hull University. My dissertation is exploring care interventions for people who are both living with dementia and neurodivergent. You can follow that journey at asquarepeginaroundhome.com if you are interested, or just nosy.

What this means in practice is that when I write about dementia care, I am not Googling it first. When I talk about person-centred care, I am not quoting a textbook. And when I create marketing for your home, it is grounded in a genuine understanding of the people who live there, the families who love them, and the staff who show up for them every single day.

The bit about AI

I should mention this because it is genuinely relevant and not just a buzzword on my CV.

I have built four live digital products for the care sector, including dementiapocketexpert.com, which is an AI-powered knowledge tool that gives care staff instant, evidence-based answers to dementia care questions. I built it because I saw the gap. I also run an AI automation agency, UK Business Automations, helping businesses use AI to work smarter.

Why does this matter for your care home marketing? Because I use AI tools every day to create better content faster, analyse what is working, automate the tedious stuff, and spend more time on the creative, strategic thinking that actually moves the needle. You get the output of a team with the cost of one person. That is not a sales pitch. That is just how I work.

A bit more about me

I am proudly neurodivergent. I have ADHD, which means I see connections and opportunities that other people walk past, I can hyperfocus on a problem until it is solved, and I care deeply about how environments, language, and culture affect people.

It also means I have no patience for waffle, which is probably why you will not find any on this page.

I live in Gravesend in Kent. I have creative daughters who occasionally let me steal their artwork for my projects. I am slightly obsessed with person-centred care, storytelling, and making the care sector look as good online as it is in real life.

What I will not do

• Give you a generic template and call it a strategy.
• Suggest stock photos of elderly people laughing at salads.
• Use the phrase "state-of-the-art facilities" unless your home literally has a robot butler, in which case I want to see it.
• Create more work for your already stretched team. Everything I do is designed to take pressure off, not add to it.
• Pretend that marketing is more important than care. It is not. But good marketing makes sure that good care gets seen, gets chosen, and gets the recognition it deserves.