Healthcare: Barchester bids for media profile

Barchester Healthcare, the nursing home group controlled by Irish horseracing millionaires John Magnier and JP McManus, has called in PR agency support to boost its brand profile among the nursing and national media.

Barchester, bidding to promote its ongoing integration with Westminster Healthcare, which it bought in a £525m deal last October, is to use London-based redheadPR to raise its profile, handle crisis comms and issue PR advice to managers at its 163 homes.

Media relations work is targeting titles such as Nursing Times, Community Care and Nursing Older People, as well as journalists on national newspapers.

The agency, which was hired following a pitch process, is promoting the fact that Westminster properties have switched to the Barchester brand.

The redhead team reports to marketing manager Charlotte Spalding.

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