The older people’s services division of the Priory Group of Companies is undergoing an exciting transformation under its new name, Amore Care.
http://www.priorygroup.com/about-the-priory-group/our-services
The new banner represents a greater cohesion and strength of service across the 46 care homes for older people across England, Scotland, Wales and Northern Ireland currently in the Priory and Craegmoor portfolios.
A multi-million pound investment programme is underway to further enhance the quality of the care provision under the new Amore banner. This will continuously update and improve environmental standards of the older homes which currently operate under the Craegmoor banner, to bring them up to the same excellent quality found in Priory’s purpose built facilities.
The Priory Group, which since spring 2011 has included the Craegmoor services, has undertaken a marketing and brand review of its older people’s services, involving engagement with internal and external stakeholders.
The new Amore brand will focus on promoting the individual care services offered to older people across all the services.
The Priory Group – our services http://t.co/H5A0NirtP9 pic.twitter.com/5g1g74pTGL
— Will Corry (@slievemore) February 1, 2014
Priory has operated in the older people’s care sector since 2009 and has invested heavily in the development of 18 purpose-built homes creating 1,235 residential and nursing beds.
Janette Malham, Managing Director of the Older People’s Division, said: “While our name is new, our commitment to providing our residents the very best care and home environment is, and will always be, as strong as ever. And our residents will continue to be served by the same dedicated team members.
“The Amore Care brand will now be forming part of our promotional activity to raise greater awareness about our care homes for older people.”
It is anticipated that all the services for older people will be rebranded by the end of summer 2013. The strap line ‘A more individual experience’ has been created to tie into all marketing material and is reflective of the new name and the Group’s ethos of quality, value and innovation.
Sector Marketing Manager for the services Charlene Leak said: “The strap line enhances messages of person centred care and encompasses our range of services from day care through residential to nursing care.”
Amore Care will remain part of the Priory Group of Companies and therefore there is no change to limited company or registered provider status. The day-to-day operations of the homes will not change.
I hope that they change for the better – although it would be very hard for them not to. If Cooper House in Bradford is anything to go by, then like us I would suggest people stay away from the Priory Group for elderly care. They are solely interested in money and not the elderly.
An absolutely disgusting company and I am glad we took out our relations when we did.