It's a pity that the present home care system's financing relies on commercial attitudes and a marketing approach, rather than a total focus on older people and their needs. A Guardian blog by someone who had a good experience of her mother's death and wanted to work with older people to give something back, presents caring principles (hour-long visits by her carers, good use of technology for efficiency) in the service she set up. But actually the blog post is an unashamed advert for her service and says nothing about what she charges for this luxury provision. The criticism of services that do not meet her principles does not look critically at the cost pressures on services that may have to provide care in austerity England. An approach to social care that is focuses on marketing is always going to be suspect.
Link to the blog post.
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