Engagement
More than just TV: how better engagement delivers better care
Francesca McPhail, key account manager at Airwave Healthcare, explains how advanced TV systems can bring benefits to residents and help care homes stand out in a competitive market
The care home sector is at a critical juncture, driven by a combination of demographic, social, and economic factors. As society grapples with the challenges and opportunities an ageing population poses, the role of care homes is being redefined. The traditional model of care homes, characterised by basic residential and nursing support, is giving way to innovative ‘later living’ models that offer a richer blend of services. These new approaches emphasise independence, personalisation, lifestyle enrichment, and healthcare support. Care homes cater to a broad spectrum
of affluence levels. From budget-conscious options to high-end facilities, all care homes
must demonstrate value. Technology is becoming a key differentiator, particularly in premium offerings, where residents and their families expect state-of-the-art systems that justify higher costs. Many residents entering care homes today are familiar with technology, having used smartphones, tablets, and streaming platforms in their daily lives. They expect these amenities to be available in their new living arrangements. In an increasingly competitive market,
with families meticulously comparing options before making a choice, care homes must distinguish themselves by offering services and amenities that align with the expectations of modern residents. Those that fail to adopt
innovative solutions risk losing residents to competitors that embrace technology. Advanced TV and engagement systems
provide an opportunity for care homes to stand out by offering: n An engaging resident experience that appeals to families seeking quality care.
n An innovative approach to operations that aligns with modern expectations.
n A premium offering that justifies higher pricing for affluent clients while remaining adaptable for more budget- conscious services.
Furthermore, rising operational costs, including staffing and regulatory
January 2026
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