Story Angles for Journalists

Ready-to-Write Story Ideas

CONSUMER / HUMAN INTEREST

Story Angle #1: "The Surprising Thing Families Look For in Dementia Care (And It's Not Medical Care)"

Angle: Data analysis reveals food quality mentioned more than medical care in reviews. Why? Adult children assume medical competence but desperately need reassurance their parent is happy.

Perfect for: Daily Mail, The Guardian (Weekend), BBC News (Health), ITV This Morning

Hook: "When Jane visited care homes for her mother, she expected to focus on medical credentials. Instead, she found herself obsessing over the lunch menu…"

Key Data Points:

• Food quality: 35.5% mention rate
• Medical care: 8.6% mention rate
• Food mentioned MORE than cleanliness (20.2%), activities (16.8%)
• Why: 3 meals daily = 1,095 touchpoints annually

Interview Opportunity: David White can explain the counterintuitive finding + families can share their experiences

Story Angle #2: "The 30-Day Window: What Every Family Must Do Immediately After Dementia Diagnosis"

Angle: Critical legal actions, Lasting Power of Attorney (LPA) must happen while a person has capacity. Delay means losing control of decisions. The platform provides an urgent checklist.

Perfect for: The Telegraph, Times (Money section), Which?, Money Saving Expert

Hook:"Sarah assumed she had time to sort out her father's legal affairs. Three months later, he'd lost capacity – and she faced a six-month court battle for control…"

Key Data Points:

• LPA takes 8-12 weeks to process
• Mental capacity can be lost during this window
• Without LPA: £400 Court of Protection fee, 6-12 months wait
• Cost: £82 per LPA vs £400+ for Court alternative

Interview Opportunity: David White + solicitor specializing in dementia law + family who missed the window

Story Angle #3: "The 8-12 Year Journey No One Tells You About: Mapping Dementia Care From Diagnosis to Death"

Angle: Most resources focus on single moments (diagnosis OR care home). Reality is a long journey. Platform maps all six stages.

Perfect for: The Observer, Sunday Times Magazine, BBC Radio 4 (You & Yours), The i

Hook: "When Robert's wife was diagnosed with dementia, everyone focused on what to do now. No one mentioned the 10-year journey ahead…"

Key Data Points:

• Average journey: 8-12 years
• Six distinct stages, each with different needs
• Total lifetime cost: £400,000-1,000,000
• 140,000 new diagnoses annually in UK

Interview Opportunity: David White + families at different journey stages + healthcare professionals

Story Angle #4: "5,000 Care Home Reviews Reveal What Good Care Actually Looks Like"

Angle: Data-driven analysis of what makes families rate care homes highly. Surprising findings: kindness > credentials, food > facilities.

Perfect for: Financial Times (Weekend), The Economist (Britain section), New Statesman

Hook: "Analysis of 5,000 care homes reveals a gap between what regulators measure and what families value…"

Key Data Points:

• Care quality: 80.7% mention
• Staff quality: 77.2% mention
• Warmth & kindness: 52.1% mention
• Top 3 factors account for most satisfaction

Interview Opportunity: David White + families sharing their experiences + care home operators

INVESTIGATIVE / CRITICAL

Story Angle #5: "The £500,000 Question: Why Care Funding in the UK Devastates Middle-Class Families"

Angle: Average care costs £62-94K/year for 8-12 years. Platform helps families understand costs early and plan accordingly.

Perfect for: The Guardian (Society), Channel 4 News, BBC Panorama, Private Eye

Hook: "The average dementia journey costs £400,000-1,000,000. Most families have no idea until it's too late to plan…"

Key Data Points:

• Weekly cost: £1,200-1,800
• Annual cost: £62,000-94,000
• 8-12 year duration = £400K-1M total
• Means test threshold: £23,250
• Only 4.4% of reviews mention cost (quality > price)

Interview Opportunity: David White + financial advisors + families bankrupted by care costs

Story Angle #6: "The Care Home Rating Gap: Why 'Outstanding' CQC Ratings Don't Guarantee Happy Families"

Angle: CQC Outstanding homes only 0.15 stars better on customer ratings. Regulators and families measure different things.

Perfect for: Health Service Journal, The BMJ, BBC News (Investigations), Sky News

Hook: "CQC ratings measure compliance. Families care about happiness. That gap matters…"

Key Data Points:

• CQC Outstanding: 4.47 Google stars
• CQC Good: 4.32 Google stars
• Difference: Only 0.15 stars
• 92.8% of homes are rated "Good" by CQC

Interview Opportunity: David White + CQC perspective (if possible) + families discussing expectations

Story Angle #7: "The Review Desert: Why 79% of Care Homes Have Fewer Than 5 Reviews (And What That Means)"

Angle: Care homes aren't asking for reviews, leaving families with little data. Platform attempting to change this.

Perfect for: The Times (Business), Bloomberg, TechCrunch

Hook: "You wouldn't book a hotel with 5 reviews. Yet families choose care homes—for their parents' final years—with similar data…"

Key Data Points:

• Average 5.4 reviews per home
• 79% have 0-5 reviews
• Only 1% have 50+ reviews
• Hotels average 200+ reviews, restaurants 100+

Interview Opportunity: David White + digital reputation experts + families struggling to find data

REGIONAL / LOCAL

Story Angle #8: "[Your City] Dementia Care: How Local Homes Compare to National Average"

Angle: Regional performance data. How does Manchester/Birmingham/Leeds compare? Which local homes rate highest?

Perfect for: Manchester Evening News, Birmingham Mail, Yorkshire Post, regional BBC, local radio

Hook: "New data reveals Manchester care homes average 4.29 stars—below the national 4.32 average. But three local homes rate 4.8+…"

Regional Data Available:

• South East: 4.43 stars (974 homes)
• East England: 4.42 stars (603 homes)
• South West: 4.34 stars (718 homes)
• National Average: 4.32 stars
• London: 4.23 stars (441 homes)
• North East: 4.23 stars (362 homes)

Interview Opportunity: David White + local families + highest-rated local homes

Story Angle #9: "Local Entrepreneur Launches National Dementia Care Platform"

Angle: Founder story. Business background applied to social problem. Local angle.

Perfect for: Local business journals, regional BBC, local radio

Hook: "[Your location] business consultant David White spent 40 years helping Fortune 500 companies. Now he's helping families navigate dementia…"

Key Points:

• 40 years business consulting experience
• Fortune 500 clients (IBM, Disney, Vodafone, Sony Pictures)
• Engineering background applied to human problem
• Data-driven approach to emotional decisions

Interview Opportunity: David White profile + local families using platform

BUSINESS / TECH

Story Angle #10: "The £5 Billion Opportunity: How One Founder Built a Care Platform That Refuses Care Home Money"

Angle: Unusual business model. Independence as competitive advantage. Revenue from other sources.

Perfect for: The Times (Enterprise), Financial Times (UK Companies), Business Insider

Hook: "Most care directories take payments from providers. DementiaCarechoices.com refuses—and thinks that's its competitive advantage…"

Key Points:

• No commissions from care homes
• Alternative revenue model (memberships, services)
• Independence as value proposition
• Can you build profitable business without pay-for-placement?

Interview Opportunity: David White on business model innovation

Story Angle #11: "Data vs. Compassion: Can Algorithms Help Families Make Better Dementia Care Decisions?"

Angle: Using data analytics for emotionally fraught decisions. Engineering approach to human problem.

Perfect for: Wired UK, New Scientist, MIT Technology Review

Hook: "David White's background is radar missile guidance systems. Now he's applying that systematic thinking to dementia care…"

Key Points:

• Engineering background applied to care decisions
• 5,493 homes analyzed systematically
• Data reveals counterintuitive patterns
• Can systematic analysis help with emotional decisions?

Interview Opportunity: David White + data scientists + ethicists

HEALTH / PROFESSIONAL

Story Angle #12: "What 4,386 Family Reviews Tell Us About Quality of Life in Dementia Care"

Angle: Evidence-based insights for healthcare professionals. Gap between clinical measures and family priorities.

Perfect for: British Journal of General Practice, Nursing Times, Community Care

Hook: "GPs focus on clinical outcomes. Families focus on happiness. This data bridges the gap…"

Key Points:

• Warmth & kindness: 52.1% mention
• Medical care: 8.6% mention
• Quality of life prioritized over clinical outcomes
• Implications for care planning

Interview Opportunity: David White + healthcare professionals + geriatricians

Story Angle #13: "The Legal Time Bomb: Why GPs Should Discuss LPA at Dementia Diagnosis"

Angle: Many families miss the capacity window. GPs could prevent this by standardizing LPA advice at diagnosis.

Perfect for: Pulse, GP Magazine, BMJ

Hook: "Three months after diagnosis, 30% of patients have lost capacity for LPA. Yet most GPs don't mention it at diagnosis…"

Key Points:

• LPA requires mental capacity
• Takes 8-12 weeks to process
• Capacity often lost during this window
• GPs should standardize LPA discussion at diagnosis

Interview Opportunity: David White + GPs + solicitors + families

OPINION / ANALYSIS

Story Angle #14: "Why I Built a Free Dementia Care Platform (And Why It Had to Be Free)"

Angle: First-person founder perspective. Why independence matters. Why families deserve free access to quality information.

Perfect for: The Guardian (Comment is Free), The Times (Opinion), Prospect Magazine

Hook: "In business, I've always believed in earned trust over paid placement. Dementia care families need that more than anyone…"

Author: David White (first-person op-ed)

Key Arguments:

• Trust is earned, not bought
• Independence protects truth
• Free access is ethical imperative
• Business model can work without compromising values

Story Angle #15: "The Dementia Care Lottery: Your Postcode Determines Your Options (But It Shouldn't)"

Angle: Regional variation in care quality and availability. Platform provides national view regardless of postcode.

Perfect for: The Independent, HuffPost UK, openDemocracy

Hook: "If you live in the South East, average care home rating is 4.43 stars. In London? 4.23. That 0.2 difference represents hundreds of families' experiences…"

Key Points:

• Regional performance varies significantly
• Urban areas score lower than suburban/rural
• Platform provides equitable access to information
• Postcode shouldn't determine care quality

SEASONAL / TIMELY

Story Angle #16: "New Year, New Diagnosis: What Families Should Do in January After Christmas Dementia Concerns"

Timing: January (many families notice changes over Christmas)

Perfect for: National newspapers, magazines, BBC Breakfast

Hook: "Christmas gatherings often reveal what families have been denying: something's changed. What to do in January…"

Story Angle #17: "Mother's Day Reality: When Mum Doesn't Remember You Anymore"

Timing: March (Mother's Day)

Perfect for: Women's magazines, Sunday supplements

Hook: "Mother's Day visits to care homes when your mother doesn't know who you are…"

Story Angle #18: "Budget 2026: What Families Need From the Chancellor on Dementia Care Funding"

Timing: Budget announcement

Perfect for: Political coverage, economics sections

Hook: "850,000 families face catastrophic care costs. What should the Budget do about it?"

USING THESE STORY ANGLES

For Journalists

These story angles are provided to make your job easier. Each includes:

• Clear hook/opening
• Key data points
• Suggested outlets
• Interview opportunities

Customization Available

We can provide:

• Regional data cuts for local angles
• Exclusive access to new data before public release
• Introduction to families willing to share stories
• Expert connections (solicitors, financial advisors, etc.)
• Custom data analysis for specific story needs

Embargo Opportunities

For major features or investigations, we can provide embargoed access to:

• Quarterly data reports
• New platform features
• Special analysis projects
• Regional deep-dives

CONTACT FOR STORY DEVELOPMENT

General Press Inquiries:
Email: [emailprotected]
Phone: +44 (0)746 3640853

Data/Statistics Questions:
Email: [emailprotected]

Founder Interviews:
Email: [emailprotected]

Family Story Connections:
We can introduce you to families at various journey stages who are willing to share their experiences (with appropriate privacy protections).

Last Updated: 20 January 2026

New story angles added regularly. Subscribe to Press Notes for monthly updates: [emailprotected]