A LEADING care provider this week apologised after a marketing campaign left Minehead pensioners fearing their families were trying to put them into a residential home in the town.

Somerset Care sent out personally-addressed letters to an undisclosed number of over 65s living in the TA24 postcode area, inviting them to book a tour of the facilities at Minehead's Wyndham House care home.

Headed "Do you or someone you know need residential, day or respite care?", the letter introduced the home's manager Madeleine Flanagan and detailed the care on offer.

But rather than spark interest in the company, at least two of the letters caused distress to families living in Minehead.

One elderly woman feared her family was trying to move her into a care home without her knowledge, while a retired couple were convinced someone had leaked confidential medical records - a claim categorically denied by Somerset Care.

A Minehead resident who asked not to be named told the Free Press he did have health issues and was distressed by the fact the letter had been addressed to him by name.

"This letter asking me if I needed care or I knew anyone who needed care come out of the blue and it greatly upset me," he said.

"I have never been approached in such an insensitive way before.

"I know someone in their 80s who received one and she was absolutely distraught by it.

"I'm still spitting feathers. It concerns me that they are targeting people using inside information.

"I think these letters must be upsetting lots of people and I don't think Somerset Care should be allowed to get away with it."

His wife was equally critical, saying: "This is extremely aggressive marketing.

"How did they get my husband's name? It bothers me that other people will have received these letters and also been upset by them.

"I asked Somerset Care where they had got the information from but they would not tell me."

Somerset Care is one of the largest not-for-profit healthcare providers in the South of England and provides both care home facilities and community care for people in their own homes.

A spokesman apologised and said the company had not intended to cause any upset or offence.

She said the letters had been sent out as "positive news" to highlight the facilities available to older residents.

"We apologise sincerely for any distress which was caused to any recipients of the letter and wish to assure them that this was unintentional," said the spokesman.

"Somerset Care tries to provide as much positive news as possible to reassure clients and prospective clients of the very positive work we do.

"As part of this we recently contacted a number of people in the Minehead area to inform them of the services available in the town, should they or anyone close to them require it."

The spokesman also sought to reassure recipients that no one had accessed confidential medical records when the target list of names was drawn up.

"The names and addresses of the people we contacted were obtained from a reputable company who supply mailing lists, and the company removed the details of people who had said they did not wish to be contacted in this way," she said.

It is not known how many letters were sent to residents living in the TA24 area, which includes a large swathe of West Somerset including Minehead, Cutcombe, Exford, Simonsbath and Porlock as well as Blue Anchor, Carhampton, Wootton Courtenay, Timberscombe and Dunster.

The letter describes Wyndham House as a "gracious country house in a tranquil setting, providing single room accommodation for 50 residents".

It continues: "We can offer care for long or short term and also provide respite care which can be so vital for family carers wishing to have a break during the summer.

"I would be delighted to arrange a tour of our facilities for yourself or your family."

The Minehead pensioner who received a copy said he had extensive experience of running a care home in the past and added: "We would never have done something like this as it was obvious it could cause upset."