Privacy Policy
SERENCROFT PRIVACY STATEMENT: RESIDENTS & FAMILIES
Serencroft Care Homes (“we”, “our” and “us”) are committed to protecting and respecting your privacy.
Our Commitment to You We are committed to providing individualised care, assistance, and the highest standards of nursing in a caring environment that fosters wellbeing and dignity. Please read the following carefully to understand how we may use and store your personal data.
This Privacy Notice applies to the personal data that we collect from and about you, including any personal data that is shared with us by Serencroft Care Homes.
Who We Are
We are Serencroft Care Homes. We are registered with the Information Commissioner's Office (ICO) and hold individual registrations for each company registered in the Serencroft group:
Cherryfield Homes Limited: Registration ZA336724
Gable Court NH Limited: Registration ZA486597
Hayes Cottage NH Limited: Registration ZA301911
Plane Tree Court – Altruistic Care Ltd: Registration ZA383959
You have the right to make a complaint at any time to the Information Commissioner’s Office (ICO), the UK supervisory authority for data protection issues (www.ico.org.uk). We would, however, appreciate the chance to deal with your concerns before you approach the ICO, so please contact us in the first instance by following our complaints procedure at each individual home.
Definitions
“Service User”: A person who receives, or applies to receive, any range of services available via a Serencroft Care Home.
“Recognised Advocate”: A family member, formal or informal advocate, next of kin, social worker, or anyone holding an enduring power of attorney for a Service User.
“Personal Data”: Any personal data relating to an identified or identifiable natural person.
“Process” or “Processing”: Anything we do with your personal data, including collecting, sharing, storing, using, and/or deleting it.
Data Protection Principles
We comply with data protection law, which requires that your personal information must be:
Used lawfully, fairly, and in a transparent way.
Collected only for valid purposes that we have clearly explained.
Relevant and limited only to those specific purposes.
Accurate and kept up to date.
Kept only as long as necessary.
Kept securely.
What is Personal Data?
Personal data is any information about you that allows you to be identified. This covers simple details like your name, email, and phone number, as well as factors specific to your physical, physiological, genetic, mental, economic, cultural, or social identity.
What Information Do We Collect About You?
The majority of your information comes from you and your family when you move in or choose a care home. As we get to know you, we collect more information to ensure care is person-centred. We also obtain information from GPs and other health professionals.
Serencroft may collect these kinds of personal information:
Basic Details: Name, address, date of birth, phone number, and email.
Financial Information: Payment history and how your care is funded.
Support Services: Records from Social Workers, Advocates, and GPs.
Health & Biometrics: Safeguarding records and biometric data.
Family Details: Next of kin, spouse/partner, children, and contact details.
Preferences: Hobbies, routines, habits, likes, and dislikes.
Visuals: Identification copies and photographs.
Communications: Letters sent to you or your family and logs of family visits.
Collecting Sensitive Information
We may need to collect "special category" personal data (such as health or religious beliefs). The law only allows us to use this for specific legal reasons, such as providing care or safeguarding.
Sources of Information: We may collect data from:
Government departments and national regulators.
The NHS, your Doctor, and healthcare providers.
Funding organisations.
How Do We Use Information About You?
We use your data to deliver compassionate, person-centred care. People are only allowed to access your information if they are involved in your care or managing care for Serencroft.
Your information is used for:
Managing your account and supplying services.
Providing appropriate care tailored to your needs.
Communicating with you (responding to calls/emails).
Legal Disclosures: Notifying regulators of incidents, or sharing data with a Coroner, the Police, or Safeguarding for formal investigations.
Marketing: Sending newsletters if you have opted-in (you may opt-out at any time).
Sharing Your Personal Information
We may share your information with:
Government departments and regulators.
The NHS and emergency services.
Funding and care-organising bodies.
Do I Have to Consent?
We seek consent for optional uses, such as surveys, marketing, or using your image on our website/social media. Where we have a legal obligation or a contract to provide care, we use a different legal reason to process your data.
Note: If you decide not to provide information, it may be difficult for us to meet your specific care needs.
Respecting Your Wishes and Rights
We typically share information with your knowledge. Most sharing occurs with professionals directly involved in your treatment (GPs, social workers, etc.). If you do not want non-care organisations to see your data, please notify your Home Manager.
We fully comply with the National Data Opt-Out Scheme. If you have expressed a preference via NHS Digital not to have your data shared for research and planning, we will respect that preference.
How Long Do We Keep Your Information?
We only keep information for as long as it is needed or required by law. Durations are outlined in our “Records Retention and Destruction Schedule Procedure”, available on our website.
CCTV in Our Care Homes
We use CCTV in some homes to provide reassurance, protect residents, and prevent crime.
Location: Cameras are used in communal areas only.
Privacy Protections: We consult with residents and relatives before installation, display appropriate signage, and ensure equipment is secure.
How to Contact Us
If you have questions regarding your personal data, contact:
Writing: Alyshba Jivraj-Bata, Data Protection Officer.
Address: Fora, United House, 9 Pembridge Road, London, W11 3JY.
Email: hr@serencroft.com
Telephone: 020 3972 9860.
Note: This Privacy Notice may change from time to time to reflect legislative changes. Updates will be posted on our website.