Case Studies
How Mobiles.co.uk Increased Their Third Party Review Score By 177% Using Reviews.co.uk
December 28, 2017
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3 min read
Driven by empathy, evidence, and real-world need, the brand has become a trusted name in therapeutic skincare and a powerful force for social good.
Their long-standing pledge, the Nursem Promise, continues to deliver real impact - offering free hand cream to nurses and midwives with every product sold. And while the early days of COVID-19 brought that mission into sharp focus, today it lives on as part of Nursem’s deeper purpose: to care for those who care for us.
Nursem was founded by husband and wife team Jonny and Antonia Philp. As a paediatric nurse, Antonia faced constant skin irritation from the frequent handwashing required in her role. Her personal struggle revealed a widespread problem - 87% of nurses suffer from contact dermatitis, washing their hands on average 55 times per day.
Determined to find a solution, the Philps spent seven years developing a gentle yet effective formula in collaboration with nurses, scientists, and Newcastle Science City. The result is a skincare line designed specifically for hardworking hands, one that’s now helping healthcare professionals across the UK.
At the heart of Nursem’s story is the Nursem Promise - a pledge to donate a month’s supply of free hand cream to a nurse or midwife for every product sold.
“We wanted to care for those who care for us,” explains Marketing Executive Ed Steven. “Thanks to the Nursem Promise, we’ve helped over 30,000 healthcare professionals, and that’s something we’re incredibly proud of.”
This initiative continues to resonate with customers, many of whom mention the Nursem Promise in their reviews. It’s not just a feel-good policy, it’s a purpose-driven strategy that builds trust and fuels growth.
From the start, Nursem has prioritized feedback - especially from the professionals who inspired the product:
“We worked closely with nurses throughout development, so feedback has always been central to our brand. Using REVIEWS.io, we’re able to track sentiment and apply it directly to product development, operations, and customer service.”
These reviews do more than guide decisions. They validate the brand’s mission and fuel emotional connection. For many customers, Nursem is the solution they’ve been seeking for years, and they’re eager to share their stories.
Not all feedback is glowing - but that’s exactly the point!
At REVIEWS.io we believe in full transparency. That involves taking a proactive approach when it comes to how to handle bad reviews, and we’re thrilled to work with companies that share our ethos:
“We never view a bad review as ‘bad.’ It’s an opportunity to improve. We respond quickly and always aim to resolve issues with transparency.”
This ethos of openness aligns with healthcare itself, where continuous improvement is part of the job.
Before implementing a review platform, Nursem’s inbox was overflowing with messages of thanks. By creating social proof marketing banners, Nursem uses their positive reviews to full effect, allowing them to grow as a business and deliver even more free formula cream to those who need it most.
“We wanted to amplify the feedback we were already receiving. With social proof tools like banners, we can display reviews across our site and marketing - and show new customers what real people are saying.”
This visibility helps build confidence and boosts conversions, especially when buyers know their purchase supports a greater mission.
While the Nursem Promise was always central to the brand, it became even more vital during the early days of the COVID-19 pandemic. With frontline workers under immense pressure, demand for soothing, protective hand care surged.
Nursem responded quickly, launching the #HandsUpForNurses campaign in March 2020 and distributing free hand cream to 10,000 NHS staff.
“The pandemic showed how urgent our mission really was. We received thousands of direct enquiries from NHS workers, and we worked hard to support as many as we could.”
The crisis tested every business. For Nursem, it was a defining moment that proved the value of purpose-driven agility and deepened their connection to the community they serve.
Nursem shows what’s possible when brand purpose, product quality, and customer voice align. They’ve turned compassion into action, and action into long-term impact.
Whether responding to a healthcare crisis or simply improving their formula, their secret is simple: they listen. And with tools like REVIEWS.io, they amplify that listening at every stage of the customer journey.
Want to see how feedback can fuel your own brand mission? Book a demo with REVIEWS.io today!
