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Cineraria Senetti Deep Blue (P)

I bought two Cineraria as above some 6 weeks ago, planted in border and they have been in full bloom until last few days when all the flowers have finished together despite dead-heading.  There has been an awful lot of rain which has not helped I'm sure!

Should I have been cutting away the whole stem or just dead-heading as with other plants?
What have I done wrong?  
Any suggestions on how to encourage more flowers will be greatly appreciated.
Thank you
EEW North Wales
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