Strategy is the new buzzword in aged care – but it’s time to think bigger

As operators map out their future in ageing services, the sector must lead a bold transformation – not just play catch-up.

Aged care and retirement living operators are ramping up their strategies – from rebrands to bold new marketing campaigns – but what’s missing is a national, united vision.

This year alone, we’ve seen major players stake out their turf:

• HammondCare (led by CEO Andrew Thorburn, pictured below) launched ‘We Do’, a pledge to expand services for complex care, dementia and palliative needs.
• Opal HealthCare, the country’s largest aged care provider, has released a new campaign focused on joy and community.
• Levande entered the market with its debut brand push: ‘Everyday Exceptional’.

These efforts reflect a real shift. As Cam Ansell of Ansell Strategic said at the LEADERS SUMMIT:

“We’ve done more strategic planning in the past five months than the past five years.”

Why?

Because the old models won’t cut it. Government policy is clear: providers must become more consumer-focused and less reliant on subsidies. With rising care needs, higher accommodation costs, and ageing at home the likely future for most Australians, strategy alone won’t save the system. Only 5% of people over 65 will have access to age-appropriate housing by 2030. Hospitals are full. Aged care beds are in short supply. Taxpayer funding is stretched across defence, disability, and debt.

The only scalable answer? Bring care into the home.

As we highlight in this edition, some operators are already stepping up:

• St. Basil’s NSW/ACT is reinventing its model around assisted living and community-integrated healthcare hubs.
• Care Connect is focusing on allied health and multidisciplinary home care.
• Anglicare Sydney is rolling out a hybrid private care model that could redefine retirement living.
• Technology in the home keeps older people living independently and saving lives.
• Land lease operators are also transforming the sector into a potential housing solution for all ages.

These innovators are leading the charge – but working in isolation. What we need now is Plan T: a sector-wide movement, a Coalition of the Willing, to identify system pain points and find real solutions for Government. Aged care finally has a Minister and a mandate. Let’s not waste it. The future of ageing in Australia won’t be solved by strategy alone. It needs transformation – and it starts now.