Claire Ward

Anchor Excellence

Operationalising Additional Service

Thursday 13 October 2022

12:15pm – 12:45pm

Speaker Bio

Claire Ward brings a strategic lens to a highly consumer-driven marketplace. With over 10 years of experience

working across home care, residential aged care and retirement living she has an outstanding level of skill,

knowledge and expertise. Claire offers significant value in developing and deepening customer experience, as well

as using data to effectively inform business decisions. With a wealth of marketing and communication pedigree,

Claire is able to create and deliver effective strategies that drive lead generation, acquisition, consumer loyalty and

financial growth.


Additional Services has been problematic from inception, with providers grappling with four key issues

1. how to make it financially viable and recognise revenue,

2. how to make it work operationally and not increase the workload for the team,

3. selling the program to prospective consumers (and the team) and finally

4. how to ensure consumers and their families see ongoing value in the offering.

On top of that, and once the Board and Executive are invested and committed in the vision and have the strategy, there is the planning, execution and an implementation journey that involves actions such as;

  • Consumer and team engagement,
  • Updating contracts and deciding on whether the organisation considers third-party payments,
  • Amending or creating new policies and processes,
  • Procurement,
  • Integrating the additional service’s conversation into the tour process.

There is no one size fits all approach!

In this session, you will hear about;

  • Different models
  • What success looks likes
  • The elements that make up the journey to get there
  • Case studies

Additional Services is a consumer-centric program that ultimately should add value to the lives of the people in aged care but also, in turn, add revenue to your balance sheet. Additional services are contentious. So what does it take to make it work; a clear strategy that addresses the tensions between financial viability and sustainability, operationalising and resourcing and perceived value from aged care consumers and their families. One size does not fit all!