Healthcare | Business World Australia | 3To reach our editorial staff with questions or comments please write to: email@example.comWelcome to the Healthcare Feature Book!This Feature Book will help you, our informed readers or prospective advertising/featured clients,gain perspective on the different types of companies we’ve written about in the past, and whichcompanies have placed strategic adverts in our publication as a means of appealing to our 70,000+readers across the nation.Our Healthcare readers span from all corners of the country, and stem from key coverage mar-kets such as:• Biotechnology and Pharmaceuticals• Medical Device/Supplies/Equipment Manufacturers and Distributors• Private Hospitals• Aged Care Facility Operators• Retirement Village Operators• Peak Industry Bodies including Government Agencies, Industry/Trade Associations andProfessional Associations/MembershipsThis Feature Book will also provide our prospective advertising clients and featured guests an ideaof our design capabilities, editorial competency, and the various advert sizes available.We hope that you take away the information you need from this material; in order to make asound business decision of working with Business World Australia.Sincerely,Raza MalikPublisher & Head of Editorial ContentBusiness World Magazine Pty LtdLevel 12, 280 George StreetSydney NSW 2000
Healthcare | Business World Australia | 5Business World Magazine Pty LtdLevel 12, 280 George StreetSydney, NSW 2000Phone: (02) 8003-6915Fax: (02) 8252-0812Email: firstname.lastname@example.orgABN: 87 146 751 528ACN: 146 751 528Publisher & Head ofEditorial ContentRaza Malik email@example.comResearch DirectorsSanjeev Amirsamir@bwam.com.auWaqas Khokharwaqas@bwam.com.auJody Andruszkiewiczjody@bwam.com.auAli Siddiquiali@bwam.com.auCreative Art DirectorRick Sandhu firstname.lastname@example.orgEditor-in-ChiefAdam Zarboniazarboni@bwam.com.auAssociate EditorSafa Maliksmalik@bwam.com.auManaging DirectorTaz Maliktmalik@bwam.com.auWith over 70,000 senior executivereaders, Business World Australiais proud to offer an attractive plat-form to share your message with thepeople that matter most - your cus-tomers. Whether your objective is topromote a new product, to attract fi-nancial investment or to build brandrecognition, we stand ready to help.To find out more about being featuredin BWA, please contact our Pub-lisher & Head of Editorial Content,Raza Malik atPh: (02) 8003-6915 or viaEmail at email@example.com
Healthcare | Business World Australia | 7HowardWrightisoneofthoserarethings:Ana-tive New Zealand business that started almostorganically, and one that keeps on growing.Howard Wright started his business in the early1950s in the basement of his house manufac-turing hand wrought iron parts and structures. Hewas asked by a nurse who knew of his engineering andmechanical reputation to see if he could manufacturea more accessible modern hospital bed. She had seensome modern designs while travelling overseas andknew that New Zealand would truly benefit from themodern design ideas that they had implemented intheir mechanical hospital beds. Howard was not oneto shirk from a challenge and he enthusiastically tookon the project. In his research he found that not onlycould he build a bed similar to the ones found overseas,he could markedly improve upon the design and func-tion of the beds.Upon completing his first project, Howard Wright’sdesigns and technical skill began to gain notabilitythroughout the New Zealand medical community. De-mand for his beds grew at such a rate that Mr. Wrightwas forced to abandon his basement business, and in-corporated his operations as Howard Wright Limited;
Healthcare | Business World Australia | 9opening his first dedicated bedmanufacturing factory in 1963.By 1970, Howard Wright Lim-ited was manufacturing almostall of the new hospital beds thatwere in use in New Zealand.However, in 1976 came thebreakthrough that would per-manently cement his companyand its designs internationally.The M4 bed, using the latest inhydraulic technology made themedical bed the easiest, mostmulti-purpose bed in the in-dustry, a design philosophy thatHoward Wright Limited stilluses today. The beds now usethe latest technology available,and moved from hydraulic pow-ered parts to become completelyelectric. This allows for them tobe run off batteries, be less bulkyand over all easier to integrateinto a healthcare environment.The simple recipefor success“A big contribution to our suc-cess is that we try to understandour users and their experiences.What we learn through this pro-cess we impart into the prod-ucts as we develop them,” saysHoward Wright’s CEO, BruceMoller. Moller began workingfor the company in 1991 as theGeneral Manager. In 1997, hebecame the CEO and has main-tained that role ever since.“It’s a simple concept and a pro-cess we really enjoy and with theawards we have gotten in the lastfew years has shown that it isworking very well.” The currentversion of the M8 medical bedhas won several design awards,at home and abroad.Thisisreallynosurprise.TheM8serves a multitude of purposes,and thus reduces hospitals needto purchase more than one bedor transportation system. Withonboard configuration controlsand a backup battery, the M8reduces physical strain on bothpatients and their caretakers.“This is important,” says Moller,“somethingassimpleasreducingthe amount of times a caregiverhas to bend over and lift some-thing reduces the amount of on-the-job injuries, which equalsless down time.” When asked
12 | Business World Australia | Healthcarethat since the beds they designserve a multitude of functionsand reduce injuries to staff, didthis mean that the bed, after theinitial purchase, eventually paysfor itself?“Oh yes,” replied Moller, “Notjust once but many times over.”The evolution ofdesign: Simple,Smart, and HumanThe M series of beds has evolvedover the years, continually tak-ing advantage of technologicaladvances and design innova-tions from the Howard Wrightdesign team. Howard Wright’sM8 critical care bed has won thetop award at the Australian In-ternational Design Awards, theinternationaliFdesignaward,anaward from the German basedRed Dot awards, and an awardfrom the Designers Institute ofNew Zealand in the Best DesignAwards. “Howard was an inno-vative person, and that spirit hasbeen infused into the companyculture which continues to thisday,” says Moller.About the awards they havebeen recognized for, Moller isextremely grateful. “We knowthat we are a small company, butwe are pretty focused, and obvi-ously we must be getting the mixright.”Part of this spirit of innovationand design was realized whenthe company took a look at it-self and decided that it neededto upgrade some aspects of itsdesign process. “Six years agowe got involved with the NewZealand Government’s ‘BetterBy Design’ program, and thatprogram was about integratingdesign into our processes. At thetime we had very good engineer-ing capabilities, but by bring-ing in industrial design into themix, it has really increased our
Healthcare | Business World Australia | 13are proud to be preffered suppliers toHoward Wright“from concept to reality”manufacturers ofthe tow and farm rangewww.towandfarm.com- concept- research- design- prototype- manufacture- test- commercialise- realitytow and collectmanure collector and pasture cleanertow and mowQuad bike (ATV) Toppers / SlashersMetalform (Dannevirke) Ltd, Easton Street, Dannevirke, New Zealand0064 6 374 7043 | firstname.lastname@example.org | www.metalform.co.nz
14 | Business World Australia | HealthcareLift Assist™ Backrest uses a drop-seat designwhich uses the patient’s weight to help raise thehead of the bed while cradling the patient tohelp reduce boosting.Stryker Prime™SeriesMobile. Safe. Efficient.Extraordinarily mobile and user-friendly, the Stryker Prime Series stretchers aredesigned to greatly reduce the physical strain on clinicians while enhancing patientcare and comfort. Advanced mobility options such as the Zoom Motorized DriveSystem or Big Wheel make transporting heavy patients easy, while electric function-ality allows patients to adjust their own position without calling a caregiver forassistance. Fully equipped and highly configurable, the Stryker Prime Series allowsyou to create the ideal solution to meet your specific needs.Electric functionality, including exclusiveChaperone® Stretcher Exit System, gives controlto the patient while helping reduce the riskof patient falls.Zoom Motorized Drive System on theStryker Prime stretcher virtually eliminatesmanual pushing.The Big Wheel can reduce start-up forceup to 50 percent and steering effort up to60 percent.MedicalAdvanced mobility, with optionalBig Wheel®or Zoom®Motorized DriveSystem, helps make transportsafe and efficientNEW electric-powered baseand litter option available on allmobility solutionsIndustry’s first stretcher exitsystem, alerts the nurse to apotential patient fallOptional integrated scalesystem provides accurate,repeatable weighingsPioneer®mattress offerssuperior pressure redistributionand comfortPower-washable design with700 lb capacity
Healthcare | Business World Australia | 15designs’ innovative momentum.We have been on this journeyfor 6 years now, and it has reallyhelped the business project itselfnationally and internationally.”Some of the earliest researchthey conducted on design flowgave the company the guidingprinciple behind all of its cre-ations: Simple, Smart, and Hu-man. What this means, explainsMoller, is that customers want-ed “products that were very easyto use, elegant and take into ac-count human factors such as er-gonomics. They didn’t have timefor extensive training on a prod-uct. It has got to be intuitive.That’s our key to addressing thisand everything we design has topass that filter.”A catalogue ofsuccessSome of this success can be seenby how Moller and HowardWright have approached sellingthe products. “The main thingwe aim to do is just to get peopleto try our products. Once theydo, they always seem to find theexperience enjoyable. It’s a bitlike using an iPod, people reallylike using them because they aresimple and nice to use. That’s theexperience that we want our us-erstohave.Gettingpeopletouseour products through an evalu-ation process has been the bestway gain success in this market.”“We really focus on the Austral-asia market, outside of that thereis one product that has donevery well in Japan, Europe andNorth America. It’s our special-ised product for showering andbathing people,” this is calledthe Pacific Shower Bathing Trol-ley. “It’s quite unique in its de-sign, and with its success we arelooking to expand our range ofglobal niche products.”“One of the things we aim for iscreating something that is userfriendly, with the M8 and theBathing Trolley we have foundgreat success in developingsomething that is technologi-cally advanced, but has almostno learning curve. Caregiverscan literally take one look at theproducts and intuitively knowhow to operate them, to me this
16 | Business World Australia | Healthcareis a great success,” says Moller.With the aging population,says Moller, Howard Wrighthas found a few particular-ly important issues that theyhave addressed like no one elsehas. “We are getting more andmore people who are in need ofhealthcare. Their fragility is alsoincreasing. Along with this youhave to consider that the aver-age age of the work force is alsoincreasing, as are the weightsof the patients. You have olderstaff moving heavier patients, orpatients with greater frailness.That creates extra pressure, so ifyou can reduce the amount ofbed transfers, while maintain-ing patient comfort and wellbe-ing which is making patient careeasier. That’s what we define asour business: Making humancare easier. When we do this weare finding people are recoveringmore quickly.” The quicker therecovery, he says, the more bangfor the buck healthcare institu-tions get.Using the M8 as an example,Moller describes only some ofits functions. “You can X-raythe patient on the bed, you canuse an image intensifier on thebed – you don’t have to transferthe patients. The bed also willgo into a full cardiac chair po-sition, and it’s also very easy touse with very little training ofstaff required. That in itself is ahuge savings for hospitals. Allof those things save money, andwe are working on all those ele-ments all the time.”“We realize that the healthcaredollar has come under pressure,so anything that healthcare sup-plierslikeuscandotoeasethat-itis something we do,” he reiteratestheir motto of Simple, Smart andHuman¸ saying that “we want tominimize the amount of timescaregivers have to shift a patient,because that’s time and money.”For the near future, Moller andHoward Wright have plans tocontinue to grow in their homemarkets, and making more spe-cialized products for the restof the world. In five years, saysMoller they have the goal to beat least twice their operating size.“The need for healthcare devicesis not going to disappear, it isnot a discretionary spend,” saysMoller with confidence.
Healthcare | Business World Australia | 17Howard wrigHt’sPartNEr iNiNNoVatioNWhangarei • Albany • Penrose • EastTamakiAvondale • Hamilton • Mt Maunganui • NapierNew Plymouth • Palmerston North • WellingtonChristchurch •Timaru • DunedinPh: NZ 0800 304 316www.edlfast.co.nz
Healthcare | Business World Australia | 19“The company’s genesis was the development of a prod-uct that met the specific need of reducing entrapmentinjuriesinlongtermcarepatients,”saysTonyChristmas,CEO of The LiftCare Bed Company. “Conventionalhospital and aged care beds have rails that contain thepatient in the bed. These are necessary to ensure thesafety of the patients but are also the cause of many inju-ries. Many patients, especially elderly patients, becomedisorientated and agitated at night,” says Christmas.“They try to get out of their bed increasing significantlytheir risk of injury. Back in the early 1980s, a Directorof Nursing at one of Melbourne’s nursing homes experi-mented with floor level beds,” he says that this was thegermination of the seed that became LiftCare.A little bit of history“I like to believe that LiftCare is an Australian successstory that not a lot of people know about,” says Christ-mas. “Back in 1983, the Director of Nursing at StAnne’s Nursing Home in Hawthorn, Victoria, SisterElaine Barclay-Abbott, became very concerned aboutthe way confused and elderly patients were restrainedin their beds – especially at night,” he relates. Some pa-tients would try to get out of their high hospital beds atnight and injure themselves. Sr. Barclay-Abbott experi-enced the concerns that LiftCare now addresses with itsproducts.
Healthcare | Business World Australia | 21“One of the patients at Haw-thorn was seen as particularlyproblematic, often throwingthemselves around in the bed atnight. Worrying for the safetyof their patient, the Sister andher colleagues removed the legsfrom the patient’s bed, with thehope that this would change thepatients sleeping habits,” saysChristmas. What they noticedwas the patient was much morecompliant and suffered fewerissues and injuries. Other bedswere modified with similar re-sults and with whole- heartedenthusiasm from the patient’srelatives and doctors. The disad-vantage of these modificationswas the nurses could not get tothe patient as easily. Height ad-justable beds were available onthe market at the time, but noneof the offerings went down tofloor level.“The Sister was introduced toGeorge Winston, the founder ofTechnical Aid for the Disabled(TAD),” says Christmas. TADwas a not-for-profit organisa-tion which lent their expertiseto the disabled in the hopes ofimproving their overall qualityof life. TAD looked at the prob-lem and began to design, whileconcurrently conducting mar-ket research on the feasibility ofa floor-level bed and its applica-tions. “They came to the conclu-sion that there was a need fora bed that allowed a patient tosleep close to the floor at night,but could be raised to a heightduring the day to allow nursingstaff to attend to the patient.”They later were able to success-fully obtain a grant and begandeveloping the first floor levelbed. They then applied for a pat-ent that made sure the idea wassecure.TAD was a design house only,so they had to find a companyqualified to manufacture thebed. “No manufacturers any-where in the world were build-ing floor level beds at the time.So many of the companies thatwere approached said that it wasnot within their capability,” saysChristmas. The one companythat was able to build the work-ing prototype suffered financial-ly and went into receivership.
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Healthcare | Business World Australia | 23• • • • •• • • • • • • • • • •
24 | Business World Australia | HealthcareBarry McCrimon and AllenClarke, two gentlemen that sawthe advantage of the design,were intrigued by the idea andwere able to continue to workon the floor-level bed after buy-ing the design from the originalcompany. In 1994 they formeda company called Gerontic andGeneral Products and producedthe first floor-level bed in 1995.After that they were able to de-velop the idea even further, andin 1997 they launched the MarkIII bed.The company began trading asThe LiftCare Bed Company andwas acquired by Barton Medicalin 2005, and eventually HumanCare in 2008. By 2009 LiftCarewas selling their products allover the world including NewZealand, Canada, the US, Eu-rope and the Middle East.Speciality needs,speciality careSince their humble beginningsLiftCare has gone further thanoffering a single product for asingle niche need, by expand-ing their offerings to meet theneeds of several specialised mar-kets. LiftCare now sells a rangeof floor level beds, patient lifters,ceiling hoists and aids for dailyliving products to help improvethe lives of people in care. Thecompany is also helping Bariat-ric patients and now markets theBarton Bariatric Bed and BartonBariatric Chair in their range.As an addition to Aged Care,the Protean 4 was developedspecifically to break into thehospital market taking the con-cept of floor level nursing to abroader market... This markedan exciting new market for Lift-Care, and it has already provento be very successful. “The Pro-tean 4 is a floor level bed thatcan be used as a general hospi-tal bed. WA Public Hospitals,the Royal Melbourne Hospital,and a number of other hospitalsin Australia and the world havebeen buying the Protean 4s,”says Christmas. A new versionof the bed, called the P 5 Premi-um, was released this Februaryand looks to pick up on the suc-cessful road that the P4 has pre-pared. LiftCare’s P5 PremiumHospital Bed is a complete caremanagement system.“I believe this is something weshould be very proud of,” Christ-
Healthcare | Business World Australia | 25mas told his team recently. “Wehave people all over the worldbeing cared for on our beds.It’s not just happening in Mel-bourne or Victoria, it is happen-ing globally. We recently sold alarge number beds into Canada,and then right after the initialsale we won a contract in Can-ada for our P5 Premium Hospi-tal Bed. In January, our WA dis-tributor purchased their 1000thbed.”Christmas believes that everyhospital and aged care facilityshould know at least some of thehistory of LiftCare and the con-tribution that the company hasmade to patient care. He wouldlike the opportunity to showeach facility the LiftCare rangeof products and let them see forthemselves the ease-of-use andthe design of their products. An-other initiative that Christmas isperusing is educating the health-care industry on what exactly afloor level bed can do for boththeir patients and their staff. “Itdoesn’t just protect the patientfrom injury, it is a whole nursingsystem,” he says.The ease of use of their prod-ucts, and little touches- like un-der bed lighting, available onthe new P5 Premium hospitalbed, has made the beds a hitwith many healthcare workers.Christmas says that LiftCare isalways looking at ways to de-velop and introduce new andinnovative products to im-prove patient outcomes andthe working conditions ofour customers. “Austra-lia started the concept offloor-level nursing, we de-veloped it, and LiftCare- through its gen-esis – was thefirst com-pany in themarket andwe are oneof the lead-ers today.We willstay in thism a r k e tand con-tinue todevelopin thismarket,” says Christmas. “Anycustomer who buys one of ourproducts is buying our heritageand our experience. They arealso getting with that the peaceof mind that we at LiftCare aregoing to continue to innovateand develop new products tosuit their specific needs.”
26 | Business World Australia | HealthcareEllex Medical Lasers Limitedis one of the most innova-tive companies that Australiahas ever seen. Laser technologyhas moved a long way, and Ellexhas been there since almost thebeginning. First established in1985 as a division of QuentronOptics, Ellex has grown intoa world player of its own. Op-erating for over 25 years Ellexmanufactures and sells its owncomplete line of photodisrup-tors, photocoagulators, SLT sys-tems and ultrasound systems fordiagnosing and treating cataract,retina and glaucoma conditions.Much of the technology that El-lexusesisbasedondevelopmentsin the defense field; and by locat-ing their operations in Adelaidethey have been able to take “ad-vantage of the state’s reputationas a ‘defense technology hotspot’to develop our products,” says Si-mon Luscombe, Ellex’s CEO.Ellex became a publicly-listedcompany in 2001 and has spentthe past few years concentratingon developing their offerings.“We had a fairly big 25th yearcampaign that focused on allour operations here and aroundthe world. We have a number ofsubsidiaries around the world inplaces like Japan, US, Germanyand Europe,” he says. Their man-ufacturing site is in Australia,but they also have a separate in-
Healthcare | Business World Australia | 27ternational sales and marketingoffice located here as well.“We were very early on thescene,” says Luscombe, “we be-gan manufacturing out of thedefense industry, so bits of ourtechnology come from defense.That’s where it all started.” Lus-combe says that Ellex was anearly adopter of ophthalmic lasertechnology, and was one of thefirst companies to start manu-facturing lasers in the mid-1980sfor medical use.With over 120 employees in theAdelaide facility; the Companyalso operates a machine shopwhich produces components foruse in the manufacture of Ellexproducts, as well as for sale tonon-Ellex customers. Operat-ing in markets worldwide, Ellexprides itself in providing the bestand most innovative machinesfor laser eye surgery. In 2006Ellex moved into the ophthal-mic diagnostic arena with theacquisition of US-based Inno-vative Imaging which providedthem the opportunity to furtherexpand their international pres-ence in the ophthalmic diagnos-tics market.One of their greatest successeshas come from a surprising place.Germany has traditionally been
28 | Business World Australia | Healthcareserviced by Zeiss, but Luscombesaysthattheyhavebeendoingre-markably well there. “We are do-ing remarkably well in Germanyand beating Zeiss at their owngame. I think this says some-thing about Australian technol-ogy,” comments Luscombe.With lasers designed for spe-cific purposes, Ellex has createda catalogue of vision solutions.Luscombe says that one of theimportant things that they aredoing is developing treatmentsand machines that will actuallyprevent blindness in adults. Thiscomes in the form of the new
Healthcare | Business World Australia | 29generation laser that Luscombesays “doesn’t damage anything,but acts on the retina to rejuve-nate its function. It makes surethat the disease process cannotprogress.” This is the Ellex 2RT(Ellex Retinal RegenerationTherapy); and is a new therapyfor the treatment of Age-RelatedMacular Degeneration (AMD),the leading cause of blindness inthe developed world.In all Ellex has devoted itself tohelp us all see better and lon-ger, and continues to developits product range with the hopethat one day we can all see asclearly as possible.ProductsPhotodisruptionUsed to treat secondary cataracts,and Ellex is the #1 provider of thesein the world. They supply over halfthe market with their Ultra Q™ andSuper Q® models.PhotocoagulationUsed to treat vision loss related todiabetes. This product line includesthe Integre Duo™, Integre® and Soli-taire™.SLT PhotoregenerationUsed in treating glaucoma by trig-gering the body’s natural regenera-tion process. Product line includesthe Tango™ and Solo™ SLT. SLTdoes not harm the eye and has noside effects, which allows earliertreatment.ImagingThe Ellex Eye Cubed™ allows forOphthalmologists to see detailedanatomic structures in both the an-terior and posterior segments of theeye.
Healthcare | Business World Australia | 31The Retirement Village Association of Australia is thenational body that represents national retirement vil-lage developers, owners, operators, managers and industryspecialists. With over 750 members, it has seen a steadyincrease in membership at a rate of 20 per cent in the pasttwo years.Emerging communities“Retirement villages began to appear 1970’s and 80s”,says Andrew Giles, CEO of the RVA. “A retirement vil-lage essentially can be defined as a housing developmentdesigned specifically to cater to the needs and lifestyles ofpeople aged 65 and over,” he says.“Most residents of these villages enter into them in their70s as part of a move to downsize, decrease maintenanceresponsibilities, experience a greater sense of safety and se-curity, or for health and lifestyle reasons,” says Mr Giles,adding that “not only has this lifestyle shift been of ben-efit to residents, but it has also freed up residential hous-ing for younger families, stimulated the local economy andreduced the pressure on aged care, and medical infrastruc-ture.”According to Mr Giles one of the great successes of theindustry is that it reduces demand on local services for se-niors but remains a unique and innovative model with anemphasis on lifestyle.In Australia today the industry represents over 1,850 vil-lages and communities that are supported by both the pri-vate sector and non-profit organisations. These communi-ties house and support more than 160,000 people over theage of 65 who report very high levels of satisfaction withtheir experiences in a village.
32 | Business World Australia | HealthcareAndrew Giles (Chief Executive Officer)Andrew brings with him first-hand knowledge of the retire-ment village industry through his previous roles.Andrew began his career in a consulting firm mainly workingwith local government in planning community infrastructure.He also worked in local government before starting a consult-ing practice, which operated for over six years.In2004hejoinedMacroPlanAustralia,oneofAustralia’slead-ing economics and town planning consultancies, ultimately asthe Victorian State Director. During that time he worked onsome of Australia’s most significant property projects includingdemographic and socio economic profiling of Australia’s ageingpopulationThe stronger the RVA becomesby adding to its membership,the more easily it can representthe industry with a united voice.This has become more impor-tant in the past 10 years becauseAustralia is becoming a moreregulated and legislated environ-ment.Thistransitionhasnothappenedover night, and the resultingstate legislative environments,first designed to protect clientsof retirement villages can, if notcarefully implemented, nega-tively impact the viability of theindustry as a whole. This in turnmay limit future investment inhousing for older people in Aus-tralia. “The industry is highlyregulated, which brings with itgreat security for residents, butoften higher costs for develop-ers,” says Mr Giles.Mr Giles stresses this, sayingthat “returns in the sector areoften lower than other tradi-tional forms of property, andthese returns are achieved overlonger timeframes. As such, anysignificant change to legislationcan have significant cascadingimpacts to the industry. This isoccurring at a time the Govern-ment is committed to cuttingred tape and exploring harmoni-sation across states. For thisreason, a strong industry asso-ciation that can work with andinform Government is critical.This is a fundamental role forthe RVA to show leadership forthe industry.”
Healthcare | Business World Australia | 33The returns may not be immedi-ately recognisable, but what canbe said is that through support-ing retirement villages and carefacilities there is quite a positiveeffect on the economy. “The sec-tor is a major contributor to thenational economy and as theindustry grows it will becomemore economically significant,”he says.“The construction and mainte-nance expenditure for the indus-try alone means there is morethan $18 billion of direct andindirect expenditure (NPV over20 years) to Australia’s econo-my. In addition, the industrygenerates some $3 billion ser-vice related [expenditures], withmultipliers into smaller regionaleconomies in many cases,” saysMr Giles, pointing to anotherindisputable positive effect- sim-ply put: the industry createsmuch needed jobs. “Industrygrowth could see the delivery ofsome 35,000 jobs per annum -direct and indirect employment.It is critical for the RVA to con-tinue to reinforce this messageto Government and the broadercommunity.”What the RVA doesfor its membersThe role of the RVA is not onlyto work with the governmentagencies, but to represent theindustry to ensure environmentsthat a consumer would desire tolive in. “The RVA’s core role isto unify and represent the in-dustry to ensure its continuedgrowth and responding to Aus-tralia’s massive future housingneed for older people,” says MrGiles. This goes deeper than itwould appear because the in-dustry has faced new demandsin recent years. The first is theincreased demand for services inan environment where access todebt and equity to fund growthis challenging.A second issue is that retireeshave higher expectations for thelevelofaccommodationandcarethan ever before. This is costlyto deliver, not only because oftheir expectations but due to thehigh standards that the industryholds itself to. This means that
34 | Business World Australia | Healthcarebusinesses that the RVA repre-sents have to manage their costsvery carefully. Affordability, saysMr Giles is a “driver of choice forpeople and retirement villagescontinue to represent choice inliving options for people over65.”So where can they get additionalfunding? “There is also great op-portunity for the private sector,church and charitable groupsand Government to work to fa-cilitate models of choice in re-tirement living, including rentaland/or new financial options tomeet the diverse needs of theconsumer.”Why people areChoosingRetirement Villages“Whatisclearisthatpeopleenjoylivinginretirementvillages. Morethan 95 per cent of residents indi-cate village life meets or exceedstheir expectations,” says Mr Gilespointing out that there are “keyreasons people choose a village”.Choice, he says, is an importantpart of what Retirement Villagesin Australia represent. “Unlike amove into residential aged care,which is usually predicated by asudden decline in health or es-calation of a neurodegenerativedisorder, it is important to notethat consumers choose to live ina retirement village and generallyview this choice as a way of en-hancing their quality of life.”Mr Giles says that among thesefactors are security and support.
Healthcare | Business World Australia | 35Australiansarelivinglongerthanever before, and the older the in-dividual the more health issuesthey are likely to experience. “Aspeople age and health needs in-crease, the great lifestyle offer,down-sizing the requirement formaintenance of property andgrounds, being able to ‘lock andleave’ for travelling and social in-teractions with likeminded andsimilar aged people,” becomesvery important.For the present and the future,Mr Giles says that “the RVA iscommitted to informing andeducating Australians aboutwhy retirement villages are greatplaces to live and will seek outopportunities to spread theword.”
Healthcare | Business World Australia | 37Masonry has its origins inthe building trade andis one of the oldest “unions” ofworkers. Masonic Homes has itsroots with the charitable branchof this organization, who havewell known interest and havebeen great supporters of so-cial welfare initiatives. With amarked increase in the numberthe Australian population thatis over the age of 65, retirementand extended care communi-ties have become increasinglyimportant. Doug Strain, CEOof Masonic Homes is very inter-ested in providing the care bestpossible care, improvement ofthe standard of living, and clear-ing up some of the most com-mon misunderstandings thatthe industry currently suffersfrom. Founded in the early 60s,when “aged care” was relatively anew invention, Strain says thatthey have moved much beyondtheir original function integrat-ing new services, and initiatives,but maintaining close ties withroots. These roots are especiallyimportant to Strain, when hisfather, who was a Mason, passedwhen he was a child, the Masonsmade sure that they were welltaken care of.Marketing the oldfashioned waySome of the greatest advocatesthat Masonic Homes has areits own residents. The fact thatthey often provide some of themost compelling accolades forthe retirement community isin itself a great success for Ma-sonic Homes. “Word-of-mouthis critically important to retire-
38 | Business World Australia | HealthcareLumina Apartments - Somerton ParkFeatures:• Designed to maximize light & space• Balcony or courtyard to all units• Reverse Cycle heating/cooling• Corian, desinger-style kitchen bench tops• PayTV & broadband ready• Age-in-place adaptable designInclusions:• Self-cleaning oven• Electric Hot Plates• Rangehood• Fisher & Paykel dishwasher drawer• Laundry Appliances
Healthcare | Business World Australia | 39ment villages, who is our great-est advocates? Our own resi-dents. It is some of the best sortof ‘old fashioned’ social mediaout there.” Strain says they don’tactively try to market the vil-lage, instead spreading the wordabout their services though thebest marketers around- theirresidents.Working with theRVA to change howpeople see anindustryA member of the RVA (Retire-ment Village Association) theyare committed to increasing thelevel of awareness of the servicesthat retirement villages pro-vide for, as well as working withstakeholders to improve thelevel of care that they can pro-vide. Working with the RVA,Strain hopes that many of theissues that the retirement vil-lage industry can be addressed,mostly through education. “Wework with the RVA in order toimprove the standing of retire-ment villages. They allow for theintegration and collaborationon the wider issues of retirementvillages. They are widely misun-derstood in the communities,government, and the popula-tion at large. One of the issueswe face is that the industry isstill rather fragmented, whatwe have to do is work on the is-sue of brand retirement villages.We came to work with the RVA
Healthcare | Business World Australia | 41around these core issues, and es-pecially educating the market,”Strain says it is particularly im-portant that while working withthe RVA they educated to pub-lic to what “retirement villagesand what they aren’t.” Collabo-ration, he says, is the key.“I think education is the answerto all things, I think if everyonewas informed that we won’t havesome of the hurt we have goingon right now. I think in the is-sue of advocacy is importantfor older people because rightnow, although many of the babyboomers may look back and beable to say ‘look we changed theworld’ right now they are cre-ating a lot of the impedimentsthat have stopped us from goingforward,” a boomer himself hedoes not pull any punches whendiscussing his generation. Straincredits Gen X and Y as the newagents of change that are hittingthe wall of conservatism pro-duced by the once liberal boom-ers.
42 | Business World Australia | HealthcareFacing an agingpopulationAlthough it is predicted thatmany Western countries willbe faced with a large popula-tion over the age of 65 in thenext 15 years, Strain says theyare more concerned at lookingafter the needs of “the boomer’sparents. I would contend thatthe retirement village product,as it operates under the variousretirement village acts is not at-tractive to a 65 year old. It is asituation that people, who areretiring younger, better off, andin better health- we are lookingat a generation that is expectedto live for another generationahead of them. So right now weare getting two generations inretirement.” The boomer’s par-ents are who they have aimedtheir services to. He character-izes potential clients as about 85years of age, still living in theirown home and still healthy forthe most part. “The huge spikethat we are seeing right now is inolder ages, and that’s the area weare dealing with right now,” hesays. There are people that areyounger, but we are looking atservice integrated housingWhen minor health issues be-gin to arise, the parents oftenfeel like they are putting pres-sure on their children. “It’s notthat the children don’t want tocare for their parents, the par-ents have lived a long time ontheir own and they do not wantto have their kids having to takecare of them- showering them,toileting them. They like theirindependence, and what we aresaying is that retirement villagesare something that they seem tofind very attractive.” Strain saysthat many people move into re-tirement villages, not becausethey find their houses and liveunmanageable, but because theyhave found that their lives havegotten “smaller”. With less toworry about, they often come toMasonic Homes with an eye todown size, and still remain part
Healthcare | Business World Australia | 43of a community and mobile.Like many individuals in theindustry, Strain knows that anincrease in the life expectancy,thoughonethatmeansthatpeo-ple are also living longer morefulfilling lives, also means thathealth problems that were oncerare can now become more andmore common place. “Everyoneis saying that by 2020 Alzheim-er’s and dementia will be a majorissue, I think that a lot of thishas to do with people living lon-ger. It’s like prostate cancer, I amsure that there were just as manyincidences of it 20 years ago, butoften people would pass beforethe cancer would become termi-nal.” By employing specialists,and encouraging educationalinstitutions to train healthcareworkers coming out of the sys-tem on how to deal with peopleafflicted with the conditions.“I think that we need to de-velop a defensive approach, it isnot like that everyone will geteither disease, but we have to de-velop preventative methods. Wedo this now by keeping peoplementally and physically active.We focus on using subtle trig-gers that aid with people’s mem-ories. That is what retirementvillages, and Masonic Homes,are about: supporting people,”he says. One trend he has seenis people self-diagnosing them-selves as having dementia, whenin fact they have just becomeforgetful. There are things thathappen to us all when we age.Everyone is treated as an indi-vidual at Masonic Homes, andthey have avoided taking a “onesize fits all” method of organiz-ing programs. In fact they lookat a multiplicity of activates thatresidents can get involved in.One of the options that Strainsays is both a good idea, and anindication of our lengtheninglifespans is the “Man Shed”. Hesays that this is not the cure allfor retirement living, but inter-est in it shows something farmore important. “Some blokes’
44 | Business World Australia | Healthcarelove the idea of the man shed,but what I really think is impor-tant is that we have enough mento run programs like this. Oldblokes are a fairly new inven-tion,” he jokes. “We operate ona diverse offering, each person isan individual, and each villagethat we operate has its own indi-vidual sense about it.”Operations“We operate about 1000 retire-ment units South Australia inthe Northern Territory. 400 bedsin nursing homes, and about300 in-home care packages. Weoperate with something called‘hub-sites’. A retirement villagemight have 200 units on it; wethen look to settle a satellite vil-lage 5 to 8 kilometres away fromthe hub,” he says describing theiroperations. These satellite vil-lages have about 40 residencesin them, and have a connectionto the main hub site. A largernetwork of care expands evenfarther than that, maintainingcare for individuals who chooseto remain in their own homes.“We want to actively grow thesenetworks and are currently look-ing at opportunities to expandinto the other adjoining states.”Strain predicts that in the next 2or 3 years they will be operatingin other states and creating a na-tional footprint. One of the greatfeatures of all their operations isthat they create them within al-ready existing communities. “Wehave found that a lot of peopleare coming back to where theyhad grown up,” says Strain. “Theythen reconnect with the commu-nity that they grew up in.”All of Masonic Homes’ villagesare run like little cities, he jokesthat the operating directories areactually town councils. Whenissues about roads, streetlights,walking paths, and even firehydrants are raised, MasonicHomes administers the solu-tions. “We become the councilservices, so it really is a village,community and township in its
Healthcare | Business World Australia | 45own right.”All of the villages are locatedclose to medical faculties, retailshopping, entertainment, andtransport. “The concept of theretirement village as being onthe urban fringe is just not sus-tainable. Just as important toan older person as a medical fa-cility is retail, and commercialoperations. Going to see a movieor being able to walk through amall is a good thing,” says Strain.“We don’t gate our communities,we see them as active part of thelarger community; so we don’tthink that a retirement commu-nity is somewhere where youlock the residents behind a gate,”he says that one of the best thingsthat he can see is that the mem-bers of the villages they manageare involved in their surround-ing communities. “We like to seethem volunteering in the localhospitals, or being involved in aschool or library. We think theseare all fantastic things.” This goesboth ways, says Strain, they alsohope that the communities theyoperate in them see that they area great place to volunteer as well.With 600 staff who are prin-cipally employed in their careoperations, they select their em-ployees carefully. “The issue ofvalues is important; we have tomake sure we have people work-ing with us who empathize witholder people. Among the bestqualifications we look for is theirability to treat our residents withdignity and respect. Creativityand integrity are also somethingwe look for.”“In Darwin we are the only op-erator of retirement villages inthe Northern Territories. “Weare one of the largest of Darwin’snon-Government employers. Infact we are the largest builder ofhousing outside of the govern-ment and the mining industry,”he says try to give a clear pictureof just how large their opera-tions are right now. For the fu-ture, Strain says they are going
Healthcare | Business World Australia | 47to concentrate on expansion ofboth services and geographicspread. Also in the near futurethe plan on developing a greatervariety in their product offer-ings reflect Strain’s belief thatthere is no one cure for all theindividual needs of MasonicHomes’ residents. “For housingwe build one bedroom one levelhouses, to high-rises and every-thing between. We are lookingat building more high-rises,” hesays.He may not think that they areinnovators, but his concern forthe quality of life of the oldergeneration is truly admirable.The growth of Masonic Homesfrom a charity that he person-ally respects is something thatis very marked in the everydayoperations of the villages, andthe way that residents are treat-ed. When any of us are facedwith the choice of moving intoa retirement village, I thinkthat many can take comfort inthe fact that there are peopleout there like Doug Strain, andplaces like Masonic Homes thatwe can count on.
Healthcare | Business World Australia | 49Since 1990, Country ClubVillages has been operatingin Victoria and has now expand-ed into Queensland. They are apremier provider of retirementlifestyle accommodations andprograms in both geographiclocations. Currently, they haveover 700 residents and are op-erating at capacity, and are oneof the leading national managersand developers of retirement liv-ing residences. Right now theirportfolio consists of over 200separate units, and is still con-stantly expanding their offeringsto meet the unprecedented de-mands that are place on this par-ticular industry. They operatewith the idea that each personhas earned the right to a worryfree retirement, and they areworking towards creating thatsaid environment. By offering awide variety of living options invarious locations, Country ClubVillages plans to continue theirexpansion to meet today’s andtomorrow’s needs for the retire-ment industry.“CCV presently has a portfo-lio of 10 Retirement Villages atvarious stages in their life cycle.It provides distinguished qual-ity retirement living for in ex-cess of 700 residents, with itsmature RVs close to fully occu-pied. CCV’s management teamhas a strong track record of op-erational excellence and qualityservice delivery to residents atits villages,” says Stewart Gull,one of the Directors of CountryClub Villages. “Country ClubVillage’s impressive record ofcontinuous RV development isforecast to continue, with thecurrent known developmentpipeline predicted to deliver1,303 new units/apartments,”he says. “Given its attractive mixof mature villages and the size ofits development pipeline, CCVrepresents one of the most sig-nificant and valuable privatelyowned Retirement Village port-folios in Australia.”Stewart Gull laid the first blockthat was to become CountryClub Villages when he foundedRosebank Retirement VillagePty Ltd in 1991. After investi-gating potential sites for retire-ment villages, and then joiningthe Retirement Village Associa-tion of Victoria, he commencedconstruction of the Charlotte
Healthcare | Business World Australia | 51Street site in Sebastopol nearBallarat in 1993. In 1996 Gullbecame aware that the LutheranChurch, who had been experi-encing difficulty over the pre-ceding years to further developtheir Geelong Grove retirementvillage beyond its existing 22units, was interested in selling.After careful analysis of the busi-ness prospects of the property,Gull entered into an agreementto purchase Geelong Grove.“Country Club Villages wasformed at the time of the Gee-long Grove acquisition, I ac-quired the village in partnershipwith interests associated withJim Selkirk. At this time, Rose-bank was retained outside theCountry Club Village partner-ship,” says Gull. Over the follow-ing years, CCV acquired sites atHemsley Park, Noosa Domain,Melba Vale, Bellbrook Gardens,Bellarine Lakes, Meadow Gar-dens and Hampton Views, andcontinued to develop GeelongGrove.Gull is a licensed estate agentand Director of CCV who pro-vides guidance to the business.He also has extensive experiencein the Retirement Village sector,
52 | Business World Australia | Healthcareand has many other successfulbusiness enterprises, includingreal estate, commercial and in-dustrial property, manufactur-ing, land sub-division and asubstantial farm enterprise. Theother directors of Country ClubVillages are Jim Selkirk and PaulBurke. Country Club Villages’portfolio consists over 2000units, with further expansionand acquisitions planned in thenear future.The market for RetirementVillages is extremely strong inAustralia, and the entire world.With the world’s demographicsof individuals looking to grow attwice the rate of the total popu-lation, and “by 2050 it is expect-ed that the proportion of popu-lation aged over 65 will nearlydouble to 25 per cent, with theproportion of people aged over85 expected to nearly quadrupleto 5 per cent,” says Gull. Thatsaid, interest in the industry hasincreased by almost the samefactors. “The Retirement Villagemarket penetration in Australiais expected to increase signifi-cantly, consistent with experi-ences in more mature overseasmarkets,” says Gull. “Followinga period of softening discountrates, the attractive investmentcharacteristics of RV assets pres-ent a particularly strong case forlong term investment,” he re-ports.“CCV has one of the most sig-nificant and valuable RV devel-opment pipelines in Australiawhich, when combined with itsexisting portfolio of completedunits, positions it as one of thelargestprivatelyownedforprofitRV players in Australia and oneof the few remaining privatelyowned RV portfolios of scale,”says Gull, he also says that thedevelopment pipeline has beensignificantly de-risked as a resultof the following factors:•AlltensitesareownedbyCCV
Healthcare | Business World Australia | 53• All sites have received all plan-ning and development approv-als;• CCV adopts a staged devel-opment approach with exter-nal fixed cost building arrange-ments;• All community facilities areconstructed during Stage 1; and• Unit construction is eithercompleted or has commencedat eight of the ten villages, withthe remaining two expected tobegin in the 2010 calendar year“With its track record in suc-cessfully developing GeelongGrove, Rosebank and HemsleyPark, CCV’s development pipe-line is forecast to deliver 989new Independent Living Units(ILUs),” and, says Gull, an ad-ditional 314 other units are alsoon the books. “The majority ofunits are expected to be con-structed within the next sevenyears. A significant step up inILU construction is expectedin the 2011/12 year as devel-opment at Bellarine Lakes andHampton Views commences.This step up is also underpinnedby existing deposits and holds.”Country Club Villages hasenjoyed some of its success be-cause it refuses to do anythingsmall. When they are presentedwith a potential site, they go allin. “CCVs focus on larger siteswhere between 150 and 350units and apartments can be de-veloped, this has ensured thatthe portfolio does not containany smaller inefficient villageswhere services fees are insuffi-cient to maintain CCVs supe-rior standards,” says Gull.These standards are implement-ed across the board and comefrom years of experience in themarket. They have standardisedtheir building practices and de-veloped their designs with whatworks best in mind. “CountryClub Villages have taken a stan-dardised approach to develop-
Healthcare | Business World Australia | 55ment, such as similar floor plansacross the board, and similarcommunal facilities,” says Gull.“The construction process ismuch more streamlined in re-cent times with the introductionof concrete panels for ILU’s,” hesays pointing to some of the ad-vantages they have enjoyed inthe current marketplace. “Vil-lages have state of the art irriga-tion systems and communica-tion and media infrastructure.”The irrigation system is some-thing they developed in orderto be more water conscientious,saving the environment andtheir operational costs at thesame time. “Country Club Vil-lages have implemented watersaving measures such as state ofthe art self-watering irrigationsystemsfromstrategicallyplaceddams; also the implementationof artificial lawns has greatly de-creased water usage throughoutthe villages,” he says.Country Club Villages givesresidents the perfect setting tolet them intermingle and enjoyeach other’s similar interests.There are many organized ac-tivities that allow residents toenjoy the full gamut of servicesthat are offered, but at the sametime respecting their wish forprivacy, letting them choosetheir own level of participation.Country Club Villages stronglysupports the over 55’s life styleand endeavours to make it easyfor them to stay healthy and ac-tive in doing so.
56 | Business World Australia | HealthcareMaroba was founded by the Islington Baptist Church when three members of thechurch raised the funds necessary by mortgaging their own homes. The first build-ing was a converted maternity cottage in an industrial suburb of Newcastle that the churchministered to. By the 1960s they required more space and a more modern building. By ob-taining a grant of land – Aged Care Reserve – in Waratah they were able to accomplish this,and continued the momentum by developing their Hostel in 1992 and retirement villagein 1999 by opening their 23 villas. Maroba Living Communities has continued to meet thedemand of the market and exceed the expectations of their residents.“At the moment we care for a hundred residents in our high care facility, which we wouldcall full nursing care. There are 55 residents living in our ‘low care’ or ‘supported living’facility. We also have 23 villas within our community. This is all part of the same campus inWaratah,” says Viv Allanson, CEO of Maroba. Allanson has worked in the health sector herentire career, but moved into the Aged Care in 1992 and to Maroba in 1994. She was ap-pointed to the role of CEO in 2000 and has brought a long list of qualifications and healthrelated insights to Maroba.“Location, Location, Location”The village is situated in a prime location that is close to the city, harbour, hospitals, univer-sity, and train stations. “It’s one of those things that prove how valuable ‘location,’ really is,”
58 | Business World Australia | HealthcareViv AllansonCEO
Healthcare | Business World Australia | 59says Allanson. With this idealsituation they are taking ad-vantage of a vacant plot of landmade available by the demoli-tion of the old nursing home.“We are planning to build 47apartments on this land whichwill be devoted to self-care,” shesays. According to Allansonmost of the development in thelast few years in the industryhas been focused on replacingand upgrading older buildings.“There is a mix of developmentgoing on. What I have foundthrough research and keepingan eye on the industry is thatthere just isn’t enough retire-ment living building stock inAustralia. We know the need inour area is very great- right nowwe have 160 people waiting for23 villas. We also have 60 peoplewho have indicated they wouldlike one of the 47 units that weare going to build,” she says, ex-plaining the demand that hasbeen placed on the aged-careindustry.It is clear that the need for theirservices and housing is there,with their proximity to the cityand its amenities they have be-come an extremely attractiveoption for people looking forretirement living housing andcare. Out of all the other co-lo-cated aged-care and retirementvillages in the Newcastle area,says Allanson, Maroba is theclosest to the city’s comforts.“We also have the interestingdynamic of being situated in along established and long stand-ing community,” she points out.
60 | Business World Australia | HealthcareThis means for residents thatthe city’s infrastructure has longbeen in place and that the com-munity is stable. All these fac-tors makes the services and theaccommodations that Marobaoffers begin to feel like a truehome very quickly.It isn’t all about long establishedtraditions, says Allanson, withthe 47 unit apartment complexthat is in the works Marobawill be breaking new groundin the retirement village indus-try for the area. “It will be thefirst vertical retirement villagein Newcastle.” The new build-ing will have 7 levels includingthe basement. “Quite a num-ber of the larger cities alreadyhave these. In Sydney these arequite common, but here wehave mostly traditional 1 and 2story buildings,” she says. Verti-cal is the only way to go for thissite, says Allanson. Many otherretirement villages may be ableto measure their coverage bythe square kilometre because oftheir relative distance from cit-ies, but with Maroba they arevery close to the centre of thepopulation making expansiononly possible in one direction –up. While building these newprojects they are also looking atgreen technologies and ways tokeep the power flowing. Solartechnology could possibly beused to offset some of the ener-gy costs, while generators havealready been installed to guar-antee that energy will powertheir facilities without interrup-tion. With brownouts becom-ing more common, this is par-ticularly important to residents.What makes thisgeneration ofretirees differentExpectations of what retirementliving means to potential resi-dents has changed over the last50-years that Maroba has oper-ated. “The finical situation thatpeople find themselves in uponentering a retirement commu-nity is one of the biggest thingsthat has changed recently. Thishas also changed the dynamicof what we have been able todeliver,” says Allanson. Many ofthe construction projects devel-oped in the industry have usedbonds to maximize the rate ofexpansion. “There are waitinglists across the whole the sector,pushing up demand,” she says.Retirees, coming out of the fi-nancial crisis are in a far betterposition than their parents’ gen-eration had been. “Even thoughtheir savings where knockedaround a fair bit by the finan-cial markets, they are pretty welloff.”Much of the funding for thehigher-care individuals comesfrom the government, but oneof their major concerns is thatwith funding structures in placethat only allow them to chargebelow the market cost of theirservices, demand for their ser-vices might continue to exceedtheir ability to supply it.“Superannuationisthebigthingweareseeingnow,”saysDirectorof Finance and Corporate Ser-vices, Chris Boyce. “That didn’t
Healthcare | Business World Australia | 61exist before, but people who arecoming through now might nothave a traditional pension butthey do have a higher level of as-sets. That means they can affordbetter accommodations thanin the past. Back then, therewould have been only a smallpercentage of people who couldhave done that.”“The number one attractionthat we have counted on toentice residents is our reputa-tion,” says Allanson. “The sec-ond would be the quality andcontemporary nature of ourbuildings, and the third - thelocation. We are so well locatedin a city, where most others youhave a 40 minutes’ drive out towhere there are limited servic-es.” Boyce thinks that the moreimportant thing is that “all thelevels of care are provided onthe one site. This means that ifthey need additional care aftermoving into a villa or apartmenton the campus, it is not a hugetransition.”Location and services bothspeak to a common subject: po-tential residents have higher ex-pectations, and are “savvy aboutwhat they should be getting,”says Allanson. She says thatpart of the “Australian dream,”is to remain in a single homefor their entire lives, but whenthis becomes inconvenient, orthey wish to down size, hav-ing a place they can call theirown becomes just as important.“Often parents want to stay athome for a number of reasons,they are comfortable where theyare. However as soon as they seethey might be starting to be-come a burden to their childrenthey begin to look at their op-tions.”Some of the services that bothAllanson and Boyce are ex-cited about are their organizedevents, sport and gaming com-petitions and of course their“Men’s Shed”. They have an an-nual shuffleboard competition,where the winner gets to bringhome an award. “Its’ great seeingthem so focused on winning,”says Allanson. “It is part of hu-man nature to compete and it’sgreat to see that spirit in peoplein this stage of their lives.” The‘Men’s Shed’ she says allowstinkerers and workshop enthu-siasts to continue their projectsand take courses to improvetheir skills, under guidance andsupervision.Historically, and even today, thefounders, and directors have allbeen members of the IslingtonBaptist Church. When askedwhat has guided Maroba LivingCommunities over the years Al-lanson is quick to point to theirmission statement, saying that“Maroba is a dynamic Christfocussed organisation provid-ing an exciting range of accom-modation, care, and services toolder citizens.”According to Allanson the mis-sion that Maroba is trying tofulfil, and the one that they werefounded on comes right fromthe Book of Mark: “Love yourneighbour as yourself: that’swhat Maroba was founded onand that’s what Maroba contin-ues to build on.”
Healthcare | Business World Australia | 63Michael Fallon, the Managing Directorof Live Life, begins his description ofLive Life Villages observing the factthat they are a bit unique, a different flavour, andare very happy to be in that position.To best discuss what they do Michael includedsome of the significant members of their manage-ment team to provide a more robust understand-ing of their operations. He feels that the role thatKaye Smyth has, as Retirement Living Manager,in the running of the day to day business of thevillages offers a unique perspective, equally as theinvolvement of Kent Fallon as the DevelopmentManager and manager for both their Greenfieldand Brownfield sites.“We are a small Queensland based private opera-tor of retirement villages,” says Michael. “Brook-land, the oldest village we operate, is just over 25years old, and in our present form Live Life Vil-lages has only been in place for 5 or 6 years.” Priorto Michael’s involvement the Brookland villagewas operated by the National Seniors Association.“They originally started it in Queensland 25 yearsago and eventually decided that they wanted to fo-cus on broader membership issues rather than con-tinuing an involvement in the Retirement Villagearea. At that time I had been Company Secretaryto the Village operator, and I found the opportu-nity to match some private investment with theirdesire to exit the business,” says Michael.Live Life Villages has adopted the QueenslandBottle Tree for their logo as a symbol of theiruniqueness, and the pride they take in doing thingsdifferently, more efficiently, through both thegood times and bad. “Our choice of logo was de-liberately chosen as it is unique to Queensland andit has an amazing sustainability system containedin it which allows it to resilient through drought
64 | Business World Australia | Healthcareand hard times, and then flour-ish in the good times. It reallydescribes what we are about,”says Michael, but the definitioncomes from the whole team,each voicing what they think isimportant about this symbol.To add to this unique feature,Australian Living Legend DawnFraser AO, MBE is Live LifeVillage Ambassador and a veryactive member of the team whopromotes our philosophy ofthe independent active lifestylewithin both our villages and thewider community.The VillagesBrookland Village as seen to-day was completed in 1994, andboasts 125 units, but now op-erates under the Live Life ban-ner. The Village is located in thesouthern suburbs; a short dis-tance from Brisbane’s CBD andhas the advantage of a generousgreen space within the village.There is ongoing refurbishmentof the units and the village as awhole, in line with a master planestablished in conjunction withleading Queensland architects,Riddle Architecture. Councildevelopment approval is alreadyin place to redevelop the centreof the site with the addition of90 units in a medium heightapartment complex. “The cur-rentdesignisthetraditionalvillatype village, and we are lookingat replacing the central section,including the community centreto provide additional accom-modation and facilities withina multi-level building. This willallow us have more than 200live-in units, without losing thebenefits of the current greenspace” says Michael.Brookland Village was followedby the second village of SamfordGrove located at in Brisbane’souter north-west suburbs, butstill within the city limits. Thisis a relatively new developmentwith 27 units constructed so far.“On the site of the present vil-lage we are looking to expandit to about 106 units, and theremaybe an extension on an ad-joining block that will take thatnumber up to 135 units,” hesays. The goal is to maintain thecharacter of the village, and de-velop the additional residentialproperties as independent livinghousing.Maleny Grove, Live Life’s mostrecently created village, is lo-cated on the Blackall Range inSunshine Coast hinterland andis designed in keeping with theenvironmental features of the
Healthcare | Business World Australia | 65area. “We actually have twoparcels of land on which the re-tirement village will ultimatelybe. The first had already beenapproved for retirement villagedevelopment for 45 units, plusa community centre,” he says.The land adjacent to, Live Life’sGreenfield site has been zonedfor a residential subdivision, butapplication has been sought forrezoning to accommodate theirplans for a second stage of theirMaleny Grove development.This will allow them to extendthe scope of the development toapproximately 150 living units.The idea thatbuilt a village“The philosophy of Live LifeVillage’s is probably a bit dif-ferent from other offerings outthere,” says Michael. “Our dif-ference is that we tend to haveslight more land component perunit in our villages. For example,Brookland has the lowest den-sity of units of villages in south-east Queensland providing larg-er green spaces for residents toenjoy.” He says this low popula-tion, large open spaces applies toall of their developments and de-velopment plans. “Maleny, whenfinished, will only have slightlyless than 25 per cent coverage ofthe land, and major preservationefforts will be exercised to main-tain green tracts.” Michael statesthat these are villages that arenot at the connoisseur end, norat the affordable housing retire-ment model, but a very happyplace between the two.“I see that there are three differ-ent segments in the retirementvillage market; one is what Idescribe as concierge type ofvillage, where they offer every-thing, like a piano bar and therest. At the other end is afford-able housing, and we are in themiddle occupying what we callthe boutique type housing,” saysMichael.He says that one of the thingsthat they have to face every dayis the public perception of whataged care is verses the realityof what retirement villages are.“Our villages are not aged carebut rather independent livingunits with supported servicesoptions for active lifestyle re-tirees”. Michael says that thisis where they differ from theNatioNal SeNiorS auStraliaProudly suPPorting the over 50snationalseniors.com.aucall 1300 76 50 50As a member of National Seniors you can add yourvoice to a quarter of a million over 50s striving forpolitical and social change.Membership of National Seniors also provides a uniquecombination of services and benefits, from world classresearch and an award-winning magazine, to connectingwith like-minded members through your local branch.Be a part of the biggest group for the over 50s in thecountry and have your voice heard as well as enjoy theextensive benefits of membership.and Proudly suPPorting live life villages
66 | Business World Australia | Healthcarecommon perception. We pro-vide independent living homesand communities and provideresidents with the opportunityto take advantage of the Com-monwealth funding for Agingin Place. We promote initiativeby providing support services asthe resident may need them,” heexplains.Retirees often enter villages witha desire to unburden themselvesof some of the responsibilitiesof upkeep and maintenancethat living in large family homesoften requires. With these re-sponsibilities removed, this of-ten frees them to pursue a moreactive but relaxed retirementlifestyle and enjoy the benefitsof the facilities provided withinthe village. “It also gives themmore sense of community andopportunities for social inter-action. Those are the main fo-cuses of the early stages.” Later,he points out, concerns for theircontinued health may becomeapparent. The support servic-es available to them can rangefrom unit cleaning, meal cater-ing, personal and medicationadministration support.Supporting ourresidentsKaye Smyth adds that withmedication support they do notdispense the medication; ratherCare Facilitators monitors themedication intake. “Our teamgoes further in general, we pro-vide support for the physical,as well as the personal aspect.Our Care Facilitators monitor,support, and provide these ad-ditional services to residents asrequired to allow them to age inplace; maintaining their inde-pendenceforanextendedperiodof time,” she said. “It is our beliefthat most people will be able toage in place in their retirementvillage home for the remainderof their lives. We do not see thesame degree of need for peopleto move to aged care as was thecase 20 years ago.” She adds thatthere are exceptions for this andsays that advanced Dementia,Alzheimer’s, and extreme mo-bility needs will, of course, re-quire specialised aged care thatthey cannot provide. “Even pal-liative care can co-ordinate byus should our residents’ requirethis service,” she says.
Healthcare | Business World Australia | 67“One of the important technologies that they haveimplemented to make sure that their residents cancontact the 24 hour personal emergency servicesthat Live Life provides is the INS LifeGuard sys-tem. This system can alert staff to situations fromfalls to tap left running”, says Kent Fallon.“We have implemented this technology in all ofour new build and villages. We are also lookingat ways to expand this service to include mobilephones and other devices in home, but right now,what INS provides for us is very important of ouroperations,” he says. “The personal emergency callbutton allows us to monitor residents while theyare in their units and at locations around the vil-lage. In time, this will be expanded to when resi-dents are out in the broader community.”Kent says that Live Life are actively working withINS to identify how they can expand this serviceand develop new ones for their residents. He givesone example of how it is already used as a verysmart non-intrusive way in order to passively keep
68 | Business World Australia | Healthcarean eye on their resident’s safety.“Utilising the INS technologythat is built into our Malenyunits, there is a switch on ourhot water tanks that acts as atimer. If the hot water is run-ning for more than 20 minutes,it will send off a signal to theemergency response system anda phone call is placed to the resi-dents to see if they are in needof assistance,” says Kent. He saysthat resident falls are more like-ly in the bathroom, so systemslike this is potentially lifesaving.He also believes this unitive isimportant as it cuts down thepossibility of having to do spotchecks and thus maintains thedignity and privacy of the resi-dents in the villages.The changing faceof retirementMany things have noticeablychangedwiththemake-upoftheageing community, both Kayeand Michael said. While people20 or 30 years could work in oneindustry for their whole work-ing life and then retire at 65,they are now finding two things.Firstly, a couple of decades ago,post retirement, life continuedexpectancy was on average just10 years, but now people couldbe looking at active living foranother 20 or 30 years. The sec-ond change noted is people re-tiring before they really want topreferring to continue to remainin the workforce. Both predictthat the mandatory retirementage will be raised in the near fu-ture. This means that the retire-ment accommodation industrywas developed “for people who
Healthcare | Business World Australia | 69lived a few years beyond the av-erage life expectancy,” and wasnot devoted to long term activeliving the way that Live Life Vil-lages is.“The life expectancy and thelife style expectations of peopleover 65 has shifted dramati-cally over recent times. This isan evolution that we celebrate.At Brookland we have a 15 resi-dent who are members of theOver-90’s-Club, and it’s great.”They also point to a study con-ducted in the United States thathas shown that living in a retire-ment village could even possiblyextend the average person’s lifeby an additional five years.In the past men‘s life expectan-cy was not as high as women,but as the general population’shealth improved so did theirlife expectancy improved. Menare now embracing retirementvillage lifestyle in record num-bers and the industry is adapt-ing. Kaye Smyth says that thereare a couple of noticeable trendsappearing. Single men enteringthe retirement communities aredescribing it as “man heaven”because they are still a bit of aminority commodity. The otheris that males sometimes have abit more difficulty participat-ing in group activities. “Men areless adapted to socialising thanwomen, so we cater to their in-terests as well. For example, wehad two gentlemen who werevery interested in aeroplanes,and we were able to link themup together so they could sharetheir common interest. Wefound almost immediately thatthey started more functions andwere more socially engaged,”says Kaye.For the near future, Live LifeVillages plan to grow the busi-ness but maintain its boutiquequalities. “In the next five yearsI can see us operating a num-ber of additional villages withan average of 150 to 200 unitsin each village,” says Michael.“We already have our next vil-lage site in place – and thisagain is strategically positionedas more of a boutique inner cityvillage.” Michael sees that thereare still plenty of opportunitiesto expand in Queensland, andbelieves that Live Life Villageshas a lot to offer the retirementcommunity there. Their mes-sage is certainly appealing. “Ouraim is to respect the dignity ofthe resident by allowing them tomaintain an independent life-style with support where need-ed from us. We do this in anenvironment that promotes anactive, Queensland retirementlifestyle and an opportunity toLive Life.”
Healthcare | Business World Australia | 71TerraNova Homes & Care have one of the most unique aged caregroups in New Zealand. Within the Auckland Region they have res-idential care facilities called West Harbour Gardens, Jervois, Warrengate,and Papatoetoe. In Taupo they operate out of Monte Vista; in Hawke’sBay out of Brittany House; and in Lower Hutt out of Riverleigh. One ofthe advantages if having all these locations under one operation is thatstaff can freely move from one area to the other, and shortages can bequickly rectified. This also allows residents to have mini-vacations to oth-er locations operated under the umbrella of TerraNova Homes & Care.Focusing on CareJanet Cohen, CEO of TerraNova Homes & Care, has worked withinhealth industry in Australia for over 30 years. She has applied her exper-tise and knowledge to developing TerraNova as a leading provider of agedcare in New Zealand. “We like to think of ourselves as a health care pro-vider, we don’t operate villages or independent living accommodations soour core business is aged health care. For us that means making life betterfor older people. Quite often when people come in older age care they re-ally think it’s the end of the line for them, and are often very depressed,”she says. “We like to offer them a new lease on life, so we are very commit-ted to not only optimising their healthcare so that they can enjoy life, butalso providing them activities for them to do to make the most of life.”Individual Care, Individual TastesTheir strategy is two tiered; the first part of it is that they offer special-ized food services. TerraNova has just had all of their menus changed bya well-known national chef that offers not overly complex dinner choicesbut great home style cooking. This required a complete retraining of theirstaff, but it has been received among the residents well.Presentation of food has been an important change in the dining roomas well; Cohen believes that part of what is appetising about a meal ishow it looks on a plate. “It should be presented in a manner that tanta-lizes the taste buds,” she says, but stresses that it should not be over thetop. The reason for this is that the elderly often want to have traditionalhome cooked style meals rather than then something extravagant. Find-ing the exactly right food hasn’t always been easy says Cohen, people have
72 | Business World Australia | Healthcaredifferent tastes. So, finding theright balance between nutritionand taste, and then taking intoaccount the individual tastes oftheir clients they have prepareda menu that should leave every-one happy and looking forwardto dinner.Improving Lives byGranting WishesEnhancing life style is the otherimportant strategy that theyare working very hard on. Oneof the programs that is coveredunder the Life EnhancementProgramme, one Cohen is veryexcited about, is called the Wish-ing Tree. “It was an initiativethat was originally developed byour Hastings facility, BrittanyHouse. The Wishing Tree wonthe New Zealand Health CareProviders Excellence in Care“Innovative Delivery Award” in2007. All our facilities have nowadopted it. It takes dedicationfrom their staff to make this hap-pen,” and Cohen likes to point itout as an example of their dedi-cation. “The Wishing Tree workswhen a resident says that theywould like to go whale watch-ing at Kaikoura, as an example,”says Cohen. “They hang theirwish on the tree, the staff thendo fund raising activities aroundit and when they raise the fundsthey can then send someone offto go whale watching.” They havehad numerous requests, from thesimple ones like sending a coupleback to the place they got en-gaged, to people who want to gotandem sky diving. Cohen saysthat this shows a zeal for life thateven surprises her, but gives hermuch heart. One of the ones sheremembers best is two elderlywomen (75 and 92 years of age)decided they wanted to go sky-diving, something she would al-most certainly does not want todo herself. “I get nervous enoughat ground level, I couldn’t imag-ine doing that, but they did!”Cohen chuckles.As stated before, the wishing treeprogram has gained industry rec-ognition and applause with sev-eral other companies have takenTerraNova’s lead and adoptedsimilar programs themselves. In
Healthcare | Business World Australia | 73this case imitation is truly thegreatest form of flattery. This hasalso provided staff and volun-teers a great focus for fund rais-ing activities. She sees each wishgrantedasatestamenttotheded-ication of their staff, and finds ithard to even say which wish wasthe most “heart rending”. “Eachwish is equally important, andit’s hard for me to pick one thattouched me more than another,”says Cohen.Listening to TheirResidentConstant feedback from bothresidents and staff has allowedthem to stream line their processand provide the best care pos-sible. Using a balanced score cardsystem they are able to rate risksGet your cleanersinto top gear.Jonmaster™• Ergonomic microfibre daily cleaning system increases productivity• Lightweight dry and damp mops decrease cleaner injuries• Eradicates 99.3%* of bacteria• 26%* faster - clean the most unreachable places• Save energy, save water, save costs*Trial reports available on requestDiversey Australia Pty Limited29 Chifley Street, Smithfield NSW 21641800 647 779www.diversey.comDiversey New Zealand Limited3 Diversey Lane, Manukau, 21550800 803 615Jan Cohen CEO
Healthcare | Business World Australia | 75their residents and react quicklywith a solid process in place. Thisprocess identifies where there istheriskofpotentialadverseeventoccurring through a series of keyperformance indicators. The bal-anced score guides the manage-ment decisions and enables therapid correction of potentiallyunsafe situations from eventuat-ing. “When a facility is deemedto be at risk, we have a pathwaywhich allows quick steps to takethat will mitigate the potential ofan adverse event. For example ifsomeone falls often, a special carepathway and observations will beapplied to that individual,” saysCohen. Her greatest desire is tomaintain every person’s dignityand independence so TerraNovatakes that into account with ev-ery action.Thinking Small andMaking a BigImpactCohen says they maintain themindset of a small corporatewith a big heart, and this, overall, allows them to treat each per-son in their care as an individual.Being treated like an individual isone of the things that TerraNovadoes best, and it is through thispersonalized care that they havecontinued to carve out a nameforthemselvesasthepremiercareprovider for older New Zealand-ers. If everyone had someone likeTerraNova looking out for themin their golden years aging wouldbe something you could lookforward too.
Healthcare | Business World Australia | 77Barossa Village was established in 1963, and has since its creation been devoted tothe aged care of Barossa and the surrounding communities. Their expertise andprofessionalism was recognized in 2008 when they received the National RetirementLiving Organisation of the Year Award. Located in Australia’s most famous wine re-gions, the Barossa Valley, they offer older Australians some real options in quality oflife living and care. Phillip Schmaal, CEO of Barossa Village, took the time to sit downwith us and tell us why this is not only a famous tourist stop over, but a great area inwhich individuals are choosing to spend their golden years.“Barossa village is a public benevolent institution – a charitable organization that wasset up around 50 years ago by the local community,” says Schmaal. The organisation wascreated to fill a need in the community for quality care and housing for older Austra-lians. As the need grew, so did the organisation. “The village is involved in all aspectsof aged care from retirement living through to home care, residential services, and full
78 | Business World Australia | Healthcaretime care,” he says. “We are try-ing to become a one stop shop inorder to cater to all the people’sneeds - from the time they needto downsize, being still indepen-dent, but they need to downsize. Be it from a farm or a fam-ily home to something a littlebit smaller; through to provid-ing them with care within theirown home; through to the pointshould they need to move intoa nursing type home to providethe care they need.” Schmaaldescribes their approach as acomplete solution that is as at-tractive as possible, and one thatmaintains individual’s freedomwhile maximizing their qualityof life.A self-described “Barossa Boy”Schmaal has a particular interestin ensuring that the communityhas continued support fromorganisations like Barossa Vil-lage. He spent much of his lifetravelling across Australia whenhe was involved in the wine in-dustry, eventually becoming in-volved with the not-for-profitindustry. This road eventuallyled him back home, and in a wayreunited him with some of thewines he loves. Schmaal speakswith passion no matter what thetopic is, and is always ready witha good wine suggestion.Regional South Australia, hassome of the highest proportionof aging and older individuals.As such the organisation alreadyplays an important role in thecommunity, but with recordnumbers of people expected toreach ages over 65 in the nextfew years, Barossa will becomeeven more vital to the commu-nity. “As such we are certainlyon the forefront of seeing theimpact of an aging populationon our local community. Wealready have to deal with theincrease in demands and expec-tations for the industry,” saysSchmaal. “We are just startingtom see an impact from the babyboomers who are coming intothat market. Their expectations,of course are very different fromtheir parent’s.” This is a commontheme across the world. With ageneration that has worked hardand is relatively financially in-dependent from their children,
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80 | Business World Australia | Healthcarethey can for almost the first timeafford something that is very im-portant to anyone at any stage oftheir lives – Choice.“Actively Engaged in Ageing” isBarossa Village’s motto, and ofcourse has more than one mean-ing. To the staff it means thatthey are engaged with their resi-dents, providing them with theservices and care they expect.For the residents, it is a promisethat getting old does not meantheir lives will be any less activeor fulfilling. In fact the programsat Barossa Village are meant toreengage them and provide themthe opportunities to lead a moreactive life style than they wouldhave without support or specificservices. “Retirement housing isno longer what we used to call“God’swaitingroom”,whatithasbecome is a place where peoplecan expect and get a full housewith a lock up garage, continuedaccess, the extra bed room wheregrandchildren can stay over,” hesays. Among the other amenitiesare larger rooms garages and carports that provide for the con-tinuing mobility and activity ofseniors.“Something that we are doing,and this was part of the reasonthat we got the National Retire-ment Living Organisation ofthe Year Award for 2008-2009from our peers in the industry,is that traditionally retirementliving has been in large retire-ment villages, but we are seeingsomething of a large sea change.People, we have been seeing, stillwant to be part of a local com-munity, especially when it meansstaying close to friends and fam-ily. They don’t necessarily wantto be fenced off from the com-munity in retirement housing.So what we have been construct-ing and are continuing to buildare cluster style retirement cot-tages. So, these are within thelocal community surrounded byother houses,” Schmaal says thatthey build them in groups of fiveor six, but make sure that exist-ing neighbourhoods. “Over theback fence you can hear childrenplaying, you are still very much apart of the local community. It’sthis great intergenerational con-nectivity that we are promoting.”
Healthcare | Business World Australia | 81This also allows them to placethe accommodations within easyreach of local doctors, shoppingand other services. Within theirextend care within their unitsand home care options, Barossahealth professionals as well as lo-cal GPs make the rounds provid-ing personalised care and regu-lar check-ups. Meals and homemaintenance are also provided,and any issues or required sup-port is only a phone call away.Each unit in their retirement vil-lages has a direct line to Barossa’son duty support staff. With over100 full time equivalent staffmembers, including registerednurses, hospitality staff, admin-istration, and even contractorswho are there especially to carefor individuals staying in theirown homes. With in-home sup-port, staff responsibilities canrun the gamut of simply helpingwith the house work, to cleaningthe gutters, to more advancedcare when they require assis-tance in showering and eating.These are regular visits, Schmaalexplains, and they can count onthe staff working there.Activities are an important partof life at Barossa Village, andSchmaal is very excited at theopportunities that they can pro-vide their residents. The Tinker’sShed is one of Schmaal’s favou-rites,buttheyprovideafullrangeof activities catered to the inter-ests of their residents. Being inwine country it would be remissnot to mention that with everymeal residents have the choice toget either their favourite beer, orone of the fine vintages availablein from the Barossa Valley.In all, Schmaal says that theyworkhardtocreateaplacewherethe needs of their residents aremet, and their expectations ex-ceeded. So far, with praise fromtheirpeersandresidentsitwouldseem they are meeting their ownlofty goals.