Articulating what makes Australian Unity different.
“We had tried to articulate our value proposition for four years and TheDesignThinkers® succeeded in a month.”
Beverly Smith, EGM Residential communities
Australian unity engaged our services to develop a strong proposition for the residential aged care division.
Our review of the sector’s communications highlighted how inherently ageist it is, low on substance, high on condescension. The infantilised representation of retiree life in no way reflects the weight of the decision on residence, potential for wellbeing enhancement, or quality of life.
It’s no way to treat the wisest amongst us.
We understood that it’s fifteen year track record of delivering a market leading product, Australian Unity had the unique opportunity to change the conversation, and working towards a society where ageing is respected and embraced a part of life, not a medical problem.
We want to give our elders control of their experience.
We created a choice construct that inherently shifts the organisation towards customer-centricity and integrated operations, away from funding and regulatory-led decision making. We created a proposition that articulates the ambition. We developed a strategic plan that maps proof points to promises, to build credibility whilst we enhanced the offering over the next 2yrs. This became the evidence-based business case for change to drive further internal investment.