The Inside Word
Apollo cares and now Australia knows it too
A year ago, Apollo Care asked the SAS Group for communications and media support. The aged care Approved Provider was two years old, had a highly experienced executive team, disruptive operational and financial models, owned seven regional aged care communities, and had several key goals, all of which pivot on reputation.
Apollo Care wanted to build its media profile and to attract capital, potential acquisitions, aged care workers and residents. With these clear goals, we set about defining Apollo Care’s key messages, establishing how it differentiates from other players, and highlighting good news stories in a sector beleaguered by negative media.
We identified and pursued media opportunities across radio, print, television and digital platforms, wrote award submissions and engaged with local communities. The story compounded with every acquisition, award and interview, and one year on, Apollo Care has achieved significant operational and media milestones.
On the operational front, it grew to 11 aged care facilities across Queensland, New South Wales and Victoria; reopened a closed facility; created 114 additional aged care suites; achieved an above-industry occupancy rate of 90 per cent, full three-year accreditation, and increases in staff wellbeing, achievement, connection and performance at every aged care community; and gave each care worker a palm-held mobile device to enhance care delivery.
On the media and communication front, Apollo Care won two prestigious international awards; garnered significant, positive industry and regional media coverage; and hosted many community meetings, celebrations and openings at regional aged care communities. “Our message has really gained traction and it’s been a huge year,” says Apollo Care’s CEO, Stephen Becsi OAM. “All sorts of organisations are now reaching out to us – aged care providers, recruitment companies and media. We’re fulfilling our mission to save small, regional aged care communities and 2024 is shaping up for further growth. Our disruptive model is working, and we’re ready for the challenges ahead.”
Photo: Tenterfield Care Centre’s Haddington nursing home, one of Apollo Care’s latest acquisitions