TLC Healthcare

TLC Healthcare has been selected as an ABA100® Winner for Marketing Excellence in The Australian Business Awards 2019. The Australian Business Award for Marketing Excellence [MXA] recognises organisations that have achieved outstanding results through initiatives that demonstrate innovative marketing strategies and outcomes.

TLC Healthcare (TLC) is approaching healthcare from a new perspective. TLC is dedicated to being leaders in innovative and integrated healthcare renowned for providing wellbeing to their local communities. Their focus is for customers to have access to the best quality integrated healthcare, when and where they need it.

TLC owns and operates some of the largest residential aged care homes, medical centres and industry training facilities at locations across Melbourne and the Geelong region, employing over 1,500 Australians. Their pioneering philosophy of integrating residential aged care homes, primary care medical centres and industry training is a first for Australia.

TLC Aged Care was founded in 1991 with the purchase of two aged care facilities in the Geelong area. From the beginning, TLC has been innovators in their approach to aged care. When TLC built their first home, they wanted to ensure that it provided residents with privacy, dignity, and above all an environment they could call home. This way of thinking has continued with the opening of each of TLC’s new homes.

Since that time, TLC Aged Care has grown to include 12 residential aged care homes, encompassing 1,554 places. TLC’s purpose built homes are located in Altona North, Armstrong Creek, Belmont, Clifton Views, Whittlesea, Hallam, Noble Park, Frankston North, Wallington and Donvale. TLC offers ‘ageing in place’ so that residents can remain in their chosen home throughout their cycle of care, provided that it is appropriate for their needs.

The northern side of the City of Yarra council area is home to around 48,000 residents, approximately 5,000 of which are aged over 65. There are currently 580 resident care places in the area which is significantly deficient for a population of this size.

The lack of available development land in the area, and the floor space required to make a residential aged care development commercially viable, made a high-rise facility the obvious choice.

On 27 August 2018, Clifton Views opened its door to new residents. Clifton Views in Fitzroy North, on the fringe of the Melbourne CBD, Australia’s first 10-level development solely dedicated to residential aged care. This landmark development boasts 123-rooms across nine residential levels with a ground floor medical centre, healthcare retail outlet, hairdressing salon, gymnasium, administration offices and TLC Café.

To launch Clifton Views onto the Melbourne market, a campaign was developed to highlight this unique aged care offering. The budget for this campaign was set and was to run from July 2018 to October 2018. All elements of the Clifton Views opening campaign were launched on time and to budget.

In the period from 1 July 2018 to 31 January 2019, the campaign generated 416 leads (monthly average of 59) and has a current occupancy of 51 residents. If forward projections are correct, Clifton Views is on-track to be fully occupied by November 2019. Media coverage of the development far outweighed our expectations, with the coverage on A Current Affair giving TLC prime time major network coverage for no budget outlay. 105 guests and 42 staff attended the Clifton Views opening party on Friday, 24 August 2018. Over the four open day events at Clifton Views, they welcomed 246 visitors.

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