TLC Healthcare (TLC) is one of Australia’s most innovative providers of integrated healthcare, operating 12 multi-generational healthcare precincts across Melbourne and the Geelong region. Its unique business model co-locates the following services:

• Residential aged care
• Primary care medical centres with allied health
• Health clubs
• Early learning centres
• Registered training organisation (RTO)
• Commercial cafes and bars.

Additionally, TLC owns and operates a Supplies business, providing everyday consumables for aged care, hospitals, medical centres, early learning centres, and general office requirements.

Guided by its mission to lead in innovative and integrated healthcare, TLC ensures communities have access to high-quality care when and where they need it. In line with this mission, TLC undertook a transformative digital initiative to consolidate its fragmented digital ecosystem and implement a new website, CRM and marketing automation system.

Before the project, rapid business growth and the establishment of multiple service brands had left TLC managing 47 separate websites with no CRM, resulting in poor user experiences, inefficiencies, inconsistent brand representation, and a lack of data transparency. These challenges directly affected customers, staff, and stakeholders by creating barriers to accessing services, slowing enquiry management, and limiting scalability.

To address these issues, TLC partnered with Jaywing and Kongo to deliver a large-scale digital transformation spanning from October 2023 to June 2024. The initiative’s objectives included improving customer experience and engagement, streamlining enquiry processes, strengthening brand cohesion, enabling data-driven insights,

and building a scalable, future-ready digital framework. Research into competitor offerings confirmed the requirement for a bespoke solution, while a detailed roadmap guided development across discovery, design, and technical phases.

The new website unified all services under a single domain, delivering an intuitive, mobile-responsive platform with multiple navigation paths and centralised service directories. HubSpot was implemented as a central CRM and marketing automation system, embedding automated workflows and a unified enquiry pipeline tailored for

each service. This ensured that no enquiry was lost, sales teams had visibility across all touchpoints, and customers experienced consistent, timely, and professional engagement. Integrations with third-party systems such as Monad (aged care), Xplor (early learning), and Perfect Gym (health clubs) further streamlined internal processes

by eliminating manual data handling.

Execution was supported by a structured project management approach using Asano, weekly stakeholder meetings, and cross-functional collaboration across TLC’s marketing, ICT, executive, and sales teams. This ensured milestones were met, challenges were resolved quickly, and the project remained aligned with

organisational priorities.

The outcomes have been transformative. Customers now enjoy seamless digital experiences, from GP bookings and early learning enquiries to gym memberships and course applications. Internally, a central CMS has drastically reduced time-to-publish and improved consistency across services. HubSpot has streamlined enquiry

management, lifted sales efficiency, and improved conversion rates. Centralised analytics now empower TLC to make data-driven decisions that refine marketing campaigns and service delivery.

The initiative has delivered direct and indirect benefits, including improved customer satisfaction, operational efficiencies, and stronger brand cohesion; enhanced accessibility and confidence for community members; and reduced reliance on paper-based processes, thereby supporting environmental sustainability. Most importantly, it has embedded a scalable, future-ready digital framework that supports TLC’s rapid growth and innovation, setting the benchmark for how healthcare is delivered in Australia.

By successfully rebuilding its digital ecosystem and embedding HubSpot to unify enquiry management, TLC has demonstrated how a healthcare provider can harness digital transformation to strengthen customer engagement, streamline operations, and reinforce its position as a leader in innovative, integrated healthcare.

For more information about TLC Healthcare, visit tlchealthcare.com.au.