Successful reform starts with connection
If you have an older relative or loved one receiving care at home, you’ll know how important it is for them to remain independent, connected and treated with dignity. You’ll also know that navigating the aged care system can be complex and, at times, overwhelming.
The Support at Home reforms are coming – and with them, one of the most significant shifts Australia’s aged care and home care sectors have ever seen.
The Royal Commission made clear that change was overdue, and the new Aged Care Act 2024 and Support at Home program are the Government’s response.Together, they mark the beginning of a new era: a rights-based framework, the consolidation of services, and an intricate network of new regulations and funding models.
Providers are delivering more than “care”. They are supporting dignity, companionship, and hope to older Australians. This isn’t just another policy update – it’s a transformation.
At Porter Novelli, we’ve walked alongside aged care and home care providers for more than 50 years, helping them navigate reforms, inquiries, and restructures. And one thing is always true: successful reform starts with clear, human communication.
In conversations across the sector, one question keeps coming up: How do we explain all this to the people who matter most – our staff, our clients, and their families – when time is short and the details are still evolving?
Older Australians themselves and their families know change is coming. Many are anxious about what it means for their care and the services they rely on. Others worry they will miss out on this life-changing support. Staff, too, are uncertain – unsure how new systems, funding models and expectations will affect the way they work.
The communication imperative is clear. But this moment calls for more than information; it calls for engagement – strategic, empathetic, ongoing engagement. For those in management roles at providers, there are some clear calls to action you must consider.
Four groups who need
to hear from you
To navigate this transition successfully as a provider, you must engage four key audiences:
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- Your staff – Staff are the heart of every care organisation – the hands and hearts behind the service. They need clarity and reassurance, and the tools to adapt to new processes and expectations. Engaging them early and often will help maintain morale and ensure clients continue receiving the care they trust.
- Current clients and families – Change can be unsettling, particularly for those who rely on care and support every day. Providers have a responsibility to communicate with transparency and compassion – helping clients understand what’s changing and what will stay the same. When people feel informed, they feel safe.
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- Potential new clients – As the new system rolls out, more people will be looking for guidance on how to access care – and many will see it as an opportunity to review or switch providers in search of better service, support, or value. Standing out in this competitive space will depend on how well you articulate your unique value and commitment to person-centred care. Clear communication builds trust – and trust builds growth.
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- Referral partners and contractors – These networks are vital. Ensuring your partners understand the scope of your services and your readiness for reform will help them advocate confidently on your behalf and keep your reputation strong in a changing environment.
The stakes for providers are high. Those who wait for clarity or take a “business-as-usual” approach risk confusion among clients, disengaged staff and a loss of trust within the communities they serve. With reforms of this scale, silence or hesitation can quickly create space for uncertainty – and that uncertainty can cost relationships, reputation and, ultimately, revenue. Clear, proactive communication now will pay dividends when the system changes take effect.
The Support at Home reforms are complex, yes – but they’re also an opportunity. An opportunity to build stronger relationships, enhance your organisation’s reputation, and demonstrate leadership through clarity, compassion, and conviction.
Change doesn’t have to be overwhelming when it’s approached with purpose and empathy. The providers who lead with openness and engagement will be the ones who emerge stronger, trusted, and ready for the future of care in Australia.
Because if you’ve ever supported an older loved one, you’ll know that real care starts long before a policy change or a government deadline. It starts with connection.
– Laura Hill is a specialist in stakeholder communications and engagement.