KPJ Healthcare
Leading a sensitive divestment to a successful conclusion
Jeta Gardens is an aged care facility with an adjacent retirement village located south of Brisbane, catering to a culturally and linguistically diverse community. Majority-owned by Malaysian-based KPJ Healthcare, the facility faced growing challenges due to its scale disadvantage compared to larger Australian aged care providers.
Over time, Jeta Gardens contended with negative media attention, including non-compliance findings, a resident’s suicide, and a high number of COVID-19 fatalities. With increasing vacancy rates and staff turnover, the Jeta Gardens Board and KPJ Healthcare decided to divest. EY was appointed to manage the sale, evolving the process from an off-market expression of interest to a complex split-asset approach.
Brief
Cole Lawson Communications was engaged to develop and deliver a strategic communications approach to support the divestment of Jeta Gardens. With a complex stakeholder landscape that included employees, residents and their families, suppliers, minority shareholders, and industry observers, maintaining trust and transparency was critical.
Our role was to help protect the reputation of both KPJ healthcare and Jeta Gardens throughout the process, particularly given the facility’s history of regulatory scrutiny and media attention.
Our Approach
· Tailored Communication Strategy
o Developed a plan that acknowledged the facility’s multicultural environment and positioned the sale as an opportunity for enhanced resident services and better operational scale under new ownership.
· Multi-Stakeholder Engagement
o Developed tailored messaging for diverse groups including employees, residents, suppliers, minority shareholders, and industry stakeholders.
o Delivered culturally sensitive materials, in-person briefings, and open forums to encourage feedback and minimise uncertainty.
· Adaptive Delivery
o Responded to changes in buyer interest and sale structures with agile communications planning.
o Maintained a consistent, clear narrative to manage media coverage and stakeholder sentiment throughout the evolving process.
· Change Management & Issue Mitigation
o Provided hands-on support to Jeta Gardens’ executive team during CEO and Board transitions, ensuring continuity of stakeholder communications.
o Developed protocols for handling information leaks and managing disaffected stakeholder groups including minority shareholders who were also residents.
· Extended Marketing Support
o Developed a refreshed digital strategy, including rebranding the retirement village and launching new social media assets to demonstrate viability for prospective buyers,
o Provided event support and videography to enhance the facility’s visibility and appeal of the facility.
Results and impact
Cole Lawson helped guide KPG Healthcare and Jeta Gardens through a challenging divestment by protecting their reputation, supporting their community, and laying the foundation for a stronger future under new ownership.
· Successful Divestment
o In early 2024, the aged care division of Jeta Gardens was successfully sold to Opal HealthCare, an established Australian operator with the scale to improve resident care and operational outcomes.
· Strengthened Reputation
o Despite significant negative media coverage and regulatory findings, our strategic communications preserved trust with key stakeholders and helped maintain stability throughout the divestment.
· Culturally Responsive Engagement
o Sensitive messaging reassured a diverse resident community, maintaining occupancy and community confidence during a period of significant change.
· Enhanced Organisational Resilience
o Proactive communication framework and leadership support created smoother transitions during Board and executive changes, reinforcing internal stability.
· Elevated Marketing Assets
o Rebranding efforts, social media strategies, and community engagement materials not only supported the sale but strengthened Jeta Gardens’ market positioning and appeal to prospective residents and stakeholders.