Home' Australian Ageing Agenda : AAA Nov-Dec 2017 Contents P
hilippa Lewis, founder of aged care health
and technology companies Sanicare and
Simavita, now runs Elementum and has
linked up with leading data analytics firm
Quantium to undertake and sell an in-depth
analysis of the 60-plus age group broken into
Despite their differing social, economic, health
and lifestyle experiences, Quantium has not
previously micro-analysed the 65-plus segment in
the same way it does other cohorts as there has
been no commercial demand for such detail.
Quantium’s access to and analysis of billions
of consumer transactions in the retail, banking,
online and telecommunications sectors can
enable detailed consumer profiles of potential
aged care customers by location down to suburb
and street to provide and plan ser vices for them.
Philippa Lewis and Tim Trumper from
Quantium have been holding briefing sessions
around Australia to discuss the benefits of such
commercial intelligence to the aged care sector.
“The objective is to brief in the aged care
industr y to show them the depth of granular
data available and encourage the formation of a
buying syndicate of at least 20 to 30 to jointly
fund the data analysis for a phase one report,”
Lewis tells Australian Ageing Agenda in the lead
up to her appearance at the ITAC conference.
Providers can then decide on other data they
may wish to examine, she says.
“If you’re committing to major investment
strategies and infrastructure projects, you want the
most information you can get on which to go ahead.
“We’re creating an opportunity that ever yone
in the industr y can buy into, knowing that if you
don’t, your competitor probably will,” Lewis says.
Stakeholders taking notice
The briefings have drawn the interest of aged
care representatives and others.
In an increasingly competitive
marketing environment, providers are
being offered the opportunity to know
more about their potential targets
from detailed analytics.
In Adelaide in August, around 30 people
attended a briefing, including the representatives
of the Economic Development Board of SA, which
is developing a blueprint for an ageing economy.
It included board member Mike Rungie, who
is the former long-ser ving head of SA aged care
provider ACH Group where he was an industr y
leader in strategic thinking and innovation.
“Aged care providers have a passion for ser ving
their customers well, but struggle to predict how
their customers will change, and therefore what
the providers should be developing and letting go
of,” Rungie tells AAA after the briefing.
“Quantium has invited us to know our
customers through the data generated by how
they live especially in the way they will make
choices about their futures.
“This is the most significant aid to delivering on
mission that I have seen for some time,” he says.
Summit Care CEO Cynthia Payne says the
aged ser vices industr y was just coming on board
to the big data analytics discussion and this
initiative was “perfect timing.”
“The updated portals like GEN – the new aged
care data portal – are helpful but they invariably
focus too heavily on lag information. Data access
through Quantium will fast track the entire debate
currently on government’s agenda,” Payne tells AAA.
Similarly, CEO of Suncare Community
Ser vices, Russell Mason sees the value.
“Using sophisticated and well-designed data
sets and segmentation systems will enable us to
augment our own research and insights with an
exceptionally rich data set, Mason tells AAA.
“This means we will be able to anticipate the
changing needs of our current customer and
ensure we have the right product and ser vice
available at the right time.” n
Philippa Lewis is speaking about ‘Big
data analytics’ at 2.30pm on Wednesday
In-depth data and
intelligence on the 60-plus
age group could provide
huge benefits to those
servicing the aged care
sector, says Philippa Lewis.
want the most
you can get
on which to
42 | NOVEMBER – DECEMBER 2017
ITAC 2017 PROGRAM HIGHLIGHTS
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