Listening first, caring always: Inside Cubro’s hands-on approach to aged care
With aged care needs evolving across New Zealand, it’s more important than ever to stay connected with the people and facilities delivering care every day. That’s why our general manager of aged care, Ashley, recently sat down with NZME journalist Diane McCarthy to share Cubro’s approach to supporting aged care providers through listening first, acting with care, and delivering smarter solutions. Read the full story below.
Living the values
As a leading provider of innovative healthcare equipment, the people first philosophy influences every part of Cubro’s approach, from staff, to sustainability, to everything in between. It’s not just about selling a product, it's about understanding the people Cubro serves and creating long-term partnerships that deliver real care outcomes.
“Care is one of our core values. If you get that right, everything else flows,” says Ashley. As a Kiwi business, Cubro’s values show up every day in interactions with staff, clients, and ultimately, residents.
Those values are encompassed in every step, from sourcing the latest technology to sustainability.
Why it’s about more than products
The aged care landscape is crowded with options. But Cubro doesn’t start with product features and specs. Listening comes first, says Ashley.
“It starts with identifying the core issue, and then offering a tailored solution. Otherwise, you're just guessing. A lot jump straight into solutions without fully understanding the problem.”
“But in aged care, unless you truly understand the issues facing staff and residents, you can’t deliver the right solution."
Built on local knowledge, with a national reach
Cubro’s 40+ years in the New Zealand market means every corner of the company understands where the real needs lie. “It's not just about importing equipment and trying to sell it,” says Ashley.
“We offer solutions for different people, budgets, and challenges, combining international innovation with local expertise,” he adds.
“Care happens in rural places, not just the main centres. Delivering a bed to a facility in Invercargill or Dargaville is no small feat. We deliver, install, and train, so caregivers can focus on care.”
Ashley cites one customer that leased a building to store items and manually distribute them. Cubro committed to deliver directly to each of their facilities. “That removed extra costs, reduced logistics, and made everything smoother. We even commissioned the equipment on site, which made a huge difference.”
Staying ahead in a rapidly evolving industry
Healthcare is moving fast, and Cubro ensures aged care providers aren’t left behind.
“We have an in-house research and development team and a business development team that attends global trade shows and connects with international leaders,” says Ashley. “We don’t adopt every new technology, we research and test whether it delivers real value in New Zealand. If it does, we bring it in. If not, we wait.”
Ashley cites a new overhead lifting solution for safely moving residents. The proven European technology was brought to New Zealand by Cubro and adapted for local needs.
“Compared to traditional mobile hoists, they're easier, faster, and safer,” he says. “They require only 5 to 15% of the physical effort of older methods. They prevent staff injuries and make transfers safer and more comfortable for residents.”
Better care and better training
“Better care” is one of Cubro’s core values, and that means care that respects both residents and caregivers.
Training is a core part of delivering that value, helping caregivers do their job better while reducing injury risk and improving retention. Rather than a one-off session, Cubro embeds training across the equipment’s lifecycle to keep care teams confident and capable, says Ashley.
“We provide general and specific training, topics like pressure injury prevention, and hands-on sessions with the actual equipment. We create focused training for their staff, that empowers caregivers, boosts user confidence, and improves resident care.”
Sustainability is part of the care equation
Sustainability is woven into how Cubro delivers care outcomes, says Ashley. “We focus on all aspects, not just recycling and carbon footprint, but also efficiency and practicality.
That includes logistics. When delivering a new bed, Cubro coordinates the entire process and removes the old one to recycle or refurbish it, rather than leaving that burden with the facility.”
Shaping the future of aged care in New Zealand
Cubro’s strength lies in its flexibility and support for a wide range of care providers, from rural facilities to large scale centres.
With a deep understanding of the aged care landscape, hands-on service, and values that guide daily work, Cubro continues to strive for better care outcomes for both residents and carers across New Zealand.
This article was originally written and published by NZME, one of New Zealand’s major media networks.