Healthcare is full of pressure and pace—but every now and then, someone steps back and asks, “What really matters?” The answer isn’t complicated. It’s people. It’s dignity. It’s care that feels real. That’s the kind of care Duane Letson has spent his life building. As the Franchise Owner of Just Better Care Mornington Group and Hobart, Duane isn’t just running a healthcare service—he’s leading with purpose, compassion, and a bold belief that care should always feel personal. His story isn’t about business first—it’s about a lifelong connection to care, shaped by experience, family, and commitment to community.
Duane Letson’s story is one shaped by heritage, passion, and a visionary leap into entrepreneurship. From his earliest days, healthcare was in his blood. “My mother ran a nursing business, and many of my family members have worked across residential and community care. It’s in my DNA,” he reflects. This legacy inspired Duane to begin his own career as a nurse, immersing himself in the frontline realities of care. But his ambition extended beyond the bedside.
As he moved into leadership roles across both not-for-profit and for-profit sectors, Duane Letson sought to impact care on a broader scale. With an MBA under his belt and experience as a Business Analyst, he rose to become Director of Transformation at a major not-for-profit commercial division. This pivotal role saw him guiding the organisation through the complex transition to Consumer Directed Care—a system that demands agility, foresight, and a commitment to quality. “I helped lead the organisation through the transition to Consumer Directed Care, ensuring we stayed ahead of legislative changes while maintaining viability and quality,” he says.
Yet, amid the successes, Duane Letson felt constrained by corporate frameworks. His desire for a more personal, innovative, and community-rooted venture grew stronger. It was this yearning that drew him to Just Better Care—a franchise that aligned with his values and offered the freedom to innovate locally. Beginning with the Mornington Group in Melbourne’s outer metro areas, and later expanding to Hobart, Duane Letson saw an opportunity to combine strategic expertise with heartfelt care. “I wanted to build something of my own alongside my partner that was grounded in values, innovation, and deep local connection,” he explains.
Let’s explore how Duane Letson is redefining community care with heart, vision, and purpose at Just Better Care!
A Vision for Care That Empowers and Connects
At the core of his leadership is a vision that transcends traditional care delivery. Duane Letson is dedicated to creating a community where care is genuinely person-centred—providing support that honors each individual’s dignity, independence, and unique life story. As he puts it, “Our vision is to create a connected and empowered community where individuals receive care that is truly person-centred, proactive, and preserves their dignity and independence.”
This commitment perfectly reflects Just Better Care’s mission, which emphasizes inclusion, choice, and high-quality support. Through the new Support at Home model, Duane Letson and his team are innovating restorative and preventative care pathways. By partnering closely with local networks and co-designing services alongside clients, they ensure people stay empowered and in control of their care journey.
Deeply Local, Distinctly Different
What truly distinguishes Just Better Care in the Mornington Peninsula and Hobart regions is its authentic, values-driven approach deeply rooted in local communities. Unlike larger corporate providers, Duane Letson’s teams live and work within the areas they serve, giving them an intimate understanding of their clients’ unique needs. This closeness empowers staff to make timely decisions on the ground, fostering a culture of responsiveness and genuine trust.
As Duane Letson explains, “We’re not a distant corporate entity—we’re embedded in the community. Our teams live locally, understand the unique regional needs, and are empowered to make decisions at the point of care.” This commitment to relationship-building extends beyond individual clients to their families, strengthening continuity and ensuring that care always feels personal, never transactional.
To support this approach, Just Better Care invests significantly in comprehensive staff development and client engagement strategies. The outcome is a service where clients truly feel heard and valued, families find comfort and reassurance, and staff take pride in being part of something meaningful.
Navigating Challenges with Resilience and Purpose
Operating a healthcare franchise brings a unique set of challenges, and Duane Letson’s journey has been no exception. Constant changes in funding models, workforce shortages, and rising compliance demands have created a dynamic and often unpredictable environment. Duane Letson acknowledges that “one of the most significant challenges has been navigating constant reform while maintaining workforce stability and consumer confidence.”
Despite these hurdles, Duane Letson and his teams have demonstrated remarkable adaptability. Transparency with both clients and staff has been a cornerstone of their approach, alongside investments in strong internal systems that promote operational excellence. Cultivating a culture that attracts and retains purpose-driven employees has also been critical in addressing workforce shortages.
Collaboration plays an essential role in maintaining resilience as well. By working closely with other franchise owners, the franchisor, and embracing technological innovations, Duane Letson’s team stays agile amid ongoing change. As he notes, “Embracing technological solutions have also helped us stay resilient and agile through reform.” This proactive mindset has been vital to sustaining service quality and preserving trust during challenging times.
Duane Letson’s leadership philosophy is deeply human and grounded in core values. He believes that authenticity, accountability, and a commitment to service are essential for motivating teams and delivering outstanding care. As Duane Letson explains, “I lead by example, stay closely connected to our front-line teams, and ensure that every strategic decision reflects our values.”
He recognizes that people perform at their best when they feel trusted, supported, and genuinely heard. To nurture this environment, Duane Letson emphasizes regular check-ins, celebrates shared achievements, and fosters a growth mindset across the organisation. Leadership development is encouraged at all levels, helping team members understand how their daily efforts contribute to the broader mission.
This values-driven approach has shaped a workplace culture where staff feel valued, engaged, and aligned with the company’s purpose. It is this culture of care—for both clients and employees—that fuels ongoing success and satisfaction.
Trends Shaping Healthcare and Wellness
Looking ahead, Duane Letson observes significant changes transforming the healthcare franchise landscape. Integrated, technology-driven, and preventative care models are quickly becoming standard practice. The rollout of the Support at Home program offers fresh opportunities to rethink consumer-directed care, emphasizing flexibility and personal choice.
Wellness is increasingly understood as a holistic concept that weaves together physical, mental, and social health. In response, Just Better Care is strengthening multidisciplinary partnerships, streamlining workflows through digitisation, and expanding preventative services such as falls prevention, continence support, and cognitive wellbeing initiatives.
As Duane Letson notes, “We’re seeing a strong shift toward integrated, tech-enabled, and preventative models of care.” This forward-thinking approach equips the franchise to meet evolving community needs with both agility and compassion.
Sustainable Growth Rooted in Community
Growth at Just Better Care is not about rapid expansion but about sustainable, community-led development. In the Mornington Peninsula, the focus is on deepening aged care and NDIS offerings, especially within the private market to balance risk and opportunity.
In Hobart, workforce development takes centre stage, with investments in clinical and leadership pathways supporting service expansion. Duane Letson’s team is also exploring outreach models for semi-regional areas that face service gaps, ensuring more people have access to quality care.
While there are no immediate plans to venture into new regions, the groundwork is being laid for future scaling when the time is right. This measured approach ensures growth is managed responsibly, maintaining the franchise’s core values and quality standards.
Technology as a Partner in Care
Technology plays an enabling role in Just Better Care’s service delivery, enhancing responsiveness without replacing the human touch. Real-time scheduling, mobile case notes, and client health dashboards improve transparency and efficiency, helping staff stay connected and informed.
Looking to the future, Duane Letson envisions integrating AI-assisted care planning, remote monitoring, and predictive analytics to support early intervention and tailored care. Digital tools for client engagement, including feedback platforms and onboarding pathways, are also being developed.
“We view technology as an enabler—not a replacement—for human care,” he explains. This balanced approach ensures technology supports, rather than overshadows, the essential human connection in community care.
Building a Values-Driven Workforce
Recruiting, training, and retaining staff who embody Just Better Care’s values is a cornerstone of Duane Letson’s leadership. While skills can be taught, empathy and a commitment to the organisation’s ethos are non-negotiable. Recruitment processes reflect this, focusing on heart and purpose.
New team members undergo comprehensive onboarding, including shadowing experienced staff, reflective practice, and hearing client stories that embed the culture from day one. Ongoing clinical supervision, leadership development, and clear progression pathways nurture growth and engagement.
Retention is bolstered through recognition, flexible work arrangements, and fostering a sense of belonging. “We celebrate our people often and loudly,” he says, underscoring the importance of honouring those who deliver care every day.
Purpose as the Ultimate Motivation
At the core of Duane Letson’s work is a deep commitment to dignity, respect, and quality of life for everyone—regardless of age or ability. Having seen firsthand the transformative impact of community care, he draws motivation from the meaningful difference his efforts make.
As he reflects, “What keeps me going is the knowledge that the work we do matters.” For Duane Letson, empowering teams, advocating for clients, and challenging the status quo go beyond routine tasks—they form a mission to improve the healthcare system.
This strong sense of purpose sustains him through challenges and ignites his passion for leading a franchise that focuses not just on business, but on enriching people’s lives.
Advice for Aspiring Healthcare Franchise Owners
For those thinking about entering healthcare franchising, Duane Letson’s advice is clear: start with your ‘why.’ This industry requires resilience, vision, and a deep well of empathy.
He recommends, “Align yourself with a franchise model that not only offers operational support but shares your values.” While the work can be challenging, it’s deeply rewarding, blending personal fulfillment with professional success.
Duane Letson emphasizes the importance of investing early in people, technology, and systems, while remaining open to continuous learning and fostering authentic community partnerships. Most importantly, he reminds aspiring owners to always keep the individuals and families at the heart of every care plan front and centre—they are the reason this work exists.
A Model of Care That Inspires
Duane Letson’s journey with Just Better Care Mornington Group and Hobart exemplifies how leadership rooted in values, community, and innovation can transform healthcare delivery. His story is a powerful reminder that at the centre of every successful healthcare franchise is a deep human commitment—to dignity, trust, and care that truly makes a difference.
As the sector faces rapid change, leaders like Duane illuminate a path forward—where technology supports, communities are empowered, and care is personal. His vision and work stand as an inspiring model for the future of healthcare and wellness franchising in Australia.
