We interviewed 14 HCPs between September 2012 and October 2013. Respondents included three health-care assistants, one nurse, one clinical nurse manager, one clinical manager (manages a memory clinic service in an NHS-based organisation), two care home managers, one admiral nurse lead (specialist dementia nurse), one mental health nurse, one specialist mental health nurse and one occupational therapist. Two commissioners responsible for older adult services within a CCG were interviewed. While the range of experience and length of time in their current role (11 months to 14 years) was variable, all of the respondents were experienced in the health and social care sector. Interviews lasted approximately an hour.