Originally I focussed on the "how to convert to word" part of the question and I advocated using latex and modifying the output of that for different users. I think that is still valid in some circumstances and will leave that answer.
I've had a fair amount of luck with going to word documents using latex2rtf to create an .rtf that then gets converted, rather than going through pandoc. As I wrote in Hide output, but maintain the cross-references, my solution has been to put a very tight cap on the packages that are used when creating a tex document that you know will be converted. This is because a lot of problems with conversion from .tex to .rtf are caused by optional packages and environments that are not supported. 2b1af7f3a8