Challenge
The target market is inherently time-poor and tightly gate-kept meaning that a strategic approach was required to engage the right stakeholders in an effective way. Unrelated to the Nepean Health Hub there were also a number of developers that had handed back deposits prior to the construction for neighbouring properties which had eroded trust when it came to securing pre-commitments.
Strategy
The team adapted to the highly specialised medical environment by meeting the audience with an integration and patient-centric message and in-depth market knowledge. This ensured that the asset had a comprehensive mix of medical practitioners with allied healthcare and service providers for the catchment area.
Colliers developed a comprehensive marketing and communications strategy to run tandem with CHPFunds Health Hubs brand. This has and will continue to ensure complete market coverage. The campaign runs an omni-channel digital marketing campaign along with traditional marketing activities.
Services
Colliers provided transaction services, research and digital marketing to sell and lease the niche integrated healthcare centre. This included a 6 month communications and client engagement strategy to ensure that the asset is a thriving healthcare community when the development reaches forecasted completion at the end of 2021.
Results
Sales and leasing have already commenced. Some of the major tenants, so far, include OctaMedical GP and Pharmacy, Castlereagh Imaging and IVF Australia as well as a range of specialists and relevant allied health involvement.
Testimonial
“Andrew and John have a unique ability to position complex projects from a sales and leasing perspective as well as an advisory standpoint. Their experience and expertise in local markets combined with nationwide networks has meant that they were able to build awareness for multiple stakeholders interested in the project. A nuanced approach utilising a vendor-agency marketing and sales strategy has greatly benefited the project. Andrew and John consistently challenged assumptions and problem solved by leveraging with their colleagues and the broader Colliers business.”
Bryce Stickland
Business Development Manager
Cornerstone Healthcare Property Fund
