Case Study: Mainline Wellness + Iron for Health

ASK Communications refreshed Mainline Wellness’ brand identity and messaging to communicate safety, professionalism, and trust, ensuring the tone and visuals were culturally informed and inclusive. We developed clear, accessible patient education materials, referral resources, and website content explaining IV iron therapy and its benefits. To reduce barriers and improve comprehension, key materials were also translated into relevant South Asian languages, ensuring patients could access information in their preferred language.

ASK’s role

To strengthen clinical credibility and address outdated perceptions of IV iron therapy, ASK Communications led the development of an evidence-based white paper that outlines its safety, efficacy, and benefits. This resource supported informed decision-making among healthcare providers and reinforced Mainline Wellness’s role as a trusted outpatient partner. This resource supported informed decision-making among healthcare providers and reinforced Mainline Wellness’s role as a trusted outpatient partner.

ASK Communications also partnered with Northern Alberta Institute of Technology and marketing instructor Dr. Jennifer Chernesky to engage fourth-year marketing students in the project. This collaboration provided students with real-world experience while contributing research insights and creative input to support the clinic’s communications strategy.

All deliverables were designed to be scalable and sustainable, enabling Mainline Wellness to increase awareness, support patients and referring providers, and maintain effective communications without requiring significant ongoing involvement from clinic leadership.

Outcome

Awareness and understanding of IV iron therapy increased among both patients and healthcare providers, with feedback indicating that culturally sensitive, multilingual materials helped patients feel seen, informed, and empowered to seek care. Referring physicians reported greater confidence in prescribing IV iron, supported by the evidence-based white paper and clinically sound communications. Outcomes were measured through a combination of patient and provider feedback, referral patterns, engagement with educational materials, and usage metrics for digital resources. The project met its objectives of improving access, building trust, and enhancing the clinic’s credibility, and the ultimate acquisition of Mainline Wellness by TELUS Health validated the strategy's long-term success.