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To strengthen clinical credibility and address outdated perceptions of IV iron therapy, ASK Communications led the development of an evidence-based white paper that outlines its safety, efficacy, and benefits.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.

Case Study Office of the Commissioner of Indigenous Languages (OCIL)

Once in a lifetime, you have the honour of working on a project that fundamentally changes you. For ASK, this was our work with the Office of the Commissioner of Indigenous Languages (OCIL). The Commission sits in the broader public and non‑profit sphere. It’s an independent Indigenous languages commission established under the Indigenous Languages Act as part of the federal implementation of the TRC Calls to Action.

ASK’s role

In close collaboration with the Commission, ASK’s work focused on integrated marketing and communications strategy and implementation, as well as on partnership strategy. Initiatives were aimed at promoting, celebrating and championing Indigenous languages, and supporting Indigenous Peoples in Canada and around the globe in reclaiming, revitalizing, maintaining, and strengthening their languages. Additionally, on behalf of OCIL, the marketing and communications team supported the objectives of the International Decade of Indigenous Languages.

ASK’s goal was to raise awareness of the OCIL’s role and mandate, support Indigenous-led languages revitalization efforts, and promote public understanding of OCIL’s vision: ‘All Indigenous languages in Canada are safe, vibrant, and thriving’. ASK applied developmental evaluation to all marketing and communications objectives to ensure we were always listening and learning, and constantly adjusting based on real-time feedback, rather than waiting until the end to judge success.

The work included strategic messaging, content adaptation for First Nations, Inuit, and Métis audiences, and distribution of campaign materials across digital, print, radio, and community channels in English, French, and multiple Indigenous languages. Services included media buying, network coordination with Indigenous media outlets, performance reporting, focus group facilitation, spectating of multiple Regional Gatherings and subsequent reporting, and development of a detailed Strategic Marketing and Publicity report.

In addition to the ongoing national awareness campaign for the Commission, ASK helped hire and train an Indigenous policy and communications professional on the Commission's behalf and provided strategic marketing and publicity leading up to Canada’s first Global Indigenous Languages Summit, WAVES 2025.