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To strengthen clinical credibility and address outdated perceptions of IV iron therapy, ASK Communications led the development of an evidence-based white paper that outlines its safety, efficacy, and benefits.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

Good marketing earns trust.

Good marketing gets attention, but meaningful communication earns trust—and trust is what sustains relationships long after the campaign ends.

We know trust is built through listening, cultural understanding, and showing up consistently and with respect. It does not end when a campaign wraps; it carries forward in every interaction, every message, and every relationship we nurture over time.

Trust is not a tactic - it’s a long-term commitment. It requires reflection and space for dialogue, accountability in how stories are told, and a willingness to prioritize relationships and reputation over reach. When communication is grounded in these principles, it does more than inform or persuade - it creates a connection that lasts.

This is why we valued the opportunity to work on projects that give back to the communities where we work. Projects like ‘all in for youth’, where we worked alongside Ogilvie LLP and United Way Alberta, were successful campaigns that engaged youth and inspired them to explore different art forms. The winner received a feature ad in Edify Magazine, along with art supplies they might not otherwise have had access to.