The business challenge
The Fertility Partners operated a national network of established clinics across British Columbia, Manitoba, Ontario and Quebec. Each clinic had its own name, physicians, history, competitive environment and regional reputation.
The challenge was to build stronger national marketing capabilities without flattening the local identities and trust that influenced patient choice.
What I recognized
Fertility decisions are highly personal. Prospective patients considered more than available services: physician expertise, location, accessibility, representation, communication style and whether a clinic appeared to understand their needs all influenced trust.
A single national message would not be effective. Each clinic required a locally relevant value proposition supported by a coordinated network strategy.
The strategic direction
I built the marketing approach around local clinic strengths and patient decision factors, then connected web, SEO, paid media, PR, email, social media and physician communications around those priorities.
When performance reviews showed that digital-out-of-home investment was difficult to measure and underperforming, I recommended redirecting that investment into more targeted, trust-building channels—including physician visibility, practice-liaison outreach, physician email marketing, PR and digital content built around individual doctors’ expertise.
What I led
- Partnered with executives, clinic leaders, physicians and three specialist agencies to translate national and local priorities into coordinated marketing plans.
- Repositioned and rewrote clinic website content to communicate complex services, physician expertise and regional relevance more clearly.
- Used search, competitor, audience and performance data to guide paid media, SEO, social media and content priorities.
- Developed physician-visibility initiatives through media interviews, social and media training, Instagram Live conversations and audience-informed educational content.
- Translated complex fertility information into clear, compassionate language while maintaining clinical, regulatory and legal accuracy.
- Presented lead-generation performance, budget recommendations and marketing priorities to senior leadership.
Campaign feature 01
Making complex clinical information clear and patient-friendly
When the agency’s initial website content for Reproductive Care Centre did not fully translate the clinic’s technical information into accessible language, I took ownership of the rewrite. I reviewed the clinical source material, built fluency in the terminology and transformed it into clear, compassionate content aligned with the clinic’s brand and patient experience. I worked directly with Dr. Yasmine Usmani, Medical Director of the Reproductive Care Centre, to review the wording and confirm its clinical accuracy before publication.
Campaign feature 02
Physician-led content built for trust and performance
At Generation Fertility, one of the larger clinics in the network, I planned, directed and personally photographed a brand shoot with Dr. Mike Hartman as part of the clinic’s physician-visibility strategy. The resulting photo and video library created a consistent, recognizable physician presence across organic social, web and paid campaigns. When the organic content performed strongly, we adapted it into paid media—extending the value of the original production. Generation Fertility continues to use this content today.
Campaign feature 03
Helping patients understand who they were trusting
At Reproductive Care Centre, physician-first storytelling provided a more credible point of differentiation than the idealized baby imagery common across the category. Content featuring Dr. Yasmine Usmani highlighted her expertise, personality and perspective behind the practice, helping prospective patients relate to the physician as well as evaluate the clinic’s clinical capabilities and technology. The reel generated strong engagement and reinforced a broader strategy built around trust, informed choice and physician visibility.
The impact
What changed
The integrated PR, physician-visibility and digital approach generated 173 earned-media placements and 82.7M+ media impressions across the network, while contributing to a 25% lift in leads for a targeted clinic launch.
It also created stronger coordination across eight clinic brands while preserving the local trust and differentiation that mattered to prospective patients.
What this demonstrates
Multi-brand leadership, healthcare marketing, complex-content translation, patient acquisition, agency direction, executive communication and the ability to build trust in a sensitive category.