Services
Build a brand people trust. Then go get the patients.
I’m JD MacKenzie, owner of Fixate Brand Strategy and a healthcare marketing strategist in Toronto. I help clinics, health-tech, pharma, and medtech teams figure out who they’re talking to, what to say, and where to say it — then I do the work that brings new patients and clients through the door.
30 minutes. No pitch deck, no pressure.
Service pillars
Strategy first. Tactics second.
Most health brands jump straight to ads. That’s how you end up paying to send people to a message that doesn’t land. These four pillars are the foundation everything else sits on.
Strategic brand management
Your brand is the reason someone picks you over the clinic down the street. I’ll define your positioning, messaging, and identity, then keep it consistent everywhere it shows up.
- Positioning and messaging framework
- Brand guidelines your whole team can use
- Brand audits and refreshes
Customer insight research
Stop guessing what your patients and clients want. I talk to them, survey them, and dig through the data so your decisions are based on what people actually think.
- Interviews and surveys
- Personas and audience segments
- Competitor and market scans
Patient journey planning
From the first Google search to the follow-up appointment, I map every touchpoint, find where people drop off, and fix it. Small changes here make a big difference.
- End-to-end journey maps
- Friction audit: booking, intake, and the waiting room
- Retention and referral touchpoints
Customer acquisition strategy
A clear plan for which channels to use, what to spend, and how to measure it. No spray-and-pray, and no paying for clicks you can’t trace back to a booking.
- Channel mix and budget plan
- Funnel and KPI framework
- 90-day launch roadmap
The channels
How I help you win new patients and clients
Once the strategy’s set, I run the channels that turn it into booked appointments, referrals, and sales. You don’t need all eight. You need the right three.
Paid ads
Google, Meta, and LinkedIn campaigns built around healthcare ad policies, so they get approved and get clicks.
Web design
Fast, accessible sites that make booking easy and answer the questions people are too shy to call about.
Email nurture campaigns
CASL-compliant sequences that keep you top of mind until someone’s ready to book.
Text message marketing
Reminders, recalls, and offers — sent only to people who opted in, with an easy way out.
Referral fax outreach
Yes, fax. It’s still how a lot of physicians get referral info. I’ll get you onto the right desks — with consent.
Google Business Profile and reviews
A sharp listing, a fair process for asking for reviews, and replies to every one that never reveal patient info.
Public relations
Media pitches, expert commentary, and announcements that build the kind of credibility you can’t buy.
Organic social media
Content your audience actually wants to read, posted consistently, in a voice that sounds like you.
Why healthcare is different
Built for healthcare’s rulebook
Health marketing comes with rules most agencies don’t know exist. I build them into the plan from day one, so you don’t find out the hard way.
Consent and unsubscribe rules for email and text (CASL)
CRTC telemarketing rules for fax outreach
Privacy law (PHIPA, PIPEDA) — no patient data in your ad tracking
Regulatory college advertising standards — testimonials, claims, before-and-afters
Health Canada rules for advertising drugs and medical devices
Google and Meta healthcare ad and review policies
I’m not your lawyer. But I know where the landmines are, and I’ll tell you when it’s time to call one.
Who I work with
How working with me goes
- 01
Discovery call
A free 30-minute chat about where you are, where you want to be, and whether I’m the right fit.
- 02
Strategy
Research, positioning, and a channel plan you can actually read — not a 90-page deck.
- 03
Launch and run
I build and run the campaigns, or hand your team a playbook to run them in-house.
- 04
Measure and adjust
Plain-English reporting on what’s working, what isn’t, and what I’m changing next.
“Fixate’s expertise revolutionized our brand positioning and allowed us to more effectively communicate our value proposition to our clients.”
Not sure where to start? That’s literally what the call is for.
Tell me what’s going on. I’ll tell you what I’d do first — even if it’s not hiring me.
Or reach me at BrandStrategy@fixate.ca · (647) 459-2865