--- title: "TELUS Health MyCare: Brand Campaign | Gene" description: "Brand campaign case study: how Gene extended TELUS's trusted network into virtual care with The Doctor Will See You Now, bringing healthcare to rural, remote, and Indigenous communities across Canada." image: https://geneworldwide.com/hubfs/gene-migration/assets/uploads/2024/06/MyCAre-768x422.png --- EXPLORE OUR LATEST PERSPECTIVE : [Welcome Back to the Era of Brand Fame](https://geneworldwide.com/news/ai-killed-the-marketing-funnel-brand-fame/?hsLang=en) [![Gene](https://geneworldwide.com/hs-fs/hubfs/gene-migration/assets/uploads/2026/02/Gene_Lockup_Black_RGB.png?width=120&height=28&name=Gene_Lockup_Black_RGB.png)](https://geneworldwide.com/?hsLang=en) - [Capabilities](https://geneworldwide.com/services/?hsLang=en) [01 / Strategy Brand & Creative Strategy](https://geneworldwide.com/services/#strategy) [02 / Creative Campaigns & Culture-Led Creative](https://geneworldwide.com/services/#creative) [03 / Media Omnichannel Media & Investment](https://geneworldwide.com/services/#media) [04 / Experience Digital Experience & Health Tech](https://geneworldwide.com/services/#digital) [05 / Authority Communications & Advocacy](https://geneworldwide.com/services/#advocacy) [06 / Methodology The Brand Dominance Model](https://geneworldwide.com/services/#model) - [Work](https://geneworldwide.com/work/?hsLang=en) [Portfolio Featured Campaigns](https://geneworldwide.com/work/#campaigns) [Proven Impact Case Studies](https://geneworldwide.com/work/#case-studies) [Partnerships Client Roster](https://geneworldwide.com/work/#clients) [Awards Industry Recognition](https://geneworldwide.com/work/#recognition) - [About](https://geneworldwide.com/about-us/?hsLang=en) [Agency Overview Who We Are](https://geneworldwide.com/about-us/?hsLang=en) [Our Belief The Gene Manifesto](https://geneworldwide.com/about-us/#manifesto) [Join Us Careers & The Collective](https://geneworldwide.com/about-us/#careers) - [Insights](https://geneworldwide.com/news/?hsLang=en) [Editorial Articles & Perspectives](https://geneworldwide.com/news/?hsLang=en) [Executive POV Research & POVs](https://geneworldwide.com/news/ai-killed-the-marketing-funnel-brand-fame/?hsLang=en) - [Offices](https://geneworldwide.com/contact-us/#offices) [Global HQ Toronto](https://geneworldwide.com/contact-us/#toronto) [US Office New York](https://geneworldwide.com/contact-us/#new-york) [Let's Talk](https://geneworldwide.com/contact-us/?hsLang=en) Capabilities + [01 / Brand & Creative Strategy](https://geneworldwide.com/services/#strategy) [02 / Campaigns & Culture-Led Creative](https://geneworldwide.com/services/#creative) [03 / Omnichannel Media & Investment](https://geneworldwide.com/services/#media) [04 / Digital Experience & Health Tech](https://geneworldwide.com/services/#digital) [05 / Communications & Advocacy](https://geneworldwide.com/services/#advocacy) [06 / The Brand Dominance Model](https://geneworldwide.com/services/#model) About Gene + [Who We Are](https://geneworldwide.com/about-us/?hsLang=en) [Our Manifesto](https://geneworldwide.com/about-us/#manifesto) [Careers & The Collective](https://geneworldwide.com/about-us/#careers) Work + [Featured Campaigns](https://geneworldwide.com/work/#campaigns) [Case Studies](https://geneworldwide.com/work/#case-studies) [Client Roster](https://geneworldwide.com/work/#clients) [Industry Recognition](https://geneworldwide.com/work/#recognition) Insights + [Articles & Perspectives](https://geneworldwide.com/news/?hsLang=en) [Research & Executive POVs](https://geneworldwide.com/news/ai-killed-the-marketing-funnel-brand-fame/?hsLang=en) Offices + [Toronto (Global HQ)](https://geneworldwide.com/contact-us/#toronto) [New York](https://geneworldwide.com/contact-us/#new-york) [Connect With Us](https://geneworldwide.com/contact-us/?hsLang=en) Case study # TELUS Health MyCare The doctor will see you now. A campaign that extended TELUS’s trusted network into healthcare , bringing virtual care to rural, remote, and Indigenous communities across Canada, and bringing back the house call for a digital age. IndustryVirtual Care & TelehealthServicesCampaign Strategy, Brand Campaign Creative, Video Production 01 Strategy ## A telecom, earning its right to play in healthcare. Canadians knew TELUS as a telecom, not a healthcare provider. To launch TELUS Health MyCare , a virtual-care platform connecting patients with doctors nationwide , we had to solve two communications challenges at once: earn TELUS the right to play in healthcare, and educate the country on virtual care as a category. The strategic pivot: lean into what TELUS already owned , the network. Reframe connection and access as the foundation of modern care, and position MyCare as a lifeline for the people most underserved by the status quo: rural, remote, and Indigenous communities. The campaign platform ## “The doctor will see you now.” A line that reframes a century-old phrase for a new era. Wherever you are , a mountain pass, a campground, a living room , care is on the way. 02 Identity ## A healthcare brand, built on a telecom’s trust. ![TELUS Health wordmark](https://geneworldwide.com/hubfs/gene-migration/assets/uploads/2026/02/TELUS.png) TELUS Purple #4B286D TELUS Green #8BC53F Lavender Mist #F4F0F8 Deep Plum #2D1547; Warm Linen #FAF6EE Ink #0A0A0A Masterbrand lockup TELUS Health MyCareTM ![TELUS Health MyCare app icon lockup , real app store icon with brand wordmark.](https://geneworldwide.com/hubfs/gene-migration/assets/uploads/mycare/3990543c-d02a-4520-8c6a-a190605f4c43.jpg) 03 Messaging ## Three truths. One network. Pillar 01 ### See a doctor from anywhere. Care that travels with you , across provinces, postal codes, time zones, and terrain. The network makes the house call possible again. Pillar 02 ### A lifeline, not a login. Frame virtual care around human outcomes , trusted clinicians, timely advice, prescriptions, follow-up , not app features. Pillar 03 ### Built for where care isn’t. Prioritize rural, remote, and Indigenous communities , audiences for whom the absence of a local clinic is the barrier virtual care solves. 04 Activation ## Everywhere Canadians live, work, and wander. An integrated campaign spanning TV, OOH, print, radio, direct mail, digital, and in-clinic signage , anchored by the line and the landscape. ![‘You called for a doctor?’ TELUS Health MyCare billboard in-market , lake kayaker key visual on real OOH.](https://geneworldwide.com/hubfs/gene-migration/assets/uploads/mycare/bd35f59d-56e3-45e3-aac4-65acaf404178.jpg) ![TELUS Health MyCare masterbrand key visual , canoe on a glassy mountain lake.](https://geneworldwide.com/hubfs/gene-migration/assets/uploads/mycare/24022b3a-e2c4-4cc9-be80-824eb4c3daa7.jpg) ![‘The doctor will see you now.’ TELUS Health MyCare campaign , canoe on lake with headline.](https://geneworldwide.com/hubfs/gene-migration/assets/uploads/mycare/f07149de-fe72-4a7f-a549-c982b382b1b6.jpg) ![‘See a doctor from anywhere.’ TELUS Health MyCare OOH , lake kayaker in the Canadian Rockies.](https://geneworldwide.com/hubfs/gene-migration/assets/uploads/mycare/e38d00ab-4926-444e-8bbc-9b5014a77f0e.jpg) ![‘The doctor will see you now.’ TELUS Health MyCare wide-format OOH , orange tent in a pine forest.](https://geneworldwide.com/hubfs/gene-migration/assets/uploads/mycare/53c3ed44-e8a1-4654-bf26-c84b4bdc4e11.jpg) ![‘See a doctor without leaving home.’ TELUS Health MyCare lifestyle print , mother and toddler on a phone at home.](https://geneworldwide.com/hubfs/gene-migration/assets/uploads/mycare/7dbdb8f5-8187-4779-afb0-170ec13936df.jpg) Integrated rollout TV & Online Video Out-of-home Print Radio Direct Mail Digital & Social In-clinic Signage App Install Acquisition ### Download the app. The clinic comes to you. One download becomes nationwide access , to doctors, prescriptions, and follow-up care. Get MyCare 05 Measurement ## A category, earned. “The doctor will see you now.” launched integrated across TV, OOH, print, radio, direct mail, digital, and clinic signage , driving category comprehension, brand trust, and behavior change. Access perception +36% More Canadians believed TELUS Health MyCare gave them better access to healthcare , confirming comprehension of virtual care as a category. Brand admiration +54% More people viewed TELUS Health MyCare as a brand they admire , the clearest signal of earned trust in a new category. Doctor-avoiders 65% Of self-identified “doctor-avoiders” changed their minds about accessing healthcare , overcoming systemic, personal, and cultural barriers. Start a Project ## Ready for Similar Category Velocity? 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