Brand worlds for
clinics.

The rules you work inside

• CPSOAdvertising by physicians must be factual and verifiable, with no testimonials.
• College of Chiropractors of OntarioNo testimonials in chiropractic advertising, apart from generic ones.
• College of Physiotherapists of OntarioSince May 2025, testimonials are allowed if they are true and verifiable, with the patient's consent.
• Health CanadaLimits on advertising prescription drugs and medical devices to the public.
• PHIPAOntario's rules for every piece of patient information the world touches.
• Competition ActNo false or misleading claims, and pricing that shows the full cost.

1. 1

   Lore

   Who you are, who you stand against, and what you are called. The brief and the codex every other layer reads from.

2. 2

   Law

   What you can say, what you can charge, and how it is packaged. Offers and claims checked against your regulator.

   CPSO, chiropractic and physiotherapy advertising rules, Health Canada drug and device advertising, and PHIPA for every patient record the site touches.

3. 3

   Language

   Voice, posts and ads that get noticed and still pass review.

   Testimonials only where each profession's college allows them, no promised outcomes, and a voice patients trust before they book.

4. 4

   Map

   Where people find you online, and how they book or buy.

   Service pages patients and AI assistants can answer from, and a Google Business Profile for each location.

5. 5

   Ground

   The physical space: arrival, flow, signage and the screens on your walls.

6. 6

   Artifacts

   Print, labels, packaging and forms: anything a customer can pick up.

   Intake and consent forms, aftercare sheets and signage, each checked before print.

7. 7

   Machinery

   Intake, booking, follow-up and reporting, with AI doing the repetitive work and a person making the calls.