growth playbook · Oct 18, 2026

Phoenix growth playbook

Phoenix raised $50M in 2025, launched Raven for women in 2026, and was among the first Canadian clinics to offer generic semaglutide. Six of its 13 open roles are marketing, led by a Head of User Acquisition building a paid-first acquisition function for both brands, plus organic growth, creative, video and design.

The rest are bilingual providers and support, which points to growth in Quebec. The competitive moment is sharp: Hims & Hers has entered Canada and Felix is scaling weight loss. Canada's rule that prescription drug ads may state only name, price and quantity shapes every channel.

This playbook uses that rule as a guide: price-led drug search, service and condition creative, clinician trust and French-first growth.

Growth Score

Biggest Opportunity

Own the generic GLP-1 moment in Canada: compliant price-led search, French-language growth in Quebec and a trust story built on named Canadian clinicians, before Hims & Hers scales.

Biggest Risk

A drug advertising complaint or regulator letter about medication pages or ads, or a privacy incident, would hit Phoenix's highest-value channels and its trust with patients.

Start here

The three moves to make first. Each one is written up in full below.

A generic semaglutide search campaign built inside the law: drug name, price and quantity only, by province
Pull search volumes and current cost per click for generic semaglutide terms in each province.
High impact First result in 2 weeks
A compliance pass on the 15 brand-name medication pages before Hims makes Canadian drug ads a regulator's focus
List every statement on the 15 medication pages that is not name, price, quantity or plainly educational.
High impact First result in 2 weeks
"Hims & Hers in Canada" and "Felix vs Phoenix" pages, next to the 36 comparison pages that already exist
Check search volume for "Hims Canada", "Hims Livewell" and "Felix vs" terms.
High impact First result in 4 weeks

Your idea portfolio

20 ideas, grouped by when to run them. Open any idea for how to run it: the steps, who to approach, copy you can use, and how to measure it.

6 ideas are marked Unexpected: plays you are unlikely to have tried.

This week 6

Quick wins with a clear first action.

Phoenix was among the first in Canada to offer the Apotex generic, at $124.99 a month, and Hims & Hers entered Canada aiming at the same launch. Canadian law limits public prescription drug ads to name, price and quantity, which happens to be exactly what a price-shopping patient searches for.
High impactLow effort First result in 2 weeks Head of User Acquisition
First action
Pull search volumes and current cost per click for generic semaglutide terms in each province.
How to measure it
CAC for generic semaglutide search
Now
–
Target
below the current weight-loss CAC
By
6 weeks
Steps
Build the keyword list
Generic and price terms, by province, English and French.
Performance Marketing Specialist 1 day
Write compliant copy
Drug name, price and quantity only; no outcome or comparison claims.
Performance Marketing Specialist 1 day
Drug advertising review
Check every ad and page that names a prescription drug against section C.01.044 (name, price and quantity only), ideally through Ad Standards preclearance, and confirm health-data use has consent under PIPEDA.
Medical Director 2 days
Fix the landing page
Price per month, quantity and provinces first.
Organic Growth Marketing Manager 2 days
Launch and pace
Daily budgets by province.
Performance Marketing Specialist 1 day
Report
CAC and first-order rate weekly.
Head of User Acquisition 30 minutes a week
First result
2 weeks
Cost
Reallocated paid search budget
Owner
Head of User Acquisition
Smallest test
Run the campaign in Ontario only for two weeks.
Why it works
Ready to use
AdSearch ad copy
Risks and how to handle them
Evidence
Phoenix has pages for Viagra, Cialis, Ozempic, Wegovy, Mounjaro and Zepbound, and the generic semaglutide page carries "Save up to 65%" and a patient quote that the treatment "worked super well".
High impactLow effort First result in 2 weeks Medical Director
First action
List every statement on the 15 medication pages that is not name, price, quantity or plainly educational.
How to measure it
Pages passing review
Now
–
Target
all 15 plus French versions
By
2 weeks
Steps
Inventory statements
Every claim on 15 pages and French versions.
Organic Growth Marketing Manager 1 day
Sort content
Educational, price and quantity, or promotional.
Medical Director 1 day
Drug advertising review
Check every ad and page that names a prescription drug against section C.01.044 (name, price and quantity only), ideally through Ad Standards preclearance, and confirm health-data use has consent under PIPEDA.
Medical Director 2 days
Rewrite
Move testimonials to non-drug pages.
Organic Growth Marketing Manager 2 days
Fix templates
So new pages follow the rule.
Senior Product Manager 1 day
Recheck search rankings
Watch for any drop.
Organic Growth Marketing Manager weekly
First result
2 weeks
Cost
$0 plus preclearance fees
Owner
Medical Director
Smallest test
Fix the generic semaglutide page first.
Why it works
Risks and how to handle them
Evidence
Phoenix already ranks with "Is Roman available in Canada" and BlueChew pages, but has none for Hims & Hers, which now operates in Canada through Livewell, or for Felix, its closest Canadian rival.
High impactLow effort First result in 4 weeks Organic Growth Marketing Mana…
First action
Check search volume for "Hims Canada", "Hims Livewell" and "Felix vs" terms.
How to measure it
Assessments started from competitor pages
Now
–
Target
200 a month
By
8 weeks
Steps
Research both
Treatments, provinces, fees, delivery.
Organic Growth Marketing Manager 2 days
Write the pages
Factual tables, English and French.
Organic Growth Marketing Manager 2 days
Drug advertising review
Check every ad and page that names a prescription drug against section C.01.044 (name, price and quantity only), ideally through Ad Standards preclearance, and confirm health-data use has consent under PIPEDA.
Medical Director 2 days
Publish and link
From the compare hub.
Organic Growth Marketing Manager 1 day
Translate
French versions with the CX team.
Bilingual Customer Experience Coordinator 2 days
Measure
Rankings and assessments.
Organic Growth Marketing Manager weekly
First result
4 weeks
Cost
$0
Owner
Organic Growth Marketing Manager
Smallest test
Publish the Hims page first.
Why it works
Risks and how to handle them
Evidence
Phoenix has location pages for Toronto, Vancouver, Calgary, Edmonton and Ottawa by condition, and a Quebec province page, but none for Montreal. It is hiring a French-speaking nurse practitioner in Quebec and bilingual support.
Medium impactLow effort First result in 6 weeks Organic Growth Marketing Mana…
First action
Check French search volume for Montreal plus each condition.
How to measure it
Monthly assessments from Quebec
Now
–
Target
+25%
By
3 months
Steps
Check demand
French and English terms.
Organic Growth Marketing Manager 1 day
Write French pages
Three conditions.
Organic Growth Marketing Manager 3 days
Review language
With bilingual CX.
Bilingual Customer Experience Coordinator 1 day
Drug advertising review
Check every ad and page that names a prescription drug against section C.01.044 (name, price and quantity only), ideally through Ad Standards preclearance, and confirm health-data use has consent under PIPEDA.
Medical Director 2 days
Publish and link
From the Quebec page.
Organic Growth Marketing Manager 1 day
Measure
Rankings and assessments.
Organic Growth Marketing Manager monthly
First result
6 weeks
Cost
$0
Owner
Organic Growth Marketing Manager
Smallest test
Publish the Montreal weight-loss page in French.
Why it works
Risks and how to handle them
Evidence
Consultation fees are $40 to $50 and waived on a first order, and the semaglutide page says "$0 assessment fee", but most pages do not show the total a new patient will pay.
Medium impactLow effort First result in 3 weeks Senior Product Manager
First action
Pull support tickets about fees from the last month.
How to measure it
Assessment-to-order conversion
Now
–
Target
+10% relative
By
6 weeks
Steps
Read fee tickets
Common confusion.
Bilingual Customer Experience Coordinator 1 day
Design the box
Four lines and a note.
Senior Graphic Designer 1 day
Drug advertising review
Check every ad and page that names a prescription drug against section C.01.044 (name, price and quantity only), ideally through Ad Standards preclearance, and confirm health-data use has consent under PIPEDA.
Medical Director 2 days
Build it
On every treatment page.
Senior Product Manager 2 days
A/B test
Half of traffic.
Senior Product Manager 3 weeks
Report
Conversion and tickets.
Senior Product Manager weekly
First result
3 weeks
Cost
$0
Owner
Senior Product Manager
Smallest test
Add the box to the hair-loss page first.
Why it works
Risks and how to handle them
Evidence
Phoenix launched Raven for women in 2026, and the same team runs both. Existing Phoenix patients trust the service and many have partners who could use Raven.
Medium impactLow effort First result in 1 month Creative Strategist
First action
Check consent language in the patient terms for marketing a sister brand.
How to measure it
Raven patients from cross-introductions
Now
–
Target
500
By
3 months
Steps
Check consent
PIPEDA and terms.
Senior Product Manager 2 days
Design the share link
In account and email.
Senior Graphic Designer 2 days
Drug advertising review
Check every ad and page that names a prescription drug against section C.01.044 (name, price and quantity only), ideally through Ad Standards preclearance, and confirm health-data use has consent under PIPEDA.
Medical Director 2 days
Write the message
Discreet, opt-in.
Creative Strategist, Raven 1 day
Launch both directions
Phoenix to Raven and back.
Senior Product Manager 1 week
Measure
Signups by source.
Creative Strategist, Raven weekly
First result
1 month
Cost
$0
Owner
Creative Strategist, Raven
Smallest test
Add the link to the post-delivery email only.
Why it works
Risks and how to handle them
Evidence

This quarter 8

The core plays for the next three months.

Prescription drug ads are limited to name, price and quantity, so the paid creative that can say more must be about the condition and the service, not the drug. Phoenix is hiring a video editor and a designer for performance marketing.
High impactMedium effort First result in 6 weeks Video Editor
First action
Write 30 one-line concepts across three conditions with no drug names.
How to measure it
Video creative CAC
Now
–
Target
15% lower than current
By
2 months
Steps
Write concepts
30, no drug names.
Creative Strategist, Raven 2 days
Film providers
Short explainer clips.
Video Editor (Performance Marketing) 2 weeks
Edit for each platform
Formats and captions.
Video Editor (Performance Marketing) 2 weeks
Drug advertising review
Check every ad and page that names a prescription drug against section C.01.044 (name, price and quantity only), ideally through Ad Standards preclearance, and confirm health-data use has consent under PIPEDA.
Medical Director 2 days
Test in batches
Five at a time.
Performance Marketing Specialist ongoing
Kill and scale
By CAC.
Head of User Acquisition weekly
First result
6 weeks
Cost
Production time plus test budget
Owner
Video Editor (Performance Marketing)
Smallest test
Five videos on one condition for two weeks.
Why it works
Risks and how to handle them
Evidence
The Organic Growth Manager owns SEO, AEO and social, and the Head of User Acquisition lists Reddit. Men research ED and hair loss anonymously on Reddit and in AI assistants.
High impactMedium effort First result in 2 months Organic Growth Marketing Mana…
First action
List the 30 most common questions from support tickets and Reddit threads.
How to measure it
Assessments from Reddit and AI sources
Now
–
Target
300 a month
By
1 quarter
Steps
Collect questions
Support and Reddit.
Organic Growth Marketing Manager 2 days
Write answers
With clinicians.
Medical Director 2 weeks
Drug advertising review
Check every ad and page that names a prescription drug against section C.01.044 (name, price and quantity only), ideally through Ad Standards preclearance, and confirm health-data use has consent under PIPEDA.
Medical Director 2 days
Post as clinicians
Following subreddit rules.
Bilingual Nurse Practitioner weekly
Publish answer pages
With FAQ markup.
Organic Growth Marketing Manager 2 weeks
Measure
Referrals and mentions.
Organic Growth Marketing Manager monthly
First result
2 months
Cost
Clinician time
Owner
Organic Growth Marketing Manager
Smallest test
Answer ten questions in one subreddit over a month.
Why it works
Risks and how to handle them
Evidence
GLP-1 patients often stop in the first months for cost, side effects or plateaus. Phoenix offers ongoing provider messaging; the Senior Product Manager owns the patient experience for growth and trust.
High impactMedium effort First result in 1 quarter Senior Product Manager
First action
Measure weight-loss patient retention by month for the last six months.
How to measure it
Patients active at month 3
Now
–
Target
+15 points
By
2 quarters
Steps
Measure retention
By month and medication.
Senior Product Manager 2 days
Set check-ins
Weeks 2, 6 and 12.
Medical Director 1 week
Build reminders
Refill and run-out.
Senior Product Manager 2 weeks
Add a cost option
Generic switch before cancel.
Senior Product Manager 1 week
Drug advertising review
Check every ad and page that names a prescription drug against section C.01.044 (name, price and quantity only), ideally through Ad Standards preclearance, and confirm health-data use has consent under PIPEDA.
Medical Director 2 days
Report
Retention monthly.
Senior Product Manager monthly
First result
1 quarter
Cost
Provider time and about three weeks of engineering
Owner
Senior Product Manager
Smallest test
Add the week-6 check-in for new patients this month.
Why it works
Risks and how to handle them
Evidence
The Head of User Acquisition oversees affiliates and partnerships. Canadian publishers write about men's health and saving money, and generic pricing is a story they cover.
Medium impactMedium effort First result in 2 months Head of User Acquisition
First action
List 50 Canadian publishers that cover men's health or saving money.
How to measure it
New patients from affiliates
Now
–
Target
10%
By
2 quarters
Steps
Build the list
50 publishers and creators.
Performance Marketing Specialist 1 week
Set terms
Cost per assessment, approved copy.
Head of User Acquisition 1 week
Drug advertising review
Check every ad and page that names a prescription drug against section C.01.044 (name, price and quantity only), ideally through Ad Standards preclearance, and confirm health-data use has consent under PIPEDA.
Medical Director 2 days
Recruit 20
Outreach.
Performance Marketing Specialist 4 weeks
Track
Links and codes.
Performance Marketing Specialist ongoing
Review copy
Monthly spot checks.
Medical Director monthly
First result
2 months
Cost
Commissions on assessments
Owner
Head of User Acquisition
Smallest test
Sign five publishers and measure for a month.
Why it works
Risks and how to handle them
Evidence
Phoenix shows its providers on the homepage and already has an "Is Phoenix legit" page. Men worried about online prescriptions want to know who reviews their form.
Medium impactMedium effort First result in 6 weeks Medical Director
First action
Collect licence numbers and provinces for each provider.
How to measure it
Assessment completion
Now
–
Target
+8% relative
By
2 months
Steps
Collect details
Licences and provinces.
Medical Director 2 days
Film short videos
One per provider.
Video Editor (Performance Marketing) 1 week
Build pages
One template.
Senior Product Manager 1 week
Show the reviewer
At the end of each assessment.
Senior Product Manager 1 week
Drug advertising review
Check every ad and page that names a prescription drug against section C.01.044 (name, price and quantity only), ideally through Ad Standards preclearance, and confirm health-data use has consent under PIPEDA.
Medical Director 2 days
Measure
Completion and "legit" page visits.
Organic Growth Marketing Manager monthly
First result
6 weeks
Cost
About two weeks of work
Owner
Medical Director
Smallest test
Publish three provider pages and link them from the "legit" page.
Why it works
Risks and how to handle them
Evidence
Phoenix does not bill insurance directly and tells patients to check their own coverage. Many Canadians have workplace plans or health spending accounts that reimburse prescriptions.
Medium impactMedium effort First result in 2 months Senior Product Manager
First action
Ask ten patients what their insurer asked for when they claimed.
How to measure it
Retention of patients who use the receipt
Now
–
Target
+10 points
By
2 quarters
Steps
Ask patients
What insurers require.
Bilingual Customer Experience Coordinator 1 week
Build the receipt
Prescription and pharmacy details.
Senior Product Manager 1 week
Write the guide
By major insurer.
Bilingual Customer Experience Coordinator 1 week
Drug advertising review
Check every ad and page that names a prescription drug against section C.01.044 (name, price and quantity only), ideally through Ad Standards preclearance, and confirm health-data use has consent under PIPEDA.
Medical Director 2 days
Send reminders
After each order.
Senior Product Manager 2 days
Measure
Usage and retention.
Senior Product Manager monthly
First result
2 months
Cost
About two weeks of work
Owner
Senior Product Manager
Smallest test
Send the receipt to weight-loss patients for a month.
Why it works
Risks and how to handle them
Evidence
Raven launched with a city-focused out-of-home campaign. Billboards create searches that need to land somewhere, and the creative strategist works with media buyers on testing.
Medium impactMedium effort First result in 2 months Creative Strategist
First action
Get the next out-of-home flight dates and cities.
How to measure it
Assessment lift vs control cities
Now
–
Target
+20%
By
end of flight
Steps
Get flight plan
Cities and dates.
Creative Strategist, Raven 1 day
Build city pages
For each flight.
Organic Growth Marketing Manager 1 week
Drug advertising review
Check every ad and page that names a prescription drug against section C.01.044 (name, price and quantity only), ideally through Ad Standards preclearance, and confirm health-data use has consent under PIPEDA.
Medical Director 2 days
Match search and social
Same weeks.
Performance Marketing Specialist 1 week
Pick control cities
Similar size.
Head of User Acquisition 1 day
Report lift
By city.
Creative Strategist, Raven end of flight
First result
2 months
Cost
Search and social budget in flight cities
Owner
Creative Strategist, Raven
Smallest test
Match one city's next flight.
Why it works
Risks and how to handle them
Evidence
Phoenix is hiring a French-language nurse practitioner (IPS) for Quebec and bilingual customer experience coordinators, and already has French pages. The assessment, messages and follow-ups need to stay in French end to end.
High impactMedium effort First result in 2 months Bilingual Customer Experience…
First action
Walk through the full Quebec patient journey in French and list every English step.
How to measure it
Quebec assessment-to-order rate
Now
–
Target
equal to Ontario
By
1 quarter
Steps
Walk the journey
Every screen and message in French.
Bilingual Customer Experience Coordinator 2 days
List English gaps
Assessment, emails, SMS, support.
Bilingual Customer Experience Coordinator 1 day
Translate and review
With French-speaking providers.
Bilingual Nurse Practitioner 2 weeks
Drug advertising review
Check every ad and page that names a prescription drug against section C.01.044 (name, price and quantity only), ideally through Ad Standards preclearance, and confirm health-data use has consent under PIPEDA.
Medical Director 2 days
Route by language
French-speaking providers first.
Senior Product Manager 1 week
Measure
Quebec conversion vs Ontario.
Senior Product Manager monthly
First result
2 months
Cost
Translation and about a week of engineering
Owner
Bilingual Customer Experience Coordinator
Smallest test
Translate the assessment and first three emails.
Why it works
Risks and how to handle them
Evidence

Big bets 3

Larger plays that can change the trajectory.

Phoenix serves patients who pay themselves; Felix and Hims are chasing the same consumers. Employers and insurers want lower-cost access to weight management and men's and women's health.
High impactHigh effort First result in 3 quarters VP of Product
First action
Interview five benefits advisers about virtual clinic coverage.
How to measure it
Covered lives
Now
–
Target
50,000
By
3 quarters
Steps
Interview advisers
Five benefits advisers.
VP of Product 1 month
Design the package
Coverage, pricing, reporting.
Senior Product Manager 1 month
Drug advertising review
Check every ad and page that names a prescription drug against section C.01.044 (name, price and quantity only), ideally through Ad Standards preclearance, and confirm health-data use has consent under PIPEDA.
Medical Director 2 days
Build reporting
Aggregate outcomes.
Senior Product Manager 2 months
Pilot with two employers
Measure use.
VP of Product 1 quarter
Approach carriers
With pilot results.
VP of Product 1 quarter
First result
3 quarters
Cost
Product and sales time
Owner
VP of Product
Smallest test
Offer one employer a covered pilot.
Why it works
Risks and how to handle them
Evidence
Hims & Hers is spending to enter Canada and Felix has raised a reported $53M. As generic semaglutide grows the market, the brand patients remember will win the cheapest clicks.
High impactHigh effort First result in 2 quarters Head of User Acquisition
First action
Measure current brand search volume by province as a baseline.
How to measure it
Branded search volume
Now
–
Target
+50%
By
2 quarters
Steps
Baseline
Brand search by province.
Head of User Acquisition 1 week
Brief the campaign
Service, not drugs.
Creative Strategist, Raven 2 weeks
Produce
Video, audio, out-of-home.
Video Editor (Performance Marketing) 6 weeks
Drug advertising review
Check every ad and page that names a prescription drug against section C.01.044 (name, price and quantity only), ideally through Ad Standards preclearance, and confirm health-data use has consent under PIPEDA.
Medical Director 2 days
Flight by region
With holdout regions.
Head of User Acquisition 2 months
Report
Brand search and CAC.
Head of User Acquisition monthly
First result
2 quarters
Cost
A significant media budget
Owner
Head of User Acquisition
Smallest test
One region, one channel, with a holdout.
Why it works
Risks and how to handle them
Evidence
The Senior Product Manager owns "Phoenix & Raven's patient experience". Couples use both brands but manage them separately.
High impactHigh effort First result in 3 quarters Senior Product Manager
First action
Count patients who share a delivery address across both brands.
How to measure it
Linked households
Now
–
Target
3,000
By
3 quarters
Steps
Size it
Shared addresses.
Senior Product Manager 1 week
Design privacy rules
What is and is not shared.
Senior Product Manager 1 month
Drug advertising review
Check every ad and page that names a prescription drug against section C.01.044 (name, price and quantity only), ideally through Ad Standards preclearance, and confirm health-data use has consent under PIPEDA.
Medical Director 2 days
Build linking
Billing and delivery only.
Senior Product Manager 2 months
Launch
To existing patients.
Creative Strategist, Raven 1 month
Measure
Retention of linked households.
Senior Product Manager quarterly
First result
3 quarters
Cost
About a quarter of engineering
Owner
Senior Product Manager
Smallest test
Offer shared delivery only to ten couples.
Why it works
Risks and how to handle them
Builds on
Evidence

Wildcards 3

Unexpected experiments, each with a cheap way to test it.

Generic semaglutide changed prices in 2026, and patients and reporters want to know what things cost across options.
Medium impactMedium effort First result in 2 months Medical Director
First action
List the public price sources for each medication.
How to measure it
Earned media mentions
Now
–
Target
10
By
3 months
Steps
List sources
Public prices only.
Organic Growth Marketing Manager 1 week
Build the table
Monthly, dated.
Organic Growth Marketing Manager 1 week
Drug advertising review
Check every ad and page that names a prescription drug against section C.01.044 (name, price and quantity only), ideally through Ad Standards preclearance, and confirm health-data use has consent under PIPEDA.
Medical Director 2 days
Publish
English and French.
Organic Growth Marketing Manager 1 day
Pitch reporters
Health and personal finance.
Head of User Acquisition 1 week
Update monthly
With changes noted.
Organic Growth Marketing Manager monthly
First result
2 months
Cost
$0
Owner
Medical Director
Smallest test
Publish one month's table and pitch three reporters.
Why it works
Risks and how to handle them
Evidence
Phoenix lists smoking cessation as a treatment area. Quitting programs are widely promoted and attract men who may later need other care.
Medium impactMedium effort First result in 2 quarters Bilingual Nurse Practitioner
First action
Check how many smoking-cessation assessments come in today.
How to measure it
Cessation patients using another service within 6 months
Now
–
Target
15%
By
2 quarters
Steps
Check demand
Current volume.
Senior Product Manager 1 day
Set the offer
Free assessment window.
Medical Director 1 week
Drug advertising review
Check every ad and page that names a prescription drug against section C.01.044 (name, price and quantity only), ideally through Ad Standards preclearance, and confirm health-data use has consent under PIPEDA.
Medical Director 2 days
Find partners
Workplaces and community groups.
Head of User Acquisition 3 weeks
Follow up
Provider check-ins.
Bilingual Nurse Practitioner ongoing
Measure
Conversion to other care.
Senior Product Manager quarterly
First result
2 quarters
Cost
Provider time
Owner
Bilingual Nurse Practitioner
Smallest test
Run the free offer with one workplace partner.
Why it works
Risks and how to handle them
Evidence
Phoenix's YouTube has 168 subscribers and 23 videos, while men search YouTube for condition explainers. The video editor and providers can make these cheaply.
Medium impactLow effort First result in 2 months Organic Growth Marketing Mana…
First action
Pick 20 questions with the highest search volume.
How to measure it
Assessments from YouTube
Now
–
Target
100 a month
By
1 quarter
Steps
Pick questions
Top 20.
Organic Growth Marketing Manager 1 day
Film
Two a week with providers.
Video Editor (Performance Marketing) weekly
Drug advertising review
Check every ad and page that names a prescription drug against section C.01.044 (name, price and quantity only), ideally through Ad Standards preclearance, and confirm health-data use has consent under PIPEDA.
Medical Director 2 days
Publish with chapters
And transcripts.
Organic Growth Marketing Manager weekly
Embed on pages
Matching topics.
Organic Growth Marketing Manager weekly
Measure
Subscribers and referrals.
Organic Growth Marketing Manager monthly
First result
2 months
Cost
Provider and editor time
Owner
Organic Growth Marketing Manager
Smallest test
Publish four videos and watch search impressions.
Why it works
Risks and how to handle them
Evidence

How Programmable can help

Where an idea in this playbook is something Programmable builds or runs, it's listed here with what we'd do. Everything else is yours to run.

Digital

Show it, don't just describe it

These ideas need something to show: a demo, a video, an animation, graphics or a deck. Digital turns screenshots or the site into all of them, in the company's own brand.

Make a demo

Other companies we have researched, each read from what they are hiring for.

See every playbook and website review

30/60/90 roadmap

What to focus on in each month, and the ideas that carry it.

Days 1 to 308 ideas
Price-led generic semaglutide search, a compliance pass on medication pages, competitor and Montreal pages, cost clarity and Raven cross-introductions; start the creative library and Reddit answers.
Days 31 to 608 ideas
Keep weight-loss patients, add affiliates, provider trust pages, insurance receipts and Raven flight matching and the French-first Quebec journey, plus the price index and YouTube.
Days 61 to 904 ideas
The smoking-cessation pilot, then commit to the big bets on the first 60 days of evidence.

Phoenix growth playbook

Diagnosis

A generic semaglutide search campaign built inside the law: drug name, price and quantity only, by province

A compliance pass on the 15 brand-name medication pages before Hims makes Canadian drug ads a regulator's focus

"Hims & Hers in Canada" and "Felix vs Phoenix" pages, next to the 36 comparison pages that already exist

This week 6

How to run it: A generic semaglutide search campaign built inside the law: drug name, price and quantity only, by province

Steps

Why it works

Why it works

Ready to use

Risks and how to handle them

Risks and how to handle them

Evidence

Evidence

How to run it: A compliance pass on the 15 brand-name medication pages before Hims makes Canadian drug ads a regulator's focus

Steps

Why it works

Why it works

Risks and how to handle them

Risks and how to handle them

Evidence

Evidence

How to run it: "Hims & Hers in Canada" and "Felix vs Phoenix" pages, next to the 36 comparison pages that already exist

Steps

Why it works

Why it works

Risks and how to handle them

Risks and how to handle them

Evidence

Evidence

How to run it: Montreal pages in French: the biggest city missing from 46 location pages

Steps

Why it works

Why it works

Risks and how to handle them

Risks and how to handle them

Evidence

Evidence

How to run it: Show the total first-month cost on every treatment page, with the waived $40 to $50 assessment fee spelled out

Steps

Why it works

Why it works

Risks and how to handle them

Risks and how to handle them

Evidence

Evidence

How to run it: Cross-introduce Phoenix and Raven to existing patients, with consent

Steps

Why it works

Why it works

Risks and how to handle them

Risks and how to handle them

Evidence

Evidence

This quarter 8

How to run it: A creative library of condition-education videos that never name a drug, for TikTok, Meta and Reddit

Steps

Why it works

Why it works

Risks and how to handle them

Risks and how to handle them

Evidence

Evidence

How to run it: Reddit and AI-answer presence for the questions men do not ask out loud

Steps

Why it works

Why it works

Risks and how to handle them

Risks and how to handle them

Evidence

Evidence

How to run it: A refill and check-in program that keeps weight-loss patients past month three

Steps

Why it works

Why it works

Risks and how to handle them

Risks and how to handle them

Evidence

Evidence