TELUS Marketing Mix

TELUS Health's product strategy centers on a comprehensive suite of healthcare technology solutions. This includes virtual care platforms that saw significant adoption increases in 2024, electronic medical records (EMR) systems enhancing patient data management, and robust benefits management tools. These offerings directly address the growing demand for digital health services and improved healthcare efficiency.

The place or distribution strategy for TELUS Health involves making these solutions accessible through various channels, catering to providers, payers, and individuals. This multi-faceted approach ensures broad market penetration, reaching diverse segments of the healthcare ecosystem. Strategic partnerships and direct sales efforts are key components of this distribution network.

TELUS Health's promotion efforts highlight its role as a key differentiator in the market. By emphasizing improved access to care and operational efficiency, the division aims to attract and retain customers. Marketing campaigns focus on the tangible benefits of their technology, showcasing success stories and industry advancements in digital health adoption, which continued to accelerate through early 2025.

The people and processes underpinning TELUS Health are crucial to its success. The division leverages its expertise in technology and healthcare to deliver seamless user experiences. Acquisitions, such as Workplace Options in late 2023, have broadened their capabilities in employee well-being, integrating new services and expanding their global footprint, demonstrating a commitment to holistic health solutions.

TELUS Business offers a comprehensive suite of telecommunications and IT solutions, from essential connectivity to advanced cloud and cybersecurity services. The product strategy focuses on providing businesses with the tools they need to operate efficiently and securely, with a strong emphasis on digital transformation. For example, in Q1 2024, TELUS reported a 3.6% increase in total operating revenue to $5.1 billion, with its Business segment showing strong performance, indicating robust demand for these integrated offerings.

TELUS Business leverages its robust online presence, including dedicated business websites and customer portals, as a primary channel for information dissemination, sales, and ongoing support. These digital platforms are crucial for engaging with a wide range of businesses, offering the convenience of 24/7 access to product details, service management tools, and self-help resources, catering to the needs of digitally adept clients.

TELUS's 'Place' in its marketing mix is fundamentally its advanced and expanding network infrastructure. This includes its 5G wireless capabilities and its extensive PureFibre optic network, which forms the physical foundation for delivering all its services across Canada.

The company's commitment to network development is substantial, with significant capital expenditures allocated to ensure broad reach and high performance. For example, TELUS invested $17 billion in capital expenditures from 2022 to 2026, with a primary focus on network build-outs and upgrades.

This investment ensures that TELUS can effectively serve businesses of all sizes, from providing reliable connectivity for remote workforces to powering complex digital solutions for enterprises. The ongoing rollout of PureFibre and 5G is critical for maintaining competitive advantage and meeting the escalating demand for data-intensive services.

TELUS actively uses public relations to showcase its dedication to social capitalism and community betterment, emphasizing its role in healthcare advancements and environmental stewardship. In 2024, TELUS continued its significant investments, with its TELUS Friendly Future Foundation donating $1.7 million to support youth mental health programs across Canada, reinforcing its brand image and commitment to social impact.

This strategic focus on initiatives like expanding its TELUS Health network, which saw significant growth in virtual care usage in early 2025, helps build trust and a positive reputation among its diverse business stakeholders. By transparently communicating its contributions to areas like digital inclusion and climate action, TELUS aims to resonate with an increasingly socially conscious business audience.

TELUS employs a multi-faceted promotional strategy, blending digital outreach, public relations, and direct engagement to connect with its business clientele. Their efforts in 2024 focused on highlighting bundled solutions and technological advantages, contributing to a notable increase in lead generation for cloud services. This approach is reinforced by substantial digital marketing investments, aiming to capture a significant share of the growing Canadian digital ad market, projected to exceed $7 billion in 2024.

The company also prioritizes thought leadership and community involvement, using these avenues to build brand trust and showcase its commitment to social responsibility, as evidenced by their $1.7 million donation to youth mental health programs in 2024. These promotional activities directly support TELUS's business segment growth, with Q1 2024 seeing a significant revenue increase attributed to successful sales initiatives and increased market presence at industry events.

TELUS Business pricing frequently reflects the substantial value derived from integrated features like advanced cybersecurity and cloud solutions. For instance, their offerings often bundle services such as TELUS Health MyCare Business, directly enhancing the utility and justification of the price point for clients.

This approach positions TELUS not merely as a service provider but as a partner delivering comprehensive business enablement. The strategic inclusion of these value-added services, which go beyond basic connectivity, aims to create a more robust and appealing package, thereby influencing customer perception and willingness to pay.

TELUS Business employs a tiered pricing strategy across its wireless, internet, and phone services, allowing businesses to select plans that align with their specific operational needs and budgets. This tiered approach, common in 2024, offers varying data allowances and speeds, ensuring cost-effectiveness for diverse business sizes.

Bundling services, such as mobile and internet, is a key pricing tactic, incentivizing customers with cost savings and fostering loyalty. For instance, a small business in 2024 might find a bundle offering unlimited calling and 50GB of data for around $75 per month, a significant saving compared to individual service costs.

TELUS also incorporates value-added services like cybersecurity and cloud solutions into its pricing, justifying higher price points with enhanced utility and ROI for clients. This positions TELUS as a comprehensive partner rather than just a connectivity provider.

Flexible payment options, including TELUS Easy Payment for device installments and the Bring-it-Back program for device credits, enhance affordability. These options are structured to support business cash flow, reducing the burden of upfront capital expenditure.

For specialized IT and healthcare solutions, TELUS utilizes value-based pricing and customized quotes. This reflects the significant ROI and operational efficiencies delivered, with subscription models and project-based fees common for ongoing services and specific implementations.