- David Gianatasio

As the domestic healthcare debate twists and turns, a Canadian firm is preparing to launch its primary care model in the U.S. early next year.

Myca Health has hired Boston-based independent Holland-Mark to support the introduction of Hello Health, a Web platform designed to streamline dealings between providers and patients. It uses a direct-pay system to eliminate excess paperwork and facilitates communications via e-mail, IM and video.

Chris Colbert, CEO at Holland-Mark, said the push would combine online and offline outreach targeting "doctors and their patients or those consumers seeking a better primary care experience." The creative approach has not been finalized, but work is slated to break in January.

"It puts us at the epicenter of what is arguable one of the most important and complex challenges of our time. And at the wheel of a brand and technology that really has the ability to make a difference," Colbert said.

Nat Findlay, CEEO of Quebec City-based Myca, said the agency was tapped based on its ability to serve as "a sound strategic guide on how best to navigate the ever-changing U.S. healthcare landscape" and craft a compelling appeal for both sides of the doctor-patient equation.

Spending was not disclosed, but is likely in the $1-2 million range to start.

Other Holland-Mark clients include MassMutual, Scholastic, Pearson Education and Virgin Money.