About

Standing Up For What Matters

We are passionate about healthcare and elder care advocacy, and excited about the incredible innovations that emerging businesses are using to make healthcare better for all stakeholders.

It’s tough to grow a healthcare-related business in Canada.

Business leaders struggle to:

simplify healthcare products or service messaging and value,
connect with multiple diverse audiences,
adhere to complex regulations,
stand out in a competitive landscape

It's overwhelming. But you don’t need to do it all alone.

Stand Up Strategy exists because founders need to partner with marketing and communications experts who are not only skilled in both marketing strategy and execution and can take the function from 0-1, but also who deeply understand the market and your customers.

Marketing should do more than raise awareness or create a pipeline—it should provide clarity, build trust, inform or educate, and catalyze connections. Stand Up Strategy helps organizations navigate their challenges with smart, practical strategies that drive real growth and lasting impact.

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Outstanding In My Field

About Talia Novik, Managing Director

With over 20 years of B2G, B2B, B2C, and non-profit marketing experience under my belt, I am excited to now Stand Up for you.

I have been privileged to work with Canadian and global healthcare, health tech, and senior care organizations, where I crafted integrated marketing campaigns, elevated thought leadership with compelling content, built small but mighty teams, and brought creative perspectives to brand strategy and product positioning that drove revenue growth and won new business.

As a full-stack marketer and strategic partner, my specialty is distilling complex information into clear, impactful messaging that resonates with key audiences. I’m passionate about building strong marketing foundations—something too many businesses overlook in favor of flashy, non-strategic tactics. (Spoiler alert: those don’t usually work.)

My approach is simple: WYSIWYG (what you see is what you get). I am honest, straightforward, and always bring a touch of humor and fun to the table. When we work together, I’m not just your partner—I’m your biggest and most loyal fan.

Outside of work, I find joy in hiking, traveling, gardening, rediscovering my love for non-fiction books, and keeping up with my two energetic kids. Staying active is also a priority for me—I’m a big Peloton fan and enjoy blending movement with mindfulness.

What Makes Us Stand Out

Our marketing services are designed to elevate your brand and attract your target audience. We create tailored strategies to boost your online presence and drive conversions.

Healthcare Expertise

Stand Up Strategy specializes in health tech, age tech, and healthcare SMBs, understanding the challenges of complex buyer journeys, and the long sales cycles, and the nuances of selling to multiple healthcare customers.

Strategy-First

Most agencies focus solely on tactical outputs (ads, social, content) without ensuring alignment to business goals. Stand Up Strategy operates as a true marketing partner, aligning messaging, GTM strategy, and sales enablement with business objectives for measurable impact.

Flexibility & No Fluff

Unlike large agencies with bloated retainers or rigid SOWs, Stand Up Strategy offers fractional, high-value engagement—providing strategic marketing leadership without full-time cost. You get straightforward, no-BS execution, adapting as your business evolves.

Proven Track Record

Talia Novik brings 20+ years in healthcare marketing, having worked across Canada and U.S. markets, helping healthcare and health tech companies grow, create partnerships, reduce churn, navigate M&As, and refine their positioning for scale.

Some Standing Ovations

Just a few months into my role leading the charity, I hired Talia to help clarify our value proposition and messaging to drive corporate giving. Talia made an immense impact—not just by refining our messaging, but by asking the right questions and broadening my perspective on target audiences and untapped resources. Her collaborative and engaging approach made the process seamless.

Despite a tight deadline, I knew I could trust her to deliver high-quality work because of her deep expertise in healthcare and senior care, and her commitment to excellence. Talia truly listens, welcomes feedback, and balances strategic insight with creative execution. I highly recommend her to any healthcare or nonprofit organization in need of marketing support.

Senior Living CaRES Fund

Rebecca Scott Rawn, Executive Director

Working with Talia and Stand Up Strategy was a truly positive experience. She delivered a high-quality website and content that aligned seamlessly with our brand refresh; on budget, and on time, even when we imposed tight deadlines. What set her apart was her deep healthcare expertise and ability to offer smart, strategic advice quickly and confidently.

Talia took the time to understand our business, respected our direction, and brought flexibility and creativity to the process. Her communication was clear and consistent throughout, and she worked through challenges with ease. I would 100% recommend her to anyone looking for a credible, accountable partner who brings healthcare authority, adaptability, and value to the table.

Novus Health

Jamie Marcellus, CEO

As a busy co-founder managing multiple stakeholders and executing sales and marketing tactics, our messaging became muddled. Talia’s leadership brought clarity and structure, helping us to develop clear messaging, product communication guidelines, a robust content strategy, implement marketing automation tools, and enhance our sales enablement – leading to a 64% improvement in sales calls.

Her deep healthcare and pharmacy expertise allowed her to extract our core value and key messaging for our target audience. Talia struck the perfect balance of flexibility and constructive pushback, to provide the strategic guidance, structure, and standards that we needed. Talia is an invaluable strategic marketing partner for startups and scale-ups in the healthcare and health tech space.

PROXVI

Ramy El-Kholi, PharmD, RPH, Chief Commercial Officer

At Medical Pharmacies Group I faced challenges with an under-skilled team and needed to retain customers while rebuilding market credibility. Talia developed and executed strategic marketing across multiple lines of business, strengthening our brand, refining messaging, enabling our sales team, and formalizing processes. Her work led to securing the largest client accounts in years and reducing churn from 15% to 5%.

Talia was a reliable and honest partner, capable of spotting and supporting deficiencies in the business in a collaborative and thoughtful manner. What sets Talia apart is her healthcare expertise, ability to constructively challenge the status quo to achieve objectives, and skill in moving seamlessly from strategy to execution, delivering exceptional results on minimal budgets. I strongly recommend Talia for any organization seeking growth and transformation.

Euphoria Sales Partners

Drew Lenardon, Managing Director

Your Ideal Marketing Partner Helps You Stand Up.

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