Case studies

Case Study | The Growth of Centre Innova Soins

Centre Innova Soins : Accelerating the Growth of a Clinic Network Through a Comprehensive Digital Marketing Strategy

Since 2021, Ursa Marketing has been supporting Centre Innova Soins, a rapidly expanding network specializing in nursing and medical care. With 5 active clinics, a new location opened in 2025, and 3 more planned for 2026, the company is experiencing rapid growth and a constant expansion of its service offerings.

In 2024–2025, Centre Innova Soins also introduced several new services requiring an optimized appointment booking system.

  • Colorectal cancer screening
  • Foot care services
  • Mental health consultations

Ursa Marketing’s Mandate for Centre Innova Soins

To support this growth, management wanted to strengthen its digital presence and improve platform efficiency, aiming to continue its expansion while streamlining the management of new patient flows.

Centre Innova Soins mandated Ursa Marketing with three clear objectives :

1. Increase appointment bookings for existing and new services

Ensure a seamless, accessible, and high-performance experience to convert more visitors into patients.

2. Strengthen the network’s brand awareness of Centre Innova Soins

Increase visibility not only to the general public, but also to the professional community and entrepreneurs potentially interested in a franchise.

3. Accelerate lead generation for franchises

Position Centre Innova Soins as an attractive business opportunity to drive its provincial expansion.

Challenges Related to the Mandate

The accelerated growth of Centre Innova Soins and the continuous addition of new services have given rise to several significant challenges in ensuring optimal digital performance.

1. Avoid campaign cannibalization

The opening of new clinics in nearby areas required a structured advertising strategy to prevent campaigns from competing with one another. Precise geographic targeting and service-based segmentation helped maintain overall performance.

2. Addressing increased competition

The arrival of new players in the Quebec City area intensified competition for the same audiences and keywords, requiring continuous reinforcement of the SEO and advertising strategy.

3. Maintaining SEO and UX performance despite expansion

We provided recommendations regarding site structure, internal linking, and user experience. The goal was to support the rapid addition of new pages, services, and locations while maintaining strong SEO and smooth navigation.

Deployed Marketing Strategies and Tactics

To achieve these ambitious objectives, Ursa Marketing developed a comprehensive and coherent digital strategy focused on user experience, content, SEO, social media, and digital advertising. Each implemented axis aimed to support the network’s growth while ensuring consistency in communication and performance.

1. Appointment booking experience optimization

We began by reviewing the entire user journey related to appointment booking, a crucial point for supporting the new services offered by Centre Innova Soins. Our team developed recommendations for fully optimized landing pages for each service to present information clearly and reassuringly, reduce friction, and encourage visitors to take action.

To further enhance the experience, we also advised the team on integrating an interactive Google Maps feature directly on the website, allowing users to quickly identify the clinic closest to them.

2. Content creation and organic SEO optimization

To attract more qualified visitors and increase the network’s visibility in search engines, we developed a comprehensive content strategy. This included regularly writing blog articles, producing educational content tailored to patients’ needs, and highlighting the expertise of Centre Innova Soins.

In parallel, we provided technical recommendations for the website, focusing on structure, speed, indexing, and the quality of internal linking.

We also selected and targeted relevant keywords related to healthcare, private nursing, and the new clinical services.

Finally, Ursa Marketing implemented a strong local strategy by publishing weekly content on the clinics’ Google Business profiles. This tactic increased visibility in local searches and generated more spontaneous appointment requests.

3. Building a strong social media presence

In 2025, Ursa Marketing completely overhauled Centre Innova Soins’ editorial plan to modernize content and boost engagement. This overhaul included:

  • The creation of in-house video clips that are more human and engaging
  • A structured editorial calendar with weekly posts
  • Educational content, nursing tips, and highlights of clinical services

We adopted a multichannel approach by deploying content on Facebook, Instagram, and LinkedIn. This combined presence allowed us to reach families, potential patients, healthcare professionals, and entrepreneurs interested in franchising.

Finally, optimizing the newsletter strategy helped maintain relationships with existing clients and ensured regular communication, while increasing engagement and reducing unsubscribes.

4. Implementation of a high-performing advertising strategy

To achieve each of the mandate’s objectives, we implemented a comprehensive advertising strategy covering all stages of the funnel. On Google, we launched Search campaigns targeting keywords used by people seeking fast and accessible healthcare services. These campaigns captured strong intent and attracted visitors ready to book appointments.

We also launched Meta campaigns focused on driving traffic to promote blog articles and educational content published by Centre Innova Soins. These campaigns helped increase brand visibility and brought more qualified users to the website.

A brand awareness campaign was also rolled out to showcase the team and locations of Centre Innova Soins, thereby increasing visibility among potential clients across Quebec.

To support the network’s growth objective, we designed Google Ads, Meta, and LinkedIn campaigns specifically aimed at promoting franchise opportunities. This strategy targeted entrepreneurs, managers, and professionals interested in investing in the healthcare sector. In fact, in just one year, these strategies enabled Centre Innova Soins to open a new clinic in 2025 and plan the opening of three additional clinics in 2026.

Results

Rapidly Growing Organic SEO

+108% impressions     +167% clics       +24% in average position

Between January 1 and November 30, 2025, the implemented content and SEO optimization strategy drove remarkable growth. The increase in organic clicks and impressions demonstrates a significant improvement in the site’s visibility and relevance to users. Centre Innova Soins successfully stood out in a highly competitive sector.

User Acquisition Amplified Through Digital Advertising.

+15% traffic from Google Ads +265% traffic from Meta Ads

From January 1 to November 30, 2025, advertising campaigns played a key role in increasing qualified traffic to Centre Innova Soins’ website. The growth in users coming from Google Ads strengthened the brand’s presence among people actively searching for private healthcare services. 

On Meta Ads, the impact was even more pronounced, with a spectacular 265% growth in acquired users. This performance demonstrates the campaigns’ ability to effectively reach a broader audience and generate interest in educational and informative content.

An Exceptional Conversion Rate.

Average cost per conversion of $2.47 on Google Ads

Average conversion rate of 51% on Google Ads

Optimizing the user journey and the relevance of ad targeting directly contributed to an exceptional conversion rate of 51%. On Meta, the team had to revise the targeting strategy to better adapt to Meta Ads’ major algorithm update: Andromeda. 

By staying up-to-date with new best practices, we were able to generate results that confirm the effectiveness of the campaigns. 

A More Effective and Better-Received Newsletter.

+16% open rate                 -98% unsubscribe rate

Implementing a newsletter strategy better aligned with subscribers’ needs significantly improved performance. From December 12, 2024, to December 11, 2025, the open rate increased by 16%, reflecting greater relevance of the topics and higher reader engagement. 

Even more telling: the drastic drop in the unsubscribe rate demonstrates that the newsletters are now perceived as truly useful, informative, and tailored to the audience’s expectations.

The collaboration between Centre Innova Soins and Ursa Marketing demonstrates the tangible impact of a well-orchestrated digital strategy. Through website optimization, content creation, an enhanced social media presence, and targeted advertising campaigns, the network has strengthened its visibility, attracted more qualified visitors, and generated more conversions.

The results confirm the effectiveness of the actions taken and directly support the network’s rapid growth, both among patients and prospective franchisees. With this solid foundation, Centre Innova Soins is now well-positioned to continue its expansion and consolidate its role as a leading provider of nursing and medical care in Quebec.

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