Canadian Orthodontic Partners faced underperforming campaigns that generated low-quality leads and rising acquisition costs across more than 65 clinics. By restructuring their media strategy into a localized, conversion-focused system, Redefine Web cut the cost-per-consult by more than half, boosted consultations by 97%, and built a scalable patient growth engine.
Canadian Orthodontic Partners (COP) is one of Canada’s largest orthodontic networks, with over 65 locations across eight provinces. Operating under a “house-of-brands” model, they provide community-based orthodontic clinics with centralized support services, including marketing, HR, administration, and recruitment, allowing providers to focus on delivering expert patient care. COP’s mission is to ensure personalized orthodontic treatment and exceptional patient results across its wide-reaching network. However, despite strong offline operations and a substantial marketing budget, COP struggled to prove ROI from digital campaigns. With uncoordinated efforts lacking clinic-level precision, media spend often generated leads that did not translate into consults or treatment starts. COP needed a clear system that shifted focus to revenue-driving actions, scaling their reach while respecting operational capacity, local market demand, and the diverse cultural needs of Canadian communities.
Before partnering with Redefine Web, COP’s marketing had significant inefficiencies. Ad spend was high but poorly attributed, resulting in vanity leads rather than actual patient starts. Clinics received inquiries they couldn’t service due to provider shortages, while others with capacity were underused.
Budgeting often ignores regional and seasonal differences, resulting in wasted dollars in some markets and missed growth opportunities in others. Executives lacked visibility into how spend connected to booked patients, and lead quality was low—especially from Meta campaigns that drove unqualified submissions.
Their one-size-fits-all approach failed to connect with Canada’s diverse audiences, particularly in non-English-speaking communities. Without a data-driven performance model, decisions were made superficially instead of optimizing patient conversion.
In short, COP had resources but no precision, localization, or strategy—limiting scalable patient growth that aligned with both clinic realities and long-term expansion.
Redefine Web overhauled COP’s media ecosystem with a conversion-first model. We emphasized consults and treatment starts over shallow leads, while dynamically shifting budgets based on clinic capacity, market potential, and seasonal performance. Campaigns were localized and translated for French and Mandarin-speaking communities to ensure inclusivity across COP’s network. Paid search, Meta, and Performance Max were integrated with Google, Meta, and HubSpot data to sharpen optimization and deliver better-qualified patients.
Key steps included:
With a data-driven, localized, and conversion-optimized paid media strategy, Canadian Orthodontic Partners transitioned from wasted spend to a scalable growth engine. By aligning marketing investment with operational capacity and diverse patient needs, COP achieved a 97% surge in booked consultations, slashed the cost-per-consult by 58%, and doubled conversion rates—proving that more innovative media strategies create a measurable, lasting impact.
Kyle Vine
Brandon Smith
Benjamin Sänger
Myles Scolnick
Peter Dolenc
Francis Strutt
