Market Entry
Ruz Integral Health — Mexico to Vancouver. New market, new playbook.
- Established Vancouver market entry
- Owned Social strategy
- Self-sufficient In-house team
The problem
Ruz Integral Health had built a successful health and wellness practice in Mexico. Vancouver was the next step. They had an experienced in-house marketing team and the capital to expand, but the team's entire playbook was built for a Mexican audience on Mexican platforms with a Mexican buyer in mind. Vancouver is a different market: bilingual in ways Mexico City is not, saturated with health and wellness providers, and more reliant on digital discovery than personal referral networks for a new business making its first impression.
What we did
The engagement started with market research: understanding which health and wellness channels Vancouver buyers actually use, what the competitive field looks like, and where Ruz had a genuine advantage versus where they would be fighting incumbents on price. From that, we built a channel-specific social media strategy targeting the right audience segments in Vancouver, using content angles that spoke to the bilingual community where Ruz had a natural edge. The second half of the work was coaching the in-house team. The goal was not to be a permanent fixture but to transfer the knowledge: why these channels, how to read the data, what to adjust when something is not working. The marketing operation needed to survive after the consulting relationship ended.
The result
Ruz established a steady customer base in Vancouver. The in-house team now runs the marketing operation independently. They understand the channel mix, know how to read performance data, and have a clear framework for deciding what to test next. The work held. That is the measure that matters for a market-entry engagement: not what the numbers look like at the end of the contract, but whether the team can sustain it without you.
I have worked with José for several years, and all I can express is gratitude. With his professional services, he has made my company grow. Thank you, José. Let's continue moving forward.
What we used
- Market research
- Social media strategy
- In-house team coaching