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The Multisite Context
Franc’Ostéo is the osteopathy school network of the Novétude Group, bringing together 7 accredited institutions, each with its own identity. Together, they train more than one in four osteopaths in France.
Since 2021, the sector has been facing a student recruitment crisis. The reform of PACES (France’s former first-year medical studies program) has eliminated a major source of students switching from medical studies to osteopathy, while the profession has also faced relatively negative media coverage.
On top of this, schools face the challenge of differentiating their educational offerings: they all hold the same accreditation, despite significant differences in the quality of their training.
The Challenges
- Boost student recruitment across different target audiences: high school students, students considering a change of academic direction, and healthcare professionals, while also addressing parents.
- Differentiate each school’s value proposition within the network: supervised clinical practice, hospital partnerships, and highly qualified teaching staff.
- Strengthen each school’s identity, in a search journey that is primarily local (e.g., “osteopathy school Bordeaux”).
- Give admissions teams greater autonomy, while maintaining centralized governance across the group.
Our Approach and Technology Stack
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End-to-End Support, From Branding to Development
In collaboration with our partner Yuri & Neil, we supported Franc’Ostéo throughout the entire project: branding (new logos, creative concept), digital strategy, UX/UI design, Webflow development, content production, and SEO.
Starting With Users, Not Websites
Before designing the first mockups, we carried out strategic groundwork:
- Industry audit and competitive website analysis to understand how to stand out from local schools.
- User research and persona definition: high school students, students considering a change of academic direction, parents, healthcare professionals, etc.
- Identification of key entry points in the user journey, tailored to each persona.
This work helped us structure the website architecture around two levels: Discover and Explore Further.
Content was designed with a mobile-first approach (70% of traffic), highlighting concrete proof points at every stage: clinical practice, partnerships, and student testimonials.
Why Webflow and a Master Template?
We chose to develop a Webflow Master Template using EOP Paris as the pilot website, with a shared Design System and reusable components across all institutions.
This decision addressed three key priorities:
- Scalability
- Autonomy
- Multisite governance
Webflow makes it possible to launch new websites quickly, manage access permissions for each institution, and centralize governance within a single Workspace.
The technology was also already familiar to the webmaster and had been approved by Franc’Ostéo’s IT teams, making long-term adoption and management easier.
The Rollout
After launching the EOP Paris pilot website, we used the Webflow Master Template as the foundation for the other institutions.Each new website is adapted to its school’s identity, content, and specific needs while maintaining a shared structure.
This approach accelerates deployment, reduces development costs, and ensures consistent quality across the entire network.
The Results
→ A Consistent Digital Ecosystem Built for Student Recruitment, With Greater Autonomy and Centralized Governance
In just 3 months, 7 school websites were launched. Each maintains its own identity, while all share the same standards for user experience and conversion journeys designed to turn visitors into applicants.
Franc’Ostéo now has a scalable web ecosystem, with a consistent user experience, simplified maintenance, and shared development costs.
Next step: the main Franc’Ostéo website, serving as the network’s central hub, built on the same foundation.
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