Our proprietary IP

Frameworks built for healthcare growth,
not retrofitted from retail.

Each of these is synthesised from hundreds of ICG engagements. They are not consulting decks. They are operating systems that drive our work every day.

Framework 01

SLC Matrix, Service × Location × Customer

The intent grid behind every ICG performance-marketing campaign.

Healthcare demand is never uniform. Every service varies by location and customer cohort. SLC Matrix breaks a practice's demand into (Service × Location × Customer) cells, each with its own creative, landing page, budget, and measurement. It is how ICG achieves channel efficiency where generic campaigns run out of headroom.

Why SLC

A dermatology chain running one ad account for "skin treatments" is competing with itself. Acne clients in Gurgaon do not share a journey with anti-ageing clients in South Mumbai. SLC forces intent-level precision.

How it is applied

Every service is mapped across the cities where it has demand
Each (service × location) is split by customer intent cohort, research, comparison, decision
Each cell gets matched creative, matched landing page, matched qualification path
Budgets flow to cells with highest marginal ROAS, not to the loudest campaign

Framework 02

DCG Matrix, Demand Capture × Demand Generation

The budget-allocation logic that separates harvesting from building.

Most healthcare practices over-invest in Demand Capture (Google Search) and under-invest in Demand Generation (Meta, YouTube, content). DCG Matrix gives every rupee a role, capture or generate, and prevents performance marketing from running dry as the capture layer saturates.

Why DCG

A practice that only harvests demand lives inside the category CPC curve. When competitors enter, CPCs rise and ROAS collapses. Practices that generate demand shape their own curve.

How it is applied

Every channel is classified as capture, generation, or hybrid
Minimum 30% of budget defended for Demand Generation, independent of short-term ROAS
Generation investment measured on multi-touch attribution, not last-click
Generation assets (YouTube, SEO, AEO) are treated as compounding balance-sheet items, not expenses

Framework 03

MMT, Marketing × Medicine × Technology

The three disciplines required in every healthcare growth program.

Healthcare marketing built by marketers alone is superficial. Built by clinicians alone is invisible. Built by technologists alone is cold. MMT forces every ICG engagement to carry all three disciplines simultaneously, marketing rigour, clinical accuracy, and technology infrastructure.

Why MMT

Healthcare is the only category where every public claim has a clinical, legal, and ethical consequence. Generic creative frameworks miss this. MMT encodes it into the operating model.

How it is applied

Every piece of content passes through clinical review before publication
Every funnel is instrumented with ICG's AI technology stack, not bolted onto ad platforms
Every campaign is owned by a triad, marketer, clinical reviewer, systems engineer
Outputs are audited for marketing effectiveness, medical accuracy, and technological extensibility

Framework 04

CBO, Campaign Budget Optimisation, Healthcare Edition

ICG's healthcare-tuned budget pacing engine for Meta, Google, and YouTube.

Platform-default CBO favours volume, not quality. ICG's healthcare-tuned CBO re-weights signals to prioritise qualified consults, clinically-aligned audiences, and consent-ready enquiries, trained on signals from 1,000+ healthcare campaigns.

Why healthcare CBO is different

A plumber lead and a plastic-surgery lead are not the same signal. Platforms treat them identically. ICG's CBO re-weights post-click outcomes, consult booked, consult attended, procedure booked, back into the optimisation model.

How it is applied

Server-side conversion APIs stream qualified-lead events back to ad platforms
Weekly budget reallocation against marginal-ROAS of each SLC cell
Healthcare-compliant audiences (no sensitive-category targeting violations)
Integrated with ICG CRM so cost-per-procedure, not cost-per-click, drives decisions

Framework 05

Device ID Tool, Cross-device Patient Identity

Reconcile the same patient across phone, desktop, WhatsApp, and clinic visit.

A patient who researches on mobile, books on desktop, messages on WhatsApp, and visits the clinic is four different records to most CRMs. ICG's Device ID stitches them back to one, so measurement, personalisation, and follow-up finally work.

Why Device ID

Without identity resolution, attribution is fiction. Device ID eliminates ghost leads, double-counted conversions, and personalisation that mistakes a returning patient for a new one.

How it is applied

First-party cookie + hashed-email + phone-number graph
Cross-device journey reconstruction in the ICG analytics layer
Clinic-visit callback loop, staff mark "this enquiry walked in", feeds back into models
Powers precise remarketing, dynamic landing pages, and real patient LTV calculation

Framework 06

CRO Tool, OHMRC Conversion Model

Offer · Headline · Media · Reviews · Call-to-action, the five levers that move healthcare conversions.

Most conversion-rate-optimisation advice is retail. OHMRC is ICG's healthcare CRO model, the five levers that actually change whether a cautious, information-seeking patient books a consult. Used to uplift landing pages on every ICG engagement.

Why OHMRC

Retail CRO optimises against transactions. Healthcare CRO optimises against trust, and trust moves on different levers. Offer clarity, credentialed headline, authentic media, real review signals, and an unambiguous call-to-action. Move any one of these, and conversion moves.

How it is applied

Every landing page audited across O-H-M-R-C before spend flows to it
A/B tests run one lever at a time, not whole page rebuilds
Reviews integrated from Google / Practo / JustDial with verifiable sources
Call-to-action matched to funnel stage, not "Book Now" on a research-intent page

Framework 07

The Three-Level Growth Architecture

Implementation. Consulting. AI Solutions. One integrated outcome.

Growth is an architecture, not a campaign. Layer 1 (Execution) must work before Layer 2 (Consulting); Layer 2 before Layer 3 (AI Solutions). ICG builds all three, in sequence, on a shared AI intelligence layer.

CPQL benchmarks · ICG vs market

38–58% lower CPQL
in 90 days. Across every specialty.

Most icg frameworks pitches sell on CPL. ICG sells on CPQL — Cost Per Qualified Lead — the cost of a lead that actually shows up for a consultation. The difference is often 3–4×. Here is what our 150+ healthcare clients actually pay.

Specialty	Market avg CPQL	ICG avg CPQL	ICG reduction
IVF & Fertility	₹2,400	₹1,180	−51%
Aesthetic Dermatology	₹1,950	₹1,020	−48%
Plastic Surgery	₹3,600	₹2,050	−43%
Hair Transplant	₹4,300	₹2,280	−47%
Ophthalmology (LASIK / cataract)	₹1,700	₹720	−58%
Mental Health (psychiatry / therapy)	₹2,200	₹1,310	−40%
Dental (chains)	₹980	₹540	−45%

90-day averages from ICG's live portfolio across Delhi NCR, Mumbai, Bangalore, Hyderabad, Pune, Chennai, and tier-2 cities. Adjust for city: metro CPQLs run 20–35% higher than tier-2 across all specialties.

HealthApex OS · The proprietary stack

Eight platforms. One intelligence layer.

Nexus CRM healthcare lead management · Beacon attribution · Hawk CRM intelligence · Phoenix clinic revenue · HealthPro 360 PMS · YODA YouTube intelligence · Agency OS live reporting · AIO Intel AEO+LLM citation tracking. Built in-house since 2018 — included in every icg frameworks engagement.

Explore HealthApex OS → See all eight platforms in detail →

Two products worth knowing

Hawk and YODA.
Standalone offers built for specific gaps.

⏵ Hawk · CRM Intelligence

Is your CRM hiding what it should be showing?

Hawk shows where your leads are leaking: which went cold, which were downgraded by automation, which are recoverable. Free Lead-Leak Audit in 48 hours.

Explore Hawk + free audit →

▶ YODA · YouTube Intelligence

Is your YouTube channel generating patients, or just views?

YODA connects YouTube content to consultation bookings. Patient testimonial videos generate 6.9× more consultations per view than condition explainers.

Explore YODA →

The diagnostic framework

Most healthcare marketing agencies treat symptoms.
ICG diagnoses root causes.

High CPL. Junk leads. Low ROAS. These are symptoms, not problems. ICG's diagnostic framework — built across 150+ healthcare engagements — maps every symptom to its actual root cause and the specific treatment that fixes it.

Symptom	Diagnosis	ICG Treatment
High CPL across all campaigns	Poor channel selection	SLC Matrix
Leads come in, but most are junk	Inefficient digital operations	DCG Matrix
Leads convert to appointments slowly	Sales process / telecaller gaps	ACE Matrix + MIS Tool
CPL keeps rising every month	Cross-firing between ad groups	N-Gram + Cross-Firing Analysis
Meta Smart Bidding not optimising	EMQ at 2.5, no first-party signal	Beacon CAPI middleware
Traffic is up but enquiries flat	Wrong T-1 page; no CRO	Device ID Tool + OHMRC Model
Invisible to ChatGPT / AI Overviews	No AEO infrastructure	AIO Intel Tool + cluster architecture
Patient database underutilised	No retention motion on existing patients	Phoenix revenue intelligence
Can't see which leads are leaking from your CRM	No CRM intelligence layer; backward movement invisible	Hawk · CRM intelligence + Lead-Leak Audit
YouTube channel has subscribers but no patients	Optimising for views instead of consultation attribution	YODA · YouTube intelligence + consultation attribution

Every framework in this table is proprietary to ICG. Calibrated across 150+ live healthcare accounts since 2018. Full ICG methodology → · Glossary →

Complete guides

Read the complete guide
for your category.

Six pillar guides — each 8,000–15,000 words of original ICG methodology, CPQL benchmarks, and live client data. The depth no other Indian healthcare marketing agency publishes.

Healthcare Marketing India — Complete Guide → Doctor Marketing India — Complete Guide → Hospital Marketing India — Complete Guide → IVF Marketing India — Complete Guide → Healthcare Performance Marketing — Complete Guide → Healthcare SEO + AEO India — Complete Guide →

More insights at ichelonconsulting.com/insights · 250+ articles · all healthcare-only

The ICG technology stack

Nine tools. One compounding system. HealthApex OS
Built in-house. Deployed in every engagement.

ICG's results are reproducible because they are built on proprietary infrastructure — not agency intuition or generic tools. These nine HealthApex OS platforms are what power every ICG engagement.

Healthcare CRM

Nexus CRM

Healthcare CRM & Lead Management

ICG's healthcare-specific CRM and lead management system. Specialty-configured funnel stages for IVF, dental, aesthetic, ortho, hospital OPD. 1-click CAPI + GCLID via Beacon. Hawk intelligence built in. DPDP-compliant by architecture. Deployed across 300+ healthcare centres.

Specialty-specific funnel stages, not generic SaaS pipeline
1-click CAPI + GCLID via Beacon attribution
Telecaller leaderboard + adherence scoring native
DPDP Act 2023 compliant by architecture

Explore Nexus CRM →

Business Layer

Hawk

CRM Intelligence & Lead-Ops MIS

Sits as the business intelligence layer above your CRM — Nexus, Salesforce, LeadSquared, HubSpot, Zoho, or any custom CRM. Shows where leads are leaking, which effort is wasted, and which good leads were quietly downgraded by automation — not by a human decision.

Sits above your existing LMS — no replacement
83% of effort goes to dead leads — surfaced Day 1
~75% qualified-lead downgrades by automation
Free Lead-Leak Audit in 48 hours

Explore Hawk + free audit →

Attribution Core

Beacon

Attribution Engine & CAPI Middleware

Sits at the centre of every ICG attribution architecture. CAPI middleware connecting Meta Ads, Google Ads, WhatsApp and IVR to your CRM. Lifts Event Match Quality from 2.5 to 6+, reducing CPM 30–40% from the same budget.

Server-side CAPI — bypasses iOS privacy changes
EMQ 2.5 → 6+ across portfolio
30–40% CPM reduction from EMQ lift alone
Multi-touch: ad → consultation → revenue

Explore Beacon →

Practice Management

HealthPro 360

PMS with built-in revenue intelligence layer

The only PMS that tracks cross-sell and up-sell opportunities within your existing patient base. 12 modules covering OPD, IPD, Pharmacy, Labs, Billing, Inventory, Patient Portal, Smart Scheduling, RBAC, AES-256 encrypted storage.

Only PMS with built-in Revenue Intelligence
Cross-sell signal tracking within existing patients
12 modules: OPD, IPD, Pharmacy, Labs, Billing+
Audit trails + RBAC + AES-256 encryption

Explore HealthPro 360 →

Revenue Layer

Phoenix

Revenue intelligence built over your existing PMS

If you already have a PMS — Akhil Systems, Practo, or any other — Phoenix builds the business intelligence layer on top of it without replacement. Currently live across 46 centres for a national chain.

Works over your existing PMS — no migration
Daily action queue: Prevent Loss / Maintain / Grow
Catches unbilled services, collection gaps, lapsing patients
CPQL variance ₹620–₹3,800 → ₹680–₹1,420

Explore Phoenix →

YouTube Intelligence

YODA

YouTube analytics that measures patients, not views

The only YouTube intelligence platform built for healthcare business outcomes. Connects video performance to actual consultation bookings — not views, not subscribers. Patient testimonial videos generate 6.9× more consultations per view than condition explainers.

Consultation attribution per video — not views
Demand-gap: what patients search that your channel misses
50+ doctor channels tracked across India
AIO readiness scoring: which videos AI tools cite

Explore YODA →

Governance & Transparency

Agency OS

Full transparency. Instant diagnosis. Zero surprises.

ICG's centralised governance platform — every client sees everything in real time, and ICG's team sees every problem the moment it surfaces. 30+ real-time alert systems fire the moment a metric drifts outside its performance envelope.

GSC, GA4, Google Ads, Meta Ads, IVR — one live view
30+ real-time alert systems per account
CPQL drift alert at >15% week-on-week change
Client login: full transparency on your account

Explore Agency OS →

AEO & LLM Intelligence

AIO Intel

AI Overview + LLM citation tracking, healthcare-tuned

Knows the moment ChatGPT, Perplexity, Google AI Overviews and Gemini cite your brand in patient answers — and which content drove the citation. Bot-aware dashboard with GA4-registered custom dims (AIO source, AIO referrer) and IndexNow + GSC API integration.

Live tracking across ChatGPT / Perplexity / Google AIO / Gemini
Bot-aware: knows human vs scraper traffic
Custom GA4 dims register AIO source + referrer
IndexNow + GSC API: content surfaced to LLMs within hours

View AIO Intel dashboard →

Competitor Intelligence

Prism Spy

Every Meta + Google ad your competitors run, watched daily

Tracks 75+ Indian healthcare brands, 2,150+ active ads, ₹50Cr+ aggregate ad spend visibility per month. Surfaces what's working, what's been killed, what offers are emerging. Powers every ICG Meta Ads brief, Performance Marketing diagnostic, and IVF / derm / dental specialty campaign with real competitive intelligence.

75+ brands tracked across 30+ healthcare specialties
2,150+ active ads · daily refresh
Activity Feed: every spend / hook / pause logged
Offers Intelligence: 250+ offers in market tracked

Explore Prism Spy →

GBP Intelligence Platform

Angryturtle

Every Google Business Profile scored, tracked, protected, and grown from one command centre

ICG's proprietary Google Business Profile intelligence platform. Scores every listing across 7 dimensions, tracks rank on a live geo-grid across your actual service area, audits NAP + citations, monitors 531 suspension-risk factors continuously, and drafts Google Posts on cadence. Currently managing 143 healthcare listings with 0 suspensions and 4.76★ portfolio average across 28,137 reviews.

143 listings under management · 0 suspensions · 4.76★
7-dimension Health Score + 5-factor Rank OS per listing
Geo-grid rank tracking + NAP + Citation audit + Profile Shield
NMC + NABH + ART Act + DPDP compliance built into every content + review workflow

Explore Angryturtle →

Every ICG engagement runs on some combination of these ten HealthApex OS tools. The diagnostic determines which combination is right for your practice.

Explore HealthApex OS → See the full stack live on your account — free 30-min audit →

The team behind your account

Every diagnostic is led by a founder.
You'll know their names before the engagement begins.

ICG was built by three IIT BHU engineers who entered healthcare marketing with a specific intent: to build the tools that didn't exist and run the campaigns that most agencies couldn't. When you book a diagnostic, Rohit or Abhash leads it personally. Not an account manager. Not a senior executive. The people who built what you're evaluating.

The ICG team — 60+ healthcare marketing specialists at Gurgaon HQ

60+ specialists.
One growth engine.

Performance marketers, analysts, AI engineers, content strategists, and operations specialists — all healthcare-only. Headquartered in Gurgaon since 2018.

Rohit Gupta

Business & Growth Lead & Director

IIT BHU · IIM Rohtak

Rohit's first question in every diagnostic: "When you ask your agency why patients aren't booking — what do they say?" He says the answer tells him more than any dashboard.

Full profile →

Abhash Kumar

Strategy & Analytics Lead & Director

IIT BHU · IIM Bangalore

Abhash built Beacon because most agencies couldn't answer one question: "Which of my campaigns generated that consultation?" He decided the problem was solvable in code. It was.

Full profile →

Deep Das

Technology & AI Lead & Director

IIT BHU

Deep built the 4-Bot patient lifecycle system after watching a client lose 60+ qualified leads in one week to a 6-hour WhatsApp response window. He decided the problem was solvable in code. It was.

Full profile →

Book a diagnostic with the Co-Founding Team → Meet the full leadership team →

See how these frameworks
apply to your business.

A 30-minute diagnostic maps your current architecture against these frameworks and identifies where you are leaking value.

Book a Diagnostic →

Frameworks built for healthcare growth,not retrofitted from retail.

SLC Matrix, Service × Location × Customer

Why SLC

How it is applied

DCG Matrix, Demand Capture × Demand Generation

Why DCG

How it is applied

MMT, Marketing × Medicine × Technology

Why MMT

How it is applied

CBO, Campaign Budget Optimisation, Healthcare Edition

Why healthcare CBO is different

How it is applied

Device ID Tool, Cross-device Patient Identity

Why Device ID

How it is applied

CRO Tool, OHMRC Conversion Model

Why OHMRC

How it is applied

The Three-Level Growth Architecture

38–58% lower CPQLin 90 days. Across every specialty.

Eight platforms. One intelligence layer.

Hawk and YODA.Standalone offers built for specific gaps.

Is your CRM hiding what it should be showing?

Is your YouTube channel generating patients, or just views?

Most healthcare marketing agencies treat symptoms.ICG diagnoses root causes.

Read the complete guidefor your category.

Nine tools. One compounding system. HealthApex OSBuilt in-house. Deployed in every engagement.

Nexus CRM

Hawk

Beacon

HealthPro 360

Phoenix

YODA

Agency OS

AIO Intel

Prism Spy

Angryturtle

Every diagnostic is led by a founder.You'll know their names before the engagement begins.

60+ specialists.One growth engine.

Rohit Gupta

Abhash Kumar

Deep Das

See how these frameworksapply to your business.

Hi, I'm Rohit. Co-Founder, ICG.

Frameworks built for healthcare growth,
not retrofitted from retail.

38–58% lower CPQL
in 90 days. Across every specialty.

Hawk and YODA.
Standalone offers built for specific gaps.

Most healthcare marketing agencies treat symptoms.
ICG diagnoses root causes.

Read the complete guide
for your category.

Nine tools. One compounding system. HealthApex OS
Built in-house. Deployed in every engagement.

Every diagnostic is led by a founder.
You'll know their names before the engagement begins.

60+ specialists.
One growth engine.

See how these frameworks
apply to your business.