Glossary · Healthcare Marketing & Compliance

Treatment Inquiry — the lead-quality tier that separates real intent from browsers.

A Treatment Inquiry is a lead that has explicitly asked about a specific treatment, procedure, or consultation — as opposed to a symptom search, price browse, or content download. In the ICG lead-quality tiering, Treatment Inquiries convert to booked consultations at 45-65% versus 8-15% for generic leads and carry roughly a 2.8x higher pLTV.

Mechanism

How it works.

Every healthcare pipeline gets four broad flavours of lead. Symptom searches — the patient is describing what hurts, not what they want. Price browses — the patient is comparing quotes with no chosen provider. Content downloads — the patient wants information, not a chair. And Treatment Inquiries — the patient has already named the procedure, the specialty, or the consultation they want to book. Treating all four as one blended CPL number is the fastest way to run a healthy-looking campaign that is actually starving the clinic. Tiering the pipeline lets the marketer optimise creative, landing form, and inside-sales script for the tier that actually pays.

Tier the pipeline at intake. A required "which treatment are you considering?" field on every lead form converts intent into a machine-readable tag.
Classify inbound WhatsApp too. WhatsApp messages naming a procedure or consultation get auto-tagged as Treatment Inquiry inside the CRM.
Route Treatment Inquiries first. Inside-sales scripts pick these up ahead of the generic queue — they close in one call, not five.
Fire a separate CAPI event. Treatment-Inquiry events go to Meta as a distinct optimisation target so the algorithm learns to seek this tier specifically.
Track tier ratio per creative. A creative pulling 8% Treatment Inquiries is worth 3x a creative pulling 2%, even at the same CPL.
Re-score consent scope per tier. Treatment-Inquiry consent covers the treatment reply; marketing consent has to be captured separately.

Compliance angle

Why it matters for
Indian healthcare.

A Treatment Inquiry is the cleanest possible consent record because the patient has stated the treatment they want to know about. Under DPDP Act 2023, that stated purpose becomes the boundary of what the clinic can legally do next. Reply about that treatment — permitted. Send an unrelated aesthetic-offer broadcast — not permitted, because that is a different purpose requiring a separate consent event. The tighter that boundary is drawn, the safer the clinic is under DPDP audit. NMC's Code of Ethics also matters here — the treating physician cannot solicit patients directly, so Treatment-Inquiry replies must come from the clinic's front-desk or coordinator layer, not from a doctor's personal channel. ASCI applies too on the reply itself — a Treatment-Inquiry response cannot make unsubstantiated outcome claims about the treatment being inquired about. Treatment-Inquiry tiering is therefore not just a lead-quality upgrade; it is the audit trail that shows a clinic knows what its patient asked for and stayed inside that scope.

Inside the ICG stack

How ICG uses this.

Every ICG-managed Meta Catalyst IQ account tracks Treatment-Inquiry share per creative, per ad-set, per campaign. Every HealthPro 360 deployment tags Treatment Inquiries in the CRM with a distinct consent-scope flag. The CPQL definition ICG uses inherits directly from the Treatment-Inquiry tier — a lead only counts as qualified once its treatment-intent field is populated. Which is what keeps the CPQL number honest and what keeps the PAC denominator defensible.

Treatment Inquiry · ICG portfolio tier data 2026

45-65%

Treatment-Inquiry to booked-consult conversion

8-15%

Generic-lead to booked-consult conversion

2.8x

pLTV multiplier vs. generic tier

23+

Meta accounts feeding the tier benchmarks

Lead tier	Signal at intake	Consult conversion
Treatment Inquiry	Names the procedure or consultation	45-65%
Symptom search	Describes the symptom, no chosen treatment	18-28%
Price browse	Asks cost, comparing providers	10-18%
Content download	Requests guide, checklist, or lead-magnet	8-15%

FAQ

Frequently asked questions.

What actually separates a Treatment Inquiry from a generic lead?

A Treatment Inquiry names the procedure, indication, or consultation the patient wants. "I want a root canal quote for my upper left molar" is a Treatment Inquiry. "How much does dental treatment cost?" is a price browse. "What are the symptoms of tooth infection?" is a symptom search. The tiering matters because Treatment Inquiries convert at 45-65% to booked consultations in the ICG portfolio, versus 8-15% for the generic tier.

How do you get more Treatment Inquiries and fewer generic leads?

Creative and landing page have to name the treatment out loud. Meta creatives that lead with the procedure ("IUI planning consultation", "single-tooth implant assessment") pull Treatment Inquiries. Creatives that lead with the symptom or the price pull generic leads. Landing forms that ask "which treatment are you considering?" as a required field convert Treatment-Inquiry intent into a tagged CRM record. Meta Catalyst IQ tracks the tier ratio per creative so the winners scale.

Why does Treatment Inquiry pLTV run 2.8x higher?

Because the patient has already self-selected the specialty and, often, the treatment. They convert faster, complete the treatment plan more often, and recall on schedule. Generic leads, by contrast, spend the funnel bouncing across specialties, drop out at the quote stage, and rarely return. The 2.8x pLTV multiplier is the ICG portfolio median across dental, dermatology, and IVF cohorts.

How does DPDP consent apply to Treatment Inquiries specifically?

DPDP Act 2023 requires purpose-limited consent, which means treatment-inquiry consent and marketing-consent must be requested separately. A patient sending a WhatsApp asking about implant cost has consented to a reply about implants — not to being added to a monthly newsletter, a birthday campaign, or a re-marketing pixel. The consent scope for a Treatment Inquiry is narrow, purpose-bound, and cannot be up-scoped without a fresh consent event.

Related terms

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

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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

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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

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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

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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

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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

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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

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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

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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 →

See your Treatment-Inquiry
share, per creative.

ICG runs a free 30-min Brand & Growth Diagnostic that scores your live Meta creatives on Treatment-Inquiry share and shows which creatives should scale, which should pause, and which should rewrite the hook.

Book diagnostic → WhatsApp ICG →

Treatment Inquiry — the lead-quality tier that separates real intent from browsers.

How it works.

Why it matters for
Indian healthcare.

How ICG uses this.

Frequently asked questions.

Read next.

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

Nexus CRM

Hawk

Beacon

HealthPro 360

Phoenix

YODA

Agency OS

AIO Intel

Prism Spy

Angryturtle

See your Treatment-Inquiry
share, per creative.

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

Treatment Inquiry — the lead-quality tier that separates real intent from browsers.

How it works.

Why it matters forIndian healthcare.

How ICG uses this.

Frequently asked questions.

Read next.

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

See your Treatment-Inquiryshare, per creative.

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

Why it matters for
Indian healthcare.

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

See your Treatment-Inquiry
share, per creative.