ICG's Diagnostic Frameworks — PSICST, CPQL Architecture, Beacon Stack

ICG's Diagnostic Frameworks — PSICST, CPQL Architecture, Beacon Stack

Slug: `/insights/icg-diagnostic-frameworks-psicst-cpql-beacon` Priority: P0 · ~2,200 words Author: Rohit Gupta, Co-Founder, ICG

Key sections:

Section 1: PSICST — Patient Search Intent Cycle Stage Theory ICG's proprietary framework for mapping the 6 stages of a healthcare patient's digital research journey: (P) Problem recognition — patient identifies a symptom or condition, (S) Search and information gathering — Google + LLM research phase, (I) Influence phase — YouTube, word of mouth, social proof, (C) Clinic/Doctor comparison — price comparison, credential comparison, (S) Selection — specific enquiry sent to chosen clinic, (T) Transaction — consultation booking confirmed.

The PSICST framework determines which marketing channels and content types are appropriate at each stage. A Google Ad reaches stages C-S (comparison and selection). A YouTube video reaches stages P-I (problem recognition through influence). AEO/LLM content reaches stages P-S (early research through comparison). Hawk re-engagement targets the patient who has reached S (selection) but has not converted to T (transaction).

Understanding which stage a channel reaches determines budget allocation and creative strategy for every ICG client engagement.

Section 2: The CPQL Architecture ICG's system for measuring, tracking, and optimising the cost per qualified lead (attended consultation) across all channels simultaneously. Components: Beacon CAPI (server-side conversion tracking), Hawk CRM re-engagement (limbo lead recovery), Agency OS attribution dashboard (unified CPQL view across channels), and the 180-day attribution window (extended to match healthcare consideration cycles by specialty).

The CPQL Architecture is why ICG's portfolio median CPQL is 29-51% below market median by specialty.

Section 3: The Beacon Stack The full Beacon technology stack: Beacon CAPI (server-side Meta + Google attribution), Beacon WhatsApp 4-Bot (4-minute first response, consultation governance, post-consultation follow-up), Beacon Attribution (multi-touch, multi-window, offline conversion import from CRM), Beacon AIO Intel Tool (LLM citation monitoring across 5 AI platforms).

How Beacon components integrate: the WhatsApp 4-Bot generates the consultation booking event that Beacon Attribution captures as an offline conversion and sends to Google Enhanced Conversions and Meta CAPI — closing the full attribution loop from ad impression to attended consultation.

5 FAQs: Is PSICST applicable to all healthcare specialties equally, how does the CPQL Architecture handle multi-location practices, is Beacon a standalone product, how the Beacon stack changes CPQL timelines, what happens to Beacon data if ICG engagement ends.