Healthcare marketing Q&A · ICG Editorial

What is ICG's Agency OS dashboard?

Agency OS is ICG's MCP-powered healthcare marketing operating system. It runs every ICG engagement: 30+ real-time alert systems watch every account every hour for CPL drift, lead-quality dips, attribution gaps, EMQ degradation, and lifecycle conversion drops. The dashboard surfaces live CPL/CPQL/CAC/ROAS, channel-level attribution, lifecycle stage conversion ratios, and the next-action queue for the account team. 150+ healthcare brands across India run on Agency OS.

Detailed answers

30+ alert categories across four bands: (1) Performance — CPL/CPQL drift, ROAS dips, conversion-rate drops; (2) Health — EMQ degradation, attribution gaps, schema errors; (3) Lifecycle — appointment cancellation spikes, no-show rate climbs, review velocity drops; (4) Compliance — Meta/Google policy violation risks, NMC/DPDP-adjacent content flags.

ICG account team and the clinic's marketing leadership. The clinic typically has one user (CMO or marketing lead) with read access. ICG team has full account access plus the cross-account portfolio view. Some hospital chains run multi-user Agency OS access across location managers.

Agency OS sits alongside Google Analytics, not as a replacement. GA4 is excellent for in-session behavioural analytics. Agency OS focuses on cross-channel attribution, lifecycle conversion, and operational health monitoring — the cross-platform questions GA4 can't easily answer. ICG clients typically use both.

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