Every marketing dollar measured to the admission. Every channel managed against that number.
Through our discovery process and our Behavioral Attribution Model, Brand North wires your CRM, phones, website, and ad platforms into one system that measures every marketing dollar to the admission, then runs paid, organic, and AEO against that number.
If a channel can't be connected to what happens in admissions, it doesn't get the benefit of the doubt. The result is less wasted spend, better decisions, stronger admissions performance, and more resources available to reach the people who need the care your organization provides.
See the Behavioral Attribution Model
The model
The Behavioral Attribution Model, or BAM, is our map of the behavioral healthcare funnel: ten stages from a first impression to an admitted patient, built inside your CRM, with call, chat, and form paths converging on one record.
It exists because this industry's funnel doesn't look like anyone else's, and generic attribution breaks exactly where the money is.
Stages 1 Through 4
Call, chat, and form fills all land in the CRM. Impressions and landing pages are table stakes, BAM starts earning its keep when every interaction type, including the phone, creates a lead carrying its source. We'll map, build out, or optimize your CRM and train your intake team, as part of any engagement, to maximize accuracy and conversions at every stage.
Stages 5 and 6
VOB is a funnel stage, not an afterthought. Insurance verification, single case agreements, out-of-network pathways, private-pay branches, and reason-coded unqualified dispositions are modeled explicitly, because in treatment, payer fit decides the funnel as much as intent does.
Stages 7 Through 9
Referred-out is an outcome, not a dead end. Leads that don't fit your program get evaluated for your referral network and closed with their own disposition, so the model tracks it instead of losing it.
Stage 10
Opportunities are pushed to the ad platforms at pending verification, at referred-out, and at admitted, so bidding optimizes toward the outcomes your facility values, weighted the way you value them.
The core asset
We interview your key staff and stakeholders, clinical leadership, admissions, and operations, and turn what they know into a living, machine-readable, agent-ready knowledge base: levels of care, credentials, payers, policies, outcomes, and positioning.
That knowledge base drives decisions across all marketing and beyond. We provide sales training for your intake team, staff onboarding material, business development collateral, and content for every channel of paid and organic search, all pulling from the same verified facts, so nothing drifts.
It's updated as your programs evolve, not written once and shelved, and it's fully included in every engagement. This is the core asset underneath everything we do, and you own it completely.
Learn More: Content & SEO →Knowledge base · client-owned
The team
Every person on your team works in behavioral healthcare every day. One day-to-day contact, named specialists on every discipline, and the founder in the room for strategy, instead of a rotating cast of coordinators.
George Kocher is the founder and CEO of Brand North, based in Boca Raton, Florida, serving behavioral healthcare facilities across the United States. He pairs advanced tracking and attribution with CRM process, topical authority SEO, AI visibility, and paid ad frameworks, giving behavioral health operators a transparent cost of acquiring each new client, by marketing channel.
George graduated from Cornell University, where he wrestled at the Division I level, and began his career in investment banking at Barclays Capital. He moved into behavioral health operations as Director of Admissions and Marketing at Sunspire Health, where he played a key role in scaling the company from a single location to a national, multi-site network fielding an enormous volume of admissions calls every month, before its acquisition by Kohlberg and merger with The Meadows Behavioral Health. He later served as VP of Admissions and Business Development at Lakeview Health, acquired by The Riverside Company, before founding Brand North. That operator experience shapes his analytical, ROI-first approach to client acquisition and attribution.
George has a family with two children, enjoys skiing and Brazilian jiu-jitsu, and serves on nonprofit boards including Alumni In Recovery.
Meet George Kocher →AI visibility
AI assistants are now a primary discovery channel, and the traffic converts at a high rate. A visitor arriving from an AI recommendation is pre-qualified, closer to VOB and intake than a lead from almost any other source.
Brands that AI surfaces capture that high-intent demand. Those it overlooks stay invisible. Brand North builds your visibility across ChatGPT, Claude, Gemini, Perplexity, Copilot, and Google AI Overviews.
Phase 1
We benchmark how every major LLM describes your brand and each sub-brand, standardize the messaging AI repeats, and suppress outdated or off-brand legacy content that misrepresents you.
Phase 2
We track AI-bot log files and LLM traffic in GA4, with Answer Visibility Share, how often you're the recommendation, tracked against named competitors month over month.
Phase 3
Deep-research content audits, comparison pages, authority pages, and freshness passes, restructured into lead-with-the-answer passages AI can extract, cite, and attribute cleanly.
Phase 4
A citation opportunity analysis, entity optimization, and sentiment monitoring that earns the off-site references LLMs trust when naming a provider to searchers looking for your specialties.
Phase 5
A dedicated AI info page, advanced robots.txt and llms.txt files, entity maps, and healthcare schema published in dependency order, so every AI system parses the same verified facts about your domain.
Phases 6 and 7
Clinical-expert content built from leadership and clinician interviews and structured fact sheets, with trust-alignment audits and competitive LLM monitoring, so gains are proven rather than assumed.
Owned, not rented
We don't just optimize for the sources AI cites. We create them, and you own them.
AI engines answer searcher questions by citing third-party sources: statistics hubs, comparison pages, cost explainers, author profiles, reviews, and articles. Our monitoring tells us exactly which source types get cited, and we build and operate owned properties of those types, then steer AI and search crawlers to them. We'll build you a network of owned surfaces, not a footprint, every claim traced word for word to a signed-off fact sheet.
Owned Surface 1
Included in the engagement
Person-entity sites for your clinical leadership on their own name domains: Person schema, credential corroboration, and the E-E-A-T signals YMYL rankings and AI answers key on. You own every staff website we build.
Learn More: AI Visibility →Owned Surface 2
Included in the engagement
Statistics and data hubs, cost-and-insurance explainers, payer and population guides, the exact source shapes LLMs reach for. One property, one query group, unique design per deploy.
Learn More: Content & SEO →Owned Surface 3
Included in the engagement
"Top programs in [state]" and comparison builds that match the retrieval shape of search and AI comparison intent: algorithm-ranked, every ranking claim fact-checked, with your facility included on merit.
Learn More: Content & SEO →The foundation
Included in the engagement
Publishing is table stakes. We control retrieval: per-agent crawler policy for GPTBot, ClaudeBot, PerplexityBot, and peers, llms.txt on every domain, claims delivered in raw HTML since most AI crawlers don't execute JavaScript, instant index pushes, and monthly log-file crawl reports that prove what got read.
Learn More: AI Visibility →From monitoring which sources AI engines cite, we build owned properties of those types, steer search and AI user-agents to your signals, and get them crawled and re-crawled, with log data proving what happened.
Properties that earn citations get more investment. Properties that don't get repurposed. Everything is reported monthly, from validated log data.
Home turf
Most agencies in this category report leads and hope. We build the measurement spine first: CRM, call tracking, and the ad platforms wired together.
We've sat on the operator's side of it. Our CEO ran the admissions office for a national, multi-location treatment network, fielding a very high volume of calls every month against one of the category's largest media budgets. That operating experience is the core competency everything else here is built on.
We configure lead records that carry the click ID and call source through every handoff, with opportunity stages and dispositions modeled for treatment reality: verification of benefits, pending referral, referred out, admitted. We run this today on Salesforce, Dazos, and comparable CRMs, including reason-coded unqualified dispositions so "no" teaches the system as much as "yes."
Call Tracking Metrics and CallRail deployments with dynamic number insertion per campaign, per listing, and per brand, so a Google Business Profile call is never confused with a website call, and a call meant for one location is never miscounted against another.
VOBs and admissions are uploaded to the ad platforms as offline conversions, so bidding algorithms learn to buy the clicks that admit, not the clicks that click.
HIPAA-compliant forms and analytics, LegitScript-ready builds, and YMYL editorial discipline are standard on every engagement, never an upsell. See the full standard below.
As a Brand North client, you get a live custom dashboard per domain covering SEO, AEO, and paid together, a weekly operational report, a monthly strategy review, and a quarterly deep-dive with leadership. Everything reported to the admission, in one place, with no second vendor report to reconcile against. You own your dashboard and your data at all times.
Compliance
HIPAA-compliant forms and analytics, LegitScript-ready builds, and YMYL editorial discipline aren't upsells at Brand North, they're standard on every engagement, from the first page we build.
An agency that treats compliance as a premium feature is underselling what should be the baseline. In drug and alcohol treatment, LegitScript certification is required before Google will approve a paid search campaign at all, not a best practice, a platform requirement. Mental health, teen and adolescent mental health, autism treatment, and TMS therapy each carry their own added sensitivity, and content and targeting are built with that weight in mind throughout.
Learn More: Compliance →In writing
We'll audit your current marketing spend and allocations and eliminate waste or misallocated budget first. Scaling comes after your account has a real efficiency frontier. We're fanatic stewards of your budget, and our financial transparency is second to none in this industry.
We won't guess or promise numbers that haven't been fully validated. We commit to a documented baseline, true cost-per-admission by channel and by domain, and a target you can hold us to in writing. Any agency that commits to a number before opening and analyzing your accounts is guessing.
We guarantee full transparency and attribution of all marketing efforts, or we'll fix it at no additional cost.
We stand behind our commitment to optimize every dollar of spend to maximize efficiency and help you serve more people in need of your services.
Read the Full Guarantee →Questions
Brand North measures every marketing dollar to a verified admission, not a lead or a click, using the Behavioral Attribution Model built specifically for this category's funnel. Most agencies in this space were built to report activity. Brand North was built to report outcomes.
Yes. Behavioral health and specialty healthcare are the only verticals Brand North serves as a marketing agency of record.
We fix it at our own expense, and on monthly retainer engagements, you don't pay the management fee for that period. That's the Attribution Confidence Guarantee, standing behind every engagement from day one.
With a confidential review of your current marketing and attribution setup. Bring your worst-performing campaign, no deck required, and we'll show you exactly where the attribution breaks.
Every year, Brand North builds two fully optimized websites for non-profit organizations, one way we give back to our community and help spread awareness that real help is available, and that there are solutions for those in need.
We serve on the board of Alumni In Recovery, and co-host the Daniel Mulroy Jr. invitational, which raises money for scholarships, housing, and recovery-focused 501(c)(3)s.
Brand North is different from other agencies, and our process and our results demonstrate it. We encourage you to get to know us, ask us any questions, ask for case studies and references, and ask us for a free, no-obligation evaluation of your facility's marketing opportunities and challenges.
