Most marketing reporting stops at the first stage of this path. BAM was built because everything that determines whether a facility gets paid happens after that point.
First Touch Capture
- Impression
- Engagement
- Contact initiated: call, chat, or form
- One lead record, source attached
Qualify
- Insurance verification
- Qualification disposition (unqualified leads are reason-coded, not lost)
The Referral Reality
- Referral evaluation
- Referral outcome logged (referred out)
- Admission decision
Platform Push-Back
- Pending VOB, referred out, and admitted are sent back to Google Ads and Meta, so bidding learns what admits
Stages 1 Through 4First Touch Capture
Call, chat, and form all land in the CRM as a single lead record. Every interaction type, including the phone, carries its source from the moment it arrives, so a Google Business Profile call is never confused with a website call, and no channel goes untracked from the very first touch.
Stages 5 Through 6Qualify
Insurance verification, single case agreements, out-of-network pathways, and private-pay branches are modeled as explicit funnel stages, not handled outside the system after the fact. In behavioral health, payer fit decides the funnel as much as intent does, so a model that skips this stage is measuring the wrong thing from here forward.
Stages 7 Through 9The Referral Reality
Leads that don't fit a program are evaluated for the referral network and closed with their own disposition, rather than disappearing from the report. Referred-out is a real outcome in this category, and a model that can't account for it will always undercount what a marketing program accomplishes.
Stage 10Push-Back to the Platforms
Opportunities are pushed back into the ad platforms at pending verification, at referred-out, and at admitted, so the bidding algorithms themselves learn to buy toward the outcomes a facility values, weighted the way that facility values them, rather than optimizing blindly toward clicks.
Frequently Asked Questions
What is the Behavioral Attribution Model?
The Behavioral Attribution Model, or BAM, is Brand North's proprietary ten-stage map of the behavioral healthcare funnel, built inside a facility's CRM to trace every call, chat, and form from first contact through to a verified admission.
Why does insurance verification count as a funnel stage?
Because payer fit determines whether a lead can be admitted, treating verification as a tracked funnel stage rather than a back-office task lets a facility see exactly where and why leads are won or lost on payer grounds, not just on intent.
What happens to leads that don't fit a program?
They are evaluated for the facility's referral network and closed with their own tracked disposition, so a lead that was never a fit still counts accurately in the model instead of appearing as an unexplained drop-off.