This guide is written for anyone evaluating an agency, whether or not that evaluation ever leads to Brand North.
The Five Things to Demand
- 01A true cost-per-admission number, by channel, for the last 90 days, not a cost-per-lead or cost-per-click figure standing in for it.
- 02Proof that phone calls are tracked to a lead record, not just web form fills.
- 03Payer-fit and insurance verification data modeled in the reporting, not handled separately from marketing.
- 04A documented answer for where referred-out leads go, and whether that outcome is tracked at all.
- 05A direct answer to what happens if the agency can't show you the attribution it's claiming.
Red Flags to Watch For
An agency that reports leads and clicks as the headline result, with no path to an actual admission number, is reporting activity, not outcomes. An all-in-one platform that bundles services without letting you see which one is producing results is hard to audit by design. And a generalist agency serving unrelated categories alongside behavioral health rarely has the clinical or compliance depth this category requires.
Articles: Choosing Your Agency
- Generic Content vs. Accurate RepresentationGeneric content ranks but does not convert. Accurate representation builds trust and drives admissions. See the difference.9 min
- Questions to Ask Before You Renew Your Agency ContractQuestions every treatment center operator should ask before renewing their marketing agency contract. A candid evaluation guide.9 min
- The Hidden Cost of All-in-One PlatformsThe hidden cost of all-in-one marketing platforms for treatment centers. What you sacrifice in quality when you bundle everything.9 min
- What to Demand From Any Behavioral Health Marketing AgencyWhat every behavioral health operator should demand from their marketing agency. Attribution, transparency, and verified results.8 min
- When Your Specialist Agency Gets AcquiredAgency consolidation in behavioral health changes ownership, incentives, and attention. What an acquisition means for your treatment center and the questions to ask.8 min
- When Your Website Doesn't Match Your ProgramWhen your website does not match your program, patients bounce and trust erodes. Learn how to close the site-program gap.9 min
- Who Carries the Compliance Risk in Your MarketingCompliance risk in behavioral health marketing attaches to the facility, not the agency. Where the risk hides in patient acquisition and how to audit it.8 min
Frequently Asked Questions
Do I need to ask these questions even if I'm happy with my current agency?
Yes. These are reasonable questions for any agency to answer at no cost, and a confident, transparent agency should be able to answer all five without hesitation, whether you're evaluating them for the first time or the tenth year.
What if my current agency can't answer these questions?
That's a strong signal their systems weren't built to trace marketing spend to actual admissions, which means budget decisions are likely being made on incomplete information.
Is this checklist specific to Brand North, or does it apply to any agency?
It applies to any agency in this category. The standard itself isn't proprietary, being able to meet it consistently is what's rare.