A

Writing

The Journal

Notes from inside the work — funnels, attribution, paid media, and the parts of clinic growth that never appear in a dashboard. Written when there's something worth saying, not on a schedule.

01 Cost per lead is a vanity metric A twelve-dollar lead who never walks through the door is more expensive than a forty-five dollar lead who books and buys. Why the cheapest number in your dashboard is usually the most misleading one. Measurement
6 min read 02 The fix is almost never in the ad account The highest-yield change I find in most clinics has nothing to do with targeting, creative or budget. It's the hours between a lead arriving and anybody calling it. Funnel
5 min read

Bring me the number you cannot explain. I'll tell you where it went.

An hour of looking is usually enough to find the leak — and roughly what it has been costing you.

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