| Change | Status | Detail |
|---|---|---|
| Budget shift to General Rehab | Live 10:54 AM | Mental Health $1,500 to $750/day, General Rehab $1,800 to $2,550/day. Total unchanged; the money follows the lead type that admits. |
| Panhandle county exclusions | Live, both campaigns | 16 counties excluded on General Rehab and Mental Health (map below). Jacksonville stays per Doc: good mental health patients have come from that area. |
| Competitor negatives | Live this morning | Local facility and provider names added as negatives to both campaigns, continuing the weekly search-term cleanup. |
| Teen out-of-state targeting | Going live next | Launch set: Illinois, North Carolina, South Carolina, Texas (north and south), Western New York. In place ahead of school-season referrals in mid-to-late August. |
The map is live and interactive. Blue counties are currently served; the terracotta counties are the panhandle exclusions applied today. Rationale from the call: travel objections are showing up in the weekly opportunity review (2 of 13 last week), impression share has headroom (Mental Health 28%, General Rehab 33%), and search volume concentrates where population does, so trimming the far panhandle focuses spend without starving delivery.
Think another county should come out? Click it. Selected counties turn dark blue; use the send button and the request goes straight to Stephen for review. Nothing changes in the account until it is reviewed, so click freely.
The view from today's call: every opportunity created in the month, tracked by the furthest stage it has ever reached. Toggle between all lead sources and the Google-attributed slice.
"Reached" counts pass-throughs via stage history. Stages are not strictly sequential. The July cohort is 0 to 3 weeks old, so late-stage numbers keep growing all month. From the call: the all-source funnel is holding (73% past Missing Info versus June's 82% at full maturity), the Google-attributed slice is the one to work (44% past Missing Info so far), and Josh's June-versus-July disposition analysis with Natalia will tell us how much is recency versus mix.
The optional insurance field went live July 14 and is verified passing through end to end. Few form leads fill it in so far (1 of 11), form volume dipped since it was added, and daily calls rose in the same window (76 to 84 per day) with the new "Rather talk? Call" option on the form. Consensus on the call: that trade works in our favor, since callers connect and convert at a far higher rate than form leads. We watch one more week, then decide whether the insurance ask moves to the thank-you step or becomes a quick-pick list of carriers.
Carried decision: whether form-fill Missing Info leads should keep counting as qualified in what reports to Google, revisited alongside the VOB graduation in about two weeks.
Five full weeks of inbound calls (2,599, complete weeks verified). Context first: the headline is good. Answer rate holds at 86 to 90 percent every single week, median pickup is 6 to 8 seconds, and for benchmark, another facility we track averages over a minute of wait. The watch item is hold time for the calls that wait: as paid call volume roughly tripled (27 to ~100 per week), the longest waits stretched. Five weeks ago, even the slowest 1 in 10 callers was answered within about 20 seconds; last week that slowest 1 in 10 waited 53 seconds or more, and callers answered within 15 seconds slid from 84 to 77 percent overall, 92 to 74 percent on Google Ads calls.
| Jun 15 | Jun 22 | Jun 29 | Jul 6 | Jul 13 | |
|---|---|---|---|---|---|
| Calls | 27 | 47 | 90 | 90 | 101 |
| Answered | 26 | 43 | 82 | 81 | 82 |
| Answer rate | 96.3% | 91.5% | 91.1% | 90.0% | 81.2% |
| Median ring (answered) | 5s | 7s | 8s | 8s | 8s |
| Wait, slowest 1 in 10 calls | 10s | 26s | 30s | 34s | 43s |
| Answered within 15s | 92.3% | 79.1% | 81.7% | 80.2% | 74.4% |
| Jun 15 | Jun 22 | Jun 29 | Jul 6 | Jul 13 | |
|---|---|---|---|---|---|
| Calls | 382 | 447 | 441 | 639 | 576 |
| Answered | 344 | 386 | 389 | 562 | 504 |
| Missed | 38 | 61 | 52 | 77 | 72 |
| Answer rate | 90.1% | 86.4% | 88.2% | 87.9% | 87.5% |
| Median ring (answered) | 7s | 7s | 7s | 7s | 6s |
| Wait, slowest 1 in 10 calls | 20s | 26s | 35s | 44s | 53s |
| Answered within 15s | 84.0% | 82.6% | 78.9% | 77.8% | 77.0% |
Where the misses live: evenings and weekends. 7 to 10 PM runs 17 to 21 percent missed versus 5 to 11 percent in core hours, and Saturday and Sunday run 17 to 18 percent versus 9 to 13 on weekdays. Missed calls also mostly stay missed: about half of missed callers never connect on a later attempt. That is where the coverage conversation goes next if the pattern persists after the team is back to full strength. We re-pull this weekly; method: answered versus missed from call status (missed includes rang-out and caller-abandoned-during-ring), ring time on answered calls.
Framing per the July 16 site discussion: total digital spend versus total admissions, floor thinking, not paid versus organic in isolation. Josh and Natalia are running a June-versus-July lead disposition analysis offline; the budget shift in section 1 is the first action from that conversation, and the campaign-level admit breakdown is being added to the weekly report.
| Budget shift and county exclusions | Done Live in the account as of this afternoon (section 1). |
| Teen out-of-state targeting | Applying the agreed launch set: Illinois, North Carolina, South Carolina, Texas north and south, Western New York. |
| Report: admit breakdown by campaign | Adding branded versus non-branded and campaign-level admit attribution to the weekly report. |
| Conversion graduation check | In about two weeks: evaluate moving the Google Ads signal from qualified-lead to VOB-stage, and answer Josh's analytics pass-back question. |
| Josh: travel objections watch | Track whether travel objections stay at ~2 of 13 weekly opportunities or grow; considering a "travel" closed-lost reason in Salesforce so the geo decisions get cleaner data. |
| Josh and Natalia: disposition analysis | July versus June lead and call conversion detail, offline this week. |
| Intake staffing | Answer-time recovery expected as the two absent reps return and the new rep finishes training; urgency handling on ads calls re-emphasized with the team. |
| The budget shift's first read | General Rehab at $2,550/day with the qualified-lead goal: watch cost per qualified through the learning period rather than reacting to single days. Mental Health at $750/day keeps serving its best segment. |
| Panhandle exclusion effect | Spend should redistribute into the peninsula automatically. If travel objections persist in the weekly review, the map above is where the next trim gets decided, together. |
| Teen ramp | Out-of-state goes live this week; first read is search-term quality by state, ahead of the August full budget. |
| Adult out-of-state | Parked for next month per Doc: candidate markets noted (Wisconsin, Indiana, Michigan, parts of Tennessee), Florida CPA comes first. |
| Answer times | Weekly re-pull; expecting recovery with full staffing. |