Why should my front desk ask what made a patient excited about our ad? Because that one question turns your phone team into your marketing department. When someone calls, don't just log which ad they saw. Ask what about it actually got them to pick up the phone. The ad got their attention, but the specific thing that pushed them to act is gold, and only the caller can tell you. Feed that back, and it changes the message you run next. I've had practices report a single detail from a phone conversation that we then built into the advertising, and [...]