Here's the answer most practices don't like: nobody, and the 9pm inquiry books elsewhere by morning. A med-spa's front desk decides more revenue than its ad account, and the four leaks are all operational: the unanswered inquiry, the unprepared consult, the silent no-show, and the delighted patient whose review never gets asked for.
The fix starts with a patient-safe assistant with hard edges. It handles the safe territory brilliantly, which is most of the volume: hours, booking, rescheduling, what a treatment is, approved pre- and post-care, published price ranges, and candidacy routing, that's exactly what the consult determines, here's the link. And four lines never bend: anything about this patient's condition or medications goes to licensed staff, always. Any mention of a complication escalates immediately with a callback promise in writing. Emergencies get a standing urgent-care redirect. Photos of concerns route to staff, never assessed by the bot. Every line lives in a one-page policy your medical director signs, and nothing goes live before the signature. The bot introduces itself as an assistant, never as staff.
Around it, three systems pay for the month: intake that parses every inquiry and routes hot leads to the coordinator's phone with a drafted reply. Consult prep that assembles a one-pager the day before, so the provider walks in knowing and the consult sells instead of surveys. And the review engine, asking at the delight moment, the results visit, not checkout, coaching honest specificity, because the treatment-plus-outcome review is the one that gets quoted into best-near-me answers. Never incentivized, never gated.
The full engine is Volume 3 of our Beauty Operator system.
Operations are marketing here. That's the vertical's secret.