STJ War Room — Us vs Helix

22 : 1

Helix is out-shipping us 22-to-1

They shipped 22 patients this week. We shipped 1. This is a problem we can fix.

Daily Ad Spend

Melleka (Us)

$464

per day

$3,246 this week

Google $392/d Meta $71/d

VS

Helix

$810

per day

$5,670 this week

Platform split unknown

Head-to-Head Scorecard

Metric	Us	Helix	Winner
Total Prospects	242	243	TIE
Private HMO (💰 Money Leads)	18	51	HELIX 2.8×
Patients Shipped	1	22	HELIX 22×
Cost Per Prospect	$13.41	$23.33	US ✓
Cost Per HMO Lead	$180	$111	HELIX 38%
Cost Per Shipped Patient	$3,246	$258	HELIX 12.6×
Duplicate Rate	47.9%	13.6%	HELIX 3.5×
HMO → Ship Rate	5.6%	43.1%	HELIX 7.7×
Non-Insulin Waste %	22.3%	38.7%	US ✓

Helix spend estimated at $810/day. Their platform split (Google vs Meta) is unknown.

The Efficiency Gap

Cost Per Shipped Patient

Us $3,246

Helix $258

Even doubling our spend won't close this gap. We need to fix quality first.

Unique Real Prospects (After Dupe Removal)

Us 126

Helix 210

After removing dupes, Helix delivers 67% more real leads than us despite near-identical totals.

HMO Conversion Rate (Prospect → HMO)

Us 7.4%

Helix 21.0%

They attract 3× more insulin-dependent, privately-insured patients per prospect.

Pipeline Ship Rate (HMO → Shipped)

Us 5.6%

Helix 43.1%

Even after getting a qualified lead, they ship 8× more often. Pipeline follow-up is the bottleneck.

Our Waste Problem

116

Duplicates

47.9% of our leads are repeats — Helix is at 13.6%

54

Non-Insulin

22.3% of our leads don't qualify — need negative keywords

8

Ineligible State

Leads from states we can't service

11

High Copay/Deductible

Leads that can't afford treatment

Combined waste: 189 of 242 prospects (78%) are junk

Only 53 of our 242 prospects (22%) are potentially viable. After dedup + qualification, we're working with roughly 1/5th of our lead volume.

Patients Shipped This Week (28 Total)

17

Helix

7 from March, 7 from May, 3 this week

2

Helix 2

1 from May, 1 this week

2

Helix 3

1 from May, 1 this week

1

Us (GM-MM)

From a prior month lead — 0 of our May leads shipped

2

Google

1 from April, 1 from May

3

Referral

1 April, 1 May, 1 this week

1

STJ Web

From April

Injection Frequency

Frequency	Count
1×/week	10
2×/week	6
3+×/week	12
Total	28

43% are 3+×/week — highest revenue tier

Insurance Breakdown

Insurance	Count
Medicare	21
Aetna	2
Humana	2
BCBS of LA	1
Devoted	1
Zing	1
Total	28

75% Medicare — dominates shipped volume

Our Google Ads — V2 Account

Primary L2S account (2132096417) is ALL PAUSED — $0 spend. All activity is on V2 (5143493594).

Campaign	Spend	Clicks	Conv	CPA	Conv %
Search \| Website Form Submission	$1,804	488	56	$32.22	80%
PMax \| General #2	$468	172	0	∞	0%
PMax \| General \| NEW SITE	$387	239	14	$27.61	20%
PMax \| General	$88	32	0	∞	0%
TOTAL	$2,748	931	70	$39.25	100%

Week-over-Week Improvement

Spend: $930 → $2,748 (+196%)

Conversions: 6.5 → 70 (+977%)

CPA: $143 → $39 (-73%)

Waste Alert

PMax General #2: $468 spent, 0 conversions

PMax General: $88 spent, 0 conversions

Total burn: $556 (20% of Google spend)

Our Meta Ads — STJ

$498

Spend

26

Purchases

$19.15

Cost/Purchase

1,736

Impressions

2.07%

CTR

$2.76

CPC

Meta is efficient. 26 purchases at $19.15/each on only $498 spend. This is a scaling opportunity — small budget delivering strong results.

Full Source Breakdown — 506 Total Prospects

Source	Total	HMO	Non-Insulin	Dupes	Shipped	Bad Ins	High Copay
GM - MM (Us)	242	18	54	116	0*	6	11
GM - FB	1	0	0	1	0	0	0
Helix	146	29	53	25	3	1	6
Helix 2	52	13	20	5	1	1	2
Helix 3	42	8	20	3	1	0	1
Helix 5	3	1	1	0	0	0	1
STJ Web	1	1	0	0	0	0	0
STJ Old	1	0	0	0	0	0	0
STJ PAC	4	0	1	0	0	0	0
Google	8	2	1	2	0	0	2
TXT/AI	4	0	0	0	0	0	0
REF	2	0	0	0	1	0	0
TOTAL	506	72	150	152	6	8	23

*GM-MM shipped 1 patient total (from a prior month lead) — shown in shipped section. "Shipped" column here shows only in-week pipeline shipped counts.

Pipeline Status Categories

Active Pipeline

In Chase: 27

Need MD: 7

SOS (K Code): 8

MD Referral: 3

Revenue Leads

Private HMO: 72

MSP: 2

Ready to Ship: 1

Shipped: 6

Waste / Dead

Non-Insulin: 150

Duplicates: 152

High Copay: 23

Ins. Corrections: 21

Other

Denied by PT: 8

Bad Insurance: 8

Ineligible State: 11

Failed SOS: 3

Battle Plan — How We Beat Helix

P0

Fix the Duplicate Crisis (48% → Target 15%)

116 of 242 prospects are dupes. Something is broken in our form submission or lead routing. Helix is at 13.6%. Fixing this alone would drop our cost per real prospect from $13.41 to ~$7.70 and give us 126 → 210+ real leads.
P0

Add Non-Insulin Negative Keywords

54 non-insulin leads (22.3%) are waste. Add negative keywords for non-insulin diabetes terms, Type 2 management, metformin, and oral medication keywords to Google Ads. Estimated savings: $500-700/week.
P1

Pause PMax General #2 — $468 Burned at 0 Conversions

Redirect that $67/day to Search Form (which is at $32 CPA / 56 conversions) or scale Meta (which is at $19.15/purchase). Every dollar in PMax #2 is wasted.
P1

Investigate the Lead-to-Ship Gap (5.6% vs 43.1%)

We got 18 Private HMO leads and shipped 1 (5.6%). Helix got 51 and shipped 22 (43.1%). Is it follow-up speed? Insurance verification process? Lead quality? This 8× gap is where most of the damage is.
P2

Scale Meta Ads — Best Efficiency in the Account

26 purchases at $19.15/each on only $71/day. This is severely budget-constrained. At $200-300/day, Meta could deliver 75-100+ purchases/week while maintaining sub-$25 CPA — significantly better than our Google cost structure.
P2

Match Their Spend — Once Efficiency is Fixed

They spend $810/day, we spend $464/day. But spending more now just means more dupes and non-insulin waste. Fix P0 items first, then scale daily budget to $810+ to compete on volume.

MELLEKA vs HELIX