We delivered 242 prospects (nearly identical to Helix's 243) but shipped only 1 patient vs Helix's 22. Our HMO-to-shipped conversion is 5.6% vs Helix's 43.1%. The bottleneck isn't volume — it's lead quality and the 48% duplicate rate destroying our usable pipeline.
| Source | Prospects | Private HMO | Shipped | Non-Insulin | Dupes | In Chase | SOS/K Code |
|---|---|---|---|---|---|---|---|
| GM - MM | 242 | 18 | 0 | 54 | 116 | 5 | 2 |
| GM - FB | 1 | 0 | 0 | 0 | 1 | 0 | 0 |
| Helix | 146 | 29 | 3 | 53 | 25 | 12 | 3 |
| Helix 2 | 52 | 13 | 1 | 20 | 5 | 6 | 2 |
| Helix 3 | 42 | 8 | 1 | 20 | 3 | 3 | 0 |
| Helix 5 | 3 | 1 | 0 | 1 | 0 | 0 | 0 |
| STJ Web | 1 | 1 | 0 | 0 | 0 | 0 | 0 |
| STJ Old | 1 | 0 | 0 | 0 | 0 | 0 | 1 |
| STJ PAC | 4 | 0 | 0 | 1 | 0 | 0 | 0 |
| 8 | 2 | 0 | 1 | 2 | 1 | 0 | |
| TXT/AI | 4 | 0 | 0 | 0 | 0 | 0 | 0 |
| REF | 2 | 0 | 1 | 0 | 0 | 0 | 0 |
| TOTAL | 506 | 72 | 6 | 150 | 152 | 27 | 8 |
Note: "Shipped" column shows prospects shipped from within this week's pipeline data (6 total). The 28 shipped patients in the hero include patients from prior weeks' prospects that shipped during May 11-15.
| Source | Prior | Mar | Apr | May | This Wk | Total |
|---|---|---|---|---|---|---|
| GA - MM | 1 | 0 | 0 | 0 | 0 | 1 |
| Helix | 1 | 6 | 0 | 7 | 3 | 17 |
| Helix 2 | 0 | 0 | 0 | 1 | 1 | 2 |
| Helix 3 | 0 | 0 | 0 | 1 | 1 | 2 |
| STJ Web | 0 | 0 | 1 | 0 | 0 | 1 |
| 0 | 0 | 1 | 1 | 0 | 2 | |
| REF | 0 | 0 | 1 | 1 | 1 | 3 |
| TOTAL | 2 | 6 | 3 | 11 | 6 | 28 |
| Source | 1x/wk | 2x/wk | 3+/wk | Total |
|---|---|---|---|---|
| GA - MM | 0 | 0 | 1 | 1 |
| Helix | 5 | 2 | 10 | 17 |
| Helix 2 | 1 | 1 | 0 | 2 |
| Helix 3 | 0 | 2 | 0 | 2 |
| STJ Web | 1 | 0 | 0 | 1 |
| 1 | 1 | 0 | 2 | |
| REF | 2 | 0 | 1 | 3 |
| TOTAL | 10 | 6 | 12 | 28 |
| Insurance | Count |
|---|---|
| Medicare | 21 75% |
| Aetna | 2 |
| Humana | 2 |
| BCBS of LA | 1 |
| Devoted | 1 |
| Zing | 1 |
| Total | 28 |
| Category | Count |
|---|---|
| Duplicate/Test | 152 |
| Non-Insulin | 150 |
| High Copay/Ded | 23 |
| Insurance ID Correction | 21 |
| Ineligible State | 11 |
| Bad Insurance | 8 |
| Denied by PT | 8 |
116 of our 242 prospects (47.9%) are duplicates — nearly half our pipeline is wasted before quality assessment even begins. Helix's dupe rate is 13.6% across all 4 accounts. This is the single biggest lever to improve our shipped count. Fixing the dedup issue alone could recover ~100+ usable prospects per week.
The L2S-managed primary account has $0 spend both this week and last week. All campaigns remain paused. V2 is the only account actively spending.
| Campaign | Spend | Clicks | Impr | Conv | CPA | Grade |
|---|---|---|---|---|---|---|
| Search | Website Form Submission | $1,804 | 488 | 11,870 | 56 | $32.22 | A |
| PMax | General #2 | $468 | 172 | 6,420 | 0 | ∞ | F |
| PMax | General | NEW SITE | $387 | 239 | 4,590 | 14 | $27.61 | A |
| PMax | General | $88 | 32 | 609 | 0 | ∞ | F |
| TOTAL | $2,748 | 931 | 23,489 | 70 | $39.25 |
Search | Website Form Submission delivered 56 of 70 conversions (80%) at $32.22 CPA — down 73% from last week's $143 CPA. PMax NEW SITE added 14 more at an even better $27.61 CPA. These two campaigns are working. PMax General #2 burned $468 with zero conversions and should be paused or restructured.
$19.88 per purchase on a small $99 budget is excellent efficiency. Consider scaling Meta budget to test if this CPA holds at higher volume. Even doubling to $200/week would be a low-risk test.
| Status | Count |
|---|---|
| Private HMO | 72 |
| In Chase | 27 |
| SOS (K Code) | 8 |
| Need MD | 7 |
| Patients Shipped | 6 |
| Failed SOS | 3 |
| MD Referral | 3 |
| MSP | 2 |
| In Chase - Need MD | 1 |
| Alicia's Pending | 1 |
| Ready to Ship - Future | 1 |
| Status | Count |
|---|---|
| Duplicate/Test | 152 |
| Non-Insulin | 150 |
| High Copay/Ded | 23 |
| Insurance ID Correction | 21 |
| Ineligible State | 11 |
| Bad Insurance | 8 |
| Denied by PT | 8 |
| No Contact | 1 |
| New Pros/No Contact | 1 |
116 of 242 GM-MM prospects are duplicates. Helix's rate is 13.6%. This is destroying our usable pipeline before we can even assess quality. Need to audit form submission dedup logic, CRM matching rules, and determine if these are true dupes or a tracking issue.
150 non-insulin leads this week (54 from us). These are people who don't qualify for CGMs. Need to add non-insulin-related negative keywords to both Google Ads accounts to stop attracting unqualified prospects.
Our HMO-to-shipped rate is 5.6% (1/18) vs Helix's 43.1% (22/51). Same industry, same product — why are Helix's leads 8x more likely to ship? Need to compare lead quality signals: insurance type, geo, injection frequency, referral source quality.
$468 spent with zero conversions this week. Search Form ($32 CPA) and PMax NEW SITE ($28 CPA) are carrying the account. Redirect PMax #2's budget to the performers or pause entirely.
5 purchases at $19.88 CPA on only $99 spend is excellent. Test doubling to $200/week to see if efficiency holds. Meta could become a meaningful secondary channel at scale.