CRM Export Analysis — Apr 28, 2026
Us (MM) vs Helix
Full cost & performance breakdown with ad spend layered in
Helix entered: March 11, 2026 | Us: $500/day | Helix: $810/day
We spend 38% less but ship 87% fewer patients
Since March 11: We've spent $24,500 and shipped 6 patients ($4,083/patient). Helix has spent $39,690 and shipped 45 patients ($882/patient). Our cost per patient is 4.6x higher. But our cost per prospect is 29% cheaper — the problem is conversion, not lead gen.
The Money Scoreboard — Since March 11 (49 Days)
Us (Melleka Marketing)
$4,083
Cost Per Patient
F
$24,500 spent → 921 prospects → 6 patients
Helix
$882
Cost Per Patient
B
$39,690 spent → 1,056 prospects → 45 patients
Cost Efficiency Breakdown — Post Mar 11
Total Spend (49 days)$24,500
Total Prospects921
Cost / Prospect$26.60
Qualified Prospects337
Cost / Qualified$72.70
Private HMO (Money Leads)183
Cost / HMO Lead$133.88
Patients Shipped6
Cost / Patient$4,083
Prospect → Patient Rate0.7%
Waste Rate63.4%
Total Spend (49 days)$39,690
Total Prospects1,056
Cost / Prospect$37.59
Qualified Prospects449
Cost / Qualified$88.40
Private HMO (Money Leads)241
Cost / HMO Lead$164.69
Patients Shipped45
Cost / Patient$882
Prospect → Patient Rate4.3%
Waste Rate57.5%
The Real Story
✓
We WIN on lead generation efficiency. Our cost per prospect is $26.60 vs their $37.59 (29% cheaper). Our cost per Private HMO lead is $133.88 vs $164.69 (19% cheaper). On a dollar-for-dollar basis, we generate more raw leads.
⚠
We LOSE catastrophically on conversion. Our prospect-to-patient rate is 0.7% vs their 4.3% — they convert at 6x our rate. This isn't an ad problem. This is a post-lead processing, follow-up, and operations problem. The leads come in, but they don't ship.
ℹ
ROI reality check (at ~$600/patient): Our $24,500 generated $3,600 in revenue (-85% ROI). Their $39,690 generated $27,000 in revenue (-32% ROI). Neither is profitable yet, but they're burning 3.3x slower.
April 2026 Deep Dive (28 Days)
Our April Spend
$14,000
$500/day × 28 days
Helix April Spend
$22,680
$810/day × 28 days
Our April Patients
1
$14,000 per patient
Helix April Patients
18
$1,260 per patient
Our Cost / Prospect
$19.55
716 prospects
Helix Cost / Prospect
$30.65
740 prospects
Our Cost / HMO
$108.53
129 HMO leads
Helix Cost / HMO
$144.46
157 HMO leads
April Waste Analysis — Why Leads Die
Non-Insulin (#1)250 (34.9%)
Ineligible State (#2)94 (13.1%)
Duplicates (#3)44 (6.1%)
Bad Insurance (#4)27 (3.8%)
Test Leads (#5)25 (3.5%)
$6,888 wasted on Non-Insulin + Ineligible State alone (250+94=344 junk leads × $19.55 CPL)
Non-Insulin (#1)264 (35.7%)
Duplicates (#2)106 (14.3%)
Denied by Patient (#3)16 (2.2%)
Ineligible State (#4)11 (1.5%)
No Contact (#5)6 (0.8%)
Only 1.5% Ineligible State — their geo targeting is significantly tighter than ours (13.1% vs 1.5%)
⚡
Ineligible State is our biggest fixable gap. We have 94 ineligible state leads in April (13.1%) vs Helix's 11 (1.5%). That's 83 extra wasted leads × $19.55 = $1,622 burned on wrong states. Tightening geo targeting is the single fastest win. Non-Insulin (250 leads, 34.9%) needs negative keyword work on the ads side.
Weekly Trend — Prospects & Patients
| Week Of |
Us Prosp |
Helix Prosp |
Winner |
Us Patients |
Helix Patients |
Us $/Prosp |
Helix $/Prosp |
| Mar 9 |
20 |
68 |
Helix |
1 |
9 |
$175.00 |
$83.38 |
| Mar 16 |
100 |
113 |
Helix |
3 |
6 |
$35.00 |
$50.18 |
| Mar 23 |
65 |
102 |
Helix |
1 |
12 |
$53.85 |
$55.59 |
| Mar 30 |
75 |
122 |
Helix |
1 |
3 |
$46.67 |
$46.48 |
| Apr 6 |
169 |
157 |
Us ✓ |
0 |
7 |
$20.71 |
$36.11 |
| Apr 13 |
230 |
212 |
Us ✓ |
0 |
4 |
$15.22 |
$26.75 |
| Apr 20 |
230 |
213 |
Us ✓ |
0 |
4 |
$15.22 |
$26.62 |
| Apr 27 |
32 |
69 |
Helix |
0 |
0 |
$109.38 |
$82.17 |
ℹ
April trend is encouraging for volume. We won prospect count 3 straight weeks (Apr 6, 13, 20) while spending 38% less. Our cost per prospect dropped to $15.22 vs Helix's $26.75. But we shipped zero patients in all 3 of those winning weeks. Volume without conversion is just burning money faster.
Conversion Funnel — Where the Leak Is
| Stage |
Us (Count) |
Us (%) |
Helix (Count) |
Helix (%) |
Gap |
| Total Prospects |
921 |
100% |
1,056 |
100% |
-135 |
| After Waste Removal |
337 |
36.6% |
449 |
42.5% |
-112 |
| Private HMO (Top Quality) |
183 |
19.9% |
241 |
22.8% |
-58 |
| In Chase (Active Pipeline) |
25 |
2.7% |
48 |
4.5% |
-23 |
| Patients Shipped |
6 |
0.7% |
45 |
4.3% |
-39 |
| Cost Per Patient |
$4,083 |
|
$882 |
|
4.6x worse |
⚠
The funnel collapses between Private HMO and In Chase. We have 183 HMO leads but only 25 In Chase (13.7% progression). Helix has 241 HMO leads with 48 In Chase (19.9% progression). Then from In Chase to Patient: Us 6/25 = 24%, Helix 45/48 = 94%. Helix converts In Chase leads at 4x our rate. Their back-office processing is dramatically faster and more effective.
What It Would Take to Match Helix
If We Matched Their Conv Rate (4.3%)
40
patients from our 921 prospects
Cost/patient: $613
Revenue at 4.3% Rate
$24,000
40 patients × $600 value
ROI: -2% (near breakeven)
If We Also Fixed Waste (50% instead of 63%)
$490
cost per patient (better than Helix's $882)
We'd WIN on ROI
✓
The math is clear: Our ad engine is already more efficient per dollar than Helix. If the back-office conversion rate matches theirs (4.3%), we'd ship ~40 patients on $24,500 at $613/patient — beating Helix's $882. The lead gen machine works. The pipeline processing doesn't.
March vs April Performance
| Metric |
March (21 days) |
April (28 days) |
Trend |
| Our Spend |
$10,500 |
$14,000 |
+33% |
| Our Prospects |
205 |
716 |
+249% ▲ |
| Our Cost / Prospect |
$51.22 |
$19.55 |
-62% ▲ |
| Our Patients |
5 |
1 |
-80% ▼ |
| Our Cost / Patient |
$2,100 |
$14,000 |
+567% ▼ |
| Our Non-Insulin Rate |
2.0% |
34.9% |
+1,650% ▼ |
| Helix Spend |
$17,010 |
$22,680 |
+33% |
| Helix Prospects |
316 |
740 |
+134% |
| Helix Patients |
27 |
18 |
-33% |
| Helix Cost / Patient |
$630 |
$1,260 |
+100% |
⚡
Our lead gen improved massively in April (CPL dropped 62% from $51 to $19.55, volume up 249%). But Non-Insulin went from 2% to 35% — something broke in early April with our keyword targeting. And patient shipping cratered from 5 to 1 despite 3.5x more leads.
Strategic Recommendations
1
FIX: Non-Insulin Targeting (saves ~$4,888/mo)
250 Non-Insulin leads in April = 34.9% waste rate. At $19.55/lead, that's $4,888 burned. Add stronger non-insulin negative keywords. This went from 2% in March to 35% in April — find what changed.
2
FIX: Ineligible State Geo Targeting (saves ~$1,837/mo)
94 Ineligible State leads in April (13.1%) vs Helix's 11 (1.5%). That's 83 extra bad leads × $19.55 = $1,622 wasted. Tighten state targeting to match Helix's precision. Immediate, high-impact fix.
3
INVESTIGATE: Pipeline Processing Speed
Helix converts In Chase to Patient at 94% vs our 24%. Their back-office operations are dramatically faster. This is the single biggest driver of their cost-per-patient advantage. Need to audit the follow-up process, call cadence, and SOS verification workflow.
4
MONITOR: Duplicate Rate
Our duplicates are 6.1% (44 leads), Helix is 14.3% (106 leads). We're actually better here. But 44 dupes still cost $860 — worth investigating the source for easy cleanup.
5
SCALE WHEN FIXED: Our engine is more cost-efficient
At $500/day we generate leads 36% cheaper than Helix ($19.55 vs $30.65). If we fix the two waste issues and match their conversion rate, we'd be producing patients at $490-$600 each vs their $882. The ad engine doesn't need more money — it needs cleaner targeting and faster back-office processing.