CRM Intelligence Report

Us vs Helix

Complete pipeline analysis from STJ Medical CRM exports — Prospects & Patients

Data: Sep 1, 2025 — Apr 28, 2026  |  5,405 Prospects  |  225 Patients  |  Helix Entry: Mar 11, 2026
01 Executive Summary
Us — All-Time Prospects
3,596
66.5% of total
Helix — All-Time Prospects
1,809
33.5% of total
Us — All-Time Patients
156
4.34% conv rate
Helix — All-Time Patients
69
3.81% conv rate
The March 11 Inflection Point
Helix entered (current round) on March 11, 2026. Since then:
  • Market share flipped — We went from 100% pre-March to 46.6% vs Helix 53.4%
  • Patient conversion collapsed — Post Mar 11: Us 20 patients vs Helix 50 patients (2.5x more)
  • Pipeline speed gap — Helix median 12 days to patient vs our 34 days (nearly 3x faster)
  • This week alone — Us 2 patients vs Helix 17 patients (8.5x)
Historical Note
Helix had an earlier run Nov-Dec 2025 (751 prospects, 10 patients) before going dark Jan-Feb 2026. The March 11 date marks their current sustained campaign. All "post-Helix" analysis below uses Mar 11, 2026 as the cutoff.
02 Post-Helix Battle (Mar 11 — Apr 28)
Us Prospects
921
46.6% share
Helix Prospects
1,056
53.4% share
Us Patients
20
2.2% conv rate
Helix Patients
50
4.7% conv rate — 2.5x ours
Us Private HMO
183
19.9% of our prospects
Helix Private HMO
241
22.8% of their prospects

Prospect Market Share — Post Mar 11

Us 46.6%
Helix 53.4%

Patient Market Share — Post Mar 11

Us 28.6%
Helix 71.4%
03 Weekly Trend (Mar 11 — Apr 28)
WeekUs ProspHelix ProspUs ShareUs PatientsHelix PatientsUs HMOHelix HMO
Mar 11–17509934%21830
Mar 18–248411642%132330
Mar 25–317110141%882324
Apr 1–79813742%491726
Apr 8–1418915954%283731
Apr 15–2125422253%145250
Apr 22–2817522244%2172350
The Volume vs Conversion Paradox
Weeks of Apr 8-14 and Apr 15-21 we won prospect volume (54% and 53% share). But Helix still shipped 8 and 4 patients vs our 2 and 1. This week (Apr 22-28) we dropped back to 44% share AND Helix shipped 17 patients to our 2. Volume alone is not the problem — conversion speed is.
04 April 2026 — Full Month Analysis
Us Prospects
716
49.2% share
Helix Prospects
740
50.8% share
Us Patients (Apr)
9
1.3% conv rate
Helix Patients (Apr)
38
5.1% conv rate — 4.2x ours

April Prospect Share — Nearly Equal

Us 49.2%
Helix 50.8%

April Patient Share — Helix Dominates 4:1

Us 19.1%
Helix 80.9%
05 Lead Quality — Stage Breakdown (April)

US (MM) — 716 Prospects

StageCount%
Bad (Non-Insulin)25034.9%
Private (HMO)12918.0%
Bad (Ineligible State)9413.1%
Duplicate Prospect446.1%
High CoPay/High DED354.9%
BAD INSURANCE273.8%
Insurance ID Correction273.8%
TEST253.5%
In Chase243.4%
Other stages618.5%
TOTAL WASTE38854.2%

HELIX — 740 Prospects

StageCount%
Bad (Non-Insulin)26435.7%
Private (HMO)15721.2%
Duplicate Prospect10614.3%
High CoPay/High DED506.8%
In Chase476.4%
SOS (K CODE)212.8%
Bad (Denied by Patient)162.2%
NEED MD121.6%
Bad (Ineligible State)111.5%
Other stages567.5%
TOTAL WASTE38151.5%
The Non-Insulin Explosion
Our Non-Insulin rate was 2% in March and skyrocketed to 34.9% in April. That is a 17x increase. Something changed in our Google Ads targeting or keywords in early April. This is 250 wasted leads in one month. Helix has the same problem (35.7%) but their Ineligible State rate is only 1.5% vs our 13.1% — meaning our geo targeting is 8.7x looser than theirs.

Non-Insulin Rate Trend (Us Only)

MonthTotal ProspectsNon-InsulinRate
Sep 202512216.7%
Oct 20252554216.5%
Nov 2025640314.8%
Dec 2025515265.0%
Jan 2026864485.6%
Feb 2026339154.4%
Mar 202625552.0%
Apr 202671625034.9%
Ineligible State: Our Unique Problem
Us: 94 Ineligible State (13.1%) vs Helix: 11 (1.5%). Helix is running tighter geo targeting. We're bleeding 94 leads/month to states where patients can't be served. Quick fix: audit and tighten state-level targeting in Google Ads.
06 This Week (Apr 21–28)
Us Prospects
207
Helix Prospects
255
Us Patients
2
Helix Patients
17
8.5x more than us
Us Private HMO
29
Helix Private HMO
56
1.9x more
This Week's Worst Numbers Yet
  • Non-Insulin: 80 of our 207 prospects (38.6%) — worst week ever
  • Ineligible State: 30 (14.5%) — still leaking
  • Combined waste rate: Us 53.1% (110/207) — over half our leads are trash
  • Helix Non-Insulin: 69/255 (27.1%) — bad but 11pts better than us
  • Helix Ineligible State: 0 (0.0%) — ZERO. They fixed it completely.
07 Pipeline Speed — Days from Prospect to Patient
Us Median (Post Mar 11)
34 days
Helix Median (Post Mar 11)
12 days
2.8x faster than us
Us Average
44 days
Helix Average
25 days
Pipeline Speed = The Biggest Gap
Helix converts qualified leads to patients in a median of 12 days. We take 34 days. This 22-day gap means Helix ships patients while our prospects are still sitting in queue. This is an operations problem, not a marketing problem — the leads are getting in, but the follow-up/verification/shipping process is 3x slower.
08 Active Pipeline (Current Queue)

US (MM) — 281 Active

StageCount
Insurance ID Correction206
In Chase29
SOS (K CODE)18
Alicia's Pending7
NEED MD7
SOS Verification (WC)6
Final Verification4
Pre-Authorization + Other4

HELIX — 174 Active

StageCount
Insurance ID Correction54
In Chase49
SOS (K CODE)38
NEED MD12
New Prospect5
SOS Verification (WC)5
Alicia's Pending4
Final Verification + Other7
The Insurance ID Correction Bottleneck
We have 206 prospects stuck in "Insurance ID Correction" — that's 73% of our entire active pipeline. Helix only has 54 (31% of theirs). Their pipeline is more evenly distributed with 49 In Chase and 38 in SOS (K CODE) — meaning their prospects are moving through stages faster. Our 206 in Insurance ID Correction looks like a processing bottleneck.
09 Channel Breakdown (Us, Post Mar 11)
ChannelProspects% of Total
Google Ads (GA - MM)86794.1%
STJ Website262.8%
Facebook (FB - MM)182.0%
Bing70.8%
Other30.3%
94% Google Ads Dependency
Nearly all our prospects come from a single channel. Helix sources are unknown (CRM just says "Helix" / "Helix 2" / "Helix 3") but their 3 sub-sources suggest they may be running diversified campaigns or A/B testing different funnels.
10 Payer Mix — Post-Helix Patients

US — 20 Patients

PayerCount%
Medicare1155%
Humana525%
Aetna315%
United Healthcare15%

HELIX — 50 Patients

PayerCount%
Medicare3366%
Humana714%
United Healthcare48%
Aetna12%
Other (5 payers)510%
11 Full Monthly Overview (Sep 2025 — Apr 2026)
MonthUs ProspHelix ProspUs PatientsHelix PatientsUs HMOHelix HMOUs Non-Ins %
Sep 2025120101016.7%
Oct 202525503054016.5%
Nov 2025640357132145624.8%
Dec 202551539436894785.0%
Jan 2026864053915605.6%
Feb 202633902306304.4%
Mar 2026255318181263842.0%
Apr 202671674093812915734.9%
12 Strategic Recommendations
P0 — URGENT: Non-Insulin Rate (Fix This Week)
Our Non-Insulin rate exploded from 2% to 35% between March and April. This is 250 wasted leads in April alone. Actions:
  • Audit ALL Google Ads search terms from April — identify which keywords are attracting non-insulin Type 2 diabetics
  • Add comprehensive non-insulin negative keyword list (type 2, metformin, non-insulin, oral medication, etc.)
  • Review any keyword or campaign changes made in early April that may have broadened targeting
  • The negative keyword list from the previous sprint may have been insufficient or overridden
P0 — URGENT: Ineligible State Rate (Fix This Week)
Us: 13.1% (94 leads) vs Helix: 1.5% (11 leads). This week Helix hit 0% ineligible state — ZERO. Actions:
  • Pull the full list of states our ads are showing in — identify which states are ineligible
  • Create an explicit geo-exclusion list for all ineligible states
  • This is the easiest fix with the biggest impact — 94 leads/month saved
P1 — Pipeline Speed (Operations Fix)
Helix median 12 days to patient vs our 34 days. And 206 of our prospects are stuck in "Insurance ID Correction" (73% of active pipeline). Actions:
  • Investigate the Insurance ID Correction bottleneck — why do 206 prospects need corrections?
  • Are we collecting insurance info incorrectly on the form? Bad OCR? Manual entry errors?
  • Consider adding insurance ID validation at the form level to catch errors upfront
  • Prioritize clearing the 29 In Chase prospects — these are closest to conversion
What's Working
  • Volume capability: We can generate 700+ prospects/month — the machine is there
  • Conversion rate (all-time): 4.34% vs Helix 3.81% — historically we convert better
  • Channel diversity: Google + Facebook + Bing + Website + App vs Helix's single source
  • April weeks 2-3: We won prospect share 54% and 53% — proving we can outproduce Helix when campaigns are tuned

STJ Medical — Us vs Helix Intelligence Report

Generated by Melleka AI Strategist  |  Data: Zoho CRM Export Apr 28, 2026