04 · ads → quiz · the page she lands on

The symptoms are real. The cause shouldn't be a guess.

The quiz Claire meets after the ad. Five questions in her own words, then one doctor-led panel, not a catalogue, not a chart and a shrug.

Which ad brought her in, click one · tap through it, this is the demo

9:41behelfy.com

helfy · sponsoredThe symptoms are real

You know something has changed.

You just don’t know why. Two minutes, and a doctor decides what to look at.

SleepMoodMemoryCycle

Doctors decide. The app just asks well.

Live routing trace

entry_ad = whatswrong · intent = perimenopauseawaiting input…

One answer switches the selling off.

Try it · rule SAFETY-01

“Has anything actually been measured?” carries a red flag. Choose it and the funnel stops: no panel, no price, no marketing follow-up, and it never gets as far as asking about her cash plan. A free call with a doctor instead.

What we learn about Claire

Fills as she taps

PersonaClaire, 47

Entry adWhat’s wrong? · reel

Biggest change—

Told it was—

Wants to protect—

Ever measured—

Cash plan—

Pathway—

Language is generated. The pathway is not. A deterministic rule table owned by helfy clinicians maps her answers to one panel, and can suppress commerce entirely. Nobody in this category says that out loud. We lead with it.

Question two, “what have you already been told it was?”, is the one nobody else asks. It is her whole story, it decides the tone of every email after, and it costs one tap.

Top of funnel to bottom, same sentence

01Reel or poster.The hook does the work.

02Page.The same line she just read.

03Five questions.Including the one nobody asks.

04Doctors.Clinicians pick the panel, not the model.

05One panel.From £499, the price arrives last.

06One upgrade.Test + Scan, £1,399, offered once.

The money bit, kept back till the end, like the pitch

from £499

The doctor-led review. No price appears anywhere in the journey until a doctor has picked the panel.

£1,399

helfy® Test + Scan, the upsell offered on the result screen, strongest when she flagged her mum's bones.

£300-600

Sitting unspent in a typical workplace cash plan, and 40% of benefits never get used. Question five finds out who can pay before we spend a penny on remarketing.

Close the pitch with this

Everyone tells her what her numbers are. We tell her what to ask.

Panel contents and price are the campaign's stated figures used as demo placeholders. Map to the live catalogue before pitching. Not medical advice, and not a diagnosis of perimenopause.