“GET PrEP. GIVE BACK.”
Updated July 10 with the new approved line: when an insured person signs up for Healthvana’s free* telehealth for PrEP, that helps someone without insurance get access to free* PrEP care too. Companion line: One for One to help your community. Two headline treatments below.
Real patients, in their own words.
The two approved patient testimonials as clean quote cards — now also as swipeable carousels (the quote broken across cards, closing on a branded card) and shortened versions that keep only the line that stands out. Originals remain below. (Creator-filmed versions come next once partners are signed.)
NEW · Carousel versions
Quote 1 breaks across 4 cards; Quote 2 across 3. Every card carries the full disclaimer; the closer card carries the new One-for-One line.
NEW · Shortened versions
Only the standout line from each quote, set big.
Original full-quote cards
Where this creative goes, how we test it, and how we scale it.
Grounded in your actual account data: spend has averaged ~$5.1K/day over the past week at a blended ~$568 per new patient sign-up (Cyan) — with best days landing between $208–$440. The plan below is built to beat that baseline first, then earn the right to scale.
Each angle has a job in the funnel.
| Angle | Funnel job | Primary placements | Formats that lead |
|---|---|---|---|
| 01 · GET PrEP. GIVE BACK. | Core conversion — the hero message everywhere | FB/IG Feed + Stories, cold + warm | Feed 4:5 static + motion graphic |
| 02 · Patient voices | Remarketing + trust — closes the people who hesitated | Warm audiences: engagers, site visitors, video viewers | Quote statics + motion; creator UGC next |
Protect what works. Test what's new.
Half the budget goes behind the new creative to find winners fast, while the proven Cyan-optimized engine keeps running underneath. Winners graduate into core; losers get cut without ever touching core delivery.
| Lane | Daily budget | Share | What runs here |
|---|---|---|---|
| Core conversion | $2,000 | 40% | Current best performers + graduated winners. Cyan-optimized. |
| Creative testing lane | $2,500 | 50% | The give-back treatments + testimonial formats in equal cells. Optimized to Lead (higher signal volume) so cells exit learning; judged on downstream Cyan. |
| Remarketing | $500 | 10% | Testimonials + give-back to engagers, video viewers, and site visitors. Cheapest patients in the account. |
Every ad gets the same fair test.
| Rule | How it works |
|---|---|
| Equal cells | Each angle gets its own ad set with a fixed budget — no algorithm favoritism while we're judging creative. |
| Decision window | ~$2,000 spent per cell or 7 days, whichever comes first. No panic-pausing on day 2. |
| Graduate | CTR ≥ 1.2%, cost per Lead at/below the account benchmark, and downstream sign-ups trending ≤ $475 → the ad moves into the core lane. |
| Iterate | Strong CTR but weak conversion → the message works, the close doesn't. New variant within a week (headline, first 2 seconds, or CTA). |
| Kill | Below benchmarks on both → cut, documented, budget flows to the winners. No zombie ads. |
| Monthly refresh | A new variant set ships every month (3–5 hooks × 3 formats) — matching the testing velocity of Mistr. |
One north star, four health checks.
The goal: $200 or cheaper per sign-up (Cyan). Today's blend is ~$568 — but the account's best days ($208–$440) prove the path. Checkpoints: ≤$450 by day 90, ≤$300 by month six, then the $200 mark as winning creative, UGC, search intent, and clean tracking compound.
Same $5K buys ~9 patients/day at today's CPA, 11/day at the first checkpoint — and 25/day at the $200 north star. Every efficiency gain is more patients, not more spend. 1-for-1 doubles the impact.
Leading indicators that creative is stopping thumbs before spend accumulates. Checked weekly per ad.
Frequency above 2.5 or CTR decaying 20%+ over 5 days triggers a creative rotation — before performance pays for it.
$5K → $7.5K → $10K.
Each stage has an entry gate. If the gate isn't met, we fix creative and efficiency first — scaling an inefficient account just buys more inefficiency.
- Launch both angles (give-back A/B + testimonial formats) through the testing lane
- Graduate winners into core; kill losers fast
- Stand up remarketing with testimonials
- Review Cyan event match quality and attribution windows with Sam as test volume ramps
- Raise core budgets ~20% every 3–4 days (never shock the learning phase)
- Add Google Search (~$750/day of the increase): "free PrEP + [city/state]" — high-intent searches competitors already capture; our give-back angle is one they can't match
- Test a dating-app placement (~$250/day) — native to the audience, used by every competitor
- First creator UGC wave replaces AI-imagery ads in cold
- Spanish-language creative (bilingual creators already on the bench)
- doxyPEP + next-gen PrEP education angles open new demand
- Channel diversification (Search + creators) protects CPA as Meta spend deepens — ~22 patients/day at checkpoint CPA — up to ~50/day as we close in on the $200 north star
Influencer Outreach List
Vetted LGBTQ+ creators, weighted toward the highest-priority PrEP audiences (Black and Latino MSM), HIV+ advocates, clinicians, and trans/nonbinary voices. ⭐ = has already made PrEP/HIV content on camera — the fastest yes. Typical rates: micro $250–$1,500 per video, mid-tier $1,500–$6,000+, plus paid-usage rights. Outreach is teed up; contact routes on file.
| Creator | Handle | Tier | Why them |
|---|---|---|---|
| Yves Mathieu East ⭐ | @the_yvesdropper | Mid · ~315K | Lead face of NY State's "Unfiltered" PrEP campaign — proven PrEP storyteller, Black/Brown queer NYC audience |
| Dr. Carlton Thomas ⭐ | @doctorcarlton | Mid · ~270K TikTok | Gay physician already making PrEP/PEP/HIV short-form — instant clinical credibility. Personal friend of The Gaygency — warm intro, fast yes. |
| Aaron Tichenor (BoyaBADDIE) ⭐ | @boyabaddie · @aarontichenor | Macro · 2.7M TikTok / 400K IG | High-engagement queer creator with a distinctive, playful voice. Personal friend of The Gaygency — warm intro, fast yes. |
| Johnny Sibilly ⭐ | @johnnysibilly | Mid · ~269K | Cuban/Dominican actor (Pose, Hacks); narrated an award-winning HIV campaign |
| Ongina ⭐ | @ongina | Mid · ~418K | Beloved HIV+ Drag Race voice, public about status since 2009 — deep community trust |
| Ericka Hart | @ihartericka | Mid · ~458K | Credentialed sexuality educator — carries the "PrEP is for everyone" angle |
| Obio Jones | @obioojones | Mid · ~200K TikTok | Black gay life coach; warm talking-head style built for UGC ads |
| Mondo Guerra ⭐ | @mondoguerra | Micro · ~106K | Latino + HIV+, veteran national HIV-campaign spokesperson — safest first signing |
| Brian Thomas ⭐ | @thatsluttynurse | Micro · ~109K TikTok | HIV+ nurse and sexual-health educator — medicine with lived experience |
| Dustin Ross | @lookatdustin | Micro · ~77K | Black gay comedian/host; already fronted GLAAD's HIV/mpox push |
| Vico Ortiz | @puertoricaninja | Micro · ~131K | Bilingual nonbinary actor — unlocks Spanish-language UGC |
| Gabe González | @gabezalezz | Micro · ~135K TikTok | Queer Puerto Rican comedian, experienced with sex-positive brand work |
| Sy Bernabei | @thegenderrebel | Micro · ~133K TikTok | Nonbinary advocate with a real HIV/AIDS-services career |