30-Day Test Proposal
The Assist × BetterHelp
A 30-day test built to drive completed BetterHelp signups from women who already have coverage and don't yet know therapy is in-network.
- $10,000
- 30 days
- Anchored on your $2.00 CPC
- Prepared for Justin Yoo
Who we are
A media network built for the exact reader your leadership asked you to go find.
300K+
Subscribers
Women professionals
55%+
Open Rate
Industry avg: 20–25%
60.5%
Managers & Directors
Decision-making power
46–55
Peak Age Cohort
36% are 25–44
45%
Households $125K+
Employer-sponsored coverage
41.5%
Have Bought From A TA Sponsor
Multi-buyer NPS: +54
85% female, peak cohort 46 to 55, 60.5% managers and directors, mostly on employer plans. Ask them to rank what matters and work-life balance comes out ahead of getting promoted. And 61% live in two-or-more-generation homes, plenty of them handling kids and aging parents in the same week. That's a load-bearing life, and it's the most honest reason this audience needs what you sell.
OG Tuesday
The original 5-min brief.
Wellness Wednesday
Hump-day reset. Where this program lives.
Thirsty Thursday
Mid-week momentum.
The Weekender
Slower, deeper reads.
Wellness Wednesday exists for this. One of our four weekly editions is entirely health and wellness, and our team covers therapy on its own initiative. Midi paused with us to cut CAC, tested elsewhere for two months, then came back and told us we were one of their top channels.
Our approach
Three moves, one goal: completed BetterHelp signups.
Most tests guess the angle, spend the budget, then learn what they should have said. We're running it backwards.
01
The poll goes first
Week one, before any paid creative is written, we ask our readers what's actually kept them from starting therapy. The answer decides the angle. Included at no cost, and the result is yours either way.
02
Placements launch on the winning angle
Native editorial placements across our four editions, anchored on your $2.00 CPC with a hard cap. No banners, no flat placement fees. You're billed only on clicks that reach a BetterHelp URL.
03
The guide page is built in tandem
A hosted long-form page on theassist.com, built like the Grüns guide you liked. Live mid-flight, then driving alongside the placements. We send traffic for the 30 days. It stays published for 12 months.
Signal first
Week one tells us what to say. Then we spend the money saying it.
Your onboarding is a three-to-five minute questionnaire. That's a real ask, so the creative has to hit the objection that's actually stopping people.
What's actually kept you from starting therapy?
- Assumed it wasn't covered by my insurance
- Finding someone good felt like a project
- No free hour that isn't already spoken for
- Nothing, I'm in it or I have been
What each answer changes
| If this wins | Placements lead with | The guide leads with |
|---|---|---|
| Assumed it wasn't covered | A session on a plan vs. the quote she remembers | Cost comparison, moved to the top |
| Finding someone felt like a project | Matched in days, switching is free | Matching, credentials, how switching works |
| No free hour | Messaging, evenings, phone or video | Therapy that doesn't need a 3pm Tuesday |
| Nothing, I'm in it | Stop paying cash for it | Switching an out-of-pocket habit onto insurance |
Swipe to see the full table
Watch that last row. If a real share are already in therapy and paying cash, the message that works is switching them off out-of-pocket, and that's a different ad set entirely. It's also a finding you'd otherwise burn the whole test to reach.
A second poll, mid-flight, also included. We ask "do you know if your insurance covers therapy?" and the answers isolate readers who have coverage and have never used it. That's your secondary metric, sized, before conversion volume means anything.
What's included
$10,000, split between an asset you keep and clicks you only pay for when they land.
The Deep Dive Guide
$5,000
Flat fee. Traffic for 30 days, published for 12 months.
- A hosted long-form page on theassist.com. 1,800 to 2,500 words, researched and footnoted, built like the Grüns guide. Team bylines, a verdict box for skimmers, the editorial spine on caregiver load and burnout, a disclosed composite reader story, the honest evidence on online therapy including its limits, and a full FAQ.
- A cost comparison table. Private pay, in-network local, employer EAP, BetterHelp on insurance, compared on cost, wait time and switching.
- A 60-second quiz. Results mapped to your funnel. Question four captures insurance type.
- A first-person POV segment. A team member goes through onboarding on insurance and documents 30 days. Photos and a short vertical phone video, unproduced on purpose.
- A do-follow backlink from theassist.com/blog.
- Two rounds of revisions and full compliance review before publish.
Newsletter Placements
$5,000
$1,000 creative production, $4,000 CPC media.
- Native editorial placements across all four editions, written to the angle the poll identifies. Our readers rate a 300-to-500-word written overview as their most trusted sponsor format, at 37.6%. That's what these are.
- Creative production, $1,000 flat. Original copy for every unit, plus an insurance-led vs. burnout-led subject line test.
- CPC media, $4,000 hard cap at $2.00. 2,000 billable clicks. We don't bill traffic to our own guide page. Qualifying is our cost.
- $4,000 is the most you can spend. If the audience doesn't click, the invoice shrinks. We hold surplus inventory so delivery isn't a question, and we don't invoice over-delivery.
- Both polls, weekly reporting, a Day-15 call and the wrap report. All included.
Offers and tracking
Your two offers, mapped to the two paths they belong to.
You proposed 50% off toward a $150 CPA for placements, and 20% off toward a $250 CPA for evergreen content. Built exactly that, with two Impact links so the reads never cross.
| Path | Offer | CPA target | Where it runs | Tracking |
|---|---|---|---|---|
| Direct. Placement straight to your funnel | 50% off first month | $150 | Secondary positions and Staff Picks, from week one | Impact link A |
| Bridge. Placement to the guide, then guide to your funnel | 20% off first month | $250 | Primary positions from mid-flight, plus all evergreen traffic | Impact link B |
Swipe to see the full table
One honest note. Offer and path are paired, so a difference in result is a difference in both. If you want a clean read on the offer alone, we'll swap the guide to the 50% code at the Day-15 checkpoint.
Billing, the way you asked for it
- CPC invoiced by The Assist, separate from Impact payouts.
- Guide fee 50% on signature, 50% on the page going live. Creative billed on signature.
- CPC reconciled against Impact's click report, net 30, capped at $4,000.
- No make-goods needed. Under-delivery just means a smaller invoice.
Why this works
Right audience. Honest math. Low lift on your side.
Audience Match
What they remember is a $200-a-session quote and a therapist who didn't take insurance. You went national on coverage this summer and this audience hasn't caught up, which is exactly what the creative gets to correct. And 35.6% of our readers say the single biggest barrier to buying from a sponsor is that they can't expense it. Therapy on insurance is the rare offer where that objection never comes up, because their plan pays and nothing has to go past a manager.
Honest Math
At $2.00 CPC, $4,000 buys 2,000 clicks. On media alone your $150 CPA needs 27 signups, a 1.33% click-to-signup rate. Your $250 CPA needs 16, or 0.80%. Loaded fairly, with the guide amortized across the 12 months it stays published, month one runs about $5,400: 36 signups at $150, 22 at $250. We won't promise you a conversion rate we can't see. Those are the thresholds, and you know your funnel.
Low Lift for Your Team
We handle research, creative, the guide build, placement and reporting. We need two Impact links, the offer codes, brand guardrails, one comped account for the POV segment, and a named compliance reviewer.
The flight
Poll in week one. Placements from week one. Guide live mid-flight, then both run to the end.
Aug 21
Signed. Impact links, offer codes and brand assets exchanged.
Aug 25
Placements go live on the Direct path with the 50% code. Guide production begins.
Aug 26
Poll 1 runs in Wellness Wednesday.
Sep 1
Poll readout. Creative locks on the winning angle.
Sep 2–8
Placements rewritten to the winning angle. Guide draft to you for compliance review.
Sep 9
The guide goes live. Primary positions begin driving to it.
Sep 10
Day-15 checkpoint call. One optimization decision. Either we reallocate remaining clicks to the winning path, or we swap the guide's offer code.
Sep 9–23
Both paths running.
Sep 17
Poll 2 runs. Coverage awareness, for your secondary metric.
Sep 23
Paid traffic ends. Guide stays published.
Sep 30
Wrap report and readout call.
Weekly reporting.
Clicks by position, edition and path. Every Monday.
Day-15 checkpoint.
A call plus one optimization decision. Either we reallocate remaining clicks to the winning path, or we swap the guide's offer code.
Wrap report.
Position-level performance, quiz and insurance data, both polls, the subject-line result, and what we'd change.
Next steps
Three steps to an August 25 launch.
01
Send two Impact links and the two offer codes.
That's everything we need to start. Guide outline and placement drafts back to you within five business days.
02
Sign by Aug 21 to hold the Aug 25 start.
Placements and the poll both go live in week one while the guide is in production, so clicks are on the board before the big asset lands.
03
We handle the rest. You review and approve.
Research, creative, the guide build, placement, tracking and reporting all come from our side. The guide goes to your compliance team before anything publishes.