LOOP Workflow

End-to-end journey from strategy to measurement

Right Strategy
Right Planning
Right Execution
Right Measurement
Click on any node to view step details
Right Strategy
Identify Barriers
Map Barriers to HCP
Map Barriers to Key Messages
Right Planning
Content Mapping
Touchpoint Frequency
Journey Orchestration
Right Execution
IFT
Right Measurement
Effectiveness
Closed Loop
Identify Barriers
This view shows key barriers HCPs face based on insights, segmentation, and closed loop feedback. The outcome is a single, prioritized set of barriers that guides planning, execution, and measurement across LOOP.
Need State
Status
Search
13 barriers
Need State Barrier Description Status
Awareness
Disease Severity
 HCPs do not believe that psoriasis is a progressive and erosive disease. They underestimate comorbidities that can result from uncontrolled inflammatory burden of disease. Reviewed
Awareness
Unclear Guidelines
 Lack of clear metrics and definitions on how to measure disease progression can lead to inconsistent practices in effectively diagnosing and treating moderate to severe psoriasis. Reviewed
Awareness
Clinical Inertia
 Between Derms desire to "Treat to Happy" and patient belief that the HCP knows best, likelihood for prolonged churn through suboptimal treatments. Pending
Adoption
Clear Leader/Unsegmented
 Believe that IL-23s are the best treatment for Psoriatic driven by motivation for maximum clearance, but do not believe that IL-23s are clinically differentiated. Reviewed
Adoption
Joint Prioritizer
 Prevention of joint damage is primary driver of treatment choice - without compromising skin clearance. Comorbidities beyond skin signal high systemic inflammatory burden. Reviewed
Adoption
Customizer
 Experimentation of different therapies allows for personalization of treatment by unique patient need. Seeking to be category experts, therefore not loyal to any one treatment or MOA. Reviewed
Adoption
Traditionalist
 Favors established treatment due to personal comfort and familiarity. Reviewed
Adoption
Oral Prescribers
 Strong belief that disease in moderate patients has not progressed enough to warrant biologics. Make tradeoffs, prioritizing safety and ease of initiation to achieve primary goal of advancing patients from topicals to first systemic therapy. Pending
Conversion
Practice Evolution
 Coordinators of biologic approval continue to shift (e.g., Private Equity, AI vendors such as Tandem), further increasing complexity of office processes. Reviewed
Conversion
PA Issues
 Incorrect PA forms are primary cause of denials/treatment delays and stem from office time constraints, high staff turnover, and inadequate familiarity with insurance requirements. Reviewed
Conversion
Abandonment
 Unsure whether the benefits of the medication outweigh the cost and inconvenience of obtaining it. Pending
Persistence
Drug Spacing
 Patients may experience gaps in treatment due to scheduling conflicts, insurance issues, or personal circumstances affecting long-term adherence. Reviewed
Persistence
Patient Follow-up
 Inconsistent monitoring and follow-up appointments can lead to treatment discontinuation and reduced long-term outcomes. Pending
Persistence
Benefit Design Changes
 As individual benefit designs change annually, unpredictability can lead to patient confusion and potential discontinuation. Reviewed
Map Barriers to HCP
Barriers are mapped to HCPs and bio-coordinators based on claims, hub data and IBT feedback.
4 HCPs showing
HCP ID HCP Name Specialty Segment Need State Barrier Confidence Score
1
ER
Dr. Emily Rodriguez
Rheumatology Traditionalist Awareness Clinical Inertia
95%
Persistence Patient Follow-up
70%
2
SJ
Dr. Sarah Johnson
Cardiology Clear Leader Awareness Disease Severity
92%
Conversion PA Issues
75%
3
MC
Dr. Michael Chen
Endocrinology Joint Prioritizer Conversion PA Issues
88%
Awareness Unclear Guidelines
85%
Persistence Drug Spacing
68%
4
LP
Dr. Lisa Park
Dermatology Customizer Conversion Access Issues
87%
Awareness Clinical Inertia
72%
Map Barriers to Key Messages
Align each identified barrier with targeted key messages that address HCP concerns and provide compelling reasons to prescribe.
2 Mappings showing
Need State Barrier Functional Area Key Messages
Awareness Disease SeverityHCPs underestimate disease impact on patient quality of life
Commercial
What improvement could look like
P1
Durable Long-term Response
P2
Medical
Real world data observed in patients with moderate psoriasis
P1
Rapid Onset of Action
P2
Conversion PA IssuesPrior authorization delays impacting treatment initiation
APS
Patient Support Programs
P1
Favorable Safety Profile
P2
Commercial
What improvement could look like
P1
Rapid Onset of Action
P2
Map Content to Key Messages
Connect approved content assets to key messages, ensuring the right materials are available to address each barrier effectively across all channels.
24 Contents showing
Barrier Functional Area Channel Category Sub-Category Key Message Content Assets
Disease Severity
Commercial
F2F Efficacy Before and After What improvement could look like

P1
SKYRIZI Efficacy Visual Aid - PASI 90/100 Results
SKY-VA-2024-001
Approved 92%
Interactive PASI Calculator Tool
SKY-DIG-2024-015
Approved 78%
Efficacy Durability Durable Long-term Response

P2
5-Year Durability Data Brochure
SKY-BR-2024-007
Approved 88%
Long-term Response Infographic
SKY-VA-2024-022
Approved 72%
Medical
Digital Efficacy Before and After Real world data observed in patients with moderate psoriasis

P1
Patient Journey Video - Before & After Treatment
SKY-VID-2024-003
Approved 95%
Real-World Evidence Email Series
SKY-EM-2024-018
Approved 68%
Asset Types:
Visual Aid
Video
Brochure
Digital
Email
% = Effectiveness:
High
Med
Low
HCP Touchpoint Frequency Planning
Aligned Barriers and Touchpoint plan for each HCP.
12 HCPs showing
HCP Segment Primary Barrier Functional Area Role F2F Field Email Samples 3P Email Banner Total
Journey Sequencing & Orchestration
Journey for each HCP for prioritized barrier.
Functional Areas:
Commercial
Medical
APS
Channels:
F2F
Field Email
Sample
3P Email
Banner
SJ
Barrier: Disease Severity - Dr. Sarah Johnson Clear Leader • Dermatology • Chicago, IL
Clear Leader Awareness Barrier: Disease Severity
10 Touchpoints
Week 1
Week 2
Week 3
Week 4
Week 5
Week 6
Week 7
Week 8
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Week 10
Week 11
Week 12
Week 13
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MC
Dr. Michael Chen Endocrinology • Boston, MA
Joint Prioritizer Awareness Barrier: PA Issues
8 Touchpoints
Week 1
Week 2
Week 3
Week 4
Week 5
Week 6
Week 7
Week 8
Week 9
Week 10
Week 11
Week 12
Week 13
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IFT Workstation - Prescriber Barrier
AI-powered workstation providing real-time insights, prioritized barriers, and recommended actions for field team engagement.
SJ
Dr. Sarah Johnson
Clear Leader
Dermatology
Chicago, IL
Target Flag
NBRx (13w) 2
Last Visit 5 days ago
Confidence 85%
Barrier Identified
High Priority
Clear Leader Barrier
Believe that IL-23s are the best treatment for Psoriatic driven by motivation for maximum clearance, but do not believe that IL-23s are clinically differentiated.
How Barrier was identified
85% Confidence
Field Feedback
Recent interaction highlighted that Tremfya and SKYRIZI efficacy is undifferentiated
Analytics
HCP has written 2 Tremfya in 13 weeks (NBRx)
Market Research
Clear Leaders may not differentiate between Tremfya/SKYRIZI
Insights
2 Active Alerts
PA Denial Alert
Dr. Sarah Johnson has a patient who was prescribed Tremfya, which had an access denial for Blue Cross Blue Shield
2 hours ago
Competitor Activity
Increased Tremfya prescribing activity detected in Dr. Johnson's practice area - 3 new starts this week
6 hours ago
Call to action
Immediate
Review ISA Document
Highlight NIE from Head to Toe in your discussion from the summary tile
Head to Toe
NIE Focus
Discussion
Summary
Recommended Commercial Message Map
Week 1
F2F - Disease Severity
Week 2
Samples - Access Support
Week 3
F2F - Real-World Data
Current
Week 4
Field Email - Dosing Guidelines
Week 5
Samples - Clinical Evidence
Week 6
F2F - High-Impact Areas
Week 7
3P Email - Patient Resources
Week 8
F2F - Treatment Follow-up
Week 9
Field Email - Treatment Guidelines
Week 10
Samples - Persistence Support
Week 11
F2F - Follow-up
Week 12
3P Email - Support Programs
Week 13
Banner - Journey Completion
Quick Actions
Journey Effectiveness
Measure the impact of journeys on HCP behavior change, tracking progression through barriers and conversion metrics.
Segment
Channel
4,521 HCPs

Execution Funnel

PLANNED
4,521
100%
EXECUTED
3,024
67%
ENGAGED
2,156
48%
CONVERTED
892
20%
Overall Conversion
20%

Drop-off Analysis KPIs

PLANNED → EXECUTED -22%
2,396 HCPs not executed
C
Capacity constraints
EXECUTED → ENGAGED -28%
2,407 HCPs not engaged
C
Content relevance
ENGAGED → CONVERTED -31%
1,930 HCPs not converted
F
Follow-up timing
KEY RECOMMENDATION
Focus on Traditionalist segment – highest drop-off
+15% potential lift

Segment-Level Conversion Funnel

Planned
Executed
Engaged
Converted
Rate
Clear Leader
2,847
2,420
2,135
1,892
82%
Joint Prioritizer
3,156
2,461
1,957
1,641
71%
Traditionalist
2,891
1,966
1,503
1,214
58%
Customizer
1,823
1,130
875
693
49%
Oral Prescribers
1,456
845
612
466
42%
Planned
Executed
Engaged
Converted
Closed Loop Feedback
Optimization insights and channel recommendations to continuously improve barrier mapping, content effectiveness, and journey optimization.
Channel Gaps
High severity
2
Mismatches
Barrier-Channel
2
Content Gaps
Segments affected
2