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Strategy
DV
Performance Loop

Top 25% versus bottom 25% — what actually drives results.

Veeva performance data — your data, you own it — flows back into the engine as signal. Which angles, formats, and audience hooks won. Which sank. The system learns what works for Compound DT-204 and uses it on every new brief.

Versions in flight · 30d
286
Across 8 active campaigns
illustrative target
Avg engagement lift
+47%
illustrative target
Top 25% averaging 2.8× the bottom 25%
Veeva sync · last hour
✓ Live
All versions synced
Auto-pushed on MLR approval
Cost per qualified lead
$8.40
illustrative trend
Caregiver audience driving the drop
Attribute analysis

Which attributes appear in winners vs losers

Each row is a content attribute. Top % = how often it appears in the top-25% performing variants. Bottom % = how often in the bottom-25%. The lift column tells you what the engine should do more of.

Attribute
Top 25%
Bottom 25%
Lift
Engine bias
Caregiver hook
78%
12%
+6.5×
↑ More
Named physician (Dr. + credential)
64%
8%
+8.0×
↑ More
Trial-cited efficacy stat
81%
23%
+3.5×
↑ More
Patient story arc · 30s+
56%
18%
+3.1×
↑ More
ISI-adjacent fair-balance
100%
64%
+1.6×
↑ More
First-person singular voice
4%
73%
−18×
↓ Avoid
Emoji density > 3 per asset
6%
51%
−8×
↓ Avoid
Generic 'glow / wellness' framing
0%
38%
−∞
↓ Avoid
Top 25%

Winners · last 30 days

1
Caregiver POV · 'When you knew it wasn't a heart attack'
Diagnosis journey · Reel · 30s
Caregiver hookPatient storyNamed cardiologist
8.4%
ENGAGEMENT
+218%
2
RP 101 · 60s explainer
Educational · Reel · 60s
Disease stateMechanismTrial-cited
7.2%
ENGAGEMENT
+186%
3
Caregiver Q&A carousel
Q&A · Carousel · 8f
Caregiver hookQ&A formatCost mention
6.9%
ENGAGEMENT
+174%
4
Cardiologist authority · 30s
Authority · Reel · 30s
Physician voiceTrial-citedAuthority
6.1%
ENGAGEMENT
+148%
5
Compound DT-204 mechanism · static
Educational · Static · 1080×1350
MechanismVisual diagramTrial-cited
5.3%
ENGAGEMENT
+114%
Bottom 25%

Underperformers · diagnosed

1
Stock medspa-style 'glow' caption
Promo · Reel · 15s
Generic copyNo physicianNo citation
0.8%
ENGAGEMENT
−68%
Why it sank: First-person singular voice. Reads like a wellness brand. No clinical anchor.
2
Cost emoji-heavy carousel
Promo · Carousel · 6f
Emoji-heavyNo ISI proximityGeneric CTA
1.1%
ENGAGEMENT
−56%
Why it sank: Fair-balance gap caught by MLR but not until late. Underperformed even when republished compliant.
3
Generic 'inflammation' explainer
Educational · Static · 1080×1080
No disease specificityNo citationNo CTA
1.4%
ENGAGEMENT
−42%
Why it sank: Disease-state too generic. Audience signal: 'not for me, scrolled past.'
Veeva sync · activity log

The data loop, last 24 hours

12 min ago
DEM-2026-04-218 · Caregiver carousel approved & synced to Veeva PromoMats v2
synced
1 hr ago
DEM-2026-04-217 · Reel pending MLR · queue position 4 of 11
in queue
2 hrs ago
DEM-2026-04-216 · Static flagged · auto-rewrite suggested
needs review
3 hrs ago
Performance pull · 142 Compound DT-204 variants Q1 ingested as training signal
synced
Yesterday
Veeva CRM HCP engagement export · 2,840 records de-identified, aggregated, fed to engine
synced
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What's underneathArchitecture · advisors · published thinking.
Architecture Intelligence · Content Engine · Activation · MeasurementBrain Trust Named advisorsResearch Ephicacy Health · published
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