From Good to Great: Redefining Excellence with Innovative Commercial Tools
What if I told you there’s a way to equip your sales teams with personalised, real-time training, ensure seamless collaboration between sales and marketing, and continuously optimise performance - all powered by advanced AI engineering?
Imagine this: you're a commercial excellence manager at a leading pharmaceutical company. Your sales teams are facing challenges - they're struggling to establish trusted relationships with HCPs and confidently deliver complex medical key messaging during interactions. Marketing teams are rapidly pivoting strategies, but those changes aren’t seamlessly cascading to the field. Meanwhile, managers lack actionable insights to coach their teams effectively. These gaps translate into missed opportunities and underperforming sales…which can be disastrous in such a competitive industry.
Now, picture a different reality. What if every rep had access to cutting-edge simulations to perfect their skills? What if marketing updates were instantly transformed into engaging training modules, and managers could rely on precise performance data to offer targeted coaching?
That’s the world Vivanti’s COSMART Suite creates. COSMART isn’t just about training; it’s about building a connected ecosystem of learning, collaboration, and performance - engineered to meet the specific needs of pharmaceutical sales and marketing teams.
The COSMART Suite: Solutions Powered by Advanced AI Engineering
COSMART isn’t a collection of simple AI tools; it’s an advanced AI-engineered framework designed to address the complex, real-world challenges of pharmaceutical sales and marketing teams. Here’s how each solution plays a pivotal role:
AVA AI Trainer: Redefining Sales Training
The flagship simulation trainer for sales reps, AVA AI Trainer is the gateway to immersive, dynamic learning experiences.
Practice in Safe Simulations: Sales reps sharpen their skills in a risk-free environment with virtual HCPs, tailored to replicate real-world scenarios.
Bridging Sales and Marketing: Marketing teams along with Sales Managers and Trainers can upload content or updates (like revised product messaging) into AVA’s training library. Sales reps quickly internalise these changes through fast-track, interactive content using video avatars combined with interactive questions to provide an engaging and efficient learning experience.
Edutainment Excellence: Video avatars, quests, and mini games turn routine training into an engaging experience, boosting confidence and retention.
AVA AI Mentor: The Always-On Guide
AVA AI Mentor acts like a virtual assistant for sales reps, offering proactive, personalised support 24/7.
Proactive Engagement: AVA Mentor checks in with reps, offering tailored learning content based on their recent performance and career stage.
Answering Questions Instantly: From product details to compliance queries, AVA Mentor saves time by automating responses, so trainers can focus on strategic initiatives.
Boosting Productivity: By addressing challenges efficiently, AVA Mentor ensures reps feel supported and empowered.
Drug discovery and development
Managers no longer have to guess what their teams need to succeed. AVA CoPilot provides clarity through detailed performance analysis on face-to-face calls.
Call Analytics: Evaluates rep interactions with HCPs, highlighting strengths, weaknesses, and emotional triggers.
Actionable Feedback: Delivers customised strategies for improvement, helping reps refine their approach.
Performance Reports: Offers detailed insights to managers, enabling targeted coaching that’s rooted in data.
With AVA CoPilot, managers become more than supervisors - they’re mentors armed with actionable insights.
Let’s revisit our earlier scenario. A sales rep struggling with a new product launch gets access to AVA AI Trainer. They learn the updated messaging through interactive bite-sized content, then practice delivering it in a simulation.
Post-call, AVA CoPilot analyses their interaction and provides targeted feedback on what worked and what didn’t. AVA Mentor steps in with a personalised follow-up, offering additional resources to help the rep address specific challenges. Then topped off by AVA Copilot which tracks field results from sales reps, providing deeper insights into a client’s Cosmart Suite and CRM systems.
This interconnected workflow creates a cycle of continuous performance improvement, where every team member — from the rep to the manager — is empowered to excel.
A Framework for the Future
You are not alone in facing these challenges; many sales and marketing teams are grappling with strategic gaps and fit-for-purpose training. The Roland Berger Global Pharma Study 2024 highlights a stark contrast:
Companies with effective performance programmes in sales and marketing achieve average EBITDA margins of 36% of sales, compared to just 23% for those falling behind. This highlights the pressing need for robust strategies.i
Similarly, the Global Pharmaceutical Industry Outlook 2024 reveals that, although many organisations recognise the importance of enhanced training programmes, a significant number still lack comprehensive initiatives. This shortfall perpetuates a skills gap, hindering effective engagement with healthcare professionals.ii
Moreover, the Pharma Marketing Trends 2024 report underscores that while digital transformation and patient-centric marketing are gaining momentum, many marketing teams lack the expertise to fully harness these tools. Consequently, their ability to foster meaningful connections with patients and healthcare providers remains limited.iii
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