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From Call Data to Actionable Insights

AI Sales Enablement

Main challenge

A leading pharmaceutical company implemented a hybrid engagement model with healthcare professionals, alternating between face-to-face meetings and virtual calls. In addition, a call centre was tasked with engaging specialists. All remote calls were recorded for training purposes, with supervisors spending hours either reviewing random recordings or joining live calls alongside representatives.

Despite the effort, the approach delivered little value. Most of the data sat unused, while the existing tools created major gaps:

Unscalable review — inconsistencies in conversations could be spotted, but listening to every call was unrealistic, leaving most insights undiscovered.
Coaching gap — even when calls were reviewed, the output resembled raw transcripts rather than a sales trainer’s perspective, making it difficult to assess the approach, pinpoint gaps, and suggest meaningful improvements for reps.
Disconnected workflow — insights were not integrated into the CRM, limiting visibility of call quality vs. account performance.
Compliance blind spots — potential off-label or unbalanced safety/efficacy discussions were not always reliably identified.

As one manager put it: “We had plenty of transcripts, but no way of knowing if the conversations were good, on-strategy, or compliant”.

The Winning Formula

The company introduced AVA RepCopilot, Vivanti’s AI-driven solution for call analysis and compliance. RepCopilot automatically assesses conversations against brand strategy, highlights gaps, and uncovers patterns in HCP engagement.

Unlike standard rep co-pilot tools that focus mainly on competitor mentions, a dedicated insights module goes further — it captures recurring signals within HCP conversations. Think of it as a highlighter: whenever the same word, theme, or concern arises repeatedly, the system flags it, enabling brand teams to identify patterns that might otherwise remain hidden.

In the second phase, the project was expanded with a representative-facing mobile app that records face-to-face meetings, creating a unified and transparent view of all field interactions. Early pilots showed that roughly 80% of HCPs were comfortable with recording when it was positioned as a way to improve service quality and compliance.

The Impact

The rollout of AVA RepCopilot delivered measurable improvements in both compliance and commercial effectiveness:.

Depth of evaluation — calls were scored against brand-specific KPIs (e.g. message delivery, objection handling) rather than generic metrics.
Transparency — adherence became visible at rep, territory, and brand level, supporting more consistent performance management.
Faster coaching — managers could provide targeted feedback within 24 hours, based on AI-generated conversation summaries.
Message delivery uplift — adherence to key brand messages improved by 27% over an eight-week pilot.
Compliance risk reduction — flagged compliance issues decreased by 30% per 100 calls analysed.
Field force ROI — more consistent, compliant conversations strengthened HCP trust and improved brand recognition.

Related News

Smart Assistants: The Quiet Revolution in Pharma Field Engagement

In every boardroom the question is the same: “How do we do more with less — without falling foul of regulation?”

Pharmaceutical leaders face mounting pressures. Access to healthcare professionals is tightening, budgets are constrained, and compliance risks loom large. Traditional field-force models are under strain. What is needed now is not a tweak, but a rethink of how reps prepare, engage, and learn from every interaction.

Enter the smart assistant: not another dashboard (!), but a discreet, AI-enabled companion at every rep’s side. It surfaces evidence in real time, ensures message discipline, and captures insights without adding administrative load.