Pharmaceutical Technology Excellence Awards 2025: ACTO
Summary
In an industry where every healthcare provider (HCP) interaction carries significant weight, ACTO’s CxZone has been recognized for its approach to pharmaceutical field training. In the 2025 Pharmaceutical Technology Excellence Awards, ACTO won awards in both the Innovation (AI Roleplay) and Product Launches (Field Simulation) categories for CxZone. ACTO’s approach to bridging the gap between strategy and execution, along with its integration into pharma field professionals’ workflows, has drawn attention within the life sciences sector.- Author Name: Pharmaceutical Technology
- Author Website: https://www.pharmaceutical-technology.com/featured-company/2025-acto/
ACTO’s CxZone won the Innovation award in the AI Roleplay category for its targeted use of AI roleplay to address persistent challenges in pharmaceutical field engagement. One of the most significant hurdles for pharmaceutical companies is ensuring that the strategies developed at headquarters translate effectively into field conversations with HCPs—especially when access to these providers is limited and the pressure to deliver concise, clinically relevant information is high. ACTO developed CxZone in response to this disconnect, which is underscored by industry data showing that only 28% of HCPs feel their interactions with field representatives meet their needs, despite the substantial investment companies make in their field forces.
Unlike generic AI roleplay tools that focus on basic sales skills, CxZone is designed specifically for the pharmaceutical context. It operationalizes clinical reasoning, enabling field representatives to practice evidence-based conversations that mirror the realities of HCP interactions. The AI avatars in CxZone are configured to simulate the behaviors, priorities, and time constraints of real HCPs. For example, avatars can be tailored to represent different specialties, therapeutic areas, and even moods, challenging reps to adapt their approach as they would in real clinical office settings.
Read the full article here >> https://www.pharmaceutical-technology.com/featured-company/2025-acto/
