~100
real HCP calls per rep, per month
AI role-play & message-fidelity intelligence for pharma field forces
Your reps make 100 calls a month.
Their coach sees five.
DialogRx gives every rep an AI doctor to rehearse against, scores every practice call like a coach was in the room, and gives you the skill and message-fidelity data those hundred calls have been hiding.
5–10
calls a manager actually observes
>90%
of your brand's conversations never observed, never coached
Every unobserved call is your brand, live, in a prescriber's room.
The evidence
Quality is the multiplier
The interaction quality of a detailing call is a primary driver of HCP engagement and prescribing uptake. Varese Group's published field-force work shows what happens when a sales organisation prices quality in.
Performance
= Quantity × Quality
= Quantity × Quality
The Varese Group field-force framework, published in the Data to Action series. DialogRx is the quality side, productised.
3×
spread in engagement quality between reps, invisible until it was measured
~30%
improvement in detailing quality when engagement quality was priced into the Rep KPI
Published client outcomes, Varese Group Consulting. The catch: you can only coach the quality you can see.
The product
Practise the call before it counts. Then see exactly how it went.
Voice role-play with AI doctors that push back, on your approved detail aid, any time. Minutes after the call ends, a scored evaluation across eight pharma selling pillars, with the evidence quoted from the transcript.
Rehearse
Doctors that push back the way real ones do
- A sceptical cardiologist presses your statistics. A time-poor endocrinologist gives you ninety seconds. A challenging GP tests every claim.
- Your approved detail aid on screen, page dwell tracked, exactly like the real visit.
- No scheduling, no colleague reading a script, no audience.
Feels like the hard version of the real thing, so the real thing feels easier.
Scored
Every call scored like a coach was in the room
- Eight pharma-specific pillars: Opening, Framing, Questioning, Listening, Probing, Solution Selling, Commitment, Clinical Literature.
- Approved-message fidelity: every key message graded full, partial, misstated, or absent, against the exact approved wording.
- Feedback quoted from the transcript, not generic platitudes, with one next-step focus and a "practise again" button.
Structured feedback on every practice call, not on five percent of real ones.
Who it's for
One system, every level of the field organisation
Each role gets one owned artifact per period, and each level develops the level below. Decisions travel down; outcomes travel up.
First-line sales manager
Multiply your one-to-two days per rep
- The whole team's practice quality between ride-alongs: skill heatmap, trends, per-rep message delivery.
- An AI-drafted monthly review you edit and own; agreed actions assessed next month, so the loop closes.
- Coach from evidence ("your evidence message held in 39% of challenges"), not memory of two calls in June.
Outcome: field days targeted at diagnosed gaps. Coaching becomes a system, not an event.
The rep
Walk in having already survived the hard version
- Unlimited deliberate practice, and a monthly review from your manager with the commitments you agreed to and how they went.
- Skill trends per pillar over eight weeks; your competency radar against the benchmark.
- A private sandbox: safe to fail. Nothing counts until you share it.
Outcome: confidence and accuracy in the real room; faster ramp on every new message.
Marketing
See what the field does with your messages
- Message deliverability intelligence: delivery, misstatement, survival under challenge, time-share against intent, per message, per team.
- Content fixes and delivery fixes separated: what marketing rewrites, what sales coaches.
- Coaching proposals routed to sales leadership for decision, in the chain of command, with the outcome visible back to you.
Outcome: content decisions on evidence. Launch readiness measurable for the first time.
For compliance
Drift visible before it becomes an incident
The approved message set is the compliance reference. Every practice call is measured against it, word for word.
Caught in rehearsal
Rep stated"a 0.8% reduction versus placebo"
Approved"1.2% reduction versus 0.4% for placebo"
The treatment difference quoted as the product result. Flagged with the exact wording, per rep, per message, and trended by team.
- A standing misstatement register: exact wrong wording against approved wording.
- An audit trail of proactive remediation: found in practice, coached, verified in the next month's review.
- Executive roll-up: highlights, decision log, directives tracked to actioned.
The cheapest compliance incident is the one that happened in a simulator.
For leadership
Execution variance, quantified and owned
The leadership conversation shifts from lagging sales to leading execution. The Business Unit Director sees a decision log and a one-page review, not a data dump.
National Sales
Cross-team variance with modelled uplift to parity. Per-team execution briefs, each with directives tracked to actioned.
Business Unit Director
Two inbound lanes, sales and marketing, signed by their authors. Marketing's asks of sales as a decision log, with an exception lane.
Monthly Business Review
A highlights strip the MD reads first, an upward narrative, and downward directives, each assessed next period.
Why DialogRx
Why this, why now
Built on published IP
The Data to Action field-effectiveness series: Performance = Quantity × Quality. DialogRx is the quality side, productised, from the team that wrote the framework.
Pharma-specific by design
Eight clinical selling pillars, approved-message fidelity, and Australian regulatory context (TGA, Medicines Australia) built into every evaluation.
Live today, zero IT project
Browser-based. No CRM integration required to start. A team can practise this week.
The AI moment
Voice AI is now realistic enough to pressure-test a rep. First movers set the capability bar for their category.
About us
Built by someone who has sat in every seat this product serves
More than three decades in this industry, and the same gap watched from every seat.
I started in sales and marketing at Boehringer Ingelheim, and went on to run commercial excellence there as Global Head of Commercial Excellence, accountable for how a multinational field force actually performed, market by market. I then founded and led two consulting firms, CRMS Consulting and Vedere Group, and sold Vedere to IQVIA, where I ran regional Business Consulting & Technology. From there I spent a decade as Regional Vice President at Veeva Systems, the CRM most of this industry runs on, before founding Varese Group.
Across all of it, one pattern held. Where coaching and capability building were done well and made visible, performance followed, and it followed fast. Where they were left to chance, the variance between reps stayed hidden inside averages that looked fine, and the brand paid for it in every uncoached conversation. I published the framework for that in the Data to Action series: Performance = Quantity × Quality.
I have also watched, from inside the CRM company and inside client after client, how coaching is actually run in the CRM. Veeva and its peers ship a coaching module, and most organisations use it poorly, if at all: a form filled in after the ride-along, scored from memory, rarely revisited, never connected to what the rep says in the room. The system records that coaching happened; it cannot see whether the conversation improved.
So the frustration was always the same: we could measure quantity to the decimal, but quality lived in a manager's recollection of a handful of ride-alongs and a coaching form nobody reread. The technology finally exists to change that. DialogRx is the tool I wanted every time I sat with a sales director looking at a scatter of territories and asked, "why is this rep so far from that one, and what exactly do we coach?"
That is why I built it. Not as a training product, but as the missing instrument on the quality side of the equation, drawn from a deep, practical understanding of how this industry actually sells, and of the systems it sells with.
1988–96Sales & MarketingBoehringer Ingelheim
1996–2000Global Head of Commercial ExcellenceBoehringer Ingelheim
2000–05Founder & MDCRMS Consulting
2005–12Founder & MDVedere Group (sold to IQVIA)
2013–14Regional Head, Consulting & TechnologyIQVIA
2014–24Regional Vice PresidentVeeva Systems
2024–Founder & MDVarese Group · DialogRx
30+ yearspharma, medtech & consumer health
Global Headof Commercial Excellence, Boehringer Ingelheim
Regional VPVeeva Systems
Founder ×3CRMS · Vedere (sold to IQVIA) · Varese
The next step
A 30-day pilot, read out against your own baseline
One team. Your messages. Your data. The readout is the business case.
1
Set up · week 0
One team. Your approved messages and detail aid loaded. Baseline calls recorded.
2
Practice cadence · weeks 1–4
Two practice calls per rep per week. Managers run one evidence-based coaching review.
3
Readout · day 30
Capability curve, message-fidelity movement, and the variance picture. Your data, your decision.
Low lift by design: browser-based, invite-only access you control, no integration required. Pricing follows the pilot conversation.
Request a demo
See your own messages survive a sceptical cardiologist. DialogRx is currently invite-only: access is set up following the demo conversation.