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ACTO's CxZone Receives Dual Honors at the 2025 Pharmaceutical Technology Excellence Awards

On December 9, 2025, ACTO, a leader in AI-focused excellence solutions for life sciences, announced that its revolutionary product, CxZone, has been awarded two of the highly-coveted recognition titles at the Pharmaceutical Technology Excellence Awards 2025. Known as the first AI-simulated roleplay solution specifically designed for pharmaceutical field professionals, CxZone gained accolades in the categories of both Innovation in AI Roleplay and Product Launch in Field Simulation.

Innovative Solutions for Real-World Challenges

According to Parth Khanna, CEO of ACTO, this recognition validates the company’s commitment to empowering field representatives by placing human interaction at the forefront of their activities. CxZone is designed to assist field professionals in preparing for difficult conversations, testing various communication approaches, and building confidence in their interactions with healthcare providers.

“It enables healthcare representatives to engage authentically with practitioners, ensuring clear and confident dialogues,” Khanna stated.

Tina Ross, who oversees the awards at Pharmaceutical Technology, remarked on the compelling nature of CxZone's application of AI to address real-world challenges within the pharmaceutical sector. The judges appreciated how this technology facilitates the transformation of strategies into meaningful conversations while adhering to all relevant industry standards.

Tackling Communication Challenges in Pharma

The CxZone platform has been meticulously developed to address ongoing dialogue issues prevalent across the industry. Research indicates that merely 28% of healthcare providers feel that their interactions with field representatives meet their expectations, despite substantial investments made by pharmaceutical companies in their field teams.

To enhance collaboration and improve interactions between field representatives and healthcare providers, CxZone integrates seamlessly with Veeva Vault PromoMats and MedComms, enabling the formulation of realistic practice scenarios based on the most current approved content. This level of integration stands as a pioneering achievement within the pharmaceutical industry.

Elevating Field Training Beyond Traditional Methods

Moving on to its other award—Product Launch in Field Simulation—ACTO emphasizes the importance of clinical fluency and product messaging in conversations with medical practitioners. Rather than merely developing basic sales skills, CxZone focuses on refining these critical interactions by providing real-time feedback based on performance metrics related to clinical knowledge and messaging strategies.

Gamified Learning Environment

Traditional role-playing exercises often result in discomfort and artificiality for both participants and facilitators. This “roleplay fatigue” hinders effective training, particularly when navigating through complex clinical information within limited timeframes. In response, ACTO developed the on-demand gamified environment in CxZone where field professionals can train and simulate “real” clinical conversations without the pressure of live observation.

The user-friendly interface of CxZone allows trainers to quickly develop healthcare provider avatars, structure the conversation, and set evaluation criteria within minutes, thereby streamlining the simulation process. Moreover, all practice scenarios in CxZone automatically sync with up-to-date and approved materials from Veeva PromoMats and MedComms, ensuring that field professionals engage in training with current content.

Conclusion

As the first AI-simulated roleplay solution dedicated to the life sciences industry, CxZone offers field representatives and medical liaison agents a judgment-free environment for practice, complete with immediate and personalized feedback that aligns with corporate sales processes and accompanying models.

For additional information about CxZone, visit ACTO's official website. Stay updated with ACTO's latest developments by following them on LinkedIn.

About the Pharmaceutical Technology Excellence Awards

The Pharmaceutical Technology Excellence Awards represent an independent recognition program relying on GlobalData’s comprehensive market intelligence. The evaluation team, assisted by AI, meticulously analyzes over a billion data points each year to identify, promote, and rank leading companies and their achievements across 200+ countries. This award program aims to honor innovative and forward-thinking companies that foster positive changes within their fields.

About ACTO

ACTO is an excellence platform tailored for life sciences, combining human intelligence with empathetic AI to empower commercial and medical teams. They assist biopharmaceutical companies in ensuring field professionals remain adept, persuasive, and credible in their engagements with healthcare providers. ACTO is a trusted partner for field excellence in life sciences, validated under FDA 21 CFR Part 11 and SOC 2 Type II certification.