Pharma sales playbook automation that keeps every regional playbook on the current SOP
The right playbook for every market and product, built 70% faster.
See one case, screen by screen ↓A hospital pharmacist in Germany, a gastroenterologist in France and biomedical engineering in the US each need a different playbook — and every line in it has to come from content that has already been through Medical, Legal and Regulatory review, with the region's mandatory text attached. Commercial excellence leads assemble them by hand from the content library, the SOPs and the SmPC, one region and audience at a time. In the working solution's sample data that took a median of 5.4 days per playbook.
The harder problem comes later. When the product information or an SOP changes, nobody can say which playbooks still quote the old rule. On 1 October the Veltrimab product information changed — the diluted infusion is now stable for 8 hours at room temperature, not 4 — and four live playbooks still carried the old wording. A rep asked about a pen left out of the fridge, or a question outside the label, is left to improvise — or to quote a rule that no longer applies.
Estimated split of the 5.4-day and 1.6-day medians the working solution's dashboard shows, by hand and with the solution.
Agents build each playbook from approved content and SOPs, rebuild it when a source changes, and answer reps with the SOP line; the owner signs.
Tuesday 6 October 2026. Lena Ortiz, commercial excellence lead, owns the German playbooks. The field teams sell three products — Veltrimab, a biologic for Crohn's disease and ulcerative colitis, Corventa for chronic heart failure, and the Talmirex infusion pump. At 09:14 a new version of the product handling SOP is approved. Here is what happens next, screen by screen, in the working solution.
The playbook matrix shows 61 playbooks and 146 account editions live in CRM: seven regions down, three products and their audiences across. Each cell shows its age, version, account editions and one square per source — product information first, then each SOP. Four cells are amber: the Veltrimab product information changed on 1 October. Above the matrix, SOP-COM-031 Communicating product handling, version 5, approved by Dr. Maya Chen.
“Built into 12 playbooks (34 account editions): Veltrimab · pharmacist and infusion nurse in 6 European regions.”
The playbooks list shows the earlier change too. Section 6.3 of the Veltrimab product information now says 8 hours at room temperature after dilution, where version 6 said 4. The freshness checker found the four live playbooks that quote the old wording — PB-2038 Germany · Infusion nurse, PB-2033 Italy, PB-2031 Spain and PB-2027 UK · Hospital pharmacist — and marked them Refresh needed.
“4 live playbooks quote the old wording; the content freshness checker found them.”
Lena opens the change. Version 4, effective 2 June, is superseded today; version 5 was approved by Dr. Maya Chen for Quality and Medical. Section 5.2 gains one sentence: if a healthcare professional reports product exposed outside the labelled storage, the rep also records a product quality complaint in CRM within 24 hours, with the lot number and, if known, the temperature and how long.
“Sections 5.1 and 5.3 are unchanged. Only playbooks built from this SOP are affected — the matrix shows which.”
The freshness checker reads version 5 and finds the 12 playbooks built from SOP-COM-031 in Germany, France, Spain, Italy, the United Kingdom and the Nordics; the US playbooks use SOP-US-031 and are untouched. The assembler rebuilds only Storage and handling and keeps every other section word for word; the four amber cells also pick up product information version 7 (“Storage +1”). The compliance check passes, and the cells turn blue: rebuilt, waiting for sign-off.
“Waiting for your sign-off — nothing reaches CRM until it is signed.”
In the Germany · Veltrimab hospital pharmacist cell Lena tries the question reps actually get: “A pen was left out for 6 weeks — what do I do?” The answer opens with the new line of SOP-COM-031 version 5, quoted. It is a medical question, so the rep does not say whether the pen can be used; they record a product quality complaint within 24 hours with the lot number, submit a medical information request with the pharmacist's consent, and replacement requests go to Customer Service, never through the rep.
SOP assistant · 2 passages from 2 documents · 0.9 s
The sign-off shows what she is signing: only the changed section differs, the compliance check passed in all 12, and 34 account editions go to 216 reps on the account tab and the next call plan. She signs with her password and the reason “SOP update — approved for field use”. The CRM publisher replaces the 34 editions and keeps the previous versions in history.
“Reps asking about a warm pen now get the new complaint step with its SOP line.”
Next she starts a playbook for Klinikum Rheinhafen: Germany (58 reps), Veltrimab, hospital pharmacist. 38 approved modules match, all in date. Three are left out — DE-VEL-0371, expired 30 September; DE-VEL-0388, withdrawn with the old stability wording; US-VEL-0207, approved for the US only — and the German Pflichttext is added.
PB-2047 is assembled from 10 modules, wording unchanged. It opens with the account from CRM: 1,150 beds, an IBD centre, the drug committee on 22 October, and the last call on 18 September asking whether pens can be kept as ward stock at room temperature — answered in section 3. Storage and handling already carries the version 5 line. The compliance check passes; it waits for Lena's sign-off.
“Built only from approved, in-date modules — wording is unchanged, so Medical and Legal approval carries over.”
Before signing, Lena checks the rep view: the approved opening line, the talking points, a “Stay on label” box, the storage card, chair-time visual and follow-up email to share, and the SOP assistant beside them. Jonas Weber has it on his call plan for 14 October, 10:30.
“Stay on label: children, off-label doses and storage outside the label → medical information request in CRM.”
Miriam Kraus, a rep in Germany, asked whether she could answer a pharmacist's question about use in children. The assistant said no: Veltrimab is approved for adults only, and field colleagues never answer off-label questions. It quoted SOP-MED-022 section 3.3, told her to capture the question word for word with consent, and offered to log the medical information request. The question is marked Routed.
“Field colleagues never answer off-label questions themselves, including use in patients under 18, doses or intervals outside the label, or combinations not studied.” — SOP-MED-022, version 9
The same playbooks, seen by the owner who signs them, the rep who uses them and the reviewers who approved every line.
Agents build each playbook from approved content and SOPs, rebuild it when a source changes, and answer reps with the SOP line; the owner signs.
Builds a playbook for one region, product and audience from approved, in-date modules, the SOPs and the CRM account, using module wording verbatim, adding the region's mandatory text and returning every section with its sources. When a source changes it rebuilds only the changed section.
Watches product information, SOPs and modules for new versions, expiry and withdrawal, finds every live playbook built from them, compares the quoted wording and proposes the replacement module.
Checks every assembled or rebuilt playbook before sign-off: approved and in-date modules only, region match, the current mandatory text, and no sentence that cannot be traced to a module or source.
Answers reps' questions from the current SOPs and product information, opening with the SOP line and citing every statement, and offers the approved wording where one exists.
Publishes a signed playbook to the CRM account tab and the next call plan of every rep in the territory, records the version published and keeps earlier versions in history.
Signs before it goes live. The agents propose; a named person decides.
Ask which playbooks a change touches, where a section came from, or how reps use a playbook — or say what to change. Answers about content cite the SOP or product information passage.
Which playbooks does the new SOP-COM-031 change?
Version 5, approved today by Dr. Maya Chen, adds one line to section 5.2: a pen kept outside the labelled storage is also logged as a product quality complaint within 24 hours. 12 playbooks are built from it — Veltrimab for hospital pharmacists and infusion nurses in Germany, France, Spain, Italy, the UK and the Nordics, 34 account editions. Only their Storage and handling section changes. The US playbooks use SOP-US-031 and are not affected.
Which playbooks still quote the old stability wording?
Four published playbooks quote version 6 of the Veltrimab product information — 4 hours at room temperature after dilution. Version 7 says 8 hours. They are PB-2038 Germany · Infusion nurse (31 reps), PB-2033 Italy · Hospital pharmacist (16), PB-2031 Spain · Hospital pharmacist (14) and PB-2027 UK · Hospital pharmacist (21).
Hold content that expires within 30 days
Rule changed: modules expiring within 30 days (was 14) are now left out of new playbooks. That holds 23 modules today, including DE-VEL-0412 (expires Oct 28). Existing playbooks keep them until the freshness check swaps them out. The change is in Settings and on the audit trail.
How are reps using the Germany gastroenterologist playbook?
PB-2046 has been opened 318 times by 22 reps since Oct 2. The most opened sections are Open with (204), Questions they may ask (166) and Stay on label (97). Reps also asked the assistant 41 questions from this playbook, mostly about dosing intervals.
13 screens from the working solution, on its sample data. Pick one to see it large.
The content rules, approvers and assistant behaviour are settings, applied every time a playbook is assembled and recorded on the audit trail.
| Setting | Default | Choose from |
|---|---|---|
| Use approved, in-date content only | On — required | Locked on: draft, in-review, expired and withdrawn modules are never used |
| Hold content that is about to expire | 14 days | Up or down a week at a time; modules expiring within the window are left out of new playbooks |
| Add the region's mandatory text automatically | On | Pflichttext, mentions légales, prescribing information or safety information |
| Keep playbooks current | On | Re-check every live playbook when product information, an SOP or a module changes |
| Medical review · Legal and regulatory review | Dr. Maya Chen · Omar Haddad | Dr. Maya Chen or Dr. Felix Brandt · Omar Haddad or Sofia Marchetti |
| Playbook sign-off | Playbook owner | Playbook owner · Playbook owner + Medical |
| SOP assistant | Cited answers only; off-label to Medical Information | Answer only from SOPs and current product information · No answer without a citation · Route off-label questions to Medical Information |
| Publish to CRM | Account and call plan | Account and call plan · Account only |
Every figure is labelled: a target the solution is built to, an estimate, a typical published result, or a proven one.
“demo” = seen in the working solution, on its sample data · “proven” = user acceptance testing at a global medtech manufacturer (70% faster playbook creation) · “target” = the design goal, measured in the live solution · “estimated” = our estimate · “typical” = published figures (Improvado MLR review guide 2026 and Freyr — 15–45 days per MLR review cycle; Aberdeen, cited by ClearSlide — 440 hours a year on content, general B2B; Manhattan Research ePharma Physician, cited by Fierce Pharma — 62–68% of visit time repeats known information). People, products, hospitals, SOPs and documents named on this page are fictional — characters and sample data in the working solution.
Software that builds and maintains the playbooks field teams use — what to open with, what to say, what to share, which questions to expect — for each market, product and audience. Sales Playbook Automation builds every playbook from MLR-approved content, the SOPs and the product information, publishes it to CRM after a named owner signs, and rebuilds it when a source changes.
Every playbook records the product information and SOPs it was built from. When a new version is approved, the freshness checker finds every playbook built from it — 12 for SOP-COM-031 version 5 in the working solution — and the assembler rebuilds only the changed section, keeping every other section word for word.
No. The assembler uses approved, in-date modules verbatim and never paraphrases a claim. The compliance check flags any sentence that cannot be traced to a module or source, and any new wording goes back to Medical and Legal review.
Yes. The region's mandatory text is added to every playbook — Pflichttext in Germany, mentions légales in France, prescribing information in the UK, Important Safety Information in the US — and the compliance check confirms it is the current version.
Reps ask the SOP assistant from the playbook or the CRM account page. It answers only from current SOPs and product information, opens with the SOP line and cites every statement. Off-label questions, such as use in children, go to Medical Information, and adverse events prompt the 24-hour report.
Yes. The agents assemble, check and propose; the playbook owner signs every new or rebuilt playbook with a password and reason, and sign-off can require Medical too. Nothing reaches CRM unsigned, and every step and signature is on the audit trail.
Yes. The expiry hold, automatic mandatory text, keeping playbooks current, the medical, legal and information-officer approvers, the sign-off mode, the assistant's rules and languages, and where playbooks publish in CRM are all settings.
The Agentic Solution Engine builds and deploys it from your requirements and documents — your content library, SOPs, product information and CRM territories — and it goes live once every quality gate has passed. We will walk you through it on your own playbooks first.
The quarterly risk narrative drafted in minutes, every figure from a live query
1-min demoChargeback ProcessingEvery chargeback claim read first, each verdict with its rule and evidence
1-min demoPromotional Claims SubstantiationEvery claim tied to the page that supports it before MLR review
1-min demoWe'll run Sales Playbook Automation on a sample of your own approved content and SOPs.