It all starts in sales. That’s where Cam Badger got his start, at a pharmaceutical company. He expected to find structure and mentoring in the job, but found “fragmented training, inconsistent training, and no real way to scale learning in a meaningful way,” TechCrunch said.
He spent four years as a sales rep, then a sales trainer, and then worked at a medical startup where he met Bhrugu Giri. The two lamented the number of salespeople in life science companies like pharmaceutical businesses, medical device startups, and others. The duo decided to try and fix this, launching PraxisPro, a sales training platform specifically targeted at the medical field.
They believe that better salespeople will help get more treatments into the hands of doctors, which will ultimately help patients.
“When the commercial interaction with healthcare providers is not effective, patients do not get a fair shot in therapy that can meaningfully change their lives,” Badger, CEO of the company, said.
PraxisPro is set to launch in 2023, although its first product won’t be released until 2025. The company announced Wednesday a $6 million seed round led by AlleyCorp. Others in the round include FlyBridge, South Loop Ventures, and Zeal Capital Partners.
PraxisPro is a stand-alone platform that can also be integrated into enterprise software. It developed a small language model trained on life science data to help every company navigate the nuances and context needed to interact with healthcare providers. From there, the company has created an AI agent that helps commercial sales teams practice communication skills before engaging with customers.
Badger says communication is key in medical sales. So many teams worry about staying compliant, as every company is responsible for ensuring their sales messaging complies with the legal framework. In addition to helping train salespeople to stay compliant, PraxisPro also hopes to do a better job of communicating patient needs with healthcare providers.
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Currently, a salesperson can have 15 interactions with a healthcare provider as part of the sales process. PraxisPro has a conversational AI feature that allows sales reps to practice and plan these interactions and be better prepared for what a negotiation usually entails, including any pushback that may come up.
There are other AI role-playing tools (like Quantified and SmartWinnr), but Badger says they’re different because their company is trained on smaller data sets and specifically focuses on the life sciences sector. The fresh capital will be used for research and development, he said.
In many ways, this is the tool I wished I had when I was working as a sales rep all those years ago. He struggled, he said, and almost lost his job, but managed to become one of the company’s top performers. Now, he wants to lend a hand to others.
“If we can give commercial teams the ability to prepare, train, and participate at a higher level, consistently and responsibly, then we will not only improve commercial operations, but we will help ensure that innovative therapies reach the patients who need them most,” he said.