Agents do the groundwork. Your team makes the call. Axonal captures each commercial decision as a structured Decision Object, with its evidence, assumptions, reasoning and owner intact, and keeps it live as the market moves.
Start with one live question before committing to an annual program. How it works
Commercial teams repeatedly reconstruct the evidence and reasoning behind decisions, especially when markets change or people move on. Axonal preserves that work so teams can respond with context instead of starting over.
Built for high-stakes decisions that need evidence, judgment and a record. A few of the questions teams bring us.
Where the brand stands, against whom, and on what evidence.
What the brand can say, what it cannot, and why the line sits there.
How to answer a readout, a label change or a launch, quickly and defensibly.
Where field effort goes first, and the reasoning behind the list.
How to win coverage, with the value story and payer trade-offs made explicit.
Launch sequencing, brand plan priorities, a market event nobody planned for. If the call matters, bring us a live question.
Drag the timeline to follow one decision. On day 0 a competitor readout becomes an approved decision. On day 38 the competitor's label changes, Axonal spots the broken assumption, pulls the original reasoning and routes the decision back to its owner.
Competitor posts Phase 3 topline: faster onset at week 2 versus our profile.
Linked 11 sources, including the readout, payer advisory notes and HCP research wave 2. In that research, durability is the most-cited reason for switching.
Switch patterns in the top 20 plans are consistent with that finding. Claims show who switched, not why, so I logged this as supporting evidence only.
Three options drafted for the US Brand Lead, who owns this decision. A: hold on durability. B: challenge onset head to head. C: lead on price.
B is unlikely to clear review. Pressure-test A against the payer value story.
A fits the payer value story in 17 of 20 plans. Recommendation: Option A, with B and C rejected and reasons attached. Assumption A1 and a reopen trigger recorded.
Approved. Send the messaging boundary and field brief to medical, legal and regulatory review.
Initial decision. Day 0. A competitor readout lands. Agents gather evidence and draft options, the brand lead makes the call, and the decision goes on the record with an owner, an assumption and a reopen trigger.
Illustrative scenario and timings. Every capability shown, from trigger monitoring to review status, is available in the product today. Strategic approval sits alongside required medical, legal and regulatory review.
A brief, a competitor readout or a planning cycle opens a Decision Object with a named owner.
Evidence is gathered, data is analyzed and options are drafted in parallel, with every claim linked to its source and every interpretation labeled as finding or hypothesis.
Challenge the reasoning, reject options and approve. Assumptions and reopen triggers are written into the record. Required reviews run as they do today.
When new evidence breaks an assumption, Axonal flags the decision, retrieves the original reasoning and routes it to the owner, along with every linked action it affects.
Anonymized pilot engagements, showing the initial strategy work. The walkthrough above illustrates the ongoing monitoring and revision workflow. Benefits as reported by participants and not independently verified.
“The work is immeasurably better than what we might have done before.”
Over 25 years leading life sciences commercialization, as Chief Commercial Officer at Publicis Health and U.S. Life Sciences Practice Leader at Deloitte Digital, Larry Mickelberg kept seeing the same pattern. Decisions were made carefully, then diluted, reinterpreted or rebuilt downstream. He founded Axonal to close that gap.
Who you work withLed by founder and CEO Larry Mickelberg, Axonal brings life sciences commercialization leadership and AI engineering into one team. The people who build the platform also support every deployment, so the team helping you frame decisions understands both the commercial stakes and the technology.
Each Decision Object links to the precedents, evidence and outcomes around it. When brand leads move on or agencies change, the thinking stays with you, and over time it becomes institutional judgment you own.
Illustrative path. Pace varies by program. Reuse across brands, markets and partners follows your permissions and data rights.
A shared commercial vocabulary connects related decisions across brands, functions and years.
Evidence links back to the document or dataset it came from, and interpretations are labeled as findings or hypotheses.
Every engagement begins with a deployment built around a single live question your team is facing. You see the product on real work before any annual commitment.
One high-stakes decision with a deadline: launch positioning, a response to a competitor readout, access strategy for an upcoming plan cycle.
Brand plan, existing research, competitive intelligence, claims or market data. We work with what exists.
4 to 6 weeks
Initial deployment typically takes four to six weeks. Once the workspace and evidence base are established, decision timelines depend on the question and required reviews.
Frames the question with your decision owner, configures the workspace, brings in your documents and builds the first Decision Objects alongside your team.
Runs the workspace day to day for new decisions and revisions, with ongoing support from Axonal.
A successful first engagement meets the acceptance criteria you agree at kickoff. The outcome is defensible, whether that is a decision, a deferral or a call for more evidence. Uncertainty is documented, and every next step has an owner.
Anything else, ask us directly.
A structured record of one commercial decision in five parts: the Decision, its Context, the Evidence behind it, the Reasoning (with assumptions and rejected alternatives) and the Outcomes (with the conditions for reopening it). Each carries an owner, its approvals and its linked actions.
Your next launch decision is already on the calendar. Let's put it on the record.
In a first conversation, we look at your live question, the evidence you have and whether it fits a first engagement.
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