16 July 2026 · 8 min read
Every promotional material a UK pharma company produces has to clear medical, legal, and regulatory review before it reaches a healthcare professional or patient. That process exists for good reason — the ABPI Code of Practice sets a high bar, and rightly so. But the process itself is slow, manual, and inconsistent. Brand teams submit materials that aren't ready. Reviewers catch the same categories of issue, run the same substantiation checks, cycle after cycle. Materials bounce between medical, legal, and regulatory reviewers for weeks before sign-off.
PrimusReview was built to fix the part of that process that shouldn't need a human the first time round: catching the obvious issues before formal review even begins. Here's what it actually does.
Upload a PDF, PowerPoint, image, or text document. PrimusReview extracts the content — including text embedded in slide images and charts — and reviews it against the 2024 ABPI Code of Practice. It checks claims for substantiation, flags misleading comparisons and superlatives, verifies mandatory inclusions like adverse event reporting statements and job bag references, and calibrates its review to your material type — HCP promotional, consumer-facing, non-promotional medical, medical education, market access, market research, or internal training all get different standards applied.
Every flag comes with the exact clause reference, the specific text excerpt, a plain-English description of the issue, and a concrete suggestion for how to resolve it. No vague warnings — just the same level of specificity a qualified reviewer would give you.
Recorded webinars, HCP presentations, and promotional videos get the same rigour. Upload a recording (up to 30 minutes), and PrimusReview transcribes the spoken content with timestamps, then reviews what's actually said against the ABPI Code. Every flag references the exact moment in the recording it relates to, so reviewers can jump straight to it rather than scrubbing through footage. This is available on our Professional Plus plan.
Agencies working across multiple pharma clients need reviews calibrated to each client's own standards, not just the ABPI Code. PrimusReview lets you create a company profile, upload that client's SOPs, templates, and brand guidelines to your source library, and select the company at review time. The AI reasons against those company-specific documents alongside the ABPI Code baseline — so a Roche review reflects Roche's SOPs, and an AbbVie review reflects AbbVie's.
Not every flag needs the same attention. PrimusReview lets you filter by severity - high, medium, low — and by issue type, from substantiation and balance to disguised promotion and mandatory inclusions. Reviewers can focus their time exactly where it's needed instead of reading through every flag in order.
Materials go through multiple rounds of amends. PrimusReview lets you upload a revised version of any document and links it as the next version of the same review, so you can compare v1, v2, and v3 side by side — a complete audit trail across the whole revision cycle.
Every flag can be annotated with a status — Open, Actioned, Disagree, or Escalated — and supports multiple timestamped comments, so reviewers can document exactly why they accepted or pushed back on a finding. The overall review can be marked Draft, In Review, Needs Update, or Approved. When you're ready, export the full review — flags, annotations, comments, and status — to a clean PDF ready to upload to PromoMats as part of your formal audit trail.
Documents are processed server-side with encryption in transit and at rest, row-level security ensuring no cross-user data access, and a full published sub-processor list. We're transparent about how our AI works, its known limitations, and the human-in-the-loop safeguards built into every review — because a first-pass AI tool should never be mistaken for a qualified reviewer's sign-off.
Starter, Professional, and Professional Plus plans scale from individual medical writers to agencies running high-volume MLR cycles across multiple clients. All plans start with 5 free reviews — no credit card required.
5 free reviews included. No credit card required.
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