Dendrite takes its integrated CRM medicine

Pharmaceutical technology company Dendrite has teamed up with Oracle to deliver what they claim is the industry's first...

Pharmaceutical technology company Dendrite has teamed up with Oracle to deliver what they claim is the industry's first integrated CRM solution for the worldwide pharmaceutical industry.

The agreement will see Oracle's E-Business Suite integrated with Dendrite's WebForce Sales Force Effectiveness application. With pharmaceutical companies typically spending nearly a third of their income on sales and marketing, the new product is aimed at providing companies with specialised CRM capabilities.

"This is an unusual occurrence because of the complexity of the pharmaceutical industry,' says John Bailye, chairman and CEO of Dendrite. "Companies demand a totally different type of salesforce automation system, and it means getting the right message, at the right time, to the right customer. We got together with Oracle, because our mutual customers told us to do it, and we listened. It's faster and cheaper, but it will also allow companies to exploit the potential of the internet."

Using Dendrite's analytical data and services, the new product will allow companies to assess information on prescribers, products, and patients, as part of sales and marketing initiatives. It claims to optimise sales and marketing return on investment by integrating marketing, sales and customer service activities through patient, doctor and pharmacy contacts, via web, phone, field sales and e-mail.

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