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April 03, 2008
CRM for Pharma Vendor Cegedim Dendrite, Microsoft Expand Ties
By David Sims, TMCnet Contributing EditorCegedim Dendrite, a vendor of CRM and other pharmaceutical industry products, has announced what company officials are calling "an expanded strategic relationship" with Microsoft (News - Alert), to "help ensure brand messages reach prescribers and patients with the greatest impact."
By incorporating functionality from Microsoft SQL Reporting Services, Microsoft Office PerformancePoint Server 2007, and Microsoft SharePoint Server 2007, Cegedim Dendrite's CRM will offer analytical capabilities for pharma firms' sales and marketing.
Subhash Vaid, Vice President, CRM Solutions and Analytics, Cegedim Dendrite, said the alliance with Microsoft "will help those companies turn massive amounts of data into useful information."
Cegedim Dendrite's CRM products are marketed to life sciences companies as sales and marketing tools, helping firms "target prescribers with brand messages by using various e-marketing techniques and providing sales reps with Sales Force Effectiveness tools," Cegedim officials say.
Cegedim Dendrite currently uses Microsoft technology in most of its products. Its flagship SFE product, Mobile Intelligence, is based on the Microsoft .NET (News - Alert) Framework.
"Pharmaceutical companies struggle with turning large amounts of customer data into actionable information for their sales and marketing departments," said Charles Johnson, general manager of Microsoft's Worldwide Manufacturing Group.
Cegedim Dendrite was created in May 2007 when the France-based Cegedim S.A. Group acquired Dendrite International, which sells sales, marketing and regulatory compliance products in more than 80 countries. Cegedim was founded in 1969.
In early March 2007, when the deal was announced, The Associated Press reported that Dendrite's shares surged in Friday trading after the company agreed to be bought
Goldman Sachs analyst Christopher McFadden, who rated Dendrite "Neutral," told the AP Dendrite has "numerous operational issues," but the company will have a better chance of working those problems out as part of a larger business.
"The company may also be able to access additional resources to follow through on its strategy to build out its non-SFA (sales force automation) business," McFadden wrote in a note to investors at the time.
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Communications industry. The library offers white papers, case studies and other documents which are free to registered users. Today’s featured white paper is Migrating Your Messaging System, brought to you by Active Voice.
Communications industry. The library offers white papers, case studies and other documents which are free to registered users. Today’s featured white paper is Migrating Your Messaging System, brought to you by Active Voice.David Sims is a contributing editor for TMCnet. To read more of David’s articles, please visit his columnist page. He also blogs for TMCnet here.