Major Pharmaceutical Company Deploys Dendrite Marketing Solutions to Address Valuable Market Not Served by Sales Reps
biz.yahoo.com
Monday December 19, 8:00 am ET
New Relationship Marketing Solution from Dendrite to Enable Building Brand Loyalty
BEDMINSTER, N.J.--(BUSINESS WIRE)--Dec. 19, 2005--Dendrite International, Inc. (NASDAQ: DRTE) a leading provider of sales, marketing, clinical and compliance solutions for the life science and pharmaceutical industries, today announced a comprehensive agreement with a major pharmaceutical company's subsidiary seeking marketing solutions to expand reach among prescribers not currently contacted by direct sales representatives to grow revenue for a mature, $1 billion brand. The Dendrite marketing solutions adopted by the company are aimed at using behavioral patterns to market and to build brand loyalty among the highest value prescribers, deploying efficient non-personal promotions, and installing a relationship marketing tool to track campaign results.
Based on specific prescribing behavior found in longitudinal data, Dendrite will help this customer identify and segment physicians, physician assistants and nurse practitioners not currently on the direct sales team's plan of action, but who represent high market potential. Utilizing Dendrite's on-staff physicians and nurse practitioners, the targeted prescribers will be contacted directly, with a highly specific educational and on-going support program. The objective is to service their important physicians to the greatest extent possible, without direct sales calls. Results of the program will be tracked and measured through Dendrite's relationship management solution, Optas(TM), to enable continuous, on-going adjustments to the program to maximize its value to the physicians and their customers.
With the adoption of the Optas Campaign and Relationship Management platform, this customer will be able to manage marketing efforts with greater transparency and visibility across not only this single brand, but across the entire product portfolio.
The ability to rapidly see the results of specific tactics, whether executed simultaneously or in isolation, will enable this customer to manage marketing spend in a more effective, targeted fashion, allocating dollars to those activities that maximize effectiveness versus those that show little or no return.
Today Dendrite offers customers integrated physician-centric programs that complement the sales call plans. "Dendrite's physician-centric programs enable our customers to better pinpoint the right prescribers and execute a highly-efficient channel to reach them," said Rick Rose, vice president and general manager, marketing solutions at Dendrite. "More importantly, with the Optas relationship marketing platform, they will be able to manage the program with much greater visibility and be able to react to its success on a real-time basis." |
