Multimedia News Release - Dendrite Launches Analytically Driven Interactive
Marketing Business to Enhance Pharmaceutical Promotional Effectiveness
Appoints Rick Rose Vice President and General Manager of New Business
MORRISTOWN, N.J., Dec. 11 /PRNewswire-FirstCall/ -- To meet the pharmaceutical
industry's increasing demands for more effectively targeted promotional efforts,
Dendrite International, Inc. , today announced the launch of its new
analytically driven Interactive Marketing (IM) business, and the appointment of
Rick Rose as head of this unit.
To view the Multimedia News Release, go to:
http://www.prnewswire.com/mnr/dendrite/11653/ Mr. Rose previously served as Dendrite's Vice President of Corporate Sales and
Marketing, as well as Vice President of CRM Solutions. He also managed all
global sales and operational aspects of a major pharmaceutical client's sales
force automation installation, including technical operations, product
development, help desk, hardware services, and image management.
Analytically Driven Interactive Marketing Business Created Dendrite's new IM business is dedicated to enhancing the effectiveness and
efficiency of pharmaceutical industry direct-to-physician promotional
activities. "In today's competitive environment, pharmaceutical companies are
demanding much greater ROI and coordination from promotional activities to
physician customers," said Paul Zaffaroni, Dendrite President and COO. "By
combining our longitudinal prescription data and advanced analytics with our new
IM capabilities, we can help clients better target and segment customers, select
the proper combination of marketing channels, and precisely measure the impact
and ROI of promotional programs." Effective Targeting and Segmentation Pharmaceutical direct-to-physician marketing efforts have typically been
isolated from other customer-centric activities, including those conducted by
field sales forces. "A disjointed relationship exists between pharmaceutical
sales teams and direct-to-physician marketing," said Rick Rose, Dendrite IM Vice
President and General Manager. "While the pharmaceutical industry has made
significant investments in direct-to-physician promotions, the sales force is
generally uninformed about their timing or end results. Dendrite's ability to
link home office-conducted marketing campaigns with field force activities
through our information, software, and service solutions makes these efforts
more coordinated and therefore more effective." Using its ScripMax(TM) longitudinal prescription data (LPD), Dendrite can help
companies identify, segment, and target an audience through detailed analysis of
physician prescribing patterns and patient populations. ScripMax includes over
four billion HIPAA-compliant prescription records, with more than 150 million
new government, cash, and third-party prescriptions added monthly from its
pharmacy consortium partners. This group of demographically and geographically
diverse retail pharmacies now represents well over half of all U.S. drugstores,
including several major chains and over half of all independent retailers.
ROI Delivered Through Multi-Channel Marketing Traditionally, pharmaceutical companies seeking to deploy multiple promotional
channels have been forced to combine disjointed solutions from various
providers, which ultimately cost more time, money, and resources to execute than
utilizing those from a single company. By using Dendrite's unique "One-Source"
programs, pharmaceutical companies can benefit from a single-provider approach
and outsource all aspects of their marketing programs.
Dendrite IM provides targeted prospect identification and list development,
leading-edge telecommunication services that include outbound programs
encompassing dialogue between medical professionals, as well as inbound programs
that support patients, healthcare professionals, and professional sales
organizations.
IM services help pharmaceutical companies gain access and maximize their
exposure to their audiences. For territories without a sales representative,
Dendrite's Vacant Territory Management service helps customers maintain contact
with practitioners and secure market share from otherwise unopposed competitive
messages. Sampling services ensure that prescribers have adequate supplies of
samples of clients' products to distribute with prescriptions to patients,
protecting clients' mind share within their customer base.
Program Impact Measurement Using traditional prescription-based data, which typically only provides
information on market share and volume, pharmaceutical companies have had
difficulty accurately measuring the impact of direct-to-physician promotional
activity on subsequent prescriber behavior. Using ScripMax, Dendrite IM can
conduct detailed promotional-response analyses on resulting patterns of key
prescribing or therapy activity down to the individual prescriber level. Pharmaceutical companies can then make informed decisions based on this market
intelligence in order to fine-tune ongoing programs and launch highly targeted
future activities.
Using traditional prescription-based data, which typically only provides
information on market share and volume, pharmaceutical companies have had
difficulty accurately measuring the impact of direct-to-physician promotional
activity on subsequent prescriber behavior. Using ScripMax, Dendrite IM can
conduct detailed promotional-response analyses on resulting patterns of key
prescribing or therapy activity down to the individual prescriber level. Pharmaceutical companies can then make informed decisions based on this market
intelligence in order to fine-tune ongoing programs and launch highly targeted
future activities.
About Dendrite Dendrite develops and delivers solutions that increase the productivity of
sales, marketing, and clinical research for pharmaceutical and other life
science clients. For more information, visit http://www.dendrite.com/.
Media Inquiries
Erik Kopp
908-541-5850
Shannon McSweeney
PFS Marketwyse
973-812-8883 Ext. 249
Note: Dendrite is a registered trademark of Dendrite International, Inc.
The foregoing contains forward-looking statements within the meaning of The
Private Securities Litigation Reform Act of 1995. The statements may be
identified by such forward-looking terminology as "expect," "believe," "may,"
"will," "intend," "plan," and similar statements or variations. All of our
"outlook" information, including future revenues, margins, earnings and earnings
per share, cash flows and cash balances, cost savings and synergies, and other
future financial and operating measures, constitute forward-looking information. Such forward-looking statements involve significant risks and uncertainties,
including those which may result from our dependence on the pharmaceutical
industry; dependence on major customers; economic pressures and legislative and
regulatory impact on our customers; fluctuations in quarterly revenues due to
lengthy sales and implementation cycles for our products; our fixed expenses in
relation to fluctuating revenues; interest rates and foreign currency exchange
rate fluctuations; successful and timely development and introduction of new
products and versions; rapid technological changes; increased competition;
timing of the execution and implementation of customer contracts, including
potentially longer decision-making cycles by customers; international
operations; our ability to attract and retain key personnel; the protection of
our proprietary technology; our ability to compete in the Internet-related
products and services market; the continued demand for Internet-related products
and services; the ability of our third party vendors to respond to technological
change; our ability to maintain our relationships with third party vendors;
results from strategic relationships; increasing geopolitical concerns around
the world and their impact on the world economies in which we operate;
catastrophic events which could negatively affect our information technology
infrastructure; difficulties disposing of certain of our facilities; unexpected
changes in accounting regulations, standards or interpretations; and our ability
to timely and successfully integrate our acquisitions, including Synavant, and
our ability to successfully achieve and realize the planned cost savings and
synergies from such acquisitions. Other important factors that should be
considered are included in the "Factors That May Affect Future Operating
Results" section of the Company's 10-K, 10-Qs, and other reports filed with the
SEC. Actual results may differ materially. The Company assumes no obligation
for updating or revising any such forward-looking statements to reflect actual
results, new information, changes in assumptions or other changes or
circumstances affecting such forward-looking statements. http://www.prnewswire.com/mnr/dendrite/11653DATASOURCE: Dendrite CONTACT: Erik Kopp of Dendrite, +1-908-541-5850, ; or Shannon McSweeney of PFS Marketwyse, +1-973-812-8883, Ext. 249, , for Dendrite Web site: http://www.dendrite.com/
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