Cegedim Dendrite targets latest challenge of promoting brands

Drug industry services provider Cegedim Dendrite has revealed a more efficient, automated approach for pharmaceutical firms to market their brands to managed care organizations, hospitals and government institutions.

Promoting drug brands to these key accounts is crucial because more than 90% of all prescription medicines pass through the USA's managed care organizations. Today, most of these interactions are managed manually, with key account teams taking a "paper and pencil" approach with little or no coordination. This lack of visibility is especially harmful when an account manager leaves a company, often resulting in little or no relevant information being passed on, the company notes.

The latest version of Cegedim Dendrite's flagship Customer Relationship Management tool, Mobile Intelligence, features a Key Account Management module that allows account teams to collaborate and interact with other parts of the sales organization, which yields a deeper understanding of their customers. The new module also allows pharmaceutical companies to centralize crucial information and communicate it to account managers in the field, the firm claims.