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Oracle and Dendrite Prescribe Integrated CRM Solution

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Posted June 15, 2001 By EnterpriseAppsToday.com Staff     Feedback

A collaborative effort produces an application designed to enable pharmaceutical companies to seamlessly integrate marketing, sales and customer service activities.

by eCRMGuide.com Staff

Oracle Corp., global e-business software provider, and Dendrite, specialists in worldwide pharmaceutical technology, are collaborating on an industry-specific customer relationship management (CRM) solution.

The combination of the Oracle® E-Business Suite with Dendrite's WebForceTM Sales Force Effectiveness application will enable pharmaceutical companies to seamlessly integrate marketing, sales and customer service activities through all touch-points -- patient, doctor and pharmacy -- via the Web, phone, field sales and e-mail.

"The needs of the pharmaceutical industry are unique and require specialized functionality," said Mark Barrenechea, senior vice president, applications development. "Integration between the Oracle E-Business Suite and Dendrite's WebForce will give pharmaceutical companies a new opportunity to tightly integrate their specific CRM activities with the rest of the organization."

The combined efforts will allow companies to assess data on prescribers, products and patients to improve sales and marketing initiatives. Using Dendrite's linked prescription data, information regarding proprietary predictive behavior models can help companies understand physicians' prescribing behavior. Additionally, the Oracle E-Business Suite allows companies to integrate CRM operations with back-end applications, such as procurement, financials and human resources.

John Bailye, chairman and CEO of Dendrite, states, "The sales force is the main point of customer contact in the pharmaceutical industry today. However, pharmaceutical companies recognize that they must combine information from the sales force with all other customer contacts to maximize their market potential. By adding the analytically driven component of the solution, Oracle and Dendrite will enable companies to execute specifically targeted campaigns and improve customer relationships in a way not possible before, allowing them to realize the true benefits of an effective eCRM (electronic customer relationship management) system based on real pharmaceutical industry knowledge."

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