[September 28, 2004] Dendrite Launches First Source Integrated Marketing Providing Pharmaceutical Companies with Powerful Asset to Expand the Reach to Physicians BEDMINSTER, N.J. --(Business Wire)-- Sept. 28, 2004 -- Dendrite Combines Power of Precision Targeting, Execution and Measurement to Increase Reach and "Share of Voice" Dendrite International, Inc. (NASADAQ: DRTE) a leading provider of clinical, marketing, and sales solutions for the pharmaceutical industry, today announced the launch of First Source Integrated Marketing(TM), an indispensable industry solution to provide pharmaceutical companies with a comprehensive, integrated marketing campaign comprised of targeting, execution and ROI measurement. This solution enables Brand Managers to execute marketing programs with precision and efficiency. First-Source Integrated Marketing is customized for deployment at any point during the brand lifecycle. Whether a company is launching a new brand, defending a brand, responding to changing market conditions or looking to enhance their physician coverage, this integrated solution set provides the right tools to succeed. First Source Integrated Marketing is the latest illustration of Dendrite's leadership in providing solutions which address the rapidly changing dynamics of the pharmaceutical industry. Pharmaceutical companies are increasingly struggling to compete for reach and "share of voice" with key physicians. This requires them to develop a more effective sales and marketing strategy to get their messages to the physicians. First Source Integrated Marketing provides end-to-end components to effectively orchestrate ongoing campaigns through more precise targeting; execution that integrates personal and nonpersonal communications; and ongoing evaluation. One of the key attributes is its enhanced level of market intelligence - one that provides insight into subtle, yet powerful prescriber behaviors allowing for more precise strategic sales and marketing initiatives. First Source Integrated Marketing is comprehensive, fully integrated and flexible, providing the ability to coordinate sales and marketing initiatives to expand their reach with high-valued prescribers. Components comprising First Source Integrated Marketing include: -- Precise Targeting: First-Source Integrated Marketing can utilize traditional decile or specialty lists to segment and target. However, an improved targeting methodology is typically achieved through the analysis of prescriber behavior, such as Brand Starts, Titration and Switching. Dendrite applies algorithms to Longitudinal Prescription Data (LPD) - prescription data linked across time at the anonymous patient-level. LPD gives insight into powerful prescriber behaviors that drive market share while precisely identifying segment physicians with the highest propensity for brand adoption. By focusing awareness and adoption messages on critical prescriber segments like early adopters and switchers, First-Source Integrated Marketing enables users to rapidly build market share. -- Precise Execution: First Source Integrated Marketing also provides a comprehensive set of promotional tactics- both personal (field delivered messages) and non-personal (direct to prescriber interventions such as sampling, alternative sampling, direct mail, e-channel initiatives and peer-to-peer dialogue) that enable pharmaceutical companies to speed brand adoption or sustain market position against competitors. This arsenal of weapons, which is designed to drive effective campaign execution, includes tools for generating awareness, educating patients, reinforcing prescriber behavior and creating synergy with the sales force. -- Precise Measurement: First Source Integrated Marketing provides a precise measurement and response mechanism allowing for rapid adjustments, as necessary. In addition to providing timely reporting and ROI analytics, effectiveness measurement gives pharmaceutical companies a greater ability to read and react to prescriber behavior as it impacts the specific brand. This allows them to refine and adjust their tactics even within a limited time-frame, like a product launch. As a result companies will have the ability to turn this up-to-the date information into actionable, applied knowledge by quickly implementing a revised set of tactics. "Companies leveraging First Source Integrated Marketing will have a dramatic competitive advantage - the ability to deliver highly targeted, accurate campaigns - a critically important advantage in an industry where the face time with physicians is shrinking daily and key messages tend to get lost in a large mix of promotion." said Rick Rose, VP and General Manager of Dendrite's Interactive Marketing Division. "Multichannel CRM can deliver a huge competitive advantage to those pharmas that can target physicians with the right message at the right time and through the right medium," said Dale Hagemeyer at Gartner. "Integrating analytics with campaigns is what makes it 'right'. Adding the power of longitudinal data to the analytics enhances the capabilities ever further from 'right' to 'right on'." About Dendrite Life Sciences companies can look to Dendrite as their first source for expert, integrated global solutions that enhance the effectiveness of marketing, sales and clinical trial programs. For more information, visit www.dendrite.com/growbrand . -0- *T Media Inquiries Palmer Reuther Racepoint Group, Inc. 781-487-4606 [email protected] *T 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 "outlook" information constitutes forward-looking statements. Such forward-looking statements are based on our current expectations, estimates, assumptions and projections and involve certain 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; successful and timely development and introduction of new products and versions; rapid technological changes; increased competition; international operations; acquisitions; 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; risks associated with events that may affect the world economy, including terrorism, military action in the Middle East or threat of other hostilities in the Middle East, Asia and other geographical regions; catastrophic events which could negatively affect our information technology infrastructure; difficulties disposing of certain of our facilities; and unexpected changes in accounting regulations, standards or interpretations. Other important factors that should be considered are included in 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 any such forward-looking statements to reflect actual results, changes in assumptions or other changes affecting such forward-looking statements. [ Back To TMCnet.com's Homepage ]