Bayer has licensed Dendrite’s Medicheck support technology for its salesforce in Brazil.
Bayer has agreed to license Dendrite International’s Medicheck product, designed to support the sales representative function, for its sales managers and representatives in Brazil.
Medicheck was designed specifically for use in developing markets, such as Latin America, Asia, Eastern Europe and the Middle East. To serve the needs of these markets, the agreement provides for implementation services, such as training and infrastructure development, along with ongoing services such as hardware administration, technical support and call center services.
Dendrite describes Medicheck as a multi-module, shared information system that enables marketing staffs to rank targeted MDs, track call coverage and frequency, compare rep and manager performance against national records, and maintain a continuously updated record of all physicians.
As pharmaceutical companies begin to increase the amount of attention that they focus on emerging markets, it is important that they invest in tools capable of meeting the unique needs these regions present. For example, in Brazil, less than 1% of the population was connected to the Internet in 2000, increasing the likelihood that sales representatives are relatively unfamiliar with Internet technologies and computers. This leads to issues, both in infrastructure and training, which pharmaceutical companies must address when implementing a new technology in the region.
The fact that the Medicheck product is specifically developed for use in emerging markets and provides for services such as training and infrastructure development renders it a wise choice for deployment in these areas – certainly including Brazil.
