Update Software AG launches CRM tool in the US

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Update CRM Inc., a US subsidiary of Austria-based Update Software AG, launched a CRM tool aimed at life science corporations in the US. The software, called update.revolution, hopes to attract clients looking to avoid high upfront costs and lengthy implementation periods.

Andy Rich, US managing director at Update CRM, said the service allows pharma sales reps to gather information about physicians, and segment them by key opinion leader preference, therapeutic specialty, prescribing habits, and sample tracking. Currently, the software-as-a-service (SaaS) offering is available on traditional tablet PCs, Blackberries and the iPhone. A roll-out for the iPad is expected by the end of the year, said Rich.

Other CRM offerings require extensive consultant fees, year-long implementation periods and difficulties in configuration, said Rich. "We put together a blueprint based on our client's need," he said, adding that "enhancements," or customization and updates to the service are free of charge. Data and information procured through medical affairs, call centers and marketing departments can also be incorporated into the service, according to Rich. 

The update.revolution service can capture a doctor's signature when used on a tablet PC, though other mobile devices — such as the iPhone — are too small for signature capture, said Rich, adding that developers are currently working on a signature capture for the iPad, which involves a pen. That technology is not being developed by Update CRM, but Rich said the company will use it when it becomes available.

Update Software works with several pharmaceutical companies worldwide — including Boehringer Ingelheim and Daiichi-Sankyo — on other CRM programs, and hopes to extend the new update.revolution tool to those clients and others in US, said Rich. The software is hosted through a partnership with IBM, using the latter's cloud computing technology.

Cegedim Dendrite launched its Mobile Intelligence CRM tool for the iPhone and iPad devices in April. Representatives at Cegedim were not available for comment.

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