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Sanofi-Synthelabo and Bayer Belgium Extend Partnership with Dendrite

Strategic Insights

— 2 min read

Sanofi-Synthelabo and Bayer Belgium have announced a significant partnership with Dendrite, a leading global provider of sales force effectiveness (SFE) solutions. The two pharmaceutical companies have signed three-year licensing agreements with Dendrite, cementing their commitment to leveraging advanced technology and expertise to drive sales success.

Sanofi-Synthelabo, the second-largest French pharmaceutical company, chose Dendrite's SalesPlus Europe division to support their objectives following a merger with Synthelabo. The company's business manager, Daniel Falque, emphasized the need for a comprehensive package of proven software and services to support their sales representatives in a competitive market. Dendrite's Chairman and CEO, John Bailye, welcomed the partnership, highlighting the importance of SalesPlus in providing essential tools and capabilities for Sanofi-Synthelabo's sales representatives.

Bayer Belgium, a subsidiary of Bayer, has also extended its licensing agreement with SalesPlus Europe for an additional three years. The company's Health Care Division Manager, Dr Jean-Philippe Milon, praised the software and support services provided by Dendrite, emphasizing the company's focus on the vertical pharmaceutical market and its understanding of Bayer's specific markets.

Sanofi-Synthelabo's profile is impressive, with a 2nd ranking amongst pharmaceutical groups in France, 6th in Europe, and 18th globally. The company boasts a diverse therapeutic area portfolio and a strong presence in over 100 countries, with a sales force of 8,750 and R&D expenditure of FRF 5.6 billion in 1998.

Bayer, with its extensive range of pharmaceutical products, is an international research-based group with a significant presence in various markets. The company has a large workforce, with over 145,000 employees worldwide, and a robust commitment to innovation, with DM 8.1 billion earmarked for capital expenditures and a record DM 6.2 billion budgeted for research and development in 1997.

Key Takeaways:

  • Sanofi-Synthelabo has partnered with Dendrite to enhance their sales force effectiveness with the SalesPlus Europe solution.
  • The partnership underscores the importance of leveraging advanced technology and expertise to drive sales success in a competitive market.
  • Dendrite's SalesPlus Europe division was chosen to replace Walsh, Sanofi-Synthelabo's previous sales force effectiveness provider.
  • The extension of Bayer Belgium's licensing agreement with Dendrite's SalesPlus Europe emphasizes the company's commitment to innovation and its trust in Dendrite's solutions.
  • Sanofi-Synthelabo's merger with Synthelabo led to a comprehensive search for a reputable system to support their sales representatives.
  • Dendrite's SalesPlus will provide essential tools and capabilities necessary to increase the effectiveness of Sanofi-Synthelabo's sales representatives.
  • Bayer Belgium's extension of their licensing agreement with SalesPlus Europe underscores the company's confidence in Dendrite's solutions.
  • The partnership will enable Sanofi-Synthelabo and Bayer Belgium to improve their sales success and competitiveness in the market.

Statistics:

  • Sanofi-Synthelabo's sales would have generated FRF 35 billion in 1998.
  • The company has a total staff of 33,000, including a sales force of 8,750.
  • With R&D expenditure totaling FRF 5.6 billion in 1998, Sanofi-Synthelabo has around 5,000 scientists and support staff working in 15 R&D centers worldwide.
  • Bayer is an international research-based group with more than 145,000 employees worldwide.
  • Bayer recorded income before taxes of DM 5.1 billion on sales of DM 55 billion in 1997.
  • The company has a strong commitment to innovation, with DM 8.1 billion earmarked for capital expenditures and a record DM 6.2 billion budgeted for research and development in 1997.

Sources:

  • Sanofi-Synthelabo Selects Dendrite's SFE Solution for Belgian Sales Force, Replacing Premier from IMS. (1999, July 6). Business Wire.
  • Bayer. (1997). Annual Report 1997.

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