Cegedim deepens multichannel CRM capabilities with an e-detailer acquisition

Purchase of Paris-based Kadrige reinforces SaaS-based multichannel marketing

Cegedim Relationship Management (Paris; US HQ in Bedminster, NJ) has acquired Kadrige, a provider of e-detailing and collaborative tools for life sciences sales operations. The company says that Kadrige will be “seamlessly” integrated into Cegedim’s Mobile Intelligence customer-relationship management (CRM) solution. No purchase price was disclosed.

Cegedim’s press release announcing the acquisition emphasizes the expansion of multichannel capabilities that Kadrige will add. Kadrige provides e-detailing (remote sales calls), training and collaborative interactions between customers and reps, medical science liaisons, clinical educators and others. A year ago, it announced Keo Mobile, which brought those capabilities to smartphone and interactive-tablet platforms. For its part, Cegedim links its Mobile Intelligence solution to OneKey, a global master-data management resource, built-in capabilities for managing multimedia presentations, and a Contact Center function to capture telephone-based communications in the CRM system.

Kadrige is based in Paris; its products are widely used in Europe and elsewhere. In 2011, it announced the opening of a US office, and later a business partnership with Quintiles, which provides contract sales and support services; that partnership will continue, says Cegedim.