Microsoft partner Proscape has developed a customer relationship management system that it says makes pharmaceutical sales representatives work more efficiently.

Proscape Technologies co-founder and President Derek Pollack said the closed-loop marketing system takes into account the potential physician customer’s profile before the sales call happens and also gathers, analyzes and delivers data during and after the sales call to show the sales rep what techniques, strategies and tools are most effective for that customer. Proscape gave a presentation during the Microsoft Health and Life Sciences Developer forum April 24 in Atlantic City, N.J.

The Proscape closed-loop marketing system has Microsoft Dynamics CRM 4.0 as its foundation, Pollack said. The latest version, Proscape 6, rolled out April 10.

Sanjay Jain, Microsoft CRM Dynamics ISV architect evangelist, said Dynamics offers sales, marketing, services and activity tracking, as well as reporting and analytics functionality comparable to CRM suites from Siebel and Salesforce.com, but that the competitive differentiator is the platform capabilities.

"We also give you a tool kit to extend your application on top of the platform, whether or not that application is CRM-related," he said.

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