Cegedim Dendrite, provider of customer relationship management software and data to the pharmaceutical industry, has snapped up National Health Service business intelligence group Health Direction, in a move designed to further strengthen its foothold in the healthcare and NHS sectors.

According to Cegedim Dendrite, the purchase of Health Direction will give birth to the “most comprehensive view of the UK healthcare market available,” as it ties together the companies’ different databases offering sales and prescription data at primary care trust, commissioning group and practice level, as well as at an individual level. This will enable more qualified and in-depth analysis to be carried out, and coupled with Cegedim Dendrite’s Market Intelligence solutions will help both the NHS and pharmaceutical clients maximise their return on investment in an environment of constant change, the group claims.

Commenting on the move, Gareth Thomas, regional vice president for Northern Europe at Cegedim Dendrite, said that Health Direction's “customer-centric outlook and targeted skill set are highly reflective of the way Cegedim Dendrite likes to operate and will play a valuable role in reinforcing [the firm’s] position at the forefront of the industry."

And explaining the strategy behind the deal, Duncan Alexander, Managing Director of Health Direction, said: "We have been the market leader within our sector over the past 10 years… however, in order to develop further, we realised we needed to supplement our organisation with a strong sales team. Rather than add additional resource internally we took the opportunity to join an established organisation with a proven track record in customer service and sales that would enable us to continue to focus and expand on our core business."

Terms of the deal were not disclosed.