Dendrite Buys Optas for $12 Million

Dendrite International Inc., a provider of sales, marketing and clinical solutions for the pharmaceutical industry, said yesterday that it has acquired Optas Inc. for $12 million.

Founded in 1997, Optas is a privacy-safe database marketing software and services company serving the pharmaceutical and health industries. Optas will become a division of Dendrite International, which is based in Bedminster, NJ.

Dendrite and Optas are already deployed together in a large pharmaceutical company where Optas enables physicians to direct patients into an educational program, and Dendrite provides a personalized patient medical support center where patients speak to medical professionals who complement and support the prescribing doctor's own initiatives. Both elements are orchestrated through Optas' campaign management tool.

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