Dendrite announces significant business expansion within its customer base.

MORRISTOWN, N.J.--(BUSINESS WIRE)--Sept. 11, 1996--Dendrite International, Inc. (NASDAQ/NMS:DRTE), the largest worldwide supplier of enterprise-wide customer management solutions for complex selling environments, today announced the expansion of Dendrite's relationship with several key customers.

In the United States, Pfizer Inc.'s Pharmaceuticals Group will be significantly expanding their sales effort with a new sales force. All of these new representatives will be using the Pfizer Dendrite system. The addition of this new sales group will bring Pfizer's U.S. pharmaceutical field sales force, using the Dendrite sales force management system, to more than 3,000 -- one of the largest sales forces in the industry.

Dendrite will also be expanding its existing Services contract with Pfizer to accommodate this change.

In Australia, Hoechst Marion Roussel has announced they will be significantly expanding the number of sales divisions using their existing Dendrite system. As a result of the successful implementation of the Dendrite solution in one of their sales groups earlier this year, Hoechst Marion Roussel New Zealand has also agreed to add their representatives to the Dendrite system.

Glaxo Wellcome in Australia has agreed to expand their existing contract, which is currently with their Pharmaceutical Division, to now include their Consumer Division. Glaxo Wellcome has one of the largest sales forces in Australia and New Zealand.

Upgrade Decisions

After a thorough review and competitive analysis, Pfizer Japan has commenced an upgrade to Dendrite's new Windows based system designed specifically for the Kanji language. This represents the first Windows-based solution in the Japanese market for Dendrite. The Japanese health care system is undergoing structural change. This new product will aid Dendrite customers in responding quickly and effectively to these changes.

A further upgrade for Dendrite was announced with the Bayer Italy program to replace their DOS-based Dendrite system with the Company's Series 6 suite of programs.

Commenting on the new contracts, John Bailye, President and Chief Executive Officer of Dendrite, said "Expanding our relationship with existing customers is an important component of our growth strategy and adding these new users gives us an opportunity to distinguish ourselves as an organization that has the infrastructure and resources to keep pace with our customers' growing and ever-changing business needs. The upgrade decisions also speak to our continued technological leadership and unparalleled support capabilities."

About Dendrite

Dendrite International provides comprehensive enterprisewide customer management solutions used to manage, coordinate and control the activities of large sales organizations in complex selling environments. The Company offers modular software products that are designed to facilitate enterprise- wide communications between all levels of the sales and marketing organization, as well as other functional areas. Most importantly, Dendrite's products convert massive amounts of data into actionable rather than passive information.

Historically, Dendrite has focused primarily on the healthcare sector and has become the largest supplier of customer management systems to the global pharmaceutical industry. Since sales and marketing is one of the highest costs of doing business, pharmaceutical companies are implementing Dendrite's mission-critical solutions in order to better manage their resources in an increasingly competitive environment. In 1995, the Company supported over 23 million sales calls that resulted in over $24 billion in pharmaceutical sales worldwide.

In keeping with its objective of migrating the Dendrite business model to other industries with complex selling environments, the Company has formed a Consumer Business Division to serve the Over-the-Counter Drug, Cosmetics and Consumer Packaged Goods industries worldwide. Headquartered in Morristown, New Jersey, Dendrite employs over 640 people in 11 offices around the world.

CONTACT: John Bailye, President & CEO 

201-425-2111

or

Charles Warczakowski, VP Finance

201-425-2115