Close-Up International Acquires MobileDotRep, Intensifying Pharma CRM Competition

Close-Up International Acquires MobileDotRep, Intensifying Pharma CRM Competition

Close-Up International, a global provider of AI-powered CRM, data analytics, and business intelligence solutions for the life sciences industry, announced on September 16, 2025, its acquisition of MobileDotRep, a privately held, innovative Pharma CRM provider. This strategic move is intended to significantly expand Close-Up International's presence in the U.S. pharma CRM market and directly position it against established players such as Veeva Systems (VEEV) and Salesforce (CRM). The financial terms of the acquisition were not disclosed.

Strategic Expansion in a Shifting Market

The acquisition of MobileDotRep, based in Thousand Oaks, CA, represents a calculated maneuver by Close-Up International to capitalize on evolving dynamics within the pharmaceutical CRM landscape. With over 55 years in the market, Close-Up International serves more than 650 healthcare clients across 50 countries and maintains 47,000 active CRM users, ranking it among the top three global pharma CRM providers. MobileDotRep contributes expertise in predictive analytics, actionable insights, and personalized engagement, particularly beneficial for rare disease and specialty pharma companies.

The strategic rationale is underpinned by the impending "separation of Veeva and Salesforce," where Veeva Systems will transition its CRM operations to its proprietary Vault platform by September 2025, ceasing its OEM agreement with Salesforce. This shift creates a significant opportunity for other market participants. Robert Thomas, Chief Commercial Officer of Close-Up International, stated, "The acquisition presents a tremendous opportunity for Close-Up to expand its success in converting CRM clients in the United States, particularly in light of the separation of Veeva and Salesforce." Kosta Tzavaras, General Manager of MobileDotRep, expressed enthusiasm for combining their technology platforms and industry best practices.

Competitive Realignment and Market Implications

This acquisition is poised to intensify competition within the U.S. pharma CRM market. Close-Up International aims to become a "compelling option and disruptor" to Veeva and Salesforce by leveraging its proprietary AI-powered CRM platform, which offers advanced functionality, AI intelligence, a 360-degree view of Healthcare Professionals (HCPs), and unparalleled flexibility for adaptation to specific business strategies. The integration with MobileDotRep is expected to accelerate the delivery of new AI functionalities, including enhanced "Next Best Action" features that analyze prescribing behavior and market access data.

The broader market implications stem from the strategic divergence of Veeva and Salesforce. Veeva's strategy emphasizes deep vertical integration and specialization within life sciences. Its Vault CRM commands approximately 80% of the life sciences CRM market and is designed for complex regulatory and operational needs. In contrast, Salesforce is pursuing an "open ecosystem" approach with its Life Sciences Cloud, scheduled for general availability in October 2025, and an expanded partnership with IQVIA to integrate data and insights. This environment fosters direct competition between two distinct visions: Veeva's specialized vertical focus versus Salesforce's broad enterprise and open-platform strategy.

The increased competition is expected to drive further innovation, potentially leading to more advanced and cost-effective CRM solutions for pharmaceutical companies. This development also highlights a broader trend toward more sophisticated, data-driven, and AI-powered tools for pharmaceutical companies to engage with HCPs.

Financial Context of Key Market Players

While specific financial details of the Close-Up International acquisition of MobileDotRep were not disclosed, a review of the publicly traded competitors, Veeva Systems (VEEV) and Salesforce (CRM), provides market context.

Veeva Systems (VEEV):

• Reported fiscal Q2 2026 revenue of $789 million.
• Maintains a long-term revenue plan of $6 billion.
• Q1 fiscal 2026 non-GAAP EPS soared 31.3% year-over-year on 16.7% higher revenues.
• Operating margin of 46.1% in Q1 fiscal 2026.
• Trades at 35.92 times forward earnings and a Price-to-Book ratio of 7.50X.

Salesforce (CRM):

• Trailing twelve-month revenue of $38.59 billion.
• One-year revenue growth rate of 9.5% and a five-year compound annual growth rate (CAGR) of 14.6%.
• Operating margin of 20.54% and a net margin of 16.08%.
• Trades at 22.98 times forward earnings and a Price-to-Book ratio of 4.15X.

The financial implications of the Veeva-Salesforce split are substantial, with Veeva aiming to eliminate licensing fees and gain control of its product roadmap, while Salesforce seeks to replace lost royalty revenue. This strategic realignment is viewed as the industry's largest platform migration, prompting thousands of life sciences teams to reassess their technology stacks.

Looking Ahead

The acquisition positions Close-Up International as a more formidable contender in the pharma CRM space, particularly in the U.S. market. The ongoing competitive dynamics following the Veeva-Salesforce separation will likely accelerate innovation in AI-powered CRM solutions. Market participants will closely monitor how pharmaceutical companies adapt to these shifting platforms, the speed of migration to new systems, and the overall impact on market share distribution among Close-Up International, Veeva Systems, and Salesforce. The focus on specialized solutions for rare disease and specialty pharma companies, driven by advanced AI capabilities, suggests a continued trend towards tailored rather than broad-market approaches in the highly regulated life sciences sector.