Media-Soft

Media-Soft is a pharmaceutical CRM and CLM software company founded in 1996, specialising in AI-powered tools for healthcare professional (HCP) engagement and omnichannel commercial excellence. The company serves pharmaceutical businesses of all sizes — from small teams to large enterprises — across 60+ countries, with over 20,000 active users and partnerships with more than 60 pharmaceutical companies. Customers include Gedeon Richter, Worwag Pharma, Swixx BioPharma, Stada, and AOP Health. Since August 2025, Media-Soft has become part of Upliift, a strategic partnership aimed at accelerating international growth and expanding AI capabilities.

The company was founded by Damir Safaric, whose stated focus has been on building pharmacentric CRM and CLM tools and partnering with compatible pharmaceutical organisations rather than pursuing scale for its own sake. Media-Soft's consulting department handles more than 5,000 customer replies per month, and its solutions are used by approximately 25,000 field users per day. The company has been recognised by Everest, Gartner, and IDC among leading pharma CRM vendors, and supports more than 10 charities as part of its corporate responsibility programme. The platform is available in more than 20 languages.

Core Products

• Sales Vision (AI Pharma CRM): The flagship CRM product, used by over 20,000 active users across 60+ countries. It supports omnichannel engagement, manages medical representatives and Key Account Managers (KAMs), and includes rep-triggered email functionality combining precision targeting with personalisation. Sales Vision integrates generative AI to transform HCP interactions into actionable insights.
• BookVision (CLM): A Closed Loop Marketing tool designed to transform content into interactive stories, keeping HCPs engaged across touchpoints and delivering experiences accessible anytime and anywhere.
• Maestro AI: Described as a generative AI-powered gateway for HCP engagement, Maestro AI provides physicians with instant access to insights and supports data-driven interactions.
• Workfusion: Listed as a distinct product within the Media-Soft portfolio, though detailed feature information is not provided on the homepage.

AI Capabilities — Ask Nikola

• Media-Soft's generative AI engine is named "Ask Nikola," described as inspired by Nikola Tesla.
• Ask Nikola is embedded within the CLM and CRM environment to support commercial teams with tasks ranging from simple inquiries to complex strategic decisions.
• The AI layer is designed to help users navigate, execute, and improve interactions across the commercial organisation.
• Media-Soft continues to integrate AI across its CRM solutions to support better decision-making and stronger HCP relationships.

Key Capabilities and Features

• Omnichannel HCP engagement across multiple channels and touchpoints.
• Rep-triggered email campaigns with personalisation capabilities.
• Management of medical representatives and Key Account Managers.
• Generative AI-driven insights embedded throughout the CRM workflow.
• Support for companies of varying sizes, from a few sales representatives to hundreds.
• Scalable, cost-efficient architecture designed to grow with the customer.
• Available in more than 20 languages to support international deployments.

Resources and Support

• Media-Soft maintains a resource hub covering case studies, news, omnichannel guidance, pharma CRM insights, playbooks, webinars, and reports.
• The consulting department provides ongoing customer support, handling over 5,000 replies per month.
• The company publishes a blog and hosts live webinars and demos on topics such as CRM transformation in pharma and AI-driven territory routing.

Media-Soft positions itself as a long-term partner to pharmaceutical companies, with its first customer still using Sales Vision today. The company's stated approach emphasises flexibility, continuous technological improvement, and cost-efficiency, with ongoing investment in AI integration following its partnership with Upliift in 2025.