Please login to the form below

The right way to capture customer data

Digital communication should be a two-way process with information flowing backwards and forwards between you and healthcare professionals. That digital technology enables HCPs to give feedback is a big part of the value that it brings – both to aid the effectiveness of your communication but also to provide better service. But it has to be done in the right way and should never feel like a major market research push.

Make it a conversation

In daily life, we’re generally happy to share our thoughts when it’s relevant to the conversation.

It’s just the same with digital communication: it should be an interaction in which both parties continually learn a little bit more. You don’t want healthcare professionals filling in digital questionnaires but rather reveal their preferences as a part of an on-going dialogue.

It should be carefully planned but feel natural.

Respect the boundaries

Providing better service through improved customer understanding is a positive thing. And it depends on establishing a high degree of trust with HCPs and continually living up to high standards in all engagements.

There are many ‘donts’ in this area, and careful consideration is always required, but as a rule of thumb:
  • Never put healthcare professionals in the position of having to ‘give away’ sensitive information or feeling uncomfortable with what they are being asked.
  • Always be relevant to the disease area you are discussing.
  • Make it part of the overall flow of the conversation not a separate activity.

Design for feedback

Respectfully and sensitively understanding customers is vital for e-detailing and other forms of digital communication. It should be a natural part of the dialogue.

A good way to do this is by designing lots of little interactions into your materials that uncover concerns or help HCPs express their thoughts on specific aspects of disease treatment.

Truly interactive materials not only make the experience more engaging but provide real insights on the kind of services and support that HCPs require.

How to build relationship-building digital content

Are your digital communications engaging healthcare professionals in the right way? And are you learning what you need to know? Watch Anthill’s “The right content for rich data” session to see how digital communication can help you to better understand your customers.

>>> Watch the webinar

25th April 2017



Company Details

Anthill Agency


Contact Website

Anthill Agency HQ
Dampfaergevej 10

Latest content on this profile

How to dramatically increase ROI on your eDetailing content
Take your e-detailing content and make it available to HCPs 24/7 – without losing the ‘guided’ experience that makes it so valuable.
Anthill Agency
Localising content: How to not get lost in translation
One of the biggest challenges in localising the content is that many of the parties involved in the process work in different systems and use different formats.
Anthill Agency
Powerful digital content management for the life sciences
Anthill Agency, a leading life sciences digital agency, has unveiled Anthill Activator™, which enables Veeva users to more efficiently manage their digital resources. Activator makes it easy to create and localise content – improving internal collaboration and powering a much faster response to market demands.
Anthill Agency
Anthill Agency and Actando partnership to Transform Pharma's Digital Skills
Anthill Agency, a leading life sciences digital agency, today announced the launch of the Anthill Academy™ and partnership with Actando's PharmAcademy.
Anthill Agency
Digital Pharma Advances 2018: Attend our presentation in London
We are very excited to be attending and speaking at The Digital Pharma Advances Conference, held January 30th in London.
Anthill Agency
International digital pharma marketing: 10 common problems
Your digital marketing challenges are probably shared by peers in other departments and companies. The good news is that such problems often have simple solutions, or can be avoided completely by setting up projects in the right way.
Anthill Agency