Do you feel that you have to compete to have the most advanced 3-D model? A gorgeous animation? Relax.
E-detailing content doesn’t have to be flashy & fancy – relevant is what counts.
Avoid the animations arms race
Let’s say that you made a big investment in a state-of-the-art animation. It looks great: everything is beautifully designed, the gradients should win awards, molecules arc across the screen with a fluid motion that is a joy to watch.
Well, after your customers have seen that animation and appreciated its beauty they will want to see something else next time. Or perhaps your competitors hear about your animation and then decide to create an even fancier one. That pushes you to do something even cooler to regain attention.
Switch to structured communication
The problem with using animations to compete for attention is that you’re not really communicating.
To truly get your message across, you need a structured approach that addresses the needs of each individual healthcare professional, and involves them in your story.
This switches your approach from noisy “look at me!” communication to focusing much more on your audience and pulling them into your argumentation.
Use animations to grab attention at key points
This isn’t to say that using animations is in anyway wrong. At Anthill we love them – but we use them to support your story rather than replace it.
The truth is that you often don’t need to make a huge investment in complex visuals and whizzy animations to be engaging. In fact, such graphics can even get in the way of your message.
To save your sanity (and budget) focus on telling a great story and employ useful interactions at key moments in your argumentation – what we call the ‘anchor points’, when it is vital that you get buy-in before customers can move deeper into your story.
It’s at these moments that animations, especially if they are interactive, repay the investment.
The benefits of changing your focus
Working in this way means that you’re not battling for attention. Instead you are unfolding a narrative and moving each individual customer through a process that – once completed – doesn’t leave you suddenly desperate for the next cool thing to show. Rather than desperation for the new, you get the satisfaction of a communication task completed and the feeling of a job well done.