Challenge

Grünenthal, a mid-sized, privately owned pharmaceutical company specializing in pain management, faced significant challenges in optimizing its digital customer engagement.

Despite having a robust eDetailing process for healthcare professionals (HCPs), the company identified gaps in customer engagement and retention on their web pages.

HCPs often visited Grünenthal’s web pages yet engagement tended to drop off quickly, indicating a need for better engagement mechanisms to sustain their interest.

Additionally, the company sought to make better use of its existing content investments. Developing eDetails requires significant resources, yet these materials were not being maximally leveraged across digital channels.

The team realized they needed a solution to integrate their eDetails with web engagement strategies — and provide a richer, more autonomous customer experience, while driving more traffic to their web pages.

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Solution

To address these challenges, Grünenthal implemented Amplify, a tool designed to transform traditional eDetails into self-guided, web-based experiences.

Amplify allowed Grünenthal to link its existing eDetails with its web pages, creating a cohesive omnichannel experience for HCPs.

This integration ensured that HCPs could seamlessly continue their engagement with Grünenthal's content online, whether initiated via rep-led interactions or independent browsing.

The implementation of Amplify also addressed Grünenthal's need for automation and personalization.

By leveraging existing content from the company’s CLM system, Amplify enabled Grünenthal to automate web interactions while better tailoring the user journey to match individual HCP preferences.

Furthermore, technical integrations with Salesforce Marketing Cloud, Veeva, and Sitecore allowed Grünenthal to collect valuable engagement data and refine its strategies continuously.

Anthill, a trusted partner, played a critical role in supporting the rollout of Amplify and ensuring its alignment with Grünenthal’s broader omnichannel objectives.

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Results

The adoption of Amplify significantly enhanced Grünenthal’s digital strategy — with the use of self-guided detailing keeping HCPs engaged for longer.

Moreover, Grünenthal’s field force found new opportunities to connect with HCPs. Reps now guide their clients to Amplify-powered web pages following face-to-face interactions, which extends the conversation online and strengthens the overall customer relationship.

The tool’s seamless integration with Grünenthal’s technical ecosystem enabled a streamlined workflow, allowing reps to share content effortlessly, while capturing meaningful data for future interactions.

While it is still early in the adoption process, Grünenthal is already realizing the benefits of a more cohesive, customer-centric approach.