With the internet at the patient’s fingertips, healthcare and medical device companies need to be at the forefront as a trusted reliable source for accurate information about conditions and treatment options. Now with in-person doctor visits on the decline, patients are seeking information on their own; creating a great opportunity for companies to engage, educate, and inspire these patients to learn about conditions and take control of their health.
Based on our experience producing well over 200 patient education programs we have some tips to make your patient outreach more successful.
• Design a consumer-friendly approach that provides relevant and condition-specific information. Each program should speak to a targeted audience with concise, easy to understand information.
• Include meaningful visuals. They are critical to success and have been proven to increase engagement and comprehension. Whether it’s motion graphics, 3D animation, or video, these visuals will help support the program’s story. For example, if a patient is trying to learn more about a complex condition, like an arrhythmia, a 3D animation can be used to demonstrate the heart rhythm and explain symptoms they may be experiencing and the effect it’s having on their lifestyle.
• Include content around treatment options. This provides an opportunity to demonstrate how a device or therapy is used and removes some of the fear associated with the treatment.
• Consider using patient testimonials. Sharing patient experiences can make the program feel personal and relatable. These testimonials offer meaningful insights and acknowledge there’s hope in treating their condition.
Check out the video below for a look at a complete program we designed for our client.
Curious about 3D animation and don’t know where to start? Below we’ve answered our most frequently asked questions. Hope this helps!
What type of animations do you create? We’ve got 20+ years of experience creating high-quality animations for marketing, patient education, clinical training, and lots of other uses. Our work ranges from animating conditions; like asthma and diabetes, to mechanisms of action around drugs and devices, to treatments related to cardiology, neurology, orthopedic, ENT and other areas of medicine and life sciences.
What is your production process? Our process begins with initial discussions around goals, objectives, audience, and use case. From there we’re able to create a proposal, budget and move into production. Each production step has milestones with approval processes to ensure we’re delivering on target. These methods are continually evaluated to ensure client success and are customized per project to meet requirements such as budget and timeline. Still curious? Check out our full process here: https://www.gomeditech.com/2019/07/improving-our-animation-process/
How do you ensure medical and anatomical accuracy? We have a vast 3D anatomic library based on reference publications, anatomical atlases, medical imaging, photography and consultation with medical specialists. When it comes to representing a specific condition or anatomy, we work with your subject matter experts to fine tune our models to meet your needs.
What kind of reference materials do you need? Reference material for each animation will vary. If we’re animating a device we’ll want CAD files, photography and the device itself, if possible. For anatomical references we can take medical imaging, diagrams, photos and video. To understand procedures and processes we typically rely on documents like IFUs, white papers or PowerPoints. When possible we’ll even watch a live case. To ensure we’re matching your brand we need style guides and vector assets of logos and icons.
How long does it take to create a custom 3D animation? Our typical process can range anywhere from 8-12 weeks depending on the project scope, as well as review and approval processes. When clients have tight timelines we scale our approach and shrink our production schedule, delivering in as little as 2 weeks. Regardless of your timeline, we’ll work quickly and efficiently to meet your needs.
How do you determine the cost to produce an animation? The cost is determined by several factors such as; the number of devices, procedural steps, physiological processes, number of microscopic organisms or chemical compounds, and detail of anatomy. Another important cost factor is the approach we take in developing the animation. We can provide cost savings solutions to meet budgetary and timeline requirements. If you’d like to explore more information on what determines animation cost, read our blog “6 Factors to Consider When Defining Your Budget”. https://www.gomeditech.com/2020/06/planning-your-next-animation-project/
What do I need to provide to get a quote for an animation? Our team can set up a discovery meeting to assess your needs. We’ll start with reviewing your use case, audience, and timeline. We’ll also discuss your product, therapy, procedure or concepts to develop a preliminary outline. With this outline, we’re able to determine an approximate runtime, effort and resources that will be needed to complete your project so we can propose a solution designed to meet your needs.
Medical device and healthcare marketers have always been focused on engaging with healthcare professionals (HCPs). Now due to the cancellation of industry conferences, in-person meetings and limited access to hospitals and medical facilities, that goal has become more difficult. A recent survey* of more than 200 healthcare providers provides new insight on how to reach and better connect with clinical audiences. The survey results show that during this pandemic, HCPs from across a broad range of specialties are spending more time and are more engaged with online media, web and social channels. HMP Global, which manages high profile websites like CathLabDigest and EP LabDigest, reports much higher web traffic since the start of the pandemic.
It’s easy to understand why, as digital content has its advantages. Physicians can learn about new treatments, trials, medical devices and therapies on their own schedule, like in-between virtual visits. Plus HCPs can focus attention on the information of most interest. Changes in audience behavior create new opportunities for marketers to engage physicians with focused content, such as video presentations around clinical data, 3D animation showing device innovations, and online resources for education and support. Another shift to “virtual” conferences and meetings provides openings for marketers to develop more visual content to engage and educate HCPs with global reach.
As marketers are experimenting with “virtual” seminars and physician led discussions, many times the results are less than desired. Audiences expect a professionally produced experience with clear sound and compelling visuals that marketers often fail to achieve.
Without in-person meetings, hesitation over travel, and limited access to institutions, this trend of online information consumption is now the new “normal”. Adapting marketing plans to include media and visuals delivered online directly to physicians through dedicated channels or at virtual events is key to marketing success. Another key is partnering with a company like Meditech that brings years of proven experience developing web presentations, video, 3D animation and custom interactive experiences. Meditech can evaluate needs, consult on strategy and execute on delivering results.
* Data from 2020, Butler/Till Health survey of more than 200 U.S.-based healthcare providers.
Animation can cost chump change or big bucks and understanding what drives those costs can be challenging if you’re not familiar with the process. Below we’ve outlined 6 factors that impact budget. We’ll walk through each item and address how factors like audience and use-case will affect how we tailor a custom animation that brings your story to life.
Complexity of the Story We aim to tell accurate, visually compelling stories without unnecessary complexities. The number of procedural steps and devices needed to tell your story affect both cost and complexity. For marketing audiences, it’s best to be concise and focus on the features and benefits, whereas training videos need to be more detailed focusing on critical procedural steps.
Duration A 3 minute animation takes more effort and resources to produce than a 30 second animation. The decision about duration will be influenced by how and where the animation is used. Because it’s important to stay focused and on point with your message, our team will look for areas where we can “trim the fat.” This will reduce the budget, shorten the timeline, and ensure a captive audience.
Animation Type The images below represent some of the styles of animation we can produce. A story can be told in a style that ranges from simple representative, to complex and photo realistic. We’ll recommend our solution based on use case, audience, brand aesthetics, budget, and timeline.
Timeline How quickly is the final deliverable needed? This may be days, weeks, or months. Shorter timelines will influence our approach and efforts in order to accelerate review cycles and deliverables.
Sound Not all animations require sound, but it can be a great addition to enhance your animation. In a trade show where there’s a lot of competing noise or a presenter talking over the animation we can license existing stock music and use on-screen text to tell your story. If the animation will be shown as a standalone presentation, like on the web or in an experience center, you may benefit from professional narration and a custom soundtrack.
Leverage Your Assets: Once the animation is complete all the hard work is done, you’ll want to leverage these assets across all of your distribution channels for maximum return on your marketing dollars. We can export visuals with minimal investment for use on the web, in print, at tradeshows and even create alternate versions to be utilized across social and other media platforms.
Whatever your budgetary needs, our experienced team will work with you to design a solution to effectively tell your story and connect with your audience. Contact our team at email@example.com to discuss your animation needs.