5 Tips for Effective 3D Animation

3D animation success requires thoughtful planning and execution. Without it you face the risk of off-target messaging, poor quality, and wasted time and resources. We’ve taken insights from our 25 years of award winning experience and put together “5 Tips for Effective 3D Animation” to help guide your way to success. Over the next few weeks our tips will be released on our LinkedIn page, followed by being documented below. 

Tip #1: Establish a Key Message to Target Your Identified Audience

A highly refined message targeted to a specific audience is critical to success. We’ve seen time and again clients that want a one-size-fits-all presentation; like a marketing animation that can be also used for training. The result is usually less than ideal. Training and education programs have a different focus and greater level of detail from marketing presentations. That’s why it’s important for you and your stakeholders to first identify the purpose and target audience, then hone in on the specific messaging.

With proper planning, a great 3D animation can oftentimes serve multiple purposes, but not in the same presentation. By developing a “base” animation, we can modify the visuals, change the narrative, and revise the supporting text to create visually similar programs with different messages, targeted at unique audiences. 

Whether you want physicians to see your device performance in tortuous anatomy, or patients to understand the non-invasive nature of your procedure, tailoring your key message to your audience will increase their attention and engagement allowing your product or services to stand out as valuable and memorable.

Tip #2: Identify Your Subject Matter Experts

Subject matter experts can provide key insights during the animation process. These experts may consist of representatives from marketing, engineering or even physicians. Engaging them early in the animation process and including them at key stages of review will help ensure accuracy. 

For example, a physician expert could provide valuable input on the anatomy during the animation model-review stage or an engineer could provide insights into how a device is being portrayed during the animation-review stage.

Calling on the appropriate experts to provide input during reviews will help ensure your animation is produced with technical precision, anatomical accuracy, and is representative of your brand. Identifying those experts early in the process can help ensure your animation can be produced efficiently, on-time and within budget.

Tip #3: Imagine the Possibilities

Once you have developed a key message and identified your target audience and subject matter experts, it’s time to imagine the possibilities! With 3D animation you’re able to showcase mechanisms of action, anatomy and physiology that aren’t typically visible to the viewer, or simplify concepts that are difficult to comprehend.

This may consist of bringing the audience into the human anatomy on a microscopic level to visualize how your product affects even the tiniest human structures, or demonstrating a procedure within anatomic context where we can isolate anatomy to highlight each procedural step. The possibilities are nearly endless. 

Our team understands what’s possible and can spark your imagination so we can develop a captivating video where the audience can understand any complex story quickly and clearly.

Tip #4: Video Length is Vital

What’s the ideal duration for a 3D animation? Optimal length varies depending on the viewing situation, delivery platform and how much information the viewers are willing to consume. It’s important in developing and planning out your media strategies that this is taken into consideration or you may miss the window of opportunity to engage your audience.

Marketing animations are often used on company websites and social media platforms, where users tend to move on quickly, so brief and concise stories are always best. In a short presentation, emphasize the information that will make them want to explore more. Whereas, in person meetings can sustain longer, more detailed presentations because you have a fully captivated audience. Take this as an opportunity to dive deeper into the details of your product or service.

Modifying your video for each platform is the best way to ensure your video will be effective. When working with Meditech, we can help you leverage a full animation by creating unique versions that work well for the platforms you choose.

Tip #5: Plan Ahead

Product launches, trade shows, and trainings are great reasons to develop a 3D animation. The amount of time needed to develop a 3D animation varies by video length and complexity, so be sure to plan ahead and get our team involved early. 

Before a project begins, we will engage you in a discovery meeting to help you prepare and discuss the needs of your upcoming animation. Brochures, IFU, messaging, and any branding that exists is helpful to our team to understand your medical device and procedural concepts so we can create consistency between marketing assets. After this meeting, your team will have a great understanding of our process, the timeline for production, and any action items needed to proceed forward.

As we wrap up this series, we’d like to discuss your future marketing initiatives and help you plan for your upcoming animation to ensure it’s effective. Connect with our team at accounts@gomeditech.com.


iSET On-Location Remote Studio

We recently produced an on-location remote studio at the International Symposium on Endovascular Therapy (iSET) conference. In 2 days, our team captured more than a dozen hours of interviews, panel discussions and presentations with physician thought leaders.

With a high-profile location adjacent to the general sessions, our studio grabbed the attention of conference attendees. The “open studio” concept allowed attendees to pass through the set, which served as a dynamic backdrop and helped capture the energy and buzz of the conference. We designed the studio to emulate a broadcast television environment, where multiple cameras were switched live to enable immediate distribution of the segments. 

This studio was a big success for our client, their content sponsors, and the physician participants. We were thrilled to have captured medical education in an innovative way for our client.

For an even further look at the production, check out this time-lapse video from set-up to strike: iSETStudio

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With dedicated video, 3D animation and motion design teams, we are proud to partner with leading medical device and healthcare companies to create dynamic content at conferences like iSET. To learn more about how we can help with your next event, contact us at 651-636-7350 x100, or at accounts@gomeditech.com

3D Animation Experience

This post is a quick reference guide to the 3D animations we’ve developed over the years. When we meet with clients they often don’t know the extent of our experience in developing 3D animation.

Here’s a PARTIAL list:

CARDIAC RHYTHM / EP:
Ablation Products for Arrhythmias
Ablation Products for Atrial Fibrillation
Cardiac Implantable Electronic Device (CIED) Stabilization
Cardiac Mapping Products
Cardiac Monitors
Cardiac Resynchronization Therapy (CRT) Systems
Electrosurgical Products
External Defibrillators
Implantable Cardiac Defibrillator (ICD) Systems
Pacing Systems
Remote Monitoring
Ventricular Assist Devices (VAD)

ABLATION / SURGICAL
Aortic Stents
Blood Management and Diagnostics
Cardiopulmonary Products
Electrosurgical Products
Extracorporeal Life Support (LVAD)
Heart Valves/Replacement
Surgical Valve Repair
Revascularization Products

CARDIOLOGY:
Ablation Devices
Blood Management and Diagnostics
Cardiopulmonary Products
Electrosurgical Products
Extracorporeal Life Support (LVAD)
Heart Valves/Replacement
Surgical Valve Repair
Transcatheter Aortic Valve Replacement
Transcatheter Mitral Valve Replacement
Revascularization Products
Transradial Devices

CARDIOVASCULAR:
Chronic Total Occlusion Devices
Coronary Stents
Coronary Balloons
Coronary Catheters
Coronary Guidewires & Accessories
Directional Atherectomy Systems
Drug-Coated Balloons
Embolic Protection Devices
Guidewires
Infusion Therapy Products
Peripheral and Biliary Stents
Peripheral Embolization Products
PTA Balloons
Support Catheters

NEOROLOGY & NEUROMODULATION:
Deep Brain Stimulation Systems
Stroke Protection Devices
Sacral Neuromodulation Systems
Spinal Cord Neurostimulation Systems

ORTHOPEDIC & SPINAL
Ankle Repair Devices
Bone and Fracture Repair Devices
Hip Replacement Systems
Knee Replacement Systems
Pelvis Repair
Scoliosis Surgery
Spine and Disc Surgery
Spinal Cord Neurostimulation Systems
Surgical Imaging Systems
Surgical Navigation Systems

This list is by no means complete. Over the past 25-years Meditech has developed animations for hundreds of medical devices… although some never achieved commercialization. Our extensive medical knowledge; combined with our library of 3D anatomical and device models, results in efficiency and cost savings for clients.

Our Animation Process

Back in January of 2017, we posted a blog that detailed the process we go through with every new animation project. Often our clients are new to animation production, so we wanted to provide an overview of how a typical project moves from initial discussions to the final product. Since that original post, we have improved our methods to allow for even better communication. Below is our updated process.  

 

Discovery Phase

During discovery we listen to your goals and establish your needs. We identify project requirements, including the animation’s primary use, your target audience, and the story’s basic narrative. It’s helpful for us to review reference material you may have, such as brochures and videos, that can help us to better understand your story.

Outline & Proposal

From the information gathered during the discovery meeting we develop a preliminary outline. The outline is used to create a detailed proposal which contains a description of our services, budget, and production timeline. Once the proposal has been accepted, we work with you to refine the outline to include detailed descriptions of each scene, a voice-over script if applicable, on-screen text, and any other details you may need included.

Storyboard

The storyboard is a rudimentary visual representation of the script. It includes illustrations of key scenes, shows basic camera angles, object interactions, and the overall motion in each sequence. You will have the opportunity to provide your input on visuals, movement, and camera angles portrayed in each scene.

3D Modeling & Animatic

With the storyboard complete, we then create 3D models and develop an animatic. An animatic is a simplified grayscale version of the animation, used to show basic movement and timing. Using an animatic is a quick and effective way for us to confirm that everything is as expected before investing additional time into making it look pretty.

Visual Development

During this phase we work with you to develop the definitive look and feel of the story by determining the overall aesthetics of the animation. We want to accurately represents your brand, and design visuals that will connect with your target audience.

Color Animation

In this phase, the animation is brought to life with the application of color and transitions. We proceed to render a detailed full-color animation and add smooth transitions that polish and refine the whole look and feel of the animation.

Post Production

During post production we implement all the final touches that help to immerse the audience in the story. These final touches include additions like music, sound effects, special effects, and motion graphics to reinforce key story elements. If you need professional narration for your video, we will add that during this phase as well. After completing a final approval process, we deliver the finished animation to you in whatever file format you require.

This process generally takes between 8-10 weeks, depending on the scope of the animation. If you have any questions about this process, or want to talk to us about an upcoming animation need, please reach out to josh.lynch@gomeditech.com or call us at (651)-636-7350.