Medical and healthcare marketing professionals struggle to convey health-related topics. Concepts, products, and services are often difficult to visualize for both consumer and business-to-business.
3D animation and visualization techniques have revolutionized the healthcare marketing industry, allowing healthcare professionals to communicate extremely complex ideas or processes. Medical procedures, interior anatomy, and multi-step processes can be difficult to convey verbally or pictorially. Animated video is a perfect alternative; it does not require invasive use of a camera and can better differentiate and simplify internal structures and processes.
At Sparkworks, we’ve worked with many in the healthcare industry to create animated or 3D visualization projects. One example of our work is with Verathon, a world leader in the design and manufacturing of medical equipment. Because many of Verathon’s products work inside of the body, they are nearly impossible to shoot. Therefore, our resident 3D animation expert, Travis Metcalf, worked with their team to develop videos, interactive, and still media that clearly and succinctly convey the purpose, use, and value of their medical equipment.
Here’s an overview explaining the different ways animated video, whether 3D or 2D, is helping healthcare marketing professionals be more effective:
Medical 3D Visualization:
When it comes to communicating complex medical information, the ability to visually demonstrate a procedure or health condition is enormously valuable to healthcare practitioners and medical device manufacturers. There are many circumstances in which visual demonstration would be impossible or extremely invasive, as when showing the inner working of the body.
This is where 3D visualization techniques have revolutionized communication. 3D visualization and animation allows the information to be relayed more clearly, such as highlighting areas or specific structures in the body – like a specific muscle, or microscopic structures like red blood cells or neurons.
Visual content helps increase retention of the information relayed. While patients may retain only 10 to 20 percent of a spoken explanation, their retention shoots to 65 percent on average when faced with visual information.
Animated tutorials are a helpful and easy way to communicate how a procedure will be performed or a medical device functions.
Animated tutorial videos are generally short and break down the stages of a procedure in easily understood steps. These videos allow you to interact, instruct, and connect with the viewer while tailoring your tutorial to your specific audience. When it comes to complex, invasive or difficult to film procedures, an animated video quickly and succinctly conveys the information. This is especially true in circumstances where there will be marketing in multiple languages – animation can be easily localized.
As in the case of our videos for Verathon, the ability to visually display how their medical devices are used has given their sales team a simple and informative way to demonstrate their medical equipment. And because these videos are also available online, potential clients are able to research the items before coming into contact with the sales team, increasing conversions and purchase rates.
A Budget Friendly Option
Many of our healthcare clients have discovered that animation and 3D visualization is an increasingly cost-friendly option compared to live-action filming. This affordability has allowed medical facilities and medical device manufacturers to produce more short animation films for the same or similar budget and save significantly over still photography.
If you’d like to discuss how 3D and animation can help on your next marketing project we’d love to talk to you about your options.
Contact our team to learn more.