Medical animations: market your medtech with impact
Marketing statistics show that video has become the most commonly used format in content marketing, overtaking blogs and infographics. On social media, photos and other images are the most frequently used tool to increase audience engagement (HubSpot, 2020).
This article explores two case studies, where one company used our state-of-the-art medical animations to create marketing materials and the other, to demonstrate a step-by-step surgical workflow (instructions for use) – both dynamically .
DEVELOP STRENGTHS FOR YOUR SALES TEAM
When information is presented through visual and oral modalities combined, there is significantly increased retention, for a longer period of time, with a 600% increase in information retention compared to oral presentations alone. (Weiss-McGrath 1989)
Sales teams need to grab attention and leave a lasting impression that gets results. Conavi Medical approached us to help make that impression, for their ICE pension system Technology. The company has developed an innovative catheter-based ultrasound imaging system that provides 2D and 3D views of cardiac anatomy. They needed our help to highlight their competitive advantage.
The system provides a 3D view inside the heart and offers a much wider field of view compared to other 2D devices.
Our studio has created a dynamic animation that demonstrates their product technology in a vivid and clear way. It shows how variable-speed rotation of the ultrasound transducer is used to gather and stack cone-shaped images to create an accurate three-dimensional reconstruction. We chose a transparent radiological “look”, to appreciate the action of the device and create a subliminal link with the imaging technology. Cross-sectional views show the internal anatomy of the heart than the transducer images, while close-up views communicate the features of this sophisticated transducer and its wider viewing angle.
Graphically depicting the details of Conavi’s technology has allowed the company to differentiate its product from the competition and clearly communicate its device’s sophisticated mode of action more effectively than words alone could. The company presents this animation on their website and their sales team uses it in meetings and conferences (including virtual ones) to engage prospects.
Why use animations like this?
When combined with a voiceover, this type of animation is a powerful tool for improving understanding and increasing retention of product features. To ensure 100% fidelity to device components and their operation, we use the CAD (or STL) files to render perfectly accurate 3D virtual models, as we have done with the Foresight system. Prospects, when approached by your sales team armed with this type of dynamic animation, end up with a better understanding of the technology and why your device will make a difference in results.
COMMUNICATE SURGICAL DETAILS TO SPECIALISTS
It is much easier to market invented tools with a clean, clear and professional concept illustration than a simple description (Oxner, 2018).
Creating detailed instructions for usage guidelines is something we did for Smart joint surgerywho have asked us to help them communicate the ease of use of their Smartjoint HIP system. To promote it to surgeons, they needed a visual tool that effectively demonstrates how simple to use and compact the system is.
This animation we created (edited for brevity) concisely shows how Smartjoint HIP works: the main components; how they attach to the patient; calibration of devices; measuring points; and how surgical data is captured to maximize joint replacement success. The value proposition of their system includes increased accuracy of key measurements including: cup position; leg length and offset; and the center of rotation of the hip.
Since the accuracy of these measurements is critical to optimizing hip replacement surgery outcomes (Bhaskar, 2017) – including minimizing potential risk of dislocation and impingement, while maximizing range of motion – it was important to highlight this element of precision to prospects. The animation focuses the viewer on key surgical issues to help understand how the system is used and improves outcomes. Similar to the Conavi animation, this film incorporates detailed 3D views of the device components, to allow surgeons to fully understand the details of integrating the HIP product into their workflow.
Why use animations like this?
Clear visual communications like this stand out. Seeing the device in action helps a physician feel more comfortable with the proposed improvement in their approach. Animated user instructions communicate the clear workflow involved. Smartjoint edited the film on their website as a header video and uses it as a sales tool to demystify how their system works.
WORK WITH QUALIFIED MEDICAL ILLUSTRATORS
Our brain is primarily an image processor, not a word processor – much of our sensory cortex is devoted to vision. (Aisami, 2015).
The Artery Studios team is passionate about healthcare, medicine, and technology, and strongly believes in the power of medical images to empower device-based learning and communication. Visual communications facilitate understanding of complex technology, elucidate “ease of use” for specialist physicians, and generally increase retention of differentiators related to a specific product. When an in-person demo isn’t practical, sending a link to a striking and accurate animation of your product is a great way to engage potential investors and prospects. Sales teams can add value by incorporating animated scenes into their conversations, while marketing teams incorporate animations and medical illustrations into many initiatives. The companies profiled in this article, and hundreds more, have used Artery Studios to enrich their communications and maximize results. contact us with all questions.
Content sponsored by Artery Studios Inc.