Fashionista condoms get message across in Toronto healthcare animation videos

By | Healthcare Animation
Healthcare animation videos work for public health campaigns.

These condoms are slow dancing inside a bowl.*

A fashionista condom? You bet! There is no other platform other than healthcare animation that can show how condoms live and breathe. Imagine animated condoms dancing, walking the dog, being fashionistas?

The dose of the unreal creates an impact and makes a connection to the often dull, dry and tedious clinical information in healthcare brochures and manuals. Thankfully, the surreal brings a sense of lightness to difficult and controversial topics. Moreover, generic characters tend to be relatable to the public. These make the use of healthcare animation more ideal in public health campaigns.

The Toronto Public Health (TPH) couldn’t agree more when it launched its Life in the BowlcondomTo campaign early this year with a series of healthcare animation videos to stress safe sex. The animated videos show what it’s like to be a condom inside the TPH waiting to be picked from a bowl. They are seen walking the dog, dancing or worrying about fashion trends before an unknown hand picks them out of the bowl. The videos run for 40-44 seconds.

This is one of the animated videos in the series:

The message is deep though not explicit. Torontonians are expected to get it. Wearing condoms decreases the risk of sexually transmitted diseases, HIV or unplanned pregnancy.  The campaign is intended to keep top-of-the mind awareness for something that is considered common knowledge.

Healthcare animation in public health campaigns – some history

  • Walt Disney produced “The Story of Menstruation,” a healthcare animation produced in 1946 for health education students in the US.
  • Warner Brothers and Chuck Jones produced the animation “So Much for So Little” in 1949 as an explainer video for the US National Health Insurance Program
  • The UK government used healthcare animation in 1948 for its explainer video on the National Health Service agency. The animation showed how the NHS will benefit the main character Charley and his family.

Today healthcare animation is used in different countries for public health campaigns.  For instance John Hopkins Center for Communication Programs has produced several animation videos to address public health issues like HIV/AIDs, Malaria, Influenza, H1N1, family planning and mental health, among others.

Another example is this World Health Organization animation video that talks about a man’s black dog named Depression.

Benefits of using healthcare animation

Healthcare animation enhances consumers’ literacy. It bridges knowledge gaps that are not achievable for texts, photos and even live action videos.

For example, it will require more resources for a live-action video to feature depression than the animated video produced by the WHO. These resources would include location setting, actors, production crew and maybe health professionals for expert interviews, among others.

For a taste of Twisted Frame‘s animation skills check this 7-second intro video:

Using live-action video to portray singing and dancing condoms screams in-authenticity – something that today’s millennial don’t care for.

You will also note the minimalism in the CondomTo campaign videos. The advantage of this is it’s always easier to eliminate distracting backgrounds in animation to focus on the key message.

Animated videos are also sticky when it comes to promoting health and well-being. For instance, the 2017 study of Lecky et al revealed that patients found the animation videos on antibiotics use “intergenerational, informative and educational.” Between 47-55% of patients retained key messages in the videos. Positive differences were also observed on behaviors related to antibiotic use.

Meanwhile, a study from Aarhus University in Denmark  showed that patients who saw pre-op and post-op animation videos on hip surgery were less anxious about the surgery compared to patients who didn’t see the animation. Healthcare professionals were also less pressured when they dealt with patients who saw the videos.

Share the Air animation video produced by Twisted Frame 

Share The Air

Flexibility in healthcare animation extends to budgets. Healthcare animation can be customized to meet budgetary constraints. Creators can always work with a small budget. However, with bigger budgets producers can take consumers on a truly unique journey. Go big on budget and you have the creative juices pumping!

Additionally, animation videos allow creative licenses that live action videos don’t.

And yes, animation videos work for both commercial and non-commercial healthcare campaigns.*O.Montelibano

 

 

 

Healthcare video training complements AR, VR platforms

By | Healthcare Video Training
Healthcare video training complements AR technologies

The future blends lab coats and AR technology.*

Healthcare video training remains a significant component in interactive media advancements like Augmented Reality (AR), Virtual Reality (VR) and Mixed Reality (MR). It remains a vital tool that complements medical training and patient education. It isn’t a simple case of out with the old and in with the new. Base components that enhance media developments cement their values.

AR applications are gaining momentum in surgical simulation, patient care and rehabilitation, diagnostic imaging, among others, in the healthcare industry. While it appears that healthcare video training has become a grandfather platform, it hasn’t outlived its value. In fact it has become more valuable with its base components like motion graphics and animation enhancing interactive media  such as AR, VR and MR.

AR in Diagnostic Imaging

The Depth 3D (D3D) imaging of AR and VR technologies in diagnostic imaging provides depth perception of intricate anatomical structures which allows physicians to review the images more effectively. Using AR & VR technologies is also believed to reduce processing related interpretation errors, according to a study led by David Douglas of the Department of Radiology in  Stanford University.

Elaine’s Diagnostic Test

Meanwhile, in North York, Toronto 32-year-old Elaine D. was up bright and early for her thyroid ultrasound.

She was diagnosed with Papillary Thyroid Cancer four years ago and had a hemithyroidectomy 6 months after diagnosis to remove the left lobe of her thyroid gland. Thankfully, her biopsy revealed that the cancer was benign. However, her follow up thyroid ultrasound showed some nodules on the right lobe. Her endocrinologist placed her on a treatment plan that involved thyroid pills and a yearly thyroid ultrasound to monitor the nodules.

As Elaine lay on the ultrasound table, the sonographer rubbed gel on her neck area and started to run the machine to render the images of the nodules. He was checking for changes in size. He was also checking for new growths.

It was a fast procedure. It probably took less than 20 minutes for the sonographer to render all the images he needed.

“Hey wouldn’t it be awesome if you can see everything for real in front of you?  You can enlarge and inspect the layers, and all the minute parts of those nodules. I’m talking about 3D images floating on air. You can touch, swipe, enlarge and even separate the layers! ” Elaine said while wiping off the gel from her neck.

“I know. I’m very careful not to miss anything. You can’t miss anything especially if it’s thyroid cancer. That’s why I had to see the different angles,” the sonographer answered while finishing some notes on Elaine’s ultrasound exam.

Elaine picked up her purse and started to leave. She looked around the exam room and can’t help but visualize 3D images floating in the air… She imagined seeing and scrutinizing the “bugs” that have silently invaded her body. That would be the day, she thought as she left the clinic.

The reality is that AR has arrived when it comes to diagnostic imaging. It hasn’t reached Elaine’s diagnostic imaging lab just yet…

AR, VR & Healthcare Video Training

Magic happens when the picture leaps out of the screen.*

The 2017 market report of Grand View Research Inc. states that the global AR and VR healthcare market is expected to reach US$1B by 2025, driven by applications in surgical simulations, diagnostic imaging, patient care management, rehabilitation and healthcare management.

VR was just peeking through the shadows of the healthcare industry in 2016. Read our story on this here. 

AR has numerous benefits to the healthcare industry.  Similar to VR and MR, AR helps simplify complex medical procedures and abstract theories to medical students and practitioners.

Elements of healthcare video training such as motion graphics and animation are taken to the next level in AR and VR. For example the 360 VR videos of Medical Realities make medical students observe a surgical team perform a procedure in the operating room.

See how we’ve utilized motion graphics and animation in this video

Additionally, medical practitioners and students can gather information through AR in real time without disengaging from procedure. For instance, training on administering a new intravenous treatment can be best done through AR.

In all these, healthcare video training remains a vital support for AR and VR technologies. Documentation of AR and VR assisted medical procedures is made possible through video recordings. When real time training isn’t possible, the next best thing is to view the healthcare videos on rewind.

Moreover, healthcare video training complements AR and VR in medical education. Practical applications of the technology is best shown over videos. Video training is absorbed faster and fosters better recall over training manuals.

On the other hand, impressive visual stimulation prompts patients like Elaine to expect fun and engagement. Healthcare video training serves as an excellent patient resource material to support AR and VR platforms. Pharmaceutical companies will be more effective and efficient in their patient education campaigns when the 3 platforms are integrated. * O. Montelibano 

 

 

 

 

 

 

 

 

 

video production toronto

Healthcare video-viewing habits of HCPs make the case for big pharma

By | Healthcare Marketing Video

Healthcare video is  essential in information recall and knowledge transfer in the healthcare industry.  This creates great value for big pharma when it comes to explainer and how-to or training videos.

How Healthcare Providers (HCPs) consume video content:

  • They spend 180 minutes per week (3 hours) watching work-related videos.
  • 40% of HCPs decline face to face meeting with pharmaceutical representatives. Fierce Pharma reports that 45% prefer to check marketing videos from pharma companies.
  • HCPs are more likely to open and read e-mails that have video content. Pharma reps are more likely to get responses when e-mails have shareable video content.
  • 95% remember information from video content compared to text content from medical publications.
  • HCPs love social networks to connect with each other, do crowd-sourcing and check educational opportunities. The more popular social networks for doctors include Sermo, Doximity, Daily Rounds, Among Doctors, Figure1 and Doctor’s Choice Placement Services.
  • Video apps are among the top 5 mobile apps used by HCPs. Doctors are mobile and go from consultations, to conferences, to surgeries. On the go they use mobile apps to read medical journals (online and offline), view and share images, download PDFs, search current and past articles and watch videos (Elsevier).

These video viewing habits give big pharma a billion dollar reason to include video content in their marketing strategies. Healthcare videos help HCPs fulfill their responsibility to impart clear and error-free information to the public. Videos facilitate learning which is critical in knowledge transfer.

Award-winning healthcare videos

Skuy AwardeesVideo production and editing have become faster and more efficient with today’s technology.  The large amount of user generated content in YouTube, the world’s most popular social sharing video platform, is proof of this.

However, there’s more to possessing technical expertise in creating professional and sticky video content for HCPs.

Additionally, there’s a lot of creativity involved to satisfy the curiosity of the professional audience without the mind-numbing effect of textual content. It takes an extraordinary storyteller to capture and share the science behind a blood product. And this is exactly what Twisted Frame did!

In 2017  the Ontario Pharmaceutical Marketing Organization named Twisted Frame as the winner for the Best Health Care Provider – Professional Audience – Digital category during its second Skuy Awards.

Explainer & how-to video

And the winning videos are… drum roll please…

The award-winning healthcare videos were intended to educate physicians and nurses on the benefits and proper usage of Prothrombin Complex Concentrate (PCC), a pharmaceutical product manufactured by OctaPharma Canada.

They  were a combination of an explainer video (answers what is PCC, what it does and its benefits) and a how-to video (acts as a training video by showing physicians and nurses how to correctly administer the product). Knowing the audience and communication goals were key in producing these award-winning videos.

The Skuy Awards is an annual recognition of pharmaceutical marketers who have exhibited excellence and innovation in pharmaceutical and healthcare marketing. It is named after Percy Skuy who founded the OPMA in 1966.

PCC Video for doctors

PCC Video for nurses

Twisted Frame was also a finalist in the Canadian Marketing Awards 2015 in the Digital category. Check our extensive work portfolio in healthcare.  

Case studies for healthcare video training

We have also gathered some case studies to further show the effectiveness of video training in the education of medical students and healthcare professionals.

Advantages of video trigger in problem-based learning – This study showed that video triggers improved the students’ observation and clinical reasoning and helped them better integrate information compared to using paper cases.

Educational video improves technique in pediatric lumbar punctures – Viewing the training video increased the practitioners’ comfort level in performing pediatric LPs and adherence to evidence-based best practices.

Video-based training improves seizure diagnosis – This training increased the accuracy of epileptic seizure diagnosis that’s often difficult to differentiate from psychogenic non-epileptic seizures (PNES).

Epilepsy video animation – The study shows significant improvement in the knowledge and drug adherence of epilepsy patients.

These studies illustrate that apart from the training, healthcare videos also allow the healthcare industry to record, curate and share expertise and breakthroughs. They also confirm the values and winning approaches in video content marketing for big pharma.* O.Montelibano

 

7 types of healthcare marketing videos to boost engagement

By | Healthcare Marketing Video
healthcare marketing video will help boost organic traffic.*

Informational videos help healthcare professionals explain complex diseases or procedures.*

by Odette Montelibano

A healthcare marketing video is a powerful medium that will help build your practice. It provides more opportunities to boost organic traffic, engagement and conversion.  When it comes to the maintenance of your website’s health you can trust the “clinical” evidence:

Healthcare marketing video stats

  • 78% of people watch videos weekly and spend about 1.5 hours daily on videos. About 15% watch videos for an average of 3 hours (Hubspot).
  • Videos are great for patient education. 72% of people prefer to watch a video over reading text when both options are available on a web page (Hubspot).
  • Blog posts with videos attract 3x more inbound links compared to those without videos (SEOMoz).
  • 1 minute of video is worth 1.8 million words (Forrester Research).

Healthcare marketing videos on social media

  • YouTube viewers watch more than 500 million hours of videos daily (Business Insider).
  • Facebook users watch more than 100 million hours of videos daily (TechCrunch).
  • 82% of Twitter users watch video content (Twitter).

Here are 7 ways you can incorporate a health marketing video in your website:

  1. Virtual tour of your clinic – Viewing a virtual tour of your clinic will make patients feel familiar, comfortable and welcome. This may include an introduction to your team, the services you provide and your expertise.
  2. Patient testimonials –  Imagine having a group of people endorsing your practice because you have helped them overcome a health issue. Testimonials are powerful because they are given willingly by people who are satisfied with your service without need for remuneration.
  3. Expert Interview – Pick a topic and flaunt your expertise. Give patients peace of mind that you are competent at what you do. Let them know they are in good hands under your care.
  4. General health education –  Give general health advice, like advice on the importance of having an annual exam. This shows you’re a well-rounded physician.
  5. Inspirational patient success stories – Feature patients who have successfully overcome health issues through your help.
  6. Explain complex procedures or diseases – Some procedures and diseases are easier to explain through videos. For instance, a healthcare marketing video is your most effective tool when explaining nerve and muscle relationships which are often complicated.  Here’s an example of a video production we made for one of our clients, AsktheDoctor.com:
  7. Promote an event or program – A good example is when your practice is running a vaccination program or looking for research participants.
Be sure to run a temperature check on your promotional marketing videos to avoid building notoriety. Read up on how the dancing doctor failed in her promotional videos.

A healthcare marketing video can effectively convey the principles of your practice in 90 seconds or less reaching a wider audience who delight in the 2-dimensional stimulation of their senses.

Book an appointment for a “physical”  so we can prescribe the type of marketing video that will work best for you.

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Dancing Doctor: Good study on healthcare marketing video fail

By | Healthcare Marketing Video
healthcare marketing video fail

The OR is no place for a music video, especially during a medical procedure.*

by Odette Montelibano

Healthcare marketing video gone terribly wrong!

You don’t have to be schooled in marketing or ethics to know that the YouTube videos of Atlanta-based dermatologist Windelle Boutte, billed as the dancing doctor, may just have paved the path to her career’s demise. As far as branding and identity videos go, the dancing doctor will be well-remembered for the notoriety of her channel. It is a good study on how not to make a healthcare marketing video.

Healthcare marketing video fail

Apparently, Boutte’s intention was to attract clients to her practice. Her videos did go viral. But for the wrong reasons. The videos attracted a lot of haters and scrutiny from former patients, about 100 of whom claimed they also suffered under her scalpel.

Boutte had all the right intentions. She was right in choosing healthcare marketing video through YouTube to promote her clinic.

But, she failed in the delivery of content.

In general, you can almost forgive the home-video and amateur quality of some YouTube videos and call them “raw clips.” These seem to satisfy the millennial hunger for the authentic.

But, the public disapproval of the unethical and unprofessional delivery of content outweighs discussions on the rawness of Boutte’s clips. I am inclined to think that to have them edited in some manner will result to greater infamy for her practice.

Even the “forced” rawness of the videos now conveys a lack of authenticity which has triggered hate among the public.

Indifference and disconnect

A healthcare marketing video is used to establish and share medical expertise. It is also used for patient education. As a healthcare professional, it is assumed that these are two of Boutte’s goals in her promotional videos.

Unfortunately, Boutte’s approach failed to accomplish these goals. Her rapping and dancing didn’t show expertise in surgery. Consequently, no patient education was accomplished.

The videos ceased to be funny when the integrity of the profession was compromised. They communicated indifference to the medical procedure. It showed disconnect and lack of empathy with patients on the surgical table.

Unfortunately, Boutte left breadcrumbs that former patients can use to for their complaints. In one video she was making what appears to be a “crooked incision” while rapping.

There was also misjudgment on the boundaries a healthcare professional need to observe when it comes to social media. While it is hugely acceptable to get up close and personal similar to the videos produced by Dr. Mike, they are expected to maintain the integrity of the profession. They are expected to care.

Background

Boutte filmed herself rapping and dancing during plastic surgeries over her patients’ naked bodies, and posted these videos on the clinic’s YouTube channel. About 20 promotional videos have been removed from the clinic’s channel since multiple malpractice lawsuits were filed against her for botched surgeries, including one that left a patient with permanent brain damage.

Washington Post reports that in one of these videos Boutte:

“raps raps along to the O.T. Genasis song “Cut It,” waving her scalpel to the beat of the song. At some point, she begins making incisions on the patient’s side, slicing into the      skin back and forth to the lyrics: “Them bricks is way too hot, you need to cut it. Your            price is way too high, you need to cut it.

In several of the videos, including two to Migos’s “Bad and Boujee” and Beyoncé’s          “Formation” (“Okay, ladies, now let’s join sexy nation! Dr. Boutté is the best at          creating!” Boutté sings), the doctor is not wearing surgical gloves or a mask as she      improvises lyrics over her patients, who appear to be sedated.”

Washington Post, The New York Times and CNN all give similar details on Boutte’s promotional videos. Clips of the notorious videos can also be viewed in some news channels in YouTube.*