The global market forecast on the healthcare animation market at a compound annual growth rate of 20.8% is very promising for medical animation studios. The studios may specialize in any or all of these: drug Mechanism of Action (MoA), patient education, surgical training and planning and cellular and molecular applications.
The July, 2018 study of RNR Market Research showed that the medical animation market will reach US$301.3 million by 2021 from US$117.3 million in 2016. This is a good indication of the growing use of healthcare animation videos in the industry’s marketing platforms. The future is unavoidable. Media usage trends point to the increasing use of videos in healthcare for patient and professional education.
Medical Animation categories
- 2D animation
- 3D animation
- Real-time imaging (4D Animation)
- Flash Animation
Here’s an example of a 3D healthcare animation video Twisted Frame made for Uresta:
The healthcare industry has been cautious on utilizing medical animation videos as a marketing tool for the potential risks of: presenting and distributing poor quality information; damage to the brand name; breaches of patient privacy, and personal and professional boundaries; licensing and legal issues.
However, most healthcare animation studios are smart to acknowledge these risks in every production and observe best practices. We’ve outlined these best practices to minimize the risks and ensure the continuous growth of the healthcare animation industry.
Best practices in healthcare animation
Accuracy – Scientific accuracy should be ensured while maintaining the connection and entertainment value of each production. “Creative license” is a poor excuse for misinformation that compromises health and well being. This may translate to hefty lawsuits for both the brand and film studio.
For example, understanding what’s taking place at a molecular level is vital when creating a drug MoA video. There is a need for medical expertise beyond artistic and technological skills. This may be provided in house by a healthcare animation company or through the company’s collaboration with a third party or by board-certified medical illustrators.
Commissioned to produce this IVIG video, Twisted Frame has combined live-action video and animation to produce this accurate, state-of-the-art , relevant video that caters to multiple markets – both patients and professionals. This video can also be shared which fulfills the repurposing component of best practices.
State-of-the-art production – Investing in state-of-the-art production will result in the best quality animated video. This will highlight the innovations done by the company during the production.
Relevant content – Relevant content should be provided whether you’re creating animation videos for healthcare practitioners (HCPs) or patients. Always ask “what value will the video provide to the viewer?” This question will guide in developing the script. It will help in prompting the interest of the viewers to know more about the treatment procedure or product being featured.
Make the connection – Don’t forget that doctors are also human beings who connect through emotional cues. Patients are more likely to absorb information when they feel connected. HCPs and patients connect through music, special effects and voice-overs. These are powerful influencing variables that impact message delivery.
Target multiple markets – Consider the needs of different markets or different cultures when creating medical animation.
Creative changes – Avoid changing the script in the middle of production. Moreover, changes in artwork should ensure that they aren’t similar to any copyrighted work. This will help the fast clearance of production work in the legal and regulatory review. Knowing what’s expected on submission is also helpful in avoiding unplanned creative changes.
Avoid over the top, exaggerated claims – Understanding the legal implications of pharma marketing is very helpful. A good rule to observe is to avoid all sorts of exaggerated claims. This would include overstating the efficacy of a drug; omitting or minimizing risks associated with a drug; exaggerating claims on the drug’s superiority, efficacy and safety.
For a guide on healthcare advertising check the following links:
Repurposing media – The most practical content is the one you can repurpose several times over. It maximizes your investment. Healthcare animation studios can help repurpose videos for TVs to the web, e-mail, social media and presentations, etc.* O. Montelibano