Twisted Frame, one of the leading companies for medical video production in Toronto, has learned a lot of lessons about our business over the years. Last time, we talked about the importance of considering who you’re speaking to: that different audiences are looking for different things.
Today, we want to share another lesson we’ve learned: get to the point!
The value of being direct
One of the great things about being in Toronto is energy. Whether we’re focusing on Toronto video production for healthcare, or on our other clients, we feel that rush all the time. People in this city are busy. That’s helped teach us the importance of what busy people need: and what busy people need is more time to do what they need to do.
There are only 24 hours in a day, though. So if we want to help people get more time, we can’t give them time. What we can do, though, is not take away any more time than we need to. A minute saved is a minute earned, and those minutes add up to hours, days, and weeks over the long term. That’s a valuable gift for any busy Torontonian.
That guides how we look at Toronto medical video production. We don’t want to create bloated videos that mostly exist to put onto a showreel. We’re proud of our showreel, but we want to create videos that get to the point: that do the job that they’re supposed to do, that the intended audience needs and wants them to do. We create material that conveys the messages that they’re looking for, in the best way possible.
Different needs mean different “points”
Different audiences will be looking for different things, though. Part of the reason a video can be bloated is that it’s trying to be all things to all people. Like we said before, you have to consider the audience, and a big part of that is so that you are conveying what that specific audience needs you to convey.
Here’s a case in point. Let’s say you’ve got a pharmaceutical product. Doctors are usually going to be focused on a very simple question: what does it do, and (in most cases) how does it differ from other solutions on the market. They need to know those things so that they know where it’s appropriate to prescribe it, and where it isn’t appropriate to prescribe it. A video aimed at informing doctors will want to focus on those questions, speaking efficiently in the language of the profession.
Now consider a patient. Patients aren’t going to be prescribing their own pharmaceuticals. They don’t need to know how the pharmaceutical compares to others, and that may well fall afoul of medical advertising laws and guidelines. Instead, they just want to know “how will this help me, are there side effects to watch out for, and how do I use it?” Heavy promotion isn’t relevant to them, and you definitely don’t want to use medical jargon, since they’ll waste their time trying to understand what you said. Just be clear and concise, using animations, computer graphics, and other visuals as needed to illustrate your points.
To-the-point medical video production
Twisted Frame knows that you’re just as busy as our Toronto medical video production clients. You need professionals that get the job done quickly, get it done well, and don’t waste your time. So get in touch at [phone number] or by using our contact form for a free consultation. Rest assured: we’ll get to the point!
Twisted Frame has been in the corporate video production business in Toronto for over ten years now, and we’ve learned a thing or two about the business. One big part of the business that never changes…is that it’s always changing.
Twenty years ago, video production could involve producing bulky analog video cassette cameras. Do you remember VHS “generation loss “? Are tapes getting eaten by a VCR? The sheer bulk of thousands of video cassettes? We sure do!
Even as production shifted to digital, the question of distribution remained. Ten to fifteen years ago, you’d have had to decide: Should the video be sent on a DVD disc? A Blu-Ray? Flash memory sticks? What about hard drives? Hollywood movies switched from being sent on film to being sent on enormous magnetic hard drives, just like you’d see on a computer. A disc was cheaper, but high-quality video requires a lot of space.
Sure, a hard drive is bulky to transport, but it may be necessary for the video to look its best!
But, again, production and distribution tools changed. Digital video cameras became smaller and lighter, even as smartphone cameras became more and more capable. Editing that used to require bulky editing suites could now be done on a high-end laptop.
Distribution changed as well. Clients could rely on broadband access for most of their audience, and omnipresent digital platforms like Vimeo and YouTube for corporate video distribution. That may make distribution easier, but it also changed audience habits. Professionals may sit through a long video, but would consumers? There’s a lot of material out there, and everybody is deluged with information. If a video isn’t engaging, it’ll just get ignored.
Our window to Internet content changed as well. Corporate video production couldn’t take a full-sized television or computer monitor for granted. Many clients discovered that their videos would be viewed mostly through small phone or tablet screens.
That affected everything from production to distribution. The small text could easily be missed, and many videos would get watched using a phones vertical “portrait” mode. Resolution might be an issue too, especially in the developing world. Web-based hosting and distribution would slowly give way to apps, which reinforced the importance of platforms like YouTube and Vimeo.
That’s a lot of change, and that’s not even getting into the rise of virtual and augmented reality!
That’s also why Twisted Frame focuses so much on keeping abreast of technological and social change in video production and video distribution. When we’re working with clients (just like you!) on corporate video production both here in Toronto and around the world, we bring out your brand’s unique narrative and then work with you to determine exactly how it should be presented and distributed.
Maybe it’s a traditional corporate video production using physical distribution.
Maybe it’s a consumer-focused video that’s going on your YouTube channel or being embedded in your social media feeds.
Or, maybe, it’s a 360-degree virtual reality/augmented reality presentation delivered over gigabit fiber.
No matter what you choose, Twisted Frame will work with you to make your corporate video production achieve your company’s goals. No matter how traditional or cutting-edge it is, our production experts will be able to help with your corporate video production.
To learn more about what we do, check out our portfolio and a few of our corporate videos, like our videos for RBC and for Metrolinx. Reach out to us at our contact page or by phone at (416) 619-1116. Come see how Twisted Frame can make your corporate video production the best it can be.
Medical animators used to once create diagrams in textbooks but now in the 21st century, the movement has shifted. They are breaking barriers by creating training videos, interactive apps, 3D animations, educational online games and various medical technologies used by patients, medical professionals and students.
According to a North American survey, Toronto is the base and has more medical animators than any other city on the continent although Montreal and Chicago come close. The chair of the University of Toronto’s biomedical communications program explained that this rise is a result of the prominence of human resources and the training available in Toronto. Additionally, Toronto is the lone place in Canada to study medical illustration at the graduate level, where the University of Toronto is one of the four universities in North America to teach it.
Medical illustration is favoured as it is visually appealing and is a wonderful combination of graphic design and healthcare. It is an interesting way for people to understand medicine in a simple and interactive way. Moreover, as technology continues to develop further, medical illustrators are using new and advanced technology; for example, flash programming, layout applications and animation software. Therefore, it is easier and faster to create high quality healthcare animation.
Image Source: https://technobleak.com/medical-animation-market-size-growth-rate-by-product-forecast-2026/
As opposed to before, the demand of medical illustrators has increased where jobs are available in all work sectors and is distributed geographically. This ranges from multimedia organizations, virtual companies, healthcare marketing, scientific research and medical institutions. One important project created by a team of medical illustrators helped surgeons have a better visualization of the complexities of one patient’s body prior to giving birth to twins. It helped them plan the surgery in advance without any fatalities or mistakes on how to separate conjoined twins. Much to people’s surprise, they also work nine-to-five working days with approximately 40 –hour weeks and sometimes with benefit packages. Salaries for medical animators range from $62,000 up to $100, 000 per year and the perk of having this career is that you can control your hours; either working full or part-time, being a freelancer or even starting your own company. This allows for a flexible schedule where you control the hours of your work day, especially now when people have various commitments and busier daily lives. It is a great career option for people that have a talent in art but an interest in science.
Medical animation has become prevalent throughout science and even e-learning has also become much more in demand. Further, it is a huge area for growth where it is no longer exclusively just for medical processionals to utilize for patient information but the general public as well for e-learning. It has reinvented scientific illustration from the traditional tools of pen and paper to a mouse, computer and software programming.
One of the issues faced by medical students is not having enough practical training and feeling confident to start working on real patients. Even during a medical student’s practicals or a first surgery after becoming a surgeon, it creates fear for the patient that they are in uncertain hands and especially for the doctor that a mistake could lead to death. As a result of the advancement in technology, it has helped to alleviate this issue through virtual reality in medical training videos. Therefore, allowing doctors to make mistakes and practice without any consequences.
This medical training video entails a virtual reality headset and a computer-generated patient. This allows for interaction between the medical student and a virtual patient, as well as an effective learning resource. Moreover, virtual reality medical training videos provide professionals and student with skills and further techniques to enhance medical care.
Medical institutes have invested millions of dollars into this technology such as the J and K Virtual Reality Centre at Western University of Health Sciences in California and at the University of Nebraska. The centre at Western University stated that the virtual reality medical training videos resulted in increased scores on exams, better understanding of human anatomy and a higher interest in learning and engagement with the students. This technology allows for students to see structures inside by moving through layers of tissue, organs and wounds that can be enlarged for a detailed view. Rather than being concerned about preserving a cadaver and waiting on receiving a number of bodies for medical training dissections, the virtual reality tables avoid these issues.
Extending the use of technology, Dr. Shafi Ahmed used Google Glass technology to perform surgical training for 14,000 surgeons over 100 countries virtually. He displayed the removal of a cancerous tumor through 360 degree virtual reality. Dr. Ahmed combined healthcare and technology to expand learning globally, by using a virtual reality training video via video conferencing. Combining the two has increased accessibility to learning and sharing knowledge through an online platform.
Moreover, medical training videos can be used for a greater good. Dr. Ahmed collaborated with medical schools to share even more knowledge through video conferencing to doctors in remote areas. From a financial perspective, using virtual reality technology allows to reduce the cost of purchasing real cadavers in these areas that do not have abundant resources. Another benefit is that it reduces the time of travel for the trainees and the doctor providing the training. VC Daily established that video conferencing would let a doctor in training visit approximately ten hospitals in one day.
The advancement of technology using medical training videos creates a number of benefits. It won’t be long before virtual reality and video conferencing becomes a frequent method of learning and training.