7 best healthcare video production content for IGTV

By | Healthcare Marketing Video

 

7 best healthcare video ideas for IGTV

by Odette Montelibano

Is your brand deep in strategic planning on how to leverage the use of IGTV?

IGTV debuted two months ago, riding on the success of Instagram’s 1 billion community members and home of Insta-famous healthcare professionals like @doctor.mike known as the “sexiest doctor alive;” neurosurgeon @myronlrolle, one of the smartest people to play pro-football; dental rockstar @doctorapa; dermatologist @drpimplepopper, etc. The new social media channel is looking to topple YouTube as the consumer’s choice for audio-visual digital consumption.

For the innovative healthcare industry being an early adopter of IGTV is strongly recommended. Search #doctor on Instagram to see how many posts come up. It will be a combination of photos and healthcare videos. And it will be more than a million.

Consumption of digital video will further increase as 80% of online content in 2019 will be in video format.  IGTV couldn’t be more timely and relevant. Following the law of supply of demand, it would be the right call for brands to get early on this promising platform. This includes dishing out your best healthcare video content on IGTV!

IGTV Specs for best healthcare video uploads

  • Videos must be between 15 seconds to 10 minutes long.
  • Verified accounts with larger following can upload up to 60 minutes of video. They can only be uploaded from a computer.
  • Videos must use MP4 format
  • Videos must be vertical with an aspect ratio of 9:16; should have a minimum frame rate of 30FPS and minimum resolution of 720 pixes;
  • 10 minute videos should have a maximum file size of 650 MB; and videos up to 60 minutes should have a maximum file size of 3.6GB.
  • Cover photo size should be 420 px by 654 px (1:1.55 ratio). Photos can’t be edited after being uploaded.

Vertical videos might not be what we’re used to viewing on our smart TV screens, laptops and desktops. These are all oriented towards horizontal viewing. It can be awkward to create a vertical best healthcare video. But it’s not totally new as SnapChat and Facebook Live videos are formatted this way. Even YouTube and Vimeo provide options to view videos in portrait mode. This is where video creators drop the rule of thirds and their favorite wide angle shots.

Vertical video format isn’t the favorite of most production outfits or cinematographers. It does seem limited when the budget doesn’t allow shooting in multiple formats. But that’s not to say the best healthcare video can’t be produce for IGTV with tons of creativity.

The good news is that this video format does not limit the type of video content you can upload to your IGTV channel.

Best Healthcare video content for IGTV

Introduction video – Welcome to you! Introductory and greeting videos are popular in YouTube. There’s no reason why they wouldn’t make their mark in IGTV. These videos simply introduce you to the world. The print version of this would be a “brochure” which tells readers who you are, what you do, what you offer, how they can reach you, and what you want them to do (your call to action).

Interview or Q & A – Vertical videos seem most fitting for interview videos – the face-to-face, one-on-one interview that experts give to share in depth knowledge of their field. This may also be the easiest and fastest healthcare video production one can work on.

Your story – Who are you? People connect with you beyond your expertise. What values do you promote? Why do you do what you do? Stories help build strong connection with viewers – customers and patients. Connect deeper in less time! A 30-second video is worth 720,000 words if you follow this equation: 30 Frame Per Second x 30 seconds x 1000 words = 900,000 words.  We’re using 1000 words as the base from the old adage “a picture is worth 1000 words.”

Check TwistedFrame’s healthcare video portfolio here.

How-to videos – Win your audience by creating simple or complex tutorial videos. Teach your audience how to change bandages at home or demo some post-natal care or post-surgery care. You can also demonstrate how to properly use medical assistive devices. You win your audience’s trust the more you show your expertise on what you do.

Webinars – This is another way of establishing your credibility as a healthcare professional. Take advantage of the opportunity to publish long form content by holding 45-60 minute webinars.

Repurposed video content – IGTV gives you a different set of audience from YouTube or Facebook. Use previous recordings or video content published in other social media accounts and expand your reach.

Commercial healthcare videos – Create a 30-45 second healthcare video you can insert in your 45-minute webinar. Commercial videos create instant connection with the audience. These videos are usually focused on one element only. Examples include the mission of the practice, the breakthrough technology used in the practice, the HCPs and staff.

Are you on IGTV yet? Become an early adopter with the help of a professional video production team like TwistedFrame.

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Healthy global forecast & best practices for healthcare animation market

By | Healthcare Animation

medical animation

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:

Office of Prescription Drug Promotion – US 

Pharmaceutical Advertising 2018 – Canada

Drug Advertising Regulations – Canada

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

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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