Looking to incorporate more video and animation into your marketing but not sure which ones are right for you?
Maybe you want to show a new device in action or have a patient share their experiences. The story you want to tell will determine which type of video is best for you, but with so many choices, it can be a difficult decision to make.
That’s why we’ve created this article, sharing all our knowledge on where we see video and animation work best in medical device marketing.
In this article, we’ll cover:
- In-theatre filming
- Patient testimonials
- Social media filming
- 2D cartoon animation
- Line drawings
- 3D animation
Why choose video and animation?
Video is the most popular form of content on the internet, with 66% of people saying it’s their chosen method of learning new information. What makes video and animation so good is the way they can captivate the viewer through visual storytelling.
These mediums can offer a dynamic way to convey a brand’s story, using vibrant visuals, movement, and sound to share messages in an entertaining, educational, and emotive way.
However, with so many different types of videos, it can be difficult to choose which is the best to tell your story. So, let’s run through the videos and animations we see working well in medical device marketing.
In-theatre filming
In-theatre filming, as you might have guessed, is where a camera crew joins surgeons in the operating theatre to capture up-close footage of a medical device in action. This can be in an open procedure or through a laparoscope.
This type of video is great for when you have a new device or technique you want to share with your audience. This footage can not only be used for promotional activities but also for educational purposes, especially when KOLs (Key Opinion Leaders) are performing the procedure.
However, one of the key things to remember for this type of video is that you must get patient and hospital approval. Also, make sure to check platform guidelines (social media) before sharing, as they can be very graphic.
If you want to learn more about the production of medical device videos, head over to our guide on How much does a medical device video cost? to learn to become a video expert.
Looking to introduce high-quality video to your marketing campaigns?
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Patient testimonials
Undergoing surgical procedures can be daunting for any patient, but hearing from another patient who has gone through it can help put their mind at ease.
Patient testimonials are patient-led videos where a patient talks through their experience with your medical device and how it helped change their life. These types of videos work well when approaching patients, as it can be a comfort for them to know they are not going through it alone.
These testimonials should include a whole range of different types of footage beyond just interviewing your patient. B-roll (or extra background footage) can complement your videos, for instance, showing the patient doing activities and living their life.
These style videos are all about telling a story and creating that connection between you and the audience. It’s important to prep your patient and make sure you cover topics that answer questions that future patients might have.
One of the great advantages of patient testimonials is that after creating your long-form video, it can be broken down into several shorter clips, which can be used for social media.
Learning to maximise your content can be game-changing for a company’s marketing, so if you are looking to level up, have a look at our article on Repurposing content: How to create more by doing less.
Social media filming
Social media is becoming more and more important. Marketing is no longer about just selling your product; companies now must use it to connect with their audience, and video can be a great way to do this.
There are two ways you can create social media videos: you can either create a long-form video to break into shorter clips or film 2–4-minute videos individually. If doing the latter, you could aim to get 9-10 short videos out of one filming day.
Social media videos are like patient testimonials in that they are all about telling a story and engaging with your audience. However, the videos that do better on social media tend to be more Q&A-based/thought leadership, as you can cover key topics in a shorter amount of time.
Social media videos are likely to have members of your team talking about your device and the positive work you’ve done to help the viewer feel like they are getting to know the brand better. You can also post testimonials from doctors and patients.
Do you think that your social media is in need of a facelift but not sure what to do? Our guide to The different types of social media visuals and when to use them could help you out.
2D cartoon animation
2D cartoon animation is when illustrations are brought to life through movement.
They’re most effective when used to portray a few key messages, such as your company’s vision, how you’re going to capitalise on market opportunity, or to explain a clinical pathway. It’s a simple way to tell the story while also allowing you to display your branding and messaging throughout.
2D animations might not be able to explain the same depth of information as a 3D animation, but they’re substantially cheaper and less time-consuming.
Line drawing animation
A type of line drawing animation we love at Podymos is whiteboard animation. This is where a hand is animated to draw on a whiteboard to explain a story, similar to how we learnt in school.
For instance, you could use a whiteboard animation to explain how energy travels through tissue or how an instrument works. They need to be in their most simplified form so they can be represented in lines.
Although this might mean they lack some of the detail other animations can offer, it does mean they’re easy to follow and can be a great educational tool.
3D animation
3D animations are the most complex form of animation; they show how your device works within a 3D scene.
They can show the functions and benefits of your device without the intrusive nature of in-theatre videos, meaning they may be allowed on more platforms.
This type of animation can be great for showing more complex movements, such as modes of action or explaining indications, as not only does it show it in a 3D scene, but it can have labels and voiceovers added as well.
3D animation is by far the most expensive and time-consuming of the types of animation, as it involves the creation of a whole storyboard, camera previews, and then needs to be rendered. Depending on the project, it could take from 2–6 months.
How do you choose which type of video you need?
Which type of video you choose will all depend on the story that you’re telling and where you’re posting it.
Each type of video leaves its own impression, so make sure you are clear on who your audience is and what you want to say before jumping into the creation of the video.