Marketing statistics show video has become the most commonly used format in content marketing, overtaking blogs and infographics. Across social channels, photos and other images are the most frequently-used tool to increase audience engagement (HubSpot, 2020).
This article explores two case studies, where one company used our cutting-edge medical animations to create marketing collaterals and the other, to demonstrate a step-by-step surgical workflow (instructions for use) – both in dynamic ways.
DEVELOP ASSETS FOR YOUR SALES TEAM
When information is presented through combined visual and oral modalities, there is significantly increased retention, for a longer period of time, with a 600% increase in retention of information as compared to oral presentations alone. (Weiss-McGrath 1989)
Sales teams need to grab attention and leave a lasting impression that brings results. Conavi Medical approached us to assist in making that impression, for their Foresight ICE System technology. The company developed an innovative catheter-based ultrasound imaging system that provides both 2D and 3D views of cardiac anatomy. They needed our help to highlight their competitive advantage.
The system provides a 3D view inside the heart and provides a much wider field of view compared to other 2D devices.
Our studio created a dynamic animation that demonstrates their product’s technology in a striking and clear manner. It shows how the variable speed rotation of the ultrasound transducer is used to gather and stack conical-shaped images to create an accurate three-dimensional reconstruction. We chose a see-through radiological ‘look’, to appreciate the action of the device and to create a subliminal link to it being imaging technology. Cut-away views show the interior anatomy of the heart that the transducer images, while close-up views communicate the features of that sophisticated transducer and its wider angle of view.
Graphically portraying the details of Conavi’s technology allowed the company to differentiate their product from the competition, and to clearly communicate their device’s sophisticated mode of action more effectively than words alone could possibly do. The company showcases this animation on their website and their sales team uses it during meetings and at conferences (including virtual) to engage prospects.
Why use animations like this?
When combined with a voice-over, this type of animation is a powerful tool to enhance understanding and increase retention of the features of a product. To ensure 100% fidelity to device components and how they function, we use the CAD (or STL) files to render 3D virtual models that are completely accurate – as we did with the Foresight system. Prospects, when approached by your sales team armed with this kind of dynamic animation, are left with a greater understanding of the technology and why your device will make a difference in outcomes.
COMMUNICATE SURGICAL DETAILS TO SPECIALISTS
It is much easier to market invented tools with a clean, clear, professional concept illustration than just a description (Oxner, 2018).
Creating detailed Instructions for Use Guidelines is something we did for Intellijoint Surgical, who asked us to help communicate the ease of use of their Intellijoint HIP system. To promote it to surgeons, they needed a visual tool that effectively shows how simple/straightforward the system is to use as well as how compact it is.
This animation we created (edited for brevity), concisely demonstrates how Intellijoint HIP works: the main components; how they attach to the patient; calibration of the devices; points of measurement; and how surgical data is captured to maximize successful joint replacement. The value proposition of their system includes increased accuracy of key measurements, including for: cup position; leg length and offset; and hip center of rotation.
Since accuracy of these measurements is key to optimizing results of hip arthroplasty (Bhaskar, 2017) – including minimizing potential dislocation and impingement risks, while maximizing range of motion – it was important to highlight this accuracy element to prospects. The animation focuses the viewer on the salient surgical issues to assist in understanding how the system is used and improves outcomes. As with the Conavi animation, this movie incorporates detailed 3D views of the device components, to allow surgeons to fully understand the details of incorporating the HIP product into their workflow.
Why Use animations like this?
Clear visual communications like this stand out. Seeing the device in action helps a physician feel more comfortable with the proposed improvement to their approach. Animated Instructions for Use communicate the clear workflow involved. Intellijoint has mounted the movie on their website as the header video and uses it as a sales tool to demystify how their system works.
WORK WITH QUALIFIED MEDICAL ILLUSTRATORS
Our brain is primarily an image processor not a word processor – much of our sensory cortex is devoted to vision. (Aisami, 2015).
The team at Artery Studios is passionate about healthcare, medicine and technology, and believes strongly in the power of medical images to bolster learning and communication in the device arena. Visual communications facilitate understanding of complex technology, elucidate “ease of use” to medical specialists, and in general increase retention of the differentiators related to a specific product. When an in-person demonstration isn’t practical, sending a link to a striking and accurate animation of your product is a great way to engage potential investors and prospects. Sales teams can add value by integrating animated scenes into their conversations, while marketing teams incorporate medical animations and illustrations into numerous initiatives. The companies outlined in this article, and hundreds more, have utilized Artery Studios to enrich their communications – and maximize outcomes. Contact us with any questions.
Sponsored content by Artery Studios Inc.