The healthcare industry continues to evolve, to do the Darwin tango in massive steps — as do the marketing strategies used to promote medical products and services. They go hand in hand. One of the most effective ways right now to truly capture the attention of potential clients and educate them about complex medical procedures is through 3D medical animation. It’s an easy and cost-effective, not to mention, a dynamic tool. In recent years, 3D medical animation videos have become increasingly popular in healthcare marketing, and for good reason. These state-of-the-art videos can assist medical professionals communicate complex concepts, difficult procedures, and much more in a clear, concise, and engaging way.
Visual content in healthcare marketing — the new “it”
We are visual creatures. Humans process images a thousand times faster and with more efficiency than words. That’s why, in today’s digital free-for-all, visual content has become an essential component of effective marketing strategies in every industry, and healthcare is no exception. Research has shown that visual content is more engaging and memorable than text-based content, making it an ideal way to communicate complex medical concepts to patients and healthcare providers.
Numerous studies have uncovered the effectiveness of this type of content in improving learning, memory, and attention retention. For example, scientists have shown that images can improve the retention and recall of information, with some studies suggesting that people remember up to 80% of visual content compared to just 20% of text.
Another study published in the Journal of Educational Psychology discovered that students who received image-based instruction performed better than those who were only given text-based instruction — That same study highlighted that visual aids helped students better understand complex concepts, and apply what they learned.
A paper published in the Journal of Visual Literacy found that visual aids helped people process information faster and more accurately than text-based information — at a neurological level. With the use of scans and MRI machines, the study found that visuals not only captured people’s attention but also helped them retain information in the part of the brain designed for long-term memory.
Research has also shown that visual content can improve engagement and increase the time spent on a website or social media platform — it can even increase a client’s desire to buy a product. According to a study by HubSpot, content with relevant images received 94% more views than content without images. The Journal of Advertising Research found that ads with visual content were more effective in persuading consumers than ads with only text. The study showed that visual content helped to create a more emotional connection with the audience and increased the likelihood of action.
One of the most unique and dynamic ways of doing this is through animation and one of its most prolific styles — 3D medical animation. By using cutting-edge technology, the type employed by Pixar and the like, to create highly realistic and detailed visualizations of procedures and processes, medical professionals can provide patients with a detailed and clear understanding of their condition and treatment options.
The rise of medical animation in healthcare communication.
As the healthcare industry becomes increasingly competitive, professionals are on the lookout for new and innovative ways to promote their services and products. One of the main tools their marketing staff is employing is video content — and with it 3D animation.
3D medical animation has rapidly emerged as a highly effective tool for communicating complicated and often convoluted medical concepts to patients, physicians, and other healthcare providers.
What is 3D medical animation?
3D medical animation is the process of using computer-generated imagery – CGI- to create highly realistic and detailed visualizations of medical procedures and processes. These animations can be employed to explain a motley of complex medical concepts to individuals, healthcare providers, and other stakeholders in the healthcare industry.
3D medical animation videos can be created for a wide range of medical applications, including but not limited to surgical procedures, medical device marketing, and medical education and training.
And do they help? Let’s look at the vase of “Trevor’s Story” and the Animated Video created by Cleveland Clinic
Cleveland Clinic, a nonprofit academic medical center in Ohio, produced an animated video titled “Trevor’s Story” as part of its marketing and communication strategy. The video tells the story of Trevor, a young man who had a heart attack at the age of 20 due to a congenital heart defect. In the narrative, Trevor’s condition was quickly diagnosed and treated by Cleveland Clinic’s Heart and Vascular Institute.
The animated video’s main goal was to raise awareness about the symptoms and risks of congenital heart defects and to encourage people to get regular checkups and screenings. The video also aimed to showcase Cleveland Clinic’s expertise in treating heart conditions and to boost the hospital’s brand recognition.
The video was uploaded onto various channels, including social media, email marketing campaigns, and Cleveland Clinic’s own website. Trever’s Story was also shared with local news outlets, resulting in coverage on several television stations and websites — it was a PR blitzkrieg.
The results of the campaign were impressive:
- Trevor’s Story was viewed more than 330,000 times on YouTube.
- The campaign generated huge media coverage, with articles and segments appearing on local and national news outlets.
- Cleveland Clinic reported an increase in website traffic, social media engagement, and patient referrals following the release of the video.
The success of “Trevor’s Story” demonstrates the dynamic and overwhelming power of animation in healthcare marketing and communication. By using a compelling story and engaging visuals, Cleveland Clinic was able to raise awareness about a serious health issue, showcase its understanding and expertise in the matter, and even increase its brand recognition.
5 reasons to Integrate 3D medical animation into your marketing strategy
Enhanced patient understanding and compliance
3D medical animation can assist patients to better understanding their medical condition and get a handle on the treatment options available to them — this leads to better compliance, more self-awareness, and better outcomes.
Engaging and memorable content
3D medical animation videos are highly engaging and memorable – they tell stories, and after all, aren’t sapiens storytelling animals – this makes them an ideal way to promote medical products and services.
Makes the complex digestible
3D medical animation’s main value is that it can simplify complex, composite, and manifold medical procedures — making them easier to understand and digest for patients and healthcare providers.
Boosting marketing and promotional efforts
3D medical animation can also be used to create highly effective, incredibly dynamic marketing and promotional materials.
Versatile applications
3D medical animation can be employed in a wide range of healthcare applications, and channels — including medical education and training, as well as pharmaceutical and medical device marketing, and telemedicine and virtual healthcare services. It is a great resource and one can up a hospital’s marketing reach and visibility.
Tips for successful 3D medical animation integration
If you are considering integrating 3D medical animation into your overall marketing strategy, there are a few key things to keep in mind. let’s break them down:
- First, it is important to work with a professional 3D medical animation studio, such as Kasra Design, to ensure that your animations are accurate, engaging, and compliant with healthcare regulations — and that it has great quality to them.
- Secondly, it is critical to tailor your content to your target audience, whether that be patients, healthcare providers, or other stakeholders in the healthcare industry.
These two tips can help you create highly effective 3D medical animation videos that will enhance your marketing efforts and improve patient outcomes.
