3D animation success requires thoughtful planning and execution. Without it you face the risk of off-target messaging, poor quality, and wasted time and resources. We’ve taken insights from our 25 years of award winning experience and put together “5 Tips for Effective 3D Animation” to help guide your way to success. Over the next few weeks our tips will be released on our LinkedIn page, followed by being documented below.
Tip #1: Establish a Key Message to Target Your Identified Audience
A highly refined message targeted to a specific audience is critical to success. We’ve seen time and again clients that want a one-size-fits-all presentation; like a marketing animation that can be also used for training. The result is usually less than ideal. Training and education programs have a different focus and greater level of detail from marketing presentations. That’s why it’s important for you and your stakeholders to first identify the purpose and target audience, then hone in on the specific messaging.
With proper planning, a great 3D animation can oftentimes serve multiple purposes, but not in the same presentation. By developing a “base” animation, we can modify the visuals, change the narrative, and revise the supporting text to create visually similar programs with different messages, targeted at unique audiences.
Whether you want physicians to see your device performance in tortuous anatomy, or patients to understand the non-invasive nature of your procedure, tailoring your key message to your audience will increase their attention and engagement allowing your product or services to stand out as valuable and memorable.
Tip #2: Identify Your Subject Matter Experts
Subject matter experts can provide key insights during the animation process. These experts may consist of representatives from marketing, engineering or even physicians. Engaging them early in the animation process and including them at key stages of review will help ensure accuracy.
For example, a physician expert could provide valuable input on the anatomy during the animation model-review stage or an engineer could provide insights into how a device is being portrayed during the animation-review stage.
Calling on the appropriate experts to provide input during reviews will help ensure your animation is produced with technical precision, anatomical accuracy, and is representative of your brand. Identifying those experts early in the process can help ensure your animation can be produced efficiently, on-time and within budget.
Tip #3: Imagine the Possibilities
Once you have developed a key message and identified your target audience and subject matter experts, it’s time to imagine the possibilities! With 3D animation you’re able to showcase mechanisms of action, anatomy and physiology that aren’t typically visible to the viewer, or simplify concepts that are difficult to comprehend.
This may consist of bringing the audience into the human anatomy on a microscopic level to visualize how your product affects even the tiniest human structures, or demonstrating a procedure within anatomic context where we can isolate anatomy to highlight each procedural step. The possibilities are nearly endless.
Our team understands what’s possible and can spark your imagination so we can develop a captivating video where the audience can understand any complex story quickly and clearly.
Tip #4: Video Length is Vital
What’s the ideal duration for a 3D animation? Optimal length varies depending on the viewing situation, delivery platform and how much information the viewers are willing to consume. It’s important in developing and planning out your media strategies that this is taken into consideration or you may miss the window of opportunity to engage your audience.
Marketing animations are often used on company websites and social media platforms, where users tend to move on quickly, so brief and concise stories are always best. In a short presentation, emphasize the information that will make them want to explore more. Whereas, in person meetings can sustain longer, more detailed presentations because you have a fully captivated audience. Take this as an opportunity to dive deeper into the details of your product or service.
Modifying your video for each platform is the best way to ensure your video will be effective. When working with Meditech, we can help you leverage a full animation by creating unique versions that work well for the platforms you choose.
Tip #5: Plan Ahead
Product launches, trade shows, and trainings are great reasons to develop a 3D animation. The amount of time needed to develop a 3D animation varies by video length and complexity, so be sure to plan ahead and get our team involved early.
Before a project begins, we will engage you in a discovery meeting to help you prepare and discuss the needs of your upcoming animation. Brochures, IFU, messaging, and any branding that exists is helpful to our team to understand your medical device and procedural concepts so we can create consistency between marketing assets. After this meeting, your team will have a great understanding of our process, the timeline for production, and any action items needed to proceed forward.
As we wrap up this series, we’d like to discuss your future marketing initiatives and help you plan for your upcoming animation to ensure it’s effective. Connect with our team at accounts@gomeditech.com.