Pharmaceutical Animation: Say More With Video

The pharmaceutical industry has an extensive reach. However, large companies within this sector do not have a strong brand perception with the public.

One of the challenges pharmaceutical companies need to overcome is communication. For the most part, pharma communication is the existing paradigm that is neither informative, engaging or memorable.

So what can companies in the pharmaceutical sector do to bridge the gap when communicating complex products to a public that wants to know what benefits they will get from pharma products?

The annual survey published by WyzOwl shows the number of internet users consuming videos online has almost doubled since 2018. The report also reveals that 88% of consumers want to see more videos from brands and 99% of marketers that used video in 2021 plan to do so in 2022.

However, marketers also find that animated videos are the most effective format when communicating complex issues. Videos are an easy way to communicate lots of information and with animation, you can tailor video content to match a brand.

In this article, we take a look at the various ways animated videos can benefit pharmaceutical companies. You will learn why animation is so effective and what types of videos make great content for improving communication.

What are the benefits of using pharma animation videos?

Communication in the pharma industry not only has to be clear. It has to be memorable. 3D medical animation can, therefore, help the general public to recall your brand name and products.

Animated videos have several advantages over other forms of communication. Visual mediums help viewers to understand brand messaging more clearly. This is highly important for pharma communication.

Pharma animation is also a simple way of delivering a lot of information without overwhelming patients. Unlike reading through reams of text, engaging visuals have a far higher memory recall rate.

Researchers found that image recollection has a success rate of around 72% when recalling relevant information. Some studies have shown that memory recall when using animated images is as high as 92%.

In comparison, people only remember between 10% and 20% of what they read.

When you add a voice-over, you can enhance communication even more. Whilst spoken language provides relevant information, medical device animation help viewers understand complicated explanations.

You can also include your logo and brand colours in an animated video. This also helps your prospects to think of your brand when they are at the point of the customer journey to buy medical products.

Increase familiarity and relationship with customers and clients

Another reason for the lack of public trust towards pharmaceutical companies is that pharma communication can feel impersonal. When your audience is people that feel afraid and vulnerable, the communication needs to show compassion and forge a connection.

Because pharma communication is complex, however, patients typically feel overwhelmed and daunted. 3D medical animation provides a solution by keeping pharma animation light and accessible, Subsequently, pharmaceutical brands feel more approachable.

Whilst cartoons can be fun, pharma communication often needs to be sensitive. Fortunately, there are several ways to make pharma animation connect with your audience.

For example, you can adopt an art-style approach to convey your message. The tone can be compassionate and comforting or mature and refined.

Storytelling and characters can increase engagement

Because consumers are bombarded with online content, marketing videos have to grab attention almost immediately. Statistics show that you have to engage your audience within the first three to eight seconds. What’s more, engaging videos can increase your SEO ranking.

Animated characters that have abundant personality increases the chances of grabbing the attention of your audience. Because characters reflect the human condition, the animation is a great medium that deeply connects people with ideas.

Stories also help to unfold your marketing messages. And like images, the narrative in a storyline significantly increases memory recall and understanding. This is why the ancient myth has remained so popular for thousands of years.

Not only that, but pharma animation can be extremely versatile and distributed through various marketing channels. This is important to consider because the length of your videos will be determined by the platform you use.

Long-form videos are typically accepted on YouTube. A number of commentators within the medical industry will post interviews that last between one and two hours. However, most pharma animation videos only need to last for around 10-15 minutes at most.

Audiences on other social media channels such as Facebook, Instagram, and Linkedin may not stay with your video for longer than four minutes. The average length of videos on Tik Tok is between 21 to 34 seconds.

What types of pharma animation videos are proven to work?

Putting an animated video content strategy together is a little more complex than other mediums. However, you can easily reuse animated content across pharma communication – which makes it easier for content creators to organise the roll-out of your content strategy and keep the costs down.

For example, you might want to make a long-form piece of content with around 15 minutes of footage. You can then extract footage from that one piece of content to use across all your other platforms.

The content you include in the original piece could also address the various types of videos you can make. Let’s take a closer look below.

Introduction Videos

A video is a good way to introduce your company in a friendly, fun and accessible way. It should include your brand values and brand promise.

Medical Mechanism of Action (MoA)

3D Medical animation is the easiest way to show internal bodily functions – an animated process we call mechanism of action or MoA. This type of video is best suited for medical professionals that are interested to know how your products can help to treat their patients. MoA also makes consumers feel more at ease with medical concepts.

Company Culture

Pharma communication should inform the general public about the company. Animation can help you to raise awareness of your company culture in a fun and engaging way.

Corporate Explainer

Despite being a great way to communicate, most corporate explainer videos are dry and rigid. Animation allows you to add the verve and energy that is missing from videos featuring real-life people.

Social Media Videos

As mentioned above, the type and length of videos you create should be determined by the social media platform you are posting you are posting the video.

There are more videos consumed on social media platforms than anywhere else. However, the likelihood of social media users sitting through a video about how to use a medical device is remote.

3D medical animation, on the other hand, provides you with a clear and easy way to display a device and helps viewers understand how it works.

Product Explainer Animation Videos

Regardless of whether you are creating an explainer video for marketing purposes or to show the end user how to use a medical device, animated videos increase engagement and understanding. You can also use explainer videos across a broader range of platforms such as waiting rooms in hospitals and clinics.

Whiteboard Animation

Whiteboard animation involves hand-sketching imagery so that it appears as the voice-over explains the concept. This is a visually engaging way to format videos because viewers want to know what happens next.

2D animated scientists, one on the computer, one thinking and a third with a lightbulb above their head

Tell Us About Your Project!

We believe that Pharma animation is a great way for companies in the pharmaceutical industry to effectively improve communication and public perception.

If you agree with us, we would love to hear from you. So why not get in touch now and tell us about your project?

And if you’re not sure what content to include in a 3D animated medical video, take a look at some of our previous projects.

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