Healthcare: It’s your whole world, and it’s a fascinating one. Dynamic, complex, and constantly evolving. You’re often on the cutting edge of science and technological progress.
But cutting through the noise and connecting with your patients and doctors is challenging. The information is constantly changing, new laws endlessly replace old ones. The people you’re trying to reach are drowning in a sea of ever-changing information.
And as a marketer, the onus is on you to help the audience make sense of this information. Difficult as it may be, you need to simplify healthcare for your customers to trust you. So how do you keep the science intact while making your offering more understandable?
We’ll let you in on a little insider secret here: it’s all about storytelling.
But before we expand on the secret, here’s everything you’ll find in this article. If you’re short on time, feel free to skip to the sections that interest you!
The healthcare industry is pretty big and the challenges vary substantially between different segments of the industry. Discussing the issues each segment faces would get incredibly extensive and complicated.
To keep it simple, we’ve split the industry into two major halves—healthcare providers and biopharma/life sciences. Let’s discuss each and understand them better before we go into their challenges.
Starting with healthcare providers, they make the larger, more popular, people-facing half of the healthcare industry. They provide medical care and services to the general public. They’re always on the cutting-edge of innovation and technology, which can often be alienating and confusing to the general public.
Moving on to biopharma/life sciences, this half of the industry brings innovation to the industry with extensive research and state-of-the-art technology. This industry churns out a variety of important solutions ranging from vaccines to complex devices used in labs.
Now that you know what the two halves of the industry are all about, let’s look at the challenges faced by each.
As mentioned earlier, healthcare providers are always on the cutting-edge of technology and innovation. But that comes at a cost: complexity.
Owing to the complexity of the solutions by healthcare providers, there exists a lot of confusion and misinformation about healthcare. So how do you:
You cannot expect your audience to trust something they do not understand. Especially when it comes to dense, complex issues.
This is where storytelling can help.
The information speaks to an audience’s minds. Art speaks to their hearts. But a good story appeals to both, making a lasting impression. This builds a foundation of trust, upon which a strong relationship is formed.
A well-crafted video goes beyond merely explaining information. It connects with your audience at a gut, emotional level and draws them to see you as someone they can rely upon and trust.
If you’re not convinced, consider the following examples of how these animated stories leave the viewer with a lasting sense of trust and security.
Much like with healthcare providers, those in BioPharma can relate to the difficulty of keeping their message simple and easy to understand.
It is quite a challenge to stay true to—and be compliant with—the science, yet keep it simple, engaging, and inspiring.
Watering it down to layman terms doesn’t work well when you’re reaching out to scientists, healthcare professionals, and researchers. This in no way means that you fill your message with technical jargon. No. That would be counterproductive as it would become pretty boring.
You need to strike a balance between the technical and the entertaining side of your message. You need to inform your audience what your product is all about in the language they understand.
So how can pharma/biotechnology and life sciences companies overcome these challenges and stay competitive?
To stay on top of their game, the smartest pharma/biotechnology and life sciences companies utilize the power of video and storytelling.
We already know that storytelling can connect with people at a ‘mind and heart’ level together in a way that no other format does. But there’s even more.
Animation has the unique ability to explain and simplify complex ideas visually without ‘watering them down’. This makes it an invaluable and underappreciated tool for training.
At a time when physically assessing equipment is out of the question, animated healthcare videos go a long way in building trust. They help the audience understand what the product is all about and inspire them to take action.
Especially in training, deploying healthcare marketing videos means that you can slash both training costs and time. All this while, you get to maintain critical levels of comprehensiveness, quality and detail.
A well-made animated healthcare video can dazzle and impress everyone from laymen to professionals. Let’s take a look at some examples to see these words in action.
Chronic pain sufferers deal with more than just the ever-present physical symptoms; they also deal with general apathy from friends and family and being bounced from doctor to doctor and never finding a solution. It’s an affliction that is largely trivialized, not taken seriously.
Being a global pharma company, Pfizer wanted to raise awareness about the nature and condition of chronic pain. So rather than just delivering a lecture, they took the storytelling approach in this video.
By telling individual stories about what chronic pain sufferers endure, this animated video brings viewers to a better understanding of this disease, and encourages them to have greater empathy when dealing with sufferers. It leaves them with the knowledge that this is a real problem that Pfizer and others are working hard to solve.
Concepts like disease, infection, vaccines, the immune system and so on can be difficult to understand or visualize. There’s no dearth of myths and misconceptions about the flu. GSK wanted to debunk these and separate fact from fiction.
So they deployed this colorful and amusing animated video. These concepts are personalized as goofy cartoon monsters, while examining popular ideas about the flu and checking them off as true or false.
This approach makes the science simple, interesting and even entertaining without losing focus or watering it down.
In an era of widespread misinformation and mistrust, videos like these have never been more important and vital.
Nobody enjoys going to the dentist, especially that dreaded drill. But Solea came up with a revolutionary new laser dental drill that does away with the pain, discomfort, and those shrill noises. And they needed to tell everyone about it.
Their video takes a beautifully minimal, abstract approach. The script expertly draws the viewer in with suspense and curiosity, building the backstory of slow and careful innovation. This way, the reveal surprises and excites the viewer, even if they have little understanding or curiosity about the trends in dental technology.
Ultimately, this video works especially well because it targets both patients and dentists at the same time. The dentist can immediately see their job is made far easier. Meanwhile, the casual viewer is enticed by the promise of a pain-free and comfortable visit to the dentist.
When it comes to a topic like a lab standardization, you realize right away that it is, to be blunt, rather boring for the layperson to understand. So here’s a perfect example of how animation can be used to explain an issue that’s information-dense and difficult to simplify. An animated video can explain it in a manner that’s not only easy to follow and understand, but can even be entertaining, by turning it into a colorful story with lively characters.
Cancer is a pretty complicated, heavy topic to cover and explain at the best of times. It’s just as difficult to explain the various therapies and methods that oncologists deploy to fight it and save patients. But thanks to animation, Novartis was able to break down and explain CAR-T Cell Therapy with the help of clever and appealing visuals-- all without ‘dumbing it down too much to be useful.
Here we can see a rich example of 3D animation, and how useful and effective it can be in the world of medical devices. This kind of animation is even superior to real live footage, in that it can explain and depict the uses of medical devices and robotics. This revolutionizes training for technicians by making training better, clearer, faster and cheaper.
Not all videos are aimed at the common layperson. There’s a need for videos targeted at doctors, researchers, scientists and similar professionals. But just because the information is so heavily technical, does not mean that it should be boring and tedious, either. Professionals are busy enough already.
Here we see an example of an animated video that is scientific and technical in nature, but it still holds interest while explaining the data with interesting but not distracting visuals to reinforce the key points. When you’re trying to get the attention of professionals who browse through immense amounts of data on a daily basis, there is still the need to stand out and be heard, and well-understood-- and nothing achieves that like a well-crafted animated video.
Here’s another video aimed not at patients, but at doctors and researchers in oncology. Even though it can afford to be more technical and information-dense, it has been animated in a way that’s visually appealing and takes care to humanize the topic.
Purification of proteins, antibodies, and EVs is a complex process and your technology solves exactly that problem, creating very high value for your customers.
But will customers invest in your technology unless they can understand it and feel confident about it? How do you earn their trust?
That was the problem Takara Bio came to us with. They wanted to release a set of videos about their product. But they did not want to overcomplicate them as they were supposed to go out on social media.
This is where we helped them with great videos to tell visual stories that untangle the complexity, secure their confidence, and inspire the audience to act.
We helped them empower their audience to visualize what is conventionally not visible to the naked eye.
As a medical equipment manufacturer, you need to give the right information to your audience. Regardless of whether you’re selling to businesses or directly to customers, you need to ensure you’re not simplifying the concepts too much. In this era of technology, people make informed buying decisions—and for that, they need to know your product well. As you might have guessed, getting the right balance is quite difficult.
Such was the predicament CooperVision asked us to help them out with. They wanted to spread the word about their new one-day contact lenses in an engaging, yet informative way.
So we created a series of cartoon videos for their landing pages, along with animated gifs for social media. While most of the video was simple and easy to follow, we used certain keywords that the scientific community could relate to. This was done to appeal to businesses as well as consumers alike.
People generally trust pharmacies. And when you’re one of the best and most widely-recognized pharmacies across the nation, people trust you even more. So when trust is not an issue, the success of your awareness initiative falls on how well you connect with your audience.
Walgreens asked us to help them out with that. They wanted to encourage the public to incorporate good health habits into their lifestyles-- getting regular flu shots, for example.
We made this series of short social media videos for them. A strong emphasis was placed on visualizing elements that we can’t normally see with the naked eye—just like the influenza virus. Such visualization helps the audience connect with the video better. For us, that solved our client’s problem.
Medical equipment is complex and requires a great deal of precision when represented visually. Such accuracy is difficult to ensure in two dimensions. Being inaccurate reflects badly on the company and can affect how the audience perceives the product as well as the manufacturer.
This was the problem that sports medicine company Breg wanted to solve when they came to us. They wanted to get a product feature video made for one of their medical devices. The video needed to explain the product in detail, but be visually clear and easy to follow.
We created this 3D healthcare video for them, fusing together 3D product animation and motion graphics animation. Read Breg's success story to know more!
There you have it. The secret to simplifying healthcare marketing is telling your story right. With a skilled storyteller crafting the right animated videos, you can reach, engage, simplify, explain-- and win hearts and minds. Storytelling is a powerful tool that can put you at the top of your game. Lock in meaningful engagement today and forge lasting relationships for tomorrow.
What do you think? Is there anything we missed? Drop a comment and let us know!
US (732) 387-3864
US Office (Sales & Marketing)
371 Hoes Lane
Suite 200, Piscataway,
New Jersey - 08854
Indian Office (Production)
WeWork, 246, Udhyog Vihar Phase 4
Haryana - 122016