Why Bother Using Animation?


Pharmaceutical and other related medical companies are beginning to rely more and more on 3D presentation to explain how their products work. This visual communication tool can immediately capture an audience’s attention in a way that a verbal speech or article can not. Furthermore, 3D animations can help an individual more easily understand complex scientific topics (ie, mechanism of action animations).

You can easily find a lot of companies who claim to specialize in this field, but without true depth of medical or scientific knowledge, the animation can misrepresent at best and at worst, negatively impact your product. For example, incorrect DNA structures depicting the left-handed type Z spiral, only observable when the DNA has been chemically modified, are pervasive in scientific graphics and used incorrectly to represent the DNA found in normal ceullular conditions. Only trained individuals have the vision to depict subtle differences of the awkward left-handed DNA spiral versus the smooth turnings of the right-handed type DNA.

For a successful and accurate animation, the complex subject matter must be divided into its component pieces and then summarized into a visual message that is accurate, educational, and soothing to eyes. This is the main goal behind the animation process. While considering companies for 3D presentation, you should always keep in mind the below parameters:

1. Scientific Accuracy

Scientific accuracy is always important for creating any kind of animation. For example, if we are showing a coronary angioplasty procedure using animation, the size of the device, placement within the coronary artery, and heart depiction should all be accurate. Extensive background preparation is required so that the animation development occurs smoothly and with minimal fuss.

2. Visual Impact

It is impossible to show real-time videos of surgical operations or how a medicine affects the body. So 3D animation is used for communication purposes in which the viewer can easily understand the procedure, but also hopefully be amazed at the same time.

3. Educational value

No matter what animation solution you use or how it is delivered, make sure that the medical information is something that the intended audience truly wants instead of just communicating what you think is important. Start by asking yourself, "What value can we bring to our audience (whether other doctors or patients)?" Answering this question will assist you in developing the script and storyboard, which are the core parts of the animation development process. Essentially it is the story you tell about your product and the associated disease state.

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