Video is the ultimate way to showcase a medical device, its impact on patient outcomes and its potential for revolutionizing healthcare. Following are 5 examples representing 9 principles for excellent medical device video production.
This example, from Advanced Bionics, embodies many of the top principles of great medical device video production:
- A 360-degree video of the device, including the surgically implanted portion of the system gives investors, physicians and patients a comprehensive idea of what the device is. In this case, the device is animated. Showing the actual device may be more beneficial for new devices or those in the process of developing brand equity.
- Anatomically correct animations of the body demonstrate precisely what the device does. In almost all cases, animations are favored over actual images so as to conform to HIPAA compliance, appeal to the non-medical population (investors, patients) and create clean, clear images of device usage.
- Professional voiceover explains the device features and benefits, complimenting the visual images on screen without redundancy.
- A professional music bed adds dimension to the video, making it pleasing to listen to and creating a cohesive feeling throughout the production.
- The video script follows a basic format to include a description of the problem, the cost of that problem (this is not always a monetary cost) and the proposed solution. In this case, the upshot is, “fraction of the cost.”
The next example, from CranioVation, demonstrates many of the previously described attributes and brings us to our sixth principle.
- Make good use of bugs for branding and explanation. In television, a bug is an image that appears along the bottom or in the corner of the screen to promote a show. In medical device video production, simple bugs like the ones used in this video show technical information like “635nm LED source” or “Fiber Optic Transmission.” More complex bugs might include the medical device company logo or promotion for a similar, related device.
Our third example, from Danaher Corporation, reflects storytelling at its finest and showcases the seventh principle.
- While video typically does not include heavy text, some require more than others. Break text blocks into short, digestible segments and frame or animate them with a consistent design element like the boxes shown here.
The fourth example, from Baxter International, is a beautiful example of the next principle.
- Use animation to create an engaging, consistent story about an otherwise complex or dull topic. The animation engages the imagination, brings the story to life and leaves a memorable impression. Actual images of the sterilization process could have never been so effective.
And the final example, from Medtronic, shows the importance of the last principle.
- Humanize healthcare with people. This look into the research and development team’s passion for and focus on eliminating cardiac complications is inspiring on a whole new level. Their stories humanize the device’s story, touching hearts and inspiring awe. That’s medical device marketing at its peak.