how animation is boosting marketing in the pharmaceutical industry
Pharmaceutical animation helps pharma marketers convey their complex messages in a more palpable and engaging way by simplifying the delivery whilst still retaining the most important facts and concepts.
Omnichannel marketing has been a standard in digital marketing for many industries for several years, and the healthcare/pharma industry is only just catching up. Omnichannel marketing is a constant stream of content across all digital channels—whether it be social platforms, websites, video content, and patient/product reviews all at the same time.
Our multi-award-winning animation studios work with a number of companies in the healthcare and pharmaceuticals industry, on everything from corporate explainers that simplify complex ideas, to 3D product modelling and branded website graphics—-and we’ve found that pharma animation offers a unique and highly engaging platform for HP’s to tell their stories within the healthcare space.
How is animation used in pharmaceutical marketing?
Just like doctors need to consider their bedside manner when working with patients, marketers in the pharma industry need to consider their target audience, and tap into their human/emotional side. Whether you’re marketing B2B or B2C, the most important thing to remember is that you’re always marketing H2H—-human to human.
Whether your company is looking for funding, preparing to unveil a new product or service, or simply trying to explain to your target audience what exactly they’ll be getting from you, animation is a versatile and powerful tool that appeals to that very important ‘human’ side of your customer.
Key ways in which animation is used in pharma marketing are:
To make complex medical terms and info easier to absorb, understand and remember
To present promising ideas and concepts to potential investors
To train reps and employees
To increase engagement and interest through the use of powerful visuals
To facilitate the growing popularity of omnichannel marketing by optimising content for maximum reusability and shareability on a variety of platforms
How global pharma companies have utilised animation in their marketing campaigns:
1. explaining difficult concepts - bayer pharmaceuticals
The art of an explainer video (whether it be for a company’s services, or particular term or concept) is being able to simply and effectively convey complex information to minimise confusion and maximise understanding. By implementing animation, Bayer Pharmaceuticals were able to provide good knowledge of an industry term that’s important to them, while at the same time entertaining and engaging viewers.
2. illustrating medical procedures - fortis healthcare
Fortis Healthcare expertly utilised animation by illustrating an otherwise complex medical procedure (an Angioplasty) for their clients to view. With the procedure being potentially life-threatening, HP’s had to find an alternate way of conveying an in-depth, thorough analysis of important info both simply and visually.
At the time of writing this, the video has over 6 million views, and 577 comments supporting the company’s investment in the animation.
More examples to enjoy…
3. addressing sensitive subjects - skills for care
As part of their marketing campaign, ‘Stop, Think, Dignity’, Skills for Care commissioned an animation from a studio to highlight how some of their clients are unknowingly being disrespected by staff members. This is a great way of addressing these issues without explicitly pinpointing anyone, whilst at the same time ensure that your clients continue to feel comfortable whilst utilising your services.
The part of the campaign that really pulls at your heart strings, is the addressing of the problem where persons who speak up or request help/care often ends up being disrespected for it. By commissioning this animation, the business solidified their brand as trustworthy and innovative. In turn, the animation also informed their staff on how to treat vulnerable people without disrespecting them.
at a glance
Animation helps pharmaceutical marketers convey their complex messages in a more palpable and engaging way.
Pharma animation offers a unique and highly engaging platform for HP’s to tell their stories.
Animation is a versatile and powerful tool that appeals to that very important ‘human’ side of your target audience.
To read more about the benefits of animation in the healthcare industry, check out our article here.
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