Looking at ways on taking your Medical Communication to the next level?
Mechanisms of Action Videos, also known as MOA videos, are videos that visually explain how a drug or medical device acts to affect a physiological condition.
In pharmacology, the term mechanism of action (MOA) refers to the specific biochemical interaction through which a drug substance produces its pharmacological effect. A mechanism of action usually includes mention of the specific molecular targets to which the drug binds, such as an enzyme or receptor. Receptor sites have specific affinities for drugs based on the chemical structure of the drug, as well as the specific action that occurs there. Drugs that do not bind to receptors produce their corresponding therapeutic effect by simply interacting with chemical or physical properties in the body. Common examples of drugs that work in this way are antacids and laxatives.
In comparison, a mode of action (MoA) describes functional or anatomical changes, at the cellular level, resulting from the exposure of a living organism to a substance. *source.1
3D MOA videos are typically produced by healthcare agencies on behalf of their clients, the pharmaceutical companies that develop/sell drugs, or the Medical device companies looking at ways to explain complex intricate details on their product.
Over the last 20 years we have witnessed a technological boom, everything from the dawn of the internet, to iPhones, APPS, AI, online banking, social, how we communicate now is far different from before and this is true within large Pharmaceutical companies and the medical health industry. Grand View research has forecasted that the global market for medical animation will expand to a value of $514 million USD by 2024.
3D animation is a very popular choice for MOA videos, although slightly more expensive, its ability to convey space and depth makes it popular for explaining complex scientific topics. Deep diving to a cellular or molecular level or deconstructing a medical device is no longer impossible with new 3D Technology, and the use of strong contrasting colours makes highly technical stories easier to follow.
3D communication can be used in many ways:
Pharmaceutical companies currently understand the gap that has appeared between them and patients has grown too big, and they are finding ways on closing this gap. One way is to increase communication and ease of understanding complex information. 3D MOA Patient eccentric videos are helping to do just that, in fact these types of videos can convey important information before they even see a doctor for the first time. Patients now have access to the WWW and with this, they are more likely to start their search for medical help online. Pharmaceuticals now understand that by uploading 3D animation to their websites, medical institutions can help prospective patients better understand their medical conditions, the medicines they need to take or the procedures they may undergo.
Medical Education and CME/CPD Training
Just as Medical Animations are an effective tool for patient communication, they can also play a vital role within the education of medical professionals. Educators now have the possibility to offer a live 3D Medical Interactive solution to their students, explaining such topics as anatomy of the human body, the effects of a disease on the human body, pathologies, Cellular and Molecular biology of Cancer. This experience is far richer for medical students having the ability to deep dive into certain areas creating a better understanding of medicine.
Certain courses are also starting to adopt 3D animation to help the medical world of HCP’s continue to learn with the very latest in learning technology. CME and CPD courses are of great interest to Pharma and Medical Device companies as this allows them to keep in touch with their HCP’s offering Interactive creative learning solutions while gaining essential credits at the same time.
Marketing within the medical field can have difficult challenges to overcome. The information can be dry, too technical and not engaging enough. Using 3D Animation can overcome this challenge by bringing to life industry standard static 2D images that are currently being used and transforming them into Engaging, interactive absorbing content that can communicate hours of text into an easy to understand 3D Medical Animation video.
Patients are far more likely to view a 1 min video on a complex drug MOA than read the leaflet, as the presented visual presentation takes far less time to absorb.
These videos can also be easily shared and liked through the social community, allowing Pharmaceutical companies to quickly have the key message viewed by the patients, ensuring that key drug components and the MOA are being successfully communicated.
This is a very important area for Pharmaceuticals and Medical device companies as it is the HCP’s that drive revenues and growth, in the medical industry. 3D animation is an effective tool when trying to communicate new product launches, new research breakthroughs in medicine and MOA’s. As mentioned earlier, you can fit a lot of information into a relatively short animation, making them the perfect media medium. In fact, 3D Media can be absorbed 60,000 times faster than you can process text-based information. Sales forces are now realising that they don’t even have to see the HCP’s on a regular basis, they are able to send through the Content via email and follow up with a call, increasing productivity, streamlining processes and decreasing workflow.
HCP’s are also using these videos when they have the patient with them in appointments, helping to explain complicated information within 1.5 minutes. This is having a positive effect on doctor waiting times helping to reduce stress load in practises.
Point to take into consideration when looking to create an MOA Video
- Length of the video. 3D MOA is not cheap and usually charged by the second. Longer videos require more assets to be developed and more hours of labour to animate, the shorter the script the more cost effective your final price will be
- Length of video is not always down to budget, here at 3DToz we ask clients to keep videos under 2 minutes, otherwise viewers start to become less engaged and the miss the message that is trying to be conveyed.
- Revisions are costly and MOA videos go through rigorous medical and legal approval processes. Ensure you understand how many revisions are included in the quote.
- Deadlines are an important factor, too short and overtime will be required, adding cost.
- Do you have a ready-made script for your video? Scripts should include all voice over and descriptions of the visuals, including text that will appear on the screen
- Story Board should include rough art that can be passed over to allow the 3D team to have a initial idea