Marketing is a fast-moving business, and digital marketing is even faster because it is changing all the time. “Just keeping up” can be hard especially when your own industry is changing rapidly, independently of what is happening online.
Medical device marketing shares some key strategies with healthcare marketing in general, however, it also presents a number of challenges that are best tackled with certain tools. TBA Digital’s Blackboard is a great starting point for any medical device marketing professional looking for resources, but let’s take a deeper dive into some of the digital tools that are best suited for medical device marketing.
CloudScape spins up a range of different VM instances on AWS, Google Cloud and Microsoft Azure to run popular benchmarks to test system performance and presents easy to understand performance statistics.
Okay. You've got a pretty good idea of
the kind of video you want to create.
Now you have to communicate that vision
to your agency so that they can come
back with, among other things, a
figure for what it's going to cost.
You could go to formal RFP route, but
because this is a smaller project,
you could also just ask for estimates
from a few agencies. Let's say,
two you've worked with in the past and
one newcomer-just to keep your options
open. So you describe what you're hoping
to see on screen, the video length,
how long you expect the animated segment
to last and the date you need it done
by. All in a page or less. You send it
out to a few agencies. A week goes by.
They return with their proposals,
outlining what it will cost for them
to produce your patient-targeted video.
And you receive a range of quotes.
In the accompanying proposals,
the budget is broken down into
costs, such as location scouting,
catering, casting, sound mixing.
There's also a schedule for the project.
It includes dates from everything from
pre-production to something called
And you realize you don't even know
what some of these things are. Fear not!
In these next two videos,
we're going to describe the essential
steps of producing a medical video.
Or any video for that matter.
So that you at least have the vocabulary
to make sense of your agency's proposed
budget and schedule.
Let's start with the three main steps
to producing almost any live-action
video. These are pre-production,
production and post production.
Production is the actual shoot.
Cameras are rolling. Actors are acting.
The director is directing. In other words,
all of the things that happen on set.
Pre-production is what happens before
that. And post production? Well,
that's what happens after the shoot.
Pretty straightforward, right?
First we'll look at the main steps within
what is probably the most important
and lengthiest phase: pre-production.
Step one, decide on the creative approach.
So let's suppose you and your agency
have signed off on the proposal.
You've agreed on the basics.
Number of actors, locations,
days of shooting required,
budget breakdown, and deadlines.
Now you get to exercise some
creativity and decide on the specifics.
Maybe you want a specific actor to play
the doctor or someone knows an office
with a really cool reception
area for a particular scene.
Someone else has an idea to shoot the
whole thing strictly from the patient's
It's up to you whether you want to be
involved in this kind of brainstorming,
or if you want to leave that entirely
to the creatives at your agency.
Depending on the kinds of
ideas your team comes up with,
the brainstorming may
lead to more research,
which may lead to yet more brainstorming.
the clock is ticking and you
have a timeline to follow.
Eventually you settle on a
one-page outline that people
are willing to commit to
an actual script. Let's say at this stage,
we've agreed on nine scenes filmed
at four different locations.
An initial consult with the doctor in
their office, the patient wearing glasses,
agreeing to the procedure. At home,
the patient prepares for the
procedure on the eve of the surgery.
A brief sequence of the
patient arriving at the clinic,
signing a release form
in the reception area.
Another brief live-action sequence in
the room where the procedure takes place
as the patient is prepped. An
animation of the procedure itself.
Another brief scene in the waiting area
as the friend arrives to escort the
A sequence at home that includes changing
the bandage over the eye and putting
in eye drops. A last follow-up in
the surgeon's office, all went well.
And the last shot is of our patient
stepping out onto the street,
outside the doctor's office or at a
nearby park and taking in the view,
crystal clear and glasses free.
Step two, write the script.
Once you've nailed down your basic idea,
a writer has to write the
first draft of the script.
The first draft will no doubt be punted
around the circle of creative as before
everyone, or at the very least
the client is satisfied with it.
The venue for these discussions
is something called a table read,
where everyone sits around a table and
offers their notes for improvement as the
script is read aloud.
Sometimes this pre-production draft
is followed with a shooting draft,
which will list and number every shot
to be recorded on the day of the shoot.
Once the script has been finished,
it must be submitted for
legal and regulatory review.
This department is where all the best
ideas contained in the document will go to
die. Step three, create storyboards.
The next step is to create a storyboard.
This is a bit like a comic
book version of the video.
Storyboards can be crude
or they can be works of art suitable
for framing after the shoot.
The important thing is that the director
and the camera operator can look at
them together and anticipate
each camera setup and shot.
Because our video includes
an animated sequence,
this part of the storyboard will have
to be more detailed and worked out with
the help of an animator.
Step four, scout locations.
Finding places to shoot your video can
be one of the most difficult parts of
pre-production. For our video,
the only real location problem is that
the room and the equipment where the
surgical procedure takes
place is in high demand.
So we may have to shoot that scene
outside of normal office hours.
The key here is to keep this
portion of the video brief.
All we need is a shot of the patient,
buttoning up a sterile gown over their
street clothes and lying down on the
Then another shot of the patient
eye-bandaged leaving the operating room.
This is just one more reason we're
animating the actual procedure rather than
attempting to shoot it live.
Step five, cast your video.
Real life experts and patients, or actors?
professional actors will do a much
better job of interpreting and delivering
their lines. But even in a video like
this one where there's no spoken parts,
actors know how to take direction
and how everything works on a set.
Using pros will just make
for a smoother shoot.
All right! That completes pre-production.
You're ready for the shoot.
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