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.
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You're ready to enter production:
the most expensive and high pressure
phase of producing your medical video.
Step six, shooting your video. So
why is production so expensive?
Well, because so many skilled people
have to do their jobs all at once.
But this is where careful preparation
of the script and storyboards pays off.
And a director who can keep a cool head
under pressure is also a key asset.
In addition to the director
and camera operator,
there are specialists for lighting,
recording the sound (although not in
our case) and hair and makeup artists,
to ensure the actors look their best.
In general, the bigger the crew,
the faster and more easily the
shoot will go. Unfortunately,
the bigger the crew, the faster
and more easily the money burns.
Whether you choose a large
or small crew depends on many
factors from budget to
shooting location. In our case,
a larger crew may be warranted for the
day where we are shooting the patient on
Every hour that laser-eye machine is
not working costs the clinic money! By
the way, feeding the crew is always
part of the budget. Otherwise,
they may wander off set at lunch
and begin foraging in the wild.
And that can be expensive if they
don't return on time. As the client,
you can be expected to
be invited to the set.
Your reward will be a frustrating mixture
of boredom (waiting around for the
crew to do their jobs) and anxiety
(watching your company's money burn).
Try to stay out of the way and learn what
you can. And if you do get in the way,
well, everyone will still be
nice to you because, you know,
it's you who's paying the
bills. Well, that went fast.
We are now ready to enter post production.
The pressure eases up
in post-production. Yes,
this work is just as important as
the other phases and it can be quite
expensive. But the entire project has now
been captured as bits on a hard drive.
It all just becomes easier to manage from
this point on as fewer people have to
be wrangled at each phase.
record a scratch
track. In a script like ours,
which is driven primarily
by a voiceover narration,
some directors like to record a
scratch track prior to editing.
This is an informal reading
of the script's voiceover
with pauses to allow for
visuals to play out.
The idea is to approximate the
final professional narration,
giving your video editor
something to cut to. Step eight,
editing your video. This phase can
be surprisingly time consuming.
The first edited version of your
video is known as a rough cut.
It consists of your best takes of all the
scenes you're going to include in your
movie assembled in sequential story order.
The exact length of each shot, or even
their order, has yet to be determined,
but they're almost all there.
Now in our case,
there's going to be a big blank space in
the middle of the rough assembly until
the animation is done.
The director may choose to insert what
is called an animatic here--a series of
still shots of the storyboards to
stand in for the animation until it's
completed. Step nine, record the
final narration or voiceover.
Narration may or may not be an
element of your video. But if it is,
it's usually laid down
sometime around picture lock.
Picture lock marks the end of
picture editing in your project.
From this point on, the sequence and
duration of images will not change.
It's something of a milestone
in every production.
This also means that by now the animation
sequence for the surgery is complete
and has been inserted into the video.
When all the images are in place,
the narration can then be recorded and
laid down in its final form so that it
meshes with the visuals.
But sometimes the visuals are
edited to the final narration.
It depends on the
availability of the narrator.
This usually takes place
in a recording studio.
It may be done before or after
the music track is laid down.
Step 10, graphics, animations,
and visual effects.
Graphics and animation are useful
for highlighting, clarifying,
and summing up information contained
in the voiceover narration.
When I say animation here, I'm
referring to moving graphics,
laid over picture like, like this.
I'm not talking about our full screen
2d or 3d animation sequence showing the
Creating that animation will have
been going on concurrently with the
Visual effects can be used to directly
enhance your video's real images.
say our patient's pupils are supposed
to appear dilated after drops have been
put into her eyes,
but you don't want to actually
administer the drug to your actor.
The pupils can be made to appear dilated
through special software a bit like
Photoshop, except for video. Step 11,
music and sound effects.
Even if it's only used to
introduce an exit from your video,
music can have a dramatic effect
on the viewers' mood. In our case,
the right music can help to
calm and reassure the viewer,
which is our main goal here.
By the way, these days,
the orchestra playing the music will
almost certainly consist of a guy--It's
pretty much always a guy;
I don't know why--in his house with
several keyboards attached to computers.
But if he's good,
these synthesized tracks can sound
remarkably like the London Philharmonic.
As we're not having any
dialogue or other live sound,
there probably won't be much
need for sound effects either.
Maybe a subtle swish or chime to
emphasize some graphic here and there.
Well, those are the main stages of
creating a live action video. Obviously,
we haven't included every
step in the process.
There's just too many of those
to cover in a short video.
And you're not expected to be
an expert in any of these areas.
But if you've paid attention
during these last two videos,
you'll know at least what the people
from your agency or production house are
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