How to Choose a Medical Animator - Pharmaceutical Executive


How to Choose a Medical Animator

Pharmaceutical Executive

3. Visual Impact

A Viscira-produced image of HER2 overexpressing cells, which have been shown to play an important role in the pathogenesis and progression of certain aggressive types of breast cancer, and in recent years have evolved to become an important biomarker and target of therapy for the disease.
Animation is highly visual and you want the audience to be immediately captivated by what they see. This is why it is important that when you are choosing an animation team for your project that they are able to create a piece that is visually engaging and memorable. You also want the finished product to have a long shelf life.

However, you still need to ensure that you strike the right balance between the art and the science, since too many visualizations can quickly veer into fiction. There are certainly instances where it's possible to take more liberty with various creative elements and other instances where restraint is appropriate based on the audience or the disease state. It's very important for the animation team to recognize and respect these differences.

Director of Animation Hagop (Kane) Kaneboughazian of Viscira, a leading provider of dynamic interactive visual solutions for the life sciences industry, sums it up well. "Success depends on blending creative design with science," he says. "We start with primary research on a disease state and product, key message definition, and script development. Since the human body is an amazingly complex system with millions of moving parts, it's critical to understand the science first—because it's the science that feeds the visuals and helps to create a more dynamic and rich animation."

4. Creative Delivery Options

The delivery of 3-D animations has now advanced well beyond just a straight video viewing experience. There are stereoscopic formats, unique projection display options, fully interactive versions and augmented reality possibilities that can help enhance communication impact.

Depending on your marketing and communication goals, your chosen medical animation partner should help guide you through the various options to help your piece stand out from the competition. It is important to think through these possibilities upfront when beginning a project so that the animation can be optimized for these various delivery options.

5. Repurposing Opportunities

Choosing to create a quality 3-D MOA animation will represent a meaningful investment for your brand. If done correctly, your animation will be a key asset for your product that can be leveraged in many different ways across multiple deployment channels.

Your medical animator should help you clearly map out the various repurposing possibilities from convention booth deployment, to the Web, to sales rep delivery. However, it is important that you and your partner also recognize the differences between these channels so that the animation or portions of the animation can be deployed in the most effective manner.

Using these criteria should help steer you to a quality medical animator. Budget may also have an impact in selecting the right partner to work with, but generally the level of investment is likely to be commensurate with the quality and sophistication of the finished product. In other words, you generally get what you pay for.

If, at the end of the day, you are still confused with your choices for an animator then you may want to ask to see a sample DNA strand. If it's the left-handed spiral, then you'll know what to do.

Dave Gulezian is President and CEO of Viscira. He can be reached at

NoŽl Ashekian is Marketing Communications/Recruiting Manager at Viscira. She can be reached at


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