3D animation is the keystone to any marketing campaign when it comes to medical device marketing. A high quality, photo realistic 3D rendered image is more flexible than photography, has the ability to show the device’s inner workings while stationary or in use, and can switch to functioning in-service, inside the body without skipping a beat. Try that with any other form of visualization?
The key to getting a high quality marketing solution is to start out with a good understanding of which parts of the device are key to the features you want to illustrate. If the device has an internal telescoping sheath, it might be crucial to show it in action by having one of the external walls become transparent during the procedure. No matter where the function of the device is located, as long as the team understands what it is they need to show, then camera placement and model transparency will allow it. Thus knowing WHAT you want to show and WHEN is paramount before modeling has begun.
Secondly, starting with a really good CAD file design is also very helpful. Rarely can the Computer Aided Design file be easily converted into a 3D model environment, but it will however allow the animator to see finite details of the inner working of the device that might not normally be seen from the actual device or photographic images. If your device is something simple like a guide wire or catheter, then the CAD file may not be needed, but if there are any internal working parts, it will ease the creation process and keep the accuracy on target.
Once the model is complete, be sure to go over it with a fine tooth comb. Check the scale and direction of the threads on any Luer lock fittings. Make sure any articulated joints flex in the full desired range. Check the quality of the transparency on any section that might need to be seen through. To control the cost on any project, make sure the models are perfect before the medical animation stage begins.
Finally, as the model interacts with the body be sure that scale and anatomical accuracy is always paramount. Since almost every variable of a 3D model is adjustable, this is also true for the 3D body interacting with your device. If your deployed stent or catheter is not to the correct scale, part of the presentation’s value may be lost if a viewer is distracted by an inaccuracy. For example if you are watching a period movie and you see something that stands out of place, you stop, smile and feel like you saw something that the director missed. No big deal, but for those moments you are no longer paying attention to the scene, script or message. That is something you want to avoid when potential customers are watching your medical animation, so always make sure everything inside the body is accurate. If this is something you cannot be sure of, simply choose a team that is medically trained and has a seasoned medical director so you can be assured of scientific and anatomical accuracy.
If you keep the above criteria in mind before, during and after your medical animation production cycle, you should be quite happy with the results and ensure your medical animation will have a long marketing lifecycle, performing well for you in the field.
Trinsic Animation is a professional 3D Medical Animation studio and specializes in medal marketing for the device and pharmaceutical industry.
