MOA: what can it do for pharma?

Recently, many pharma companies have been cutting overheads, and in many cases reducing salesforces. They are relying more on digital media as part of their marketing campaigns, and, as a result, commissioning a growing number of Mode of Action (MoA) animations. These animations are usually utilised as method of promoting how a new drug works, and/or increasing awareness of a disease area, prior to a new drug release.

MoA animations should communicate the information/message in an effective manner, be scientifically accurate, and visually engaging. A successful MoA animation will achieve all three goals. However communicating the message effectively is by far the most important factor. If this is not achieved, then no matter how visually stunning, or even how scientifically accurate the images are, the animation has effectively failed.

Production process
Most MoA animations follow this general process:

1. Initial meeting: An initial meeting is arranged between the MoA Agency, the pharma marketing team as well as a pharma scientist with an understanding of the process and effects of the particular product. The agency should provide guidance in how best to communicate the message visually – especially if the pharma client is producing his own script. A basic structure of the animation is agreed, with particular emphasis on key messages from a marketing and educational point of view.
2. Script development: Either the pharma client or agency will provide medical expertise, outline and narrative script.
3. Storyboard presentation: Many MoA animation houses produce fully rendered key frames of the animation in conjunction with the corresponding text from the script. This is generally sent in a PowerPoint format, to undergo the approval process.
4. Offline edit: Following approval of the storyboard development of the animation begins. On completion an offline edit (ie, rough cut) is presented to the client. This will be a low-res animation with a guide voice-over.
5. Online edit and delivery: On approval of the offline edit, the voice-over will be professionally recorded and the final version of the animation produced and delivered.

Production schedule
The initial scripts and storyboard will take in the region of three to four weeks. Once the storyboard has been approved, the final animation usually takes around a further three to four weeks.

Selecting an agency: what to look for

Scientific storytelling
It is essential that the script writing team understands the process of visual storytelling. This ensures that development of the animation is quick and streamlines the whole process from text to finished cg film.

Repurposing
Most animation houses will offer the repurposing of animation and stills. This can increase the return on investment for the project as each animation can be used for DVDs, online usage, exhibition shows, PowerPoint presentations, smart phones and sales training etc.

Value-added options
As well as the standard repurposing of animation, it is always worth asking if the animation house is familiar with new ways of adding further value.

- Interactive 3D: During the production of a 3D animation, a number of 3D digital assets of the relevant proteins, cells and organs drug are created. These same assets can then be optimised for any interactive 3D-training and sales modules to add further value to the marketing campaign.
These interactive 3D applications can be used on:

• Desktop/laptop computers
• Mobile applications, eg, iPads, iPhones and other
• smart phones
• Interactive platforms at conventions/conferences.
  

 - 3D stereoscopic animation: For major live events, the use of 3D stereoscopic animation is a great way to maximise interest in a product launch. It is proven that exhibition stands with stereoscopic platforms attract around six times as many visitors, when compared to a traditional 2D plasma screen.

- Future proofing: With the ever-increasing variety of 3D stereoscopic capable hardware coming to market, stereoscopic format ensures that the animation will have a far longer shelf life, than normal 2D footage. The increase in cost of 3D stereoscopic animation is not as great as many people think. All the assets created are the same as that required for normal 2D animation. The difference being that each shot is rendered twice. Once for the left eye and once for the right.

Selecting an agency: what to avoid

Lack of creativity
Creativity is not always the first thing that springs to mind when considering medical animation. However, creativity, or lack of it, can lead to some potentially libellous situations. When selecting an agency/animation house it is useful to consider the variety of visual styles and varied experience it can offer. It is worth treading with caution, as companies who may boast a ‘house style’ often have only produced Mode Of Action animations and rarely anything else. This may seem like a safe pair of hands, but it can cause legal complications.

Horror stories
There is a well known story of an medical animation house who was commissioned to produce two separate MoA animations for two different clients. Both were for exhibition use. One client was a large pharma corporation, and the other a minnow by comparison. The two companies were planning to release what were effectively rival products.

Unfortunately, both MoAs delivered from the animation house turned out to be in exactly the same style and, well, virtually identical. Under normal circumstances it may have ‘got away with it’. However, by chance both clients had their exhibition stands next to each other, and were rather surprised to see their own animation on the other’s display. Prompt legal action was started by the large pharma company, against the medical communications agency, who had employed the animation house. A large settlement was eventually reached at the cost of the medical communications agency.

Intellectual property
Some MoA agencies will claim that their large collection of 3D models and scene files is intellectual property of high value. However, the reality is that most animation assets can be created fairly quickly from standard ‘off the shelf’ software. At molecular level, most 3D molecule models can be downloaded for free from the protein data bank website. Not to mention that realistic anatomical models can be purchased online for a few hundred dollars.

Generally speaking, IP of value is proprietary software that has been developed and is owned by the MoA agency. For example, programmes that simulate cell growth or that create interactive 3D software.

Selecting an agency: what to ask

• What other creative experience do you have?
• What guidance do you offer to the scientific storytelling process?
• How can you add value to our digital campaign?
• Do you have any IP of genuine value that can be utilised?

Conclusion
We can see from the trend of pharma companies commissioning an increasing number of MoA videos, how important these scientific animations have become to digital marketing campaigns. However, to maximise the return value from the animations, it is worth ensuring that as well as scientific accuracy and stunning visual imagery, the required message is communicated in the most effective manner in a creative and unique way.

What pharma says
“In the highly competitive world of brand positioning and brand messaging you either embrace new forms of communication or vaporise. Your customers have become more sophisticated, more demanding, and less patient with traditional forms of communication. Mechanism of Action animation not only engages your audience but ensures message management on every customer interaction”
Sean O’Brien, Global Marketing Manager, Alcon Labs.

The author
Simon Reid is director at Fusion Medical Animation.
He can be contacted at simon.reid@fusionanimation.co.uk