Common Healthcare Marketing Obstacles Involving Visual Media
Are you frustrated with Healthcare Marketing? We break down some of the common issues regarding visual media and the Healthcare Industry.
A Lot of Red-tape and Approvals
Regulatory: When it comes to healthcare, Regulatory approvals is one of the things people dread. It holds up schedules, adds to the budget, and can even kill a project. With so many stake holders and so much at stake, it is easy to give up hope.
Art by Committee
When it comes to healthcare, artistic style choices have to go. While it is frustrating to do this there are reasons for it. Stylizing chronic conditions more often than not dehumanizes health related issues.
Representing the Patient
The purpose of art is to convey emotional intelligence. Art is emotional by nature. In the healthcare arena when artistic choices are made they can often strike the wrong tone. The main pitfall lies in representing the patient. Patients are either drawn too cute which trivializes the patient’s condition, or too dark which over dramatizies the patient’s condition. Because healthcare is so sensitive, often a scientific emotionally even tone is the right tone to strike. That is why Patients should be represented either as realistic human beings or as simple human characters.
Avoiding Healthcare Pitfalls AND Being Artistically Cutting Edge
As mentioned above, the patient should be represented in a human way by using photos of patients or filming them. However, photos and film of patients have exited healthcare for 30 years. Thanks to advances in technology Illustration, Animation, and special effects can be created on a budget and in many ways is cheaper than using film or photography. Animation software also allows for greater flexibility when dealing with regulatory or bureaucratic issues.
The greatest added bonus of using animation is the ability to add special effects and a bit of magic to any healthcare issue. Animation is the best solution for overcoming the hurdles of representing healthcare in visual media today.
Healthcare Concepts - The Exceptions
There are two exceptions to representing patients in a human way.One is overarching healthcare concepts and the other is healthcare diagrams. If an issue affects hundreds or thousands of people it’s best to address patients conceptually rather than as specific individuals. In this instance, it’s best to use a style of animation called an infographic. Infographics have been popular since 2000. This style of animation uses plain figures of patients instead of a character. Similarly concepts like timelines, cycles, and fields or areas are often best explained using a diagram.
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- Topic: Healthcare