Animated videos run in almost every pharma congress booth, from 3D MoA and MoD videos, to 2D clinical study explainer videos. An effective congress booth video should first draw people to your booth. But keeping them there takes more than “just” eye-catching visuals.
Any video at your booth should be didactically powered for your target audience and the information you want to share with them.If the primary audience are specialists, the video’s voice-over and subtitles should use precise terminology accepted in the therapeutic area. If the primary audience is broader and includes HCPs who may not be as familiar with the therapeutic area, more accessible language should be used.
Likewise, if you want to explain the mechanism of action of a monoclonal antibody, you should keep the video tightly focused on that story. Try to avoid sprinkling extraneous bits information throughout the script of the video. It’s common that someone on your team might want say more about disease state or preliminary clinical trial results. But in a short MoA video, such additional information will not get the time needed to really make sense to the audience, and will thus be quickly forgotten.
Keep the long story short
With video content in particular, less is more. Transitions between scenes need a few seconds without voice-over or subtitles constantly running. This gives the audience a chance to register the setting of the new scene, say the surface of a tumor cell, before the animation and the accompanying explanation start.
If you want to offer more information about disease pathophysiology, a separate, MoD video will allow time for the appropriate nuance and level of detail. If you want to tell the audience about clinical trials, a study explainer video that summarizes the design, patient population, methods, and results is a much better place to do so.
Understanding is believing
Whether you need a video about an investigational compound’s MoA or about the pathophysiology of a disease, striking a credible tone is crucial. HCPs and KOLs who frequently attend congresses have a healthy skepticism that kicks into overdrive when they get the impression pretty pictures are being used to obscure inadequate data or slippery scientific claims.
That is why making a video credible requires knowing how to appropriately contextualize and qualify statements. If a pharmaceutical agent was observed to reduce certain anti-inflammatory mediators in an in vitro study, it builds trust with your audience to say so, rather than just stating the drug “has an anti-inflammatory effect.”
Nonetheless, you still need to keep your videos short. Most attendees will not likely stand at your booth and watch a 5-minute-long video. Finding the right balance between brevity and precision is key to reaching your audience and making a lasting impression. Good visual storytelling can help maximize the amount of information while keeping the animated video short.