In the realm of medical communications, motion design is more than a tool – it brings information to life. Read on to explore how various motion design techniques can enhance the value of your medical materials, with expert insights from our experienced Creative team.
So, how do you improve understanding of a highly technical medical concept? Or capture the emotional depth of a patient’s long-standing health journey while preserving their voice? We believe motion design is the answer!
Moving image is a part of our everyday lives, it’s familiar and engaging, and it is incredibly well suited to the healthcare world because it’s so versatile. Keep reading to explore some of the key visual formats that we regularly work with and learn how they benefit the healthcare community.
Video allows us to access new perspectives and caters to the preference of viewers today for quick, engaging content over lengthy articles. Video is surging in popularity, shown by the widespread use of platforms like TikTok, Instagram and TED talks. Now, this trend is making its way into healthcare, transforming the way in which information is shared and understood.
In medical communications, videos offer a platform for the public to share their health insights and personal stories thoughtfully. By featuring real people, videos build trust and understanding more effectively than text alone. They make complex medical information accessible and bring health awareness to an audience that are challenging to reach through more traditional channels. Our recent collaboration with Heartburn Cancer UK, which aims to raise awareness of the symptoms of oesophageal cancer, brilliantly demonstrates how a simple deliverable (a moving patient story spoken to a camera) can cultivate empathy and raise public awareness and understanding about a pressing health issue.
This content is shared from the original source as of March 2025.
Video content is not just beneficial to communicating with the general public; it’s invaluable to the healthcare community too. A 5-minute video summary of a lengthy written report or presentation can effectively convey key insights and engage your audience. Given the time constraints that healthcare professionals face, offering them shorter and more digestible content is crucial to ensure that the information is received and understood. Our experience in creating videos that condense complex information and share thought-provoking perspectives from renowned industry experts has directly benefited our clients by sparking discussion and driving conversation, both online and offline.
These are just a few examples of the versatility that video content has to offer, whether it’s a detailed patient story on a charity website, a brief awareness clip on social media, or a conference highlights video aimed at healthcare professionals, there are endless opportunities to use video to educate and raise awareness within the community and beyond.
Animation has become our modern-day magic. It’s the secret behind our beloved Saturday morning cartoons and the reason why we keep seeking out movie blockbusters for surreal new worlds to boggle the mind. Our imagination is drawn to the thrill of the impossible and willingly gives undivided attention to unusual worlds and characters.
In healthcare, animation can work its imaginative magic in a variety of ways. From a microcosmic battle between immune cells and germs, or the simple satisfaction of lines and shapes forming into a complex infographic – animation goes where a static image cannot. It builds anticipation, focuses on the final reveal, and spaces out information whilst keeping viewers rivetted through narrative. Animation makes abstract concepts accessible, enhancing understanding for patients and the public. For healthcare professionals, it cuts through a mass of data, providing clarity and engagement, and ensuring key information is communicated effectively.
It is vital that animation in medical communications is accurate when it translates complex theories and concepts into visual formats. Communication must be clear and precise. Tailoring the creative process to this industry is essential – it’s not one-size-fits-all in animation! At Costello Medical, we’ve developed a bespoke approach to help professionals convey complex ideas effectively.
Our process is started by crafting a structured story, detailing significant elements like central figures and stages, whether it’s a diseased cell’s effect on the liver or a patient’s journey with their clinician. This narrative stage is often called a script or content outline. Collaborating with our scientific colleagues at this stage ensures content accuracy. It’s vital to collate ideas, set a clear direction, identify a tone of voice and style, to set a strong foundation for the following visual creations.
As the narrative matures, we move onto the exciting stage of creating a storyboard, transforming what was once words on a page into a highly detailed visual framework. Text is now given new life in shapes, lines, and colours, with adjustments made to balance words and visuals. Each storyboard image suggests upcoming movement and gives stakeholders an overarching view of the final animation, whilst retaining the ability to fine tune for accuracy, clarity and effectiveness in conveying the final message.
Finally, in the animation phase, the metamorphosis becomes complete. The content, now vibrant with motion and sound, is ready to engage viewers on a deeper level and lead them on a journey. Intentional pacing of information enhances both depth of understanding and retention, allowing viewers to sit back and be transported into a memorable (and repeatable if they hit replay) experience. Each developmental stage is vital, ensuring the final animation resonates emotionally and cognitively with its intended audience. In this animation series, crafted in collaboration with KK Women’s and Children’s hospital, we had the pleasure to of producing 6 animations, each equipping caregivers with knowledge on maternal and children health while signposting to available resources. These were widely disseminated on social media and featured on clinic screens, reaching a wide audience for great impact!
This content is shared from the original source as of March 2025.
Motion design is revolutionising medical communications and thriving in our globalised era of digital screens and social media. By dynamically presenting complex information, it enhances understanding and retention for both professionals and patients. As the industry evolves, integrating video and animation into medical materials will ensure accessibility and broaden your audience for education and communication materials. Whether advancing professional training or simplifying patient education, motion design is invaluable in driving effective medical communications forward. Watch our showreel for novel ideas to add motion design to your toolkit, shaping a more informed and connected healthcare future.
Find out how we can bring your medical stories to life on our Creative page, or get in touch for a free consultation.
Bethan Hawkins (Motion Design Consultant) and Xin Tse (Senior Motion Designer) created this article on behalf of Costello Medical. The views/opinions expressed here are their own and do not necessarily reflect those of Costello Medical’s clients/affiliated partners.
