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Facilitating Networking and Information Sharing amongst Pharmaceutical and MedComms, Medical Communications, Medical Education and Medical Publishing Specialists

This global initiative facilitates networking and dialogue amongst individuals working in and around the pharmaceutical industry and MedComms, focusing on specialist medical education, medical communications and medical publishing activities.
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    Motion graphics and 3D animation

    This was the first in our new specialist Lunch and Learn series of events, the objective being for a small group to meet informally for open discussion around a specialist topic of interest, and along the way to stimulate ideas for larger open events. There's a lot of focus in MedComms on written words and the scientific and medical rigour and review that underpins them. However, we'd all acknowledge the added versatility and impact that can be gained with the appropriate use of high-end motion graphics. Just how accessible are those techniques and how easily and effectively can they be integrated within MedComms programmes?

    Richard Freudenfeld led a valuable and lively discussion.

    Date: 2 October 2014

    Venue: Sadler Building, The Oxford Science Park, Robert Robinson Avenue, Oxford OX4 4GE [DIRECTIONS]

    3D Animation from Richard Freudenfeld on Vimeo.

    Some key points came out of the discussion:

    To state the obvious, illustrations and in particular animations that are done well can be very impactful, and can often communicate messages more effectively than words alone, and we saw some great examples of high-end illustrations and animations that made that point.

    It's probably not as expensive nor as complicated as many might believe to do it well.

    Where possible, including the animator early in discussions about a new project pays dividends both in terms of maximising the potential to use the animation most effectively and also in possible longer term cost savings.

    Too often the animation is seen as an add-on. Why not start with the animation and then, for instance, use still frames in the other materials eg print?

    It was clear that much of the relatively limited animation-type activity that participants had direct experience of, were mode of action sequences for instance on exhibition stand displays or iPads and for internal training. Surely, though, there is more that can be done? Can we not do more to "bring the data to life" generally in publications and educational activities?

    There seemed to be general agreement that too often any hint of animation was assumed to give a project an immediate marketing and promotional look and feel. Maybe if there was more exposure to animation in scientific communication and education generally then it would become more accepted as a technique that simply makes some aspect of the communication exercise work better?

    There was inevitably much discussion around the challenge of persuading clients to embrace and support use of the technology, and the problems with regulatory sign off and so on. But is that just an excuse?

    To make sure you're included in announcements about future events just email Peter Llewellyn, if you haven't already done so, to register your interest.


    This meeting was free to attend thanks to the generosity of the corporate sponsors.

    Richard Freudenfeld is a digital creative with 22 years experience, specialising in 3D visualisation, animation and motion-graphics and he lead this excellent discussion session.


    7.4 Limited
    Adelphi Communications
    ICC Lowe
    JVO Consultancy
    McCann Complete Medical
    Virgo Health

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