PEDE - August 25, 2009 - (Page 6)
The power of medical animation The mechanism of action (MOA) animation is becoming an increasingly popular way to convey important information about a drug, but pharma companies are being slow to realise its potential. Faiz Kermani reports. oday’s pharmaceutical market is a dynamic, crowded and competitive arena. With companies spending around $1.3 billion ( 0.92 bn) to get a drug successfully to market, and given that only two in 10 medicines ever produce revenues that match or exceed average R&D costs, it is imperative that you create messages for your product that resonate with the audience. One of the most effective means for achieving this for a drug is through mechanism of action (MOA) animations. Most people will be familiar with animation technology from the film and computer game industries but may not have realised how well it can be adapted for the medical environment. T the development process and strip it of its innovative potential. For MOA videos, success depends on blending science with creative design. When evaluating a team for an animation project, it is essential that they can generate an air of excitement for your product. When evaluating a team for an animation project, it is essential that they convince you that they can generate an air of excitement for your product. Since animation is highly visual by nature, the audience viewing the sequences must be immediately captivated by what is on show. If you are showing your animation in a crowded exhibition hall, then you may only have seconds to capture their attention before they are seduced by a rival exhibit. As you will be seeking to convey scientific messages, it will be important Realism and objectivity One of the mistakes that inexperienced sponsors often make is not to remain objective about the animation being created. As a result, they over complicate to ensure that the visual components are technically correct. However, be careful of becoming too obsessed about scientific minutiae, as you will cripple the visual impact of the final product. For example, you may need to allow some artistic freedom over how a particular component is featured in order to draw attention to it within a complex story. Similarly, it may be impossible to keep all components to scale in relation to each other, particularly when trying to highlight features on the surface of a cell or within it. 1 9 COVER NEWS ON THE MOVE 2 NEWS 3 SOLVAY CEO INTERVIEW 6 MEDICAL ANIMATION 10 LAST WORDS SUBSCRIBE TO PHARM EXEC DIGEST EUROPE
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