Blog – Page 3 – Stephen Pedroff

Product Launch

The brief: Demonstrate the clinical safety and efficacy of a novel diagnostic sample device.

3D visualization tells compelling stories about how, where, and why a device’s use is needed. Isolating individual objects and structural relationships gives the viewer an indelible impression.

The 3D model begins with .IGES file exports from the CAD design program where designers first create the product. It’s never too early to build a shaded and textured object in the product commercialization process.

Scientific Animation

Product Design 3D Test

Note: This is NOT a video – just a still image

The brief: Find a new way to illustrate the adjustable curves of a typical gas permeable hard contact lens.

Do not adjust your computer, this is not a video file. Visualizing some concepts takes more ideation than anything else. I include this product study to mention the several steps any animation project must have; there are no shortcuts to great animation.

After ideation the first motion tests are the most exciting – seeing a story come to life. Animation is a great tool for explaining almost any product, and is closely related to its CGI cousin – creating billion-dollar brand franchises seemingly every week

Scientific Animation

Product Animation

The brief: Introduce a radically new approach to solid tumor destruction using a novel energy source.

Less than four minutes of 3D animation took months to accomplish; the claims language had to be vetted, the method of action described, the clinical utilization described, and the procedure benefits detailed. None of that work existed before the team began work on the animation script.

Few projects are as foundational as an animated narration for a product introduction; the rigor of putting words on paper has a clarifying effect on the marketing thinking of everyone working on the project

Public Relations & Investor Relations

Robotic Surgery VNR

The brief: Create a repeatable account-based marketing program to create Video News Release (VNR) profiles of early adopters of the company’s surgical robotic system, followed by press outreach and editorial placement campaign in select broadcast ADIs.

The quality of media clipping services sometimes is less than optimal.

The program created market awareness of new approaches to surgery for several common procedures: hysterectomy, prostate cancer, coronary artery bypass.

VNRs were distributed in each market, followed by engaged media relations activities to ensure broadcast, print and radio coverage. Success was achieved in every market with complete media saturation and commensurate spikes in referral rates to profiled practices

Public Relations & Investor Relations

Celebrity PR B-Roll

Note: video begins with reference tone

The brief: Create an electronic press B-roll video to support an endorsement program featuring tennis legend Billie Jean King.

One production day was included in the engagement to allow for the acquisition of needed video and interviews to support scheduled appearances, the digital press kit and other anticipated program needs.

The B-roll package accompanied a satellite delivered video VNR package and password restricted online media archive.

Public Relations & Investor Relations

Electronic Press Kit

The brief: Develop a press campaign including a digital press kit to announce the company’s collaboration with a new partner – a significant business development win for the company.

A collaborative production effort with the partner’s PR team resulted in a series of pooled interviews and B-roll used to create multiple videos for online and internal distribution.

The campaigns generated positive media coverage and millions of gross impressions for both partners.

Public Relations & Investor Relations

New Hope for Patients

One of dozens of stories that aired from the satellite media tour.

The brief: Support the anticipated publication of positive clinical trial results in pancreatic cancer treatment across all of the company’s communication channels.

Original media content was produced to support a satellite press tour, national broadcast appearances, online media, company website, electronic press kit and more. The program delivered tens of millions of gross impressions and hundreds of potential patients referred to clinical trial enrollments.

The program content was also used in the clinical setting for surgeon and practice training, patient education and in support of regulatory filings

Public Relations & Investor Relations

Customer PR Program

The brief: Profile a customer success story in one of the company’s strongest vertical segments; generate press coverage with a marketing campaign and use the results as a case study for other customers.

Several versions of the project were edited for a variety of audiences and distribution channels: a long-form version featured hospital administrators and company spokespersons; thirty-second and one-minute versions were created for social media use.

At the company’s annual industry-sponsored forum the program was detailed before dozens of customers.

Product Marketing

AngioVac for DVT

Note: Silent movie

The brief: Launch a new product category and treatment for Deep Vein Thrombosis including creating the brand from scratch, inventing the clinical efficacy story, patient benefit stories, and the clinical claims matrix.

Starting with CAD renders, product prototypes and field observation notes, a complete brand identity was developed from the ground up. Original 3D art, photography and graphic design were developed in a few months for the launch.

In this trade show loop the products positioning was first introduced to tens of thousands of conference attendees, featured at various scientific meetings over the course of a year.

Product Marketing

Product Setup Guide

The brief: Create an easy to follow video to help users set up the newest product offering.

The project started with a time and motion study, meetings with the design engineering team, and a few ‘cold start’ attempts by lay persons to set up the device from the written instructions.

The video setup guide may not be the sexiest thing around, but sometimes media doesn’t need to persuade, just helping customers having a great brand experience is enough.