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Mode of Action Videos Explained

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Mode of Action animations (commonly known as MOA videos) are videos which, put simply, visually explain how a drug or device acts to affect a condition within the body. 

Naturally, this is a popular choice of communication for medical and pharmaceutical companies alike. Not only does it allow them to bring their product to life, it also helps them to reach new audiences by telling an educational story, in a more engaging and visually stimulating way. 

Due to their complex, scientific nature and technical language, MOA videos are typically aimed at medical & healthcare professionals. However, one of the main benefits of MOA videos is that you have the ability to determine just how complex the visuals are and how in-depth the language should be. 

MOA animations can be produced in a number of different styles, the method you choose will usually depend on budget, timelines and also what it is you are trying to communicate. 

Whiteboard Animation

Whiteboard animations were traditionally hand-drawn and filmed in live-action, then edited to look like the hand is sketching the animation at super speed, right before our eyes. More common today is to use hand-drawn elements, but sketched onto a tablet and then placed into a digital workflow. This not only gives the same effect as hand-drawn animation, but also allows the animator to bring the elements to life, whilst having more freedom to move them around. 

When used with voice-over narration, this style is easy to follow and can feel really clean and educational.

2D animation

2D animation techniques are possibly less popular for MOA videos, but can still produce a nice, fluid, explainer style animation. Particularly if your story includes characters and requires less complexity, then 2D animation is a good option. 

2D animation can be simple and time-effective, so a more agreeable option for tight deadlines.

3D animation

The most popular style of animation for MOA videos is undoubtedly 3D. Although at the higher end of the price bracket, the possibilities in 3D are more far-reaching, making it a desirable choice for many medical storytellers. Thanks to its ability to portray space and depth, 3D animation is far superior when it comes to movement and all-round visual appeal.

3D animation allows us to communicate the most complex mechanism of action process, with compelling and visually appealing animation.

The style you choose may be determined by the story you are trying to tell, your budget or your deadline. All of these factors can have an impact on the overall creative output. 

If you’re considering a MOA video for your production, please get in touch and we’d be happy to talk through your options! Contact us here.


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