By now you know that there are tons of ways to use video to influence your audience. Whether you want to make a video to pump up your sales reps or teach a complex process, media gives you options.

The key is that you need to understand exactly what the end goal is. What behaviors do you want to change? What metrics do you want to increase? You can’t just create a video.

Once you have identified your goal, the next step is to figure out what type of media will get you there—such as if vidoes are even to right choice

Our partner, the medical device giant, Stryker, has created media to help with a variety of goals. The three examples below showcase how we helped them approach three different goals with three different video types.

Goal: explain a complicated new product and offering

Media type: motion graphics

When a new product and offering are going live it’s important to get the word out to as many people as possible, in the clearest way possible. That’s why Stryker wanted to explore video options.

Once we were able to gather information about their product, offering and goals, it was easy to think—short, sweet, and super informative. Something the audience could understand without burning too many calories in the process, so together we decided the information was best suited for a motion graphics video.

Goal: to pump up sales reps and increase motivation to sell a line of products

Media type: 3D animation + motion graphics

Stryker uses 3D animation to showcase their products. In this particular video, they couple 3D animation with motion graphics to create a hype up video to encourage sales reps to sell a revived line of surfaces. 3D has a way of helping you visually dissect information.

That’s why Stryker uses it time and time again to help break down complex systems and products into simple, easy to understand terms. Plus, motion graphics provided a fast pace and constant action throughout the video which helped to capture the sales reps attention and keep it.

Goal: to showcase a surface from production to patient

Media type: live action

Instead of just another product assembly video, we wanted to create a piece that highlighted “the why.” Why does Stryker spend so much time and attention making surfaces and what does that effort mean for patients and healthcare professionals? Live action video was the perfect way to show the impact of Stryker surfaces in real life.

During this live action video, the audience is part of the patient recovery journey, and they can see a different Stryker bed in action at each step of the journey. It’s clear that the patient recovery goes smooth and the product details have been thought of; the product is valuable.

The videos discussed above were all very successful. While they may have started with the thought let’s ‘just start with a video,’ you can see that it’s important to look at the information you’re going to communicate and the goals of the project to figure out first, if video is the right media to communicate your message and second, what type of video is best fit to convey your message most effectively.

If we had created a live-action video instead of a motion graphics video for the first example, it certainly wouldn’t have been as effective. Take the time to start with strategy and work forward from there.

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