The coronavirus COVID-19 is affecting 219 countries and territories with 1.3 billion cases of corona reported worldwide.
Alongside the viral pandemic, there is also a rising spread of misinformation related to Covid-19.
1. A misinformation epidemic
According to Sarah Evanega, who is the director of Alliance for Science at Cornell University—an organization working to correct misconceptions, Covid-19 has resulted in not only a viral pandemic but a misinformation epidemic as well. “It feels like we’ve been living in a world of misinformation for a few decades, but the amplification and reach is out of this world with new platforms,” says Evanega.
In September 2020, the Alliance for Science team conducted a study in which they analyzed a database of 38 million pieces of pandemic related content published from 1st January till 26th May and found out that more than a million news articles based on health communication that were published and shared were misreported.
The most frequent one of these was miracle drugs—drugs which had no proven clinical benefit to cure the virus yet were publicized as being effective.
This shows that the impact of the spread of this infodemic fell hard on the shoulders of the healthcare professional.
2. How the healthcare sector has transformed its strategy
With the increasing misinformation spread, there has been a greater need for the healthcare sector to transform its marketing and communication strategy.
This has forced companies to connect with people in different ways, and animated videos in particular have helped demystify the industry.
This strategy has the potential to bring in great results because according to our survey 68% of consumers spent a quarter or more of their time on social media watching videos. And 42% of people reported that they were more active on social media during the pandemic.
Here are some more pandemic video consumption trends we learned about:
59% of consumers chose to watch entertaining videos during the pandemic, while 26% preferred informational/educational content.
In light of this information, we recommend creating animated video content that is both educational and entertaining, whenever such an endeavor is appropriate of course.
56% of people said that the pandemic pushed them toward online learning.
72% of people reported that video reduced their stress level during the pandemic and made them happy.
All of the above just goes to show how investment in animated video content has proved to be fruitful for the healthcare sector both for the purpose of attaining private and public benefit.
Whether it is an educational video, a training video, or an explainer video, they’ve all introduced a new form of communication for the industry.
3. The role of animated videos in spreading public health information
Increased accessibility
Animated videos make the content generically accessible. If the healthcare company wants to attract the viewers’ attention to inform about Covid-19 updates, then it can do so with the vibrant colors and eye-catching presentation that the animation provides.
Adding multi-lingual closed captions and subtitles to these video can also provide ease of understanding for those who are non-native English speakers or people who might be deaf or dealing with hearing problems. Hence, making healthcare communication accessible to all.
Higher credibility
The standard tone of the voice in animation can be universally straightforward and simple to understand which can make the animated videos more credible to communicate important critical matters amongst vast audiences. For example. the importance of quarantining while suffering with Covid-29 symptoms.
Visual accompaniment
Let’s say if the World Health Organization (WHO) has to rollout the vaccination policy then it can do so using a slick, minimalist animation with visual accompaniment to make the information easier to digest.
The look, transitions, feel and scenarios educate in an effective manner as the animation builds upon the science behind the video.
More inclusivity
Animated videos can be inclusive and reflective. The healthcare companies can use characters and script which are diverse and can build upon empathy and reliability.
More flexibility
Animation can allow the viewer to visualize abstract concepts with more ease. For e.g. through illustration a healthcare organization can show people the correct way to wash their hands for at least 20 seconds, or ways to minimize public interaction by keeping a safe distance of minimum 6 ft.
Videos can also summarize the research data and abridge a topic loaded with medical terminology.
Similarly, if you want to talk about a sensitive or difficult subject, then animation can help explain the topic in a lighthearted, respectful way.
Better understanding
The most amazing thing about investing in an animated video is that the content can suit different purposes and platforms. Animated videos can simplify complex messages you may want to communicate to your audience.
Check out this animated video we made for one of our clients!
If you want to brainstorm animated video ideas for your healthcare business. Hit us up.
Talk with a video strategist
Read more: 11 Animation Styles for Your Next Marketing Video
4. The use of animated video marketing by healthcare organizations
World Health Organization (WHO)
WHO has aimed to bust Covid-19 myths while delivering other important health communication updates using animation.
Centers for Disease Control and Prevention (CDC)
The United States CDC has put up useful information related to the pandemic both on its website and YouTube page using animated videos.
Washington State Department of Health
The Washington State Department of Health is a state agency of Washington. Like the other health agencies, it is playing its role in distributing Covid-19 information via animated videos and other forms of communication as well.
UC San Diego Health
UC San Diego Health is widely recognized as one of the premier health care systems in the United States.
As the only academic hospital in San Diego, you can find important pandemic updates and information on its page.
Digital Medic at Stanford University
The Stanford Center for Health Education (SCHE) provides health education to the global network of health professionals and individuals to create a well-informed community.
Its portfolio includes online graduate certificate programs, tailored programs for organizations, and distribution of free content through its Digital Medic Program.
That’s all
Thank you for giving this blog a read. Stay Safe!
Read more: 6 Inspiring Animation Lessons from Top Tier Animators