FUJIFILM MEDICAL SYSTEMS

Generating Views with a Product Demonstration Video

Video Production & Storytelling

The
Challenge

Our
Approach

The
Result

Fujifilm Medical Systems’ hand-held, FDR-flex x-ray system is typically used in hospitals and mobile medical units. The company discovered a growing customer base of zoos across the country that were using the device to x-ray animals. Expanding into a new market can be a challenge, especially if all your content reflects the needs and values of your original target market. Fujifilm saw this as a way to demonstrate the versatility of their product while also creating fresh content specific to zoos. They approached D2 Creative to produce a video showing zookeepers using the product and discussing its benefits. The video would also showcase product features and provide more information regarding how to buy.
The team at D2 Creative shot on location at the zoo. We videotaped several different animals getting routine and diagnostic x-rays, including a rhino, flamingo, penguin, and an alpaca. There’s an old adage to never work with animals in showbusiness because of their unpredictability, but the vet and handlers were professionals. They spoke on camera about their ability to x-ray large and small animals quickly, with no anesthesia or trauma—thanks to the Fujifilm hand-held FDR-flex x-ray system. When we film testimonial-style videos, we always prepare our shots and interview questions in advance, but prefer not to use scripts. This allows the subject to speak from their authentic experience.
Can cute animals make a video go viral? They certainly helped Fujifilm, as the FDR-flex x-ray system product video has been viewed more times online than any other Fujifilm Medical product video. The story has drawn fans from all over social media as users continue sharing it on their sites and social media pages. The zoo is even using it in their education programs. Overall, the response has been “awww”-some! Fujifilm continues to play the video at trade shows and in sales presentations to demonstrate the versatility of this portable system both in and out of official hospital or mobile medical unit settings.

Video

Watch FDR-Flex in Action at the Zoo

IEEE PULSE ON STAGE

Promoting Thought Leadership to Increase Brand Awareness for a Cutting-Edge Technology Brand

Marketing StrategyVideo Production & Storytelling

The
Challenge

Our
Approach

The
Result

Right now, members of the IEEE Engineering in Medicine and Biology Society (EMBS) are developing some of the most cutting-edge technologies on the planet. Through this research and development, their mission remains clear – to spread the word of these advancements and promote the field of biomedical engineering. IEEE EMBS engaged D2 Creative to help them increase brand awareness and spread the word about these groundbreaking technologies. They needed a digital marketing strategy that would attract biomedical engineers and encourage them to engage with the brand and its content. Given the increase in demand for educational video content, virtual lectures or webinars presented EMBS with significant opportunities.
We answered back with a simple concept; create a speaker series that would introduce audiences to breaking technologies, while promoting EMBS as an organization and the biomedical engineering field as a whole. Our technology marketing insight and the input from the client, lead to the development of IEEE EMBS On Stage, a series of live speaker events to promote EMBS’s mission and present its members as thought leaders within the industry. Each event centers on a topic at the cutting edge of engineering, medicine and biology, and features global thought leaders and visionary businesspeople.
The event was promoted through social channels and an email campaign. The campaign features high quality video clips, images and engaging copy. The first speaker event was held at a major medical IT conference and generated a lot of buzz across EMBS’ social media channels. The talks themselves are viewable on YouTube and the On Stage website, which also has special speaker interviews, short documentaries, and more one couldn’t get during the event. These videos continue to be well received and viewers can receive Continuing Medical Education (CME) credits for viewing them.

BRANDING

VISUAL IDENTITY

TYPOGRAPHY

A core element of the PULSE On Stage brand’s visual identity and personality is typography. Consistent use of typography makes all of our communications more cohesive and effective. Myriad Pro is designated as the primary font for the PULSE On Stage brand. Its modern, clean and technical look helps express the forward thinking values of the brand and differentiates it from its competitors. Roboto Slab is designated as the secondary font for the PULSE On Stage brand. Its strong serifs give it a distinguished and refined feeling appropriate to PULSE On Stage’s speakers and audience. Roboto Slab should be used for headlines and to call attention to specific pieces of content, such as in block quotes, in print and digital applications.

MARKETING MATERIALS

WEB DESIGN & DEVELOPMENT

MOBILE WEB DESIGN & DEVELOPMENT

Video

IEEE Pulse on Stage Highlights

KEY FRAMES

IEEE EMBS

Content Development for Life Sciences Brand Awareness

Video Production & Storytelling

The
Challenge

Our
Approach

The
Result

With more than 12,000 members spanning over 100 countries, the IEEE Engineering in Medicine & Biology Society (EMBS) wanted to increase brand awareness to fulfill three core objectives:
  • Attract clinicians to the society to help direct member research and create meaningful new medical devices
  • Attract current students and recent graduates to this exciting field
  • Provide outreach to the general public to help explain the broad field of biomedical engineering
This was a two-phase project. In Phase One, we conducted phone interviews with more than two dozen scientists worldwide, representing the many areas of focus within this very broad field. Rather than leaning on the heavy science, our approach was to instead capture the imagination behind the various projects these scientists were working on. For Phase Two, based on our initial phone interviews, we identified projects and areas of focus that were especially visual and then set out to shoot at some of the world’s leading academic institutions—including MIT, Harvard, and The University of Minnesota. Our goal was to capture research being conducted by a diverse group of biomedical engineers.
Based on our phone research, we created a new “About Biomedical Engineering” section of the EMBS website that explains the many areas of biomedical engineering and the types of projects going on within each. We also produced two versions of a documentary, “Advances in Biomedical Engineering”: one targeting clinicians and the other aimed at students interested in the field. These are also available on the EMBS site.

Key Frames

Video

Where Engineering Meets Imagination

TRIOSE

Engaging Video Campaigns for a Fresh Brand

Video Production & Storytelling

The
Challenge

Our
Approach

The
Result

With TRIOSE’s new branding successfully established, the next step was building awareness. The client needed an exciting way to show healthcare systems what TRIOSE was capable of, and so our “What If” campaign video was naturally the next step.
Our goal was to create a video that could show audiences what made TRIOSE the right choice for today’s industry by capturing the story of TRIOSE and the ways its services could help companies answer their own “What Ifs.” The question-and-answer format of our campaign combined with our newly created brand identity and positioning allowed us to create an engaging video that could deliver both broad and solution-focused messaging. Additionally, the multi-segment nature of the video made it even more useful for reinforcing the benefits of TRIOSE’s various solutions. Each segment of the video could be cut down into a smaller, solution-focused snippet. This meant that while the video in its entirety promoted overall awareness, specific parts of it could be used to build out TRIOSE’s library of product-specific content for the accompanying ad campaign on multiple social platforms.
The expanded video library gave TRIOSE a new way to share its offerings and story with a wider range of people. Combined with the digital marketing campaign, the videos put more eyes on the new and improved TRIOSE brand and helped them to stand out in their crowded industry—with production quality worthy of a Super Bowl spot.

Video

TRIOSE Brand Awareness Video

Campaign Theme

Key Frames

Mood Board

FUJIFILM Medical Systems

Product Demonstration Video Shot on Location

Video Production & Storytelling

The
Challenge

Our
Approach

The
Result

The Result 88% of video marketers reported that video gives them a positive ROI, and more than half of cite video as the content providing the best ROI. It’s not just marketing professionals who love video; 84% of people say they’ve been convinced to buy a product or service by watching a brand’s video (Wyzowl, 2020). Fujifilm Medical Systems needed a way to demonstrate their new products, and video was the best medium to capture all the features and benefits and convey them in a way that was easy to understand. For the launch of its new mobile x-ray system, the company tasked D2 Creative with creating a video to showcase how convenient it is to use Fujifilm’s new technology in a busy hospital.
As part of an overall campaign, the team at D2 Creative developed four short videos. Three of them highlighted specific feature sets in order to showcase the machine’s ease-of-use and accuracy. The fourth was a client testimonial. The shooting script and schedule were ambitious, but no match for our crew and talent. All footage was captured on location in a bustling hospital. Planning had to be tight in order to reduce the shoot to a single day and shot in a way that minimized interruption to hospital staff. In the end, we shot 34 setups in one day and met our timeline. During production, we designed an animated opening and added sound design to make the action pop and the videos more entertaining.
Once the video production was finished, we added them to a landing page. At D2 Creative, we often recommend driving campaign traffic to a landing page rather than a regular website for a number of reasons. If your goal is to rank for specific keywords, a landing page dedicated to that topic can improve your page’s position. For paid ad campaigns, a dedicated landing page can improve ad quality scores. Landing pages also generate deeper data and insights with better tracking options. To drive traffic to Fujifilm’s landing page, our team produced and launched an email campaign. Engagement rates for the videos averaged over 70%, well above the average industry rate of 53.9% (Wistia 2021). This video series represents the most popular videos on our client’s website and on their YouTube channel, where it’s been viewed three times more than any other video on their channel.

Video

Fujifilm FDR-GO Demonstration Video Shot On Location

FUJIFILM MEDICAL SYSTEMS

Brand Positioning for Medical Devices through Digital Storytelling

App Design & DevelopmentVideo Production & Storytelling

The
Challenge

Our
Approach

The
Result

Standing out in a crowded landscape of competitors is always difficult. Fujifilm Medical Systems came to us with a three-fold challenge: reduce the cost of transporting entire x-ray suites to events, provide engaging content that demonstrates their latest technology, and create a “wow” factor to draw customers into their show booth at the Radiological Society of North America (RSNA) annual conference.
To address these challenges, we modeled two virtual imaging suites that helped customers get “hands on” with the equipment. 3D-rendered versions of the FDR D-EVO Suite II and FDR ACSELERATE allowed customers to understand the benefits of complex new technology and view animation showing how the system creates sharper images with a lower dose of radiation. The virtual exhibit also allowed users to interact with the equipment in ways that would not be possible with live x-ray equipment. Booth visitors were able to see the product in use, view final xray images, and get a glimpse of the technology inside the machine that makes it all possible.
Our application was prominently displayed on a 3×3 matrixed video wall with three touch-screen kiosks that allowed multiple users to interact with the display at the same time. With this innovative approach to the display of “big iron”, Fujifilm’s booth drew large crowds and provided a unique user experience that positioned the brand as a stand out amongst their competitors. We’ve since updated this application several times to add new products. We also created a version for tablets for use by their sales force.

Interactive Video Wall

TOUCH-SCREEN VIDEO PANELS

Healthcare Company

App Development for Medical Education Platforms

App Design & DevelopmentVideo Production & Storytelling

The
Challenge

Our
Approach

The
Result

The impact of Type 2 diabetes on a patient changes over time and is directly related to age, weight, and lifestyle choices. D2 Creative was tasked with developing an interactive tool for key opinion leaders to use during speaker bureau programs that would demonstrate the effects of the disease and incite discussion among physicians. Rather than simply supporting discussions around a single drug, this program needed to cover the company’s full diabetes portfolio.
We wanted to create virtual patients that speakers could manipulate based on the topic of a particular discussion. But virtual patients are often computer-generated and lack empathy. To convey a more powerful message—and create a “Wow!” factor, we enlisted the renowned team of make-up artists from Saturday Night Live to transform a diverse group of actors representing different patient types. Using prosthetics and a matrix of ages, Body Mass Indices, and A1C levels, we each actor underwent 16 makeup sessions to represent distinct ‘stages’ in the life of a diabetic patient based on specific paths they might take. Scientific 3D animation was also incorporated to help tell the patients’ stories at a cellular level.
We created a user-friendly interactive app that allows a speaker to select a patient type and then manipulate—in real time—attributes including age, BMI and A1C. This allows the audience to watch the patient age and gain or lose weight with time. The virtual patient can then be seen in the exam room, providing answers to questions. With this technology, we were able to deliver a powerful, on-label message that was truly disruptive in the world of dinner meetings. This app is just one of a suite of tools included in D2 Creative’s professional medical education & speaker bureau management platform.

Interactive Application

SIMULATED PATIENT LIFE STAGES

Video

Virtual Diabetes Patient – Behind the Scenes