Getting to the heart of a new product launch |
Challenge / To introduce a new medical device by visualizing the procedure and explaining the Instructions for Use (IFU) in a way that would capture the imagination of both cardiac surgeons and numerous other audiences.
| • | Previously, surgeons performing this particular heart procedure would have to work from flat x–rays, making it difficult for them to envision what is going on inside the patient |
| • | Our client wanted to take the surgeon inside the left atrium of the heart and make the experience as realistic as possible |
| • | The animation had to be understood by more than one audience and for multiple forums (medical conferences, news interviews, internal sales training, physician detailing, etc.) |
Solution / InViVo’s team modeled the device from scratch and took viewers on a journey to where they had never been before—inside the heart—utilizing breathtaking High–Definition Photo–realistic and medically accurate 3D animation. This was obviously not a typical viewpoint for Cardiac Surgeons and helped to effectively communicate the device’s unique advantages to multiple audiences.
The launch was well received by all audiences, and achieved our client’s goals.