In his research work "The Journal of Visual Communication in Medicine", author Tim Vernon describes the benefits of 3D modelling and animation in medical teaching. His research shows that when combined with live-action video, animation can vastly extend the capability 2D images or live action video. For example, in a surgical training piece, the video lens can show the external O.R. actions while animation simultaneously illustrates the internal events occurring beneath the tissue. With 3D animation, the viewer can see inside, through and around any mechanical, anatomical or cellular structure.

3D versus 2D

2D animation involves creation of a series of drawings viewed in sequence to create the illusion of motion. 2D medical "animations" are basically a series of drawings connected together. 2D Illustrators use artistic techniques to suggest 3D space, but their drawing can show us the view from only one perspective at a time.
In 3D animation 3D models can be manipulated and viewed from any desired perspective. This is important in examination of the human body, whose components are structured and organized in an often complex tangle, unlike the neat geometrically defined forms and spaces familiar to us in our daily experience. In a relatively brief period of time, animation can reveal these intricate structures with a clarity and impact impossible with other techniques.

Motion Communicates

The dimensional advantages of 3D animation are just the beginning, for the ability to portray movement is where animation really excels. If a picture is worth a thousand words, then an animated sequence is worth 30 pictures (or frames) per second. Through 3D animation, we can reveal not only the spatial relationships of anatomy but also how that anatomy functions. How is a coronary artery stented, what is the precise motion of a fetus as it traverses the birth canal? Because animation permits us to simulate motion, a brief sequence can render concrete a concept that would otherwise remain an abstraction when explained via pure verbal testimony or a series of illustrations.

Replacing live operating room video shoots

When used to illustrate OR medical procedures, 3D animations can be used to show situations that are impossible to replicate and film with live action video in real life. This might be especially relevant when live action video is out of reach due to location, availability of doctors, complexity of procedure, or for medical devices that are still conceptual or in manufacturing.

Visualizing products and devices in development

Animation can conceptualize a product still in the development phase, often an important capability when a company is seeking early funding, or preparing medical professionals for the entry of new product just prior to governmental authorization.

Achieving Hyper-Reality

Sometimes it is neccessary to simulate reality in a way that is more attractive, more compelling, and "better than reality". The human body, its functions and its dysfunctions can be a very messy business. The internal workings of the human body, fluids and all, is likely to inspire feelings of queasiness, nausea or even outright revulsion in viewers not accustomed to such sights, even when portrayed in a simplified form. Various 3D textures, particle effects and lighting can produce a 'sanitized' version of reality.

Macroscopic/microscopic

Another strength of the 3D animated sequence relates to the macro-micro concept of human biology. The body consists of functions at 2 very different levels - the macroscopic level - for example the motion of the heart as it propels blood through the lungs, and the microscopic level - the transfer of oxygen molecules from the pulmonary alveoli to the capillaries. In a matter of seconds, an animated sequence can take us from the macro world to the micro world, and back again, and do it with complete continuity. This provides an enormous advantage in clarification of complex physiologic processes.

Manipulating time

Lengthy surgical techniques can be sped up. Conversely very fast hard-to-observe procedures can be slowed down and dissected along with accompanying text overlays and labels.

Limitless possiblities with graphic overlays

With animation, you are really limited only by your imagination as far as the variety of techniques possible to tell the story of your product. An example of this versatility is a technique referred to as "Information Overlay". Because we are not dealing with a static image in an animated sequence, but instead have an image that is constantly evolving, we can bring additional information in and out of a sequence by overlaying it onto our background.

Powerful marketing draw

3D animations can pay off in a number of important marketing ways. At trade shows, for example, a dynamic animation on your plasma screen can help you stand out and draw crowds to your booth. Animations can add incredible power to your management’s PowerPoint presentations and to your sales team’s pitches. And they can give strong appeal to your website by reaching out to grab the general public, whose standards and expectations for quality animation have surged with the ubiquity of high-end animated films and commercials.

Boost your company's image

High-impact 3D medical animation also elevates your company’s image. The added production value of artistic, elegant animation can say a lot about who you are as an organization. Whether for marketing, sales, training or educating the general public, On Point’s medical animations enable you to make your point clearly, concisely and convincingly.

Multipurpose graphic uses

One 3D Animation could be repurposed to generate high resolution posters, print brochure, and even TV Commercials over the lifetime of the marketing cycle. Recent advances in Web browser plugins even allow users to interact with real-time 3D Models that they can click, drag and rotate to any conceivable angle.

Companion eLearning Media to User Guides

Complex medical device user manuals can connect to web video of 3D animations that more accurately illustrate steps.