Learn How to Navigate the Stakeholder Engagement Obstacle Course in Health Tech

Health tech marketers like you face many challenges in getting your product off the ground and keeping it afloat. One such challenge? Communicating clearly and compellingly with diverse stakeholders. 

From investors to end users, each group possesses distinct priorities when it comes to their relationship (or potential relationship) with your platform. Crafting a singular message that resonates with all of these parties becomes a herculean task, as focusing too intently on one audience’s concerns risks alienating others who are equally pivotal to your company’s success.

Not to mention the sheer number of potential stakeholders yours and other health tech companies must engage is staggering: patients, healthcare providers, hospitals, pharmaceutical companies, insurance firms, investors, regulatory bodies, technology partners, software developers, researchers, advocacy groups, employees, industry associations, suppliers, public health organizations, end users, data protection authorities, media firms, policymakers, and community groups…

The list is daunting. And for cash-strapped startups navigating this ecosystem, the idea of creating endless communication tools to reach each audience can seem overwhelming and impractical. 

Yet, failing to effectively communicate with your relevant stakeholders can be detrimental, potentially jeopardizing investment opportunities and user adoption.

The Power of Animation to Bridge the Stakeholder Divide

Amid this intricate landscape, animation emerges as a powerful tool to bridge the communication gap between health tech companies and their diverse stakeholder groups. By leveraging the versatility and engaging nature of this medium, organizations can effectively address the unique interests and concerns of each audience while maintaining a consistent core message and brand identity.  

Crafting Tailored Assets for Resonant Communication

One of the key advantages lies in developing an animation strategy around the creation of multiple assets tailored to the specific priorities of each stakeholder group. 

Rather than attempting to craft a one-size-fits-all message that risks falling flat with various audiences, health tech companies can strategically create targeted motion design pieces that resonate with the distinct interests of their distinct stakeholders. 

Maintaining Consistency Through Shared Elements

While each animation may be tailored to a specific audience, motion design allows you to maintain consistency in the core message and brand identity across all communication channels. 

Put another way, by leveraging shared elements such as characters, graphics, and color schemes, health tech companies can ensure their brand remains cohesive and recognizable, even as they adapt their messaging to different audiences.

Efficient Content Generation and Versatility

Motion graphics also offers a streamlined approach to content creation, enabling companies to efficiently generate a suite of assets (characters, graphics, etc.) from a single production effort. 

This not only reduces costs but also facilitates a more coordinated communication strategy. The versatility of animation also allows for seamless repurposing and adaptation of content across various platforms and contexts.

Take an example. A health tech company could introduce a relatable character in an animation on their website, highlighting key product features. This same character could then be repurposed in social media posts, engaging with potential users by addressing common concerns or demonstrating practical app use cases. The consistent presence of this recognizable figure helps reinforce the brand’s identity and messaging across different touchpoints. 

Capitalizing on the Appeal of Video

Animation in general is a smart marketing play — beyond its ability to reach multiple stakeholder groups. That’s because animation taps into today’s viewer preference for video content, which has become a dominant mode of communication in our digital age. 

You’re giving the people what they want — video — while they’re learning about your digital health brand. Win-win. 

The Efficiency and Flexibility of Motion Design

Beyond its communicative strengths, animation offers distinct advantages in terms of efficiency and flexibility, making it an ideal choice for health tech companies seeking to engage diverse stakeholder groups effectively.

Streamlined Editing and Optimization

Animation is relatively easy to edit and optimize, when in comparison with live-action video. Refining a live-action video often requires logistical nightmares such as reshooting entire scenes, rescheduling actors and crew, and securing suitable locations. The process of refining an animation is comparatively straightforward. With a laptop and some skilled designers, adjustments and improvements can be made swiftly and seamlessly, ensuring the final product resonates with each targeted audience.

Tailored Length and Format

Animation offers the ability to tailor the length and format of content to suit the specific viewing habits and attention spans of different stakeholder groups. 

For example, a concise, high-impact animation may be more appropriate for time-constrained investors during a pitch meeting, while a more comprehensive and immersive experience could be better suited for educational or awareness campaigns targeting patients or healthcare providers.

By understanding the unique needs and preferences of each audience, health tech companies can leverage animation to craft content that resonates effectively, maximizing engagement and leaving a lasting impression. 

MOWE Studio: Crafting Animation Strategies for Health Tech Success

Our team understands the complexities of stakeholder communication that health tech companies face. We’d be thrilled to help you navigate this intricate maze of stakeholder engagement, ensuring your messages resonate effectively with each of your audiences. Here’s a peek into how. 

Diagnostic Process: Identifying Key Stakeholders and Pinpointing Messaging

We begin with a diagnostic process, meticulously identifying the various stakeholder groups that are critical to health tech product growth and success. By gaining a deep understanding of each group’s interests, priorities, and communication preferences, MOWE can develop a tailored animation strategy that speaks directly to their specific needs.  

Measurement and Optimization: Selecting KPIs Per Stakeholder Group

Crucially, our animation plans always incorporate KPIs tailored to each stakeholder asset and its goal(s). For example, a main KPI for a brand awareness animation might be video view through rate. At the same time, an investor pitch animation’s KPIs could include follow-up meetings booked. 

The key is being able to track engagement and optimize your messaging based on real-time data and meaningful objectives.

Contextual Consideration: Platform, Viewing Habits, and Video Lengths

MOWE recognizes that effective communication goes beyond the content itself — it also requires a deep understanding of the contexts in which stakeholders will engage with your messaging. 

For instance, an animation designed for social media platforms like Instagram or TikTok would need to be optimized for mobile viewing, with a short runtime of perhaps 15-30 seconds to capture viewers’ attention while scrolling. In contrast, an animation on your website could be longer, around 1-2 minutes, to provide a more comprehensive overview.

Our strategies take into account factors like viewing platforms, specific situations, and recommended video lengths, ensuring each animation is optimized to capture and retain the audience’s attention, regardless of the medium or environment. 

Case Study: HopStair’s Multi-Asset Approach for Diverse Stakeholders

Let’s look at a case study that exemplifies our approach: MOWE’s work with HopStair, a digital health startup in the UK. HopStair’s app aims to improve mental health by building self-confidence through daily nudges, 1:1 coaching, and a supportive community. 

With three critical stakeholder groups to engage — potential investors, potential B2B partners, and end users — MOWE developed a strategic animation plan tailored to each audience’s unique needs.

• We created a concise, high-impact pitch video for potential investors, suitable for presenting during time-constrained meetings.

• For potential B2B partners, a more comprehensive video explored the app’s benefits in depth, designed to be viewed on HopStair’s website during the research phase.

• Finally, we produced a succinct, subtitled video under 60 seconds for HopStair’s end users, optimizing it for social media channels where potential users are likely to discover the app while scrolling.

Through this multi-asset approach, MOWE ensured that HopStair’s messaging resonated effectively with each stakeholder group, maximizing engagement and driving growth. 

Embracing Animation for Consistent, Impactful Stakeholder Engagement

Let’s be real: Staying ahead in health tech is tricky. With so many stakeholders involved, one message seldom resonates with all parties. 

But animation can be your secret weapon. It allows you to build tailored videos that speak directly to different stakeholders’ priorities, while still preserving brand identity and core messaging.

Animation helps you capture people’s attention, whether they’re users, investors, or healthcare admins. And by teaming up with a seasoned animation studio like MOWE, you’ll get expert guidance every step of the way. We’ll help identify key audiences, develop data-driven animation strategies, and consider contextual factors like viewing platforms and ideal video lengths. No more communication maze. Just clear, impactful stakeholder engagement.