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Understanding MOWE’s Value-Based Pricing for Health Tech Animations

There are infinite possibilities when it comes to leveraging animation for your health tech brand. Animation pricing is no different; there are so many price points and ways these projects can be specked out. 

If you’re not in the trenches of animation production, understanding where a certain price comes from can feel overwhelming and difficult. 

While most animation production companies negotiate project prices by focusing on video duration, complexity, and timeframe, at MOWE, we understand that these aspects are only part of the equation. The way we see it, the value we create comes first when pricing animation.

Pricing the Client, Not the Job: The Importance of Discussing Business Goals Alongside Animation Technicalities 

When we’re in a sales conversation, hearing from the person in front of us is far more important than deciding on a specific design style (at least at that moment). These initial conversations are crucial to the entire animation process. We get the prospect’s answers to invaluable questions, such as: 

And these are just some of the starting questions. We truly relish the opportunity to better grasp our prospect’s needs — and then price our projects accordingly. Because without a clear understanding of who we are serving and what they’re trying to achieve, we cannot understand the real size of the problem we’re solving for them or how our work can help them achieve their goals. 

It’s true that we have a solid understanding of the health tech space. Even so, every client is unique. That’s why we price the client, not simply the job. Different clients — even within the same industry — bring different challenges and opportunities to the table, which also affect the direction a project might take.

Pricing Per Client in Action  

Let’s take a 30-second video project as an example of why pricing per client/value is best. 

Working with a Fortune 500 company in comparison to a bootstrapped health tech startup can bring different challenges, even if both are looking for the same output. The Fortune 500 company will probably require more layers of approvals and more days to deliver feedback. And they’ll likely need to route the script and some visuals to their legal team. 

On the flip side, the engagement with the bootstrapped startup might involve a simpler accountability structure. Oftentimes, it’s easier to have high-level decision makers — such as the startup founder or C-level professional — directly involved throughout a project. What’s more, messaging and branding tend to be more flexible in startups than in globally established companies, allowing for smoother production and design decisions. 

Aside from the final output and the production aspects, we mainly focus on the expected results to price projects. A 30-second animation for a Fortune 500 company that might anticipate an additional $200 million in revenue per year as a result of this project will probably have different creative challenges than a project for a health tech startup looking to expand their awareness to new audiences. Depending on the situation, the startup project might actually be more complicated than the project for the Fortune 500. 

All to say, why shouldn’t similar projects for different clients be charged differently?

Value-Based Pricing for Animation Doesn’t Equate to Charging More 

This idea of pricing based on value exists in many industries, and we’ve found it to be the most beneficial pricing method for us and, more importantly, for our clients. Even value-based care has been widely discussed and implemented in the health industry, with many case studies of this delivering better outcomes to patients. However, value-based pricing is not an excuse to charge more. Not all projects require a large investment; sometimes it just makes sense to charge less.

While hiring MOWE is not cheap, it doesn’t mean our clients lose money in doing so. The secret about value-based pricing and a value-based approach is that when you move the discussions beyond the technicalities, you have not only the knowledge but the duty of using all your strengths to help the client achieve their goals. And if our work is able to deliver on that value, the project’s price is beyond fair. Besides, a cheaper project that doesn’t achieve its goals might become more expensive for the business than the more expensive project that delivers its value.

A Value-Based Approach Offers Engagement Options 

Our objective is to identify opportunities where we can use animation with purpose and maximize the outcomes of our projects. If we can make a bigger impact on a company using more resources, we want to give our clients that option. After that, it’s open for them to identify the level of results they hope to achieve. We help them visualize what works best for their current situation and what makes more sense moving forward. 

This is why we always present multiple options and different levels of how we can engage in a project. This allows us to think freely about how we can bring the most value on the high-end, but doesn’t prevent us from finding alternatives to deliver on that value at lower levels.

If post-discovery we identify a more affordable route than initially anticipated, we never push a high-ticket solution. Instead, we find ways to deliver on your outcome and optimize your budget investment and return.

On the other hand, if the client’s desired outcomes are more expressive and MOWE’s work is responsible for a big impact in making that vision come true, the investment will be proportional to that value. And with that, instead of limiting ourselves to predetermined outputs, we go beyond and expand our efforts to make the client’s vision come true.

MOWE’s Value-Based Approach to Animation Pricing

It’s important for us to be clear that not all projects at MOWE use value-based pricing, but they all follow the value-based approach. Sometimes clients are more inclined to engage us for the outputs, while others prefer to engage us for a certain period of time, and that’s okay. Neither direction is limiting, and we will approach both with the same thoughtfulness and commitment.  

Part of the information we look to get in our initial engagements is related to the desired future state of the company and the metrics used to measure how to get there. Those points help us to direct the production in alignment with the client’s goals.

More Than a Cool Video: Animation that Achieves Your Health Tech’s Goals

We are not Disney, Pixar, or Dreamworks. We are not simply in the business of entertainment here. Digital health animation needs to go beyond just having something that looks nice. That’s why we can’t approach projects solely from a technical point of view, or focus only on the creative part of them. 

A purposeful animation is one that delivers an eye-pleasing emotional output capable of generating tangible business results. 
MOWE’s approach to projects gives us permission to think freely and expansively about possibilities and creative opportunities that can generate impact. No serious business is investing money in something just because it looks nice. We understand that and work closely with our clients to make sure the emotional and reasonable sides of our brains are working together to both delight and generate value.

Felippe Silveira
Felippe Silveira
Co-founder & CEO at MOWE Studio