Welcome back to our AI-assistance series, where we delve into the revolutionary applications of AI in pharmaceutical marketing.
In this sixth instalment, we explore how AI can streamline the creation of a Mode of Action (MoA) video for our fictional product, Noxivision.
Why not listen to it instead:
This visual journey not only illustrates the mechanism by which Noxivision works but also enhances the audience's understanding through compelling storytelling and cutting-edge visuals.
Step 1: Conceptualisation and Scriptwriting:
Creating an MoA video begins with a strong script that succinctly explains how the product functions at a molecular level. Using AI tools like ChatGPT, we drafted a comprehensive script that translates complex scientific concepts into clear, engaging language. The AI’s ability to process vast amounts of scientific literature allowed us to create a scientifically accurate MoA.
Using the generated MoA we asked the AI to create a script for the MoA video. The AI provided us with the script along with the timings and recommendations for visuals for each scene in the video.
The AI-driven scriptwriting process also facilitated rapid iterations. By inputting feedback, we refined the narrative until it perfectly balanced technical detail with viewer engagement. This step, which could traditionally take weeks, was completed in a matter of days thanks to the efficiency of AI.
Step 2: Visual Storyboarding:
Once the script was finalised, the next step was to create a visual storyboard. Here, MidJourney’s AI-powered design capabilities came into play. We used it to generate preliminary visual concepts, experimenting with different styles and aesthetics until we found the perfect match for Noxivision’s brand identity, based on the visual recommendations that had been provided.
MidJourney's AI not only sped up the design process but also provided unique and creative visual ideas that might not have been conceived through traditional methods.
This enabled us to present a visually cohesive and innovative storyboard that effectively captured the product’s mode of action.
This image was generated from Midjourney and was used in the MOA video
Step 3: Animation and Visual Effects:
Bringing the storyboard to life required sophisticated animation and visual effects, traditionally the domain of skilled animators and VFX artists. However, with the advent of AI-powered animation tools like Runway, we were able to automate much of this process.
By feeding the storyboard images and script into the AI, we generated high-quality animations that illustrated the molecular interactions and pathways targeted by Noxivision.
The team made minor edits to the storyboard images that had been created in Midjourney to ensure focal points and colours were correct and consistent. Runway allowed us to then animate the storyboard images in the specific ways that we required by importing the still images and providing prompts on how we wanted these images to be animated.
There were other AI video creation tools available at the time which allow you to generate videos based on text prompts entered alone with no visuals. However we found that this method made it much more difficult to achieve consistent and accurate results for something as technical as an MoA video.
Step 4: Voiceover Recordings:
To complement the visuals, a compelling voiceover was essential. Utilising AI-driven tools like ElevenLabs, we were able to generate a professional, human-like voiceover that matched the tone and pacing of our video. The AI provided various voice options, allowing us to choose the one that best resonated with our audience.
In addition to voiceover, sound design played a crucial role in enhancing the video’s impact.
Traditionally voice-recordings required for a video such as this would have had a big impact on the timelines and budget of such a project. However using AI we eliminated the complications of having to hire a voice actor and reduced the time and costs needed to make any edits to the script and audio.
Step 5: Final Production and Refinement:
With all elements in place, the final step was to compile and refine the video. Video editing tools like Adobe After Effects enabled us to seamlessly integrate the visual, audio, and narrative components.
Below is the MoA video that was produced with AI and minimal input from the team.
The above is impressive but as with all AI-assisted work, this needed to be refined, we reviewed the video and looked at how it could be improved by the team, using some of the more traditional methods. Using the traditional editing tools we were able to further improve the look at the video. Furthermore, as AI is a rapidly developing technology, software is constantly being outdated and since our initial MOA video we have found more impressive video generation AI software like Luma’s Dream machine, which has helped us to re-envision existing scenes with more clarity and complexity.
Overall conclusion:
The creation of a Mode of Action video for Noxivision using AI tools highlighted the transformative potential of AI in pharmaceutical marketing. From scriptwriting to final production, AI significantly reduced the time and resources required while enhancing the creativity and quality of the output. However, it also reaffirmed the importance of human oversight and expertise in guiding and refining AI outputs to meet the highest standards.
As AI continues to evolve, its role in pharmaceutical marketing will undoubtedly expand, offering even more innovative ways to communicate complex scientific concepts.
Have any video project ideas?
Contact Iguazu to see how we can assist you in crafting compelling and scientifically accurate MoA videos for your products.
About Iguazu: We are a digital agency specialising in delivering tactical marketing solutions to the healthcare and pharmaceutical industry.
Tools used: ChatGPT, Midjourney, Runway, Luma, Elevenlabs
About the Noxivision project
At Iguazu, we’ve explored AI assistance in pharmaceutical marketing and created a series of articles on the topic using our fictional product “Noxivision”.
We have more articles planned in the series, which will explore the intersection of AI and pharmaceutical marketing in more detail. Make sure to follow us on LinkedIn or subscribe to our newsletter below for future articles.
At Iguazu, we have been exploring how artificial intelligence (AI) can be used to assist in marketing pharmaceutical products. We have created a series of articles that explore this topic – in the first part of our series, we looked at how AI can be used to create a brand identity for a new product. We used ChatGPT to generate names, taglines, and content for a new ophthalmics product that allows you to have night vision. After some experimentation, we settled on the name “Noxivision” and the tagline “Illuminate your path with Noxivision.”
Author:
David Pinto
Senior Project Manager
