A Video for Elsevier’s InOrder Makes Healthcare Tech More Human
Healthcare technology has never been smarter. For patients and providers, that’s great news. For marketers, it means finding easy-to-understand and engaging ways to promote innovative clinical products – a necessary but challenging proposition.
Last year, Atomicdust worked with Elsevier to name and brand InOrder, an exciting new order sets solution. InOrder gives doctors and clinicians the tools to collaboratively author, review and manage order sets, helping them standardize patient care throughout their hospital using the best, most current evidence. This year, Elsevier asked us to create a short video to introduce clinical leaders to InOrder’s Adaptive Terminology Platform, an add-on service that lets hospitals use their preferred names for treatments, equipment and conditions within the InOrder system.
The service’s main selling point is that it “speaks the way you do,” and the video needed to do the same, using clear verbal and visual language to prevent information overload. Building on the existing InOrder visual style, we used simple sketched lines to make the technology story approachable and highlight the connections InOrder can create between terms, technology and people. The voiceover broadly defines the scope of the product’s capabilities, but keeps everything focused on the service’s human impact: better patient care and a more efficient workday. Specific clinical examples give viewers insight into how they might use the service in their own hospital, and demonstrate how well InOrder works with existing electronic health record systems.
Customization is built into the InOrder brand’s DNA – the tagline is “Smarter sets, made to order” – and the Adaptive Terminology Platform is an important step toward more personalized, precise healthcare. We were pleased to help introduce it to the industry.
