Dechra is a manufacturer of veterinary products and specialize in the development and marketing of licensed branded pharmaceuticals.
The company has a global presence and is active is countries across Europe and also in the US. Specializing in span dermatology, endocrinology, equine medicine and ophthalmology, Dechra wanted to promote a new product and technique for the treatment of joint problems in older animals. A patented formulation called Polyglycan would be demonstrated and explained for the benefit of veterinarians unfamiliar with this new procedure. The process was fairly straightforward. However, the company was concerned that the markets unfamiliarity would present a barrier to its acceptance.
RuffKut worked closely with the developers of Polyglycan, ArthroDynamic who provided further creative direction. After consultation with the client, it was possible to develop a script that would fully describe the procedure and its benefits, using language appropriate to the intended audience. The company had a clear idea of how to present the product and technique to a professional audience. It was necessary to create the video using a two-phase approach.
In phase one the product was explained by Dr. Shealy, a certified small animal surgeon. Dr Shealy provides a substantive and detailed view of the procedure. The tone of the piece is educational and designed to be of use as educational material. In phase two a demonstration of the procedure takes place. The challenge of the video was to demonstrate how this new technique, injecting fluid into joints, could be performed simply and safely with a minimum of training. Utilizing Biovision’s 1.2mm NeedleView Arthroscope camera we were able to fully document the procedure at a level of detail that provides the exact placement points at the injection sites. This was a crucial area for the video to be successful, as while injections into muscular tissue or IV are common, joint injections are unfamiliar to many practitioners.
Communicating a new procedure using technical language was the challenge to address and working with RuffKut a concept was developed to address these needs. The video will become part of a series of educational material that veterinarians can use to meet their continuing professional development needs. Furthermore, the barrier to entry faced by the company will be overcome as practitioners witness the simplicity of the procedure in action. In addition to creating the video content, RuffKut completed the post-production process including the creation of graphics and animation to link the segments and to further explain the procedure.