Case Study: Ashfield Engage & Advids - Cinematic Medical Device Video For Demonstrating Digital Patient Engagement

A case study on utilizing The Advids Clarity & Engagement Framework to transform a complex, multi-platform healthcare system into a single, patient-centric narrative.

Summary

This case study details the production of a 2D motion graphics explainer video for Ashfield Engage. The client needed to demonstrate a comprehensive patient engagement platform that spanned multiple User Interfaces and communication channels. The primary challenge was not technical animation, but strategic storytelling: how to unify two distinct-looking platforms ("Trak 360" and "Ashfield Engage") into one cohesive patient journey. Advids implemented a "Conceptual Pivot" from a feature-based script to a patient-led narrative, resulting in a clear, compelling, and emotionally resonant video.

The Challenge

Ashfield Engage possesses a powerful, multi-faceted Software-as-a-Service platform. It connects providers to patients via desktop dashboards, mobile apps, video conferencing, and text messages. The challenge was demonstrating this complex ecosystem without overwhelming the audience. The video needed to clearly show how all the pieces—including two different-looking User Interfaces—worked together as one seamless solution to improve patient outcomes.

The Solution

Advids employed its Clarity & Engagement Framework, prioritizing narrative strategy above all. Instead of a simple feature tour, our team developed a patient-centric story following "Mary Smith." This narrative structure provided a logical and emotional thread that guided the viewer through the entire platform, reframing the provider-facing dashboard ("Trak 360") and the patient-facing portal ("Ashfield Engage") as two perfect halves of a single, supportive journey.

Client Profile

Ashfield Engage is a global leader in strategic engagement and commercialization, providing services to the healthcare industry. Their platform focuses on creating personalized, data-driven patient experiences and optimizing interactions between patients, providers, and pharmaceutical partners.

Project Objective

To create a single 2D motion graphics video that clearly and effectively explains the end-to-end value of the Ashfield Engage patient platform. The video needed to build trust, demonstrate technological sophistication, and clearly articulate the benefits for both healthcare providers and patients.

The Advids Clarity & Engagement Framework

For this project, we deployed our specialized workflow for 2D motion graphics and complex explainers. This framework focuses on transforming intricate concepts into clear and engaging visual stories. Key stages included a strategic Scripting and Visual Strategy phase, followed by detailed Storyboarding, Vector Illustration, and high-fidelity User Interface animation.

Project at a Glance

Project Timeline

1. Kickoff & Discovery (Week 1)
   • Milestone: Strategic alignment and asset collection.
   • Key Outputs: Project brief confirmed, initial brand guidelines and User Interface screen captures received.
   • Quote: "We need to show both the 'Trak 360' dashboard and the 'Ashfield Engage' portal. How do we make them feel like one system?"

2. Scripting & Visual Strategy (Week 2)
   • Milestone: Initial script and style frames developed.
   • Key Outputs: Initial_Script_V1.docx, Style_Frames_Set_B_V2.png.
   • Quote: "The aesthetic must be clean, calm, and trustworthy. The motion should feel supportive, not just fast."

3. The Narrative Pivot (Week 3)
   • Milestone: Storyboard and narrative revised.
   • Key Outputs: Storyboard_Marys_Journey_V3.pdf. This new storyboard introduced "Mary Smith" as the narrative anchor.

4. Asset Production & Animation (Week 4-5)
   • Milestone: All vector assets created and User Interface animation begins.
   • Key Outputs: UI_Animatic_V1.mp4 created and refined.
   • Quote: "The transition from the desktop timeline to the mobile message needs to be perfectly smooth."

5. Full Animation & Compositing (Week 6)
   • Milestone: All scenes animated with full motion design.
   • Key Outputs: Full_Animatic_R2.mp4 sent for review. This included compositing the live-action footage (actors) into the animated scenes.

6. Sound Design & Final Mastering (Week 7)
   • Milestone: Voice-over, music, and sound effects are finalized.
   • Key Outputs: Final video file delivered.

The Production Deep Dive: From Static Screens to a Dynamic Patient Story

Phase 1: Visual Strategy: Unifying a Complex Platform Ecosystem

Goal: To establish a visual language that could unite multiple communication channels and User Interfaces under one branded umbrella.

Process: The project began with deconstructing the client's complex system. The platform involved text messages, emails, video calls, a provider dashboard, and a patient app. Our visual strategy focused on using Ashfield's core blue-and-green palette and clean iconography to represent these channels.

(IMG ASSET 1)

(Timestamp: 17s) This shot visualizes the core challenge: unifying disparate communication channels (email, video, apps, SMS) around a single user.

Advids Expertise: The Advids team's experience in B2B technology explainers was crucial. We developed a "hub and spoke" visual model, seen at 00:17, that immediately communicated the idea of a central, connected system. This visual concept, established in the Style_Frames_Set_B_V2.png, became the foundation for the entire video's design logic.

Feedback Loop: Defining the "Calm & Connected" Aesthetic

Client: "We've reviewed the Style_Frames_Set_B_V2.png. We like the direction, but we need to ensure the overall feeling is calm and supportive. It's healthcare, so it needs to build trust, not just feel like another piece of corporate technology."

Advids: "Excellent point. We will refine the palette, emphasizing the softer blues and greens in the backgrounds. We'll also ensure the Keyframe Animation uses gentle Easing and Interpolation, so the motion feels fluid and reassuring, not abrupt."

Phase 2: The Critical Juncture: A Narrative Pivot to 'Mary's Journey'

Goal: To solve the narrative confusion created by presenting two different-looking User Interfaces.

Process: The initial script (Initial_Script_V1.docx) was feature-led. It presented the "Trak 360" dashboard, then jumped to the "Ashfield Engage" portal. The client feedback on the first animatic was that the connection was unclear.

(IMG ASSET 2)

(Timestamp: 36s) The "Trak 360" dashboard. This provider-facing view, centered on "Mary Smith," was the first key to unlocking the narrative.

The Breakthrough: This feedback loop sparked the "Conceptual Pivot." The Advids strategy team proposed a significant narrative shift. Instead of a feature-dump, we would build the entire story around the fictional patient "Mary Smith," who is introduced by name at 00:31.

This pivot, captured in Storyboard_Marys_Journey_V3.pdf, was the breakthrough. It instantly gave the video a logical and emotional framework:

1. We first see the Provider's View (the "Trak 360" dashboard) as a tool to build Mary's care plan.
2. We then follow Mary's Patient Experience (the "Ashfield Engage" portal) as she interacts with that plan.

This "provider-to-patient" flow turned the two UIs from a point of confusion into the video's core strength.

Feedback Loop: Solving the Two-Platform Narrative

Client: "We're reviewing the UI_Animatic_V1.mp4. The jump from the 'Trak 360' timeline to the 'Ashfield Engage' app is confusing. It feels like two different products."

Advids: "We agree. This is a narrative challenge. What if we pivot? Instead of a feature-first approach, let's make 'Mary Smith' the star. We'll structure the script as 'Mary's Journey.' We'll introduce the 'Trak 360' dashboard as the provider's view of her plan, and then transition to the 'Ashfield Engage' app as the patient's view."

Client: "That's it. That connects everything. Let's proceed with that new narrative."

Phase 3: Keyframe & Motion: Animating the User Interface

Goal: To bring the static User Interface screens to life with fluid, clear, and purposeful animation.

Process: With the narrative locked, our motion design team focused on the technical execution. This involved meticulously recreating the client's User Interfaces in Vector Illustration software, then animating them in After Effects.

(IMG ASSET 3)

(Timestamp: 103s / 1:43) The "Ashfield Engage" mobile portal. This animation highlights the patient's experience, directly connecting it to the provider's plan.

Advids Expertise: User Interface animation is a specialized skill. It requires more than just moving layers; it demands an understanding of User Experience. The Advids team used subtle Keyframe Animation, highlights, and fluid transitions to guide the viewer's eye to the most important information on screen, such as "Healthy Recipes" (01:03) or the "Talk to a Nurse" button (01:08). We also seamlessly composited actor footage (like the nurse at 01:18) into our animated phone mockups, blending the human and digital elements of the platform.

(Timestamp: 118s / 1:58) A key shot demonstrating the seamless compositing of live-action footage (the nurse) within the animated User Interface.

Synergy Analysis: Technology vs. Human Expertise

This project was a classic example of how strategy, not just software, drives success in 2D explainer video production.

Technology-Powered Contributions:

• 2D Animation Suite (After Effects): Provided the technical backbone for all Keyframe Animation, compositing, and kinetic typography.
• Vector Illustration Software (Illustrator): Enabled the creation of crisp, brand-aligned vector assets and User Interface elements that could be scaled and animated without loss of quality.
• Vimeo Review: Facilitated precise, timestamped feedback on animatics, which was essential for identifying the "Two-Platform" narrative problem.

Advids' Visualization Craft (Human Expertise):

• Strategic Storytelling: The ability to diagnose a narrative problem (the confusing UIs) and prescribe a strategic solution (the "Mary's Journey" pivot). This expertise, provided by the Advids creative team, saved the project from being a confusing feature-dump.
• User Interface Motion Design: The specialized skill of animating UIs in a way that feels intuitive and guides the viewer's eye, demonstrating the platform's utility, not just its appearance.
• Brand & Tone Management: The artistry to translate a brand guideline ("calm," "trustworthy") into specific motion design choices (soft color palettes, gentle Easing).

Outcomes & Strategic Learnings

A Unified, Compelling Narrative

The final video successfully transformed a complex, multi-platform system into a single, easy-to-understand patient journey. The "Conceptual Pivot" to the "Mary's Journey" narrative was the key strategic decision that ensured the video's success.

High-Value Sales and B2B Tool

Ashfield Engage received a high-impact B2B sales tool that clearly articulates the platform's comprehensive value. The video builds trust by focusing on the patient experience, making it a far more effective tool than a simple software demo.

The Power of a Narrative Anchor

For complex explainer videos, a "feature-led" approach is often a path to confusion. This project reaffirmed that anchoring the story to a relatable persona or journey ("Mary Smith") is the most effective way to organize complex information and connect with an audience on an emotional level. This is a core tenet of the Advids Clarity & Engagement Framework.

Final Video