Digital Medical Animation Library By MarkIV

After making a mark in the medical animation sector, Coimbatore-based Mark IV Animation Studios is in the process of launching an e-learning system and a digital medical animation library. “With an established brand name, we are expanding into the interactive training markets. We are currently experimenting with producing a digital medical animation library targeting each organ, depicting diseases affecting them, action of medication down to the cellular and intracellular level,” V Sivamalar, managing director of Mark IV, told.

Coimbatore-based Mark IV Animation Studios is in the process of launching an e-learning system and a digital medical animation library

Medical Animation is a visually appealing field used for communicating/teaching medical related concepts. Educational institutions, hospitals, pharmaceutical companies, research institutions, medical equipment industries require the assistance of medical animation to explain the complex medical and scientific concepts. According to Ms Sivamalar, India is emerging as a strong contender for outsourcing business on the non-entertainment animation front. While the country’s share in this sector is yet to be estimated, medical animation is slowly gaining importance. “Giant strides in the healthcare sector coupled with low overhead costs are making India a hub for outsourcing of postproduction work.

3D animation, as a teaching tool, is used by medical device and pharmaceutical companies throughout the product lifecycle. It is also used to educate doctors, sales force employees or patients,” she added. Mark IV, whose focus is hyper realism, is currently working on a three-hour medical animated series on the mechanism of action (MoA) of a drug (still under development) for a Chennai-based pharmaceutical company. This is likely to be completed in 10 months. It had earlier completed a twominute cell cycle medical animation for USbased medical publishing company, Lippincott Williams & Wilkins.

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