Codman (part of Johnson & Johnson)

Multi Type Visuals for Infusion System for Spinal Drug Delivery

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Client: Codman (a division of J&J)
Medium: Digital 2D, 3D, animation


Working with agency Marketplace Marketing, the team at Medical. were commissioned to create a number of medical animations, medical illustrations and 3D medical device models for the client Codman; part of the Johnson & Johnson Group. The aim to combine a set of multi visuals together with written text to be used as a presentation piece in an iBook format. The purpose of our putting together an iBook presentation was for it to be used as a sales tool by the Codman J&J sales team, when demonstrating their new infusion system for spinal drug delivery to demonstrate it to medical professionals.

Project Brief

The team were tasked with creating a range of visuals to help promote a new medical device called a Medstream Programmable Infusion System. A revolutionary drug pump system with the purpose to deliver pain killing drugs like baclofen to the spinal canal of patients in a very controlled manner. The range of visuals was the creation of hyper realism 3D medical devices to be incorporated into a custom 3D animation showing how the drug was delivered into the spine. 2D medical illustrations were required for printed pull out to accompany the marketing materials and the visuals were to be completed as an iBook presentation which was to be a sales aid for the product for the J&J sales team.

The Pump

Surgically it involves the implantation of a pump inside a patients’ abdomen. To operate the pump device once inside the abdomen clinicians can use a computerised wireless control unit to non-invasively program dosing and flow rate for each patient based on their specific needs. The Codman pump has been designed to hold approximately one ounce of medication. Implantation of the pump is done in the operating room under local or general anaesthesia. The pump is placed under the skin in the fatty area of the lower abdomen. Depending upon the flow rate of the individual pump for each patient, a doctor or nurse will refill the pump every four to eight weeks. The manufacturer recommends the pumps battery will run the Medstream for eight years whilst staying within the 10% of the recommended delivery dose. The Delivery System The drug Baclofen is transported from the pump directly to the spinal area using the new Surestream Catheter technology. The titanium pump is circular in shape with a small, raised area in the centre called a septum. This septum is where a nurse would use a special needle to fill the pumps storage reservoir with pain medication via a needle stick through the skin. The medication flows from the drug chamber into the selected body site at a constant rate through a small flexible tube which is the Surestream catheter.

Benefits of this System

Our brief was to help illustrate the benefits of this system through a series of educational visuals that would show how this device could be such a huge benefit for those patients suffering from long-term chronic pain. Through its use would mean patients could avoid having a daily injection and it would mean the reduction of the side effects of oral administration of a drug. It would mean a reliable pain release system directly into the spine that would not only maximise the effect but allow patients to return to some normality of life by reducing daily hospital visits.

The Result

Bringing all of this together was project manager Tim Butler, who coordinated the various artists within the team throughout the project over the course of several months. Different members were tasked with sections of the project such as the 2D illustrations, 2D animations, the organic (human anatomy) 3D illustrations, the inorganic 3D and the 3D animation.

The teams first task was to create 3D models of the Medstream and Archimedes pump device and the Surestream Catheter to demonstrate how the new technology pump worked by looking inside the pump. And to generate photo realistic renderings of the pump and so that it could be rotated 360 degrees for those seeing it for the first time to gain a full understanding of how the pump worked.

Medical device C.A.D files were used to obtain exact dimensions of all the different components resulting in photo realistic 3D illustrations and 3D animation models could be created. The next part of the project involved creating 3D medical animations of a glass human figure with an anatomically precise spine visible within the body. Integrated into the animation was the photo realistic medical device to demonstrate how the drug is delivered directly into the spine via the Surestream catheter.

The result was a glass figure rotating a full 360degrees to give the viewer a full picture of how the pump and its Surestream catheter was integrated into the body. Medical illustrations were created of the posterior view of the spine with a cut through to see inside the layers of spinal cord. The result to use the illustrations as a pull out as part of the printed presentation element.

The overall result was the production of an iBook that was successfully used by the J&J sales team and taken around the world to assist with the promotion and sales of the new drug delivery system to help improve patient care for those suffering with chronic pain.

“Joanna has a great eye for detail and the illustrations were loved by everyone, most especially by the client.”Stuart Banks, Digital Project Manager, Frontera
“Joanna was right at home working with us to develop illustrations that both met our clinical needs and fit perfectly into the aesthetics of our user interface. Her work is superb!”Michael Gold , Director of Product Development, CareCloud
“We have now received the new folder with your illustrations: I love it!”Lisa Ruckstuhl - Product Manager Osteoporosis, Daiichi Sankyo (Schweiz) AG
“I’m really pleased with how the book finally looks and that is in part huge thanks to Jo for such fantastic and skilled art. The level of detail that Jo achieves is incredible and her medical knowledge clearly abounds. She is always such a pleasure to work with – nothing is too big or small a job. It was all approached with the same cheery manner! Jo always delivered on deadlines too, which is a huge relief to us designers! Many thanks – it has indeed been a pleasure. I would have no hesitation to recommend Jo!”Senior Designer, Duncan Baird Publishers
“Joanna and her team are a pleasure to work with. They are responsive and creative. They turned around several excellent animations and drawings for our video series. We certainly would enjoy working with them again!”David Mathison, MD, MBA, Associate Director of Pediatric Transport, Children's National Medical Center and Assistant Professor of Pediatrics & Emergency Medicine, George Washington University School of Medicine
“Joanna has provided the core illustrations for a number of our iPad Apps, and her illustrations have received terrific reviews from our users. She understands our requirements clearly and also understands the specifics of illustrating for digital media and mobile applications. The quality of her work is outstanding, and she can be relied upon to hit deadlines and deliver to the exact clinical requirements of each project.”Todd Morgan, Co-Founder, drawMD
“Hello Tim and Joanna,
Thank you for the illustrations, you have done an outstanding job on the finished articles… The service provided was efficient and very thorough, we were very happy with the way you able to understand and translate the brief into an illustration which captured the desired output.”Clare Lynex, Senior Medical Writer, UBM Media Asia, Singapore
“We found to be energetic, imaginative, and efficient, a joy to work with!”Dr Sam Alberti, Director of Museums and Archives, Royal College of Surgeons of England, London