Budget and team proposal
Linaclotide MOA animation and leave piece
Prepared for Tom Gilbert, Ironwood Pharmaceuticals
28 November 2016
Scope of work
Ironwood Pharmaceuticals have approached Watermeadow Medical to develop a 2-part animation in support of linaclotide. The animation will cover:
· disease awareness, pathophysiology (approximately 90 seconds);
· the mode of action (30–45 seconds).
The two parts of the animation will be able to stand alone but also can be shown together. The animations should be usable across multiple channels, including social media, at symposia, iPads, PowerPoint presentations, etc. A voiceover will be included in American English. Ironwood have already prepared the medical story and narrative that promotes linaclotide; therefore, Watermeadow and Ashfield Digital and Creative will take that narrative and turn it into a visually compelling animation.
This budget details costs for three different creative formats for the animation, to give Ironwood the option to decide upon the visuals and budget that best suits their objectives.
Additionally, a leave piece that sales reps can give to physicians will also be prepared, which details the disease awareness and pathophysiology. In an ideal situation, the leave piece would be produced in parallel with the animation so that the same imagery and graphics could be used in both items, to create a visual identity that health care professionals would immediately associate with linaclotide. However, as the leave pieces are needed earlier in January, use of existing branding and corporate imagery is proposed to create a distinctive feel for the item. For the budget, a 4-page A5 leaflet has been assumed, to use existing branding/designs, with Ironwood overseeing the printing.
The audience for both pieces comprise gastroenterologists, primary care providers, and nurse practitioners, the last of whom are becoming the largest prescribing group.
As an optional extra, time has been included to have external approval of the storyboard, either by a virtual ad board or face-to-face attendance at a planned ad board.
Team Biographies
/ Emma has 8 years’ experience in medical communications, with extensive experience in leading accounts, producing materials for commercial teams and sales reps, including videos, leave pieces, detail aids, monographs, training and meetings. She has worked across therapy areas including obesity, diabetes, infectious diseases and haematology./ Adam has over a decade of industry experience partnering with clients to deliver projects successfully across different therapy areas and projects, including MOA scripts. Adam’s current role includes ensuring scientific excellence in all work produced by the team.
/ Murray originally worked in the pharmaceutical industry in sales and marketing before joining the newly evolving MedComs industry in the 1990s. He has worked across a wide variety of therapy areas, including gastrointestinal, as well as across the full range of project types in this period, including animation script-writing and story-boarding. His role currently focuses on ensuring high quality output from Watermeadow’s editorial services.
/ Since joining Watermeadow 2 years ago, James has
gained experience across publications, slide decks and meetings for different audiences, capably turning his hand to different challenges, and demonstrating the ability rapidly to pick up new therapy areas.
/ Shuna has over 5 years’ experience of writing medical materials. She enjoys presenting complicated information in simple, easily accessible and creative formats, and has a strong project management skill set. She has experience with respiratory, obesity and diabetes, and real-world research.
/ Rachael has over 9 years’ experience as a project manager, where she has worked for numerous clients across several industries. Since joining Watermeadow in April 2015, she has provided dedicated project and financial management support across a full range of deliverables, ensuring efficient working between different teams and departments to deliver projects to budget and schedule.
/ Jo has worked within Ashfield for over 20 years, originally within Studio and Creative Services, before joining the Digital division at the very start, 16 years ago.
Based in the Commercial Team, she manages the day-to-day logistics of client projects, liaising closely with our development team to ensure the successful delivery. Johas particular expertise in video and multimedia technologies, including interactive learning projects and animation projects.
/ With over 26 years of experience in the medical communications industry, Gareth spent the early part of his career as a traditional, then digital, layout artist before progressing to web and multimedia design. Gareth has spent the past 17 years utilising a wide range of cutting-edge software to create and deliver high-quality medical animation, illustration and motion graphics for a wide variety of media and clients.
Animation budgets
3D animation
Hours / Total ($)Project and financial management throughout the project:
· Agreeing budget and timelines
· Obtaining relevant material from client
· Ongoing liaison with client and between internal team to ensure project is delivered to specification
· Final reconciliation and invoicing / AM: 12 h
MW: 5 h
SMW: 5 h / 2040.00
885.00
985.00
Attending briefing TC
· 1-h call, attended by Account Manager, Medical Writer and Senior Medical Writer, including preparation and follow-up / AM: 1.5 h
MW: 1.5 h
SMW: 1.5 h
Animator: 1.5 h
eProject Leader: 1.5 h / 255.00
265.50
295.50
225.00
315.00
Storyflow and content outline development
· Development of a storyflow/outline, based on narrative provided by Ironwood. Assumes adaption of this narrative only, with minimal content generation
· Allows for 1 round of client review / MW: 6 h
SMW: 2 h / 1062.00
394.00
Storyline and script development
· Development of storyline and voiceover script based on storyflow, including very initial visual ideas and animation directions
· Allows for 1 round of review / MW: 16 h
SMW: 3 h
ME: 1 h / 2832.00
591.00
157.00
Storyboard development
· Development of visual storyboard and generation of computer animated models
· If external approval by external experts is needed, this would be the stage to incorporate that
· Allows for 1 round of client review (assumes minor amends only) and 1 round of approval / Animator: 70 h
Creative Director: 5 h
eProject Leader: 7 h
MW: 12 h
SMW: 6 h / 10,500.00
1125.00
1470.00
2124.00
1182.00
Creation of 3D animation
· 3D animation of up to 2 minutes 15 seconds, based on approved storyboard
· Voiceover recording
· Allows for 1 round of minor client comments/approval / Animator: 195 h
eProject Leader: 40 h
MW: 15 h
SMW: 6 h / 29,250.00
8400.00
2655.00
1182.00
Production of final files / Animator: 7 h
eProject Leader: 3 h
MW: 1 h
AM: 1 h / 1050.00
630.00
177.00
170.00
Third-party costs (estimates; will be passed on at cost with no mark-up)
· Voice over fee / 2400.00
Total fees / $70,217.00
Total third party costs / $2400.00
Overall costs / $72,617.00
Story flow/content outline development / 1 week / 5–9 Dec /
Client review of storyflow / 1 week / 12–16 Dec /
Incorporation of client amends and storyline/script for animated action development / 2 weeks / 19–30 Dec /
Client review of storyline and script / 1 week / 3–10 Jan 2017 /
Incorporation of client amends / 2 days / 10–12 Jan /
Visual storyboard development and generation of computer animated models / 3 weeks / 12 Jan–1 Feb /
Client review of story board, including external expert review / 2 weeks / 1–15 Feb /
Incorporation of client amends / 1 week / 15–22 Feb /
Approval of storyboard pre-production / 1 week / 22 Feb–1 Mar /
Creation of 3D animation as per agreed visual storyboard and approval of online edit / 5 weeks / 1 Mar–5 Apr /
Client review/approval of animation / 1 week / 5–12 Apr /
Incorporation of client amends / 1 week / 12–19 Apr /
Production of final master high-definition digital file for distribution / 3 days / 19–21 Apr /
Provision of final file / 21 Apr /
2D animation
Hours / Total ($)Project and financial management throughout the project:
· Agreeing budget and timelines
· Obtaining relevant material from client
· Ongoing liaison with client and between internal team to ensure project is delivered to specification
· Final reconciliation and invoicing / AM: 12 h
MW: 5 h
SMW: 5 h / 2040.00
885.00
985.00
Attending briefing TC
· 1-h call, attended by Account Manager, Medical Writer and Senior Medical Writer, including preparation and follow-up / AM: 1.5 h
MW: 1.5 h
SMW: 1.5 h
Animator: 1.5 h
eProject Leader: 1.5 h / 255.00
265.50
295.50
225.00
315.00
Storyflow and content outline development
· Development of a storyflow/outline, based on narrative provided by Ironwood. Assumes adaption of this narrative only, with minimal content generation
· Allows for 1 round of client review / MW: 6 h
SMW: 2 h / 1062.00
394.00
Storyline and script development
· Development of storyline and voiceover script based on storyflow, including very initial visual ideas and animation directions
· Allows for 1 round of review / MW: 16 h
SMW: 3 h
ME: 1 h / 2832.00
591.00
157.00
Storyboard development
· Development of visual storyboard and generation of computer animated models
· If external approval by external experts is needed, this would be the stage to incorporate that
· Allows for 1 round of client review (assumes minor amends only) and 1 round of approval / Animator: 60 h
Creative Director: 4 h
eProject Leader: 7 h
MW: 12 h
SMW: 6 h / 9000.00
900.00
1470.00
2124.00
1182.00
Creation of 2D animation
· 2D animation of up to 2 minutes 15 seconds, based on approved storyboard
· Voiceover recording
· Allows for 1 round of minor client comments/approval / Animator: 119 h
eProject Leader: 32 h
MW: 15 h
SMW: 6 h / 17,850.00
6720.00
2655.00
1182.00
Production of final files / Animator: 5 h
eProject Leader: 2 h
MW: 1 h
AM: 1 h / 750.00
420.00
177.00
170.00
Third-party costs (estimates; will be passed on at cost with no mark-up)
Voice over fee / 2400.00
Total fees / $54,902.00
Total third party costs / $2400.00
Overall costs / $57,302.00
Story flow/content outline development / 1 week / 19–30 Dec /
Client review of storyflow / 1 week / 3–11 Jan 2017 /
Incorporation of client amends and storyline/script for animated action development / 1 week / 11–18 Jan /
Client review of storyline and script / 1 week / 18–25 Jan /
Incorporation of client amends / 1 week / 25 Jan –1 Feb /
Visual storyboard development and generation of computer animated models / 2 weeks / 1–15 Feb /
Client review of story board, including external expert review / 2 weeks / 15 Feb–1 Mar /
Incorporation of client amends / 1 week / 1–8 Mar /
Approval of storyboard pre-production / 1 week / 8–15 Mar /
Creation of 2D animation as per agreed visual storyboard and approval of online edit / 3 weeks / 15 Mar–5 Apr /
Client review/approval of animation / 1 week / 5–12 Apr /
Incorporation of client amends / 1 week / 12–19 Apr /
Production of final master high-definition digital file for distribution / 3 days / 19–21 Apr /
Provision final file / 21 Apr /
Whitescreen animation
Hours / Total ($)Project and financial management throughout the project:
· Agreeing budget and timelines
· Obtaining relevant material from client
· Ongoing liaison with client and between internal team to ensure project is delivered to specification
· Final reconciliation and invoicing / AM: 12 h
MW: 5 h
SMW: 5 h / 2040.00
885.00
985.00
Attending briefing TC
· 1-h call, attended by Account Manager, Medical Writer and Senior Medical Writer, including preparation and follow-up / AM: 1.5 h
MW: 1.5 h
SMW: 1.5 h
Animator: 1.5h
eProject Leader: 1.5 h / 255.00
265.50
295.50
225.00
315.00
Storyflow and content outline development
· Development of a storyflow/outline, based on narrative provided by Ironwood. Assumes adaption of this narrative only, with minimal content generation
· Allows for 1 round of client review / MW: 6 h
SMW: 2 h / 1062.00
394.00
Storyline and script development
· Development of storyline and voiceover script based on storyflow, including very initial visual ideas and animation directions
· Allows for 1 round of review / MW: 16 h
SMW: 3 h
ME: 1 h / 2832.00
591.00
157.00
Storyboard development
· Development of visual storyboard and generation of computer animated models
· If external approval by external experts is needed, this would be the stage to incorporate that
· Allows for 1 round of client review (assumes minor amends only) and 1 round of approval / Animator: 50 h
Creative Director: 5 h
eProject Leader: 7 h
MW: 12 h
SMW: 6 h / 7500.00
900.00
1125.00
2124.00
1182.00
Creation of whitescreen animation
· Whitescreen animation of up to 2 minutes 15 seconds, based on approved storyboard
· Voiceover recording
· Allows for 1 round of minor client comments/approval / Animator: 91 h
eProject Leader: 15 h
Copywriter: 14 h
MW: 15 h
SMW: 6 h / 13,650.00
3150.00
2730.00
2655.00
1182.00
Production of final files / Animator: 5h
eProject Leader: 2h
MW: 1h
AM: 1 h / 750.00
420.00
177.00
170.00
Third-party costs (estimates; will be passed on at cost with no mark-up)
Voice over fee / 2400.00
Total fees / $48,017.00
Total third party costs / $2400.00
Overall costs / $50,417.00
Story flow/content outline development / 1 week / 19–23 Dec /
Client review of storyflow / 1 week / 3–6 Jan 2017 /
Incorporation of client amends and storyline/script for animated action development / 2 weeks / 9–20 Jan /
Client review of storyline and script / 1 week / 23–27 Jan /
Incorporation of client amends / 1 week / 30 Jan–3 Feb /
Visual storyboard development and creative concept / 2 weeks / 6 Feb–17 Feb /
Client review of story board, including external expert review / 2 weeks / 20 Feb–3 Mar /
Incorporation of client amends / 1 week / 6–10 Mar /
APPROVAL OF STORYBOARD pre-production / 1 week / 13–17 Mar /
Creation of 3D animation as per agreed visual storyboard and approval of online edit / 2 weeks / 20 Mar–5 Apr /
Client review/approval of animation / 1 week / 5–12 Apr /
Incorporation of client amends / 1 week / 12–19 Apr /
Production of final master high-definition digital file for distribution / 3 days / 19–21 Apr /
Provision final file / 21 Apr /
Leave piece budget