Cegedim: one explainer that became a series of twelve

What started as a single healthcare explainer for Cegedim turned into a series of twelve, now the backbone of their digital marketing for Pharmacy Manager and the wider NHS product set. We wrote, designed and produced each one.

The outcome

Twelve animated explainer films for Cegedim Healthcare Solutions, covering the Pharmacy Manager product and the wider Cegedim NHS portfolio. The original brief was one film. The work expanded to a series because each video earned the next.

The films now sit at the front of:

• Cegedim's product pages for Pharmacy Manager and adjacent NHS-facing tools
• Sales conversations with pharmacy groups and NHS buyers where the software needs to be understood in two minutes, not twenty
• Internal training and onboarding for new Cegedim sales and account teams
• Digital marketing campaigns running across LinkedIn and trade publications

Each film is built around a single creative idea, the "YOU" treatment with LISTEN, ACT and IMPROVE as the spine, so the series reads as one coherent body of work rather than twelve one-offs.

The challenge

Cegedim Healthcare Solutions has fifty years of healthcare technology experience and a product portfolio that touches almost every NHS pharmacy in the UK. The depth of the offer is also the marketing problem: there's too much to explain on a slide, and the audience (pharmacists, practice managers, NHS buyers) doesn't have time to read through it.

The first explainer had to do three things at once:

• Translate the software into a benefit story rather than a feature list
• Look credibly clinical, but feel approachable
• Work on a product page, on LinkedIn, and in a sales meeting without re-editing

If the first one worked, more would follow. It did, and they did.

Our approach

The work was end-to-end on each film: discovery, scripting and casting, vision board, concept art, storyboarding, production. The same process repeated twelve times, refined each round.

Key creative decisions:

• A single creative idea across the series. The "YOU" treatment puts the pharmacist or NHS user at the centre of every film, with LISTEN, ACT and IMPROVE as the recurring rhythm. It gives the twelve films a shared spine without making them feel templated.
• Concept art before production. Every film went through a frame-by-frame concept-art pass so Cegedim could approve the visual story before any animation work began. Fewer surprises, fewer revisions.
• A consistent illustration system. Same character style, same colour treatment, same iconography for software features across all twelve films. Watch any two and they read as siblings.
• Scripting written for the medium, not the brief. Cegedim provided the technical input; we wrote what a pharmacist would actually hear and understand on first view.

What it does for Cegedim

A single explainer became a campaign. The series is now a cornerstone of Cegedim's digital marketing for Pharmacy Manager and the broader NHS product set, which is the position the first film was hoping to earn. The brand has a consistent voice on screen across twelve product stories, so each new product launch has a film-shaped slot waiting for it.

Credits

• Client: Cegedim Healthcare Solutions
• Studio: Alchemy