In the crowded pharmaceuticals and medical devices industries, companies marketing to healthcare providers (HCPs) and patients find it increasingly challenging to stand out from the competition. To distinguish themselves from competitors, smart companies look for new and effective ways to engage with their audience, drive value and promote better treatment outcomes.

This paper will explore the importance of brand continuity in creating strong brand awareness, trust, and engagement, how consistent visual anatomy content – specifically critically-important anatomical perspective – supports brand continuity, and its importance in promoting successful patient outcomes. The paper will also discuss the need for clear, medically accurate anatomy content depicting abnormal anatomy of diseases, injuries and other medical conditions.