How to Show Off a Medical Practice with Photographs

As we work with our medical practice clients, we are often asked about what types of pictures they should take to include on their websites and social media profiles. In general, images should convey a sense of professionalism. Presenting the view from both the exterior and interior of your office will help patients know what to expect when they arrive. Beyond that, genuine photos that help convey a friendly, welcoming atmosphere will help draw people in.

When it comes to who should take the pictures, we recommend that you start by having a member of your team take the first round of pictures. To be clear, a professional photographer can often add significant value. But, given the fact that most of us own a high-quality digital camera that is built into our smartphones, in some cases, you can get a great start on your own. Then, if and when you do end up bringing in a pro, you will have a better idea of what kind of images you need, and where you need the most help in capturing those images.

Here is a list of photos that we recommend for use on your website and throughout your online presence:

• • Location Exterior

    • • Capture photos from each direction so that it will be easier for patients to recognize you as they approach.
    • • From the street with signage clearly visible
    • • Front door signage

• • Location Interior:

    • • Capture photos that show the atmosphere of your business from the perspective of the patient
    • • Waiting room/reception (to capture atmosphere)
    • • Exam/appt room(s)
    • • Hallway
    • • Specialty rooms (kids, OccMed, X-ray)

• • Staff: 

    • • Provider headshots

        • • Keep background consistent when possible – use a spot in your office that looks nice and does not change 

    • • Group staff photos

        • • Since issues may arise when one person in a group leaves, take various smaller groups also, such as your leadership team, all the providers, all people at one location, or whatever other categories make sense.

 

What about Pictures of Patients

Since images of patients is considered PHI, in order to use a patient in a photograph you must have their written permission. Often, you can have other staff members, friends, or family play the role of the patient in a photo shoot. But if you would like to use real patients, make sure you have them sign a release that authorizes you to use their image. Here are some images that you should consider, of patients in your practice and engaging with your team:

• • Front desk representative engaging with patient

• • Patient using computer POS check-in system

• • Patient filling out paperwork

• • Provider calling patient in from the lobby

• • Patient getting their vitals and weight taken

• • Provider speaking with child and parent(s)

• • Provider providing COVID test, Occmed physical exam, or other types of exams that are most important to you

Taking Great Photos

Now that you know what photos to take, let’s consider some tips to get the best quality possible.

For headshots, a simple tripod for still shots will help avoid blurriness. Using a white background and ring light will often help improve the quality. Regardless of the exact color of the background, using a consistent spot and angle for all headshots will create consistency. Finally, take at least 3-5 shots per person so you have some choices.

For outdoor photos, avoid overly bright or super dim times of day. Natural sunlight is generally preferable, but sometimes a cloudy but bright day will be best for certain shots. Take a variety of photos at different times of day, without people, vehicles, or other distractions when possible. Pay attention to reflections in windows.

For group photos, keep uniforms or style of dress consistent. Depending on how many staff members, consider having a row in front of seated people, with a standing row behind. Place the tallest people on the edges with shorter ones in the middle of the standing row. Include your brand or logo when possible, and as always, take lots of photos so you can use the best options.

Conclusion

Remember, photos can bring life to your website and draw potential patients in, giving them a sense of what to expect when they visit your office. You don’t need to be a professional photographer to get quality photos. By following our urgent care marketing tips, you can use the resources at your disposal to add value to your website and attract new patients. If you need additional support or advice on how best to use pictures as part of building up visibility online and attracting new patients, re