Top 3 reasons why quality professional photographs are vital for medical marketing & the health care industry
Some users skim your website instead of reading it. This means that they will examine your photo long before their eyes make their way to your credentials. In fact, if you have a poor quality headshot, there’s a good chance they won’t read anything about you at all. You want to give the user every reason to slow down and absorb your information.
Judging a book by its cover. Fair or not, people DO judge a book by its cover. Your potential patients will see your headshot as a projection of your quality of care. Therefore, you don’t want a headshot that is poor quality or one that makes you look tired or disheveled.
Regardless of the business you are in, a blurry, low-quality or poorly cropped photo can convey sloppiness and a lack of attention to detail. I realize that there’s absolutely no relationship between practicing medicine and having a good headshot, but many viewers equate a bad headshot to poor service, e.g. “if this doctor doesn’t care what their headshot looks like (that many potential patients view every day), what else do they not care about?” A quality headshot makes a physician more personable. Patients want to relate to their doctors, which in turn fosters a sense of trust. People often look to feel a connection with each person they work with, to understand how they stacked up against other doctors, so they can turn to their pictures, rankings, and reviews. If we don’t have the right first impression that allows us to build trust and confidence immediately, we move on and find someone who possesses the qualities we’re seeking and with whom we believe we can form that trusting relationship and bond.
Headshots reinforce your brand . A casual shot outside with your family conveys a different message than one inside with a white coat or scrubs. Headshots are an important part of your brand and you want to be sure that these messages complement each other.
How to create a quality headshot
I can help you put your best foot forward when you’re in front of the lens by following a few tips:
Do think about the message each surgeon is sending in his or her photo. Does the photo make the surgeon appear warm, friendly, and welcoming? Or does it make him or her feel stiff, cold, and unapproachable? Consciously or unconsciously, patients will take note and respond accordingly if a surgeon doesn’t appear relaxed, natural, authentic, confident, and therefore trustworthy, so make sure to get this right.
Unless you’re wearing your physician white coat, I suggest steering away from white. It’s also important to realize that some may be intimidated by a white coat. If you decide to wear something colorful, we suggest jewel tones like blues and greens. Be sure to avoid bright and busy patterns.
Make sure your picture is up-to-date! Don’t use an older picture from decades ago. We all (patients included) can tell when a photo looks like it was taken 10 or more years ago. In medicine, we all want doctors to be up-to-date on medical care, research, practices, and the like. A dated look can bring this ideal into question.
Unless you have a professional photography background, you should consider letting a professional take your photograph. Pictures that are low resolution don’t render well on websites. Don’t allow wedding photos or other personal photos to sneak into the mix for the lead image, it looks lazy. Sure include additional photos in a detailed bio but in a list next to other names and profile photos, stick to classic professional shots.
If you have multiple doctors in an office, don’t mix different backgrounds or styles of photos. All should have a consistent background, with the same lighting and be the same size (dont mix horizontal and vertical crop images together so each persons is different). It may take a bit of time and effort to gain consistency, but it will be well worth it.
I’d be glad to provide a stellar headshot that captures who you are. I understand the importance of putting your best face forward because your image will form the first impression potential patients have of your practice.
Schedule your consultation to learn more.