Medical & Healthcare Photography

How would you describe your approach to healthcare and medical photography?

From a marketing point of view, healthcare and medical photography is very much about conveying the story behind the brand. It’s about creating imagery that will set you apart from others in your field and showcase your unique point of difference.

Creating imagery that speaks directly to your market is key. If you work directly with the general public, for example dentists and doctors, creating imagery that is personal and puts a human face to what you do will convey trust. It will also make your patients feel at ease in a world that can often be overwhelming to them.

If your clients are fellow medical professionals, your aim should be to build confidence in your brand and establish yourself as a leader in your field. For this reason your approach will be more about highlighting your skills, facilities or the latest technology you may be using.

If you speak at conferences, have your own practice or simply need to refresh your social media content, taking the time to create a good set of professional portraits that can target each specific platform will forge a deeper connection to your potential audience. 

Can you describe your shooting process?

The preliminary stage of a photography shoot is usually spent scouting the location where the shoot will take place. I then look into designing a specific lighting setup for each scene, work out who will be required in each shot, then make decisions on styling and props. When everything is set to go, I usually like to start with the individual portraits while everyone is fresh. This can be done as an environmental portrait that’s usually set in a clinic or a surgery, or as a headshot that’s typically set against a plain back drop or background. I utilise both studio strobe flash and natural light. As each have their own characteristics, it basically comes down to the look we are going for and the technical constraints of the environment we will be working in.

Following on from the photography portraits, we would usually move into the set up shots. This can include anything from mock surgical scenarios to patient consultations. As the images we create will most likely be for marketing (as opposed to educational or scientific use), it’s usually better if we can avoid using real patients. Having spare staff members (for example) stand in as patients, especially in surgical situations, allows us to design the shot in terms of direction, lighting and camera angles. This is similar to how it’s done in film and television. Think of shows like Grey’s Anatomy, House or ER and compare them in terms of style and production value to the rawness of a medical documentary. The difference between recording reality and creating aspirational imagery is worlds apart.

 The remainder of the shoot is usually focused on facility and interior photography, or any medical equipment and gadgets that you feel tell the story behind what you do. These kinds of images can be very useful in terms of visual content for your website, brochures and social media feeds.

Note that it can also be beneficial to show a personal side to yourself in order to create a more human connection with your patients or colleagues. Be it you engaged in a quirky hobby or interest.

What areas of medical photography do you specialise in?

• Environmental Portraits for Doctors and Surgeons

• Patient Consultation

• Patient Care

• Staff Portraits

• Medical Procedures

• Surgical Photography

• Medical Equipment

• Interior Photography for Clinics & Hospitals

• Branding for Healthcare Companies

How can I arrange a photo shoot with you? 

Simply email me with a brief description of the type of practice you have and what you will be needing the images for. I’ll then provide you with a range of options. Popular locations I work in include Sydney, NSW Central Coast, Newcastle, Canberra, Brisbane and Melbourne.

What’s your turn around time?

Images from a half day shoot are usually ready in 3 business days. They are supplied as digital Jpeg files which can be viewed and downloaded online.