Doctor through the lens – how does the doctor’s image influence his marketing?

The medical industry is growing faster and faster. New medical offices are created and doctors are looking for ways to reach potential patients also on the Internet. What impact does our image have on practice? Where to start marketing activities and how to do it legally?

Healtcare marketing and law

“The entity performing medical activity makes public information on the scope and types of health services provided. The content and form of this information must not have the characteristics of an advertisement. “ustawa z dnia 15 kwietnia 2011 r. o działalności leczniczej, art. 14. 

The quoted article sounds quite basic and some medics interested in promoting services on the Internet may get scared. What does this notation mean, however? According to the interpretations of lawyers, it is important that doctors do not use direct advertising of their services or their offices. According to the act, you cannot use adjectives to describe them, for example, as the best or the cheapest. You should also beware of:

• attempts to persuade recipients to use their services
• informing about the effectiveness, type of methods and duration of treatment, and promising results
• informing about the quality of the equipment used in the clinic
• providing information on service prices elsewhere than on the website

It is worth remembering that according to the Act, broadly understood health promotion is not prohibited, so you can run educational campaigns without risk, e.g. in the form of blogging, which will certainly help in the recognition of the website. This is how the road began, many of the currently known doctors working in social media, such as Mamaginekolog, Mama i stetoskop, Mama pediatra.

In conclusion, it is correct to inform patients about the dry facts about skills, training completed, courses, your specialization or type of work placement. Remember not to use adjectives in your description.

What is the most important thing for a patient when choosing a doctor? 

You know what to look for when promoting your service on the Internet to make it legally binding. And what does the patient pay attention to when choosing a specific doctor?

Referrals

Most patients, when looking for a specific visit to a specialist, will check or ask among their family friends whether they know a good cardiologist, dentist or gynecologist. Word of mouth, the so-called word of mouth marketing, has a large impact on the choice of a specialist.

Doctors reviews

Opinions are important. There are online platforms, such as znanylekarz.pl czy lekarzbezkolejki, which allow doctors to create professional profiles, and for patients to publish opinions assigned to individual doctors, descriptions of the course of the visit, quality of services or the way patients are treated. The profiles of doctors in these portals are linked to the appointment calendar and you can book an appointment and service directly there. It is a convenient form for patients, because the entire process of registering with a specialist – from finding the right doctor to the appointment – is in one place.

The professional image of the doctor

It is worthwhile, in the case of the patient’s willingness to increase trust on the Internet, to use their image skillfully. It’s not about adding a random photo, but rather a portrait presenting us in a specific favorable context. Such an image can have a large impact on the decision-making process of future patients. We are more likely to visit a doctor who inspires our trust and smiles at us. Therefore, it is important to invest in the right business session. The photo is our presentation and can present us as a human and specialist.

What is an professional image photo session of a doctor?

Image photography is a way to skillfully present yourself as a doctor. Its task is to present the profession and the person who performs it. Photos build a position on the market, trust and help in attracting new patients.

The term “halo effect” in psychology talks about automatically assigning positive or negative traits only on the basis of first impressions.

Business photography should bring out the features you want to emphasize in your communication with the patient. I believe that naturalness will determine the strength and effectiveness of your portraits. You will present yourself as you are in the photos.

Business photography in healtcare marketing – a profitable investment

According to the saying “fine feathers make fine birds”, an important step in the development of a doctor’s personal brand is a specialist busiesss photo session. This will help you create a positive image in the eyes of your potential patients and increase trust. Business photography will allow you to build your position as a specialist.

Additionally, it should be remembered that in medical marketing you cannot advertise yourself or your office as the best, most modern. You can’t convey everything using words, so it’s worth using an image. A potential patient, seeing your image, will consciously or subconsciously know that you care about a positive reception and that details are important to you. This influences your evaluation as a doctor. Following modern methods of reaching the client testifies to the willingness to learn in various fields and the ability to overcome barriers.

Remember that just by performing a session, you will not get such an effect, you have to skillfully use it (publication in marketing materials, social media, website). Thanks to this, the patient will be able to see them while looking for a specialist or waiting for an appointment. It is easier to establish contact with the patient and gain their trust. Additionally, through the photos you show what kind of doctor you are, cordial, smiling and experienced.

Where can / must these photos be used?

You can use business photos in various places.

Web Page

The primary application will be to use them on a website, where you can describe in detail your experience, completed studies, specializations, internships or additional courses. If you run a clinic or facility that offers more than one service, you can also take photos of other employees and the interior of the building. Thanks to this, the potential patient will be able to imagine the atmosphere there.

Social Media

The second channel in which more and more doctor profiles are currently appearing are social media such as Instagram, Facebook, LinkedIn and even YouTube. These channels are most often used to educate the patient by publishing guidance materials and health promotion. Often times, doctors show a doctor’s life from behind the scenes, with the highlights and shadows of this work. The photos posted on Facebook or Instagram are made in an amateurish way, especially. You can do it, it builds credibility and a bond with the recipient of your messages – the patient. Remember, however, that it is important that your profile picture looks professional, even if you don’t plan to publish your posts on a regular basis. For this purpose, it is worth using photos from the business session.

ZnanyLekarz.pl and other Portals for doctors

Another important aspect is placing your profile on portals for doctors. One of the most popular ones is https://www.znanylekarz.pl/ If you haven’t had any experience with this site, be sure to check how it works. You can set up an account in it and make an appointment for patients free of charge. Additionally, patients can write an opinion about you. This page is your business card, on which you can place the most important information, just like on a website. Adding the right photo will make you stand out from other profiles and build even more interest in your services.

Offline materials

You will also use the photos from the image session in your office. They will be useful especially when you run a larger facility, e.g. dental or gynecological one. You can present your team of medics in the form of leaflets, business cards or posting their photos at the door of the offices. The whole thing will be consistent and will allow you to make a positive first impression of the patient after entering the clinic or office. The patient will feel safer. He will feel in good hands.

Why is it worth doing a photo shoot doctor through the lens?

The session should definitely be done with a photographer who has experience in this field. Thanks to this, the photos will make an appropriate impression on potential patients, we will avoid a misguided investment and the resulting portraits will effectively support our marketing activities. The photos will be you, not the doctor whom the patient found on 4 other pages, because the photo came from photo databases.

As a photographer, I focus on showing your personality traits, you as a person. By ordering a doctor through lens session, you are investing in a proprietary method in which it brings out the “inside” of people. I will capture your confidence, without posing. I will take care of good lighting, together we will determine what you want to say about yourself with your portrait.

With many years of experience, I will guide you smoothly through this process.

Read doctors’ testimonials:

I highly recommend it! I am very pleased with the effect. Working on the photos took place in a very nice atmosphere and with full professionalism.

Elżbieta Nowak – Pediatrician

I sincerely recommend a session with Mr. Krzysztof – professionalism and the ability not only to take great photos but also to provide advice on online promotion.

Marcin Duda – Gynecologist

Full professionalism and remarkable commitment to work. The photo session took place in a calm, warm, empathetic atmosphere. Mr. Krzysztof is a very nice person, and at the same time a great specialist. He provides valuable advice and guidance. This makes you feel confident and at ease in front of his lens. The effect of the session was delightful: beautiful portraits that show emotions. I am grateful and cordially recommend!

Beata Rubanowicz – Surgeon, Ophthalmologist

Great, professional cooperation. I definitely recommend it

Anna Wiktorska – Cardiologist