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.
Anna Wiktorska – Cardiologist
Marcin Duda – Gynecologist
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.
Dr Marek Szczyt – Plastic Surgeon
Dr Marek Szczyt – Plastic Surgeon
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.
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
Testimonials
I had the pleasure of using Krzysztof Zaleski's services - a business portrait and I am absolutely delighted with the results. Krzysztof is a true magician behind the lens - I have never looked so good in a photo! His professionalism, attention to detail and ability to create a relaxed atmosphere during the session are invaluable. If you are looking for a photographer who can capture the best of you, I highly recommend Krzysztof. Thank you for a great experience!
Krystian LeweckiHead Of Legal Affairs
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 RubanowiczOphthalmologist
I definitely recommend Krzysztof Zaleski - for years, at various stages of my career, when I need professional photos, and not only business ones, I have been using his services. Krzysztof is a professional in the full sense of the word, with a perfect understanding of business needs and goals, who is also characterized by flexibility and speed in actions. I recommend it to all those who are looking for something more in their photos.
Michał ŚwiderskiMarketing Manager, Management Advisor
An excellent Professional is focused on working with people and not merely on the technical side of photography. Thanks to this, the quality and credibility of the photos is high. Krzysztof is able to bring out the character of a person and emphasize his or her best features. Great pleasure to work with such a Professional. Thank you.
Palina RomaniszynGeneral Manager at STADA Group
I heartily recommend Krzysztof Zaleski. I have worked with many photographers, but Krzysztof Zaleski has one unique feature - he works until he gets a WOW effect for the client. I sincerely recommend!
Sergiusz TrzeciakExpert in political marketing, public image shaping and personal branding
Working with Krzysztof is fantastic - stress-free and relaxed, but at the same time very professional. Even before the session, we received detailed tips: what clothes to take, what patterns or colors to avoid - it was very helpful. During the photoshoot, Krzysiek gave specific advice, but at the same time, there was room for our own inventiveness and time to fool around. Through numerous conversations and detailed questions, we managed to determine the nature and atmosphere of the photos. Krzysiek is a very considerate and cultural man. I recommend him to anyone who does not stand in front of the camera on an everyday basis and wants to have professional and cool, but not necessarily obvious photos.
Aneta StawickaCommunication and Education Manager Rekopol SA
Photographing myself is, to put it mildly, not my favorite pastime. The photo session with Krzysztof was comfortable and quick. In addition, the effect is good in my opinion. Professional approach to the client. I highly recommend to everyone.
Andrzej KotfisAndrzej Kotfis SME/SOHO Sales Director Orange Polska
Photographer, Krzysztof Zaleski, was recommended to me by my friend some time ago. I am really glad that I finally managed to use his services - Krzysiek made several business portraits for me, which I am very happy with. The photoshoot went really smoothly, in a pleasant atmosphere and with full professionalism. I am glad that I had the opportunity to work with a man full of passion, and at the same time extremely warm and accessible. I recommend him to everyone, because the image is something important, and Krzysztof knows how to get the best out of the photographed person.
Beatrice BouchetPresident of the Management Board B&B Hotels Poland.
I asked Krzysztof for a couple of business photos. Working with him during the shooting was a distinct pleasure. Krzysztof was very friendly and welcoming — we immediately connected. Krzysztof has shown a rare devotion to detail and a relentless pursuit of the best possible results. Krzysztof delivered the final photos promptly and they were of outstanding quality, both from technical and communication point of view. I highly recommend Krzysztof for any business photo job.
Marek KowalczykMANDARINE Project Partners
Mr. Krzysztof Zaleski has run several business-related photo sessions for MGW Corporate Consulting Group Sp. z o.o.Each time a session was carried out in a professional manner and with commitment. Thanks to his interpersonal skills, Mr. Krzysztof is able to build up a kind and friendly atmosphere and photographs the way it highlights the photographed person's character. Additionally, we value good communication with Mr. Krzysztof, both via phone and e-mail, which positively influences our cooperation. With pleasure, we recommend Mr. Krzysztof Zaleski as a reliable, competent and passionate photographer.
Małgorzata JanicSales Support Specialist at MGW Corporate Consulting Group Sp. z o.o.
If you are looking for someone who will not only take beautiful pictures of you but also will take care of every detail during the session, I recommend Krzysztof.A sense of style and positive atmosphere during the session guaranteed.
Weronika JelińskaLegal counsel
I strongly recommend Krzysztof Zaleski's services. I value his professionalism, flexibility and endless kindness. From the first contact and stage of working on details, we could count on perfect communication, openness to our needs and understanding. As the result, we' d managed to have a photo session for 20 people run smoothly. What distinguish Krzysztof is his great empathy and understanding of both the business aims and a fantastic approach to photographing people. The same relates to a selection of photos and post production, in which Krzysztof puts lots of effort. We're greatly impressed by the professional service, taken photos as well as Krzysztof's attitude towards the session and customers. Thank you, we certainly recommend!
Katarzyna GorczyńskaPR Manager at Plej Advertising Agancy
Meeting with a photographer who likes himself, people and what he does often brings results that significantly exceed the customer's initial expectations.This was my case, for which I am really thankful.
Tomasz ChodkowskiPresident in Grenevo Polska Sp. z o.o.
We've worked with Krzysztof at many business sessions, both for individual clients and company teams. Together, we implement the project of “Lawyer through the lens.” I was also pleased to stand in front of his camera myself. What happens during these sessions is difficult to describe. You just have to experience it! Let’s be specific. It’s the atmosphere. As well as patience and individual approach. Everyone is just as important, the most important at the time. Each portrait helps build a business image. To anyone.I am glad that I met on my way a person, photographer, who knows that a good portrait is our asset and shares this knowledge with others. No just in business. It also helps in self-awareness that what we do is important and how we communicate is important; that in the modern times of the Internet and marketing 2.0. people around us will get to know us on the net and that we can influence how they will perceive us during this first contact. It also helps to smile at the thought that this lady in the picture is pretty cool! He is also surrounded by professionals who care about how we look and feel in the picture. I am thankful for that and recommend Krzysztof to everyone who sees measurable value in quality and appreciates professionalism. To anyone who wants to enter a higher level. See you at the next session!
Monika MurackaDevelopment Manager, Marketing for Lawyers
The need to build a professional image appears at different stages of career. In the past, the only formal image necessary to take care of was a passport photo – nowadays for more and more people it isn’t enough. For several years I had photos taken by magazine and news paper photographers who publicated them as illustration to my articles.Usually, these half-hour or hour sessions were guick but professional. However, I was lucky enough to meet Krzysztof Zaleski on my career path – a passionate photographer. According to Krzysztof the portrait of a professional should reflect personality, interests and life mission of the photographed. Such final effect demands time for conversation and collecting necessary information about the person - Krzysztof was very engaged in this task. After a long conversation he prepared several conceptions in cooperation with graphic designer. Having discussed and chosen one of the options, Krzysztof started making it real. It wasn’t easy though – I would probably give up encountering such odds, but not Krzysztof, he succeeded. The session took place and finished according to arranged schedule. I highly recommend cooperation with Krzysztof – it was a real pleasure and a fascinating adventure.
Grzegorz TurniakOwner of Akademia Rekomendacji
I had the pleasure to cooperate with Krzysztof Zaleski in an advertising project which involved major clients of my company. The project itself was a very difficult issue because individuals participating in the session needed to be treated with particular sensitivity and at the same time the desired effects had to be achieved – session circumstances demanded full adaptation to the working conditions in the printing (the production was in full swing). Krzysztof successfully completed the task creating a pleasant atmosphere, which allowed to save the stress of my clients as well as their precious time. Professionalism, as shown by Krzysztof, resulted in a series of perfect photos that decorated both the covers of professional magazines and the stand of Agfa Graphics company during the fairs „Poligrafia 2007” in Poznań. I highly recommend cooperation with Krzysztof Zaleski!
