Photography

It is very important to carefully consider the messages that photographs convey. Therefore, we strongly advice to use the pictures offered by Marcom HQ in all communication tools.

If you cannot find what you need in our picture library, new photography used in your communication tools must convey people and the engaged interaction between them (patients, hospital staff and others).

The following guidelines and techniques should be applied—preferably using the skill and talent of a professional photographer or a staff member with professional-level photographic skills.

• Create images that are fresh, clear, interactive, warm, spontaneous and unposed.
• Keep in mind that one large, dynamic, engaging photo will often be more effective than a number of smaller, less-engaging images.

Customer photography, used for customer stories or press releases, consists of two types of photography: generic shots of the users or interviewees in everyday tasks and generic shots that are specific to the location.

Generic shots of the users or interviewees in everyday tasks, but highlighting the environment in which they work without focusing on specific equipment. The images should express the humanity of the people, show them in a warm positive light, convey a sense of movement – i.e. no static ‘corporate’ head-and-shoulders shots, and include them in their regular environment. Images should not feature identifiable patients or patient data.

The second photographic requirement is to have a few generic shots that are specific to the location, for example an entrance way or reception area, maybe with the user in situ.

Consideration should be given to the nature of the environment. Example: if the specialty is Children, images that convey the upbeat nature of the environment rather than the more traditional ‘sterile’ hospital environment would be preferable. If the focus is on women, the environmental shots should, where possible, reflect the specialist nature of the service being provided.