By using this site, you agree to the Privacy Policy and Terms of Use.
Accept
Health Works CollectiveHealth Works CollectiveHealth Works Collective
  • Health
    • Mental Health
    Health
    Healthcare organizations are operating on slimmer profit margins than ever. One report in August showed that they are even lower than the beginning of the…
    Show More
    Top News
    HIPPA compliance
    How Medical Office Staff Can Make Your Practice HIPAA Compliant
    October 29, 2021
    Everything you need to know about hyaluronic acid treatment
    Everything you need to know about hyaluronic acid treatment
    February 10, 2022
    Which Mushroom Capsules Are Good for Your Health?
    May 5, 2022
    Latest News
    Why Custom Telemedicine Apps Outperform Off‑the‑Shelf Solutions
    July 20, 2025
    How Probate Planning Shapes the Future of Your Estate and Family Care
    July 17, 2025
    Beyond Nutrition: Everyday Foods That Support Whole-Body Health
    June 15, 2025
    The Wide-Ranging Benefits of Magnesium Supplements
    June 11, 2025
  • Policy and Law
    • Global Healthcare
    • Medical Ethics
    Policy and Law
    Get the latest updates about Insurance policies and Laws in the Healthcare industry for different geographical locations.
    Show More
    Top News
    Image
    Healthcare Pricing Transparency Gains Momentum
    June 24, 2013
    non-clinical care factors in health outcomes
    Addressing Non-Clinical Care Factors in Health Outcomes
    November 15, 2013
    e interventions
    Healthcare Progress Depends On “E Interventions”
    July 10, 2014
    Latest News
    How IT and Marketing Teams Can Collaborate to Protect Patient Trust
    July 17, 2025
    How Health Choices and Legal Actions Intersect After an Injury
    July 17, 2025
    How communities and healthcare providers can address slip and fall injuries with legal awareness
    July 17, 2025
    Let Your Lawyer Handle the Work Before You Pay Medical Costs
    July 6, 2025
  • Medical Innovations
  • News
  • Wellness
  • Tech
Search
© 2023 HealthWorks Collective. All Rights Reserved.
Reading: Medical Practice Branding and Website Imagery
Share
Notification Show More
Font ResizerAa
Health Works CollectiveHealth Works Collective
Font ResizerAa
Search
Follow US
  • About
  • Contact
  • Privacy
© 2023 HealthWorks Collective. All Rights Reserved.
Health Works Collective > Business > Medical Practice Branding and Website Imagery
Business

Medical Practice Branding and Website Imagery

bradshorr
bradshorr
Share
5 Min Read
Physician with Child
SHARE

The Importance of Images in Internet Marketing 

A strong online brand offers a medical practice short-term and long-term value. If people are interested in making an appointment when they first visit a practice’s site, a strong brand will persuade them to take the next step. On the other hand, if people come to the site well in advance of needing medical assistance, they are apt to remember a strong brand when the time comes … but forget all about a vague one.   

The Importance of Images in Internet Marketing 

A strong online brand offers a medical practice short-term and long-term value. If people are interested in making an appointment when they first visit a practice’s site, a strong brand will persuade them to take the next step. On the other hand, if people come to the site well in advance of needing medical assistance, they are apt to remember a strong brand when the time comes … but forget all about a vague one.   

More Read

Next Generation Not Prepared for Retirement Either
Hospital in Japan Struggling To Care for Patients
Listen Here! Should We Bribe People to be Healthy? The Philosophical Argument – a Brilliant Debate
Eagerly Awaiting the Death of Defensive Medicine
Joint Commission Report Leadership Safety Failures: How to Increase Safety at Your Healthcare Facility Today

Many elements go into creating an online brand, but this post will focus on an extremely important one – website imagery. For Internet marketing, imagery is decisive, since most visitors decide whether to stay on a Web page or click off within a matter of seconds. An image that conveys an important message, one that the visitor can identify with immediately, can make the difference between a new patient and lost opportunity. 

Conveying the Right Mood 

When selecting imagery for a medical site, the first step is to decide what attributes of the practice are most important to convey, the factors that most play into a person’s decision to become or remain a patient: 

  • Comfortable waiting and examination rooms
  • Competence
  • Cutting edge technology
  • Friendly, welcoming staff
  • Innovative techniques
  • Pricing/affordability of services
  • Results (emphasis on before-and-after experiences)
  • Warmth; bedside manner 

While it’s likely that more than one of these attributes may have importance to a particular practice, brand confusion results from mixing opposite types of imagery. Consider these two images: 

Physician with Child

Physician Reviewing an X-ray.

Both images convey certain emotions and ideas – but not ones that are particularly consistent.  A site visitor looking for a warm and caring experience will be attracted to the first image. A site visitor looking for competent treatment of a challenging condition will be attracted to the second. 

The branding challenge in all this is to convey characteristics of the practice that are important, and yet not appeal so broadly as to wind up trying to be “all things to all people” and saying nothing. 

Suggestions for Branding-Consistent Imagery 

Repeating themes is desirable. Resist the temptation to make every image an attempt to convey something new about the practice. Instead, determine the most important ideas to convey and weave them into imagery site-wide, to the greatest extent common sense allows. 

Imagery must be authentic. Whether stock photography or on-location images are used, photos should accurately represent how patients will experience the practice. If people find inconsistencies, a practice invites negative word-of-mouth conversation and online reviews, both of which can be extremely damaging and undo virtually any amount of marketing activity. 

Use captions.  Since site visitors are more likely to view images than read text, position key branding messages as image captions, where they stand a much better chance of being read and remembered.  

Position images where they have the greatest impact. The most effective and noticeable places to position images are in a Web page’s header or at the top right, where the eye is quickly and naturally drawn. Images scattered around other areas of a page may interfere with the flow of messaging or not be seen at all. 

Use high quality custom photography. Displaying on-location photos of a practice is highly effective, but must be executed to perfection. Fairly or unfairly, amateurish images will undermine a visitor’s confidence in a practice. For this reason, it is wise to hire a professional photographer and make the best possible impression. 


TAGGED:brandingmarketing
Share This Article
Facebook Copy Link Print
Share

Stay Connected

1.5kFollowersLike
4.5kFollowersFollow
2.8kFollowersPin
136kSubscribersSubscribe

Latest News

botox certification
Help Improve People’s Skin Health Via Botox Certification
Skin Specialties
July 22, 2025
Telemedicine Apps
Why Custom Telemedicine Apps Outperform Off‑the‑Shelf Solutions
Health
July 20, 2025
Grounded Healing: A Natural Ally for Sustainable Healthcare Systems
How IT and Marketing Teams Can Collaborate to Protect Patient Trust
Global Healthcare Policy & Law
July 17, 2025
paramedics in surgical gloves and masks
How Health Choices and Legal Actions Intersect After an Injury
Health care
July 16, 2025

You Might also Like

Memorial Sloan-Kettering Says No to Cancer Drug Zaltrap for Colorectal Cancer-Avastin Works Just As Well and the Cost is Half

October 16, 2012

Disney Closes Fat Fighting Exhibit – Hurts Children’s Self-Esteem

March 3, 2012
Global healthcare market
BusinessDiagnosticseHealthFinanceGlobal HealthcareHealth ReformHospital AdministrationMedical DevicesMedical InnovationsMedical RecordsPolicy & LawPublic HealthTechnology

Staying Competitive – Financing Medical Equipment and Technology in the Global Healthcare Market

May 20, 2014

Medtech Startups, November 2011

December 2, 2011
Subscribe
Subscribe to our newsletter to get our newest articles instantly!
Follow US
© 2008-2025 HealthWorks Collective. All Rights Reserved.
  • About
  • Contact
  • Privacy
Welcome Back!

Sign in to your account

Username or Email Address
Password

Lost your password?