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
    healthcare cybersecurity
    4 Helpful Tips on How to Protect Your Medical Practice Against Cyber Attacks
    October 24, 2021
    Health Check Diagnosis Medical Condition Analysis Concept
    6 Health Woes With Online Remedies
    January 19, 2022
    Eight Things Men Should Know About the Male Menopause
    Eight Things Men Should Know About the Male Menopause
    April 24, 2022
    Latest News
    Beyond Nutrition: Everyday Foods That Support Whole-Body Health
    June 15, 2025
    The Wide-Ranging Benefits of Magnesium Supplements
    June 11, 2025
    The Best Home Remedies for Migraines
    June 5, 2025
    The Hidden Impact Of Stress On Your Body’s Alignment And Balance
    May 22, 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
    How to Start an Adult Discussion on Medicare
    May 26, 2011
    Health Care Reform and Other Health Care Innovations – Regina Herzlinger Speaks From Harvard
    July 7, 2011
    IPAB: Fix It, Don’t Repeal It
    August 9, 2011
    Latest News
    Top HIPAA-Compliant Messaging Apps for Healthcare Teams
    June 25, 2025
    When Healthcare Ends, the Legal Process Begins: What Families Should Know About Probate and Medical Estates
    June 20, 2025
    Preventing Contamination In Healthcare Facilities Starts With Hygiene
    June 15, 2025
    Strengthening Healthcare Systems Through Clinical and Administrative Career Development
    June 13, 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
Last updated: April 17, 2012 8:46 am
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

Top 10 iPhone Apps that Doctors and Medical Students Can Rely On
Stressing Employee Sleep and How It Can Impact Your Practice, Hospital, and Overall Productivity
Consumers Prefer Marketing Collateral by Post to Email
UW Medicine’s Journey to Become an Accountable Care Organization
Reglan and Tardive Dyskinesia: Medical Malpractice or Guilt by Association?

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

women dental care
What Is a Smile Makeover and How Much Does It Cost?
Dental health
June 30, 2025
HIPAA-Compliant Messaging Apps
Top HIPAA-Compliant Messaging Apps for Healthcare Teams
Global Healthcare Policy & Law Technology
June 25, 2025
recovering from injury
Rebuilding After Injury: Path to Physical and Emotional Recovery
News
June 22, 2025
scientist using microscope
When Healthcare Ends, the Legal Process Begins: What Families Should Know About Probate and Medical Estates
Global Healthcare
June 18, 2025

You Might also Like

Cool Facts About Big Data in Healthcare

March 25, 2015

Story About UVA Essential Tremor Trial Airing on TV Stations Around the US

August 26, 2011
cleveland clinic
BusinessFinanceHealth ReformHospital AdministrationPolicy & LawSpecialties

Understanding the Drivers of the Patient Experience

October 1, 2013

Top Quotes of the Week

May 20, 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?