{"id":1498,"date":"2018-08-06T16:13:11","date_gmt":"2018-08-06T16:13:11","guid":{"rendered":"http:\/\/cohnmarketistg.wpengine.com\/?post_type=perspectives&p=1498"},"modified":"2024-02-23T01:59:22","modified_gmt":"2024-02-23T08:59:22","slug":"images-hazardous-health-marketing","status":"publish","type":"post","link":"https:\/\/cohnmarketing.com\/images-hazardous-health-marketing\/","title":{"rendered":"WARNING: Graphic clinical images may harm your healthcare marketing"},"content":{"rendered":"

Managing Visual Healthcare Marketing<\/h2>\n

Here\u2019s a free tip, courtesy of your helpful friends at COHN: Don\u2019t walk the floor at a medical trade show right before lunch. Graphic, bloody, globular, irritated, pus-infected imagery just might accidentally spoil your appetite. (Don\u2019t say we didn\u2019t warn you!)<\/p>\n

Then again, doctors and nurses are used to seeing these images, which begs the question:<\/p>\n

Should your healthcare marketing include real-life, clinical photography?<\/strong><\/em><\/p>\n

I interviewed Chris Thomas<\/a><\/strong>, one of our creative directors, about graphic (and gross!) photography in healthcare marketing. Are graphic clinical images hazardous to your healthcare marketing<\/a>?<\/p>\n

Dr. Thomas gives his diagnosis in an interesting interview below.<\/p>\n

\n

Why do so many medical companies include those revolting clinical images in their marketing collateral?<\/strong><\/em><\/p>\n

Well, you have to understand that those doctors see that stuff every day, so for them, it\u2019s not a big deal. For you and me, it\u2019s gross, but for the doctors, it\u2019s actually how they assess a need or treatment option. When the marketing strategy<\/a> is coming from a doctor\u2019s standpoint, like a B2B sell into a hospital or doctors, that audience would probably expect or want to see that imagery.<\/p>\n

So, that type of approach actually works?<\/strong><\/em><\/p>\n

It just depends on your audience and marketing. I obviously wouldn\u2019t advocate putting that type of photography on a 10×10 banner. But if it\u2019s in a sales tool or VAC pack or clinical evidence pack, then, of course, you need to include it because they want to see it.<\/p>\n

Does the approach change when you\u2019re marketing to the consumer?<\/strong><\/em><\/p>\n

Yes. It\u2019s very different from consumer to B2B<\/a>. The only time I\u2019d ever use one of those graphic, clinical images in a consumer piece is when it\u2019s a shock or scare tactic, for instance, an anti-meth campaign. Otherwise, we never go to the negative. It turns people off and doesn\u2019t work.<\/p>\n

What I\u2019m hearing you say: warm and fuzzy with the consumer, cold and scuzzy with doctors. Does that just about sum it up?<\/strong><\/em><\/p>\n

No\u2014it does not! What I\u2019m saying is that sometimes the opportunity and audience requires you to show the actual clinical outcome. It\u2019s a proof point, like citing a study or report, but it\u2019s visual and meaningful to certain audiences. Having said that, a physician is still a human being, too, and still wants his or her patient to get back to their life. So, the warm and fuzzy lifestyle images can also work with doctors, too.<\/p>\n

What type of warm and fuzzy images would work with doctors?<\/strong><\/em><\/p>\n

We\u2019re storytellers<\/a>, so you have all the clinical information\u2014which could include graphic images\u2014but you also have the positive outcomes of medicine. So, rather than say, \u201cWe averted pulmonary embolism,\u201d we try to instead say, \u201cWe helped Norman get healthy enough to fly and see his niece in Virginia.\u201d That\u2019s just our philosophy here at COHN. We\u2019re trying to show you we can help you with a positive outcome. We try to focus on the positive, which is usually a healthy person because we\u2019re trying to get you to actually feel that beneficial, healthful positivity in our marketing.<\/p>\n

Anything else our readers should know about medical marketing?<\/strong><\/em><\/p>\n

Of course! We\u2019ve been winning in the healthcare space for a long time, so I want you to tell readers that they should give us a call<\/a><\/strong>. We\u2019ll find the right balance in photography, brand, and marketing strategies to get your medical products traction with doctors and hospitals.<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Managing Visual Healthcare Marketing Here\u2019s a free tip, courtesy of your helpful friends at COHN:…<\/p>\n","protected":false},"author":3,"featured_media":1499,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[36,37],"class_list":["post-1498","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insights","tag-healthcare","tag-healthcare-marketing"],"yoast_head":"\nGraphic Images Can Hurt Healthcare Marketing - COHN Marketing<\/title>\n<meta name=\"description\" content=\"Are graphic clinical images hurting your marketing? 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