{"id":2908,"date":"2019-08-02T21:43:25","date_gmt":"2019-08-02T21:43:25","guid":{"rendered":"https:\/\/cohnmarketistg.wpengine.com\/?post_type=perspectives&#038;p=2908"},"modified":"2024-04-13T14:52:33","modified_gmt":"2024-04-13T20:52:33","slug":"how-to-treat-stock-photography-in-healthcare-marketing","status":"publish","type":"post","link":"https:\/\/cohnmarketing.com\/how-to-treat-stock-photography-in-healthcare-marketing\/","title":{"rendered":"How to treat stock photography in healthcare marketing"},"content":{"rendered":"<h2>Transforming universal images to reflect personal moments.<\/h2>\n<p>In the healthcare industry, the pendulum between patient and provider has swung far toward the <a href=\"https:\/\/cohnmarketing.com\/expertise\/consumer\/\">consumer experience<\/a>. New legislation and sweeping medical trends have driven patients to play an ever-increasing role in their health. As a result, the competition between healthcare brands depends on having <a href=\"https:\/\/cohnmarketing.com\/expertise\/capabilities\/marketing-media\/\">impactful marketing<\/a>.<\/p>\n<p>Here comes the hiccup.<em> Or should we say HIPAA.<\/em><\/p>\n<p>When it comes to privacy, there is no question that healthcare is one of the most regulated industries. Strict limitations on patient information drive many companies to repurpose generic stock images or completely forgo imagery. But stock photography doesn\u2019t have to be a dead-end. In fact, choosing the right photos can open an entirely new road to <a href=\"https:\/\/cohnmarketing.com\/why-is-digital-branding-important\/\">successful branding<\/a>\u2014and COHN is here to help.<\/p>\n<p>We\u2019ve outlined what to consider when choosing images for your brand that will inevitably influence the greater consumer experience.<\/p>\n<ul>\n<li><strong>Relevancy and credibility are key.<\/strong><\/li>\n<\/ul>\n<p>Each piece of content you create is a new door for customers to enter. Choosing images that are up-to-date, verified, and reflect your brand\u2019s voice, style, and mood opens a gateway for consumers to build trust and ongoing customer loyalty.<\/p>\n<ul>\n<li><strong>Select imagery that articulates the message.<\/strong><\/li>\n<\/ul>\n<p>If a picture really is worth a thousand words, what is your\u2019s saying? Avoid choosing photos that require too much additional context, otherwise, you fear losing consumers that don&#8217;t have the patience to try connecting with your content.<\/p>\n<ul>\n<li><strong>Authenticity wins every time.<\/strong><\/li>\n<\/ul>\n<p>While you should expect all stock photography to be staged, there is value in choosing the images that convey \u2018candid\u2019. Audiences will reflect the emotions of the subject so make sure people feel natural, not posed.<\/p>\n<ul>\n<li><strong>The sum is greater than the parts.<\/strong><\/li>\n<\/ul>\n<p>As humans, we look to visual patterns and themes for understanding. Your content is no different. Look for stock images that have consistency- whether that\u2019s color hues, shapes, or framing- these are all helpful in building a connective chain in the mind of the consumer that helps them recognize your business in the saturated market.<\/p>\n<p>If you\u2019re a healthcare company looking for a marketing partner, <a href=\"\/contact\/\">give COHN a call<\/a>. We\u2019re a full-service, hospital and <a href=\"https:\/\/cohnmarketing.com\/expertise\/healthcare\/\">healthcare marketing agency<\/a> that uses brand strategy to drive results for you and your team.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Transforming universal images to reflect personal moments. In the healthcare industry, the pendulum between patient&#8230;<\/p>\n","protected":false},"author":3,"featured_media":2909,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-2908","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insights"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Use Stock Photos in Healthcare Marketing - COHN Marketing<\/title>\n<meta name=\"description\" content=\"Healthcare marketing is a sensitive industry. Learn how to use stock photography when it supports your brand. The experts at COHN can show you how.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/cohnmarketing.com\/wp-json\/wp\/v2\/posts\/2908\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Use Stock Photos in Healthcare Marketing - COHN Marketing\" \/>\n<meta property=\"og:description\" content=\"Healthcare marketing is a sensitive industry. Learn how to use stock photography when it supports your brand. The experts at COHN can show you how.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/cohnmarketing.com\/how-to-treat-stock-photography-in-healthcare-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"COHN Marketing\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/cohnmarketing\" \/>\n<meta property=\"article:published_time\" content=\"2019-08-02T21:43:25+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-04-13T20:52:33+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/cohnmarketing.com\/wp-content\/uploads\/2019\/09\/action-adult-care-339620.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1440\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"cj\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@cohnmarketing\" \/>\n<meta name=\"twitter:site\" content=\"@cohnmarketing\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"cj\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/cohnmarketing.com\/how-to-treat-stock-photography-in-healthcare-marketing\/\",\"url\":\"https:\/\/cohnmarketing.com\/how-to-treat-stock-photography-in-healthcare-marketing\/\",\"name\":\"How to Use Stock Photos in Healthcare Marketing - COHN Marketing\",\"isPartOf\":{\"@id\":\"https:\/\/cohnmarketing.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/cohnmarketing.com\/how-to-treat-stock-photography-in-healthcare-marketing\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/cohnmarketing.com\/how-to-treat-stock-photography-in-healthcare-marketing\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/cohnmarketing.com\/wp-content\/uploads\/2019\/09\/action-adult-care-339620.jpg\",\"datePublished\":\"2019-08-02T21:43:25+00:00\",\"dateModified\":\"2024-04-13T20:52:33+00:00\",\"author\":{\"@id\":\"https:\/\/cohnmarketing.com\/#\/schema\/person\/6d5ba835d6d1baa9e1cd82582f36e376\"},\"description\":\"Healthcare marketing is a sensitive industry. 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