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August 28, 2018
How do you choose the right image for your next healthcare marketing campaign?
It’s a deceptively simple question with a multitude of answers. There’s no single way to portray healthcare; depending on the intention of the campaign, your healthcare photography might focus on state-of-the-art technology, an expert team of physicians or positive patient outcomes. Once you find your subject, you’ll need a photo that matches the emotion and benefits you’re trying to convey, and this image can be sourced from one of two places: healthcare stock photography or your own professional photography.
Before we dive into the pros and cons, we note that having a library of professional photography is generally preferable to stock photography – but we also recognize that it’s not always the most convenient option. Logistics, budget and location are some of the main speedbumps that get in the way of acquiring top-notch professional photos. That said, stock photos aren’t a cure-all for healthcare photography – there are very specific rules and regulations that come with using stock photography. To make sure you get the most return on investment on your healthcare photography, here are three points to consider before you “stock-up” on healthcare stock photography.
This may sound obvious, but the best stock photography is rarely ever free. While there are free stock photography services out there, they are rarely ever equipped with the same diverse, high-res photo selection that you can find using paid services. Getty Images and Shutterstock are popular stock photography services that provide access to an abundance of photography and video, in varying sizes and formats, for a monthly fee. Adding 150,000 new images to its library every day, Shutterstock offers a constant supply of fresh photography that spans an array of categories. Ideal for businesses large and small, Shutterstock pricing is broken out according to the type of user (individual or multiple) and the number of downloads per month. Home to the world’s largest visual archive, Getty Images offers the full spectrum of royalty-free images, videos and editorial content. This photo service organizes pricing in packages that vary according to size: A 10-pack of large images, 4K videos and HD videos is $425 per download, a 10-pack of medium images and SD videos is $300 per download and a 10-pack of small images and web videos will cost you $150 per download.
One of the main criticisms of stock photography is that it lacks individuality and unique appeal. This shouldn’t come as a surprise – the definition of “stock” literally means “of the common or ordinary type.” If you are designing an advertisement that focuses on a niche subject, like a specific form of technology, a specific hospital’s interior or a local doctor, you aren’t going to find that one-of-a-kind photo on a stock photo website. Stock photography is better used for collateral with a more generalized focus that conveys a high-level idea. The more specific your needs, the higher likelihood that you will need to invest in your own professional photography. With stock photography, you only have what is made available to you and this leaves very little room for customization. So, if you’re searching for that perfect angle or that one-in-a-million shot, taking your own photos is probably the better option.
What kind of photography should your healthcare brand use in its next marketing project? Well, as we just learned, the answer isn’t always simple. There are a wide range of elements to consider before deciding between stock photography and your own professional photography, including budget, type of media, design and the advertisement’s overarching theme. So, next time you need photography, revisit this list and ask, “Is it worth it to ‘stock up’ on stock photography?”
To learn how Orange Label can help your brand design marketing content for peak response, visit www.orangelabeladvertising.com/capabilities.
As Orange County’s longest-standing, privately held response marketing agency, we have witnessed dynamic shifts in the world of marketing. Through it all, we have ensured our clients stay at the forefront of communication and technology, driving response and value with every new endeavor.