Why authentic content matters
Will stock content and imagery allow you to effectively tell your story? There’s no replacement for the real thing.
Personal, authentic content helps you share your story through your marketing, and creates a deeper connection with your audience by humanizing your brand. Authenticity fosters a sense of trust between you and your patients, which is especially important in dentistry. The doctor-patient relationship is built on trust and connection, and authentic images can help set the stage in a split second.
One of the greatest benefits of authentic content is that it offers your audience a glimpse into what makes you and your practice unique. It builds credibility and provides your potential patients realistic expectations about you, your practice, and your team. Visual content is the cornerstone of any marketing campaign, especially on your website and social media platforms.
How to produce authentic content
Now that you know authentic content is crucial, let’s talk about how you can make it happen!
Option 1: Do-It-Yourself
If you’re in a pinch or if you don’t have a budget for a professional photographer yet, you can also take your own photos or videos with a smartphone and readily-available image editing software or apps. This is definitely better than nothing! If you want to get a little fancier, you can invest in a basic digital camera or an entry-level DSLR to get more resolution, lens, filtering, and zoom options, or other advanced features.
Option 2: Use Local Vendors
If you want to hire a local photographer, run a quick Google search of “[your market/city name] business photographer” or ask connections in your network for trusted referrals. You can also utilize websites and directories such as Yelp!, Thumbtack, or Craigslist.
Option 3: Find an Agency
Marketing agencies will have teams of photographers and videographers who can help you create a content plan, travel to your office, and produce the photos and videos you need to make your practice stand out. From practice overview videos and vignettes to professional headshots and office interiors, a trusted marketing agency will tell your story in a way that inspires people to connect.
Photography Tips & Best Practices
Taking on your own photos can be a fun and creative experience for you and your team. Wonderist has put together a few tips and best practices so your photos can feel studio-level.
- Clean! Make sure the waiting area, as well as the rest of the office, is immaculately clean. If it’s messy, the camera will catch it. Wipe down all surfaces, clear away clutter, and clean smudges on pictures, windows or glass doors.
- Keep It Light and Bright. Make sure the space you’re photographing is light and bright, letting in as much natural light as possible. Also, keep light sources in front of your subjects to avoid silhouettes.
- Follow the Rule of Thirds. When framing your photos, think of the camera frame as a tic-tac-toe grid (three across, three down). Position your subjects at the meeting points of those grid lines. See how things look in the lower left third of the photo instead of right in the center. You never know what you’ll like or what will really stand out.
- Use Landscape Orientation. Take plenty of photos horizontally in landscape orientation as well as vertically or in portrait. Landscape-oriented photos tend to be more versatile across various applications.
- Play with Subject Placement. When you are taking a horizontal photo with one or two subjects, pick a side! Having the subject(s) off to the left or right of the frame not only makes the photo more interesting, it also allows you to use the photo in more marketing efforts like mailers, website mastheads, etc.
- Create Depth in Photos. Have your subject slightly turn one shoulder toward the camera. This creates depth as well as a more flattering position for your subject.
- Create Interest with Interaction. Action shots are awesome! Show team members interacting with patients. For mock exams, make sure all safety guidelines are being followed! If you’re showing a patient something on a computer screen or monitor, make sure you have something displayed — x-rays, models, etc.
- Stabilize Your Camera. An inexpensive tripod will help to reduce blurriness or shakiness while you’re shooting photos and videos.
- Take More Than You Think You’ll Need. Take shots of anything and everything. Try different angles and different distances. Take multiple photos in different locations to give yourself options. You can always decide not to use an image, so why not capture your water pitcher as the light hits it from behind (hint, hint)?
- Save Files at the Highest Resolution. Be sure to save and send photo and video files at their highest resolution or full size. Your marketing team or developer can always crop or optimize your images as needed.
Must-Have Shot List
Make sure you get all the photos you’ll need to flesh out your website and make your social media channels stand out. And don’t forget to take more than you think you’ll need!
- Headshots
- Doctors
- Team Members
- Team Group Shot
- Exterior Front Office - Building, Sign, Door Signage
- Waiting Area - Whole Room, People in Area
- Front Desk - Patient with Team Member(s)
- Amenities - Play Area, TVs, Coffee Bar, etc.
- Operatory - Whole Room, Patient with Team/Doctors, Mock Exam
- Other Office Areas - Consultation Room, Finance Office, Patio, etc.
- Technology - X-rays, iTero Scanner, Ceric Mill, Cone Beam, etc.
- Detail Shots - Paintings, Dental Models, Personal items, Plants, etc.
Day of Photoshoot Checklist
It will be helpful if the day of the shoot is well-planned. Let your team and patients know what to expect, what to wear, how long you’ll need them to participate, and anything they should bring to the shoot. Here’s a quick checklist to prepare for the day:
- Clean Office. Wipe off any smudges from surfaces, clear off any clutter from countertops, and tidy up every room so your office is camera-ready.
- Staff Attire. Wear whatever you normally wear at the office. If your team normally wears scrubs, make sure they are all matching on the day of the shoot.
- “Patient” Attire. Ask your team to pack one “casual” alternate outfit (jeans and a shirt) in case someone needs to act as a patient. If possible, ask family and friends to stand in and model as patients on the day of the shoot.
- Simple, Brandless Attire. Avoid wearing any patterns or colors that are too bright. Blues, blacks, and purples show up well on camera; neon yellow, bright green, etc. do not. Steer clear of wearing clothing items that feature any logos that are not part of the practice’s branding.
- Makeup and Hair. All subjects being photographed should show up camera-ready. However, please ask them to bring anything they need for the day (e.g. makeup, brushes, hair care products, etc.).
- Release Forms. For all non-staff subjects being photographed, ensure you have their permission to use their likeness. Type up and print out release forms for the day of the shoot, and have everyone sign them.
Download and print Wonderist’s Photo Checklist for a fun and seamless day of shooting:
Written by Wonderist Agency. For further details and to learn more head on over to their website and check them out: http://wonderistagency.com
