What hospital ads can teach experts about visual storytelling
In my neighborhood, there are a variety of medical offices scattered throughout the streets and avenues.
In most cases, they leverage sterile, stock photography as part of the signage on their buildings.
The impression? It feels disingenuous and cheap.
The other day, I walked past a Mount Sinai hospital clinic and was pleasantly surprised.
Instead of a flatly lit photo and a “doctor” holding medical instruments while smiling like a con artist, these images told a much different story.
As you can see from the photos, Mount Sinai leveraged candid images that convey genuine emotion and activity. There's a noticeable difference in the body language and expressions. These photos visually punctuated the sentiment of the copy found on the images.
The genuine and emotional depth in these candid shots provide a more relatable and engaging story. They speak to the human aspect of medical care, rather than presenting it through a transactional, “you’re broke, we’ll fix it” type lens.
This approach not only enhances the credibility of the institution but also fosters trust and connection with their patient community.
Take a page out of Mount Sinai’s book and apply these principles to the photos you use in your visual storytelling.
Use candid images that capture genuine emotions and activities. Your audience will appreciate their genuine nature and that will motivate them to learn more about how you can help solve their problem.
When you incorporate real, candid photos into your visual storytelling, you create a more compelling narrative.
This not only enhances the engagement and trust of your audience, but also sets you apart from other experts in your space, because you’re presenting your unique self to them.
If you’re looking to refresh your visual storytelling strategy, consider how candid, genuine images can make a significant impact.