Creating dynamic photographic images for print and interactive communications is a blend of science and art. For healthcare organizations it is even more challenging due to physician’s schedules, HIPPA regulations and sterile locations. At kor group, we spend many hours working with our healthcare clients to perfect this process and I thought I would share some of our best practices.

Planning

A critical part of the process is working closely with the client and choosing a great photographer, such as Michael Malyszko. You need to set up the correct expectations on both sides for a successful photoshoot. Because physicians are so tightly scheduled, we schedule all shoots at least a week in advance and set up lighting and background an hour beforehand if possible. When the physician arrives we are ready and waiting. 

It is very important to bring photo release forms for patients to sign so that the permission is granted beforehand and then there’s flexibility afterwards to use the photos whenever needed.

Scouting

Whenever possible we like to scout the locations for the shoots to determine lighting, backgrounds, space etc. In a medical setting space is scarce and needs to be approved in advance. Shots taken in the Emergency Room need to be cleared in advance, and 5 minutes before you arrive, due to the unexpected nature of the clinical setting.

Content research

We always try to learn as much about the story, physician or medical research before the shoot. This allows for more creativity and stronger focus in the photo. For example at BID-Needham we learned about a special surgical mask only used for orthopedic surgeries and a new device that is being patented by a BIDMC physician, Dr. Haffenreffer (below).

Wardrobe

Typically we advise all physicians to wear business attire and bring a lab coat. Sometimes, for surgery shots, scrubs are worn. Brightly colored patterns and ties are discouraged because they take attention away from the face.

Find art in all things

In a sterile hospital environment you may be surprised by the beauty we find, even in the most unexpected places.

Do whatever it takes.

Wear a bunny suit (aka surgical scrubs).

Be an extra set of hands.

Be in a model in the background or foreground.

Jump on the operating table if needed. (That’s my leg in the surgery shot above.)