If your photos could talk, what would they say? How to choose images that tell your clinic’s story

A photo can set the tone for your whole brand, or quietly work against it.

In this episode, Denzil reflects on a recent conversation with her colleague ⁠Bianca⁠ about the power of photos in clinic marketing. She shares lessons she’s learned over the years about how to ensure your photos are working for your story, not against it. You’ll hear her touch on:

• Keeping your photo gallery alive: why clinic photos should be a living, evolving practice (not a one-and-done project)
• Using ordinary objects as storytellers: how a plant, desk, or waiting room chair can feel just as powerful as photos of people
• Creating authentic clinic imagery: simple tips to make photos feel real and welcoming, not stiff or staged

For anyone choosing photos for a clinic website, building a brand, or simply curious about how visual storytelling works, this episode offers thoughtful insights into the subtle details that make images truly connect.

Got your own tips or examples? Send them to [e-mail]. Denzil would love to hear them.

Episode Transcript

Speaker 1 (00:04):
Oh, hi, there it's Denzil Back again with some more
thoughts.
Before I worked in marketing, Iwas an academic studying the
history and philosophy ofscience.
Back then I was fascinated byhow tiny details in a photograph
could completely change thestory.
You saw, that stuck with me andthese days it sneaks back in

(00:25):
when I'm looking at the imageswe use in our marketing.
There's this one image inparticular that I was reminded
of in a recent conversation withmy colleague, bianca, when she
joined me on Radio Front Desk.
We were building a landing pageand we picked a photo of a
practitioner connecting with apatient.
Except when I looked at it, Ijust couldn't stop staring at

(00:46):
what the practitioner waswearing.
She looked like she worked at abank.
Instead of warmth and care, thephoto made me think of someone
interviewing for a loan.
What's so interesting aboutthis photo with a formerly
dressed practitioner is thatthey really did work in a clinic
and she was wearing what sheactually wore to work that day.

(01:07):
That moment stuck with mebecause it showed how photos
don't always tell the story wethink they're telling.
Without the context of reallife, the smallest details like
clothes, lighting and backgroundcan completely reshape the
message.
So over the years I've learneda few rules of thumb that help
keep photos working for thestory, not against it.

(01:27):
First, keep your photo galleryalive.
To me, a collection of photosis never really finished.
You can't just say, okay, we'vegot our shots, we're done,
because when you zoom into theselittle moments, like that too
formal outfit on the landingpage, what was true in real life
doesn't always translate intostorytelling.

(01:48):
So I think photography has tobe a living and constantly
evolving thing.
You learn and plan better nexttime.
You adjust your photography forthe story you want to tell.
You try new things and you payattention not just to the
subject but to all the thingsthat you might have missed last
time the colors of yoursurroundings, the light, the

(02:11):
clothes, all the small detailsthat make up the feeling.
Second, remember that objectssometimes are just as powerful
as faces.
One of my favorite examples ofphotos that work is the photos
we've used on the cover of ourmagazine.
I love these photographs.
They're just pictures ofinanimate objects desks,

(02:34):
furniture, maybe some technologyor a plant.
No people, no action, but eachone still tells a story.
If you've ever been in a clinic, you look at those photos and
think I've been there and, fromthe patient side, I personally
think to myself I'd like to bookan appointment there.

(02:55):
It's proof that even ordinaryobjects can communicate they
whisper a story before anyonesays a word and finally create
your own imagery.
Bianca and I also talked aboutuser-generated content, or UGC
as it's often known.
People love the unfiltered andreal feeling of it.

(03:16):
I've tried it myself and,honestly, portraying the idea of
authenticity in your recordingis way harder than it looks.
But there are a few things I'vetried that actually seem to
help, like keeping it simple.
Props are tricky and for meit's way easier to just talk
straight into the camera.
I also like to prep ahead oftime Even a few bullet points

(03:38):
keep me from tripping over mywords, and then, whenever
possible, I use natural light.
Outside is almost always betterthan inside, especially if you
wear glasses like me, and it'sjust more fun to be outdoors.
So maybe that's the thing aboutphotos.
They're sneaky littlestorytellers.
They can whisper we make youfeel cared for, or they can

(04:02):
shout this is a free stock photo.
Either way, they're shaping thestory before we even know it,
and the subtle details actuallymatter a lot.
So next time you scroll past animage in marketing, maybe even
one of Jane's.
Ask yourself what story is thisphoto telling me?
All right, that's it from me,but I'd love to know what I'm

(04:24):
missing or any other tips youhave when it comes to imagery
that helps tell your clinicstory.
Send me an email at frontdeskat janeapp and let's chat about
it.