High-quality images are invaluable marketing tools. The images can deliver the message that your company or product is credible and useful. Your company image is important as it reinforces to buyers, media, analysts, influencers etc. that they are buying from a reputable source they can trust.
CONCEPTUALIZE: Very important. Before planning the shoot, think about what the business mission is and how to best represent it visually. Include what is unique about your product, practices or market and what cutting-edge equipment may distinguish you from the competition.
BE PREPARED: When possible, visit the location preferably before the day of the shoot (or arrive early the day of the shoot). Look for space constraints and figure out where you will put your lighting, equipment, the subject, etc. and if you can move unwanted objects out of your way if needed. Also, find out if you have any time constraints so that you can plan your shots accordingly.
UNDERSTAND THE PRODUCT & PURPOSE: Photographing medical equipment is different than an image supplied by a manufacturer. The commercial image you are creating can tell a larger story and usually more visually artistic. Make sure to find out what the product is and the exact terminology of the device, disease or product so that the information is accurate.
TELL A STORY: A picture is worth a thousand words. Use them to tell a story. Make them engaging, emotional and purposeful.
CURRENT & FUTURE USEAGE: Determine how and where the photos will be used, and cover as many purposes as possible. Ask the client if they would like some extra images for their photo library. Consider immediate needs as well as any anticipated future applications.
DELIVERY: Makes sure you know what the final product usage is going to be. Billboards, web usage, print flyers, social media etc. This will help you prepare which equipment to use and what file size to deliver.
BE SELECTIVE: Take lots of photographs so you have options and can choose the most relevant images that are both visually and technically on point so that the photographs communicate your message clearly.
THE PHOTO RELEASE: Get a photo release ahead of time so that you know you have permissions and you don’t have a problem on set with models or patients.
VARY THE FRAMING & POSING: Shoot close up, medium and wide shots so these images can be used for marketing purposes in a multiple of ways. Shoot more than is asked of you.
WARDROBE: I suggest wardrobe options. I suggest three outfits per person so that we have options. Try and avoid bold colors, patters, or any distracting jewelry. Professional attire and lab coats are often represented.
HAIR AND MAKEUP: Hire a hair and make-up professional. It’s amazing how hair and makeup makes such a difference in an image. The subjects should look natural but polished. Stray hairs, severe makeup can detract from your message.
BE RELAXED: The more comfortable the photographer is with the subject, the more the subject is able to relax and be their best self in front of the camera. Give direction in a positive way and make them feel they are doing a great job.
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