PICTURE PERFECT: GETTING GREAT DENTAL PICTURES

If a picture is worth a thousand words, what does that slightly blurry cell phone photo of your team say about your practice? More than words, pictures are worth dollars. With 74% of patients beginning their pathway to care with an online search, patients are making micro-judgements about your practice based on the pictures shared to your office’s social media. MIT neuroscientists recently reported that the human brain can process and recall entire images that the eye sees for as little as 13 milliseconds. Don’t let second-rate images send a message that is inconsistent with the quality and professionalism of your practice.

Why Image Matters

Hold your social media to the same quality standards that you maintain in your office. Insist on posting photos that show your practice at its very best. Projecting a well-crafted image is not frivolous or trivial; it is good business. Dental image expert Janice Hurley explains, “The subject of image is not superficial. When others see us as both competent and knowledgeable, they are more likely to move in the direction we want them to go.” Be meticulous in cultivating your online image by only publishing great photos of your team and practice!

Photography by Janice Hurley

When you had your website built, you likely invested in professional photography. You may have had a professional head shot and even had photos of the whole team taken. Perhaps you had an onsite office session with the photographer to fully capture the style of your office. Your website is a polished and professional representation of your services and reputation. Shouldn’t your social media be also? The research says yes: A study by Lab42 shows 50% of consumers value a brand’s Facebook page more than its website. In short, both platforms are key to your online influence, and each should display the best visual portrayal of your practice.

Making a commitment to using good images across your marketing presence is a solid investment. Professional photographer Kara Proehl of Bright Shot Photography says, “To your audience, a picture is not just an image. It is a silent impression that clarifies many things in one glance. It translates how much you value yourself and what you have to offer.”

The brain processes images 60,000 times faster than any other information.
So while you may have a carefully-crafted tagline touting excellence and text devoted to describing cutting-edge services, a picture can stir an emotional response that words cannot. Proehl explains, “It tells your patient what sort of image they would be identifying with if they told their friends and family that they came to your office. Most importantly, it very boldly states how your patients will FEEL by using your services.” And feelings matter. A recent study appearing in the Harvard Business Review identifies feelings -emotional connections- as the best gauge of a customer’s lifetime value, beating out traditional metrics such as satisfaction and brand awareness. Notably, the study also found that social media can have a big impact in creating emotional connections and accelerating growth.

Picture Perfect

Getting terrific pictures is easier than you think: hire a professional! Hire a professional photographer to visit the office and take a variety of candid photos. A single session will provide a bank of excellent digital images of the team and office that can be used for months on social media. With a professional photographer behind the lens, all that’s left to do is smile!

But why not just DIY some pictures with a smartphone camera? Smartphone cameras are convenient, easy to use, and ideal for capturing spontaneous photo opportunities. But despite advances in technology, the image quality of camera phone pictures cannot come close to the bright, crisp imagery of a good digital camera. Nigel Atherton, Group Editor at What Digital Camera explains, “Camera phones are fine for photographing static subjects in good light but dedicated cameras are still superior with moving subjects and in low or difficult lighting.” Simply put, it’s best not to have a lens the size of a pea represent your practice.

Photography by Janice Hurley

Beyond the camera, good photography has much to do with the expertise and eye of the person behind the lens. A professional photographer’s understanding of lighting and composition can transform a dimly lit waiting room into a welcoming oasis or a staff grouping into a team of heroes. They will also deploy the professional’s secret weapon: Photoshop! Professional photographers are skilled at Photoshop and will take time to digitally enhance your collection, making imperceptible improvements to enhance images to their richest potential.

Tips for a Successful Office Picture Day

Plan a time when all of the team will be in the office.
Engage your staff in planning the photo shoot.
Work with your social media manager to identify specific shots needed for months ahead, such as holidays, or team groupings like Dental Assistants or Dental Hygienists.
Make sure the team knows when the session will take place so they can look their best, with makeup and hair on point.
Tidy up the office so the background of any shot looks picture perfect.
Get shots of your state-of-the-art technology with smiling team members!
Go outside! Natural lighting helps make great photos.
Get some pictures of your office building and even the signage. All of these photos can be used in a number of effective ways, including your Google My Business profile.

Each post made to social media is a request for your audience’s time and attention. If only for a millisecond, the post asks the viewer to “look at me.” Never fall victim to the false notion of “it’s only Facebook” because of the platform’s impermanent feel. Images published should always support practice values and seek to connect with potential and existing patients. If your core practice values include excellence, caring, and integrity, your photos should align with these values. Some pretty crazy things are happening out there with practices trying to share their “fun” side or show their personality. Fun is fine, but don’t lose focus on brand messaging and values.

Put Your Dental Pictures to the Test: What is the message?

Does this photo support our business goals and strategy?
What is the #1 image to convey this message? Think quality, not quantity.
What emotional reaction should this picture produce?
Does the image connect with patients and potential patients, or just the internal staff?
Is there anything “off” in this photo? Does it look professional?
Is the image easy to understand? Will people “get” it?