Photography as your biography

The Aesthetic Consultant, Vanessa Bird, looks at the importance of professional photography in raising your industry profile

Aesthetic Medicine is predominantly an image focused industry. We seek beauty and balance through treatments that enhance the physical and mental well-being of patients. We spend time developing a professional profile. We share curated stories that boost our brand via the magic of social media. We strive to be experts in our field, often volunteering to present at conferences or provide content for industry magazines. We want our names, and indeed our faces, to be known. Yet, we work in a very competitive industry and it’s all too easy to get lost in the noise and blend into the background. When we blend into the background, we lose out on opportunities to progress our professional development and reputation. So, let’s look at how we can harness the power of professional photography to strengthen a professional profile and build brand awareness.

ISN’T IT JUST A PHOTOGRAPH THOUGH?

A headshot is effectively your visual business card. Photography is a form of communication that helps people connect with you before they meet you in person. The ‘right’ photograph is a great way to tell people something about your brand, the level you work at, the job you have and even the lifestyle you lead. Depending on the pose and style of the shot, it can also tell the viewer about your character, your interests and even your innate style. Think of it as a QR code, quickly sharing information about you that enables others to decide if they want to engage further.

When it comes to attracting new patients, good photography is effectively your first point of contact. It catches the interest of the viewer and, within that split second, a decision is made. Based on what they see, they will either pause and look for more information or move on to another practitioner. Attention is won and lost that easily. The same can be said for industry-focused photography too. If a supplier or manufacturer likes what they see and the image you portray aligns with their values and brand, then they are more likely to reach out and connect with you, opening the door to KOL and speaker opportunities.

INVESTING IN PROFESSIONAL PHOTOGRAPHY

With high-quality cameras in mobile phones, why should you pay for a professional shoot if the images you take on your phone look good? Of course, you can communicate effectively by sharing selfies and photographs you’ve taken on your phone especially if it’s for social media, but stop and think. If you were looking for a professional to provide goods or services, would you rate the person who uses iPhone photos, or would you favour the person who uses professional images?

High-resolution, professional images reflect positively on your business. You’re sending out the message that you’re willing to invest in yourself. It shows that you don’t cut corners but do things ‘properly’ and take things seriously. Low-resolution images, stock images or even selfies shout out that you are cutting corners, have a limited budget or are less professional than others. Rightly or wrongly, in the viewers’ eyes, this may translate as a sign you are not as experienced, successful, or knowledgeable as your competitors.

WHERE TO USE YOUR PHOTOGRAPHS

The most obvious use for professional photography is your website. It’s a digital shop window that attracts patients. You need photographs of you and the team, shots of the clinic space and photographs of products, treatments and brands used in-clinic. Social media is a less formal platform so candid shots and behind-the-scenes videos work well to attract engagement that can lead to growth. There’s no reason why you can’t repurpose some of your website images too, tweaking them to appeal to your social following. You should always update your headshots every couple of years as fashions change (as do faces!) A headshot works hard for you. Take a few in different poses, outfits, and layouts as you may want a wardrobe of looks from formal to less formal depending on where they are used. Think magazine articles, speaker engagements, digital channels, professional bios, and KOL profiles.

HAVE A SELECTION TO CHOOSE FROM

Don’t forget PR-worthy images. You may not have a PR Agency representing you presently but if, and when, you do it’s important to have a portfolio of images, they can use to promote you. From formal to candid, professional to off-duty, the more photos, and styles you have the more options your PR Agency will have when it comes to promoting you.

Finally, consider print advertising. You’ll need high-quality images that print well should you decide to promote your business in a magazine or at a trade show.

Although this may sound expensive and incredibly time-consuming, you don’t need separate shoots for each IF you plan your day properly.

PLAN YOUR SHOOT

When planning your day, work with your photographer a month or so in advance and storyboard the shoot. Decide what you want the photographs to portray and where you will use them.

Discuss your brand, your image, the demographic you wish to attract and what you need the photographs to do for you so you can capture the right shots.

Don’t try to cut costs. A good photographer isn’t cheap, but you’ll be glad you invested in someone good when you see the results. Look for a photographer who’s experienced in shooting for the aesthetics industry (or somewhere similar) and make sure you like their style of photography. Research venues that give a good mix of backgrounds, from clinical to social, indoors, and outdoors. Plan your outfits and select clothing that you feel confident in. It’s better to have too many options than too few and don’t forget accessories. Always invest in professional hair and make-up. There’s no point spending big on photography only to have the result ruined because you wanted to save a few hundred pounds doing your own make-up. Don’t forget to discuss the retouching of images either. Editing and retouching may be included but you may have to pay extra if you want more.

On the day of the shoot, why not have a friend accompany you for moral support and to be your cheerleader? It doesn’t always feel natural to pose in front of the camera, so you’ll benefit from a friendly face to help you relax. Before too long you’ll be posing like a pro, enjoying yourself and feeling confident. You’ll soon have a new portfolio of professional photographs that will enhance your brand and raise your profile.