How Professional Photography Can Benefit Your Practice

Investing in professional photography for your dental practice can reap many benefits, from creating a website that builds trust with patients to social media posts with higher engagement. Here, Dan from Future Proof Photography & Video, who specialises in practice photography, helps us better understand how the quality of your practice imagery can have an impact on your business.

What role do you feel that photography and videography has in creating a successful brand identity for a dental practice?

Practices need good photography to represent who they are and ensure they stand out and differentiate themselves from competitors. If practices have DIY or poor photography, it doesn’t show them at their best. Professional photography can create a strong first impression, putting a practice ahead of their competition and helping build trust.

With something as crucial as teeth, trust is key. When potential patients can see the faces of the dental team, trust automatically increases, as does being able to see imagery of the practice ahead of a visit. If a patient feels they know what to expect from a practice, then that can help alleviate any anxiety they might have.

Also, great imagery helps with brand growth: we know people are more likely to engage with personalised content on social media, which increases the likelihood of posts being shared and potentially reaching new patients.

By commissioning a shoot, you get a much higher number of images than if you’re taking a few shots yourself (from a half-day shoot, you can expect 150-200 images). This ensures you have plenty of options for website imagery, that you can then optimise for search and create a strong SEO profile for your site.

What should practice teams look for when seeking a photographer?

You need a photographer who’s versatile; they need to be confident shooting portraits, interiors, lifestyle and working within a variety of settings. You also need someone who’s great with lighting: often dental practices don’t have the best quality light to achieve the brightness and clarity you need for great photos. The photographer should also be experienced in setting up shots that tell a story, with results that look natural and not staged. 

How do you achieve practice imagery that stands out?

I think the main thing is finding out what that practice needs and wants to focus on: they might specialise in certain fields of dentistry, they might want to appeal to a certain clientele, or include products within the shoots. I try to find what that is, and really focus on that.

I also try to bring out the personality of a practice. This can be achieved through showcasing any USPs a practice might have, such as a beautiful building that can be incorporated into backgrounds.

How do you deal with nervous subjects?

I try to make my photoshoots fun, easy-going and relaxed because that’s how you get the best out of people. Often people can get nervous about having their photo taken, so I try to be assertive and give really specific instructions on what to do, how to pose and what sort of facial expressions to have. I often show subjects their picture, so they’re able to see what works and what doesn’t. I think being encouraging and patient is key; usually people start off quite reluctant, but if I make it fun and relaxed it usually goes well.

Have you seen any changes in dental practice photography?

The main thing really is the need for more videos for social media. There’s definitely much more demand for video content thanks to Instagram.

Dan’s Top Tips for a Successful Shoot

  • Create a specific shot list, outlining who you want photographed and where, and if any equipment should be included. This ensures the day runs smoothly and we get as much done as possible.
  • Have a clear dialogue between the photographer and practice team, so there is a really clear idea of what is expected.
  • Think about patient models: this can be hard and can often involve asking friends, family or agreeable patients, but definitely plan ahead. Hoping to find someone on the day rarely results in the best shots.
  • Think about clothing: it is really important to consider what people are wearing if they’re being photographed. For example, you don’t want a patient model wearing something with large logos.
  • Make sure the practice is free from clutter, clean and presentable. Simple things, like a vase of flowers in reception, are a nice touch.
  • Consider the whole building: I often take photos of the practice signs outside, but it’s rare that anyone thinks to clean the sign ahead of a photo shoot!
  • Be sure the practice is ready and that the team is settled.

If you want to hear about how Dentex can support your practice with your marketing goals reach out to our Marketing or Merger and Acquisitions team at [email protected], or call us on 03333 055 631.

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