Radio Front Desk
Radio Front Desk is a podcast that talks to real people in real clinics about what it takes to build a health and wellness business.
Host Denzil Ford, Editor-in-Chief of Front Desk magazine, digs into the inspiring stories of folks building their practices from the ground up — including what works, what hasn’t, and everything in between.
Created by the team at Jane App, this podcast is your source for discovering fresh ideas and proven strategies for clinic life. Join us on this journey of building a practice you love.
Radio Front Desk
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 frontdesk@jane.app. Denzil would love to hear them.
Oh, hi, there it's Denzil Back again with some more thoughts. Before I worked in marketing, I was an academic studying the history and philosophy of science. Back then I was fascinated by how tiny details in a photograph could completely change the story. You saw, that stuck with me and these days it sneaks back in when I'm looking at the images we use in our marketing. There's this one image in particular that I was reminded of in a recent conversation with my colleague, bianca, when she joined me on Radio Front Desk.
Speaker 1:We were building a landing page and we picked a photo of a practitioner connecting with a patient. Except when I looked at it, I just couldn't stop staring at what the practitioner was wearing. She looked like she worked at a bank. Instead of warmth and care, the photo made me think of someone interviewing for a loan. What's so interesting about this photo with a formerly dressed practitioner is that they really did work in a clinic and she was wearing what she actually wore to work that day.
Speaker 1:That moment stuck with me because it showed how photos don't always tell the story we think they're telling. Without the context of real life, the smallest details like clothes, lighting and background can completely reshape the message. So over the years I've learned a few rules of thumb that help keep photos working for the story, not against it. First, keep your photo gallery alive. To me, a collection of photos is never really finished. You can't just say, okay, we've got our shots, we're done, because when you zoom into these little moments, like that too formal outfit on the landing page, what was true in real life doesn't always translate into storytelling. So I think photography has to be a living and constantly evolving thing. You learn and plan better next time. You adjust your photography for the story you want to tell. You try new things and you pay attention not just to the subject but to all the things that you might have missed last time the colors of your surroundings, the light, the clothes, all the small details that make up the feeling. Second, remember that objects sometimes are just as powerful as faces.
Speaker 1:One of my favorite examples of photos that work is the photos we've used on the cover of our magazine. I love these photographs. They're just pictures of inanimate objects desks, furniture, maybe some technology or a plant. No people, no action, but each one still tells a story. If you've ever been in a clinic, you look at those photos and think I've been there and, from the patient side, I personally think to myself I'd like to book an appointment there. It's proof that even ordinary objects can communicate they whisper a story before anyone says a word and finally create your own imagery.
Speaker 1:Bianca and I also talked about user-generated content, or UGC as it's often known. People love the unfiltered and real feeling of it. I've tried it myself and, honestly, portraying the idea of authenticity in your recording is way harder than it looks. But there are a few things I've tried that actually seem to help, like keeping it simple. Props are tricky and for me it's way easier to just talk straight into the camera. I also like to prep ahead of time Even a few bullet points keep me from tripping over my words, and then, whenever possible, I use natural light. Outside is almost always better than inside, especially if you wear glasses like me, and it's just more fun to be outdoors.
Speaker 1:So maybe that's the thing about photos. They're sneaky little storytellers. They can whisper we make you feel cared for, or they can shout this is a free stock photo. Either way, they're shaping the story before we even know it, and the subtle details actually matter a lot. So next time you scroll past an image in marketing, maybe even one of Jane's. Ask yourself what story is this photo telling me? All right, that's it from me, but I'd love to know what I'm missing or any other tips you have when it comes to imagery that helps tell your clinic story. Send me an email at frontdesk at janeapp and let's chat about it.