How to Show the Behind-the-Scenes in a Confidential Business
The Importance of Behind-the-Scenes
Certain industries can bring a lot more anticipatory anxiety than others. What do I mean?
Anticipatory anxiety is the fear or dread of upcoming experiences. Industries that are bound by confidentiality requirements are often the ones causing the most anticipatory anxiety to their clients, oftentimes this is a practitioner/patient relationship.
You can maintain these guidelines and ethics and offer a look behind the scenes to ease your patients’ or clients’ anxiety. I'll show you how!
The Problem:
YOU’RE BOUND BY HIPPA PRIVACY RULES
Medical practitioners, like medical doctors therapists, psychiatrists, and more, must abide by strict HIPPA privacy regulations.
This is vital to the trustworthiness of your practice, but you still might be stressing your patients out before their first session or appointment.
Not knowing what they may be walking into can cause significant anticipatory anxiety.
THE FIX:
UTILIZE MODELS IN BEHIND-THE-SCENES BRAND PHOTOGRAPHY
There's no need to skirt the line of ethics. Opt for a model (or two or three) to play the role of your patient. This allows you to share what an appointment typically looks and feels like without divulging any patient information.
Even better, models don't need to be professional models. These roles can be filled by friends, family, and team members, though they will still need to sign a model release.
The Problem:
YOU’RE WORRIED ABOUT PEOPLE ASSUMING MODELS ARE REAL PATIENTS
If you're worried about the photos from your brand session looking too real, that's an easy problem to fix -- and a compliment to the photographer!
There's a very simple solution -- communication and education!
THE FIX:
PROVIDE A DISCLOSURE & SHARE YOUR INTENTIONS
If you're concerned about a behind-the-scenes brand photography session featuring models being seen as real patients, consider implementing a disclosure on your website, social media, and email marketing.
Stating, "Your privacy is always protected. All images depicting a [insert brand name] patient is a model to better inform you about how and where I best serve and help my patients," can make a major difference!
The Problem:
YOU DON’T WANT TO UNWITTINGLY EXCLUDE PEOPLE BASED ON THEIR APPEARANCE
For brands that are conscious about the type of people (or models) that are found within their brand's website or social profiles is important. I'm grateful this is important to you and your values!
Inclusivity is incredibly important but not always 100% achievable in a single photo session. The goal is never to make anyone think "This brand doesn't serve someone who looks like me."
THE FIX:
FOCUS ON YOU, YOUR TEAM, AND YOUR PROCESS
The best way to not exclude anyone is to... well... exclude everyone!
Together, we would build a brand photo strategy that focuses on you, your team, and your process.
Instead of showing you working with a patient, we would only capture your patient's point-of-view via "over-the-shoulder" photography, without ever revealing their identities.
Interested in working together?
Reach out to start planning your brand photography session!
