How has stock photography changed the healthcare landscape?

Across the board, the use of stock photography is oversaturated. Yet, one market seems to be at the tail end of this trend more than others: healthcare.

There is something about every healthcare brand that makes it unique, but why aren’t photographs in advertisements reflecting that? Our Jeff Cohn thinks this may be due to market driving forces, federal and state regulations, and evolving insurance policies.

Healthcare providers certainly feel the pressure — and award-winning marketing is far from their top priority. Over at COHN, we treat our healthcare brands differently: recognizing their unique story and positioning.

That’s why leading healthcare publication Healthcare Business Today interviewed Jeff to weigh in on stock photography in the industry.

As one of our key verticals, we know how important it is to differentiate your healthcare brand from others. In fact, COHN Marketing was the winner of several awards this spring, including GOLD at the Healthcare Advertising Awards and GOLD at the Hermes Creative Awards.

“When healthcare brands choose innovative marketing strategies over stock photos, they elevate the impression patients and practitioners have of them,” Jeff said.

Head over to Healthcare Business Today to read Jeff’s piece!

And if you’re interested in learning more about how we can breathe life into your health care brand, check out the work we’ve done for clients like Exempla, Valley View Hospital, and Kaiser today.