PICTURE POSITIVE

The Royal College of Physicians

Sensitively executed images to inspire healthcare professionals

THE CLIENT:

The RCP is a patient-centred and clinically led organisation, driving improvement in the diagnosis of disease and patient care, in the UK and globally.

THE CHALLENGE:

The RCP needs to showcase very different elements of its work: clinical practice; conferences; their unique library and medicinal garden; their sustainability practices; and the RCP hotel.

They have told us that most medical stock imagery is glossy and contrived and bears no resemblance to everyday UK healthcare practice.

OUR RESPONSE:

We are proud to have been the RCP’s preferred photographer since 2011; versatility and responsiveness to their varied needs has been key to serving them successfully for so long.

Primarily they need images that healthcare professionals are can relate to because they’re real. We consistent deliver: shooting documentary images in hospitals, examinations and events with real patients and participants.

Working with patients and clinicians requires sensitivity, the building of quick rapport, while working quickly and unobtrusively.

We have also organised and directed real people in simulated situations to illustrate the College’s education and exhibition services.

The hotel interiors are shot for materials appealing to a discerning clientele, and are photographed using lighting, props and meticulous set ups.

THE BENEFIT:

The RCP imagery has a consistent and distinctive style that is authentic and believable, that their target audiences relate to. The care and dedication of the professionals involved is clear to see, as is the genuine engagement of people at their events. This helps them produce health campaigns with real impact, attract participants to their events, and promote and explain their educational work.

TESTIMONIAL:

‘Jonathan has consistently produced high quality, on-brand photographs for us over several years: he is the Royal College of Physicians’ preferred photographer.
Jonathan’s work, professionalism and service are very highly regarded and he is always a pleasure to work with.’

Ben Harrison, Designer.
Royal College of Physicians