Photography

Dos and Don’ts

Overall, all of our photography should meet the guidelines on the previous page. There are some considerations specific to lines of business that should be taken into consideration when creating marketing materials for specific specialties or procedures. When in doubt, always err on the side of the overall brand photography guidelines on the previous page — authentic candid connection in the home.

Special considerations for lines of business

Note that each line of business has each specific photography guidelines, allowing and disallowing certain uniforms, equipment, and locations. If a particular piece of marketing material requires a depiction of a specific role or procedure, be sure to follow the parameters at right. However, rarely do we need to use photography that is overly geared toward a particular role or procedure. Instead, our brand photography should most importantly convey our brand tone and show authentic, candid connections of respect and camaraderie, accessibility, and warmth — the human connection.

Home Health

• Often nurses in scrubs (a more medical message)

• Often therapists are in polo shirts embroidered with logo/JV lock up

• PT (Physical Therapy): May show with equipment such as walker, stretch bands, weights

• Often patients are recovering from surgery or in rehab following an injury — not all have chronic conditions — so a sense of activity (e.g. light exercise) may be appropriate

• OT (Occupational Therapy): May show with equipment such as grabber; help in daily life; devices

• ST (Speech Therapy) or SLP (Speech Language Pathology): No recognizable equipment

Hospice

• Usually in home setting

• Rare exceptions on case by case basis e.g. piece is promoting inpatient centers, VIPCs, etc.

• Human connection/human touch

• Include family/support network/patient never alone

• Content, comfortable, at peace; never overly happy or overly sad or in distress

• Avoid imagery with hospital medical equipment

• Rare exceptions on case by case basis e.g. piece is promoting inpatient centers, VIPCs, etc.

• When an inpatient setting is required, clinicians should not be standing or talking over a patient. Chose images that show a human connection

• When portraying IDG team members and other front line roles, images should be carefully reviewed for appropriateness and accuracy

Personal Care Services

• PCS caregivers are not medically skilled; no medication administration (they can remind, not administer), no stethoscopes, no blood pressure cuffs, etc.

• Most PCS attendants do not wear scrubs, but rather neat street clothes. Exception: New York is the only location that allows PCS attendants to wear scrubs.

• Daily living activities support (meals, dressing, grooming, companionship, light housekeeping, laundry)

Palliative Care

• Always in clinical setting

Medical Home Care

• Private duty nursing serving all ages

• Usually nurses in navy scrubs (often a more medical message)

Health Alert Systems

• Vendor may often supply appropriate imagery

• Products include emergency buttons/necklaces and medication dispensers with alerts

• Should show client alone

• “Independent living”

RightPath®

• Adhere to overall photography guidelines, but may use more specific program-related visuals

• Programs include: cardiac, COPD, diabetes, palliative care, late life depression, joint rehab