Scientific content is only strengthened with an image consistent with science. There is a basic truth that I have seen while working on health communication in Turkey and around the world.
No matter how valuable a scientific subject a doctor explains, the image created by the photo, posture, environment and clothing... These pieces of rhetoric can get in the way of the main message.
This is just a communication intuition, not personal experience. It is a scientifically proven fact. In this article, I wanted to share basic, easy-to-understand and implementable suggestions on this subject in the light of large-scale research conducted by reputable institutions around the world.
At the end of my article, I also share the checklist we use in our agency for doctor image and communication, which every doctor, health professional and health communicator can benefit from. I hope I can be of some help in this sense.
What Does Science Say? Image Directly Affects Patient Confidence
Recent studies show that the appearance of doctors in the media directly affects patient confidence, perceived expertise, and quality of communication:
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Non-verbal communication is decisive in the patient's "perception of trust"
Source: Knapp & Hall, Nonverbal Communication in Human Interaction https://pubmed.ncbi.nlm.nih.gov/17478072/According to the research, facial expression, posture, eye contact and the first impression created by the photo affect whether the patient will trust the doctor by over 60%.
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The doctor's body posture changes the perception of expertise at first impression.
Source: Frontiers in Psychology, “First Impressions of Physicians Depend on Their Body Posture and Gender”, 2022 https://www.frontiersin.org/articles/10.3389/fpsyg.2022.836157/This study shows that when overly authoritarian poses and postures resembling CEO/politician poses contradict the scientific narrative, the perception of expertise can decrease.
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Clothing, colors and general appearance statistically change patient confidence.
Source: American Journal of Medicine, “Effect of Doctor's Attire on Trust and Confidence”, 2005 https://www.amjmed.com/article/S0002-9343(05)00351-7/This large-scale study; white coat, neutral colors and professional appearance can increase confidence; The perception of "too much charisma" and "too much authority" in photography can reduce confidence; He emphasizes that the clutter of the background can reduce the perception of expertise.
So the image, in a way, becomes the carrier of science.
What Happens When the Message Becomes Scientific and the Photograph Becomes Political / Charismatic?
For example, the subject may be a serious field such as exosome therapy, oncology, robotic surgery or advanced medical technology. But if the photo gives an image like a politician/CEO, the message and the image collide in the patient's mind.
The patient begins to think: “Is this person telling me science or introducing himself?” However, the image, which is the carrier of a scientific message, should be part of the same story with the scientific tone.
So What Should Doctors Pay Attention to in the Media?
In the light of scientific research and the facts we have witnessed in health communication for years, it can be evaluated under the following basic headings:
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The tone of the message and the tone of the photo should tell the same story.
Scientific content requires trust, calmness and professionalism in line with the perception and expectations of the target audience. Planned poses that are aggressive, power-oriented, insincere, or challenging in the daily routine overshadow the message.
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Clothing and colors should reflect the balance of “expertise and sincerity”.
Scientific studies show that neutral tones and a simple professional appearance increase confidence.
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The background should be clean and compatible with the subject.
Daily life objects, luxury items or political connotations may reduce the perception of expertise. Target audiences can now focus on the meaning of the scene rather than the competence of the doctor.
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Less pose, more story.
Patients bond faster if they see approachability and sincerity from the doctor. After all, no patient will want to be treated by a doctor who they think they cannot get close to or reach in normal life.
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Body language, facial expressions and lighting are critical in video content.
Research shows that even wrongly chosen angle and light can change the perception of trust by up to 30%.
Managing the Doctor's Image: This Is Not a PR Issue, It's a "Science Presentation" Issue
Doctors do not just represent themselves in the media. What they tell carries the science, the patient's search for a sense of trust, and the respect of the medical profession.
There are incredibly competent physicians in Turkey. But most of them can overshadow the correct information because of the wrong image.
The correct image should not be posing or acting. The correct image is possible by creating a real and sincere appearance that is compatible with the scientific tone.
The Way to Becoming a Brand in Healthcare is to Present Science in the Correct Framework
How the doctor looks and in what tone he explains is as important as what he says. Scientific content, combined with the right image, creates trust. Trust makes patient communication and visibility sustainable.
Therefore, the basic rule in health communication is now very clear:
"Appearing in accordance with the spirit of science when explaining science is no longer a choice, it has become a necessity."
"Media & Social Media Appearance Checklist" for Doctors
At Projemed Advertising Agency, we have created a checklist that every doctor can practically implement in their own communication studies, in the light of these experiences and communication science. Although there may be nuances depending on the doctor's current situation, the patient audience he addresses or his field of expertise, in general, with this checklist, it becomes easier to build and maintain an image that is accurate, reassuring, sincere and connects with the target audiences.
This list is a simplified version of the professional checklist used by Projemed in physician communication consultancy.
1) Photography & Visual Image
- ✔ Is the tone of the message compatible with the tone of the photo?
- ✔ Does the pose offer an achievable balance with expertise and not political/CEO-esque?
- ✔ Attire: simple, professional, supportive of scientific content?
- ✔ Is the lighting clear (no harsh shadows on the face)?
- ✔ Is the background sterile, plain and supportive of medical expertise?
2) Video Contents
- ✔ Is the introductory sentence clear, calm and scientific?
- ✔ Does eye contact create a natural connection with the camera?
- ✔ Do your hands, shoulders and posture convey reassuring body language?
- ✔ Are there any distracting objects or accessories in the background?
- ✔ Do the lighting and framing reflect facial expressions correctly?
3) Message – Visual Consistency
- ✔ Do the subject and the visual tell the same story? (For example, a dermatological treatment and an aggressive charisma pose would not be compatible together.)
- ✔ Is the photograph appropriate to the seriousness of the information being told?
- ✔ Is the color palette calm and confidence-inspiring?
4) Social Media Profile
- ✔ Is the profile photo professional, does it convey the right sense of expertise?
- ✔ Is Bio clear, simple and consistent with medical accuracy?
- ✔ Do the shared contents offer a balance of scientific tone and human approach?
- ✔ Has inconsistent, sloppy, unprofessional or politically charged content been removed?
5) Media Visibility Preparation
- ✔ Are the main messages clear before the interview or program?
- ✔ Has the scientific language been simplified but its accuracy intact?
- ✔ Are unnecessary technical details avoided and a clear explanation provided?
- ✔ Are posture, clothing and gestures appropriate for media visibility?
6) Image Optimization for Trust Psychology
- ✔ Does a perception of trust form in the first 3 seconds? Communication research shows that a perception about doctors that is difficult to change later can be formed in a short period of time, such as 3-5 seconds, about doctors who meet people for the first time on social media or different communication channels. (Frontiers in Psychology, 2022)
- ✔ Is the facial expression in balance of “approachability, sincerity, trust and expertise”?
- ✔ Is there excessive charisma, toughness, or political connotation?
Projemed Advertising Agency's Approach
Projemed Advertising Agency uses its experience in health communication to strengthen the personal image and influence of physicians, as well as to convey the scientific competence and knowledge of physicians to patients.
We provide services in the field of healthcare with our experienced team in order to create more effective, meaningful and easily understood content by the target audience and to structure the doctor's image on these goals.
This approach provides a strong communication basis not only to healthcare professionals. It doesn't make money; It also contributes to the public's access to accurate and reliable information in a meticulous and error-free field such as health. In a sense, we support the fulfillment of a public responsibility in a healthier way.
We are extremely pleased to be working in the field of health communication.
For More Information:https://projemed.com/blog