Case Study: Buffalo Medical Group
Since 2016, I have photographed hundreds of healthcare providers, administrators, and therapists for Buffalo Medical Group. I was originally approached by the large medical group’s advertising agency to create a unified collection of new provider portraits to coincide with the relaunch of the brand’s website, and my team and I were tasked with three primary directives:
Develop a consistent aesthetic that places visual emphasis on the providers’ personalities to encourage rapport and connection with patients.
The solution was to create a mobile studio setup at various BMG facilities that placed the subjects against a dark background that coordinated with the BMG brand colors — allowing them to stand out on their bio pages.
Create a workflow for scheduling the providers’ portrait sessions that minimized effort for the internal marketing team and provided flexibility for the physician’s rapidly changing schedules.
This was solved by implementing an automated scheduling tool that allows the marketing team to book provider sessions by sending out a single link to all of their providers. .
Create a retouching workflow that allowed for quick turnaround of images and integration with the new site design.
An online proofing gallery system was implemented to allow providers to review and choose their final images at their convenience. Once a choice was made, an automatic notification was sent out, and that selected image was sent to retouching and usually returned within mere days of the production concluding.
Since the completion of the initial project in 2016 my team and I have completed dozens of update productions for the practice, all of which adhere to and reinforce the brand standards originally developed.
Thoughts From The Client
“Healthcare providers are extremely busy, so creating a system to make the portrait process as easy and time-friendly as possible is necessary. Luke has it down to a science — quick, professional styling and a production process that makes it easy for BMG providers to get high-quality results in a quick time frame.
I have never been a fan of the “do-over.” I have always strived to ensure we get things done right the first time while delivering the highest possible quality results. That, in a nutshell, is what doing business with Luke is all about: Quality done right the first time.
Nobody likes to have their picture taken, but Luke brings a level of experience to the process that makes even the most uncomfortable, camera-shy subjects relaxed and at ease. The results speak for themselves; whether they are a provider brand new to the BMG team or someone who has been around long enough to need an updated headshot, they are uniformly happy with the results.
Because of our providers’ busy schedules, having a scheduling tool available to providers needing headshots means they can choose the best time for them and removes any need for a middleman to go back and forth to lock in a schedule.
Because of the long-term nature of the relationship BMG has with Luke, we have a level of trust that we will get the results we are looking for without having to micromanage each session. It truly is a process that runs like a fine Swiss watch.”
— Jeff Johns ~ Director of Marketing, Buffalo Medical Group
The results of investing in Luke Copping’s services are significant. We had Luke capture imagery of our physicians, which has increased inbound referrals. The images were created in a way to showcase the provider’s individual personalities and reinforce their approachable nature.
— Christie Berardi ~ Former Director of Marketing at Buffalo Medical Group
