The importance of using visuals when producing promotional content cannot be overstated. Studies have shown that articles with images garner ninety-four percent more views than those without and that forty percent of viewers respond better to visual information than to text. Individuals are able to absorb much more information through visual content, as eighty-three percent of human learning is visual. Consequently, users are almost twice as likely to engage with a brand if there are images in the content.  Scott Public Relations recently viewed a SlideShare presentation from NewsCred capturing four key principles for effective visual storytelling.

When using visuals in healthcare PR and marketing materials, it’s important to follow these four principles:

  • Be authentic. Viewers respond well to images that they can relate to and that seem candid or real. Pictures should appear as though they have been taken from everyday life as opposed to appearing airbrushed. According to the Wall Street Journal, photos of real life people are twice as likely to turn into sales.
  • Appeal to your audience’s senses. Modern viewers want to see a detailed image that they feel they can actually smell, touch, or even taste. Viewers are bombarded with digital information and desire something visceral and stimulating. Seeing details in these images make them feel as though the visual is more authentic.
  • Use character archetypes to help tell your brand’s story. Archetypes are characters that have been boiled down to their most prominent traits and can be powerful for communicating messages. Common archetypes such as the Outlaw, the Ruler, or the Sage can convey cultural messages and values to audiences. These images are powerful because they are universal.
  • Provide culturally relevant information to your audience. A powerful and culturally relevant image can portray what is happening in their surroundings and excite viewers. Progressive visuals can evoke a reaction that keeps them from becoming forgettable.  Real-time images can help readers connect with content.

Visuals are extremely important in healthcare PR and marketing activities and have the potential to be much more effective than text alone. When creating content it’s beneficial to keep the images as authentic as possible, full of sensory detail, progressive and modern, and to include character archetypes.

Following these principles will help produce more engaging and memorable content for your brand.

If you’re in healthcare, insurance, technology or other professional services industries, and need help with a PR, marketing or social media campaign, contact Scott Public Relations.

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Disclaimer: Metrics-related images were provided by NewsCred, from their SlideShare presentation, The Power of Visual Storytelling.

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