Photography in Healthcare Settings, Done Properly
Photographing clinics, hospitals and healthcare staff or patients for marketing and communication.
Imogen Clarke
What is at stake
Patient images are protected health information, and using them without proper authorization breaks federal privacy rules.
The playbook
- Obtain written authorization before photographing patients
- Clear backgrounds of screens and records
- Use staff or models for illustrative images
- Store images securely
- Confirm approved uses in writing
Where it goes wrong
Avoid:
- Photographing patients without authorization
- Visible screens showing records
- Reusing images beyond the authorized purpose
- Storing patient images on personal devices
The numbers behind it
| Measure | Figure |
|---|---|
| HIPAA | photographs that identify patients are protected health information |
| Authorization | marketing use of patient images requires written authorization |
| Backgrounds | screens, charts and documents can reveal patient data |
| Staff | employees also need consent for marketing use |
Getting outside help
When to hand it over: Bring in help before photographing in clinical environments.
Where this comes from
- U.S. Department of Health and Human Services — HIPAA for professionals
- Federal Trade Commission — Advertising FAQs: A guide for small business
The figures and practices above come from the sources listed.
Working on something like this?
We take on Photography & Product Visuals work for teams who want it done once, properly. Tell us what you are building and we will tell you honestly whether we are the right studio for it. Start a project.
Where to go next
Spotted something wrong? Report an error on this page. We correct on the page and say what changed.
