From before and after photos and video production to marketing your clinic, consistency in medical imaging is everything.
Imagery is a powerful tool for communicating with patients. In an increasingly competitive industry, the patient’s first port of call is judging before and after photos. With this in mind, poor before and after photos will leave much of the patient’s decision upto guesswork.
Enter Clinical Imaging, a business designed to streamline clinical photography, ensure the consistency of before and after images, and store the shots in an easy to use, searchable database.
“Medical photography should present as an objective truth – and act as a portfolio of the surgeon, clinician or device. You wouldn’t book a wedding photographer without seeing his or her portfolio first; the same applies to the aesthetics industry,” says Woodrow Wilson, Founder of Clinical Imaging.
Wilson identified a glaring gap in the market and started Clinical Imaging as a solution to the issue of consistency in medical photography.
Over time it has evolved into an ecosystem of consistent image capture, time-saving data management and marketing strategies with clinical photography.
“Not only do we constantly improve the quality of medical photography but our software also helps optimise the execution, storage and management of clinical photography, ensuring everything is within the Australian regulations,” says Wilson.
With Clinical Imaging, solutions exist for single operators, all the way to multiple surgeon clinics. Through Clinical Imaging Creative, the company also offers commercial photography and video production.
“We pride ourselves on helping clinics show their work, as opposed to relying on stock images from device companies,” says Wilson. “We offer a customised clinical photography system. It includes a studio installation, camera, lighting and hardware supply, and clinical photography training.”
Clinical Imaging can help you
Clinical Imaging supply the hardware and optimise the lighting, positioning and camera settings and then lock them in – so anyone in the clinic – nurse or admin staff – can take consistent, accurate and ethical before and after photographs.
“The core of the system is to standardise high quality photographs that any staff member can take with minimal training. Having centralised imaging software and templates for social media allows fluid consultations and image distribution to patients. This results in major time management gains.”
Empowering staff to take accurate images saves clinics immense amounts of time managing data and creating strategies for marketing.
Wilson has worked with clinics across Australia to develop a standardised high-end camera and lighting setup which tethers to a highly customised version of Adobe Lightroom, which manages the database of images.
“This tailored software setup provides easy management of patient images,” he says. “Integrating keyword tagging into the metadata of files makes finding the right images by procedure or stage simple. The software can then output (publish) the images into compact high quality jpeg files in a specific location, for easy import into practice management software or use on social media.”
These images can be published on the clinic website and on social media, and because Google can also access that metadata, SEO rankings and hits will therefore increase.
“Our system can also integrate with mobile devices for photography outside of the clinic 
and automatically synchronise those images taken on smartphones/tablets with the Lightroom App for IOS and Android,” he says.
To install a dedicated photo room, Wilson recommends a minimum size of 1.2m wide by 2.5m long. “All that is needed is a comfortable distance between the photographer and the patient. With our configuration, no tripod, umbrellas or floor stands are required. The flash can be mounted to the ceiling,” he explains.
In terms of training, once the system is set up and working, Clinical Imaging will initially do a 2-3 hour workshop on site. This will ensure the staff is trained in all aspects of capturing, exporting and utilising images during a consultation.
“We believe in hands-on training,” says Wilson. “We develop tailored cheat sheets, patient positions templates, video tutorials and manuals for staff to reference. From there, we offer remote support where we can log in, do troubleshooting and additional training.”
Clinical Imaging can also install customised skin filters into Lightroom to help illustrate numerous skin concerns such as sun damage or spider veins.
“There are no special effects with these filters. They show you clear and accurate information on either melanin or haemoglobin between the dermis and epidermis. This is achieved because of our camera, lighting and file formats,” explains Wilson.
Clinical Imaging has been behind the lens at several medical conferences to present 
keynotes and ongoing workshops, such as the Australasian Society of Aesthetic Plastic Surgery (ASAPS), Allergan Academy and Cutera University.
Originating in plastic surgery, Clinical Imaging also service a broad range of clients in the non-surgical arena.
Clinical Imaging is constantly aiming to improve the landscape of medical photography. They want to ensure practices utilise the best technology and procedures for accurate, consistent, compliant and accessible image management.
“We put a system in place to demystify the camera and make before and after imaging easier, and more efficient. By the time I leave the clinic, anyone can use my camera, software and storage system,” concludes Wilson.
Contact Woodrow Wilson on +61 481 174 234, email enquiries@clinicalimaging.com.au or visit www.clinicalimaging.com.au
