Agestrong Physio were after a collection of photos that they could use for their website, media, and all the usual haunts. It’s a brand new business, just 2 years old and they already have 25 employees. They must be doing something right.
When asked ‘how is Agestrong different?’ Sheryl Aldcroft said, with an impassioned tone: ‘We exist to invigorate allied services within aged care. These people are still people . We want to disrupt the status quo and lead a change in perception of what it’s like to work in aged care.’
Their site shows incredible testimonials from various aged care facilities they service:
“Agestrong Physio is reliable and have high quality physios that delivery high quality service. The programs they have implemented at Moyola are fantastic, the residents love them and they have made a significant difference to the quality of life of our residents. I highly recommend them.” Polly Devine
General Services Manager, Moyola Lodge
So now how does that relate to photography? How do we photograph disrupting the status quo?
When you look at websites for allied services businesses such as physiotherapy, you see an as-expected, professional standard, and Agestrong were no different in that respect.
The presentation states all the facts of the services they offer, who is in the team, and the types of clients they serve.
Interestingly, in photography terms, they have played the professional card, using stock photography in many places.
(Stock has its place, it can be really cheap/free which is great for supporting blog posts and social feeds. For permanent fixtures such as your website, choose very carefully when it comes to stock, otherwise you risk presenting a generic and professional look, but not something real or personal.)
So how can we use photographs to help them disrupt the physio status quo?
By moving beyond stock, and into something real, personal and highly relevant to what Agestrong Physio actually do.
What really matters to them is to give quality and humane care with dignity to aged care residents.
So rather than using a stock photograph of an aged man with a white background in a photographic studio stooped over with back pain (aka set up for the camera), we took the camera to one of their facilities called Leigh Park in St Helena, arranged a time for a session with a group of residents and 3 employees, and captured in real time what they actually do in a therapy session.
We photographed what they do and how they do it: a group led session flexing hands, lifting feed, standing on one foot etc, 1:1 using a walking cane, aided walking etc and a simple back massage.
Because we captured these events in real life without staging and false lighting, we were also able to capture their why: care-giving with dignity, and ultimately providing a quality experience of interaction and human connection through physio.
We couldn’t help but capture that. The residents were enjoying themselves doing the exercises and feeling some muscles move and some relief. But what was also occurring was that intangible thing that they receive from the therapists: human connection, touch, smiles and laughter.
If you want to go past capturing your what and how, and enter the heart space of your why, then do some thinking around what really matters to you about your business.
Why do you exist? What are you passionate about? What frustrates you about your industry? What’s the one thing that people don’t currently appreciate about your business? Have you written down your vision, mission, purpose and values? Find answers to some of these questions, and then you will be well on your way to capturing your why.
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