How health care branding can unintentionally stigmatize patients
I first grasped the disconnect between health care professionals and the public while designing a brochure for a cornea donation campaign.
My original concept featured a young boy smiling, wearing an eye shield—an approachable image meant to encourage public participation. But the overseeing specialist rejected it. He insisted instead on a clinical close-up of a post-surgical eye, sutures and all. To him, it represented medical success. To potential donors, it was …
