Photography

Seeing healthcare through a human lens

GE HealthCare photography captures what compassion looks like in action. We tell authentic stories that reflect real people, real emotion and the technology that supports them.

Humanity remains at the center. Every image should feel genuine, empathetic and grounded in the real experiences that shape healthcare.

Style

We show real people in real environments. Our photography takes an intimate, authentic approach that reflects the professionals and patients who use our products and the people behind our innovations.

While our products are powerful and innovative, they must also feel reliable, safe and easy to use.

Capture genuine moments that accurately reflect the experience and impact of our technology. Our style should always feel warm, honest and real.

Principles

Key photography principles help maintain a consistent look, feel and tone across our imagery. Use them as a guide when sourcing or selecting new images.

Each photo should reflect at least three of the four principles. If it does not, reconsider its use.

Authentic
Our photography should always feel genuine and real. Capturing an authentic moment matters more than achieving a perfectly framed image. Imperfection often signals honesty.

Avoid staged environments, flawless lighting and actors. Aim for a photojournalistic approach where the subject and story unfold in a real-world setting.

Every scene should feel natural and believable, never contrived or overly polished.

Human
We are a human-first brand. We develop innovative solutions that empower healthcare providers to deliver better care for patients.

Care, concern and hope are part of the human experience. Our photography reflects these truths by capturing real people and genuine emotion. Portray individuals as they are in the moment. Never stage or direct them in a way that feels contrived.

Spontaneous 
To reinforce authenticity, capture unplanned, candid moments when subjects are not focused on the camera. These images reveal genuine emotion and interaction while expanding the range of usable photography.

Always shoot from an eye-level perspective. Avoid extreme angles such as bird’s-eye or top-down views, as they feel unnatural and disconnect the viewer from the moment.

Diverse
Our photography reflects the diversity of our company and the communities we serve. Represent people of different ages, body types, abilities, ethnicities and cultural backgrounds.

Keep this commitment in mind when sourcing images. Our communications should reflect a broad and authentic view of humanity.

Our photography themes

People

Feature real people and real stories. When subjects look directly at the camera, the moment should feel natural and spontaneous. Capture a true moment in time that reflects authentic body language, gestures and a range of genuine emotion.

Patients
Helping patients is why we exist. Show their lives and the impact of our products with honesty and respect.

Patients span all stages of life and express a full spectrum of emotions. Focus on moments that convey trust and comfort within the care experience.

Healthcare professionals
Healthcare professionals (HCP) are a core audience. Their work can be demanding and emotional, yet they lead with empathy and expertise. Portray them with realism and respect.

Our colleagues
Our colleagues power our success. A global company depends on diverse roles and perspectives. Represent the full breadth of our workforce, from those assembling products to software developers, scientists, researchers, customer support and logistics administrators.

Environmental

Environmental images help establish context and set the scene. Use wider shots to capture a location, whether an exterior of a facility, office space, assembly line, research and development lab, warehouse or healthcare setting.

Offices
Our modern office spaces support a productive, collaborative and healthy workforce. Images should feel balanced, never empty or overcrowded. Show how we work and how our spaces encourage collaboration and focus.

Buildings
As a global company, our facilities range from large campuses to local sales and support offices to manufacturing plants.

When using building imagery to establish location, include visible branding when possible. Capture exterior shots in natural sunlight and avoid cloudy or rainy conditions.

Manufacturing 
Our assembly lines are advanced and complex. When multiple workers appear in a frame, establish a clear focal point on one individual. In wider shots, the space itself may serve as the primary focus rather than a specific person.

Research and development (R&D)
Much of our innovation begins in our laboratories. Focus on the skilled engineers, researchers and scientists actively developing our technology and products.

Service centers 
Our technicians and support staff operate in service centers and manufacturing environments. Capture them in action, fully engaged in their work and focused on delivering results.

Healthcare facilities 
Hospitals and clinics are where our products play a meaningful role in patient care. Show our technology in realistic clinical settings while keeping the story and the people at the center of the image.

Technology

When showcasing our tools, hardware, software and products, focus on distinctive details that demonstrate precision and engineering excellence. Close-up shots should highlight craftsmanship and functionality.

In wider views, exposed products can feel sculptural, revealing the balance between mechanical engineering and digital components. Present our technology as it is. Do not apply visual effects to make it appear more advanced or futuristic.

Our digital solutions are equally important. Ensure screenshots of user interfaces are high quality, accurate and crisp across screens and devices.

Products

Images of product details and features should convey a modern, premium look and feel. Highlight the design and craftsmanship that make even complex technologies feel clear, compelling and refined.

Products—in use and in studio
When showing products in use, focus on patients or operators interacting naturally with the technology. Always portray patients with respect. Capture realistic scenarios but avoid angles or moments that feel intrusive or unflattering.

Products—in use

Products—in studio

Products—blockouts
Product block outs isolate the physical product. Always photograph them on a clean white background. Show either the full product or a specific detail.

For handheld devices, it is acceptable to include hands to demonstrate scale. For all other products, feature the product only.

Portraits

Use headshots for formal communications such as leadership bios and author profiles. Position the subject’s face at the center of the frame.

Formal
Capture a posed portrait in professional attire with a friendly, knowledgeable and trustworthy presence against a clean background.

Use wider framing that includes the upper body, shoulders and part of the wardrobe to allow flexibility for cropping.

Semiformal
Capture a posed portrait in professional, business-casual attire within a natural environment. The tone should feel friendly, knowledgeable and trustworthy.

Use wider framing of the upper body to allow flexibility in cropping.