With a pure software product, we need to be able to communicate that people are core to what we do. Real people, individuals with chronic conditions, care teams, or enterprise buyers. Anyone engaging with a brand touch point needs to connect with our brand on an emotional level, and experience what it might be like for them to do so. Represents our key customers in such a way that they feel inspired and seen.

Avoid people looking at the camera, look for people with genuine expressions instead. Bright, “happy” and dynamic. Always make a “demographic checklist” – races/ethnicities, genders, ages, body types. (not super senior, realistic body type etc. based on the campaign you are working on).