The ConvenientMD 2025 advertising campaign represents a groundbreaking approach to healthcare storytelling. Fortland captured the essence of urgent care through a photojournalistic lens, documenting real medical professionals and patients across 44 locations in Massachusetts, New Hampshire, and Maine.
By eschewing traditional stock photography, we created a visual narrative that breathes authenticity into ConvenientMD's brand. The images—ranging from collaborative team moments to intimate patient-provider interactions—transcend typical medical marketing, transforming billboard, social media, and website content into powerful, genuine representations of healthcare’s human connection.
What emerged was more than a campaign; it was a raw, unfiltered glimpse into the everyday nobility of medical care, celebrated through carefully crafted visual storytelling.
Convenident MD Urgent Care
PHOTOGRAPHY BY NICK GIRARD
Comprehensive photography library created with 660 unique, custom images spanning portraits, architectural photography, candid lifestyle and environment context photos; covering the breadth of each urgent care location
Comprehensive coverage as we documented 44 different urgent care locations across Massachusetts, New Hampshire, and Maine
Photojournalistic approach ensured we captured authentic, unscripted moments of real doctors, nurses, and patients
Multi-Platform campaign integration of the photography as it was utilized across social media, website, and billboard advertising
Measurable marketing impact as ConvenientMD saw an increase in engagement and positive staff reception
Rigorous HIPAA compliance throughout production, securing comprehensive patient and staff model releases, ensuring ethical and legal documentation