For four years, I had the extraordinary opportunity to work as the marketing manager, photographer, and videomaker at the Bufalini Center, specializing in capturing the complexities and nuances of the medical field.
It was an intense and invaluable experience, marked by challenges and moments that few professionals encounter. My role involved more than simply taking photos or videos; it was a multi-dimensional commitment that allowed me to immerse myself deeply in the environment of an esteemed medical and surgical center.
Documenting Surgery: Precision and Discretion
One of my primary responsibilities was to document complex surgical procedures, capturing each detail with the utmost care and respect. I had the privilege of observing a wide range of surgeries, including orthopedics, hand and foot surgery, plastic and reconstructive surgery, aesthetic medicine, ophthalmology, pediatric surgery, and many other specialized areas. Each photograph and video required a precise understanding of the sterile environment and the ability to move unobtrusively, respecting both the professionals at work and the privacy of the patients.
Social Media and Professional Connections
In addition to visual documentation, I managed the Bufalini Center’s social media presence, creating an online identity that reflected the professionalism and innovation of the center. My goal was to establish a communication style that was both accessible and informative for patients, families, and medical professionals. This involved showcasing the expertise of various specialists and fostering meaningful connections between the center and its audience. Over time, even the doctors themselves involved me in their private advertising efforts, recognizing the impact of strategic, well-curated content.
Communication Strategy and Website Management
Every communication project requires a well-defined strategy, and at Bufalini, I developed an approach tailored to reach patients, medical colleagues, and potential partners effectively. This included ongoing updates to the website with current and relevant content, ensuring that every message aligned with the center’s high standards and resonated with its audience.
Video Interviews and Storytelling
I also conducted video interviews with the medical staff, focusing on storytelling that allowed the public to understand the values and approaches of each specialist. Crafting these stories required empathy and insight, as well as technical preparation to create seamless, professional interviews that highlighted the unique skills and dedication of each doctor.
These years at the Bufalini Center have been some of the most formative of my career, allowing me to combine the precision required in documenting surgical procedures with the creativity needed to communicate the center’s excellence. This journey has strengthened my technical skills and given me an invaluable understanding of the importance of honest, impactful communication in the medical field.
A special thank you to Dr. Giulia Lo Russo—without her guidance and support, none of this would have been possible. Her invaluable advice and encouragement have left a lasting impact, for which I will always be grateful.
Location
Helsingborg
Year
240,000 m²
Designer
M. Karlsson
As we began to plan out the implementation details, and started to make design decisions, it became clear that changes would need to be made to the architecture defined in the previous assessment. At the start of the assessment, we scoped out which requirements and features we wanted to implement by the assessment deadline. We used the assessment brief provided to us and and took into account the amount of time we had until the assessment deadline to determine how far we wanted to take the project and what features we wanted to implement.
