VisualGPS Creative Trends Wellness Healthcare in Taiwan

Getty Images' VisualGPS research tells us that searches related to healthcare have remained strong for us both in the Asia‑Pacific region and globally. It highlights a continued need to show more relevant and up‑to‑date visuals around patient care, as well as who the people caring for the patients are.

For a recent shoot where I collaborated with Chih Chieh Hsiao in Taiwan, we focused on the ‘care’ aspect of modern healthcare, set against a rich regional cultural background. Through human connection and a warm mood overall, we crafted a fresh visual narrative of modern healthcare that highlights main concepts such as humanity, care, service and compassion.

Asia‑Pacific will be the fastest‑growing region in healthcare spending, accounting for more than 20% of global spending by 2030. Access to care, cost and quality remain critical challenges for healthcare systems. Roughly 50% of all consumers (58% of Gen Z) plan to spend more on healthcare in exchange for better health outcomes, better experiences and greater efficiency.¹

Healthcare stories deserve to be told in a more aspirational and multi‑dimensional way. This shoot took place at a real medical school in Taiwan, where we collaborated with their instructors and students. By incorporating medical education scenes, we showcased a side of healthcare that is rarely seen in the advertising world—one that reflects the dedication and learning behind the profession.

We built a comprehensive and inclusive narrative, capturing healthcare from both the medical team’s and the patients’ perspectives. To challenge stereotypes, we featured male nurses, female doctors, young doctors and experienced instructors. The patient representation was equally diverse—young, middle‑aged, women, men, and an indigenous family with twin girls—all brought authenticity to the patient experience.

Based on our VisualGPS research, mental health continues to rise in importance, likely because of fast‑paced modern life and the gravity of current world events. In an effort to gain control, people prioritise saving for future emergencies rather than spending for today, with future healthcare expenses at the forefront of their minds. A majority in Asia‑Pacific are more worried about the future with 54% feeling anxious.

Mental health remains a critical yet difficult‑to‑visualise topic in content creation. This time, the creator stepped outside his comfort zone, staging realistic scenarios and crafting updated, regionally relevant stories of mental health for the Asia‑Pacific region.

This project redefines modern healthcare imagery, offering a more empathetic, diverse and forward‑thinking perspective on ‘care’.

Sources
[1] Bain & Company