Representation in Healthcare Website Imagery – Dataset and Coding Framework

This project contains the dataset and supporting documentation for a visual content analysis examining representation in healthcare website imagery. The dataset includes coded variables derived from 998 images collected from 150 Australian healthcare provider websites, including 100 massage therapy websites and 50 general practitioner websites. Each image was coded using a structured framework designed to examine patterns of representation and visual messaging in healthcare marketing imagery. Variables capture characteristics such as perceived gender presentation, perceived race or ethnicity, body size, age group, ability status, presence of body modifications (eg, tattoos or piercings), and contextual elements related to healthcare interactions and environments (eg, patient–provider relationships, treatment settings, and visual cues suggesting welcoming or inclusive environments). The purpose of this dataset is to support research examining how healthcare providers visually represent patients and care environments in online materials. The coding framework was developed through an iterative process informed by patient panel feedback and exploratory visual analysis. The repository includes the coded dataset and documentation describing the coding variables and framework. The unit of analysis is the individual image. The original website images analyzed in this study are not included in the repository, as they remain the intellectual property of the website owners or image licensors. The repository therefore contains the coded dataset and documentation derived from those images rather than the image files themselves. Where available, source information is included to support transparency and potential replication. This dataset is shared to promote transparency, reproducibility, and future research on visual representation and inclusivity in healthcare communication.