Some images can literally make the audience feel that they are the patient. Suffering, helpless. Other variations on the theme: a dentist with a buzzing drill, or less medical, someone "zapping" you away to another channel with a television remote control.
Image via BigStockPhoto. The good thing about a medical picture is that the most of the faces of the models in the image are covered, hiding that this is not a "real" image.
Update, here a version of the remote control image: