Building and strategically sharing a strong before and after photo gallery is one the most effective ways to acquire new plastic surgery patients. After all, it is the final result that matters most to a patient when planning a cosmetic procedure and selecting a surgeon. Quality before and after photos also help to set realistic expectations when consulting with new patients so they know exactly what they should and should not expect from plastic surgery.
There are, however, strategies that need to go into building a quality before and after gallery that will actually drive new patient consultations. Here are a few of our best tips.
Use High-Quality, Consistent Photos
Make sure the quality of the photos matches the quality of your work. Lighting should be bright and clear and should not cast shadows that obscure the results. Do not rely on mere overhead lighting for these photos. Invest in specific lighting that can be angled and set the same for each patient.
Use the same lighting, clean background and camera angles for every patient so that the entire before and after gallery is consistent and appears professional, trustworthy and well put-together.
Include Patient Descriptions and Goals
Always remember to get the consent of your patients and follow HIPAA regulations before taking or sharing before and after photos of them. We recommend also asking each patient if they would permit you to share some non-identifying information, such as their age and specific cosmetic goals, to help new patients better relate to your gallery and find photos of people with similar descriptions and goals as themselves.
Keep Your Gallery Updated with Recent Cases
An outdated gallery can give the impression that your practice isn’t current or active. Aim to regularly update your gallery with new results. This gives prospective patients a look at your latest techniques, technologies and outcomes, and makes your practice appear current or even ahead of trends. If you’ve recently expanded services or introduced a new aesthetic device, for example, be sure to include relevant cases that highlight those offerings.
Make It Easy to Navigate
Before and after galleries should be user-friendly and easy to navigate on various device sizes, such as desktop, tablet and mobile. Organize photos by treatment type so potential patients can easily find what they are looking for. Always clearly label photos so it is very apparent which photo is the “before,” which is the “after” and how much time passed in between.
Share Before and Afters on Social Channels
Don’t let your hard work go unnoticed by limiting your gallery to your website. Before and after photos are among the most engaging types of content on social media and can work especially well for highlighting nonsurgical treatment results. Other more sensitive photos can work well embedded within blog posts or other marketing content.
Want to Stay Ahead in Plastic Surgery Marketing?
Managing a high-quality before and after gallery can take some extra time, resources and expertise, but once you get it right, it can be one of your practice’s best marketing assets. At Olympus Cosmetic Group, we help our elite network of plastic surgery practices streamline these efforts with expert marketing support, proven strategies and the tools they need to attract and convert more patients.
Get in touch today by contacting us online or calling 561-614-8243 to learn more about Olympus Cosmetic Group can help you elevate the growth strategy for your plastic surgery practice.
