Tag Archives: before and after photos

Keep Calm and Show Photos

Everyone loves a good before and after photo, from kitchens, to cars to plastic surgery. It’s really fun to see the transformation.

before after

Many practices overlook the impact these photos have on the consultation experience. Photos play a starring role in your marketing and sales management processes; our data shows a 26% increase in same day scheduling rates when they patients find the before and after pictures useful.

But patients take notice when photos are missing, as evidenced by this recent review: review-1

Does this office use before and after photos during consults? Yes.
Were they available to the patient? Yes.
Was there something different about this particular consult day? Perhaps.
Was there a change in staff involvement in the consultation? Possibly.

In this case, a 4 star review provides a clear opportunity to increase treatment or surgical volume. RealPatientRatings survey data helped the practice gain insight to the areas of greatest opportunity to improve patient satisfaction, and with it the corresponding increases in conversions and revenue.

It’s a challenge to provide a consistent consult experience, but you can save the show regardless of the players involved by using a standardized process that produce more consistent results. Surveys and reviews provide practices with the opportunity to validate your service delivery model and ensure you are focusing on what’s most important to your patients.

Patients have been very vocal related to the usefulness of before and after photography in their decision-making process. Our results from surveying more than 80,000 patients shows a 26% increase in same day conversion rates when patients find the before and after pictures useful.

same day conversion

Managing the process delivers predictable results

Before and after pictures should be shown to patients so that they can visualize their potential results. When before & after photos are thoughtfully presented during consult, you help your prospective patient by personalizing the experience and differentiating your practice.

Ideally, at the end of the consult, your use of photos helps patients validate their personal goals and move more confidently toward a buying decision


Best practice standards for before and after photography are as follows:

  • Have a large variety of results
  • Tell a story with each example, make sure the pictures are labeled
  • Organize your photography by procedure and within the procedure by size, gender
  • Continually update your photography
  • Considering using technology such as 2D or 3D options
  • More is more, there is no such thing as too many before & after photos

Every practice has a process that they think is being implemented on a daily basis. The value of feedback and reviews is that you can quickly determine if your process is being executed and more importantly, how effective that process is in the eyes of your patients.

How many reviews are enough?

How many reviews is enough?Some say having a few long reviews is better than frequent, short reviews. If your patient was only to read a single review, there’s no question that a long, detailed review would have more impact on their opinion.

But that’s not what they do! They don’t just read one review… they explore every corner of the Internet in search of qualitative information.

Don’t discount the power of quantity and frequency in your quest for length.

Consider these assumptions consumers make while researching potential plastic surgeons:

1) “If there aren’t very many before and after photos to look at, the surgeon hasn’t done very many of these procedures and must not be very good at it.”

Even if only subconscious, a website with only a few photos to display suggests a surgeon who hasn’t done much surgery.

Do you do 100 cases each year? 300 cases? Even more? Your website should reflect the volume… if you do hundreds of cases each year, it should be reflected by the number of photos that appear on your website.

2) “If there aren’t very many reviews to read, the surgeon probably isn’t busy and doesn’t see many patients.”

We think consumers would be startled to see how many patients a plastic surgeon actually sees. Consistent patient feedback published over time presents an accurate and believable long-term view of your practice’s commitment to quality.

3) “If there are no ratings, the reviews were probably edited to only show the good ones.”

Ratings are the “secret sauce” to making reviews believable. You can have hundreds of reviews, but without a rating and a total number of respondents included, there isn’t enough quantitative information to give your consumer the confidence needed to make a decision.

Practices with hundreds of reviews from patients contributed over a long period of time are converting more web visitors faster, because the quality of their services is so powerfully demonstrated by the combination of reviews and ratings.

Our advice? The best strategy is to do both. Combine your efforts to acquire long reviews with a method of generating frequent reviews, and don’t forget to include the ratings.