By its very definition, “aesthetics” is linked with the visual, so the imagery you use within your aesthetics practice to showcase your work, market your services or document your treatments matters.
From building trust with patients to complying with data protection regulations, photos are integral to marketing, patient education, and professional development.
In this article, we explore the role of imagery in aesthetics and provide some tips on best practices for its ethical and effective use.
As the saying goes, “a picture paints a thousand words”, and in a highly visual industry like aesthetics, photos serve as a powerful tool to demonstrate outcomes, track patient progress, and educate fellow practitioners and patients.
They are also an important part of documentation and essential with treatments like injectables, should a complaint or claim ever be made against you. So, familiarise yourself with your policy conditions to see what’s required of you when it comes to imagery.
Hamilton Fraser’s founder and CEO, Eddie Hooker, comments, “Under most malpractice policies and indemnity policies, you are required under the terms of the policy to take before and after photos. If a claim or allegation is made against you, and you don’t have those photos, that puts you in breach of your policy condition, so you've got to make sure you have before and after photos.”
Clinics may also want to use imagery for:
Images play a vital role in creating a sense of your clinic’s brand, the results you can achieve and your target demographic. They can be used on your website, in marketing materials such as brochures, and, of course, on social media.
According to a survey conducted by RealSelf, 83% of patients researching cosmetic surgery procedures said they would not consider a practice that doesn’t have a before and after gallery shared on its website.
In terms of social media, photos (and even more so video visual content) enhance engagement and can help attract potential clients. Data shows that social posts with images garner a 650% higher engagement rate. For example, LinkedIn posts with images boast a 98% higher comment rate, and Tweets with visual content receive 150% more retweets than posts without images. Source: Filestage.
However, ethical considerations are crucial, especially when it comes to the use of before and after images on social media. Make sure you:
And it’s not just about before and after photos. You may want to use pictures of yourself, your team, and your clinic on your website and social media. Consider getting professional photographs done to enhance professionalism, especially if you are speaking at conferences or writing for publications, where a professional headshot is far better than a selfie with a filter on it.
If you are using stock imagery, think about who your demographic is and be inclusive. For example, stock images of 20-year-old blond Caucasian women may not resonate with an audience that’s ethnically diverse or if your demographic is over 40. Many clinics fall into the trap of using the same type of imagery, but could you be alienating other potential patients, such as male patients, for example?
On the flip side, clinics should also be aware of the role imagery has to play when it comes to patient expectations.
The widespread use of filters, photo editing software, and airbrushed stock photos in recent years means people are looking at unrealistic images that are unattainable for most people. This trend can result in dissatisfaction, complaints and even claims if expectations are not appropriately managed, posing significant risks to both practitioners and patients.
A growing number of individuals are seeking procedures to mimic their digitally altered images, a phenomenon now referred to as “Snapchat dysmorphia.” According to a report in the US medical journal JAMA Facial Plastic Surgery, such filtered images are “blurring the line between reality and fantasy” and may contribute to body dysmorphic disorder (BDD), a mental health condition where individuals become overly fixated on perceived flaws in their appearance.
It is crucial to avoid editing or filtering before and after photos as it is deceptive and could harm vulnerable individuals.
One way to build and grow your reputation is by contributing to industry publications or journals or speaking at conferences. In these instances, you may want to showcase your work using before and after pictures.
High-quality before and after photos not only demonstrate results but also support transparency in patient communication. But bad quality or inconsistent imagery can have the reverse effect. See our section on taking consistent before and after images below.
To maintain ethical standards:
It’s also worth noting (see our section on consent below for more) that if you are presenting at a conference and a patient has consented for their images to be used for educational purposes and not on social media, you make sure to include a slide and verbally tell the audience not to take photographs of your before and after imagery and post them online.
Many people take pictures and videos throughout presentations, and you don’t want your patient suddenly ending up on someone else’s social media if they have not consented to that. Be vigilant about this. You may also consider disguising the patient’s identity by blocking out the eyes.
Your before and after imagery can be used as a tool to demonstrate the results you can achieve with treatments. Be transparent and don’t just cherry-pick the absolute best results; give patients a realistic overview of the types of results you have achieved.
If you are showing before and after images that come from a manufacturer or supplier, make sure you are upfront about the fact that these are not your results. Never use edited or doctored images to showcase results.
The use of imaging systems can also help record and track results below the surface.
Speaking about the use of imaging systems in the consultation, Nick Miedzianowski-Sinclair, founder of Surface Imaging, commented, “These technologies are transformative – they allow for a detailed analysis of the patient’s skin or body that both the practitioner and patient can review together.
“By providing precise, standardised images, systems like the VISIA and VECTRA allow patients to see a clear, unbiased view of their current condition and potential results. This visual tool helps manage expectations and shows achievable outcomes rather than transformations. It aligns the patient's expectations with what is clinically possible, reducing the risk of dissatisfaction across the continuum of care.”
AI-driven consultation tools are also now coming to the fore offering patients a realistic and personalised preview of potential treatment outcomes. Through advanced imaging technology, AI can simulate before and after visuals, helping patients better understand how specific treatments might enhance their appearance.
Additionally, these tools empower practitioners to effectively communicate treatment plans, manage expectations, and address any concerns before the procedure. However, if you are using these tools, make sure you are not giving patients unrealistic expectations.
Whether you are using them for marketing, social media, or documentation, make sure your before and after images are consistent and not doctored or altered in any way.
Your imagery should be identical, aside from the changes that have taken place due to the treatments.
Make sure you:
Molly comments, “Before and after photos are all stored within the software, so they're all time and date-stamped. They can also be uploaded, so if you've got more of a fancier camera, say, you can take them on that and then upload them from your device, but you can also take them directly from the software as well. We've got a camera plug-in within the software where they can upload photos directly as well.”
Patient consent is non-negotiable when using images for any purpose. As noted in our article on managing patient expectations, clear communication about how images will be used is essential.
If you want to share your patients’ before and after photos publicly, you must obtain explicit consent from them to use those photographs. Sometimes, patients may consent to their images being used for educational purposes but not on social media, so you need to be very specific and keep a clear audit trail.
If you do not have the patient’s consent to use their photograph for that purpose, you are potentially breaching data protection laws and must not use them.
Some best practices include:
Compliance with data protection laws, such as GDPR, is critical when storing patient photos. Failing to properly and securely store images could be breaching patient confidentiality and could be a safeguarding issue if, for example, images are of intimate areas, a real concern with more and more clinics offering treatments for intimate health.
Dr Shirin Lakhani, founder of Elite Aesthetics and women’s health advocate, says, “Safeguarding extends beyond patient interaction – it includes how we handle sensitive data like photos. Our images are stored securely in the system we use, but it doesn’t separate the patient’s facial before and after photos and intimate before and after photos. That means any member of the medical team treating them facially would also be able to see their intimate images. I think this needs to change.”
ANS advises:
Molly comments, “You can’t be keeping sensitive images like patient photos next to pictures of your weekend BBQ on your phone – that's just not safe or professional. Our software makes sure that everything is stored securely on protected servers, everything’s password-protected, and it’s all compliant with data protection laws.”
You should also make sure you have an audit trail tracking who has accessed patient data or photos and when, as part of safeguarding and make sure that patient records are kept for 10 years from the date of treatment, or for minors, at least 10 years after they reach the age of majority.
Mishandling patient images could lead to complaints or legal consequences. We recommend taking swift action if issues arise, and having robust protocols for obtaining consent and secure storage to minimise risks. You can read our article on complaints and claim handling for more.
Imagery is vital for aesthetics practice for everything from marketing and education to record keeping. However, their use comes with responsibilities. By following best practices for consent and storage to ethical use, you can harness the power of imagery while building trust and safeguarding patient rights.
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