If there’s one piece of content that has the power to transform your marketing as a clinic, it’s your before and after photos.

They’re not just pretty pictures or a filler post, they’re evidence. The visual representation of your skill, your ethics, and your results. Done well, they can build credibility, attract new business, and show patients what they can expect. So, let’s break down how to take before and after photos that look professional, consistent, and actually drive patient enquiries.

Before and after photos are your clinic’s visual proof of performance. In an industry that’s built on transformation, results matter. Patients are looking for evidence that your treatments deliver what they promise. They want reassurance that they’re in safe, skilled hands. When they see clear, consistent, authentic results, it helps them connect emotionally with your work, and emotionally driven decisions are what convert browsers into bookings.

From a PR standpoint, before and after photos are journalist gold. Publications want real stories, and they want visuals to support them. The combination of strong imagery, an emotional patient journey, and a professional perspective from a qualified practitioner makes for a feature-ready story. (If you want to learn more about turning case studies into press, head to our blog on Writing Press-Worthy Case Studies.)

But here’s the catch, for before and afters to work, they need to be trustworthy. That means no filters, no lighting tricks, and no digital enhancements. Authenticity is the foundation of credibility. 

The biggest giveaway of an unprofessional before and after photo is inconsistency. Different lighting, angles, or positioning can completely distort how results appear. To maintain credibility, your goal is to ensure both photos are identical in every technical aspect so that the only difference visible is the treatment outcome.

Lighting is everything. Avoid natural light if it changes throughout the day. Instead, use a professional ring light or LED panel for even, flattering illumination. The light should face your subject directly to eliminate shadows and highlight skin texture and tone accurately.

Your background should be plain, clean, and consistent. White, light grey, or a neutral pastel tone works best as it keeps the focus on your patient. Avoid decorative backdrops, busy clinic branding, or equipment in view.

Positioning matters too. Use floor markers or a photography chair so the patient stands or sits in the exact same place each time, and keep your camera at the same distance and height.

We recommend taking five core angles for every patient: front-on, 45° and 90° for both the left profile, and right profile. For certain treatments (like cheek filler or jawline contouring), a three-quarter angle helps show the result more naturally.

And most importantly, maintain a neutral facial expression. Smiling, frowning, or tilting the head can completely change perceived results. You’re not taking a pic for their personal Instagram, you’re documenting evidence.

But let’s rewind a sec. Before you even think about taking a photo, let’s talk about compliance and consent. In the aesthetics industry, patient photography falls under GDPR and ASA (Advertising Standards Authority) guidelines. This means you need explicit, written consent before sharing any identifiable imagery online, in print, or in press. This consent should be fully informed- your patient needs to know exactly where and how their images will be used, from your website and social media channels to PR features or training materials.

At Quirky Frog, we provide our clients with professional, legally compliant consent templates that protect both the clinic and the patient. We always advise getting consent signed on or before the day of the treatment, when the patient is fully informed and relaxed. And remember: consent can be withdrawn at any time. Respecting this is not just good practice; it’s good ethics.

You don’t need a photography degree or a studio to capture professional images, but you do need a process.

Use a high-resolution camera or a recent smartphone with manual focus. Avoid filters or portrait modes that blur imperfections. For medical aesthetics, clarity is credibility. If you’re shooting with your phone, keep it steady, a tripod or stand makes a huge difference. Set your camera to the same position and distance for every patient. Leave the tripod in the same place if necessary.

Editing should be minimal and limited to cropping or adjusting exposure for consistency. Never alter skin tone, remove redness, or retouch imperfections. Adding your clinic watermark or logo is a smart move as it protects your content and reinforces brand recognition. Just make sure it’s discreet and doesn’t obscure key results.

So, how do you work this into your strategy? A before and after photo without context is just an image. A before and after with a story becomes powerful marketing. Patients want to understand what treatment was performed, why, and what results to expect. Pair your photos with educational captions that add value and transparency. For example:

“Mid-face rejuvenation using 2ml of dermal filler to restore cheek volume and lift. Results shown four weeks post-treatment.”

This simple addition provides context, sets realistic expectations, and subtly reinforces your expertise.

When appropriate, include a short narrative about the patient’s journey (with consent). Maybe they wanted to restore confidence after weight loss or soften tired features before a milestone event. These small human details create emotional resonance and emotion drives engagement.

To learn more about using emotional storytelling in your marketing, check out our piece on The Role of Storytelling in Modern Marketing.

Even the best clinics make small mistakes that compromise their before and afters. Here are a few to keep front of mind and avoid:

First, never take the “after” photo immediately after treatment. Swelling, redness, or bruising can misrepresent the final result. Wait until the optimal time for healing or settling, usually two to four weeks, depending on the procedure. If they’re a regular patient, set a reminder to take the afters at their next appointment. If not, it’s wise to plan a follow-up anyway, so take them then.  

Second, never apply makeup for the “after” photo if there was none in the “before.” It may look more polished, but it undermines credibility. The same goes for lighting, your goal is fairness, not flattery.

Third, avoid exaggerating results through angles or facial expression. A tilted chin, raised brow, or better posture can change everything. You might think it’s subtle, but patients are digging deep when looking for someone to trust with their face. They will pick up on any obvious adjustments to better the results. 

And finally, don’t overload your followers with endless before and afters. They’re powerful, but they should be balanced with education, personality, and storytelling. A feed full of faces can feel repetitive- use these images strategically, not excessively.

So, to summarise, when done correctly, before and after imagery isn’t just aesthetic- it’s strategic.

On your website, these visuals can anchor treatment landing pages, boost SEO, and improve dwell time. Pair them with detailed treatment descriptions, keywords like non-surgical facelift, dermal filler rejuvenation, or skin tightening results, and a strong call to action. For example:

“See what’s possible. Book your consultation today and start your transformation.”

On social media, they build trust. Use Instagram carousels or reels to showcase subtle transformations, with captions that educate and not just impress.  For PR they make journalists pay attention and direct them to who they can trust. Before and after imagery paired with a compelling patient story is exactly what editors look for when covering trends or case studies in publications.

To learn how to leverage PR alongside your social strategy, explore our blog How PR Can Improve Your Social Media.

At Quirky Frog, we help clinics structure their quarterly content planning around their treatment calendar, ensuring every before and after is documented, stored securely, and ready to use across multiple campaigns. By building a bank of these visuals you can streamline your marketing workflow, save time, and ensure you never run out of high-quality, compliant content.

In medical aesthetics, visuals aren’t vanity, they’re validation. Before and after photos are the backbone of ethical marketing. They show transparency, deliver evidence, and celebrate your skill. But the key is doing them right. That means taking them consistently, ethically, and strategically with patient consent, accurate context, and a clear visual standard.

They don’t just tell the story of transformation for your patient. They tell the story of who you are as a practitioner; credible, careful, and committed to results that speak for themselves.
If you’d like to elevate your clinic’s content and turn your results into strategic marketing assets, get in touch with Quirky Frog. Our team helps medical aesthetics professionals build trust, visibility, and conversion through storytelling that’s as real as the results they deliver.