• Haleh Allahverdi

Aesthetic Digital Marketing – Building on-line credibility

Before and After Photos

Once the patient visits your website, you need to build credibility that you can safely and effectively perform the services you are offering. You do this with a combination of testimonials and Before & After photos. It is important to begin getting patient testimonials .


With testimonials you want to show your prospective patients that there are people just like them who wanted these procedures and had them done successfully at your practice. Testimonials are one of the most powerful selling tools in your toolbox.

Since aesthetics and weight loss are very visual procedures, it is very important to have actual patient before & after photographs. Nothing communicates the results your patients can expect better than before & after photos.

Using Video to Build Credibility

The latest trend is for the use of Video testimonials.  Why videos? The second largest search engine is YouTube (which Google owns), so if you post your video on your YouTube channel, you get double exposure to potential patients looking for your aesthetic services.

A second way to use video to improve your credibility is to video the procedures you do at the clinic. If you offer Botox, record yourself injecting a patient with Botox and also include the before and after picture in the video. You can do this with every procedure you offer, including: chemical peels, microdermabrasion, Latisse, dermal filler injections and laser hair removal.

4 Credibility Building Tips

  1. Display testimonials from patients who have used your product or service;

  2. Show product ratings and how many people have purchased the item;

  3. Feature the Facebook “like” box showing all the people who have liked your page; and

  4. Show negative testimonials and photos of potential complications – this helps because it increases the credibility of testimonials that are good.

Social Media posting is very important in a practice but it is very time consuming therefore you will want to invest in a Social Media service to post to your platforms.  Outsourcing your Social Media Marketing will help with your practice engagement and is a great ROI.

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