How to Get Patient Consent to Use Their Before & After Photos

Obtaining Patient Consent to Use Before & After Photos for Surgeon & Clinic Marketing

Getting patients to consent to the use of their before-and-after photos for clinic and surgeon marketing purposes in an aesthetic surgery clinic requires a strategic and ethical approach. The goal is to make patients feel respected, valued, and always in control — while also demonstrating the benefits of photo sharing for other potential patients considering treatment.

Medical Research* has shown that potential new aesthetic patients only want to see two things when choosing a surgeon – Before & After Photos and Online Reviews. Delivering a great patient experience, asking for reviews and obtaining consented B/A photos is an essential strategy for practice growth. You need to make it part of your clinic culture – not just an occasional effort.

Here’s a proven framework of what to say, what to do, and create systems to encourage patient consent of photos.

1. Set the Tone Early in their Patient Journey

Actions:

• Introduce the concept of marketing photos at the first consult or pre-consult call.
• Include a soft mention in your welcome email or patient guide, such as:
  “Some of our patients generously allow us to share their before-and-after results to help others — this is always optional.”

What to Say:

• “Many of our patients like to ‘pay it forward’ by allowing us to use their before-and-after photos to help others feel confident about their choices. There’s absolutely no pressure — but if you’d like to help others see what’s possible, we’d be honoured.”

2. Use a Friendly, Respectful Consent Form

Actions:

• Create a standalone, easy-to-read Photo Consent Form (not buried inside the surgical consent).
• Offer multiple levels of consent:
  • Internal education use only (in rooms)
  • Use on clinic website (de-identified)
  • Use on social media and web marketing (with/without face)
  • Full use with name/story (rare but very powerful)

What to Say:

• “You can choose how your images are used — some patients prefer to be anonymous, others are happy to share more of their story. You’re in full control.”

3. Make It Feel Like a Win/Win for the Patient

Actions:

• Frame it as a way to celebrate their surgical transformation.
• Offer a thank-you gesture (ethically compliant):
  • Free skin treatment
  • Small gift (be compliant with regulations – under $100, not a discount on medical treatment)
  • Entry into a photo-sharing spotlight (e.g., “Real Results” patient gallery)

What to Say:

• “We’d love to feature your amazing result in our Real Results gallery. If you’re open to it, we offer a small thank-you gift and we’ll make sure your privacy is respected.”

4. Build Trust Through Transparency

Actions:

• Show examples of how others have shared their results.
• Highlight privacy measures:
  • Blurring of tattoos/faces
  • No names unless given written permission
  • Right to revoke consent anytime

What to Say:

• “Here’s how others have shared their photos. You’ll see that we always protect your identity unless you want to be featured. And you can change your mind at any time.”

5. Ask at the Right Time — When They Feel Confident

Best Times to Ask:

• At the final post-op follow-up (3–6 months)
• After giving a glowing testimonial or review
• When they volunteer how happy they are

What to Say:

• “You look fantastic — would you be open to letting us share your before-and-after photo to help inspire others? We’d keep it respectful and private, unless you want to be named.”

6. Systemise your Consent Request Process

Actions:

• Create a checklist for team members:
  “Ask for photo consent at 6-week post-op if patient is visibly happy.”
• Add consent questions in follow-up forms or satisfaction surveys.
• Use digital e-sign systems like Jotform or PracticeHub for easy consent capture.

Suggested Workflow:

• Nurse/consultant confirms interest →
• Consent form presented on iPad or via SMS/email →
• Optional thank-you gift offered →
• Photos securely tagged as “approved for marketing”

7. Use a Scripted Template for Team Training

Train staff to use these key phrases naturally:

• “You’ve had such an amazing transformation — we’d love to include you in our Real Results gallery if you’re comfortable.”
• “We’re very discreet with photo use. You can choose whether your face shows, and it’s never shared without your permission.”
• “Some patients enjoy being part of our ‘patient spotlight’ — where we share stories to inspire others. Would you like more info about that?”

8. Stay Compliant with Local Regulations

In Australia (AHPRA/TGA):

• No inducements for surgery photos
• No use of paid influencers
• Must not be misleading — real patient results only
• Consent must be documented and revocable

In USA (HIPAA):

• Written authorization required for marketing use
• Must specify what info will be shared and with whom

In UK (GMC/CQC):

• Informed, written consent is essential
• Patients must understand how and where images will appear

Summary: 7 Strategies to Get More Consented Photos

1. Normalize the request from the beginning of the journey.
2. Make it optional but appreciated — with no pressure.
3. Use layered consent with de-identified and full options.
4. Offer a feel-good reason for sharing their results.
5. Be clear and transparent about usage and revocation.
6. Time your ask wisely — when they’re happiest.
7. Systemise the process with trained staff and tools.

Create a Patient Flyer about Phot Consents & Sharing

Here’s patient-friendly, professional wording for a flyer to encourage cosmetic and aesthetic patients to consent to the use of their before-and-after photos for marketing. The tone is respectful, caring and warm.

Help Others Feel More Confident — Share Your Transformation Story

Your personal journey could inspire someone else to take their first step toward greater confidence.

Many of our patients generously allow us to share their before-and-after photos or stories — either anonymously or with their full consent — to show what’s possible.

If you’re open to sharing your results, we’d love to include you in our:

• Real Patient Gallery on our website
• Social media posts (anonymised if you prefer)
• Educational materials to help others

You’re always in control of what’s shared and how.
You can choose:

• To stay anonymous
• To hide your face or identifying features
• Whether your story is shared online, in print, or both

There’s no pressure — only appreciation.

Thank-You From Us:

• As a small token of thanks, we offer a complimentary gift or reward for patients who consent to photo use (Stay compliant with local regulations).

Interested in Sharing?

Please speak with our team today or scan the QR code to learn more and complete our simple consent form.

[Insert QR code or shortlink to online form]

Let your transformation help light the way for someone else.

Footer:

All images are used with full written patient consent.
You can change your mind at any time.

[Practice Name & Logo]
[Contact Info & Website]

Medical References

Articles – What do Patients want to see when choosing a surgeon? – Patient Study

• Wu C Hultman CS Diegidio P et al.  . What do our patients truly want? Conjoint analysis of an aesthetic plastic surgery practice using internet crowdsourcing. Aesthetic Surgery Journal 2017;Vol 37 Issue1 :Pages 105–118. https://academic.oup.com/asj/article/37/1/119/2454775
• Commentary on: What Do Our Patients Truly Want? Conjoint Analysis of an Aesthetic Plastic Surgery Practice Using Internet Crowdsourcing by Marie Olesen Aesthetic Surgery Journal 2017 , Volume 37, Issue 1, Pages 119–121, https://doi.org/10.1093/asj/sjw205

 

Further SPE Reading

• How to Create the Best Before & After Photos