They make successes visible, create trust and are a powerful tool for your practice marketing as a dentist or orthodontist: before and after pictures. Because, as the saying goes, a picture is worth a thousand words. In the field of aesthetics, comparative images present the results of your competent and precise work and emphasise your professional expertise. without long explanations and complicated technical terms.
The legal situation has also eased in recent years: advertising with before-and-after images is now also permitted in dentistry and orthodontics. The legal basis is § Section 11 of the Therapeutic Products Advertising Act (HWG). Accordingly, the pictorial representation of changes to the human body is permitted, provided that this is not done in an abusive, repulsive or misleading manner. [1]
Why are before and after pictures so valuable for dentists?
Patients often make a very emotional decision in favour of a practice or treatment - and this is exactly where before and after pictures come in. They show at a glance the results that professional dental or orthodontic treatment can lead to. Especially in the case of upcoming complex, demanding and expensive treatments (which they may have to finance themselves to a large extent), patients want reassurance and can be convinced by authentic images.
Without many words, before and after pictures from your own practice can
- Emphasise your competence,
- Create trust,
- Manage expectations,
- enrich your website and your social media presence,
- in the before and after portal jadento.de reach a broad audience,
- Promote word of mouth,
- support counselling sessions in your practice,
- Underline your specialisation.
What do you need to consider in advance?
It is essential to obtain written consent!
Written and GDPR-compliant consent is essential for the publication of patient images. Be sure to obtain this, before you take the photos. It is advisable to clarify this as part of the initial anamnesis - e.g. by enclosing a corresponding consent form with the anamnesis form.
The consent should specify exactly where and how the images may be used (e.g. website, social media, jadento.de portal, etc.). Consent should also be revocable at any time. The practice must ensure that no sensitive patient data is published without express consent.
You can download a free sample form (as a version for adults and children) here:
What makes good before and after pictures?
You should pay attention to this as a dentist and orthodontist
To ensure that your images look authentic and professional and realise their full potential, you should consider a few important aspects:
Firstly: Protect the personality of your patients
Only photograph the mouth area or part of the mouth of your patients. This makes it very difficult or impossible to identify them.
1. uniformity in perspective and lighting
Nothing disturbs the before and after effect more than different image sections or changing lighting conditions. Therefore, make sure that the section, camera angle and lighting are identical. Only then will the images be meaningful in direct comparison.
It is best to position the camera so that it is parallel to the tooth surface. Ensure that the light is even - using your camera's flash if necessary.
Examples of possible camera settings can be found here:
https://de.canon.ch/
2. high image quality for a clear display
Use a high-quality camera or a good smartphone with a high resolution. Blurred or poorly exposed images look unprofessional and reduce the impact. After each shot, check whether the detail and quality of the shot are correct: Are the desired teeth in focus? Is the exposure set correctly? If necessary, correct the position and/or settings of the camera accordingly.
3. subtle post-processing of your intraoral images
Depending on the camera used, you can post-process your images. However, this should only be done discreetly so as not to jeopardise authenticity. Exaggerated filters and effects work against a realistic image and diminish the trust of potential patients.
You can edit pictures that you have taken with your smartphone directly in the photo gallery. There are usually tools to adjust the image section, contrast and exposure. If you take photos with an intraoral camera or SLR camera, it is best to select the RAW format so that you can optimise the photos in an image editing program. To protect the images from unauthorised use, you can add your practice name or logo.
Conclusion: Before and after images for visual storytelling
Before and after pictures are far more than just nice illustrations for the patient file - they are a perfect marketing tool that impressively emphasises your expertise as a dentist or orthodontist - regardless of subjective reviews and ratings on Google, Jameda and the like.
Before and after pictures are perfect for attracting patients for aesthetic treatments such as veneers, bleaching, loose or fixed braces and dentures in any form. Patients see themselves as customers, especially when it comes to such services, which they usually have to pay for in full or at least in part themselves, and therefore invest a lot of time in choosing the "right" practice.
With the right technique, a consistent style and strategic use (e.g. sharing images on jadento, the Dentist search with before and after pictures) you can present your practice even more successfully and attract new patients.
Picture: www.giphy.com
Sources:
[1] Medical advertising law: Before and after images, accessed on 03/02/2025, 11:52: www.aerzteblatt.de
Do you need support?
We have been making practices throughout Germany fit for the future since 2012. We ensure a contemporary presence (online and offline), optimal search engine discoverability and implement new technologies (such as video consultations or online appointment booking) in everyday practice life and on your website. We also advise doctors on new trends and the extent to which these can be utilised for their own practice. Practice marketing can be utilised.
You are welcome to contact usif we can advise and support you with the introduction of video consultations or general practice digitalisation. If you would like to make an appointment directly for a free initial consultation (as part of a video conference or on site at one of our agencies), you can find the booking options here:
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