As the sayings go: “You never get a second chance to make a first impression” and, “A picture is worth 1,000 words.” In an industry based on outward appearance, where patient satisfaction is the indicator of success, the role of imaging cannot be understated or underestimated. Yet so many aesthetic physicians and practices fail on what should be an all-important “one-inch putt” when they do not follow basics for good before-and-after (B&A) photos, or try to oversell patients using flashy tools without knowing the how, what and why.
Imaging is all about accurately capturing what can and cannot be seen and analyzing it, or framing it, in a useful manner. To the practitioner, this information can be revealing; to the patient, enlightening; to your staff, sensational and educational.Putting Your Images to Work
Erica Crawford, president at Influx Marketing (Los Angeles, Calif.), has guided physicians around the U.S. on how to put their best image, and images, to work for them. “For social media and practice websites, we collect data on what is most visited and most viewed. The single most visited and viewed page is the gallery, across the board,” she reported.
“Patients might run into your work on social media or use a search engine to find your website, she continued. “They will check reviews and examine your credentials, but they seek out pictures. You will be judged by the quality of your images and the results they demonstrate. Diversity of procedures, as well as ethnicity within your portfolio, are important because you want patients to identify with what they see. It is key to the decision-making process.”
While using social media to display your work can really help boost your practice, great caution must be taken, Ms. Crawford warned. “First, HIPAA regulations must be followed, and some photos such as those of genitalia cannot be posted, obviously,” she explained.This is a sample article from The Aesthetic Guide.Become a free member of the AMS to access all digital issues.Continue reading here: The Aesthetic Guide#BusinessandPracticeManagement