How to Capture Before and After Photos of Patients

In today’s result-oriented world, actions speak louder than words, and in the dental world, nothing tells the story of transformation better than a well-captured set of before and after photos of patients.

For dental practices, before-and-after photos are about showcasing real transformation, confidence, and the level of care your practice delivers. Whether it’s a chipped tooth restored, a brightened smile, or full-mouth rehabilitation, patients want to see the possible outcomes before they commit.

That’s the reason why photo galleries are some of the most viewed pages on dental websites. In fact, dental clinics that consistently feature high-quality before-and-after images tend to see better engagement, longer page visits, and higher conversion rates. Why? Because nothing builds credibility like a real result.

In this post, we’ll walk you through how to properly capture, organize, and present before-and-after photos in a way that’s ethical, HIPAA-compliant, and visually compelling.

Why Before and After Photos Are So Important in Dentistry

Visual proof often gets more attention than written reviews or star ratings. That’s because your patients are scrolling for genuine proof and a clear visual representation of how the treatment outcome will look. The best way to deliver this is by posting high-quality before-and-after images in a way that’s both immediate and persuasive.

1. They Build Trust Instantly: Seeing real results from real people helps potential patients visualize their own transformation. It answers the unspoken question, “Can they help someone like me?”

2. They Enhance Case Acceptance: Photos are incredibly effective when used during consultations. A side-by-side image can often say more than a technical explanation ever could.

3. They Strengthen Your Brand: Consistent and professional images across your website and social media help to elevate your clinic’s image. They signal that you care about details and are proud of your work.

4. They Improve SEO and Social Engagement: Google favors original visual content, especially when images are optimized with alt texts and are placed on high-traffic pages. On social media platforms such as Instagram and Facebook, before-and-after posts often receive higher engagement than standard updates.

In short, using before and after photos is the perfect marketing strategy, but only if they’re done correctly.

How to Take Great ‘Before & After’ Pictures For Your Dental Clinic:

This guide provides instructions on mastering before-and-after photography to attract new patients to your dental practice. 

Step 1: Always Begin with Informed Patient Consent

This step is a mandatory and crucial step. Before taking any photos, it’s essential to obtain written and informed consent from your patient. This is both a legal requirement and a practice that protects your clinic and your patient.

What Should a Consent Form Include?

- Clear language explaining the purpose of the photos.

- Specific platforms or materials where the images may be used (e.g., website, social media, printed marketing materials).

- The option to keep the patient’s identity anonymous (i.e., no full-face shots).

- A clause that explains the patient can withdraw consent in the future.

Patients should never feel pressured to allow their images to be used. Make it clear that the choice is theirs and will not affect their treatment in any way.

Use HIPAA-compliant digital signature tools to manage forms efficiently and store them securely in patient records.

Step 2: Choose the Right Equipment

You don’t need a professional photo studio to take excellent clinical photos. What you do need is a setup that ensures consistency, clarity, and correct lighting. Consistency is more important than having fancy tools.

Here are some essentials that you can start with:

- Camera: A DSLR or mirrorless camera with a macro lens offers the best quality. However, newer smartphones (iPhone 14+, Samsung S23+, etc.) with manual focus and portrait mode can also work well when paired with proper lighting.

- Tripod: This helps to keep your angle consistent and avoids blurred and shaky photos.

- Lighting: Use a ring light or soft diffused LED light to eliminate shadows and capture accurate colors.

- Background: Choose a plain and neutral background, such as a white or grey wall. You can also use a roll-up backdrop to minimize distractions.

- Mouth mirrors and cheek retractors are essential for taking intraoral shots.

Step 3: Set Up a Standardized Photography Station

To produce visually comparable images, you will need a specific area where you shoot the photos. A dedicated area for dental photography helps eliminate inconsistencies caused by background noise, poor lighting, or angle variations.

Your photo station should include the following:

- A clean and neutral backdrop (avoid patterns or clinic clutter in the background).

- Pre-set lighting that’s not influenced by window light or overhead fluorescents.

- Floor and chair markers so that patients know where to stand or sit in the same position for each photo.

- A stable tripod or mount that keeps the camera fixed at the same height and angle.

By photographing patients in the same setting, you can ensure that their transformation is showcased correctly without making the background the focus of the picture.

Step 4: Master Standardized Views and Angles

For accurate before and after comparisons, it’s essential to replicate the same viewpoint, distance, and angle across both sets of images.

Extraoral Photography:

- Full-face frontal with a neutral expression.

- Profile view of both left and right sides.

- Smiling frontally in order to highlight aesthetic changes.

Intraoral Photography:

- Frontal bite: teeth should be closed.

- Right and left lateral views.

- Maxillary occlusal (top arch)

- Mandibular occlusal (bottom arch)

Use retractors and mirrors to get clear access and avoid soft tissue obstruction. Take several photos of each view and choose the sharpest, most representative images during editing.

Step 5: Understand the Correct Lighting

Good lighting is the backbone of quality clinical photography. It enhances visibility and ensures accurate color representation (especially for cosmetic procedures) while eliminating unflattering shadows. If using a smartphone, lock the white balance and exposure manually before shooting.

Here are some lighting guidelines:

- Use diffused, white LED lights or ring lights to mimic natural daylight.

- Avoid relying on overhead clinic lighting, as it often creates yellow tones and shadows.

- Make sure the light source is evenly distributed across the subject’s face or mouth.

- Adjust your camera’s white balance to match the light temperature (typically 5500K for daylight).

Step 6: Focus on Technical Precision

In clinical photos, details matter the most. A blurry image not only loses impact but may also appear unprofessional or misleading to prospective clients.

Tips to ensure sharpness in images:

- Use manual focus when possible, especially for close-ups.

- Use higher aperture settings (f/8 to f/16) on DSLRs to achieve a greater depth of field.

- Set your shutter speed high enough to avoid motion blur.

- Take multiple photos to account for blinking or focus errors.

Review each image on a larger screen before finalizing. What appears acceptable on a camera screen may not translate well to a website or print.

Step 7: Edit Cautiously 

Some light editing is acceptable and often necessary to create a polished final image. However, under no circumstances should you manipulate the patient’s appearance to exaggerate results. Patients trust that what they see is real. Over-editing often leads to unrealistic expectations and can damage your reputation.

Here are some of the acceptable edits that you can do in your photos:

- Adjusting brightness or contrast

- Cropping for symmetry

- Straightening the horizon or frame

- Removing background distractions

Following are a few of the unethical edits that you should avoid:

- Whitening teeth digitally

- Altering the shape of teeth or lips

- Removing scars, moles, or natural skin features

- Changing facial symmetry

Step 8: Organize and Store Your Images Securely

You may take dozens of photos per week, but without a proper filing system, it becomes tough to locate or use these photos when needed. Organizing and storing your images will not only protect patient privacy but also ensure efficient access for marketing, presentations, or documentation.

Some of the best practices for organizing and storing images are as follows:

- Create folders by patient name, treatment type, and date.

- Name files in a clear format, such as JaneSmith_Crown_Before_LeftLateral_2025.jpg.

- Store images on a HIPAA-compliant cloud server or an encrypted local system. You can also take help from reputation management services to handle sensitive patient information responsibly.

- Back your files up regularly and restrict access to authorized personnel only.

Step 9: Use Your Photos to Elevate Your Dental Marketing

Once your images are ready, it’s time to leverage them. Before-and-after visuals are among the highest-converting content across all digital platforms. You can use dental social media marketing agencies as well to help repurpose these visuals into consistent brand content while ensuring HIPAA compliance.

Here is where you can use your photos:

- On your website gallery or landing pages

- In Google Business Profile posts, which helps to boost local SEO for dentists

- Across social media platforms like Instagram, Facebook, or YouTube Shorts

- In treatment-specific blog posts or patient case studies

- As part of email marketing campaigns to highlight services

Step 10: Prioritize your Patient’s experiences

Don’t forget that behind every photo stands a real person. Some patients may feel self-conscious or nervous. Your role is to ensure the process is smooth, respectful, and empowering.

Tips for Patient Comfort:

- Explain clearly why photos are being taken and how they help others

- Ensure the space is private and professional

- Allow the patient to review their images

- Keep the tone supportive and positive – celebrate their transformation

A comfortable patient is not only more likely to agree to image use, but they may also become your most prominent advocate through word-of-mouth referrals.

Final Thoughts: Let Your Results Speak for Themselves

Every smile you restore, enhance, or correct is a reflection of your expertise, and documenting that transformation with precision is a valuable part of patient care. When before-and-after photos are captured thoughtfully and ethically, they do more than showcase results; they help patients make informed decisions, reinforce your clinical credibility, and set the tone for your brand’s professionalism.

Developing a consistent, high-quality photography process not only streamlines your workflow but also builds trust with prospective patients who are seeking real and visible outcomes. These images serve as a lasting record of the positive change you help to create every day.

In the end, a great before-and-after photo isn’t just a marketing tool. It’s a story that is told in two frames, highlighting the power of your work and the impact it has on the people you serve.