As pediatric therapists, you know more than most the therapeutic value of images.
You also don’t need a marketing MBA to know images—both videos and photos—make marketing materials, like your website, more appealing.
But using images in marketing runs deeper than keeping up appearances. Studies show that people generally remember pictures far more than words. And, since “seeing is believing,” they also prefer visual information to written text because it inspires trust.
What are the rules and best practices specific to pediatric practices? Where to begin?
You’ll find the answers, some recommendations and tons of examples in this simple guide for pediatric practices. It’s based on Uplift’s deep marketing expertise and years of experience working with pediatric practice owners. Use it to get started and build from there, as time and resources allow.
How Photos and Videos Bring Your Practice to Life
Visual elements like photos and videos have three qualities that will make your marketing pop:
1. Attract Attention
There’s nothing like a striking photo to stop someone in their tracks! Take this example from legendary carmaker Porsche’s homepage. This real-life image celebrating the company’s victory at a major racecar competition pulls you right in and makes you want to know more:

2. Instantly Convey Concepts
Images readily communicate ideas far more rapidly than words. Photos of kids on a pediatric website’s homepage, for instance, immediately say “we treat kids.”
Photos and videos can also help communicate your practice brand or “personality.” Take this iPhone image below which appears on Apple’s website homepage. There’s very little text here yet you immediately get the idea of a sleek, state-of-the-art product in design and technology—both well-known Apple brand attributes:

3. Aid Understanding
As pediatric therapists know, images such as photos and videos are highly effective learning aids. This is as true in marketing as it is in treatment. In fact, a survey of video marketers shows that video helps increase user understanding of products or services.
Clearly video and images will only enhance your marketing efforts. But what types should you use and how? We’ll look at photos first.
Use Photos to Showcase Your Practice
When it comes to first impressions, photos outpace videos simply because they’re so easily seen. A video has to be watched while a still image can’t help but be seen.
Combined with well-written copy, photos can present a rich way to showcase your practice. Here are the types of photos we recommend:
1. Eye-Catching Hero Images Grab Attention
A “hero image” is a striking photo at the top of a homepage or other webpage. Like the hero of a story, it’s meant to attract attention, spark interest and create a positive emotional connection.
Here’s a homepage hero image from Kindred Pediatric Therapy, an Uplift client. Just looking at it suggests this practice loves kids and takes good care of them.

Though this image has a real-life feel, it’s a stock photo. We urge clients to use only high-quality real-life or stock photos for hero images because they are so prominent. Flaws would be easily magnified so better to avoid them.
Hero images are ideal on your:
- Website homepage to engage attention
- Service-related webpages to acquaint caregivers with the practice
- Blog articles to illustrate points
Social media page banners to reflect the personality of the practice (like our client Kindred Pediatric Therapy’s Facebook page below . . .)

2. Owner and Staff Photos Inspire Trust
We sometimes encounter pediatric practice websites that display the owner’s bio but not their photo. This is a bit of a marketing “no-no” as it undermines trust in the practice. By survey, genuine photos of practice owners are for more effective at inspiring trust than no photo at all:

How about staff photos? Most pediatric practice sites have an “Our Team”-type webpage with names, credentials and photos of their clinical staff. Like owner photos, these, too, inspire trust. If you have turnover, though, using staff photos can be a hassle because you have to keep them updated. But adding that task to your hiring process will make it routine.
Pro shots of the practice owner and staff would be nice but aren’t required. After all, pro shots of 10 or more staff can be costly. These shots can be done inhouse which we will cover later in this guide.
For pediatric practices, we recommend these uses of owner and staff images:
- Meet the Owner Webpage to inspire trust
- Meet the Staff Webpage to inspire trust and for caregivers to look up therapists’ bios
- Social Media Profiles to make the owner and staff approachable
- Email Signatures to make the owner and staff more familiar
3. Testimonial Photos Add Credibility
Including caregiver photos with their testimonials punches up authenticity and credibility. Though not officially a testimonial, posting pix of kiddos celebrating a milestone with their parents or therapists is a powerful way to showcase your practice’s expertise. Check out these examples from Uplift client Building Futures’ Facebook page:


There are nearly infinite uses for types of these “feel good” images. Add them to your:
- Website homepage, service-related pages, about page and on a dedicated testimonials page along with any video testimonials you have
- Social media pages, spaced out one at a time
- Emails and email newsletters to reactivate clients
As always, be sure to observe all local, state and HIPAA regulations including getting necessary releases signed.
4. “Behind-the-Scenes” Photos Give a Sneak Peek
Behind-the-scenes photos connect people to your practice by giving them an insider’s view. They foster a feeling of inclusion and familiarity and are strictly DIY. In other words, grab an iPhone and shoot when something special is happening. The image below posted on Kindred Pediatric’s Facebook page, for instance, shows the staff and a patient having some therapeutic fun:

The example below shows Carrico Pediatric Therapy staff dressed as cowgirls at the Peds-A-Palooza™ Pediatric Practice Owners Conference in Dallas:

Behind-the-scenes photos aren’t restricted to social media. Here’s how we used real-life behind-the-scenes clinic shots to personalize the Physical Therapy 4 Kids website:

You can make liberal use of these images on your:
- Social media accounts to build a connection to your practice
- Job platforms to illustrate the work culture and core values
- Email newsletters to remind clients of your family-like practice environment
If the images are high-quality, you can also use them on your website on the About page, service-related pages or a “Tour Our Clinic” page.
Use Videos to Tell Your Practice Story
Online video popularity is staggering. YouTube, for instance, the well-known video-only platform, is the second most-visited site on all of the web, right behind Google. It’s no wonder then that consumers want to see more videos from brands:

While video creation requires more effort, 93% of marketers report video yields a “good” return on investment:

Source: Wyzowl’s “Video Marketing Statistics 2025”
There are many types of marketing videos, ranging from simple ones you can shoot with an iPhone to highly polished professional videos. Each is needed; each has its place.
1. Welcome Videos Quickly Introduce Your Practice
Just as the name implies, a “welcome video” introduces caregivers, referral sources and jobseekers to your practice and services. It’s a fast, effective and intimate way to connect to others.
Here’s a welcome video we created for our longtime client Rebound Physical Therapy. It not only introduces the viewer to the practice, its offerings and facilities, it includes footage of the practice owner and founder, Paul Silovksy, Rebound clinical staff and glowing client testimonials:
Because welcome videos are meant to depict the practice’s brand, we always recommend they be professionally produced for polished presentation.
You can use your welcome video on your:
- Website homepage to immediately connect with site visitors
- Employer profiles on job platforms like Indeed to showcase the practice and its culture
- Marketing emails and newsletters to introduce your practice and drive visitors to your site (to watch the video)
- Social media accounts so followers know what your practice is all about.
2. Vlogs (Video Blogs) Position You as an Expert
A “vlog” is a blog in video format used to connect one-on-one with families and share valuable knowledge to help them with their kids. These informal videos not only provide guidance, they establish you as an industry expert and increase your online presence.
You can shoot vlogs yourself and send the footage to a video editor to edit into an easy-to-follow clip. Vlogs can vary in length; our experience is that videos three-to-six minutes in length are most engaging.
As an example, here’s a vlog we created for Peds-A-Palooza™ Community & Conferences featuring Diane Crecelius, PT and Founder of ABC Pediatric Therapy Network. Diane is a frequent keynote speaker at Peds-A-Palooza™ conferences and a presenter on their bimonthly webinars. Her vlogs are packed with practical advice from someone who’s “been there, done that” in the pediatric private practice sector:
Here’s how to put vlogs to good use:
- Publish on your website to build an invaluable knowledge center for caregivers
- Email to your client base to alert them to the new vlog. At Uplift, we do this in an email newsletter with special offers and info on our services.
- Post to social media with a short message to build a following for your practice.
3. Testimonial Videos Illustrate Real-World Results
We all know positive customer reviews influence an individual’s decision to do business with a company. While text-based reviews are critical, video reviews pack an extra punch—they’re more engaging and credible. Per a consumer survey:
- 79% of consumers have watched a video testimonial to find out more about a company or service
- 77% who’ve watched a video testimonial say it influenced them to buy a product or service
- 42% say testimonial videos are effective because they showcase an actual person and help the viewer understand the story
Here’s a powerful testimonial video from Peds-A-Palooza™ Community & Conferences, a management consulting group and a dear client of ours:
The Peds-A-Palooza™ testimonial video was professionally shot at a conference which was attended by several of its group members. If your budget allows for a professional shoot, you can schedule several clients to come to the practice that day for your video. On the other hand, if a pro shoot isn’t financially feasible, you can have these testimonial videos shot by you or your staff as clients are available.
Here’s how video testimonials can be used in your marketing:
- Post to your website homepage, service-related pages or about page; also display them all on a dedicated testimonials webpage
- Add to social media profiles to let followers know how gratifying it is to help your community
- Include in marketing newsletters to your email list to keep your practice top-of-mind among clients
4. Social Media Clips Convey Authenticity
Social media is an effective way to personally connect with caregivers and build a practice following.
Keep in mind that social media is social. You’re talking to people with your posts, and they’re responding with their comments, emojis or sharing your posts.
Also note that the majority of social media users find short videos—15 to 90 seconds long—the most engaging type of post. Not only that, they prefer authenticity over polish in their video posts. That’s all good news because short, informal clips are so easy for you or your staff to shoot. Here are some examples from various pediatric practice Facebook pages:
Here are some other social media video ideas for you:
- Clinicians working with happy kiddos
- Therapists giving helpful advice and tips to caregivers
- Staff having fun, e.g., in Halloween costumes or at a birthday lunch
- Special events like an in-clinic workshop or a community fair
No matter what you post, keep it real!
How to Get Photos and Videos for Your Practice Marketing
Now that we’ve covered the videos and photos you might need, figuring out how to get them is next. Fortunately, there are really only three options:
- Hire a pro
- Shoot them yourself
- Buy stock photos and videos
So how do you know when to go pro and when to DIY?
When You Need to Elevate Your Brand, Go Pro
When you need to communicate professionalism and clinical excellence, you’ve got to go pro. Let’s take your practice website as an example: 76% of prospective new clients will search for your site before ever walking through your front door. That means your site is actually your online “brand ambassador”—it’s got to make a great first impression!
Use a professional to shoot your welcome video, client testimonials, still images of your facilities and even treatment sessions. The still images can also be used in brochures, flyers and other marketing materials. This is imagery that represents your brand and its perceived value to caregivers and referral sources.The maxim here is “when quality counts, go pro!”
How to Hire a Pro
If you’ve ever hired a photographer for a wedding or other special event, you pretty much know what’s involved:
- Find a photographer/videographer whose work you love: Search online or get personal recommendations for professionals in your area. If you’re in a rural area, your options may be limited. Regardless, make sure you get several names and then plow through their portfolios looking for work that you love.
- Check online reviews: When you’ve narrowed down your choices, check each person’s reviews and your local Better Business Bureau.
- Reach out for terms and pricing: Make contact and ask for pricing and a sample agreement you will be asked to sign. We recommend running it by your legal advisor.
- Seal the deal: When you’re satisfied you’ve found a pro that fits your needs, close the deal and start working with your photographer.
When You Need Personal Connection, DIY
You’ll be happy to know that informal, DIY photos and videos are ideal for most of your practice marketing needs. People actually prefer marketing videos that are authentic over polished. That means getting started won’t be very complicated: all you need is an iPhone (or comparable), a little planning and you’re ready to shoot!
How to Shoot DIY Pictures and Videos
Although DIY images are meant to be spontaneous, a little planning will make the process more efficient without sacrificing spontaneity. Let’s say you’d like to add some clips mentioned in this guide to your social media pages. You might take a photo of a kiddo making a milestone, a video of a therapist treating someone or one of yourself giving some tips. Make a list, handle whatever logistics are needed and shoot.
Here are general guidelines for shooting DIY clips and photos:
- Choose an uncluttered yet engaging background: Choose a background that fits with your message and creates interest. For instance, if you’re shooting a therapist giving tips on picky eaters, the feeding therapy area could be in the background—just make sure it’s not a distracting clutter. Minimally, be aware of the backdrop of your shoot.
- Light from the front: If possible, shoot outdoors or in well-lit areas and keep the light source in front of you or the subject.
- Check the focus: Make sure your subject is in focus. It’s okay to have a blurry background, but the subject should be crisp and clear.
- Be aware of background noise: We tend to tune out background noise after a fashion. Be mindful of any disruptive noise and shoot around it.
- Use steady hands: Hold the phone with both hands for steady shooting. If possible, use a tripod.
- Don’t overthink it: Go with your gut on what makes a unique or engaging shot.
- Make edits: Photo and video editing apps plus social media apps allow you to trim unwanted footage, add music, onscreen text, emojis and graphics. Minor editing can make all the difference in a punchy clip or a boring one with errors and needless footage.
- Get feedback: Before deploying your pics/video clips, ask for feedback from others in your practice. Sometimes a fresh pair of eyes helps spot embarrassing goofs.
Self-Assessment Questionnaire
Now that you’re in the know when it comes to marketing photos and videos, let’s see how yours measure up. Take a quick look through your practice website and social media pages and complete this short questionnaire:
- Is there a striking hero image on the top portion of your website’s homepage?
- Does your site have a “welcome video” on the homepage?
- Does your site make excessive use of stock photos giving your practice a generic feel?
- Does your website have fuzzy, out-of-focus photos or videos?
- Is the practice owner identified on the site with their photo?
- Do you publish vlogs on your website?
- Are there very few, if any, real-life video clips on your practice social media pages?
- Are there very few, if any, client testimonial clips on your website and/or social media pages?
Now triage the results of your survey, making a list of marketing videos and pics you’d like to add or change, with the most important up top. If you have a marketing coordinator, pass the list to them to handle as time and resources allow. If you don’t have a marketing coordinator, maybe it’s time to free yourself up and give someone else that job.
Conclusion
We’ve covered a lot of ground here, that’s for sure. And while upgrading your practice marketing imagery could take some work, it’s well worth it in terms of elevating your brand and connecting to your community.
Need Some Marketing Help?
Need some help marketing your practice? We’re here to help. Uplift Marketing is a full-service marketing agency with deep experience and expertise in the pediatric private practice sector. We can help with all your photo and video needs, from pro images and videos to casual DIY video clips and photos.
If you have questions, need some advice or just want to chat, give us a call at (314) 690-1575 or use our Contact Us webpage to reach out.