Ethnocentric Marketing: Targeting the Hispanic Community

Now more than ever, minority groups are seeking cosmetic surgery procedures in the United States. According to the American Society of Plastic Surgeons, Hispanics lead the rise in minorities for plastic surgeries, coming in at over 900,000 procedures per year.

Body sculpting and reshaping seems to know no cultural bounds, and cosmetic and plastic surgery practices across the country can not afford to ignore these numbers. The moral zeitgeist of the times is shifting and more and more ethic groups view plastic surgery as a perfectly acceptable solution for body improvement - if one can afford it - and the rise of the wealthy Latino middle class says that it can.

Further study shows that these surgeries are not just simple Botox or “wrinkle-filler” procedures. The minority crowd is much more in tune with going under the knife for more costly work. Breast enlargement, tummy tucks and nose-reshaping are among the most common Hispanic plastic surgery procedures.

While prosperity rises in the Hispanic community amidst the current economic recession, what was once a fraction of total patients of one surgeon is now a substantial percentage. It is not strange for a surgeon to see anywhere from 25 to 50 percent of their patients come from a Latino background.

Cosmetic and plastic surgery practices must offer a comprehensive plastic surgery marketing solution in order to reap the benefits of this heightened Latino patronage. A marketing campaign that identifies with the rich Hispanic culture is of utmost importance. The “concept of beauty” is a culturally relative phenomenon and only with a proper, well-research advertising strategy can doctors expect to reach out and connect with the fastest growing ethnic group in the United States.

For more information on what you - as a specialized physician or plastic surgeon - can do to maximize your gains amongst the Hispanic community, subscribe to our Cosmetic Surgery White Paper Feed to receive the latest industry news on Hispanic and Latino Cosmetic Surgery Marketing.

External Resources:
Hispanics lead rise in minorities for plastic surgeries
American Society of Plastic Surgeons

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