Marketing Cosmetic Procedures for Men

What was once an industry dominated by female consumers, cosmetic surgery is steadily and increasingly giving way to male patients. According to the American Society of Plastic Surgeons, cosmetic procedures for males have increased by nearly 10% since 2000. Responsible for over one million surgeries and non-invasive procedures, specialized physicians and cosmetic surgeons should think twice before discounting the male demographic from their marketing components.

Marketing cosmetic procedures for men should take into account the questions and concerns that men have when contemplating if surgery is right for them. Above all, a cosmetic surgeon’s marketing materials needs to connect with men on an emotional level, breaking the stoic mold of society and promoting the idea that it is very much acceptable to have work done on one’s body.

Whether men keep such procedures and surgeries to themselves is difficult to determine. There is however a marked difference in the amount of surgical to non-invasive procedures that males have underwent. Nearly 900,000 of these cosmetic procedures in 2007 were minimally invasive - compared to 233,000 traditional surgical procedures. What’s important to note is that in both of these categories we see a rising trend in all procedures performed. Notable increases are seen in tummy tucks (146%), Botox (215%) and Radiesse (134%).

It is recommended that specialized physicians and cosmetic surgeons leverage these trends properly. Due to the expanding use of the Internet to research forthcoming purchases of products and services, supplementing a medical practice’s Web site with informative and compelling content for men is a key tactic that should be employed when marketing your cosmetic surgery procedures. Web content written solely for males contemplating undergoing such procedures can be effectively coupled with male patient case studies and successful before and after photographs. Creating open channels of communication between men and the surgeon performing their procedures is also highly recommended. This can be done by keeping a regularly updated blog or providing a section dedicated to men in a larger forum for cosmetic surgery questions and concerns.

For more information on plastic surgery marketing and how you as a surgeon can take a more aggressive approach in your online marketing, please contact cosmeticSEO or visit our Advanced Internet Marketing for Cosmetic Surgeons blog, which is updated daily.

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