Charlotte Moreso shares advice on how to entice male patients into your clinic
According to the British Association of Aesthetic Plastic Surgeons, surgical procedures for men dropped by 15% in 2014.1 Practitioners interviewed for this article, however, suggest there has been a rise in popularity of non-surgical treatments such as fillers, botulinum toxin and body treatments. Some proof of this lies in the results of a nationwide survey commissioned by Syneron Candela that indicated a third of men would now consider laser hair removal in a clinic.2
So where is the business coming from if it’s no longer just women funding this segment of the market? Various factors could have an influence, including:
Whilst marketing to female patients is commonplace, successfully reaching men to promote treatments can prove to be more difficult. We also have the added job of needing to widen men’s knowledge of what treatments they can have outside of botulinum toxin and fillers.
The male market is a huge opportunity to expand your patient base, but we know we cannot market to men the same way you would to women. Males and females are, of course, very different socially, biologically and psychologically. However, both genders tend to want to gain attention and look attractive – we just need to talk to them in different ways and through different mechanics.
From my experience, I believe there are four main ways to reach male patients:
It’s often the case that men won’t realise the variety of aesthetic options open to them, so ensure you create a very specific menu of treatments for men. Divide them clearly into face and body treatments for clarification.
I have successfully run male-specific marketing campaigns for a large aesthetic company in recent years using imagery of toned men and catchy strap lines such as ‘Fit & Firm’ and language that they can relate to such as ‘turbo charge your torso’ and ‘high-tech solution’. This successfully captured their attention and encouraged them to try the latest body treatment to rid them of concerns such as love handles and abdominal ‘over-load’. Ideas include:
Devise your man menu and create a clinic flyer for distribution at local businesses, always being mindful of using ‘man-friendly’ language and imagery they can relate to. Lastly, note that it is always worthwhile writing a press release detailing all the treatment options for men and sending this to your local newspapers and magazines, with an invitation for them to try a treatment in their lunch-break in return for editorial coverage.
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