With another Father’s Day come and gone, men from South Florida to the Pacific Northwest are looking at ties and socks they may never wear and longing for something they’ll really enjoy.
According to The New York Times, that something could just be a bit of Botox or liposuction. As the paper reported last week, some plastic surgeons are seeing major jumps in the number of men seeking their services, with increases of 25% or more around Father’s Day. As the paper noted,
Nothing says ‘I love you, Dad,’ like a present suggesting that he could look, well, a bit…. younger.
For doctors, the increase in male cosmetic surgery — up 106% between 1997 and 2012 — presents both opportunities and challenges.
The opportunity, of course, is the chance to target a small, but growing, segment of the aesthetic community by focusing marketing efforts on the procedures men are most likely to consider. According to ASAPS, the top 5 procedures for men last year were liposuction, rhinoplasty, blepharoplasty, breast reduction and otoplasty. Among non-surgical procedures, Botox/Dysport, laser hair removal and hyaluronic acid treatments topped the list.
The challenge is that while more men are willing to go under the knife or needle, they’re still not that comfortable discussing the matter, which means that marketing to them requires hands that are as deft online and in the consultation room as they are in the OR. As ASAPS President Jack Fisher, MD, told The Times,
Women will talk about it with their friends, especially if they are pleased with the result. Men are incredibly reticent to admit they had anything done.
Put it all together and one thing is clear: Men may not be great candidates for word-of-mouth marketing but they can still be an excellent source of new business.
1. Show, don’t tell
With many men hesitant to talk about their own interest in cosmetic surgery, educational videos on popular treatments, such as liposuction and gynecomastia provide a non-threatening way to demonstrate that others have the same concerns. Before and after photos offer a similarly objective approach that puts the benefits front and center without a lot of discussion.
2. Get tactical, not emotional
When it comes to marketing cosmetic surgery to men, keep in mind the old line about retail: “Women are from Nordstrom, men are from Sears”. Generally speaking, men respond better to factual information (costs, recovery times, etc.), not aspirational or emotional needs, so focus on facts and figures rather than how your male patients will feel or how fabulous they’ll look when Father’s Day rolls around again.