Look around your waiting room these days and you might notice something surprising: More of your patients are sporting beards, baritone voices and well-developed biceps. In other words, they’re men and as this infographic from the American Society of Aesthetic Plastic Surgery (ASAPS) shows, they represent a small but growing percentage of aesthetic consumers.
Sure, women still accounted for 91% of all cosmetic surgery procedures last year but the 800,000 men who went under the knife or needle represented a 121% increase since 1997. That’s not just a lot of liposuction, rhinoplasty and eyelid surgery (the top 3 surgical procedures); it’s also an excellent opportunity for doctors who want to reach out to a potentially untapped market.
Recognize men’s unique concerns and shopping styles
According to ASAPS, men’s biggest complaints about their bodies are “man boobs” (gynecomastia), beer bellies and lines and wrinkles in their faces. Incorporate content and images geared toward those issues on your website, answer questions on sites like RealSelf and remember that many men respond better to factual information (e.g., costs, recovery times, etc.) than emotional appeals.