Marketing to Males: How Can Your Cosmetic Surgery Practice Draw in More Men?

April 11th, 2017 by Rosalie Nolan

In a society that remains focused on physical appearance, plastic surgeons have plenty of healthy competition to appeal to the audience in their community. Because plastic surgery procedures are being purchased overwhelmingly by women—in 2016, women purchased 90.7% of plastic surgery procedures compared to 9.3% purchased by men—most marketers target female prospects. However, research shows that doctors could be doing a lot more with their marketing strategies when it comes to targeting men.

A New York University Medical Center study demonstrated the highly female-centric marketing campaigns being implemented by plastic surgeons. After analyzing 453 websites and 4,239 images on plastic surgeons’ websites, only 5% of the pictures included males, and 0.9% depicted both men and women together—not to mention that only 22% of these websites included any services related directly to males. In fact, some plastic surgeons completely ignore the male market in online marketing efforts or minimize them significantly.

While popularity in some procedures has risen in male patients, plastic surgeons are seeking appealing and effective ways to market their services to men. What exactly is drawing in the men who are getting these procedures? Research shows that the following factors could help influence men to feel comfortable undergoing plastic surgery procedures for issues they want to resolve, ultimately helping them to gain more confidence.

Dos Equis Man Jazzed About Plastic Surgery - Search Influence

Pay Attention to What’s Already Popular

When it comes to marketing to male consumers, it’s important to note trends. At the top of the list of surgical procedures performed on men in 2016 were liposuction, breast reduction, eyelid surgery, nose surgery, and facelifts. Popular non-surgical cosmetic procedures included injectables like Botox and Sculptra, as well as skin rejuvenation procedures like dermabrasion. Choosing to focus on these procedures and providing a plethora of before-and-after photos of men who have had these procedures done could prove beneficial to your plastic surgery ad campaign. Plus, the images can demonstrate the natural results that men may be seeking if they associate cosmetic procedures with highly noticeable and dramatic results.

Focus on Youth and Energy

The last thing that any male—or person, for that matter—wants to hear is that they look “tired.” Appearing to lack energy can be detrimental in a lot of ways, especially in a busy workplace that may be riddled with young people vying for the next promotion. By decreasing wrinkles and folds through plastic surgery, the fatigued look improves dramatically. Many men want to restore that youthful, energetic look that they had in their twenties, and this could provide effective fuel for your ad campaign. Again, consider highlighting before-and-after photos that demonstrate the great results men might not know they’re looking for!

Target the Dads

After years of raising kids, it’s hard for the stress and work not to take a toll on the body and appearance in general. Child raising years are common for the appearance of wrinkles and weight gain. Fathers are an excellent and relatively untapped market for plastic surgeons, in a similar way that mothers have been an effective marketing target. Try changing the dialogue in your ads to focus on hardworking fathers who deserve to treat themselves to a naturally younger look—a.k.a. the “Daddy Do-Over.”

New Girl's Schmidt Celebrating Himself - Search Influence

Emphasize a Natural Yet Rugged Look

While many men may attribute plastic surgery to women and femininity, in reality, strong, masculine features can be enhanced with procedures that can provide natural-looking results. Some of Hollywood’s most notable and masculine heartthrobs haven’t come by their looks completely naturally. Even Dwayne “The Rock” Johnson confessed to having liposuction performed on stubborn flab, and George Clooney admitted to having an eyelid lift to help achieve his youthful glow. Men’s grooming is increasingly popular and less taboo than it has been in previous years, and the idea of shaving off ten years is now a highly acceptable idea.

Beauty And The Beast Gaston Showing Off His Manly Chest - Search Influence

Market to Couples

Perhaps one of the more effective tactics is to reach men through their girlfriends or wives. It isn’t uncommon for a husband or boyfriend to use his girlfriend’s or wife’s products and to become hooked on the results. This can translate to cosmetic procedures as well: if a female significant other comes back from a cosmetic treatment with a refreshed glow, this becomes a recommendation in itself. Target your marketing to couples by age, encouraging them to enhance their bodies together or to reclaim their youthful looks.

Pay Attention to Male Shopping Trends Online

Men are increasingly turning their shopping experiences into social experiences, comparing prices and discussing them with others via social media. While this type of online behavior has been typically associated with women in the past, it is becoming increasingly popular among males. An online study from ManScan shows that 72% of men compare prices online, 56% read reviews of products and services, and 44% share this information with others. In many cases, the products and services discussed involve health and wellness. This information bodes well for the sharing of information about potential surgical procedures. By using a cost/benefit analysis with cosmetic procedures, plastic surgeons may see positive results with the male market.

The male market provides an excellent opportunity for cosmetic surgeons to grow their practice through online advertising. By focusing on trends and behaviors, targeting men in ads can prove highly beneficial when done well. Consider these ideas and get more clicks to your website.