Battle for the Sexes: How to Market Cosmetic Services to Women and Men
Simple strategies allow practices to expand their appeal to the growing base of male cosmetic patients.
By Charles E. Crutchfield, III, MD

The recession that has gripped the US for more than a year may be abating, and indicators suggest that Americans may soon increase their discretionary spending. The past several months, however, have made a lasting impact on many dermatology practices—both cosmetic, medical, and mixed—and left a number of clinicians rethinking their professional course. Confronted with practice challenges, physicians must be active, not reactive. The shifting economy represents opportunities. Believe it or not, this may be especially true for those seeking to expand cosmetic services. Many lower-cost competitors outside of dermatology (including medispas) have vanished in the past few months, leaving more potential patients for our uniquely qualified specialty. Plus, data show that men increasingly represent a new patient base for cosmetic dermatologists. Expanding your patient base to include more men has less to do with specifically targeting the male demographic and more to do with broadening the appeal of your current marketing efforts. Here are some suggestions.

ECONOMIC CONTEXT AND OPPORTUNITY
Much speculation has centered on the effect of the recession on cosmetic procedures. While surveys of providers suggest that the overall number of invasive cosmetic procedures declined in 2008 versus 2007, one analysis showed an increase in non-invasive cosmetic procedures for 2008 compared to 2007. Figures for 2009 obviously are not yet available, but anecdotal reports and experience suggest that the cosmetic procedure market has remained viable and is actually beginning to grow again. Perhaps surprisingly, a recent drop in demand for minimally invasive, low-cost procedures, such as injectables, seems to be offset by an increase in demand for more advanced procedures. Economically comfortable patients who find themselves between jobs may now have the time to undergo laser procedures they had been putting off. Media reports have identified increased demand for cosmetic procedures among job seekers at multiple levels who hope a "fresh" look will improve their chances of landing a position in a tight job market.

The past few months have brought some promising economic reports, and the stock markets are gradually edging back up. Other grim reports notwithstanding, the overall picture suggests that the US could emerge from the recession in the next several months and consumer spending may be on the rebound. Now may be an ideal time to begin planning and rolling out a marketing campaign that will position your practice to take advantage of the economic recovery.

GROWING DEMAND
In the not too distant past skincare for men consisted of shaving cream and alcohol based after-shave "skin conditioners" bought at the local drugstore. Today, the market has exploded. From mass-market shower gels, hair care products, moisturizers, and sunscreens to specialty cosmeceutical versions of these and more sophisticated products (acne treatments, pseudofolliculitis creams, at-home peels, exfoliators, etc.), men have more skin care options than ever before. Yet data suggest that many men are interested in more than just at-home, topical skincare.

According to the American Society of Plastic Surgeons (ASPS), men underwent a total of 1.1 million cosmetic procedures in 2008; 82 percent of these were minimally invasive procedures. In fact, minimally-invasive procedures for men increased two percent in 2008 (across the board, non-invasive procedures climbed five percent, while surgical procedures dipped nine percent). The American Society for Aesthetic Plastic Surgery (ASAPS) reports more than 800,000 cosmetic procedures for men in 2008, accounting for eight percent of all cosmetic procedures reported in their survey.

Men have positive attitudes toward cosmetic procedures. The ASAPS found that 51 percent of men approve of cosmetic surgery—that's up 18 percent from five years ago. Furthermore, 18 percent of men say they would consider cosmetic procedures for themselves, and 69 percent of men said they would not be embarrassed about having cosmetic surgery (73 percent of women said they would not be embarrassed).

According to both the ASAPS and the ASPS, Botox was the most popular minimally-invasive cosmetic intervention overall as well as for men and women, separately. Dysport is now on the market as cosmetic option for both men and women. Investigational and clinical experience demonstrate good results with the new therapy.

Both surveys also identified laser hair removal as the second most popular procedure for men. According to the ASAPS, the third most popular procedure for men was hyaluronic acid (HA) fillers, with 62,428 injections reported in 2008. ASPS reported about half that number—31,220—of HA injections for men. Of note, HA fillers accounted for the majority of all soft-tissue injections in both men and women.

Since 2000, the fastest growing minimally-invasive procedure for men was cellulite treatment, which has increased 25,911 percent, according to the ASPS. But this only accounts for 4,942 procedures for men in 2008, and there was actually a two percent decline since 2007. The other significant growth areas were Botox (up 233 percent since 2000 and six percent since 2007) and laser skin resurfacing (up 129 percent since 2000 and 17 percent since 2007).

IMPLICATIONS FOR MARKETING
While there is clearly a sizable and growing market for cosmetic procedures for men, the level of demand may not yet support large practice marketing campaigns geared strictly at men. Rather, a more cost-effective strategy is to optimize marketing strategies to appeal to men as well as women, who should remain your primary marketing target.

Consider for a moment the consumer campaigns initiated by the various product and device manufacturers. With the exception of some Botox ads featuring a male model, most campaigns have featured women exclusively or predominantly, yet men have obviously pursued these therapies and are warming to cosmetic procedures. This observation from the industry side may be further evidence that practices need not undertake exclusively male-centric campaigns. With that in mind, the following are effective strategies to broaden the appeal of your practice to men and women.

Design Aesthetically. Don't fall into the trap of over-feminizing marketing materials with traditionally feminine colors and flowery images. Pink has nothing to do with beauty. Instead of worrying over specific colors and logos for your marketing initiatives, focus on the overall aesthetic appeal of marketing materials. Be sure that colors are complementary and that designs are pleasing to the eye. It's more important to appear "fresh" and "modern" than to use color to grab attention. If your marketing materials reflect an eye for aesthetic harmony, then patients will believe you have the "vision" needed to enhance their image. If your materials are jumbled, mismatched, garish, or otherwise unappealing, potential patients will question your judgment and aesthetic expertise.

Remember that your practice "look" and design is part of your marketing. Choose colors for waiting rooms and exam rooms that are calming and soothing to patients regardless of sex. Again, be fresh and modern, not outdated. Neutral tones or earth tones are often "safe" colors to use, because they are usually easy to pair and to match. You need not be bland or unimaginative; just carefully consider use of any bold colors.

A word of warning: fresh does not mean trendy. A "trendy" color may go out of style quickly, and if you build your practice decor around that color, you risk significant costs for a full practice make-over in just a few years.

Focus on Details. You don't need flowers and feminine symbols on your marketing materials, but you might consider fresh flowers or attractive, well-maintained plants for your office waiting room. Both women and men appreciate attention to detail—especially from someone they will entrust to perform a treatment on their face. Think about the reception areas of high-end hotels, which are designed to appeal to discriminating women and men.

Choose attractive artwork and be sure to promptly replace any damaged art, furniture, or other items. Eliminate clutter. Be sure magazines in the waiting area are current and of interest to your patient base. As a service to men who are medical or cosmetic patients, have a few male-interest magazines available. Keep reception areas and visible office spaces neat and free of clutter.

Offer Cosmeceuticals for Men. Several companies market physician-dispensed products that can appeal to men as well as women. I find, for example, that Neostrata products are suitable for both men and women, and I use their peels in both sexes. In addition, there are male-specific lines. Carefully consider the potential interest in products among your male patients and try to offer a line or two of male-oriented products that address multiple common concerns. You don't need to carry many lines for men, but you must properly market the products you offer.

Display products for men in some way that sets them off from other offerings or draws attention; avoid giving the impression that this product offering is an after-thought. Simply showing that your practice is in tune to the skincare needs of male patients is a good way to raise interest in cosmetic products and services. When choosing products for your dispensing program, think of both cosmetic and medical complaints common in men, and opt for products that address these.

Watch Your Language. Letting potential male patients know that you offer cosmetic services for them can be as simple as using inclusive language, where appropriate, in marketing materials. In waiting room brochures and practice communications, be sure to indicate your expertise in meeting the aesthetic needs of women and men in your community. If you unveil a new procedure that appeals to both sexes, be sure to describe it as an "exciting new procedure for women and men."

Showcase your dual-gender appeal from time-to-time. Our practice e-news letter is chock full of practice details and information of general interest. A study highlighting growing demand for cosmetic procedures among men is just the type of thing a practice could highlight in its patient communications to help raise awareness of services for men.

Display Before and After Images of Male Patients. In this publication and elsewhere, I have often stressed the importance of using before and after images of patients you personally have treated. I'll now add to that advice: include a mix of female and male patients (and a mix of ethnicities, too, for that matter). You need not overwhelm patients with photos, but you ought to include at least one example of a male patient in each of the most popular treatment categories for men.

Besides demonstrating that you are skilled at treating both men and women, these images will convey to patients that men undergo procedures.

Offer Incentives for Men, Too. Practices offer various incentive programs to attract and retain patients or to increase demand during certain times of the year. Sometimes practices offer percent discounts on product lines, while others offer a sort of "frequent buyer" program, with certain perks and/or discounts tied to the amount of products or services a patient purchases. Given that the majority of your cosmetic product and service consumers are women, it makes sense that the perks often appeal to women (a free tube of a new eye cream, a floral travel pack stuffed with samples, etc.). At least occasionally, be sure to offer something that will appeal to men. Potential give-aways may include sunscreens or unscented facial mositurizers, which are usually gender-neutral. Male-specific perks may include shaving kits, after-shave moisturizers, and the like.

SHOWCASE YOUR BEST MARKETING TOOL
The best marketing tool for your practice is you. Every man and woman considering cosmetic services has one primary interest: superb results from a skilled and trustworthy provider. Market yourself on quality, not price. Price may be a consideration, but it must not be the primary concern for your patients. My mantra is, "The bitterness of poor quality lasts much longer than the sweetness of low price."

Use your practice communications (newsletter or e-newsletter, brochures and pamphlets, and the practice experience) to showcase your training, experience, and skill. A man or woman seeking cosmetic therapy is going to seek "the best." Be sure you position yourself as such.