Bringing more guys into a decorative dermatology clinic can enlarge the patient population, improve company revenue, and cover long-term gains concerning patient loyalty and repeat business.
It is to be noted that the concerns surrounding aesthetic issues are different from guys as compared to girls. Therefore, the approaches in advertising the business that had worked for female patients may miss the mark entirely for guys.
I had been said that men are somewhat less cosmetically savvy and want more upfront instruction and counseling. Dermatologists have expressed that they spend time explaining the basics of the therapies and the best option for each male individual. Men are not known to ask a lot of questions during consultations, so dermatologists have to stress the importance of educating them on the scientific implications and the mechanics that surround the procedures. This is done to avoid any possible disappointments or unwanted client-related complications.
The additional effort up front can pay off.
It was told that attracting guys to a dermatology practice will convert them to a faithful customer, provided that they had received a fantastic outcome out of the previous procedure.
Price is the top hindrance for men to adopt cosmetic processes, an element which also ranks first amongst girls. It was also clarified that men are also worried that outcomes won’t seem natural and need information regarding safety and side effects. However, these problems could be overcome with appropriate instruction and counseling.
Marketing to guys differs
Although growing a male client base is harder, it is extremely important particularly for dermatology clinics in a competitive sector.
It has been said that the male market is an untapped sector surrounding dermatology practices. It also shows the potential for most enormous growth possible. Dermatologists take note of the millennial era, where it is now more common for men to engage in cosmetic procedures.
Step one is to produce male cosmetic sufferers feel comfortable and welcome.
This can be done by changing the interiors of the clinic. A dermatologist urges us to think from a perspective of a man walking into the clinic and everybody else in the waiting room is female. He added more timber and altered the colors of his workplace, as a solution. The importance of a small investment for renovations to accommodate male customers can be beneficial for you in the long run.
Do not go overboard
Marketing aesthetic services to guys can be distinct, a lesson some dermatologists have experienced. One dermatologist tried to market his practice to men, and decided to throw a man cosmetic convention. The result was zero RSVP even after leasing a ballroom, sending electronic mails and flyers to numerous addresses. This particular dermatologist noted that no men sit down in front of their computer wishing for someone to organize a cosmetic convention.
Instead, a better approach came in the following year in a men’s health event with a wider demographic. Different doctors with different specialties spoke about all the different health concern. It was a great opportunity to market the choices of cosmetic procedures from the dermatology practice to men.
A growing market
An American Society for Dermatologic Surgery yearly survey shows dermatologic surgeons completed almost 10.5 million medically necessary and cosmetic procedures in 2016, the most recent year for which results can be found. The speed is up 5 percent from the year earlier, and upward by over 30 percent, compared to 2012.
Surveys have found that male curiosity in relation to cosmetic procedures have been growing as time goes by. The number of men using muscle relaxants for the face has increased by 9%. Men using fillers have risen from 2 to 9%.
Speech is the key to understanding male aesthetic concerns
It has been said that men want and think about appearing healthy, young and fit. But these three factors have been disconnected from the male dermatology industry. The reason might be because of the instructions and past marketing efforts from dermatology clinics and doctors.
Most messages about cosmetic processes have yet to be geared toward guys. By way of instance, only 39 percent of 600 aesthetically likely men understood about dermal fillers at a research.
It was found that many men believe that dermal fillers are only an injection to the lips without any complications. Tear troughs, double chin, crow’s feet, and forehead lines would be the most frequent concerns, in sequence, reported by researchers.
It has been found in a study that the lips, the cheeks, and the nasolabial folds are not common concerns for men. This means that most men do not go for dermal fillers when considering for a cosmetic treatment. A dermatologist had expressed that although it is not the number one priority in this study, the part of the body that men pay the most attention to is the crown of the head. Male baldness is still a prevalent issue that many men hope to solve.
Encouraging signs from other businesses
It has been a fact that other businesses have started growing a large customer base of appearance-conscious males. These businesses encompass men’s skin care, grooming, and luxury fashion.
Worldwide, the healthcare market for guys is forecast to rise to $166 billion internationally by 2022, based on a report by Allied Market Research. The compound average growth rate is predicted to grow more than 5 percent every year between now and then.
Based on this data, dermatology researchers found that men are spending more money on their skin and hair. They should be spending money on their face, expressed a dermatologist. It might also be wise to employ the services of your local business coach to ensure that you are making the right decisions to market your business to the male demographics.
