Tapping the male market
Despite the obvious growth in male cosmetic patient market, could it be possible that we’ve only scratched the surface? Not only does one plastic surgeon believe so, but he thinks this is an area ready to explode. The question is, are you poised to keep up in your practice?
Aesthetic practices intent on capturing the lucrative male patient market need to be aware that men are not as tolerant to downtime as women, according to Michael Burgdorf, M.D., M.P.H., founder and president of Music City Plastic Surgery in Nashville, Tenn.
“In other words, you do not lead with a facelift,” says Dr. Burgdorf. “You have to start out slow with guys.”
Dr. Burgdorf tells Cosmetic Surgery Times that clinicians also need to ensure that most of their male clients do not feel their walking into an exclusively feminine domain when they walk into the office. “Perhaps you want to display pictures of more rugged guys as opposed to more flowery images for women,” he says.
Related: Surgical nuances of the male patient
Dr. Burgdorf also observes that men are more direct than women when asking questions. “They want to know number 1: What is the procedure?; Number 2: What is the downtime?; and Number 3: What is the cost?” he says. “These guys are coming in and are ready to make a decision.”
Since opening his practice in 2012, Dr. Burgdorf’s male patient cosmetic revenues have climbed from 2% to 15%, in part due to the nationwide surge in breast reduction surgery, which has increased by roughly 35% from 2000 to 2015.
“In 2015, 40% of all breast reductions were in men,” Dr. Burgdorf notes.
“Thanks to the media, the procedure is not as stigmatized for males as it used to be.”
NEXT: Male Patient Targets