Home' Clinical Aesthetics : CA issue - 2 Contents things can’t be easily done then and there.
Magazines that are geared towards men are
“ Therefore medical clinics tend to be
better suited to this type of approach.
“Most men also have a specific concern
in mind when they come for a consultation.
They often don’t like to admit it but usually
cope less well with painful procedures.
“Pain management is therefore appreciated
but may not be brought up by the patient.”
Melbourne dermatologist Dr Adam
Sheridan (SDSL.COM.AU) says his practice
sees 40 -50 percent males for cosmetic
treatments overall, across all age groups, as
they men become increasingly aware of options
to improve and maintain their appearance.
“No offence to anyone, but males tend
to request highly qualified doctors and
registered nurses - they don’t tend to
want treatment by ver y young-appearing
staff members. They also like to receive
information from male sources.”
“Due to their lacklustre preventative health
care and sun-protective behaviour, men age
poorly when compared with women,” says
Dr Terrence Keaney.
“ They have more severe facial rhytids
except in the perioral area. Men also
develop wrinkles at an earlier age. Since
men have less subcutaneous fat at all ages,
they develop more folds and deep rhytids
with prominent volume loss.
“Despite their accelerated facial ageing,
not all men are as concerned with the aging
process as women.
“They display a different set of motivations,
concerns, and aesthetic ideals compared with
women. Men do not seek perfection, but want
to maintain a youthful appearance.”
Dr Dingley says that in her practice men
will usually present with a specific concern.
“They want to get rid of a specific thing – be
it hair, a tattoo or veins on the nose,” she says.
“If a ‘because’ is mentioned it may be
because they want to create a different
perception or feel that the perception they
currently create is erroneous.
“Examples include: `I want to get rid of
this tattoo because people think I’m a certain
type of person that I’m not’ or `I don’t want
my kids to read these rude words because
they’re just starting to learn to read’; `At
work ever yone thinks I’m unapproachable
because I can’t stop frowning’; `I hate these
veins on my nose because it makes people
think I’m an alcoholic’.”
MIND YOUR LANGUAGE
In terms of visual language, simplistic
marketing rarely works, according to Dr
Adam Sheridan, also a spokesperson for
the Australasian Academy of Facial Plastic
Surgery (AAFPS.COM.AU). “Manly images
such as of cars and sport with a nice lady
to the side might sound good but they
won’t appeal at an individual level,” he says.
“Appreciate cultural differences too.
“ When consulting with male patients,
the semantics should be very different
from those employed with females - just as
you don’t speak in the same way to female
friends as you do your male ones.”
Men can be a difficult patient population to
target and attract to your practice. Top tips
from Dr Terrence Keaney:
Men tend to avoid their doctor, so to
attract male cosmetic patients you have to
make them a priority. It is not enough just to
offer cosmetic serv ices and say, “Of course
we treat men”. The lowest hanging fruit is
the male partner of your existing patients.
Converting the fathers, sons, brothers and
boyfriends of your female patients is the most
effective marketing strategy, we have found.
Promoting male treatments within your
practice needs to be all-encompassing.
Every aspect of your internal marketing
should also cater to men. Re-examine your
website, brochures, v ideos and signage to
ensure that it is clear your practice also
caters specifically to men. Ensure your
staff is comfortable talking about male
treatments with your female patients.
External marketing should focus on
social media with your activity tailored to
each gender. With social media, you can
connect with male patients and followers
outside of the office. You can build your
online image, adding to your reputation and
developing a presence that will help attract
reluctant male patients. Social media posts
targeting men should be more educational
and informative. Do not forget to use social
media outlets that are more frequently
utilised by men, such as LinkedIn.
Marketing to men is only one part of
attracting men to your practice. You have
to create an env ironment where men
feel comfortable. If you are serious about
attracting men, car ving out a male clinic space
or waiting room is ideal. The importance of
creating a practice env ironment that is not
intimidating to men is crucial.
Men really want it to be about them. In
my practice, the male clinic is located in a
connected - but separate -suite of rooms.
Having their own clinic space allows us to
tailor our internal marketing to them. The
male clinic waiting room is stocked with
male magazines and displays a video feed of
sporting events and financial news.
The medical staff should also include
at least one male medical assistant. While
men generally like seeing female staff
Among the key reasons cited by men for
seeking cosmetic enhancements are security
in relationships and to build confidence,
according to Dr Darryl Hodgkinson
CLINICAL AESTHETICS | 33
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