Male clients are one of the fastest-growing demographics in the medical aesthetics industry. A recent report from the American Society of Plastic Surgeons states that out of approximately 16 million procedures performed in 2019 in the US, nearly 10% were undergone by men. Furthermore, the male demographic is increasing at a greater rate than that of women. According to ASAPS, male demand for non-invasive treatments increased by 20% between 2015 and 2017; for women, it was 15%.
Men are also increasingly interested in other non-invasive procedures, including hair loss treatments, body contouring, and skin rejuvenation. However, they’re often overlooked as a potential client base by med spas and aesthetic clinics. If you want to attract more male clients to your practice, you need to take a comprehensive approach to your marketing strategy, in-clinic client experience, and by offering the treatments that men want.
In this article, we'll discuss how to market your medical aesthetic practice to men and explain how you can make it more inclusive for them.
Here are some tips on how to market your medical aesthetic practice to men:
Including images of men in your social media and other online marketing will immediately make your clinic rank higher with men who are considering aesthetic treatments. You can also attract more male clients by including men with different skin types and body shapes, and by featuring the treatments they are looking for with imagery that includes them. For instance, showing before-and-after photos of skin resurfacing done on a male patient. This will show men that it's okay to have imperfections, and to get them treated. They deserve to look and feel their best, after all.
Men are increasingly turning to medical aesthetics treatments, but they still face barriers such as feeling self-conscious about their appearance and lack of awareness about what is available. You can change that by speaking to them through your social media and online platforms. By showing men in your marketing materials and sharing facts about the growing market, you can help them feel less self-conscious about pursuing their aesthetic journey.
In the spirit of inclusivity, take the opportunity to use a more gender-neutral approach when discussing treatments. For instance, instead of focusing on either male or female visuals and language when you post about a treatment, include the benefits the treatment can have for both men and women, and include visuals of both. Always include your potential male audience when promoting a new treatment, but try not to do so as an afterthought.
Modern men want to feel cared for and welcomed at their medical aesthetic treatments. This is an important aspect of male psychology that's often overlooked in the medical aesthetic industry. Your male clients need to be comfortable coming to your medical spa, and that means creating an environment that doesn’t exclude them. Here are a few tips to get you started:
The best way to attract more male patients is by offering them the treatments they’re looking for. According to 2021 research conducted by The Aesthetic Society, the top non-invasive treatments include injectables, facial treatments, fat reduction, and hair removal. The one procedure for which the male demographic far outweighs the female is hair restoration, where men make up 84% of clients undergoing the procedure. As the leading supplier of cutting-edge medical aesthetic devices, Venus Concept offers a variety of technologies to corner the unique needs of the male demographic.
Skin resurfacing treatments are one of the most popular and sought-after treatments today. Venus Viva™ MD is a highly customizable tabletop device that delivers exceptional skin resurfacing results with low downtime. Using NanoFractional Radio Frequency (RF) with SmartScan™ technology, Venus Viva™ MD is a fractional resurfacing system that allows customized control of ablation and coagulation for enhanced efficacy in resolving mild to severe skin damage and is safe for all shades of skin. Designed with patient satisfaction in mind, it’s an ideal choice for clinicians who are looking for a flexible, powerful skin resurfacing device with a high return on investment.
Venus Versa™ performs the most in-demand aesthetic procedures popular with patients today: photorejuvenation/photofacial, acne treatment, hair removal, skin resurfacing, body contouring, cellulite reduction, skin tightening, and wrinkle reduction. For your male patients, you may want to highlight the Intense Pulsed Light (IPL) technology for treating the signs of aging, acne scarring, and sun damage so they can put their best face forward.
To maintain a vital, youthful appearance, non-invasive radio frequency-based (RF) wrinkle reduction treatments with Venus Versa™ and Venus Legacy™ use gentle heating to stimulate collagen and elastin production under the skin’s surface. In men, the body’s natural production of these essential elements begins to slow with age, but RF treatments kickstart them back up again for a refreshed, rejuvenated look.
Powered by diode laser technology, the Venus Bliss MAX™ offers a Total Body Transformation Solution that includes non-invasive lipolysis to reduce fat from target areas comfortably and effectively. The device comes equipped with an (MP)2 applicator that combines Multi-Polar Radio Frequency and Pulsed Electro Magnetic Fields with advanced VariPulse™ technology to melt away fatty tissue for a smoother, more contoured appearance.
Venus Bliss Max™ is also equipped with FlexMAX EMS, an unprecedented solution to the electrical muscle stimulation for superior muscle toning, growth, and recovery. The muscles are safely activated without heating the surrounding tissue with specific pulse durations according to performance-informed smart training programs and advanced adaptive algorithms. This way, each treatment can be fully personalized and mimics a real training session. FlexMAX EMS enables effective and comfortable treatment programs regardless of the patient’s fitness level, resulting in a stronger and more defined muscle appearance.
Hair removal treatments continue to be one of the most popular aesthetic treatments, and the market continues to grow every year. For maximum efficacy, a laser hair removal plan requires 5-7 sessions, making them an ideal source of regular clinic income. While there are different technologies available for hair removal treatments, Venus Concept’s diode laser hair removal devices, Venus Velocity™ and Venus Epileve™, work on darker and tanned skin, so your clinic can cater to all skin types. With a real-time cooling system and no downtime, Venus Concept’s hair removal solutions are an asset to the productivity of your clinic.
Venus Concept offers two state-of-the-art hair restoration devices: NeoGraft® and ARTAS iX®. NeoGraft® delivers superior clinical efficacy and high patient satisfaction through revolutionary automated Follicular Unit Extraction (FUE) and implantation technology, which leaves no linear scar and is minimally invasive with fast patient recovery. It eliminates the inefficiencies of common manual tools and procedures while enabling physicians to offer hair transplants with consistent clinical outcomes. If you would like male hair restoration to be a more robust part of your clinic, consider the ARTAS® Robotic Hair Restoration System. The world's first intelligent hair transplant platform to utilize state-of-the-art robotic and artificial intelligence technology, this robotic hair transplant machine offers precise, efficient, and repeatable harvesting with simultaneous recipient site-making and implantation functionalities in a single, compact platform.
Speak to one of our experts today about optimizing your clinic offerings for men, or about any of our state-of-the-art medical aesthetic devices today.