Americans spent $13.5 billion on cosmetic procedures in 2015, and 42% of those procedures were nonsurgical. That segment has grown by 44% over the past five years. Consumers are busy, information-savvy, and influenced by social media—all of which contribute to this shift.
Marketing to Millennials
There’s no denying it: millennials are the new face of the facelift.
In 2015, a survey of American facial plastic surgeons found that 67% of practitioners saw an increase in cosmetic treatments in patients under age 30.
Demand for non-invasive procedures has skyrocketed among younger consumers, and practices hoping to ride that wave need to be prepared. In 2016, over one-sixth (16.3%) of nonsurgical procedures were done on patients aged 19 to 34, amounting to around $800 million in North America alone.
All in all, millennials are interested in procedures that are low on pain and downtime. Increasingly packed schedules, heightened interconnectivity with peers, and a world of information at their fingertips of what a “good” treatment looks like, younger customers are on the lookout for treatments that can enhance their appearance without removing them from their daily lives. These demographics, along with traditional patient bases, value non-invasive cosmetic procedures because they are well tolerated with little pain or downtime.
Every week, millennials are “killing” some new product; from diamonds to napkins to relationships, it seems like nothing is safe from their destructive power. How can you keep your practice safe from this millennial scourge? Many practitioners are finding success in enhancing their digital offerings.
Are You Social Media Savvy?
Maintaining a strong and sustainable social media presence can often feel like an uphill battle, but it will pay off—provided you execute it correctly.
According to a 2016 survey, 1 in 4 respondents reported purchasing items that they saw on social media. The majority of respondents use Facebook as their primary online platform, though Twitter and Instagram also boast high engagement. Snapchat is popular among younger users. But no matter the platform you use, ensure that you’re consistently promoting your strongest assets. Clarify a credible, exciting message that you feel effectively sells your services, and keep that message at the forefront of all your web marketing efforts.
Millennials are more likely than older users to follow brands on social media, and they follow brands online for entertainment as well as information. Research suggests that millennials are likely to unfollow brands that do too much promotion, or brands that seek to come off as “too cool” for their market ecosystem are unappealing to online users. Entertaining, informative, yet non-transactional content is key for a successful online strategy.
Most importantly, mobile is a must—according to a study published in 2016, 39% of millennials report engaging with their smartphones more frequently than peers and coworkers. As of 2014, 77% of millennials are smartphone owners, and their usage is so high that it accounts for 41% of the total time that Americans spend using smartphones.
With all this in mind, it’s clear that attracting millennials to your practice relies on the success of your digital strategy. Ensure that your website is up to date, and mobile-friendly. Some practices have opted to maintain apps for patients to view and book services easily on the go.
Practice Enhancement Tips
