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Are Men That Into Cosmetic Surgery? With Exclusive Commentary From Adam Schaffner, MD

Posted: January 10, 2011

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"Although men, in general, prefer to keep their aesthetic treatments more confidential than their female counterparts, there is a trend toward being more open to public disclosure given the widespread acceptance of aesthetic procedures in the general population.

"I think it is important to clearly define the needs of the population of patients that are being seen in that area. Whether it is developing a skin, hair or nail care regimen, addressing hair loss and signs of facial aging, "man boobs," or an expanding waistline, presenting treatments that are effective, economical, have minimal downtime, are safe and are long-lasting are qualities that men will look for when considering medical spa or cosmetic surgery treatments.

"To effectively market your medical esthetics practice to men, I recommend having a website that is easy to navigate, and features before-and-after photos and testimonials, where permitted by law. Make sure the website is optimized using search engine optimization (SEO) so it can be easily found when men enter search terms. The Internet is a way in which men may confidentially learn more about the issues that concern them. In certain areas, it may be beneficial to advertise in local print media, especially local magazines, such as New York Magazine.

"When working with men, facilities should have the ability to communicate with their clientele electronically. Some male clients may want to contact the medical spa or physician's office while at work but are afraid someone may overhear the conversation. By communicating via their personal mobile devices, they avoid this potential violation of their privacy.

"Upon arriving at the facility, minimize the amount of time the male client sits in the reception area. Often, men feel uncomfortable waiting in the public area of the office for fear they may see someone they know—especially the spouse of a colleague or friend.