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Simply Male

By: Steven H. Dayan, MD, FACS; Tracy L. Drumm and Terri A. Wojak
Posted: August 1, 2011, from the August 2011 issue of Skin Inc. magazine.
Providing referral cards to female clients to bring to the men in their lives can result in an increased male clientele.

Providing referral cards to female clients to bring to the men in their lives can result in an increased male clientele.

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There is power in numbers, especially when it comes to something as novel as male cosmetic treatments. Display statistics that help educate the women and men coming through your facility about just how many guys around the country are ridding themselves of their pesky crow’s-feet. You might be surprised to learn how many men are trading in beers and brats for waxing and peels.

It’s no secret that an easy way to reach a man is often to pique the interest of his spouse or significant other. Promote the availability of services specifically for men throughout your facility, then add a tool with a call to action. A referral card for men is an easy way to turn in-facility promotions into an external marketing tool that brings new clients through the door. Have these available for your clients to share with the men in their lives.

It is a common rule for promotions that marketing is not one-size-fits-all. What works well in one area of the country may produce mediocre results elsewhere. Remember, when experimenting with your gender-based marketing to test before you invest. Try smaller, less expensive promotions before diving into pricey campaigns. Most importantly, track what does work so you can keep men lining up for your services.

Steven H. Dayan, MD, FACS, is an expert and leader in the field of facial plastic surgery, and is a member of the American Academy of Facial Plastic and Reconstructive Surgery. His passion for education led him to open True University, a Chicago training center that teaches estheticians how to appropriately work with physicians. Dayan is a 2010–2011 member of the Skin Inc. magazine editorial advisory board.