Targeting the Right Audience for Your Aesthetic Practice

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When it comes to marketing your medical aesthetics practice, it’s no longer just a matter of whipping up a website and waiting for people to find it. 

Times have changed when it comes to marketing aesthetic medical services. It’s important that you change with them. The majority of the population today is aging, and many of them are searching for ways to continue looking their best. While demand has grown, however, so has the number of providers. Competition is strong. It’s important to target your marketing message to the right audience.

But who are they?

Demographic 1: Women

Among women, the population of potential aesthetics patients can be broken into three age groups.

18-30 – This group may often perceive that somebody’s part needs improvement. The most popular procedure for these younger patients is breast implants. Women in this age group are less likely to shop around because they may not know what to shop for. They’re often looking for a quick fix to make them feel better about themselves. 

This target group will often go to the least expensive physician who can take care of them right away. They’re more impulsive. They want it now. They also rely on their friends. If one person in their social circle gets a procedure done, then others may follow suit.

These patients also have a lower disposable income, however. They’re cost-conscious and will often look for an easy way to pay for the procedure.

Affordable payment plans are also a significant draw, and referral discounts can be a particularly effective marketing strategy.

30-50 – This group is more selective. The goal of many women in this age range is to maintain their current youthful appearance in order to stave off the signs of aging. These women may be seeing early signs of aging like smile lines and crow’s feet as well as the effects of sun damage and textural changes in their skin. They may be feeling that they’re not “young” anymore. They’re entering a new stage of life.

Whatever the reasons, they are looking to keep their looks intact, and they’re generally more willing to research aesthetic enhancements. Common procedures for this group may include botulinum toxin Type A, laser procedures, wrinkle fillers, body-contouring procedures like tummy tucks, and liposuction.

Effective messages for this group might include references to maintaining or bringing back their youthful look or “looking as good as you feel.”

50+ – Women in this group are aging and may be interested in doing what they can to turn back the clock.

Many in this group are professionals who feel great and want to stay competitive in the workforce. They have no intentions of slowing down and want to look as young as they still feel. 

These women are often more likely to have the financial means to invest in themselves with more pricey procedures. Common procedures include facelifts, blepharoplasty (surgically fixing droopy eyelids), and eyebrow lifts. 

Effective messages for this group might draw the distinction between “looking older” and “looking old.” These women don’t feel old, so why should they look it?

Demographic 2: Men

While women make up the majority of the aesthetic medical industry’s clientele, men are representing an increasingly large segment of that population as well. While only 9.5% of the aesthetic medical procedures performed in the U.S. last year were on male patients, it’s also true that this represents a growth of 325% since 1997. 

Obviously, men are spending more money and effort on maintaining their physical appearance now than ever before, and that trend seems poised to continue upwards for the foreseeable future. 

Men tend to have a particular interest in minimally invasive cosmetic procedures with little downtime. They’re largely driven by a desire to be competitive and youthful in the workforce, and certain cosmetic procedures, including hair removal and microdermabrasion, are becoming much more socially acceptable. More invasive treatments are also gaining popularity and momentum, though.

In order to target the male customer, you need to make them feel welcome and at home in your medical office or medical spa. Make sure your office décor and marketing materials are geared toward a gender-neutral audience.

As the aesthetic market continues to grow and evolve, the procedures you offer and the types of people who seek them out will continue to evolve as well. Knowing who your audience is can be a vital tool in your aesthetic marketing arsenal.

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