OCT 2017

MedEsthetics—business education for medical practitioners—provides the latest noninvasive cosmetic procedures, treatment trends, product and equipment reviews, legal issues and medical aesthetics industry news.

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42 OCTOBER 2017 | Med Esthetics © GETTY IMAGES This suggests many men are interested in aesthetic pro- cedures—but not actively seeking them out. While men still make up only a fraction of medical cosmetic patients, "it's no longer just women dragging in their spouses or signifi cant others," says Tina Alster, MD, director of the Washington Institute of Dermatologic Laser Surgery in Washington, D.C. "The male market is an untapped market, but it's also a challenging one. The potential is there, but that doesn't translate into people pouring in to practices." So how can practitioners motivate men to move past curiosity and enter consultation? Experts offer these tips to expand your male patient base. A Place of Their Own The fi rst step to growing a male patient base is to create a non-intimidating environment. "Let men know they are welcome," says Dr. Alster, who in 2013 co-founded W for Men, an offshoot of her existing dermatologic laser surgery practice. It was the nation's fi rst cosmetic and dermatologic laser surgery center for men. "It was obvious that more men were interested in these services, but they didn't have a venue," she says. "We gave men a place where they'd feel more comfortable." She installed male-friendly décor, featuring whites and grays with a clean aesthetic, hired a male nurse and created educational videos featuring male patients. In 2015, Grant Stevens, MD, Medical Director of Marina Plastic Surgery in Marina del Ray, California, launched Ma- rina ManLand next to his plastic surgery practice. The "just for men" location features décor that is a cross between a sports bar and a smoking lounge with leather chairs and fl at screen televisions in every room. The facility includes aptly named treatment rooms, such as Brotox for injectables, the Bear's Lair for laser hair removal, the Lion's Den where patients receive NeoGraft hair replacement treatments, and the Dog House, which offers relaxation treatments. In addition, the facility offers CoolSculpting noninvasive body contouring and miraDry sweat and odor reduction treatments. "The idea came to me because I was seeing more male clients than female for CoolSculpting, and the men were telling me that they wanted less hair on their backs and more hair on their heads," said Dr. Stevens. Both doctors say it's not enough to build a separate of- fi ce or waiting area, practitioners also need to use internal and external marketing strategies to attract prospective pa- tients. After opening the new facility, Dr. Stevens ran radio ads promoting his most male-friendly procedures. David Shafer, MD, of Shafer Plastic Surgery & Laser Center in New York says about 30% of his current aes- thetic patients are men. He focuses on social media for his external marketing efforts. "We use Instagram to show that men are having these procedures too," he says. "There are also opportunities to bring in more males from our existing patient population by promoting services for men in-house." Vic Narurkar, MD, director and founder of the Bay Area Laser Institute in San Francisco, also focuses on social media marketing to attract male patients. "I put before- and-after photos of male patients on Instagram, Facebook and our website," he says. Although he describes his offi ce as gender-neutral, he disagrees with the idea that having a male décor has benefi ts. "The best marketing tactic is to have men in the practice and in your marketing that they GETTING THE GUYS Men are concerned with facial aging and are open to treatments, such as Botox. The challenge is getting them in the door.

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