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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© GETTY IMAGES GETTING THE GUYS can relate to," he says. Men now make up about 15% of his aesthetic practice, up from 5% fi ve years ago. Most Popular Procedures Historically, the concerns that bring men to an aesthetic practitioner's offi ce are gynecomastia, facial aging and hair loss. "Men really start paying attention to their looks when they start losing their hair," says Dr. Alster. In October 2016, Dr. Narurkar and colleagues pub- lished a paper in Dermatologic Surgery on cosmetic con- cerns among potential male patients. "The universal factor that bothers men and women the most is the area around the eyes," he says. Among his male patient base, Botox procedures are the most popular treatments, followed by laser resurfacing and CoolSculpting. "The eyes are important, but for men the neck is be- coming really important too," says Fred Fedok, MD, a facial plastic surgeon based in Foley, Alabama and president of the A AFPRS. In addition to maintaining a more youthful appearance, men also seek out procedures that enhance masculine features, such as Kybella (Allergan), which can help create a more chiseled jawline, says Dr. Shafer. Dr. Stevens now has nine CoolSculpting machines in his practice, and they have created opportunities to introduce men to the benefi ts of skin care. His practice offers free facials during CoolSculpting. "The fi rst one is free, and then they come back regularly," he says. "Opening the front door is the hardest part, but once men come in they are able to ask about other options. My surgeries went from 10% male to 20% male in the last three years," he says, noting that noninvasive procedures help to "demystify" surgery for both male and female patients. Converting Prospective Patients The beauty industry is heavily focused on women, with far fewer marketing dollars being spent on advertising treat- ments to men. Thus, there continues to be an educational gap between men and women, with men lagging behind in their knowledge of available treatments and procedures. "Women are much more sophisticated," says Dr. Stevens. "A more thorough discussion of individual risks may be necessary with male patients. We lay out the expectations and explain the risks and possible complica- tions. I don't wear my white coat; instead I talk to them like another guy." 44 OCTOBER 2017 | Med Esthetics • • 800.221.0658 ® Syringe Tray Improve Sharps Safety for less than a dollar per procedure * • Bright Red Color highly recognizable neutral zone • Syringe Tray Re-cap needles one handed • Autoclavable can be re-used for hundreds of procedures • vi scotcs @v i • Improve Sharps Safety for less Complies with Hands Free Technique recommendations from CDC, OSHA, & ACS Visit w w w . b i t . l y / s y r i n g e t r a y for video demo

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