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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Page 47 of 68 | OCTOBER 2017 45 Dr. Narurkar and Dr. Shafer fi nd that men, generally, prefer a simple solution with minimal downtime. "Men look for short downtimes and low side-effect treatments," says Dr. Shafer. "Women, on the other hand, don't mind a longer downtime with a great result." "Unlike women, who may have a very specifi c proce- dure in mind, men tend to say, 'What can you do to make me look the best I can without a long recovery?'" says Dr. Narurkar. "Among men the motto is 'less is more.' If you put them on a dedicated skincare regimen and they see the results, they become more amenable to other services that we offer in the practice." Meeting Expectations Regarding expectations, it's important to educate the pa- tient on what is achievable as well as potential risks. "Men in general tend to be less tolerant of imperfections than women," says Dr. Fedok. Men can also be more impatient and less inclined to come back for follow-up appointments. "If they're not properly informed about what is required to achieve the desired result, you will lose them," says Dr. Narurkar. "Women have much more patience to go from point A to point B." Perhaps due to hesitation to enter a cosmetic practice, practitioners do fi nd that once men make contact and begin treatment, they tend to be very loyal patients. "Once they establish a relationship, they never stray or shop around," says Dr. Narurkar. "So the key is building that relationship." He has seen a change in the age range of men seeking cosmetic enhancements and encourages practitioners to remember that male rejuvenation in no longer merely about looking young. "It's about helping men look their best for their age—whether they're in their 30s, 40s or beyond," says Dr. Narurkar. The fi rst step for practices hoping to build a male patient base is to create a non-intimidating environment and be patient. "You want to eliminate the doors or gates by let- ting men know they are welcome," says Dr. Alster. "Then you have to use your marketing to 'fan the fl ames,' keeping in mind that building a new patient base is a slow burn." Stephanie Kramer is a freelance writer who specializes in healthcare topics. "It's about helping men look their best for their age — whether they're in their 30s, 40s or beyond." New Marks through fluids! VisFlow ™ Ultra Pressurized Surgical Mar er 1.800.221.0658 • see demo: w w w . b i t . l y / v i s f l o w - d e m o $50 off your f irst full case call or e-mail for details

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