If you’re looking to learn about how to market Botox and filler to men, maybe it’s best to first hop on the DeLorean and take a trip back through time.
And no, this isn’t a cheesy Back to the Future reference that’s all levels of cringe.
When you really think about it, it’s hard to imagine that a time once existed when men would dress like men. By this, we’re referring to how commonplace items like stockings, wigs, and makeup were.
Back then, aging didn’t seem to bother men much as they made a point of ensuring that they creatively thought up ways to appear firm and lively at all times. Remarkably, this façade was maintained whether the occasion at hand was posing for an oil painting or fighting a revolutionary war.
Of course, that’s all a throwback to how things once were.
Today, there’s been sweeping changes to how the modern man grooms himself. While most men prefer to play their cards close to the chest on matters of grooming, it safe to say that physical appearance remains at the top of the list in how society perceives individuals. This is especially true for men who put in 9-5 shifts at work.
The appearance of the face and the skin is something most men care about greatly as they interact with friends, family, and associates. This is particularly important to understand as it will enable you to devise strategies on how to market Botox and filler to men.
With the male aesthetic market on the ascendancy, here’s some background for you that will inspire you to grow your plastic surgery practice and create Botox marketing materials for men.
Let's Talk!
Get your free 30-minute consultation with an Aesthetic Marketing Consultant
Schedule A ConsultationMale Biology
From a skin perspective, men and women are different. Not only does the higher testosterone levels in men make their skin thicker and oiler, but they’re also more prone to allergies, razor burns, and ingrown hairs when they shave their faces.
Cosmetic procedures in men and women are also different because of their skulls. On average, men’s skulls are about twenty percent larger than women’s. This compounded with the fact that they tend to have prominent jawlines, eyebrows with flatter contours, and wider foreheads set them at a disadvantage when you compare them to women with feminine arched features.
The Journal of Drugs in Dermatology revealed that these differences usually have an impact on facial expressions. In men, the features favor the development of severe, deep wrinkles which can create a more aged impression than what’s the case.
Why there’s an Uptick in Men’s Cosmetic Surgery
The job market tends to play a big hand in men’s grooming trends. In uncertain periods, say when a recession is looming or if a pandemic is ravaging the economy like the current times, you can expect to witness a larger crowd of patients looking to get some work done on them.
All this is done by patients in a bid to ensure that they look their best to avoid going the way of the dodo once cost-cutting measures at their organizations start being effected.
Having revealed this, it’s worth documenting that we’re not equating good looks to years of grafting and expertise. On the contrary, what we’re simply suggesting is that if all other factors remain equal, a facelift can help accentuate your patients’ competitive edge at the workplace.
While aging is a natural process, when men age, their facial features usually give off the impression that they lack energy. This might prompt employers to think about taking on new talents to inject some vim and vigor to the office.
Thankfully, by performing procedures like Botox and filler, you can help rejuvenate your male patients’ faces back to the glory days and help them follow their corporate dreams.
Use the Ease of It When Thinking: How to Market Botox and Filler to Men
Men are interested in minimally invasive procedures with little to no downtime. Procedures like Botox tend to take about ten minutes to complete. So impressed are male patients by the procedure that it has rightly earned the moniker of “lunchtime procedure” as it hardly interferes with the workday.
As you’re well aware, a standard Botox dose is usually administered at first and a top-up can be added two weeks later. For the upper face wrinkles, you can spend an average of about 3 months before achieving optimal results.
Given just how stress-free the procedure is, you’re certainly going to appeal to a good number of patients once you learn how to market Botox and filler to men. It’s the perfect non-permanent option for patients who are unwilling to go under the knife.
As you think about what strategy to embrace in marketing your practice, we suggest informing patients that the results are natural and not frozen (unless the patient specifically requests for this). Doing this will score you some extra points in their good books as they will feel they have some control over the kind of look they’re going for.
Get Started and Market Botox and Filler to Men at Your Practice
Men are taking more initiative when it comes to grooming. This is music to your ears if you practice as a plastic surgeon. To market your business, we recommend using wording that is centered more on the outcome. Specificity is key here and using words like “skin rejuvenation”, and “younger looking skin”, can help create mass appeal.
You can also extend your focus as you create landing pages for advertising Botox and filler procedures. Ideally, you don’t want to directly intimate which procedure you recommend, rather, have lots of information that inspires patients to look further into your practice.
If all this sounds like a bit too much for you, don’t shy away from contacting an aesthetic marketing consultant who will make your experience much smoother.
Importantly, you need to remember that the best approach is to put more emphasis on the benefits of treatment for your aesthetic marketing campaign.