How to Get Male Clients Through the Door

Men are making up an ever greater portion of the customer base for medaesthetic treatments. In fact, a 2015 report from the American Society of Plastic Surgeons stated that there has been a more than 300% increase in cosmetic procedures performed on men in the past 20 years and this number continues to rise.

Men are becoming increasingly more invested in their appearance and the misconception that cosmetic procedures are only for women has become less prevalent.  However, as the industry  until fairly recently has been more dominated by female clients, many clinics struggle to attract male customers using their existing tactics.

In many cases men may be interested in improving their appearance but are not aware of the treatments available to them. Let’s look at some tactics to attract more male clients as well as how to make male clients feel more comfortable and confident with medaesthetic treatments.

Advertise to Both Men and Women

When creating advertising for your clinic, clearly state that services are for men and women. It is often not enough to simply avoid saying “for women,” as even if this is not said, it might be assumed.

Additionally, you should consider creating ads that are specifically just for men. For example, offer a special on skin rejuvenating treatments for men for Father’s Day. Advertising like this could also target women looking for a gift for a man.

Focus on promoting services that men are more likely to get. Examples include wrinkle treatments for around the eyes, or skin resurfacing to remove scars. Services like cellulite reduction or permanent facial hair removal are less likely to appeal to men.

Create a Male-Focused Treatment List

While the process for treatments like wrinkle reduction or hair removal may technically be the same for both men and women, the way the services are presented to them should be different. As men may be more reluctant to seek treatment or feel as if aesthetic treatments are not for them, it is a good tactic to create a service menu specifically for men.

This menu should reflect a masculine design and clear language  that communicates how each treatment is geared towards their needs. For example, instead of focusing on words like “youth” or “beauty” as one might for women’s marketing, consider appealing to the idea of a strong appearance.

Cater Your Website to Both Men and Women

If you have an established clinic and are looking to redesign and upgrade your marketing in order to appeal to more clients, it is important not to ignore your online presence. If your mailed ads are neutral and attractive to men and women but your website still sports feminine colors and graphics, your efforts will not be well-received.

On your website, make sure to continue the neutral color scheme that you have in ads and in your physical clinic. More importantly, make sure the language on your site reflects that treatments are for “men and women.” A separate tab or menu specifically for men should also be included in your site.

Focus on Neutral Aesthetics

When you want to attract multiple kinds of clients, you must make your clinic attractive to multiple kinds of clients. One of the ways to do this is to choose neutral colors for your clinic, advertising, product packaging, etc.

Do:  Do use neutral colors like gray, beige, cream, etc. Soft blues and greens also tend to appeal to both men and women. These are also colors that are seen as clean and calming which is perfect for a clinic. Overall, a good goal is to strive for an aesthetic that would be described as upscale and sophisticated but also has a feeling of professionalism.

Don’t: Don’t create a color scheme of pinks or purples as these are traditionally seen as more feminine. Using flowery, feminine script and imagery on advertising would also be off putting to men and likely many women as well.

However, it is important to note that you should not go overboard trying to create a masculine aesthetic either.  Stereotypical imagery of things like sports, hunting, or cars will likely not be appealing to most women nor to many men as well. The goal is a comfortable, neutral space, not one that is aggressively masculine or feminine.

Make Your Clinic Comfortable for Everyone

While neutral colors may make your clinic visually attractive to more clients, you should also put effort into making the clinic comfortable for all clients. Simple things like making sure you have robes, gowns, and slippers available to fit a wide range of sizes can go a long way to helping more clients feel more comfortable. Ensure that you have larger sizes of these items on hand to accommodate male clients who will tend to be taller and heavier.

Furniture and other equipment should also be accommodative to clients who are taller or heavier. Avoid decorating your clinic with delicate, ornate chairs that are likely to be uncomfortable for male clients.

Train Your Staff for Male and Female Clients

Host a team meeting specifically to address the needs of male clients to ensure staff knows how important this is. Staff should be aware of which treatments men are likely to choose and the benefits that they offer for men. Generally, staff should understand how your clinic’s advertising may be different for men and reflect that in how they provide treatments to their clients. Understanding this concept will also help staff to better serve male clients and be able to recommend the most beneficial services.

Survey Your Male Clients

To gain additional insight into what you can do to attract male clients, consider asking your current male clients for their input. You can do this formally by sending an email survey or having clients fill out surveys when they come in for treatment or simply have staff ask male clients questions when they come in. Ask such things as what attracted them to the clinic in the first place, how the treatments have benefitted them, and their input on what they would like to have offered at the clinic.

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Highlighting advanced technology is another way you can make your clinic more attractive to clients, especially male clients. Learn more about what SharpLight can help you offer your clients by visiting our Partner Portal or call 1-(866)-513-7797.