SALESFUEL TODAY

Aging Men: Growing Opportunity for Dermatologists

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Dermatologic Surgery, the official journal of the American Society for Dermatologic Surgery, recently published a special issue titled, “Aesthetic Procedures for the Male Patient.” Dermatologists are seeing trends geared specifically toward men, including hair transplantation, cosmetic concerns in men of color, chemical peels, body contouring, neck rejuvenation and facial aging.

“Men are considering cosmetic procedures more than ever because it’s being discussed in the media, making our society more accepting of men embracing the fountain of youth,” said Seth Matarasso, MD, Clinical Professor of Dermatology at the University of California School Of Medicine in San Francisco and co-guest editor of the November 2017 Special Issue. “The ability to access more information, educate oneself and see successful examples of the subtlety these procedures can provide are all contributing factors driving men to make appointments with their ASDS member dermatologists. I find that men want to have years of wisdom but not look it and are starting to embrace the ‘I look as young as I feel’ component.”

Targeting men specifically could bring in new patients, as well as the husbands and boyfriends of existing female patients. The new AudienceSCAN survey revealed 11.3% of Americans plan to visit dermatologists within the next 12 months.

The desire to “look as young as I feel” was among the top three reasons consumers are turning to cosmetic procedures more than ever according to the 2017 ASDS Consumer Survey on Cosmetic Dermatologic Procedures, where nearly seven in 10 respondents were contemplating a cosmetic procedure.

“Over half of my patients are men, and I find that they are more curious about these treatments after hearing about them multiple times, whether that be through aesthetic industries or from a spouse or male peers willing to talk about it openly,” said Terrence Keaney, MD. “It’s not unreasonable that in 15 years men will account for 25 percent of these procedures. Millennials are already spending money on fashion and health trends, so as they age, we can expect to see growth in the wellness area too.”

Dermatologists can reach out to men concerned about aging through TV. The latest AudienceSCAN study found 40% of Dermatologist Patients took action after watching television (over-the-air, online, mobile or tablet) ads in the past month.

Neurotoxins are the most popular treatments among male patients at Dr. Matarasso’s office. He says this is because the results are gradual and subtle, not painful. It’s a quick ambulatory procedure that leaves patients looking more rested without the need to cover up the fact that they’ve received treatment.

Dr. Keaney’s male patients typically see him to resolve hair loss issues. They are open to additional cosmetic procedures, such as body contouring and neuromodulators, once they experience positive results and become more educated on the safety and natural look that can be achieved.

The most recent AudienceSCAN data showed 8% of Dermatologist Patients plan to pay for hair restoration or transplants in the next 12 months, and Dermatologist Patients are 117% more likely than average consumers to do so.

Five-year trends revealed in the 2016 ASDS Survey on Dermatologic Procedures showed that aesthetic appearance is a universal concern. “We found a nine percent increase in male use of neurotoxins since 2012, and their use of fillers increased from two to nine percent,” Co-guest Editor and ASDS President Lisa M. Donofrio, MD said.

“This is a confirmation that the stigma around cosmetic procedures has significantly decreased as ‘daddy do-overs’ join the ‘mommy makeover’ generation,” said Dr. Matarasso.

According to the AudienceSCAN survey results, 8.4% of Dermatologist Patients will get Botox, collagen or other injectable fillers during the next 12 months.

The growing trend of male interest in cosmetic procedures was also evidenced in a November 2017 Dermatology Times article, which cited a 50 percent increase in men opting for wrinkle-relaxing injections, a 40 percent increase in minimally invasive procedures and a 230 percent increase in men choosing dermal fillers between 2006 and 2016.

AudienceSCAN data is available as part of a subscription to AdMall for Agencies, or with the SalesFuel API. Media companies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.

Courtney Huckabay
Courtney is the Editor for SalesFuel Today. She analyzes secondary customer research and our primary AudienceSCAN research. Courtney is a graduate of Middle Tennessee State University.