The world of wellness and self-care has long been associated with women. However, there has been a remarkable shift in recent years as men are increasingly seeking services to enhance their appearance and overall well-being. With the range of non-invasive cosmetic treatments and therapeutic services, med spas have a unique opportunity to tap into this growing market.
In this blog, we’ll explore strategies that med spas can employ to effectively target men, broaden their client base, and cater to their specific needs!
Why Should Med Spas Market to Men?
Handsome serious businessman standing outside in elegant European city center, Turin in Italy
Historically, the beauty and wellness industry has predominantly focused on women, leaving a significant gap in catering to men’s needs. By including men in your target audience, med spas can tap into an underserved market segment and unlock substantial growth potential. More than ever, they represent a valuable untapped demographic with increasing interest in self-care and aesthetic treatments that outpace the industry and show no signs of slowing down.
Ignoring growing demand and changing demographics of the male market will result in missed business opportunities and hinder long-term success. Overlooking these potential patients in your marketing strategy risks alienating a significant portion of the market, damaging brand reputation and profitability.
Aesthetic practices that overlook the male market are forfeiting valuable growth and expansion prospects. Competitors who effectively cater to men will gain a competitive edge, attracting a larger customer base and leaving your med spa at a disadvantage.
1. Understand Men’s Needs and Preferences
When marketing to men, it’s important to understand their needs and preferences. Men tend to prioritize convenience when it comes to medical services, so marketing strategies should emphasize ease of access and minimal time commitment.
Each member of the practice from the front desk to medical professionals is a part of the sales process and needs to understand the unique selling points that appeal to men. For example, laser hair removal is popular among men because it eliminates the need to shave troublesome areas daily, saving time and hassle for busy male patients.
It’s important to understand the factors that contribute to men’s growing demand:
- Changing beauty standards
- Influence of social media and selfies
- Increased acceptance and reduced stigma
- The desire for self-confidence and well-being
- Simplifying grooming routines
2. Rethink Marketing Approaches
A handsome young man in an urban setting, standing.
The same reason men wouldn’t enter a clothing store with predominantly women’s clothing is the same reason they’re reluctant to step foot into a practice with solely women-oriented marketing.
To effectively target men, med spas must revamp their marketing approaches. Move away from the traditional feminine aesthetics often associated with spas and create a more gender-neutral and inclusive image in your marketing materials. Your marketing efforts should use visuals and language that resonates with men, highlighting the benefits and results they can achieve through your services.
Similarly, aim to remove the stigma often associated with male med spa visits by showcasing successful treatments and patient reviews in your content marketing and social media posts from other men who have benefited from your services.
3. Offer Specialized Packages
Applying a face mask to a man in a relaxing med spa setting.
Retail experts often emphasize the distinct shopping habits between men and women. Unlike women who may feel pleasure from the experience itself, men tend to shop out of necessity. They typically visit a store or establishment when they have a specific need, such as getting a haircut. Consequently, men are less likely to embark on shopping trips or explore unfamiliar places unless they have a specific requirement that cannot be fulfilled elsewhere.
Considering this, it becomes essential to provide men with quality services that they genuinely find valuable to motivate them to visit your medical aesthetic facility or medical spa. Creating specialized packages tailored to their specific needs and preferences can simplify the process for potential customers.
Furthermore, it’s been shown men are more likely to buy male-targeted products as opposed to ones marketed toward women. Advertising these packages as male-specific can help men feel more comfortable seeking services, and in turn, boost your revenue.
Treatments that are high in demand for men include:
- Botox & other injectables
- Skin rejuvenation
- Laser hair removal
- Hair restoration
- Body contouring
- Gynecomastia correction
4. Leverage Gateway Treatments
A confident bearded young man lying on the pillow and smiling while a cosmetologist in rubber gloves prepares a laser procedure.
An effective marketing technique to appeal to men is to offer gateway medical spa treatments that provide a low commitment and enjoyable experience. These entry-level services can help introduce men to the benefits of a med spa while providing an opportunity to build trust and client loyalty with your male patient base.
Targeting male prospective patients with popular treatments such as laser hair removal in digital marketing campaigns helps drive traffic and gives plastic surgeons and medical spa practices a valuable opportunity to upsell and cross-sell their services.
Creating a comfortable and exceptional patient experience will reinforce the value of med spa services and encourage men to take advantage of other treatments.
5. Educate and Inform
Professional man scrolling through social media with a smile.
Due to years of stigma, men are often less incentivized to look into cosmetic treatments and are often less familiar with the variety of services offered at med spas compared to women. Providing quality content that specifically addresses men’s concerns, explains the benefits of various treatments, and demystifies common misconceptions can help bridge the knowledge gap.
Not only can aesthetic medical practices attract male patients, but they can also boost their online presence and engagement from the increased amount of traffic earned by including another demographic.
Use blog posts, informative videos, and social media marketing to educate men about the advantages and results of med spa treatments.
6. Use Personalization
Portrait of a handsome smiling man.
Personalization is key to developing successful marketing campaigns that attract male customers. To make the process more comfortable and inviting, tailor messages to reflect their individual needs and interests as much as possible. This can be done by segmenting your list in your email marketing strategy, allowing you to launch campaigns directed toward your male audience.
Think about this: constantly sending emails advertising breast augmentation and other services targeted to women is a great way to get unsubscribed.
Embrace the Male Market and Stay Competitive
Handsome stylish man in a beige suit at home posing near the mirror.
As the demand for aesthetic services among men continues to rise, med spas have the opportunity to leverage this untapped market segment and drive growth. By understanding and implementing these six strategies, you can effectively target male potential clients and create a better experience for current customers.
Contact SalesMD today and let our expert team develop a tailored marketing strategy that engages male clients!
