Results of a New York University Medical Center study reveal that plastic surgeons’ marketing campaigns are still directed almost entirely toward women, virtually ignoring the male half of the population as potential customers.
Researchers did a Google search for “plastic surgeon” in each of the contiguous 48 states, evaluating the first 10 websites of solo or group practices that came up for each state. They analyzed gender of the first 10 images displayed, whether the site included a male-services section and what procedures targeted men.
The analysis included 453 websites and 4,239 images. The researchers found that 94.1% of the images were of females, 5% were of males and 0.9% depicted both men and women. Furthermore, only 22% of the websites included a male-services page.
The most common procedures marketed to men
The most common procedures marketed to men were:
- Gynecomastia reduction (58%)
- Liposuction (17%)
- Blepharoplasty (13%)
- Facelift (10%).
Less than 10% of all websites offered other procedures for men.
“Many plastic surgeons choose to ignore or minimize male patients in their online marketing efforts,” the study authors write. “However, as the number of men seeking cosmetic procedures continues to grow, plastic surgeons will benefit from incorporating male patients into their practice model.”