| THE MALE PATIENT | PRACTICE MANAGEMENT
downplayed, except perhaps among younger men who follow the trends. Discounts and deals appeal to men as well as women, but men tend to have far less guilt about spending on themselves. Unlike women, men do not focus too much on pricing. If they believe in something and want it, they will hand over their credit card with ease. In general, men who care about the
way they look are more likely to spend money on aesthetic treatments and cosmetic surgery, especially if they have a wife or girlfriend pushing them to have something done about their eye bags or love handles. Men who have women in their lives for whom BOTOX® is a necessity may also often steer their partners in this regard. The best way to reach men is through their wives, girlfriends, colleagues and friends. Although many men get their first taste of a clinic or medispa by accompanying another
person — usually a
woman — creating an environment that will encourage men to come in on their own is critical long term. Education is also a key to servicing
male patients. Men need help choosing a skincare regimen and they are often embarrassed to admit that they don’t know what to use. Avoid using a tone that may come across as being judgmental, critical or embarrassing — men don’t respond well to these tactics. They also do not do well when loaded up with too many products that cause confusion and frustration. Start male clients on an edited regimen that is easy to follow, and give them specific step-by-step instructions. On subsequent visits, you can add on extra products that may benefit them as needed. Think of your role as one in which you can guide and educate men, rather than a hard-sell approach.
Convenience and speed Once you get men in for any treatment, providing quality service is key. For example, if you want to bring in high-powered executive men, don’t leave them sitting endlessly in the reception area. Men do not like to wait to be treated. They tend to be impatient and on the clock, so keeping to their appointment times, or as close as possible, is an important way to show them that you understand their preferences. Add free WiFi and charging stations to accommodate their need to be
connected. Texting appointment confirmations and reminders is also a tactic that works well with men who are slaves to their mobile devices. Men are also not too keen to come in
between normal business hours, such as 10 am–5 pm. They prefer to pop in for a treatment in the wee hours of the morning or after work. Consider offering at least one late night and early morning specifically to cater to male clients. A Saturday morning also may work well for this purpose. Don’t assume that your male patients
know exactly what treatments you offer. Subtlety is often lost on men and their attention span is limited. Keep them up-to-date on new offerings and introductions via eblasts and by telling them about services that may interest them when they come in. Since men also think of their skin as being tougher and less prone to wrinkles than women’s, they may be less open to signing on for a course of treatments all at once. They are also not as programmed to come back at regular intervals, so offer the option of a pay-as-you-go plan for repetitive treatments. Once they experience the
benefits and results, they will be more inclined to have additional treatments.
Conclusions Trust is a very important factor in gaining male clientele. Once men get to know and trust your clinic as a premier service provider, they may surprise you by coming in regularly for face and body treatments. Men are among the best customers to up-sell, especially when they feel comfortable in your hands. Some men will have one procedure, find that it worked and they were happy with the results, and then come back for another, and another. If you treat them well and over-deliver on their special needs, you may be able to earn their loyalty for the long haul.
Reference
1. Skin Cancer Foundation. Skin Cancer Facts. New York, NY: Skin Cancer Foundation, 2013. www.
skincancer.org/skin-cancer-information/skin-cancer- facts (accessed 21 May 2013)
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