Plastic surgery and related physical enhancement procedures are not for everyone. Typically, more women than men opt to have work done on areas like tummies, torsos, and faces. Dermabrasion and chemical peels are additional services that can improve a person’s appearance by removing scars or improving skin condition on various parts of the body. To target specific population segments who are more likely to be interested in these procedures, a marketing plan should be developed that will appeal to people with specific interests and needs. Here are possible options and venues for marketing this type of cosmetic service.
Trade Shows and Events
Trade shows and professional conferences related to beauty and fashion products may serve as effective outlets for posting signs or distributing brochures with information about cosmetic surgery. Retail outlets who specialize in beauty products for the hair and skin, in particular, as well as the latest fashions in clothes, hairstyles, and makeup could be willing to partner with plastic surgeons to display promotional materials to prospective clients. Even providing information helps to get the word out among industry specialists who are often willing to share the information with current customers. Many key events of this type accept paid ads for their programs or for newsletters, which is another way to build public awareness of this service.
Medical practices devoted to skin diseases and problems like acne and psoriasis or skin cancer and other scarring conditions often refer patients to plastic surgeons for procedures that will help to remove or hide skin-based scars, pitting, and related conditions. Allergists sometimes have patients with similar skin reactions that may need or benefit from plastic surgery. Teaming with these medical practices can ensure that patients have access to plastic surgery evaluations and skin treatment options that can address treatable skin disorders beyond the scope of the typical dermatologist, like skin ulcers and varicose vein treatments.
Drugstores and Pharmacies
Customers who have prescriptions filled at these stores often browse other products while waiting for their medication. Appropriately placed signs, brochures, or postcards that can be mailed for free information may be of interest to those with skin problems or who are interested in improving their physical appearance. Middle-aged or older people, who are possibly the largest groups to have prescriptions filled, may be interested in learning more about cosmetic procedures that can help them to look better and function more effectively. Some may want to have skin tags removed, while others are curious about getting a facelift procedure, for example.
Day Spas and Hair Salons
A spa visit is not only relaxing and rejuvenating, but it also can be enlightening in terms of learning about appearance enhancements that may be available. Looking and feeling good is a common objective for many people who visit spas, especially since spas tend to attract well-to-do, fashionable people who can afford the services. Low-key placement of cosmetic surgery and related services materials is likely to attract client interest as part of an expanded beauty regimen. Hair styling salons that provide waxing service and brow treatments in addition to hair care might also be willing to display plastic surgeon ads or business cards on their checkout counter or in the company print or digital newsletter, which some salons offer to customers with salon updates and related services.
Although it may seem odd, people who visit travel agencies to schedule vacations or long-range trips often plan plenty of leisure time, sometimes at the ocean or pool-side. Dressed lightly in tropical climates or for water recreation means that more skin will be exposed; in fact, most the body’s surface area could be visible to the public. Travelers are likely to feel self-conscious about their appearance and may be inclined to consider plastic surgery before their trip. Having information available at the travel agency in a kiosk of travel services or amid a collection of area business cards might grab customers’ attention as they prepare for their trip. If they don’t get cosmetic surgery before they travel, they may remember the surgeon’s name and card for later when they return after deciding they want to look better for the next trip.
Swimwear Clothing Departments
Any clothing store or department will have clothing that is stylish, some of which exposes parts of the body to public view. Some fashions are purchased to commemorate various seasons of the year or special celebrations. In each of these situations, shoppers want to look their best, and cosmetic surgery may be just what they need to remove flaws and feel fabulous. Thoughtfully-placed business cards or fliers with fashion-conscious models showing before-and-after photos of cosmetic procedures may help to convince shoppers that plastic surgery could give them the complete physically appealing look they want, especially while wearing swimwear. However, brochures or fliers might be useful in any type of clothing department when distributed in a tasteful manner.
Social media is the perfect place to market plastic surgery and related procedures. A Linked In account allows the registrants the opportunity to introduce themselves and their line of business as well as write occasional posts about industry news. Without being pushy, plastic surgeons can demonstrate knowledgeability and professionalism that readers can keep in mind in case they consider plastic surgery in the future or share the information with someone they know who is considering these procedures. Facebook lets users arrange an webpage that is almost like a mini-business. As long as the information and tone are not pushy, a plastic surgeon can provide skin care tips, screening advice, and consultation services that may be of interest to viewers. Twitter lets users tweet frequently about their business services in a casual and informational way to keep their names in the public eye for future reference. Because it’s free, convenient, and effective, social media offers great value for spreading the word about professional services.
A Few Additional Ideas
- Cable television ads placed during soap operas and romantic films is an option utilizing visual media.
- Blog posts on the surgeon’s blog or as a guest blogger for others about the safety and benefits of effective cosmetic surgery are another way to inform the public about beneficial plastic surgery procedures.
- Advertisement signs at makeup counters everywhere could attract the attention of people with facial blemishes that might be treatable with plastic surgery.
Many people of all ages have considered various forms of plastic surgery, and others are open to the idea. The marketing goal can be to provide access to practitioners’ information so that prospective clients can learn more to decide if cosmetic surgery could improve their health, attractiveness, or well-being.