When we sign up new clients for our digital marketing services, we ask them standard questions about their practices, such as the ratio of female to male patients. Almost 100% of the time, their clientele is predominantly female. We then follow up by asking, “Would you like to market more toward men?” The answer to this question typically goes one of two ways: either the client isn’t ready to start targeting more male patients at all, or they are interested but have no idea where to begin.
Catering to the male patient isn’t rocket science, but it does take some strategy. It is possible to get more men in the door, you just need to learn how to get on their level. Furthermore, you can get male patients without spending thousands of dollars on additional marketing strategies. All it takes is a little know-how and these four simple steps:
1. Establish Relevant Services
NEXT: 1. Establish Relevant Services
1. Establish Relevant Services
When our clients are ready to expand their marketing to men, the first step is usually determining which of their services can be applied to both genders. Laser hair removal, wrinkle relaxers and skin rejuvenation are common aesthetic services that men ask for. They often have the same cosmetic concerns that women do; it’s talking to them on their level about their concerns that makes the difference.
NEXT: 2. Create “Men’s Services”
2. Create “Men’s Services”
During my experience in the medical marketing industry, I’ve seen many clients try to cater to men by simply adding, “This service is great for men, too!” onto content pages that have images of women and were clearly written to speak to the female patient. This is the wrong approach because men are not going to respond. They are going to feel as though they don’t belong on that page, and they will either move on or abandon their search entirely. Once you establish which of your services men will potentially be interested in, dedicate at least one separate page for these services. “Men’s Services” pages not only distinguish an essential separateness from the female treatments, the sharing of these pages on social media platforms will get more attention and traffic back to your site.
For example, one of our clients, Dr. Thomas Jeneby of Plastic and Cosmetic Center of South Texas, has a dedicated page of men’s services called “Man Town,” with imagery and language that is specifically tailored to his male patients.
NEXT: 3. Talk Guy Talk
3. Talk Guy Talk
Although men and women tend to have the same cosmetic concerns, it’s absolutely essential to remember that their objectives are different. Women seek aesthetic treatments to feel beautiful, soft, supple and to visibly turn back the hands of time. Men want to compete in the workforce and in social situations with younger men and want to keep their masculine features tight and their skin strong and healthy. You don’t have to use flowery language or clever marketing gimmicks to get men through the door — just learn how to understand what they want, and talk to them simply and honestly through your content.
NEXT: 4. Earn Their Trust
4. Earn Their Trust
While it’s becoming more commonplace for individuals to receive cosmetic treatments, there is still a stigma against it for men in particular. In order to alleviate their hesitation and get them to fill out an online form or pick up the phone, you have to reassure them on your Men’s Services pages that you understand that men have unique needs, and that your practice caters to those needs. Tell them their results will be discreet, and no one will ever know that they have “had work done.” By indirectly addressing the stigma, you help them establish confidence in their decision to pursue treatment.
Adam DeGraide is an entrepreneur, sales & motivational speaker and an expert in digital marketing. As the CEO and Co-Founder of Crystal Clear Digital Marketing, he is a seasoned veteran Internet marketer who has served more than 3,500 small businesses and built companies with enterprise values in excess of $200 million.
