I'm kind of reluctant to post this article today because I don't want you to think that it's wise to spend a lot of time, money, or energy on attracting men to your practice because they make up less than 10% of all procedures done each year.

However, that number is growing and if you are seeing a fair amount of male patients this is going to be a terrific post for you.  I know each area is different and if your practice happens to be one of the anomalies where you see more than 10% male patients pay really close attention.  It will also be very beneficial for the rest of you because you will occasionally see a male patient and the more at ease he is with you and your practice, the more likely it will be that he will choose you for his doctor.

Let's get rolling.

First let's talk a little bit about male ego.  You ever go to the gym and watch other guys watching other guys?  Not in a sexual way, but an envious way?  You see this a lot with teens watching older men lift weights.  If you haven't ever seen this phenomenon you need to spend some time at the gym after high school lets out or on a Saturday afternoon and you'll see what I mean.

At one time I was training to be a bodybuilder so I've become very acquainted with the male ego.  What convinced me not to go very far as a professional is because they all take steroids…yes all of them.  The natural bodybuilding circuit was ok, but there is hardly any money bodybuilding unless you go pro and take steroids.  It was too much work for me for no money.  I like getting paid…even for hobbies.

Why is understanding the male ego important?  Because that's the reason he's coming to see you in the first place most of the time.  Unlike women, he's not likely to tell anyone he just got Botox or a facelift.  It's still not socially accepted among men and it therefore hurts their ego.

This ego is the reason men feel uncomfortable with only women in the practice waiting area.  Doctors having real success with men are usually setting aside a day or an afternoon when they only see male patients.  When men see other men in the practice they don't feel so out of place and will be more accepting of you procedures.

It's also a good idea to separate your before and after photos into two separate books in your waiting room.  One for men and the other for women.  If you have a video displaying before and after photos, make sure you make one just for men to show during the time that you are seeing male patients.

Since men never talk about getting procedures done, they are much less informed about how things are done in the plastic surgery and aesthetic world.  They will need more education as to what to expect and how things work.  Be patient with them.  You will need to ask them a lot of questions because men don't easily admit when they don't know something (ego again…).

Granted, the egocentric male I'm talking about isn't always to that extreme, but we are all that way to some degree…if you don't believe me just ask your wife or girlfriend.  Not that it's a bad thing, I'm just saying things as they are.  If the truth hurts...it's another sign of that ego thing again messing with your brain.

Key points:

1. Don't focus your practice only on men.  If you do see a good amount of male patients than observe the following points.
2. Always remember men have large egos and you need to be sensitive to that.
3. Set aside an afternoon or a day to just see male patients.
4. Make two before and after books for your waiting room, one for men and one for women.
5. If you have a video running in your waiting area make sure you have one focused on male procedures to run during the time you set aside to see male patients.
6. Be patient with them.