Cosmetic Surgery Marketing Opportunity Growing Among Minorities

By Stewart Gandolf
Chief Executive Officer

"Surgery 4" room plaque on doorAsian, Hispanic cultures are comfortable with procedures according to a recent AACS survey.

Any sort of economic rough road will do it. When the national economy is down, the American public approaches elective healthcare slowly.

The last few years have been financially bumpy for many professions, including — perhaps especially — elective medical aesthetics practices. And, just as certainly, a lot of practices have been working hard to maximize their plastic and cosmetic surgery marketing efforts and find a receptive audience.

There could be a ray of sunshine – and a potential marketing opportunity – revealed in the results of a survey released by the American Academy of Cosmetic Surgery (AACS). More than half of the respondents said they think the popularity of cosmetic surgery has grown among members of their racial/ethnic group in the last five years.

According to the AACS survey:

Among racial/ethnic groups, Asians reported that cosmetic surgery is most popular (31.4 percent of respondents). They were followed by Hispanics (27.4 percent) and African-Americans (18.8 percent) in cosmetic surgery popularity. About one quarter of respondents surveyed indicated they knew someone of the same racial/ethnic background who has had cosmetic surgery.

For invasive cosmetic surgery procedures, the most common surgery for Asian respondents is a facelift. Among black respondents, the top procedure is liposuction. And for Hispanic respondents, the most popular procedure is abdominoplasty (tummy tuck). More than 30 percent of respondents said they would seek out a cosmetic surgeon of the same race/ethnicity as themselves.

The survey results from the AACS might point your cosmetic and plastic surgery marketing plan in a different and more productive direction. [Survey: American Academy of Cosmetic Surgery]

Related: Plastic Surgery Web Design

 

Stewart Gandolf
Chief Executive Officer at Healthcare Success
Stewart Gandolf, MBA, is Chief Executive Officer of Healthcare Success, one of the nation's leading healthcare and digital marketing agencies. Over the past 20 years, Stewart has marketed and consulted for over 1,000 healthcare clients, ranging from practices and hospitals to multi-billion dollar corporations. A frequent speaker, Stewart has shared his expertise at over 200 venues nationwide. As an author and expert resource, Stewart has also written for many leading industry publications, including the 21,000 subscriber Healthcare Success Insight blog. Stewart also co-authored, "Cash-Pay Healthcare: Start, Grow & Perfect Your Cash-Pay Healthcare Business." Stewart began his career with leading advertising agencies, including J. Walter Thompson, where he marketed Fortune 500 clients such as Wells Fargo and Bally's Total Fitness.

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