Commentary on: An Assessment of Gender Differences in Plastic Surgery Marketing in the United States: Are We Neglecting Our Male Patients?

The commentary discusses a study that investigated the marketing of plastic surgery procedures to male patients in the United States. The original study conducted an internet search of plastic surgeon websites to assess the promotion of male-specific services and the presence of male images. The commentary acknowledges potential flaws in the study's methodology, such as the possibility of missing practices that cater to male clients and the limited number of images reviewed per website. The authors of the commentary share their own experience in attracting male clientele through targeted marketing, noting a significant increase in male patients for procedures like cryolipolysis after initiating a male-oriented campaign. They report that men now constitute approximately 40% of their cryolipolysis practice and have seen an increase in the overall proportion of male patients in their surgical practice from 11% in 2012 to 19% in 2015. The commentary agrees with the original study's conclusion that there is a growing interest among men in cosmetic procedures and that practices should make efforts to attract this demographic.