Men & Med Spas: 6 Marketing Mistakes Killing Revenue & How to Fix Them

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Let’s get one thing straight– men like to be pampered too!  

From “bro-tox” to “manscaping,” the rise in demand for men’s beauty and grooming services is undeniable. With major societal shifts and fading stigmas around men’s beauty, unfortunately, medical spa practices fail to recognize this untapped market, continuing to underserve men– and those who try have got it wrong. 

By overlooking male clients’ needs, concerns, and preferences, these businesses miss out on a significant opportunity to tap into a thriving market. It’s time for med spas to step up their game and recognize that men deserve to be pampered and catered to just as much as women! 

In this in-depth guide, we will: 

  • explore common marketing blunders that turn men away. 
  • provide valuable insights on how to attract and retain this profitable demographic. 
  • deliver actionable tips to boost your revenue and market share.


Ignoring the Male Perspective

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A man in a checkered shirt standing on the beach and looking at the beach.

A common, yet critical marketing mistake is disregarding the unique needs and concerns of male clients. Medical spa owners need to switch up their marketing techniques through advertising campaigns, email marketing, social media marketing, and other valuable channels and recognize using the same messaging won’t resonate.  

By overlooking men as an essential part of their clientele, med spas inadvertently send a message that they are not welcome or do not cater to their needs. 

Our Fix: 

To rectify this mistake, med spas should develop marketing strategies that are inclusive of men and speak to their motivations.  

Therefore, marketing messages should focus on the practical benefits of medical spa services– such as quick results and easy appointment scheduling– or how they can solve a specific problem. 

Additionally, featuring male success stories in your medical spa advertising is a powerful way to connect with potential male clients and show that your practice understands their needs. Leveraging these valuable testimonials will mimic the word-of-mouth effect, as you showcase real people who benefit from your services, strengthening your credibility and authority. 

2. Forgetting Emotional Drivers

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Happy Asian man at work with a desktop pc in a modern office.

Men have feelings too! While many marketers boil down the difference between the genders to logic vs emotion– we disagree. The misconception stems from businesses struggling to recognize and capitalize on the emotional drivers of men. It’s true, men tend to prioritize convenience, comfort, and efficiency when it comes to choosing beauty treatments– but this doesn’t mean emotional factors don’t come into play. 

Identifying emotional drivers opens up a new ally of communication, effectively speaking to why men should seek aesthetic services. While they share many of the same motivators as women, the two genders are on different sides of the same coin.  

Our Fix: 

Are women more emotional than men? Not really, studies find. This outdated stereotype hinders modern-day marketing by hindering relationship-building with the male audience. 

Our approach is to understand and acknowledge the emotional drivers that motivate men when seeking beauty treatments. Rather than simplifying the difference between genders to logic versus emotion, we recognize that men prioritize convenience, comfort, and efficiency in their decision-making process, and then drive the message home by appealing to emotional motivations. This understanding becomes increasingly vital when you reach the sales process. 

Men often seek cosmetic procedures to enhance their professional image, attract romantic partners, and address personal concerns and insecurities, as opposed to many women who more readily seek cosmetic treatments to continuously satisfy higher societal expectations. Typically, while preventative benefits are a plus, men are mainly motivated by cosmetic concerns they are already experiencing– illustrating the divide. 

By recognizing and addressing these unique emotional drivers, businesses can build stronger connections with their male audience and efficiently navigate the market. 

3. Lack of Male Representation

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Male patient undergoing botox injection.

Plastic surgeons and aesthetic medical practices are often reluctant to tailor their marketing efforts to men due to the misconception that the male market is unprofitable– which is far from true. By treating men as a second-rate patient base, the disconnect can be seen in their marketing campaigns– and it’s obvious. 

Seeing only women receiving treatments can make men feel out of place and discourage them from seeking services. The recent shift in societal views birthed a major wave of desire for traditionally woman-centric businesses to foster diversity and inclusivity– including aesthetic practices. The absence of male representation in marketing materials is a significant deterrent for men considering med spas. 

Our Fix: 

Your digital marketing efforts should feature men not only in ad imagery but also in your content marketing to create a lasting impact. Quality content surrounding men’s concerns and needs through social media posts and blogs is a powerful way to build a trusting relationship and educate them on the benefits of med spa services. 

Featuring images and patient reviews from male clients who have had positive experiences is an effective way to inspire potential male customers and give them a glimpse of your expertise. By showcasing successful outcomes for men, med spas can help build trust and credibility among this demographic. 

Not only does this communicate the value and abilities of med spa services but will boost your online reputation as an accepting and inclusive business. The benefits don’t end there– increased traffic from men will also strengthen your online presence.

4. Gender-Specific Branding

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Young man enjoying his grooming and skincare routine as he uses a beauty product on his face.

You can imagine, most men won’t enter a clothing store solely displaying women’s clothing– and the same goes for beauty services. Employing gender-specific branding that primarily appeals to women alienates this significant market of potential customers. Pink and floral designs, feminine language, and exclusively featuring women in promotional materials can inadvertently create a perception that med spas are only for women. 

Some may argue that gender-specific branding is knowing your target audience– but it’s more nuanced than that. Overly feminized branding has primarily been the norm due to the stigma surrounding men’s beauty that has plagued the industry in past years.  

Times are changing and recent, progressive attitudes in society have come far, calling for businesses of all industries to be more inclusive. Men deserve to experience self-care too! 

Our Fix: 

Nobody is telling you to turn away or forget about women– but there’s a balance to be reached that creates happy customers in both men and women. 

To attract men, med spas should adopt a more gender-neutral branding approach that reflects the diverse clientele they aim to serve. Moving away from branding that shouts “girls only” will put your practice in a positive light and reflect progressive values and ideals. 

Using colors, imagery, and language that appeal to both genders creates an inclusive atmosphere that is welcoming to all. Diving deeper, incorporating a diverse range of visuals and communication, and segmenting your marketing campaigns based on the specific needs and interests of male clients can further enhance your practice’s appeal and effectiveness in capturing the male market. 

This approach not only enhances the overall experience for both male and female customers but also reflects your commitment to embracing diversity and meeting the values of today’s audience.

5. Not Offering Men-specific Services

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Portrait of man with a facial mask in med spa.

While many treatments are beneficial for both genders, med spas should consider packaging treatments and tailoring the selling points to men’s needs. Popular procedures such as Botox, hair removal, hormone therapy, body contouring, and skin treatments for concerns like razor bumps or acne are in high demand among men– but are commonly advertised with messaging that appeals to women. 

Recent discoveries in men’s shopping behaviors present a unique and profitable opportunity for med spas and can be used to guide strategic marketing efforts. 

Studies have shown:  

  • Men are more likely to buy male-marketed products and services as opposed to those marketed to women. 
  • They also are more ready to buy on a need-basis, and less likely to find pleasure in the shopping process compared to women. 
  • Men easily compromise for quality services rather than women who are more price-sensitive. 

Our Fix: 

Advertise your services in a way that solves male-specific problems such as solving the hassle of shaving troublesome areas like the chest and back. This effectively communicates the benefits of treatments in a way that resonates. 

Additionally, creating packages with complementary services simplifies the shopping process, and encourages men to take advantage of multiple services they’re introduced to. Think: Botox and laser skin resurfacing. Not only will great results from combination therapies create loyal customers– but your revenue will dance too. 

Men-specific packages intended to solve multiple needs will create more appeal and silence any worries that they’re receiving a treatment meant for women. Incorporate these into marketing campaigns and promotional materials to raise awareness among men and generate interest in this target demographic.

6. Projecting Hypermasculinity

Since the birth of advertising, leveraging the concept of masculinity to promote products targeted at men has been a longstanding practice. The promotion of hypermasculine ideals can be attributed to harmful stereotypes that have long been perpetuated in society.  

In a misguided effort to attract men, some med spas may lean into hypermasculine imagery and messaging. However, this approach often has the opposite effect and causes men to feel like they need to conform to a certain type of masculinity or that their concerns are not taken seriously. 

More men each day are waking up and realizing that adhering to hypermasculine ideals promoted in advertising can be detrimental and limiting– and this includes seeking aesthetic treatments. Society calls to redefine what it means to be a man, and with it comes breaking down the barriers associated with men receiving beauty treatments. 

Our Fix: 

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Laser hair removal on man’s abdomen.

Drop the clichés and opt for a more subtle approach that does not rely on antiquated stereotypes. Create content and campaigns that focus on the needs of men but respect their individual diversity and encourage conversations about the importance of self-care and cosmetic medical services. 

The shift in mindset presents an opportunity for advertisers to embrace a more diverse and progressive approach, promoting a healthier and more nuanced understanding of masculinity. 

By breaking free from harmful stereotypes, brands can connect with men on a deeper level, acknowledging their multifaceted identities and empowering them to embrace their unique qualities and preferences. 

Embrace the Male Market & Stay Ahead

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Conquering the male market has long been a challenge for medical spa owners and operators. The industry has predominantly catered to women, with offerings and perceptions deeply rooted in a female-focused approach, outdated by the values of today’s patients. 

While shifting these long-standing perceptions won’t happen overnight, answering society’s call for inclusivity and challenging outdated tradition gives your practice a competitive edge and a jumpstart to the rapidly growing revolution. 

Head back to the drawing board and implement our six tips to ignite your marketing campaign, stay relevant with modern-day demands, and skyrocket your revenue to new heights! 

Ready to unlock your full potential? Maximize your revenue and contact SalesMD today! 

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