Is your plastic surgery practice ignoring an important demographic of potential new patients? According to a recent Washington Post article, Americans in the 65+ age bracket may be a promising age group to target.
The article highlighted some interesting data from the American Society for Aesthetic Plastic Surgery:
The number of people age 65+ undergoing facelifts and eyelid surgeries over past 2 decades has more than DOUBLED, with a lot of that growth taking place over the last 5 years.
39,772 eyelid surgeries were performed on patients age 65+ in 2015.
39,632 facelifts were performed on patients age 65+ in 2015.
Doctors estimate that about ¾ of their older patients are new to plastic surgery.
What’s contributing to this trend? The Washington Post article noted there is a larger population of older Americans due to the aging Baby Boomer population, longer lifespans, more fit older Americans, an aging population remaining in the workforce longer, and even dating at an older age. The article also noted the advancement of technology that allows for lower-risk procedures for older individuals, as well as the normalization of plastic surgery in today’s society. Read the full article here.
What Does This Mean for Your Plastic Surgery Practice?
With so many older Americans being healthier and more active than senior citizens of the past, many individuals in their 60s, 70s, and even 80s want to look as young as they feel. This has led to greater interest in cosmetic surgery procedures by this age group.
If you are a plastic surgeon who wants to attract more new patients to your practice, you may want to consider targeting older individuals who are looking for a more youthful appearance. This requires plastic surgery marketing that is specifically catered to this older population. Internet marketing is a highly effective way target specific groups of potential patients in the places they are already spending a majority their time (on search engines such as Google, on websites related to their interests, on their smartphones, etc.).
Debunking the Myth: ‘Senior Citizens Aren’t Active on the Internet’
While many people assume that it is only the younger crowd that is digitally inclined, research proves the contrary. According to data from the Pew Research Center, the percentage of American adults age 65 and older who report that they use the Internet has grown from 14% in 2000 to 58% in 2015, making it the demographic with the fastest adoption rates. This age group is also increasingly more active on social media, with 35% of individuals age 65 and older using social media compared to just 2% in 2005.
In addition to that, data from comScore’s “2016 U.S. Cross Platform: Future in Focus” report shows that as of December 2015, 67% of Internet users age 55 and older were “multi-platform” users, meaning they use both desktop and mobile devices. This is a 10-point increase from 57% in December 2013.
Get Found Online with the Help of Scorpion’s Plastic Surgery Marketing Experts
If your plastic surgery practice is marketing to potential patients on the Internet (which it should be if it wants to stay competitive), don’t forget about a key part of your target audience—senior citizens age 65 and older. They, too, are searching for plastic surgeons, and chances are a significant portion of this population will turn to a computer or smartphone to do so. Make sure your plastic surgery is one of the first plastic surgery practices they notice!
Our plastic surgery marketing professionals at Scorpion can help you create targeted marketing and advertising campaigns so you can reach the right audience and attract more patients.
Contact us to find out how Scorpion can help you grow your plastic surgery practice!
About the Author
Andrew Luna is a Regional Sales Director at Scorpion who helps cosmetic and reconstructive surgeons improve their online visibility and attract more patients through the Internet. Andrew has more than 10 years of advertising and marketing experience, which covers print, direct mail, TV, and digital marketing. He is very passionate about seeing his clients succeed and grow their practices.
In his free time, Andrew enjoys traveling, spending as much time as possible outdoors, watching and attending sporting events, watching sci-fi movies, cooking, and spending quality time with his wife and daughters.