Tapping into the underserved male & millennial patient markets

Tapping into the Underserved Male and Millennial Patient Markets

Two of the fastest-growing opportunities in medical aesthetics are also two of the most overlooked: male patients and millennials. In this episode of True to Form, host Tim Sawyer welcomes back Kara Moncrief, Director of Clinical Communications at Viora and a global trainer who has worked with doctors and distributors in more than thirty countries. The conversation digs into what these emerging demographics actually want, how their expectations differ from the traditional patient, and how practices can attract and retain them profitably.

Why Male and Millennial Markets Matter Now

As the industry settles into a post-pandemic rhythm, demand has broadened well beyond the traditional aesthetics customer. Two segments stand out as genuinely underserved, and both represent meaningful upside for practices willing to tailor their offerings. The catch is that you cannot market to them the same way you market to your existing base. Success starts with acquiring the right technology and then speaking to each group on its own terms.

What Male Patients Are Looking For

Men approach aesthetic treatment differently than the typical female patient, and understanding those differences is the key to converting and keeping them. Moncrief, who works with practices that have built entire male-focused offices, highlights a few consistent priorities.

• No downtime. Men are generally far less willing to walk around with visible signs of a procedure. While many women have grown comfortable with brief recovery periods, male patients overwhelmingly want treatments that fit invisibly into their lives.
• Minimal discomfort. Pain tolerance for cosmetic procedures tends to be lower among male patients, so technologies with built-in cooling and comfort features are a major draw.
• Practical, problem-solving treatments. Men gravitate toward treatments that solve an everyday annoyance, such as hair removal for the neck, back, or chest to eliminate ingrown hairs and constant shaving, or acne treatments.

Positioning Your Practice for Men

Because male patients prioritize comfort and convenience, the practices winning this segment lead with those benefits in their messaging. Framing treatments around solving a specific, recurring problem resonates far more than aspirational language built for a different audience.

Understanding the Millennial Patient

Millennials bring a different set of motivations. This group is highly informed, research-driven, and accustomed to making decisions based on what they find online and on social media. They are also entering aesthetics earlier than previous generations, often focused on prevention rather than correction.

• They research before they book. Millennials arrive having already explored treatments online, so your digital presence and education content do a large share of the selling.
• They value prevention. Rather than waiting to address visible aging, many millennial patients want to get ahead of it, which opens the door to long-term treatment relationships.
• They respond to authenticity. Polished but genuine social content, real results, and transparent communication build the trust this group needs before committing.

Gauging Evolving Treatment Interests Over Time

One of the most valuable practices Moncrief recommends is continually reassessing what your patients want. Treatment interests are not static. A patient who comes in for one concern today may be an ideal candidate for something entirely different a year from now. Building regular check-ins and consultations into the patient relationship lets you surface those evolving needs and recommend the right next step before a competitor does.

The Role of Technology and Training

Offering the treatments these markets want means investing in the right platforms, and platform devices that combine multiple technologies on a single system give practices the flexibility to serve diverse needs. Just as important is training. Moncrief emphasizes that strong vendor support and ongoing education ensure providers can deliver comfortable, effective, repeatable results, which is exactly what keeps demanding new patient segments coming back.

Key Takeaways for Practice Owners

• Treat men and millennials as distinct markets. Each has its own priorities and requires tailored messaging.
• Lead with comfort and convenience for male patients. No downtime and no pain are the headline benefits.
• Meet millennials online with education and authenticity. They research first and value prevention.
• Reassess patient interests regularly. Evolving needs are an ongoing source of new revenue.
• Invest in versatile technology and ongoing training. The right platform plus strong support lets you serve more patients well.

The broader lesson is that the practices capturing these emerging segments are the ones that take the time to understand what each group genuinely wants, then build their technology, messaging, and patient relationships around those expectations.