Adjustments to Appearance and Attitude Although the total number of 2014 surgical and non-surgical cosmetic procedures in the US declined, compared to 2013, the total was still more than 10 million on which Americans spent $12 billion just as they did during 2013. The surgical procedures that increased the most from 2013 to 2014 were buttock augmentation, 86.1%; labiaplasty, 48.6%; breast revision, 30.4%; buttock lift, 14.8%; and chin augmentation, 11.1%. Of 15 major non-surgical procedures, all but four decreased from 2013 to 2014: fat reduction, +42.7%; laser skin resurfacing, +13.6%; chemical peel, +9.0%; and skin tightening, +1.6%.

Your Body and Your Face Are Your Brand Although women accounted for 9.6 million of 2014’s total of 10.66 million cosmetic surgical and non-surgical procedures, or 90%, since 2000 aesthetic procedures on men have increased 43%. The top 5 cosmetic surgeries for women during 2014 were liposuction, breast augmentation, tummy tuck, eyelid and breast lift. The top 5 cosmetic surgeries for men during 2014 were liposuction, nose, eyelid, male breast reduction (for the treatment of gynecomastia) and facelift.

A Well-Paid Profession According to the International Society of Aesthetic Plastic Surgeons (ISAPS), there were 6,300 cosmetic surgeons practicing in the US during 2014, or a 2.7% increase. In its 2014 Statistics on Cosmetic Surgery, The American Society for Aesthetic Plastic Surgery reported that fewer surgeries were performed in office facilities, or 56.3%, versus 2013’s 57% while hospitals increased from 14 to 17.2%. Of the 26 specialties in the Medscape Physician Compensation Report 2015, cosmetic surgeons earned the fifth highest annual salary, at $354,000, and were second in non-patient care activities compensation, at $26,000.

Ready for a Remake According to a September 2015 poll by YouGov, 7% of all US adults said they had had cosmetic surgery, or men, 4%, and women 9%. Adults, 30–44, were the largest age group to have had cosmetic surgery, at 10%. By ethnicity, 14% of Latino Americans said they had had cosmetic surgery, compared to 6% for European Americans and 4% for African Americans. By household income, $50,000–$100,000 was the largest group, at 10%. When asked if they would elect cosmetic surgery if money were no object, 28% of adults said yes, with men, 21%, and women 35%. Again, the 30–44 age group was the largest at 32%, but even 25% of those 65+ also said yes.

Face Forward According to the 2015 annual survey from the American Academy of Facial Plastic and Reconstructive Surgery, the number of patients who wanted cosmetic surgery based on popular celebrities’ looks increased from 3% during 2013 to 13% for 2014. Cosmetic surgeons are now using 3D printing technology to create models of the anticipated results of surgery, so surgeons can improve consultation practices and patient satisfaction. It is most helpful for rhinoplasty and breast augmentation. Social media and selfies have made people more self-conscious, resulting in 58% of facial cosmetic surgeons stating that they had received an increase in requests for surgery or injectables from patients 30 years of age and younger.

Advertising Strategies Women are clearly the target audience for cosmetic surgeons, so show them how TV can deliver the various sub-audiences: breast augmentation for women, 19–34; liposuction for women, 35–50; and facelifts and eyelid surgery for women, 51–64. Although men account for only 10% of all cosmetic surgery, they are a growing market, and TV is where a proactive cosmetic surgeon could build a brand as the practice specializing in male procedures and capture the largest share of the local market into the next decade. Recommend to any cosmetic surgeon with an aggressive social media marketing program that TV is the best place to reach the widest, largest and most diverse audience to increase social media traffic significantly.

Social Media Strategies Cosmetic surgery is such a personal choice that a cosmetic surgeon must have a blog to provide the detailed information potential patients are seeking and to build a high level of trust, integrity and surgeon/patient engagement. Cosmetic surgeons should include before-and-after photography of every procedure as part of their services, and then provide those images to their patients, so they can share them on social media, including comments about the experience and the quality of the practice. Cosmetic surgeons should encourage staff members to create short video clips about their experiences with patients, patient stories and patient reactions to the results of their surgical or non-surgical procedures, and then post these regularly on social media pages.