The popularity of plastic surgery is undeniable. What may be interesting to note is how much of an impact the Baby Boomer generation has on the number of plastic surgery procedures performed. Baby Boomers are those born between 1946 and 1964. Karen Zupko and Sheila Hall from the Aesthetic Society News magazine recently reported some interesting Baby Boomer, cosmetic and plastic surgery statistics:
- 7,000 Baby Boomers turn 65 per day in 2011 – This will jump to 10,000 per day over the next 18 years according to Pew Research.
- People age 51-64 account for 28% of total plastic surgery procedures
- People over 65 account for 7.3% of total plastic surgery procedures
- Baby Boomers make up 35% of plastic surgery patients
- The rate of men age 50-64 who color their hair grew from 3-10% from 1999 to 2000
- 2,437,165 Botox procedures were performed in 2010 (all age groups) – Non-invasive procedures are growing with men accounting for 15% of injectable market and 26% of skin rejuvenation market.
How can plastic surgeons capitalizing on this demographic? The authors suggest a few ideas to appeal to this group:
- Have marketing material in larger font for ease of reading
- Offer a pampering environment
- Don’t waste patients’ time by making them wait
- Focus on men too as they are becoming more interested in plastic surgery
- Don’t focus on age in marketing because according to Pew Research, this group feels 9 years younger than their true age
- Make things convenient for them
For those targeting Baby Boomers in their marketing plan, they may want to consider television advertising as Boomers watch more television than any other generation.
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