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    How to educate men on aesthetic treatment

    Men are flocking to dermatologists for aesthetic procedures, and they usually know what they want aesthetic procedures to accomplish, but they may not know how to express what they want or what options are available, says an expert at the American Society for Dermatologic Surgery annual meeting in Chicago.

    Michael Eidelman, M.D.Michael Eidelman, M.D., says that with a patient population that's 40% men, increasing numbers of male patients ask him to help refresh their appearance. "Men don't want to look tired. They know they can do something; they just don't know what it is." He is medical director of Chelsea Skin & Laser in New York and assistant clinical professor of dermatology, Icahn School of Medicine at Mount Sinai.

    READ: Targeting male patients in 4 simple steps

    To bridge the gap between a man's current appearance and a younger photograph, "I'm looking at the lines on his face—the depth of the wrinkles, what muscles are pulling and causing some of the changes; and the bone structure—the brow shape and position, eyelid position, shadows and generalized volume loss. I put that together with what they're telling me their concerns are to try to help them understand how we can make some improvements."

    Regarding patient expectations, he says, male patients generally want results that "won't get called out in the locker room or at work." Along with the patient's budget, he considers what's realistic and how to achieve the biggest impact with the least downtime. He builds trust by crafting the treatment plan around the patient's lifestyle. "Many men don't have as much information available to them about how things work, as well as how quickly they work and what side effects may occur," says Dr. Eidelman, so he carefully reviews with them each treatment's onset time and potential adverse effects.

    Dr. Eidelman also queries men more aggressively than women about their work and social calendar. "Many men are in the office and ready to go—they don't think 'I have a board meeting tomorrow night.'"

    NEXT: Titrating treatments

    John Jesitus
    John Jesitus is a medical writer based in Westminster, CO.

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