Center for Plastic SurgeryDiamond St.

“Artistry, Beauty, and Experience”A e s t h e t i c a n d R e c o n s t r u c t i v e S u r g e r i e s f o r A l l

Negative◦ Expensive◦ Risky◦ Superficial◦ “Hollywood”◦ Unnecessary◦ “Makes people look fake”

Positive◦ Improving one’s image◦ Enhance opportunities (In

personal life and at work)◦ Birth defect correction

PREDISPOSITIONS

People are being more frugal with their current purchases due to the current recession◦ consumers are saving more money instead of spending it

Cosmetic surgery is considered a “luxury” purchase by many consumers

Why would someone consider having cosmetic plastic surgery in today’s economy?◦ Some people may feel that in order to make more money at

work, they must improve their looks

ECONOMIC FACTORS

Since 1997 there has been a 457% increase in the number of cosmetic procedures

Top 5 Cosmetic Procedures (overall)o Liposuctiono Breast Augmentationo Eyelid Surgeryo Abdominoplastyo Breast Reduction

Americans spent $13.2 billion on cosmetic surgeries last year

11.7 Million surgical and non-surgical cosmetic procedureso Surgical accounted for 18% of that totalo Non-surgical procedures accounted for 82%

In recent years, reconstructive surgeries have declined in numbers, in response, surgeons have taken on a larger case load of cosmetic surgeries with the hopes of maintaining steady income

Price sensitivity of patients has resulted in surgeons decreasing prices for procedureso Increasing bargaining power of consumers

MARKET TRENDS

MARKET TRENDS (CONT.)

MARKET TRENDS (CONT.)

Direct Mailings◦ Survey sent to local residents (within 50 miles of office)◦ Sent to residents under 65 years old◦ Household income of $10,000+◦ Male and Female◦ Education level: high school diploma, Associate’s Degree,

some college, bachelor’s degree, graduate degree Using a direct mailing list service, we are able to reach

to 311,937 residents

PRIMARY RESEARCH

How old are you? (Please mark the appropriate age range)◦ 18-24 years old◦ 25-34 years old◦ 35-44 years old◦ 45-54 years old◦ 55-64 years old

Marital Status◦ Single ◦ Married

Gender◦ Male◦ Female◦ MTF◦ FTM

Do you have any children?◦ Yes◦ No

Highest achieved education level:◦ Did not finish high school◦ High school diploma◦ Some college◦ Associate’s Degree◦ Bachelor’s degree◦ Masters degree

Total household income◦ $10,000 - $25,000◦ $26,000 - $40,000◦ $41,000 - $55,000◦ $56,000 - $70,000◦ $71,000 - $85,000◦ $86,000- $100,000◦ $100,000+

Ethnicity◦ Caucasian◦ African American◦ Hispanic◦ Native American◦ Other: _____________________________

Have you had plastic surgery before?◦ Yes◦ No◦ If yes, what procedure(s) have you undergone?

_____________________________________________

Do you approve of plastic surgery for reconstructive needs?◦ Yes ◦ No

Do you approve of plastic surgery for cosmetic needs?◦ Yes◦ No

Would you consider plastic surgery for yourself or in the future?◦ Yes◦ No

PRIMARY RESEARCH (CONT.)SAMPLE OF SURVEY

American’s general approval of plastic surgery◦ 56% of women say they approve of

cosmetic surgery ◦ 57% of men say they approve of cosmetic

surgery

Would consider cosmetic surgery for self, now or in the future◦ 31% of women ◦ 20% of men

Would consider cosmetic surgery for self, now or in the future, by race/ethnicity [includes both men and women]◦ 27% of white Americans ◦ 24% of non-white Americans

Would consider cosmetic surgery for self, now or in the future, by age [includes both men and women]◦ 10% of Americans age 65 or older◦ 21% of 55-64 years old◦ 27% of 45-54 year olds ◦ 34% of 35-44 year olds ◦ 34% of 25-34 year olds ◦ 27% of 18-24 year olds

Would consider cosmetic surgery for self, now or in the future, by marital status [includes both men and women]◦ 26% of married Americans ◦ 25% of unmarried Americans

Would consider cosmetic surgery for self, now or in the future, with a child in household [includes both men and women]◦ 29% of Americans with child in household ◦ 24% of Americans with no child in

household

SECONDARY RESEARCH

The top five surgical procedures for men were: ◦ Liposuction, ◦ Eyelid surgery ◦ Rhinoplasty ◦ Breast reduction to treat enlarged

male breasts◦ Hair transplantation

The top five surgical procedures for women were: ◦ Breast augmentation ◦ Liposuction ◦ Eyelid surgery ◦ Abdominoplasty ◦ Breast reduction

The most common procedures for age 18-and-under were: ◦ laser hair removal ◦ Microdermabrasion ◦ Chemical peel ◦ Otoplasty (ear

reshaping) ◦ Rhinoplasty

SECONDARY RESEARCH (CONT.)

Major Competitor◦ Leo R. McCafferty M.D., F.A.C.S.

Has two offices in the Pittsburgh area Secondary Competitors

◦ Dennis J. Hurwitz, M.D.◦ James Fernau, M.D.◦ Raymond A. Capone, JRr., M.D.◦ Robert W. Bradon, M.D.◦ Richard Thomas Vagley, M.D.

COMPETITIVE ANALYSIS

PROFIT CENTERS

Aesthetic/Gender Reassignment Reconstructive

Breast Augmentation*◦ MTF Top surgery◦ FTM Top surgery◦ Reducation/implants

Liposuction Rhinoplasty (Nose Job) Botox Injections* Laser hair removal* Eyelid surgery Tummy Tuck Hair Transplant Chemical Peel Microderm Abrasion Facial Feminizatoin* Thyroid cartiliage reducion* Lip augmentation*

*= includes Gender Reassignment procedure

Birth Defect removal Breast Augmentation

◦ Following breast cancer Laceration Repair Hand surgery Scar removal

TARGET MARKETS/DEMOGRAPHICS

Cosmetic Reconstructive

Demographics Age

◦ 18-65 years old Gender

◦ Male/Female (more females) Education

◦ Some college◦ Bachelor’s Degree◦ Masters

Marital Status◦ Married/Single

Income◦ $15,000+ (possibly paid for by family member)

Psychographics Successful Superficial Body conscious Trying to get ahead at work In secure Just beginning to step into the “real world”

Demographics Age

◦ 6 months + Gender

◦ Male/Female Education

◦ Doesn’t matter Marital Status

◦ Married/Single Income

◦ $15,000+

Psychographics Hope to be accepted Victim of accident Self conscious Traumatized Yearning to look “normal” Parent’s may want to give their child (with a

birth defect) a chance to grow up looking like other kids

Cancer survivors (i.e. breast cancer, skin, etc…)

TARGET MARKETS/DEMOGRAPHICS

Gender Reassignment

Demographics Age

◦ 20+ Gender

◦ MTF◦ FTM

Education◦ Some college◦ Bachelor’s Degree◦ Master’s

Marital Status◦ Single◦ Married◦ Partnered

Income◦ $25,000+

Psychographics Re-identify self Insecure Self conscious Uncomfortable in own skin These individuals will meet whatever

is possible to make them the person they feel they really are

Willing to take multiple mortgages on home

Invite prominent individuals from local area organizations for a gathering at office before opening◦ Allow them to tour facility, learn about procedures offered and

financing options◦ Discuss with them our intentions as far as getting involved with the

community (how can we get involved with their organizations?)◦ Those who attend will receive a free consultation

Organizations:◦ Pittsburgh Women’s Center◦ Local American Cancer Society chapter◦ American Red Cross of Pittsburgh◦ Family Health Center◦ Pennsylvania Medical Society◦ Gay and Lesbian Center of Pittsburgh◦ Local YMCAs

INITIAL PROMOTION

Mission Statement:“Our patients experience a new world of options keeping their overall health and best wishes in mind using the latest and safest medical technologies, specializing in the areas of aesthetic and reconstructive surgeries for all.”

We are one of few offices in the nation that offer cosmetic procedures for patients under going gender reassignment

Counseling (pre-op/post-op) with patients Submit insurance and set up appointment on website Partnership with local area hospital referring patients to our office

(shows local healthcare trust in our services◦ Working with patients who are left with physical abnormalities (ex. burn patients)

Easy financing options

BRANDING

Home visits by an LPN following surgery Surgeon/LPN on call 24 hours to respond to patient questions

and concerns following surgery Optional transportation provided before and after surgery Waiting room for family/friends while patient is in surgery with

the following conveniences:◦ Option of a bed◦ Television with TiVo◦ Snacks foods and drinks (at no additional cost)

Special parking for patients and family close to office building Member of the American Association of Plastic Surgeons Aid in sponsoring local LGBT parade and events

BRANDING (CONT.)

WEBSITE

Billboards Magazine Ads for the region

◦ “Prevention” Magazine for women◦ “Better Homes and Gardens”◦ “Brides” Magazine

Radio ads◦ Kiss 96.1- Top 40◦ WLTJ 92.9- “Pittsburghs favorite lite rock with less

talk”-adult contemporary Sponsor local sports teams for kids

MARKETING

GOOGLE keyword (examples)

MARKETING (CONT.)

Key Word Cost Per Click

Pittsburgh Plastic Surgeons $3.97

Cosmetic surgery Pittsburgh $4.46

Pittsburgh plastic surgeon $3.95

Cosmetic surgery $7.12

Plastic surgery $4.39

Magazine Ad

Billboard

Find help for your aesthetic, reconstructive, and gender reassignment needs at

Diamond Center for Plastic Surgery.

.

Beauty is reserved for ALL people.

Go online at www.DiamondCenterforPlasticSurgery.com for information NOW!

Billboard

www.plasticsurgerystatistics.com www.aaps1921.org www.PlasticSurgery.org www.surgery.org http://www.ncbi.nlm.nih.gov/pubmed

◦ (The financial environment of aesthetic surgery: results of a survey of plastic surgeons)

◦ (Discount cosmetic surgery: industry trends and strategies for success)

SOURCES