The president of AAFPRS, Drick Byrne, analyzes the growing interest in facial cosmetic procedures among male patients and how private practices can adapt to meet their evolutionary needs.
Interest in facial cosmetic procedures among male patients is growing constantly, according to the 2024 annual survey of the American plastic academy and reconstructive reconstructive surgery. Rhinoplasty, blepharoplasty and continuous hair restoration to overcome the list, along with a greater demand for minimally invasive options such as neurotoxins and dermal fillings. This change indicates not only a broader cultural acceptance, but also new challenges and opportunities for private practices of plastic surgery.
To explore what this trend is driving and how surgeons can respond better, Practice of Plastic Surgery He spoke with Patrick J. Byrne, MD, MBA. Dr. Byrne is the president of the AAFPRS and serves as the Business Chief of the Integrated Surgical Institute of the Cleveland Clinic and president of the Department of Head and Neck Surgery.
Practice of plastic surgery: The 2024 AAFPRS survey shows a notable increase in male patients who receive cosmetic surgery and treatments: What do you think is promoting this growth and how private practices should adapt the notes in response or the note of patients in their marketing or patient?
Patrick J. Byrne, MD, MBA: There is no doubt that Weeing more men looking for facial cosmetic procedures, and several factors are promoting this change. First, there is a growing awareness of how excellent the results may be, especially since more surgeons share results publicly or who show male patients. We also have a population that ages, and with it, a growing interest among men in maintaining a renewed appearance, particularly because they remain active in their careers. Add to that the influence of celebrity culture, people in the public eye who seem to notice gray younger than a decade, and do not surprise that interest increases.
For practices, this trend subcontizes the importance of creating content that speaks directly to men. The stories of patients and the photos of before and then are incredible. The marketing that feels accessible, relevant and personalized can make a difference to encourage men to take the first step.
PSP: With rhinoplasty, blepharoplasty and hair transplants that are classified higher among male patients, how can surgeons adapt the consultations to address the unique aesthetic objectives and concerns of men while managing expectations?
Byrne: The key is simple: we need to listen. Like female patients, men fall along a complete spectrum of desires and motivations. It is a mistake to assume what a male patient wants according to solo trends. Each consultation must be a conversation is based on curiosity, not on assumption.
That said, we see some broad issues. Many men look for subtle and natural changes, results that do not attract attention or point out that “work has done the leg.” This is especially true in procedures such as rhinoplasty and eyelid surgery. And hair transplant surgery, where men constitute most patients, or focuses on a sensation of youth and residual confidence without artificial appeal.
PSP: non -surgical treatments such as neurotoxins and landfills remain the best options for men. How should the balance of the practices offered by these services with patients guiding surgical options when appropriate?
Byrne: This is where artistic judgment and experience are essential. Some patients may feel comfortable with a more sculpted or stylized aspect, while others look for such subtle results that they don’t want anyone to notice. It is important to understand the preferences of a patient and the long -term objectives.
When non -surgical approaches begin to reach their limits, the conversation changes naturally. If the patient is open to surgery, we explain how certain concerns, such as the significant laxity of the skin or the deepest structural changes, can be approached better surgically. It is always about aligning the treatment plan with comfort, lifestyle and patient expectations.
PSP: What role do social networks or professional pressure in the greatest interest of men in facial procedures seem and how surgeons should address these motivation duration consultations?
Byrne: Social networks play a massive role. There are highly influential surgeons that show transformative results in men, and that visibility is changing the landscape. It is also increasingly common for patients to speculate on celebrities that seem to be aging in reverse, and wonder what is possible.
As surgeons, our work is to anchor the anchor thesis conversations actually. We can inspire ourselves in what exists, but we need to cultivate patients in what can be achieved for them, with an approach to authenticity and long -term results.
PSP: hair restoration is the only procedure in which men significantly exceed women.
Byrne: Hair restoration is unique in several ways. These procedures require specialized technology, trained technicians to process grafts and a significant time investment. A single case can occupy a treatment room for most of a day, with the patient awake all the time.
For practices to see greater demand, this means rethinking the space dedicated by the operating flow, the investment in the staff and a commitment to the training that guarantees excellent results. It is a high -touch service that requires precision and patience.
PSP: As the demand for male patients grows, what settings? If any case, facial plastic surgeons make their male anatomy, postoperative attention or the practice brand to better serve this demographic group?
Byrne: While surgical principles remain the same, the aesthetic objectives of deferring. For most men, the desired result is a renewed appearance that complements a male facial structure. That requests a slightly different artistic eye, especially when planning procedures such as facial stretching or rhinoplasties.
Beyond the procedures themselves, practices can consider how their brand and environment speak with male patients. A more neutral gender tone, either in interior design, the language used in marketing or even sources options on the website can make practice feel more inclusive and accessible to all.
The Cleveland headquarters, OH, Patrick J. Byrne, MD, MBA, is the president of the American Academy of Plastic and Reconstructive Surgery (AAFPRS). Dr. Byrne is internationally recognized as a facial and reconstructive plastic surgeon, with a focus on micro -surgical facial reconstruction, skin cancer management and facial aesthetic surgery.
Dr. Byrne is the Business Chief of the Integrated Surgical Institute of the Cleveland Clinic and president of the Department of Head and Neck Surgery at the Cleveland Clinic in Ohio. In this role, Dr. Byrne leads the efforts of the specialty departments of Cleveland Clinic to be the world leader in patient care, results, education, security, innovation and research. He is also a professor at Cleveland Clinic Lerner College of Medicine, as well as in the Johns Hopkins University Faculty in Baltimore, MD. PSP
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