How to Communicate Effectively and Sell to Gender-Fluid Patients

Awareness around gender fluidity and gender identification is improving, achieving more exposure in magazines, newspapers and on digital platforms. We are seeing more frequent conversations about this topic, and this has been reflected in aesthetic medicine too. The non-binary gender-fluid sector is a growing demographic, and you, as aesthetic practitioners, are in an ideal position to help people achieve their desired aesthetic outcomes. Communicating effectively and selling treatments to patients who are more gender fluid needs to be done at all stages of the patient journey, from the initial enquiry that comes via your treatment menu, social media and website to the consultation itself, which leads to the sale. Let’s take a look at the various stages where you can sell aesthetic treatments without heavy reliance on traditional gender references. 

 

Let’s begin at ground zero, which is your treatment menu, where you list and describe what is available to patients. A treatment menu should be a sales and marketing tool that attracts new enquiries, generates interest and showcases what you offer to the public. It is not and should never be simply a list with prices attached. That’s a fast food menu! Take a look at your current treatment menu. Is it communicating fully what you provide, and would it spark interest in people looking for aesthetic treatments? 

 

Think of your treatment menu as a hook. It isn’t there to sell a package straight away. Nobody ever picked up the telephone and paid for the ‘Bikini Body Package’ over the phone. It’s there to sell the next step, which is making contact with you (an enquiry) and, if there’s a connection, booking the consultation itself. A treatment menu needs to communicate what a treatment or package is and what results it can deliver. So with this in mind, how can we clearly communicate the results we deliver whie minimising the possibility of excluding or even alienating the gender-fluid demographic? Are there new packages you can create for this demographic by doing so?

 

Let’s go back to basics. It is important to take into consideration your target demographic. These are the people who are your ideal patients. They could be older patients, skin of colour patients, Millennials, affluent professionals and so on. They will live and work in your area. Within these categories, there may be, no matter how small, a number of people who do not identify with traditional gender stereotypes. 

 

Once you have identified who you treat, think about what it is that each of those demographics want from aesthetic treatments. Do they want anti-ageing treatments that slow down or reverse signs of ageing? Perhaps they want to refine and balance their profile? Do they need body shaping treatments? Go through each demographic one by one and really analyse what it is they want and need. 

 

The next step is to look at what treatments and packages you currently provide and match them with the different demographics you attract or want to attract and include within this the gender-fluid community. Are some treatments currently more heavily promoted towards a specific gender? In some instances, it makes perfect sense to do so, an example being packages designed to help perimenopausal and menopausal patients treat and manage the changes they are experiencing. Yet it shouldn’t be the case with every treatment you offer. By identifying where you are unnecessarily promoting a treatment that is suitable for everyone as something either for men or for women, it will enable you to make changes to appeal to others, regardless of gender. Remember, it’s the result a patient wants. How they access this shouldn’t be because they selected a treatment that is promoted towards a particular gender. 

 

Now let’s look at some examples of words and phrases often used when talking about and promoting aesthetic treatments. “Treatments for men”, “Treatments for women”, “Bikini Body”, “Brotox, “The Kardashian Package”. These phrases are gender specific, and although that is important when trying to grab the attention of people who scroll through websites, this terminology may unintentionally exclude patients who do not strongly identify as cis male or cis female. Do you need to abandon this approach completely and ban all references to men and women? No. You will still have patients who want something ‘gender specific’, and we shouldn’t offend them in our haste to embrace others. However, a few simple changes to the words and phrases you use will mean you can still communicate effectively in person and online to cisgender male and cisgender female patients while also appealing to patients who do not identify this way but want a certain look or aesthetic. Let’s look at the traditional female/male aesthetic and analyse them in terms of results you can deliver. 

 

When we look at the facial aesthetic we identify as feminine, we think of smooth, even-toned skin, smaller features, a delicately arched brow, defined cheekbones and plump, soft lips. A feminine body is softer and more shapely with a degree of curves. 

 

The male facial aesthetic is traditionally more structured and chiseled. We talk about strong jawlines and defined features. Brows are not as arched, and skin is not expected to be as soft and smooth, although this doesn’t mean skincare should be neglected. A masculine body is more angular and defined, and a six-pack is desirable. 

 

Consider the terminology you use when communicating at all stages of the patient journey. Where can you build on these descriptions rather than defaulting to gender labels? Use these and other words and phrases instead of immediately labelling something male or female. That way, patients have the option to select what they see as their ideal aesthetic, free of gender restraints. 

 

How often is it assumed that a patient who sits in front of us, dressed in a style we associate as feminine, and who wants a more ‘feminine look’ is cis female? Do we even consider otherwise? Check what that patient selected as ‘gender’ on their consent form before seeing them. All too often, we make assumptions based on who is sitting in front of us and what they look like. That means that the words we then use when consulting with them may reflect these assumptions and unconscious biases. Mistakes may be amplified if the patient has a unisex name such as Jay, Ashley, Sam or Alex, and they have a look that is considered traditionally either masculine or feminine. To avoid offending patients who are gender-fluid, avoid making assumptions and choose your words carefully when discussing treatments. Where possible, stick to gender-neutral phrases that won’t cause offence. 

 

Instead of saying, “We can give you six-pack abs”, say, “We can give you a defined midsection.” A six-pack may not be the angular aesthetic the boyish-looking patient in front of you wants. 

Instead of “We can give you a strong jawline”, say “We can give your jawline more definition and shape.” This opens up the conversation as to what exact look the patient hopes to achieve. 

Instead of “We can give you a sexy bikini body”, say, “We can give you a body that radiates confidence and turns heads”. It’s communicating the same result but without any gender-biased references. 

 

“What kind of aesthetic are you hoping to achieve?” 

“Are you looking for a more structured look or a softer aesthetic?”

“How will having this treatment make you feel?” 

 

This type of questioning allows the patient to open up, and at this stage, it’s important to make note of the types of words and phrases they are using too. If we listen for the patient’s own terminology and reference points, we can use those ourselves when discussing treatments and results. That creates greater understanding between you and the patient and builds that relationship. 

 

Older patients may lack understanding of today’s more embracing culture towards gender fluidity. They have a black-and-white approach and may take offence or be put off by your new approach, especially if you start to talk about cis male or cis female online or in clinic. It’s important to respect their preferences too, and if they want to use gender-specific terms, then use their terminology yourself. We should always be focused on what the patient is comfortable with and encourage them to open up so we are in a better position to help them. 

 

We can communicate without referencing gender simply by changing the descriptive words we use and by actively listening to the phrases and words used by our patients. We do not necessarily have to use words such as male, female, man or woman when selling treatments and outcomes. This more considered way of communicating allows us to reach people who want to achieve certain results but do not identify in a certain way. It also eliminates the risk of them feeling unwelcome because of how you may have categorised a treatment. This inclusive way of communicating to all patients will help you grow your patient list and will have a more positive effect on sales.