Less cellulite and a more shapely rear.
It’s not surprising, perhaps, that better thighs and butts are atop many aesthetic consumers’ wish lists but new data puts some hard numbers to the anecdotal idea. According to the latest report from RealSelf.com, Cellulaze and Brazilian butt lifts posted the greatest increases in search volume among consumers researching aesthetic procedures in 2012.
For doctors, that interest translates into excellent marketing opportunities for the coming year.
Consider the findings, which are based on the nearly 52 million searches conducted on RealSelf last year:
- Searches for Cellulaze were up 32% over the previous year
- Searches for butt augmentation, led by Brazilian butt lifts, were up 28%
- Searches for labiaplasty were up 22%
While the interest in Cellulaze can be attributed in part to its receiving FDA approval early last year, there’s no debating the latest bump in butt augmentation as it comes on top of a 39% increase in searches from 2011 to 2012.
Butts are on the rise, no pun intended, says Alicia Nakamoto, VP of Community at RealSelf. Our community told us very emphatically this year that their interest and obsession with getting a fuller, more voluptuous butt is at an all-time high. [That] interest doesn’t just convey curiosity — it’s about intent, action and feeling confident.
For doctors, the key word is “intent,” as consumers who are actively researching aesthetic procedures are clearly not looky-loos. Whether they’re just starting out or close to choosing a provider, they represent a receptive audience for doctors willing to share their expertise while introducing their practice in a trust-building, non-promotional way.
The RealSelf community includes more than 4,500 doctors, says Jen Longtin, Director of Marketing, Doctor Community at RealSelf. They provide tremendous value to consumers through Q&As, before and after photos for procedures, and more. In turn, the community gives back with reviews and stories about their experiences that sometimes create cult-like followings for the doctors.
Needless to say, such efforts aren’t limited to the procedures that posted the biggest increases in searches. The fact is, overall searches on RealSelf are also soaring, with last year’s nearly 52 million searches representing a 150% increase over the 20 million conducted in 2011. Leading the list of most-searched procedures for 2012:
- Tummy tuck
- Breast implants
- Breast augmentations
- Brazilian Butt Lift
- Breast reduction
Doctor Takeaway: Most searched or biggest increase, that’s a lot of intent for doctors to tap into.