It’s an exciting time in the medical aesthetics market. Over the past few years there has been an influx of innovation and interest in this category – from brands, healthcare providers and consumers alike. In 2019, Allergan revealed its inaugural Allergan 360○ Aesthetics Report™, one of the most far-reaching and authoritative studies ever on the subject.
This report surveyed more than 14,500 “aesthetically conscious consumers” (those who self-identified as interested in looking better and willing to spend on it) and more than 1,300 physicians in 18 countries. The mission of this study was to more closely examine the diverse and evolving perspectives of people of varying ages, cultures and genders— as well as the physicians who treat them. As those who are closely watching this category know, the popularity of medical aesthetic treatments continues to surge, fueled by fewer societal taboos, growing technological breakthroughs as well as millennials (consumers 21-35) and men entering the fray. The worldwide medical aesthetic market is projected to be worth approximately $26.53 billion by 2024, up from $10.12 billion in 2016. The demand for non-surgical procedures, particularly facial injectables, has been rising and 33% of healthcare providers think this demand will grow by more than 25% in the next year.1
So, what is driving this growth?
First, the patient demographics are evolving and the millennial movement is growing . Second, recent years have ushered in a new era of openness about medical aesthetics, and we know this trend will continue as we embark on this new decade. The digital revolution and social media have also played a role in breaking down barriers and enabling the flow of information related to this category, as evidenced by the 50 million Google searches for medical aesthetic-related topics.
At Allergan, we are focused on providing accurate and engaging educational information about our products, procedures and the category overall to health care providers and consumers. Our in-house team, Data Labs, is made up of digital thought leaders who came from places like Apple, Amazon, Google and Hulu. This team is reimagining how we can create connections between patients and providers both in and out of the office.
The Data Labs team was established to transform Allergan’s aesthetics digital marketing capabilities. In one year, under the leadership of creative minds like Jasson Gilmore, Chad Hacker, and Tory Brady, they have created a world class digital center of excellence that is helping to augment and power our business.
Data Labs took new approaches to customer connections and loyalty. To date, they helped cultivate 1 million new members on the Brilliant Distinctions loyalty platform (a 27% increase versus 2018) and have plans to transform the existing app to an even more user-friendly program renamed “Allēsm” later this year. They have also executed on numerous sweepstakes, coupons, gift cards and social media campaigns for Allergan’s lineup of aesthetics products. The goal of these ventures? To create a personalized online experience for people interested in medical aesthetics to grow our market.
With all of this, one thing is clear – the future is bright in medical aesthetics. As a worldwide thought leader and driver of gold-standard care for the aesthetics market, we are excited about the possibilities from product innovation to uncharted territories, such as consumer and provider mindsets and behaviors. We can’t wait to see what this next decade has in store.
References:
1: Allergan 360○ Aesthetics Report™, https://360aestheticsreport.com/
1Brilliant Distinctions Member Database, 1/13/2020. Data on File.