“Having a baby changes everything.” Johnson & Johnson’s slogan is on point—bringing life into the world can give parents an incredible new outlook, but for some mothers, the physical changes that come with pregnancy and breastfeeding are surprising, to say the least. “Mommy makeovers” featuring cosmetic treatments to help women’s bodies appear more like they did pre-pregnancy have risen in popularity in recent years, and vascular specialists shouldn’t dismiss this trend as one limited to traditional plastic surgery. The right approach and marketing strategy can turn this medical marketing trend into a fruitful one for vein practices.

Cosmetic vs. Medical

“Mommy makeovers” have traditionally included purely cosmetic treatment, but the phrase isn’t rigidly defined. In fact, women can opt to focus treatment on whichever body areas they feel are in greatest need, picking and choosing what works for them.

Education is required to help mothers understand the difference between cosmetic and medically necessitated treatments. It’s estimated that up to 30% of women pregnant for the first time, and 55% of women who have had two or more full term pregnancies, develop varicose veins. Since varicose veins can cause physical pain and health risks, treatment for them should be evaluated differently than for purely cosmetic concerns. That being said, for many women, treatment of varicose veins is as valuable from an aesthetic point of view as a medical one, which gives vein specialists a unique opportunity to take advantage of the “mommy makeover” trend while offering treatment that may be covered by insurance, where most plastic surgery procedures are not.

Empowerment Two Ways: Using Sensitivity in Your Messaging

Marketing specifically to moms is a fantastic opportunity for vein practices, but careful attention is needed when considering the best way to approach this audience. While changes to women’s bodies after pregnancy such as loosened abdominal skin, softened breasts, and varicosities are very common, the perceptions around those changes vary, and your marketing needs to accommodate that without ostracizing certain perspectives.

Many women are ready to “get their bodies back” after pregnancy, and willing to consider medical procedures to help them beyond what diet and exercise can achieve. The American Society of Plastic Surgeons (ASPS) reports that if cost were not an issue, 62% of mothers surveyed said that they would consider a "mommy makeover" that includes cosmetic surgery. Many moms seeking cosmetic treatment see it as an empowering option to help them feel confident and sexy. After all the sacrifices mothers make for their children, who could deny that they deserve to do “a little something” for themselves?

On the flipside, there’s a growing movement of moms who embrace the natural changes pregnancy makes to their bodies, celebrating them as reminders of their transformative experience rather than wishing them away. However, medical treatment for varicose veins could be right for these women even if they choose treatment for medical and not cosmetic reasons.

Successful marketing to mothers requires sensitivity to both of these points of view, which is uniquely possible for vein specialists.

Your 4-Step Mommy Marketing Plan

Now that you’re familiar with the “mommy makeover” opportunity and demographic, you can start developing your marketing strategy.

Step 1: Determine Your Message

In addition to whatever practice-related buzzwords or information you present, here are a few angles to consider using in your “Mommy Makeover” campaign.

• Time. Moms are always busy, and taking extended time away from children, work, and other demands just isn’t realistic for most. Your campaign can emphasize that many vein treatments are minimally invasive, and that laser technology allows for a much shorter healing period compared to major plastic surgery.
• Money. Tight finances may prevent women from feeling able to justify paying for what they perceive is a purely cosmetic procedure, but you can educate your audience about possible insurance coverage for medically necessitated vascular treatment.
• Motivation. Stick to a positive, empowering message about health, well-being, and feeling great about oneself, rather than “body shaming” of any kind.

Step 2: Consider Collaboration

Depending on what services your practice offers, you may want to consider collaborating with another medical professional to offer a mutually beneficial suite of services in your “mommy makeover” package. While “mommy makeovers” are often associated with traditional plastic surgery like tummy tucks, breast lifts, and liposuction, you can also consider creating a “quick mommy makeover” option featuring minimally invasive procedures in addition to vein treatments. This could include procedures like microdermabrasion, laser resurfacing of C-section scars, stretch mark repair, melasma treatment, glycolic peels, skin tag/mole removal, injectables and dermal fillers, and more. In addition to creating an attractive service package, collaborating with a local med spa or dermatology practice could expand your marketing reach significantly.

Step 3: Communicate!

There are a multitude of avenues for getting the word out about your “mommy makeover” offering. Here are some ideas to consider:

• Market at parenting fairs and/or community events. Find events in your local area that cater to families and consider advertising during the event or getting a booth and talking to your target audience directly. Raffling off a free makeover would be a great way to generate excitement.
• Advertise in local parenting magazines or parenting sections of local publications. Collaborating with another medical facility on the campaign would help offset advertising costs.
• Utilize social media. Sharing about the campaign on your own social media accounts is great, but you can also try reaching out to local parenting groups via social media to create a buzz around your package (and any special promotions, like giving away a free makeover).

Step 4: Follow up

Good follow up is the most frequently overlooked aspect of marketing campaigns in general, and one of the most important for success and learning from your efforts. Make sure you take the following steps after your campaign.

• Review tracking numbers. Every marketing medium and campaign you use should have a different trackable phone number so you can accurately evaluate the results. Tracking numbers are inexpensive and can help you truly understand which forms of advertising best capture your audience’s attention.
• Prep your front desk. Before your campaigns hit the market, make sure you review the details of them with your staff so they’re familiar with what is being offered and can make a positive first impression on potential patients. Make sure they ask callers how they heard about the promotion as an extra step to help you track the marketing’s effectiveness.
• Make sure you follow through on any giveaway promotions you may have offered as part of the campaign. Congratulating the winner(s) via social media provides another opportunity for exposure.
• Consider doing a special follow-up for anyone whose information you gathered during the campaign, for example if you had people provide an email address and name to enter a raffle. You can personalize the message by referencing the event you met the individual at, helping differentiate your message from other inquiries.

Evaluating Results

Thinking outside the box and making marketing trends work in your favor can introduce your practice to a fresh demographic, breathing new life into your practice. There are a lot of variables that can factor into the success of targeted marketing campaigns like a “mommy makeover,” but vein practices shouldn’t shy away from trying them. With careful consideration of the target audience and a strong, well-planned approach, you can get significant results and an opportunity to learn from your efforts, refining what “works” and growing your business simultaneously.