How should you market plastic surgery procedures?

How do you market a breast augmentation procedure? We rely on the expertise of our team of marketers to articulate the best ways to market this plastic surgery procedure. With breast augmentation--as with many other procedures--it all comes down to remembering that patients often want to achieve more harmony with their own body image. Ultimately, that’s what any marketing strategy will entail.

Marketing plastic surgery procedures is always a tricky proposition because surgery carries inherent risks. So how do you market a breast augmentation in a way that is both ethical and effective? For both patients and marketers, knowing how plastic surgery’s appeals work can make the pathway from candidate to patient smoother–and the motivations behind surgery more clear.

The Right Way to Market Breast Augmentation Surgery

When it comes to marketing a breast augmentation, the bottom line is that you never want to convince someone to undergo the procedure who might not want it. Like most plastic surgery, breast augmentation results are viewed with the most satisfaction by those who wanted to undergo the procedure.

I know that sounds like of like an obvious statement. Of course that would be the case, right? Either way, it’s incredibly important to keep that in mind as you’re thinking about, how do you market a breast augmentation? As part of a marketing team with over twenty years of experience in the plastic surgery vertical, we’ve helped our clients successfully–and ethically–market procedures such as breast augmentation. Know how we do that can tell you a little bit more about this procedure.

What Does Breast Augmentation Do?

The first step in marketing a breast augmentation procedure is to be clear about what this procedure actually does. When we do that, it becomes much easier to dispel the common tropes, stereotypes, and myths that have arisen around breast augmentation over the years.

You know the one I’m talking about–that the only women who want breast augmentation procedures are vapid, shallow, and seeking excess amounts of sex appeal. The reality is usually quite different.

That’s because what breast augmentation actually accomplishes doesn’t always line up with stereotypes. During a breast augmentation procedure:

  • Patients will usually be sedated or given general anesthetic for the duration of the procedure
  • Surgeons will make one of several types of breast augmentation incision. The most popular type is made just beneath the fold of the breast.
  • A breast implant (usually silicone) will then be implanted, though the exact final location will depend largely on the patient.
  • The incision will be sutured and the patient will (after a short stay in recovery) be sent home to recuperate. Breast augmentation is almost always performed as an outpatient procedure.

All of those steps (and that is, of course, a significant simplification of the process) are necessary in order to achieve the desired final results: larger breasts.

How Best to Market Breast Augmentation Results

The marketing of this process should center around one thing: the patient. Knowing the motivations behind a breast augmentation can help significantly. That’s why much of the marketing our team has produced over the years has been centered around the notion of the one’s real self.

The idea is that patients want what’s on the outside to reflect how they really feel–to reflect their real selves. And so they change the body in order to do that.

Breast augmentation marketing should focus on that, at least in part. There are many reasons why patients might feel as though their current breast size and shape does not reflect who they really are. Patients often undergo breast augmentation procedures because:

  • They want to increase the symmetry of the breasts
  • Pregnancy or nursing has decreased the size of the breasts
  • Weight loss has changed the size of the breasts
  • The patient has always wanted a larger/more voluminous breast size
  • The patient wants to bring the proportions of the body into closer alignment

Always be Transparent in Your Marketing

Knowing what patients want and how to connect them with this procedure is half the battle. Marketing a breast augmentation goes far beyond something as simplistic as “larger breasts are more attractive.”

But it’s important to always be transparent in your marketing. Ensure you’re giving candidates all of the information you can about breast augmentation and that you’re being up front about any and all discomfort the patient might experience. That is, you don’t want to hide a single thing from possible patients.

That said, you aren’t a surgeon. And most of your marketing materials will be first-contact type of materials. This means that an actual plastic surgeon will be conveying most of the health-related information to the patient–as it should be!

Everyone Deserves a Change

Whatever ways in which you decide to market a breast augmentation–or respond to breast augmentation marketing–it’s important to remember one simple thing: you should work to diminish the stigma around plastic surgery.

These plastic surgery procedures, breast augmentation included, aren’t for everyone–that’s for sure. But for those who do find appeal in plastic surgery, it doesn’t hurt to remember that everyone deserves a healthy, happy transformation. Motivations may vary, but that little nugget will remain true.


  • Furnham, Adrian, and James Levitas. “Factors That Motivate People to Undergo Cosmetic Surgery.” Plastic Surgery, vol. 20, no. 04, 2012, doi:10.4172/plastic-surgery.1000777.
  • “Breast Implants Market Size, Share | Global Industry Report, 2018-2025.” Industry Report,

About the Author: Dan Voltz is a plastic surgery marketer who has been writing and researching various procedures for years. This article was written in conjunction with the offices of Dr. Charles Polsen, a plastic surgeon and hand surgeon serving the Houston area. You can find Dan on LinkedIn.

One response to “How Do You Market a Breast Augmentation?

  1. Dear Dan,

    it was a really interesting article, thank your for your time and work, I also think it’s very important to reduce the stigma around plastic surgeries (especially regarding the cosmetic ones)

    thanks again!


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