Marketing cosmetic surgery - a qualitative analysis.

Area of Science:

• Medical Marketing
• Sociology of the Body
• Gender Studies

Background:

• Cosmetic surgery marketing is under-researched in Norway.
• Problematic aspects of cosmetic surgery marketing have been noted globally.
• This study investigates marketing practices of cosmetic surgery providers in Norway.

Purpose of the Study:

• To analyze how cosmetic surgery providers market their services.
• To identify the target audiences for cosmetic surgery marketing.
• To understand the methods used in marketing cosmetic surgery.

Main Methods:

• Qualitative study using critical discourse analysis.
• Analysis of marketing materials from 36 private clinics.
• Data collected from internet and newspapers (text, photos, video clips).

Main Results:

• Identified marketing strategies include: referring to customers as patients, normalizing procedures, emphasizing physical flaws, appealing to femininity and sensuality, defining 'natural' appearance, promising improved self-image and quality of life, and offering package deals/financing.
• Underlying messages interpreted through theories of body, gender, nature, and culture.
• Marketing strategies aim to normalize cosmetic surgery and influence patient perceptions.

Conclusions:

• Cosmetic surgery marketing employs multifaceted strategies to attract clients.
• These strategies often play on societal ideals of beauty, self-improvement, and gender.
• Further research is needed to understand the full impact of these marketing practices.