What women want!

Today, a recent study conducted by the The American Society for Dermatologic Surgery (ASDS) on women’s reactions to medical anti aging treatments was passed on to me. The results were pretty fascinating!

At this time of year when we’re thinking about resolutions and what to do next year, or looking back and realizing that we’re another year older (YIKES!), it’s a super interesting read.

Even in these hard economic times, 58% of women are more likely to trade off cost for longer lasting results. It goes to show you that women will not trade down quality in their anti aging quest. I also was somewhat surprised that women are not as influenced by friends and marketing of brands as we think (or at least I did). They rely heavily on their physician’s expertise and conformability with a product, basically using his brand loyalty over their own.

According to the study, the top three factors that influence a woman’s decision to either move forward or decline a medical anti-aging treatment, such as injectables are:
1. Physician Training and Expertise: 95% of women considering a treatment ranked a physician’s training and experience with the procedure or product as most important compared with other factors, such as how the product works or how quickly results appear.
2. Gradual Results that Last Two Years: 89% of women preferred gradual results lasting two years over immediate results lasting six months.
3. Information from Physician and Web sites: 99% of women receive information about medical anti-aging treatments from health care providers or health and medical Web sites. When making a final decision, a woman’s doctor was cited as the best source of information.

Additional study results showed:

• Only 15% of women who have undergone previous anti-aging procedures are influenced by friends, family or a co-worker’s recommendation.
• One-in-three women who have had an injectable treatment have also had another type of non-invasive medical anti-aging treatment.
• 58% of women who’ve considered an anti-aging procedure are more likely to trade off cost for long-lasting results.
• 91% of injectable users and women considering anti-aging treatments would rather have results last longer rather than occur immediately.