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In recent years demand and supply of aesthetic procedures has increased several times. Strengthening of market competition poses new perspectives and challenges to the development of centres for aesthetic medicine. Achieving competitive advantage at the market requires health managers to understand sociodemographic profile of patients, who use aesthetic procedures and to foresee their needs. PURPOSE: The objective of the study was to determine the social and demographic characteristics of patients, using aesthetic procedures. METHODS: We conducted a retrospective study of 712 patients, who underwent aesthetical procedures in a Centre for aesthetic medicine in the period April 2016 – April 2017. There is an increase of aesthetical procedures among males at age below 35. The Centre is located in Sofia and is a newly opened branch of a well-established chain of aesthetic clinics in the country. The information was elicit from the personal patient records in the Centre by a questionnaire. We studied the demographic and social characteristics of the patients, the time and causes of the first visit at the Centre, the type and sequence of the procedures applied. RESULTS: Aesthetic procedures represent 76% of all activity of the Centre. The typical patient using aesthetical procedures is a woman from Sofia, in the age group 26-55 years. The peak of aesthetic procedures was found to be in the period March – May, with 14.5% of patent visiting the centre in March for having their first procedure. The most frequent aesthetic procedures were laser epilation and fillers in the facial region. CONCLUSIONS: Understanding the socio-demographic profile of the patients of Centres of aesthetical medicine will help in precise identification of target groups, in development of service packages adequate to the age and aesthetic needs of the patients and in implementation of effective marketing strategies that guarantee the attainment of the health and profit goals of the organization.

Sociodemographic characteristics of patients using aesthetic procedures in centers for aesthetic medicine