How to Reach the Male Healthcare Consumer

Although women remain the primary healthcare consumers, 66% of men are now more focused on their health and wellness than they were before the pandemic.

This shift is a valuable opportunity for your healthcare organization to connect with this growing audience and address their healthcare needs.

Here’s how you can better connect with this audience, build stronger relationships, and achieve business success.

Understanding the Male Healthcare Consumer

While you might think you understand the male healthcare consumer, it’s crucial to look beyond stereotypes like the ‘football fanatic’ or ‘beer connoisseur’—like way, way beyond—and think through male values, like independence, strength, virility, and privacy.

Today’s male healthcare consumer is more nuanced, diverse, and engaged than ever.

The Unique Male Perspective on Healthcare

Even though more men are taking charge of their health, cultural norms around toughness and self-reliance still heavily influence their behavior.

These societal pressures often cause men to put off medical care—or skip it altogether. A study in JAMA Network found that men are less likely than women to seek routine checkups or address health concerns early, leading to missed chances for prevention and early treatment.

Common Men’s Health Concerns

Men face several health issues, including:

• Heart Disease
• Prostate Cancer
• Diabetes
• Chronic Respiratory Disease
• Mental Health Issues
• High Blood Pressure
• Obesity
• Erectile Dysfunction
• Testicular Cancer

Generational Perspectives

Millennial men (born 1981-1996) tend to be more proactive about their health, focusing on fitness, nutrition, and mental well-being.

However, Gen X men (born 1965-1980) aren’t far behind and are paying closer attention to aging well, prostate health, and heart health. They’re also more likely to research treatment options to stay informed and involved in their care.

To effectively reach these diverse groups, create targeted niche personas based on real data and behaviors. By quantifying and qualifying different male personas, you can shape your marketing strategies to match their specific needs and interests, ensuring your messages resonate without feeling cold, generic, disconnected, or, even worse, offensive.

5 Effective Marketing Strategies for Men’s Health

1. Create Tailored Messaging and Content

Develop content that resonates with men by addressing their interests and concerns. Consider engaging a male content writer with experience in men’s health to address the nuances of the marketplace appropriately.

Turn cultural norms on their head—compare preventive health screenings and overall wellness with strength, resilience, virility, and longevity.

Example: Movember
An annual campaignto raise awareness of men’s health issues like prostate cancer, testicular cancer, and mental health.

Why it works
It aligns with male-centric themes of strength and resilience, fostering a strong sense of community involvement and increasing awareness through a personal and competitive approach. In 2023, Movember had over 316,000 participants and raised more than $128 million for men’s health.

2. Leverage the Right Digital Channels

To reach more men more effectively, use social media platforms with high male engagement, email marketing, and content marketing. Pew Research Center finds that 82% of men use YouTube, 59% use Facebook, and 39% use Instagram.

Example: You Are Not Alone, Norwich City Football Club
This now viral campaign was aimed at raising awareness about mental health issues among men. It was originally posted on World Mental Health Day in 2023.

Why it works
It aligned with male-centric themes of independence and privacy while urging men to discuss their mental health more openly. This campaign has been seen over 146 million times and received backing from the Prince and Princess of Wales.

3. Build Partnerships and Collaborations

Partner with male-focused organizations, sports teams, and influencers to tap into their loyal audiences and create meaningful connections. This strategy can help boost your campaign’s credibility and broaden its reach. Here are a few examples of successful partnerships in men’s health marketing:

• National Association of Home Builders (NAHB) and MANUAL—to promote mental health awareness and resources for men within the construction industry.
• Men’s Health Magazine and Fitbit—to promote fitness and health tracking among men.
• Movember Foundation and Gillette—to raise awareness and funds for prostate research.

4. Engage With Interactive Content

Use interactive tools like quizzes, polls, and health assessments to actively involve men in their health journey. These tools can provide personalized feedback and insights, increasing engagement and promoting healthy behaviors.

Example: Cleveland Clinic Prostate Cancer Risk Assessment

This interactive health assessment provides a range of risk calculators and assessment tools designed to help men evaluate their risk for prostate cancer.

Why it works:

This tool is easy to use and understand. It uses clinical data and research to provide accurate risk assessments. It is a valuable resource for anyone concerned about their prostate cancer risk.

5. Support Community-Based Initiatives

Partner with local organizations and events to promote men’s health in your community, increase reach, and enhance credibility. Sponsor local activities, health fairs, or sporting events to increase visibility and engagement. Here are a few ideas to help you get started:

• Local hospitals and health clinics
• Men’s health nonprofits and foundations
• Community centers
• Local fitness centers and gyms
• Sports teams and leagues
• Educational institutions
• Local businesses and corporations
• Local government health departments
• Faith-based organizations
• Veteran’s organizations

Effectively reaching men with healthcare marketing means moving beyond stereotypes and understanding their unique needs. By focusing on tailored content, leveraging the right digital channels, forming strategic partnerships, and engaging through interactive tools, you can drive measurable results.

These strategies will help you stand out, build stronger relationships, and achieve business success.