Oh, man! How men’s health is marketing’s latest conundrum
These days we hear about men’s health more and more often on the news and social media. Over the past two decades, this topic has gained popularity and with good reason.
- Higher rates of suicide
- Men take higher-risk jobs
- Avoiding healthcare maintenance or medical issues
Sadly, this applies to all men on a global scale.
One of the major recurring issues affecting men’s health is getting them to the doctor’s office in the first place. Men seemingly hate to go to the doctor, for various reasons, and it’s having a major impact on their health and lives.
Marketers in the health space target women with ease but struggle to get the attention of men. Why is that? Because men and women are different. The tone, messages, and emotional levers are different. Traditionally, marketing uses too many bells and whistles, unnecessary flare, or emotional threads to effectively target a man’s psyche or his wallet.
In the ever-changing world of men’s health, these companies experimented boldly with new tones and tactics, leading them to commercial success.
Real change for real men
Going forward as marketers, it’s time to institute real change. Let’s help men live healthier, live longer. Let’s talk to them in a way that they are willing to listen. Let’s get their attention and deliver them to their doctor’s door. Let’s use this momentum to market real solutions and change the way men treat their own health!