This document discusses best practices for marketing healthcare to men. It begins by outlining 4 reasons to market to men, including changes in masculinity and men's role as healthcare consumers. It then describes 3 ways to segment the male audience: Homer, focused on lifestyle diseases; Frasier, an affluent e-hypochondriac; and Fonzie, ignoring health issues. The document provides 14 examples of marketing to men and concludes with 5 best practices, such as appealing to men's sense of control and use of humor, while also marketing to the influences of women. It encourages applying these insights to make a positive difference in men's healthcare.

1. Homer, Frasier and Fonzie:
Best practices in marketing
healthcare to men
FRANKLINSTREET.COM

2. What We’ll Learn Today
• 4 reasons why you should market to men
• 3 ways to segment the male audience
• 14 examples of marketing to men
• 5 marketing to men best practices

3. 4 Reasons Why You
Should Market
Healthcare to Men

4. 1: The Rise of Dad Moms

5. 2: Changes in Masculinity

7. 3: Age and the Internet

8. Pew Internet Study

9. 4: High Healthcare Consumer

10. 3 Simple Ways to Segment the Male
Healthcare Audience

11. 3 Simple Ways to Segment the Male
Healthcare Audience
Homer: sedentary lifestyle, high risk for
heart disease, diabetes, stroke, stay-at-
home dad sharing in home duties, errands,
appointments.
Frasier: e-hypochondriac, affluent, willing
to travel to get “the best care possible,”
desires premium brand status in all things,
including healthcare.
Fonzie: ignores warning signs, avoids
medical help, prefers to “tough it out,”
may/may not have spouse/mate in the
home prompting him to care for himself.

12. Inspiration

19. Bros in Healthcare

22. Spring 2010
Is Heart Disease
in Your Genes?
Male Menopause:
Myth or Reality Your
Doctors Leading
by Example
Guide to

23. [M E M ORI A L HE A LT H C A RE S Y S TE M] INSPIRE
for a Tune-Up
WHY DO MEN DIE YOUNGER THAN WOMEN? SOME REASONS MAY BE THAT THEY TEND
TO SMOKE AND CONSUME ALCOHOL MORE THAN WOMEN, ENGAGE IN RISKIER BEHAVIOR
AT WORK AND PLAY, AND ARE MORE RELUCTANT TO SEEK MEDICAL HELP.
men are about twice as likely to die in car accidents as
women, men account for 92 percent of workplace deaths, and
one in four dies from heart disease. More concern for safety
precautions and taking time for check-ups could change
these statistics.
“Men can be stubborn, especially when it comes to their health,” says
Bill Moore Smith, M.D., board-certified family practice physician with
Memorial Health Partners. “Men are more likely to wait until they have serious
symptoms before going to the doctor. Early diagnosis and treatment
can prevent problems from developing into full-fledged chronic diseases.”
What to Gauge
“A few important screenings and periodic physician check-ups can help improve
anyone’s health,” Dr. Smith says.
* —The American Heart Association recommends
everyone have a lipoprotein profile every five years beginning at age 20
to measure and monitor all aspects of cholesterol.
* —Beginning at age 20, have
your blood pressure checked at least every two years.
* —If you are not
in a high risk category (see page 17), have a
screening for colorectal cancer at age 50
and every five to 10 years thereafter.
* —Most people over 45
are tested for diabetes at routine
physicals. If you have elevated
cholesterol or blood pressure,
or a family history of diabetes,
ask your physician about earlier
screenings.
* —Depression,
anxiety, stress, and mood disorders
can strike anyone. See page 8 for spe-
cific symptoms of depression and speak
with your physician if you feel you
are depressed.
* —Talk with your
physician about when to have a baseline prostate-
specific antigen test and digital rectal exam and when to begin
annual screenings. For more information, see page 16.
To find a primary care physician, visit www.memorial.org and select Bill Moore Smith, M.D.
“Find a Physician” or call (423) 495-CARE (2273) for a physician referral.
3

24. INSPIRE [SPRING 10]
Safe Grilling Strategies
Keep Keep cooking
temperature
grill below 325° F.
and grates
clean.
Bar the char—
cook meat until done
but not
* Create thin sauces
with citrus juices, broths, vinegars, fresh herbs
and spices (such as garlic, rosemary, basil, mint,
cilantro, and oregano), and olive or canola oil.
blackened.
Keep raw
meats chilled
and separated
* instead of ribs.
from cooked
foods.
* —salmon,
tuna, shrimp, scallops, tilapia, or trout. Use cedar
planks to add a smoky flavor. Find planks in the
grilling section of most stores.
* Lighten up that patty.
lean
lean ground beef with
or textured soy protein.
Discard
* with poultry.
Mojo Grilling Sauce
¼ cup fresh orange juice
leftover
marinade.
* Almost any vegetable or fruit
can be grilled. Favorites include asparagus, corn-
on-the-cob, peppers, cherry tomatoes, onions,
mushrooms, eggplant, squash, potatoes, peaches,
INGREDIENTS
¼ cup fresh lime juice pineapple, mangoes, nectarines, and bananas.
3 tablespoons finely chopped fresh oregano
*
3 tablespoons olive oil Creating colorful kabobs
2 tablespoons finely chopped fresh parsley helps control meat portions, increases veggie and
1 teaspoon ground cumin fruit consumption, and reduces cooking time.
1 teaspoon minced garlic
*
½ teaspoon coarsely ground black pepper
¾ teaspoon Kosher salt
instead of
eight-plus ounces. Avoid
DIRECTIONS: Whisk all ingredients in a small bowl. For
grill flare-ups by
kabobs, marinate meat chunks two to four hours or overnight.
Want more healthy recipes for the choosing lean
Skewer with vegetable chunks and grill uncovered over
medium, ash-covered coals, turning occasionally. grill? Visit www.memorial.org, select cuts of meat and
“inspire,” and then choose “blog.” trimming fat.
NUTRITION FACTS Serving size: 1 tablespoon
26 2.5 g 53mg
6 CALORIES FAT SODIUM

25. INSPIRE [SPRING 10]
Is It
Than a
MORE THAN HALF OF ALL MEN SNORE, WHICH CAN BE A SOURCE OF
FRUSTRATION AND EMBARRASSMENT. BUT SNORING MAY BE MORE
THAN A NUISANCE—IT MAY INDICATE A SERIOUS HEALTH CONDITION.
rodney Elliott, a pharmacy Viscomi, M.D., pulmonologist and medical
coordinator at Memorial Hospital, was director of Memorial’s Regional Sleep
a chronic snorer for years, but he didn’t Center. “Blocked airways woke him up
realize it was robbing him of sleep nearly 200 times a night, and he wasn’t
every night. getting the rest he needed.”
“During the day, I would fall asleep Mr. Elliott spent another night at the
whenever I sat still; it was totally Sleep Center to try a device that provided
involuntary, and I wasn’t even aware I was continuous positive air pressure (CPAP),
doing it,” Mr. Elliott says. “My wife Crystal and it made an amazing difference.
was always waking me up.” “I was euphoric,” he says. “I hadn’t felt
After falling asleep behind the wheel that kind of energy for years.”
one day and driving into a tree, he ended up That was 17 years ago, and today he doesn’t
in the Emergency Department at Memorial go to sleep without his CPAP device.
and was told he couldn’t drive until he had
a sleep study. “I found the nasal pillows that fit into
the nostrils and are connected to the CPAP
“Rodney’s snoring machine to be much more comfortable
was caused by than the mask that fits over your nose and
obstructive mouth,” Mr. Elliott says. “I wear them
sleep apnea,” every night, never snore, and am wide
says Vincent awake during the day.”
4

32. 5 Best Practices in Marketing to Men
1. Offer the lure of control.
2. Men find the humor in their stereotypes but are also
more comfortable standing out.
3. Use the Internet as a “safe zone” for men to learn and
ask questions.
4. Cater to the male predisposition to hierarchies –
emphasize your physicians’ expertise, training,
recommendations.
5. Market to the man, appeal to the woman.

33. Final thoughts and questions
Kenya Gibson
Director of Client Services
facebook.com/franklinstreet
kgibson@franklinstreet.com
franklinstreet.com
gojunto.com (blog)
LET’S GO MAKE A DIFFERENCE