Here are three strategies to ensure that your men's health program is successful:
1. Ditch the exam table and build a man cave
The clinical atmosphere of many physician offices can put off men who don't want to see a provider in the first place.
Instead of the traditional office design scheme, consider one that makes men feel more comfortable: a man cave. Potential design elements include big screen TVs, dark colors, hardwood floors, and leather chairs instead of a stuffy exam table.
2. When marketing, target men's significant others
Men may not want to receive care—but their significant others could change that.
A recent survey by the American Academy of Family Physicians found that 80% of men say their significant others influence their health care decisions. In heterosexual relationships, women tend to be the "Chief Medical Officer" of the pair and take charge of the couple's health. As a result, targeting marketing efforts toward significant others is an effective way to get men through the door.
Sample marketing tactics include asking patients to schedule appointments for their partners when they are checking out of their own appointments and targeting men in the hospital during their partner's labor and delivery care.
3. Maximize convenience by improving care efficiency
Reducing the number of appointments men must attend can go a long way toward attracting and retaining male patients.
Successful men's health programs often co-locate their services and ensure that any required exams are done onsite on the same day as the primary appointment. Some providers have taken male preference for convenience a step further: They've implemented telehealth solutions that allow men to bypass the medical office altogether.
The benefits of a 'man cave'
When implemented successfully, men's health programs increase men's utilization of health services and improve overall male health. In addition, providers can drive downstream revenues for relevant service lines (e.g., cardiology, urology, endocrinology) by better attracting male patients.