The scientific literature on male avoidance of healthcare is well established. We know the problem. research shows Men use fewer preventive health care services than women and do not seek immediate treatment for their many unique health problems. We even know why the problem exists. Masculinity Norms – Presumed Tough Behaviour and Pain-Overcoming Behaviour – Men are encouraged to avoid seeking health care. Why hasn’t the healthcare industry adequately addressed these cultural stigmas?
History offers useful lessons. In 1900, life expectancy gap For men and women born in the United States, just two years. As obstetrics and gynecology became an established field, Women’s health inspires a broad political movement, medical knowledge of women’s health expanded, and childbirth mortality declined. The effect is measurable. By 2017, the life expectancy gap reached five years. In response to cultural norms surrounding men’s health, the healthcare industry can learn a lot from the evolution of women’s healthcare over the past 100 years.
While OB/GYN practitioners have become commonplace, a corresponding specialty in the men’s health field has never emerged. Life expectancy is only one consequence of disparities in preventive care. The gulf between how genders participate in the health care system is enormous. Women can start an ongoing conversation with their gynecologist from an early age. They are aware of the unique issues surrounding their reproductive health from adolescence onwards. Annual physical exams become the norm at age 18.
This timeline is not typical for most men. They may not see a urologist, proctologist, reproductive endocrinologist, or other specialist until a particular diagnosis requires treatment. By then, during their medical journey, men are largely left alone to educate themselves about their unique needs. As the doctor-patient relationship transitions more fully into the digital world, it’s critical to think about how to meet men’s needs more proactively than the history of offline healthcare suggests.
While online platforms focused on men’s health are in their infancy, women’s healthcare has changed in a short period of time. Dozens of apps on Google Play or the iPhone App Store allow patients to interact with doctors, request refills or schedule tests. More to come. In 2019, the “FemTech” industry – software and technology companies addressing the physiological needs of women – Reportedly generated $821 million in worldwide revenue And received $592 million in venture capital.
Many of these FemTech applications have shown promise that traditional approaches to healthcare have not. According to a survey, women are 75% more likely than men to use digital tools for healthcare. That’s driven, at least in part, by the success of pregnancy and fertility-related apps. For example, there are methods that help take the guesswork out of where a woman is in the reproductive cycle. Others assist expecting mothers with self-monitoring during conception.
The most successful app of any genre designed around the habits of the target audience. Instead of asking users to change their behavior, they meet them where they are. The reason this method works is directly related to human psychology.Psychologist Wendy Wood writes about the power of habit in her book Good Habits, Bad Habits: The Science of Sticking to Positive Change. Her research estimates that 43% of our daily actions are habitual and take place without awareness. We’re on autopilot almost half the time. If men are habitually reluctant to interact offline with their healthcare providers, why should we expect similarly designed digital products to inspire greater engagement?
The transition to a digital world offers a fresh start for the healthcare and healthtech industry. To break down the stigma faced by men actively participating in their own health, a more male-centred approach is needed. If the men in the target group have the habit of sitting on the couch and playing games, then design a health app that allows them to play games while sitting on the couch. A health app that focuses on a common problem—diet, exercise, mental health—may need to be gender-specific to attract men.
The last century has changed dramatically by recognizing how the specific healthcare needs of men and women differ. Women’s health needs are starting to receive the attention they deserve from medical professionals. Men’s health, underserved in the digital space and stigmatized in the public conversation, deserves a similar revolution.
Photo: 3283197d_273, Getty Images
