A new study published today by cancer charity Tenovus National Cancer Research Institute Conference in Liverpool, has found that men find it harder than women to cope with a diagnosis of cancer.
While women are more likely to share their worries with friends, families and healthcare professionals, men find it much more difficult to talk openly and consequently suffer higher levels of depression, anxiety and feelings of hopelessness.
The research findings chime with numerous other studies: Beating Bowel Cancer recently reported that 23% of men had never spoken to a friend or relative about cancer, while 50% of men never examined themselves for symptoms of testicular cancer. And we know also that men are still far less likely to visit their GP, averaging just four times per year compared to six for women.
The advertising industry has long recognised that men and women have different motivational triggers and many have adapted their copy and approach accordingly (just watch any car ad on TV this evening, and it’ll be entirely obvious who the agency had in mind as their target).
But when it comes to healthcare education there are potentially far more important implications than increased sales if we can successfully engage with any individual patient.
So how should we go about it?
Well the start point, as always, is an understanding of what’s going on with your audience:
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Mine your existing research to identify any potential differences between the sexes in attitudes to or usage of your products and consider reflecting these differences through design of your materials, for example through judicious use of case studies.
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Understand what’s going on behind the obvious differences in attitude. We know, for instance, that women are concerned about the emotional impact of their illness on their close family, while many men are profoundly affected by the impact illness has on their sense of self as a provider for their family.
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Go with the flow – we know that men are less comfortable talking about their health or acknowledging any problems, so contextualise your information, offer different routes to support and wherever possible normalise and directly address their specific concerns.
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Recognise that inherent differences are likely to be magnified where your audience is older, or where the condition is more personal – something we have recognised in our work over the years on stoma care for Salts Healthcare.
Targeting by gender is about far more than a consideration of what colour you make the pack (although I know there are some products out there that approach it in exactly that way!). The point of diagnosis in particular, is a key point in the patient journey, when demand for education is at its highest.
So it makes sense to ensure that you are using every means possible to connect with your audiences’ individual concerns and to recognise and adapt to differences between men and women.
It’s something we’ve been working on for various clients over the years & I’d be happy to share our findings if it’s something you think might help your brand. Just give me a call.
