Your Guide to Reaching Men Who Hate Going to the Doctor

Men and women think differently about health—we all know this, but few practices act on it.

The truth is, while women actively seek health information, men tend to push through until they can't anymore.

Your practice has a chance to change this pattern by meeting men where they are.

Think about how men talk about health with their friends—direct, practical, and focused on results.

They're not looking for a wellness journey.

They also want clear solutions to specific problems.

By adjusting how you communicate, you can open the door for men who've been staying away.

The secret isn't in fancy marketing—it's in understanding how men actually think about their health.

The Big Platforms

Finding male patients is like fishing where the fish are—not casting a wide net.

According to Pew Research, men spend most of their digital time in three main spots: YouTube, Facebook, and Instagram.

YouTube: The Visual King

Demographics: 82% of U.S. men use it (highest across all platforms)

YouTube is your content powerhouse.

Men prefer video content that teaches them something useful or shows clear results.

They'll watch a 15-minute video explaining health concepts but scroll past a paragraph of text.

The platform dominates across all age groups, with particularly high usage (95%) among those 18-29.

Facebook: The Daily Scroll

Demographics: 61% of men use it, strong across all age groups

Despite what you've heard, Facebook is still a major player for reaching men.

It's especially effective for those 30-49 (77% usage).

The platform's robust targeting options and Groups feature make it perfect for building healthy communities and sharing educational content.

Men tend to engage more with video content and expert discussions here.

Instagram: The Visual Storyteller

Demographics: 36% of men, peaks with under-30s (71%)

Instagram's visual-first approach makes it ideal for health and wellness content.

It's particularly powerful for reaching younger men and urban audiences (45%).

● Use Stories for behind-the-scenes glimpses of your practice

● Reels for quick health tips

● Posts for before-and-after transformations.

Bonus: LinkedIn

Demographics: 31% of men, strongest with college graduates (51%)

LinkedIn is your friend for reaching professional men, especially those making $75K+ (50%).

It's perfect for content about:

● Performance

● Energy

● Executive health programs

The professional context makes health discussions more relevant and engagement more meaningful.

Conclusion

The game has changed in men's healthcare marketing.

It's about meeting men where they already are, both physically and digitally.

The data shows us exactly where to find them: YouTube for their learning, Facebook for their daily scroll, and Instagram for quick, visual updates.

Remember this:

Men aren't avoiding healthcare because they don't care.

They're avoiding it because most marketing misses the mark.

That’s why you should:

● Frame your message around performance, efficiency, and strength.

● Show them exactly what to expect.

● Make it easy to take action privately.

Your next move?

It’s simple.

Pick one platform. Master it. Use the strategies we've covered to create content that actually connects. Then expand.

The market is wide open for health practices that get this right.

Those who adapt to how men think and behave, rather than how we wish they would, will win this game.

The opportunity is yours for the taking.

If you need help in reaching your target audience, whether it’s a man or woman…

Book a free call with Behind Wellness to see how we can help.

Thank you for reading Behind Wellness’s newsletter. I hope you found this week’s edition valuable.

Until next week,

Samara

P.S. If you have any questions, shoot me an email at [email protected], and I’d be happy to help.

P.P.S. Follow me on LinkedIn for bite-sized content and marketing tips.