Kristen W. Springer, the study's primary investigator, was quoted by the Times as saying, "It's ironic that the belief in the John Wayne, Sylvester Stallone archetype of masculinity--and the idea that real men don't get sick and don't need to see the doctor, and that real men aren't vulnerable--is actually causing men to get sick."
When planning health fairs and wellness programs, it's essential to think about the men in your population, and we've blogged more than once about ways to engage them. Would targeted seminars engage the men at your workplace? Would certain incentives encourage them to participate? If you need ideas, drop us a line. We'd be glad to help.