Man or mouse?

There are various theories on why men are unwilling to go to the doctor: men are risk-takers and so are inclined to ignore symptoms, they are traditionally stoical and do not like making a fuss ' or being told what to do. Men also worry they might lose their jobs if they are absent due to illness or appointments with the doctor ' and it is often difficult to fit health appointments into the working day.

Male statistics

However, all the indicators point to the fact that men have a good reason for taking more care of themselves. The chances of a man aged between 20 and 40 dying before he reaches 65 is one in five and the likelihood of becoming critically ill before the age of 65 is one in four.

Prostate problems affect a high proportion of men in the UK. Prostate enlargement affects many men over the age of 50 and more than 8,000 men are diagnosed with prostate cancer each year. It is now an accepted fact that men are more at risk of heart attacks earlier in life than women but generally ignore the threat, always thinking that the likelihood is years away.

Reluctance to follow medical advice is a factor taken into account in underwriting protection policies, although this will apply to either gender. But men's unwillingness to go to the doctor could well be a contributory factor to statistics, which show men make more claims on life assurance and critical illness policies. Conversely, women tend to make more claims for income protection, possibly because they take better care of themselves and are more likely to take time off work in order to recover.

There is, however, a definite difference in health risk between men and women, particularly as they get older. Below the age of 50 and particularly during childbearing years, women tend to make more claims on private medical insurance (PMI) policies but, over the age of 50, claims from men take over as the risk of coronary heart disease becomes higher. For someone whose father had cardiovascular disease, for example, it is expected there would be a higher incidence of claim for a man than for a woman. Underwriting for PMI, however, tends now to be based more on individual circumstances and age is a more significant factor than gender.

Mintel/TGI market research into healthcare protection products shows men are more likely to buy these products than women, statistics probably influenced by the fact that men still tend to make these decisions on behalf of their families. When it comes to buying protection products, women are apt to worry more and are concerned with getting access to the right treatment when they need it, whereas men are more influenced by the tangible benefits.

Men are certainly more receptive to the concept of PMI than women. The Mintel research shows 56% of men have PMI in their own name, compared with 44% of women. A total of 62% of men also have PMI policies through their employer, compared with only 38% of women. The research also highlights 60% of men would endorse PMI cover.

Health insurance providers are increasingly appreciating that people now require something more than just an insurance policy. Instead, what they are buying is the feeling of security that comes from taking appropriate precautions to protect their lifestyles in the event of ill health.

Generally speaking, men are still the key influencers when it comes to making financial decisions, in order to protect them against the risk of illness and any impact of loss of earnings on lifestyle or the family.

Response to a recent health profile questionnaire sent out by BUPA to its existing members was split almost half and half between men and women, revealing that perhaps men have taken on board the advice offered to them through various health campaigns.

Campaigns such as Male Cancer Awareness Month, which takes place in June this year, are encouraging men to look after themselves better and the introduction of more health-aware magazine titles such as Men's Fitness and Men's Health are making men's health and wellbeing more acceptable.

Getting proactive

The advent of more health promotion and advice on the internet is also a user-friendly way that men can get more proactive about their health, as it does not involve speaking to a stranger about a subject many men consider highly personal. Some providers offer this service on their own sites, with hundreds of diseases and conditions listed and explored.

As an added benefit to PMI policies and other health protection products, telephone health lines have also been introduced in recent years.

One area where men have the advantage over women, in most cases, is their enjoyment of team sports. The benefits of exercise are well documented and the added social side of playing football on a Saturday afternoon or a game of squash after work, can pay dividends in psychological health.

Various companies now sponsor sports-related events, such as the Great North Run, the recent Commonwealth Games and even bowls, supporting the message that any exercise and sport is beneficial to general health.

Should playing sport result in injury, cover for sports injuries is available from a number of providers and some offer nationwide networks of consultants that are recognised to provide treatment for injuries on PMI schemes. Physiotherapy is available on some schemes with cover for outpatient treatment available.

However, it is unlikely that PMI schemes aimed specifically at men could offer viable options, particularly as schemes launched for women over recent years have not proved very successful.

The trend towards preventive health measures continues to grow and men's needs can be addressed through tailored health assessments. Some providers now offer a range of health screens as an additional option to an insurance policy, aimed at men, women and different age groups. It is now well-established that early detection can significantly improve someone's chances of recovering from a serious illness and health screens also offer lengthy consultation time with a doctor to discuss any nagging health concerns or lifestyle choices which may have an impact on wellbeing later in life.

Health screens can be particularly effective for men, as they offer the opportunity to deal with everything during one appointment ' rather like taking the car in for its annual MOT. Health assessments for men can offer tests for prostate cancer and testicular cancer and the doctor consultation is a good opportunity to discuss any concerns and lifestyle choices. Clients will normally leave with an agreed action plan, which is a step in the right direction to taking more control of the future.

It may not be possible to ensure all men are proactive in keeping their health in check, but getting cover to protect them against ill health will at least raise awareness of the risks they could face if they do not take good care of themselves.

Martin Noone is head of intermediary sales at BUPA