Bupa has unveiled an online health clinic to support Men's Health Week and announced the appointment of a non-executive director to its board.
The medical insurer said it was calling on doctor-shy men to go online and ask the health questions they haven't had time or have been too embarrassed to ask before.
Every day during the week it will host live men's health clinics on its Facebook and Twitter channels.
Bupa's medical team will answer the health questions that are concerning men and their partners and offer free medical advice and support.
Each health session will focus on a specific area of men's health, but questions about all aspects of men's health and wellbeing will be taken.
According to research it undertook last year, 37% of men admitted they don't do anything to check their health and the insurer wants to understand if social media channels are an effective way to engage with men about their health.
Dr. Layla McCay, assistant medical director, Bupa said: "Bupa is delighted to be a partner for Men's Health Week 2011 and we fully support its aim to get more men accessing quality health information online.
"It's well known that men are less likely than women to go to the doctor when they have a problem, so with our online health clinics we're looking to bring medical information directly to them to help them make health decisions.
"We hope that more men will start using the internet to help improve their health."
The schedule includes sessions on men's fitness, nutrition, sexual and mental health.
John Lorimer will commence his non-executive director role on 1 July and has 22 years financial services experience including senior executive positions in five global locations and for companies including Standard Chartered and Citigroup.
Announcing the appointment Lord Leitch, chairman of Bupa, said: "John's career in financial services and his extensive experience of working internationally in areas where Bupa has a significant presence will bring valuable expertise and insight to the board."
