The Challenge
Men often refuse to see a doctor or get health screenings. Societal values pressure men to act tough and avoid showing signs of weakness or dependence.
The Commonwealth Fund, a private foundation that supports healthcare research, found that three times as many men as women failed to see a doctor the previous year, and more than half of all men did not have a physical exam or cholesterol test.
Harvard Medical School, citing CDC data, reports that men get sick at a younger age and develop more chronic illnesses.
Brian Pia developed a program for Bellin Health in Green Bay to change these attitudes.
The Work
Brian simplified how men can improve their health and tied the program to one of the most popular football players in the city—Green Bay receiver Jordy Nelson.
He created a website that outlined what men need to pay attention to in their 20s, 30s, 40s, and 50s+. He focused on fitness, nutrition, self-exams, checkups, screenings, stress management, and the health issues to monitor during each of those age ranges.
Brian worked with Bellin Health to create a free Jordy Nelson Health Assessment for men who hadn’t been to a doctor in three years. The health screenings checked cholesterol, triglycerides, glucose levels, chemical balance and metabolism, liver function, blood pressure, and body mass index. The assessment also included a review with a health provider who advised the men on steps to improve their health.
His team launched digital, TV, and social media ads targeting the women in men’s lives, promoting the website realmendontwait.com.
The Results
Brian’s program generated 3,000 new patients for Bellin Health in just three months and helped the hospital capture the No. 1 market share in men’s health.
The program was so successful that the White House featured it as a best practice.
