Every boozer wins

Five years ago, I had a heart attack. A very bad one.

I was 43 at the time. I had a busy job, with pressures and demands, trying to be a good dad and husband. But that’s the same for most men, right? If anyone asked, I would say, ‘I’m fine’. My answer to mounting stress was to exercise more.

I played rugby and worked out harder in the gym – maybe too much. Yes, I smoked and drank alcohol, but in general, I thought I was healthy. The ST-Elevation Myocardial Infarction (STEMI) heart attack was clear evidence that I wasn’t fine. But I’m one of the lucky ones.

Heart attacks are the biggest killer of men in the UK. Two in five men will die prematurely before the age of 75. A big factor in this is men’s health-seeking behaviour. Driven by ideals of stoicism, self-reliance and toughness, men aren’t good at asking for help.

Two-thirds of men wait over a week to see a doctor about a health condition. A third wait over a month. This is why we opened Britain’s first men’s health pub.

We asked ourselves, if men aren’t engaging with the health system, where can we bring health education to them? We had a hunch and did research to back it up. A survey of over 1,000 men found that the pub is the place men are most likely to talk about health concerns.

The survey revealed that 42% of men discuss health concerns with friends in the pub, compared to 36% on a phone call, 12% via text message and 6% with their partner. This figure rose to 47% among men aged 55–64.

With that, The Brothers’ Arms was born. We brought together charities, healthcare professionals and brands to transform Westow House in Crystal Palace into Britain’s first men’s health pub. Over three weeks, we hosted seven events covering fatherhood, mental health, urology health and male hormones.

We conducted over 100 blood pressure checks and even diagnosed someone with low testosterone. More than 250 men and women attended. Three in four participants said they would change their health behaviour as a result.

Talk inn: Bob Cutting with Urology Nurse, Helen Lake

Is a pub the right place for health-focused events? Would men engage with the topics?  How would the public feel about a pharmaceutical company sponsoring a health pop-up? These were questions we toyed with. I’m proud of our team for pushing forward with a campaign that genuinely helps people.

The idea that men aren’t good at talking was completely dispelled at the events. Men shared and talked candidly about insecurities, sex life, mental health and more. This showed that, given the right environment, men will discuss sensitive or embarrassing topics.

Even in a pub, it wasn’t easy to get men involved. Approaching a group of tradesmen having a beer after work and asking if they wanted to attend an event on male identity wasn’t always well received. It reflects the stigma men feel engaging with softer topics or being perceived as weak.

Were attendees more likely to engage with their health anyway? Possibly. When we asked how people had heard about the events, many said things like ‘my wife told me to check this out’ or ‘my mate invited me along’. To get men to act, a trusted source’s nudge helps.

As Movember’s The Real Face of Men’s Health report puts it, ‘While women’s relationships with health and healthcare are built during adolescence, men often miss out on having this scaffolding built around them.’

Whether in pubs, barbers, or sports grounds, we must build men’s health scaffolding where they are.

One of our speakers, Max Dickins, has become an expert on male friendship. His book, Billy No Mates, explains that while women’s friendships are face-to-face and based on talking, men’s friendships are side-by-side and based on activities. Men need structure and routine. The same applies to men and healthcare.

By connecting health touchpoints to activities men are already engaging with, we can lower barriers to entry. This gets men to access healthcare when needed and hopefully prevents premature deaths.

The UK Men’s Health Strategy marks a pivotal moment for the pharmaceutical industry to step up. We look forward to sharing our learnings from The Brothers’ Arms during the submission process.

As an industry, we often shy away from work like this. Doubts over commercial benefits or compliance code interpretation mean public-facing communications are de-prioritised for traditional product-led approaches. However, times are changing.

Healthcare systems are strained, and professionals are burnt out. Doctors don’t want excessive promotional product communications.

They want help with patients, practices and professional development. All this highlights the increasing importance of company reputation and trust.

A survey showed that after efficacy, safety and price, company leadership in a therapy area is the top factor influencing healthcare professional decisions. As 4th Partnership says, it’s about building brands with a double bottom line.

Closing the male life expectancy gap needs more than good products. Medications are the last line of defence. To improve health outcomes, we must equip men with the skills and knowledge to manage their health.

The Brothers’ Arms is the kind of work this industry needs more of – not just for brand health but for people’s health.