Marketing to Men: What Really Works For a Male Audience

Ever feel like your marketing messages are falling flat with the guys? You’re not alone! Many businesses today struggle with marketing to man, and for good reason.

We explored the unique challenges and untapped opportunities that come with reaching this often misunderstood audience, especially in the healthcare industry.

 Male Audience in Healthcare Marketing

Is Marketing a Male-Dominated Field?

On the latest episode of the Midwest Mindset podcast, our guest, Jess Goldoni, Marketing director of Limitless Male, dove headfirst into the fascinating world of marketing to men. 

Now, you might be thinking, “Isn’t marketing a male-dominated field?” Think Don Draper, slicked-back hair, and three-martini lunches. Well, it’s time to shatter that myth. While the “Mad Men” era may have painted a picture of a testosterone-fueled industry, today’s marketing landscape is far more diverse.

But even with this shift, understanding the male perspective remains crucial for any business looking to connect with modern guys. So, let’s ditch the stereotypes and dive into what really works when it comes to marketing to men.

Marketing to Men: It’s Not Just About Beer and Sports 

Forget the clichés. Marketing to men isn’t just about slapping a football player on a billboard or cracking a beer joke. 

Men are not a monolithic group with a single set of interests and motivations. We’re talking about a diverse bunch with varying ages, backgrounds, and preferences.

Some guys are fitness fanatics, while others are passionate about cooking or gaming. Some are family men, while others are focused on their careers. The key is to understand these different segments and tailor your messages accordingly.

Think about it: would you use the same marketing approach to reach a 25-year-old gamer as you would a 50-year-old father of three? Probably not. 

Myth vs. Reality: Dispelling the stereotype of the “Mad Men” era.

Today, women hold leadership positions in major marketing firms and agencies, and they’re creating innovative campaigns that resonate with diverse audiences. The industry is becoming more inclusive, with professionals from all backgrounds bringing their unique perspectives to the table.

But here’s the thing: regardless of who’s creating the marketing messages, understanding the male perspective is still essential. 

Men and women often have different communication styles, preferences, and motivations. To truly connect with men, marketers need to speak their language and address their specific needs

It's Not Just About Beer and Sports

Meeting Men Where They Hang Out Online

Reaching men means meeting them where they hang out online. And no, it’s not just about sports forums and Reddit threads.

Men are active on a variety of platforms, from Facebook and Instagram to YouTube and LinkedIn. They’re consuming content, engaging with brands, and even making purchasing decisions online. The key is to create content that speaks to their interests and values.

In a world where technology has transformed the way we interact and form connections, the internet has become a vast digital landscape for men seeking companionship and like-minded individuals. 

So, where are men hanging out, and what are their online habits?

Social Media

Platforms like Facebook, Instagram, Twitter, and LinkedIn are prime spots to engage men. While Facebook and Instagram are great for visual content and personal connection, LinkedIn caters to professional interests. 

Tailor your content and approach to the specific platform and audience.

Marketing to Men and male audiences

Online Forums and Communities

Reddit, niche forums (think gaming, tech, or hobbies), and even Facebook groups can be goldmines for reaching men with shared interests. Participate in discussions, offer valuable insights, and build relationships with the community to establish your brand.

Video Platforms

YouTube and Twitch are popular among men for entertainment and education. Consider creating video content that aligns with your brand and resonates with male viewers.

Crafting Digital Content That Clicks with Guys

Once you know where to find your male audience, it’s time to create content that grabs their attention.

  • Visuals are essential: Men are often drawn to strong visuals. Use high-quality images, infographics, and videos to convey your message quickly and effectively.
  • Keep It Short and Sweet: Attention spans can be fleeting. Craft concise messages that get to the point without unnecessary fluff.
  • Humor is Your Friend: A touch of humor can make your brand more approachable and memorable. Just be sure it aligns with your overall tone and doesn’t alienate any potential customers.
  • Speak Their Language: Use relatable language and avoid excessive jargon. Talk to men like you would a friend, not a textbook.

Remember, the key to connecting with men online is understanding their interests, preferences, and communication styles

authentic content marketing Nebraska

Male Audience in Healthcare Marketing

When it comes to healthcare, marketing to men presents its own unique set of challenges. Let’s face it, guys aren’t exactly known for their eagerness to visit the doctor.

We tend to be reluctant to seek help, even when we know something’s wrong. Plus, we’re often skeptical of traditional advertising, especially when it comes to health issues.

So, how do you overcome these challenges and connect with men on a deeper level? Here are a few strategies that have proven to be effective

Prevention and wellness

Focus on the benefits of staying healthy rather than just treating illness. By focusing on maintaining good health, we can reduce the likelihood of developing illnesses in the first place. 

Social Proof

Leverage testimonials from other men to build trust and credibility. Hearing from real people who have had positive experiences can help overcome skepticism and encourage men to take action.

Male audience target

Why Women Play a Key Role in Men’s Health Decisions

While men are the end-users of many healthcare services, their partners often play a pivotal role in their decision-making process

Women are frequently the ones researching options, scheduling appointments, and encouraging their partners to prioritize their well-being.

This dynamic presents a unique opportunity for healthcare marketers. By recognizing and addressing the influence of women in men’s health decisions, you can significantly increase your reach and impact.

Women and Men’s Health

  • Information Gatekeepers: Women often act as the primary information gatherers for their families. They research healthcare providers, treatments, and preventative measures, filtering options before presenting them to their partners.
  • Health Advocates: Women are more likely to encourage their partners to seek medical attention, schedule checkups, and follow through with treatment plans.
  • Shared Decision-Makers: Couples often make healthcare decisions together. Women’s opinions and concerns carry significant weight in these discussions.
Men's Audience Challenges in Healthcare Marketing

To effectively market to both men and women, consider craft marketing campaigns that address both men’s specific concerns and women’s desire to see their partners healthy and well.

Develop content that resonates with women’s role as caregivers and health advocates. This could include blog posts, social media campaigns, or targeted ads.

By understanding the dynamics of men’s health decision-making, you can create marketing campaigns that speak to both men and the women who care about them, ultimately driving better health outcomes for everyone.

Men’s Audience Challenges in Healthcare Marketing

It is important to understand the specific challenges men face when it comes to seeking healthcare.

Men are less likely to seek preventive care, often neglecting their health until issues become severe. This can lead to delayed diagnoses and poorer health outcomes. Healthcare marketers need to address these challenges to effectively target male audiences.

Cultural and Societal Factors:

Gender norms and stereotypes discourage men from seeking help for health concerns, as it may be perceived as a sign of weakness.

Traditional masculine ideals emphasize stoicism and independence, leading men to prioritize work and family over their health.

There is also a lack of awareness about health risks and services tailored to men.To effectively address these challenges, healthcare marketers can implement strategies such as:

  • Developing targeted marketing campaigns that address men’s specific health concerns and needs.
  • Creating gender-sensitive healthcare content and resources that use accessible language and visuals.
  • Partnering with male influencers or healthcare professionals to deliver credible and relatable health information.
  • Advocating for more male-friendly healthcare policies and initiatives.
  • Providing flexible appointment times and convenient locations to accommodate men’s busy schedules.
  • Offering financial assistance or insurance coverage options to reduce cost barriers.

By understanding and addressing the unique challenges men face in seeking healthcare, healthcare marketers can create more effective and inclusive marketing strategies that lead to improved health outcomes for men.

A Marketing to Men Approach

A Marketing to Men Approach

Marketing to men isn’t rocket science, but it does require a thoughtful and strategic approach. By understanding their unique needs, preferences, and motivations, you can create campaigns that truly resonate and drive results. 

Take Your Market to The Next Level

Ready to take your marketing to the next level? The experts at Two Brothers Creative are here to help. 

Contact us today to learn how we can tailor a marketing strategy that speaks directly to your male audience.

On a budget? Don’t Worry! With the Easy Box, you give us only 30 minutes of your time, and we give you 30 days’ worth of content. 

Forget all about long hours and marketing failure; this is marketing made easy.