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What men really want: a qualitative investigation of men's health needs from the Halton and St Helens Primary Care Trust men's health promotion project.

OBJECTIVE
Although a number of recent health promotion interventions targeted at men have recognized the plurality of masculinities and adopted multifaceted approaches, in the main there continues to be a reliance on stereotypes of gendered behaviour that focus on hegemonic masculinities and a 'one-size-fits-all' approach to health care. The present study sought to overcome this limitation.


DESIGN
The present study used a qualitative design, in which data were analysed using framework analysis.


METHOD
A total of 82 middle-aged and older men, in a socially deprived area of Britain, took part in focus groups about health promotion.


RESULTS
Analysis of focus group transcripts revealed four key themes: (1) that the 'doing' of gender in relation to health must be seen as contingent and in constant flux; (2) that, despite stereotypes of typical behaviour, men were keen to engage with health care services; (3) that men felt there were a number of barriers to help seeking, but generally welcomed the opportunity to discuss their health care needs, and; (4) that they were keen to see the above themes translated into directed advertising and health information for men.


CONCLUSION
These results have practical implications for the way in which health promotion interventions target men, which we discuss in conclusion.