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.