ABSTRACT
This chapter discusses the role of health workers' skills and attributes in marketing services to men, delivering services which meet men's needs and achieving successful outcomes. As men are generally reluctant to seek help with their health, and young men especially are known to approach health services with some reluctance, relying on a traditional approach to attract men is a high-risk strategy. The willingness and ability to be innovative in marketing a men's health service can therefore have a decisive impact on whether or not it becomes successfully established. Health care has traditionally been delivered in health clinics where professionals have configured services for their own convenience. The expectation is that the patient will learn to use the service and will conform to its structures and ways of working. The success of the health of men project has largely been due to the qualities and attributes of the key workers who have set up and delivered the services.
