Men who live on their own are less likely than those living with a spouse or a partner to be screened for prostate cancer, even if they have a family history of the disease, a new study finds (see: Screenings: Partners and Prostate Cancer). Below are further details from the article:
This article highlights the question gender relating to the utilization of healthcare services. It is widely understood that women make greater use of such services than men (see: (Gender, psychosocial factors and the use of medical services: a longitudinal analysis). Here a quote from only one article on this topic:
... female gender remained an independent predictor of higher utilization over the 22-year period studied, and psychosocial and health factors measured at the initial interview predicted service use even 19-22 years later. Controlling for factors identified as likely causes of gender-related differences in healthcare utilization, gender remains an important predictor of medical care use before and after removing sex-specific utilization.
It's not necessary to understand for the purposes of this note exactly why women utilize healthcare services more than men. However, it's quite clear that if one were to market the services of a clinical lab, the obvious strategy would be to focus on women who would likely be more responsive to such an appeal. Having said this, it also occurs to me that hospital labs and commercial reference labs view physicians as their primary customers and thus don't feel compelled to market to the general public, female or otherwise. They also don't do a good job in marketing to physicians. I addressed this topic in a previous note (see: Performance vs. Utility of Clinical Lab Tests: A Marketing Perspective) with the relevant excerpt below:
I have always held the opinion that the laboratory diagnostics industry, the clinical labs, and lab physicians do not market themselves and their services adequately to test-ordering physicians and to the general public.
The exception to this rule that clinical labs don't bother to market to the general public are the direct access testing (DAT) web sites including, recently, the personal genomic testing sites that are much in the news. I have posted a number of notes about DAT. My personal belief is that not marketing and emphasizing the value of in-vitro diagnostics to the general public has been a mistake and accounts, in part, for the general lack of appreciation and understanding of the contributions of lab medicine.