As the Federal Government promised on-going funding to Andrology Australia last week, the men’s health organisation had an announcement of its own to proclaim: a new website, new look and feel and revitalised branding across the board.
Now called Healthy Male, the organisation’s new website provides easy access to the latest scientific and medical research on male reproductive and sexual health.
“Our aim is to make this information available to everybody, regardless of gender, age, education, religion or ethnicity,” says Healthy Male. “To do this, we collaborate with Australia’s leading researchers, specialists, clinicians and educators to develop information that fills the gaps in men’s health.”
According to Healthy Male’s marketing lead, Carmen Broadhurst, Healthy Male changed its name because its core audience – Aussie blokes – didn’t relate to the term ‘andrology’ – (for the record, ‘the branch of physiology and medicine which deals with diseases and conditions specific to men’.)
“We want our information to be relatable and easy to understand, and for Healthy Male to be accessible to all Australian men," says Carmen.
As well as revamp the website and visual attributes of the brand, Healthy Male overhauled their online content through a rewrite which simplified medical jargon and brought in a more conversational tone to the information.
“Men take longer to engage with health professionals when there is a problem,” she says. “So, when they do make the first move to get help we don’t want to alienate them. We want men to be proactive in looking after their own health.”
The Federal Health Minister Greg Hunt announced $19.7 million of funding for men’s health including $3million to fund Andrology Australia at the launch of the National Men’s Health Strategy on April 12.
The new Healthy Male website features an A-Z of men’s health topics including: blood in semen, delayed ejaculation, erectile dysfunction, hair loss and balding, low sex drive, male infertility, prostate cancer and vasectomy.
Each article includes likely causes and treatments, as well as questions to ask a doctor.
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