Mature Market Experts Stat of The Day: Low Testosterone For Boomer Men

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Mature Market Experts: more mature market news and stats more often: Low Testosterone For Boomer Men – Baby boomers are continuing their quest for the fountain of youth, looking for preventative measures to fool Father Time, rather than reactive measures. Pharmaceutical companies and marketers are taking note.

According to Solvay Pharmaceuticals, “Thirteen million men in the U.S. age 45 and older suffer from low testosterone, but less than 10 percent are receiving treatment. Not enough men are aware of what the symptoms are, and they should consider talking to a physician,” said Harry Fisch, M.D. Professor of Clinical Urology, Columbia University, New York Presbyterian Hospital.  In response, Solvay has created a product called Low T.

Interestingly, Solvay is targeting boomer women in this campaign, rather than directly approaching the boomer men, creating a toll-free number to “support” women who are encouraging their man to get an annual checkup. The idea is that the woman can suggest to their spouse/lovers that they consider talking about their symptoms that may be related to low testosterone with their doctor.  Fisch continues, “Women play an active role in their husband’s health; if they are better informed about the signs and symptoms of treatable medical conditions such as low testosterone they can help make a big impact in the health of their male partners.”

Survey Key Findings

 — Women reported that time away from work would be the leading obstacle keeping their husband or male partner from a doctor’s visit in 2009; more than a quarter of women (27 percent) also said that fear and lack of motivation would play a role in preventing a doctor’s visit.

 — 82 percent of women responded that their spouse or male partner was more likely to discuss changes in cardiovascular health, eyesight or hearing with them after an annual medical exam than changes in weight or sexual function.

— Women were two times more likely to attribute symptoms, such as fatigue and depressed mood, to thyroid disease or diabetes than to the possibility that the men lives may be suffering from low testosterone.

— Not surprisingly, on average women report that the men in their lives spend five times more hours a month watching television than addressing their personal health; less than a quarter (21 percent) said that long-term health is most important to their husband’s or male partner’s daily life.

Source: PR News

Personally, I think a more direct approach explaining the role of testosterone to men, with the implied “side effects” of not taking Low T (loss of masculinity . . . lowered sex drive . . . decreased strength and sex appeal) would be more effective. In short, this is how you PROTECT your virility. Yes, I have long advocated for marketing to women (after all, they rule the world and make most of the purchases) but I think this might be an exception to the rule. That being said, I think for this to have mass appeal for boomer men, the message needs to be coming from a “esteemed” doctor and not a boomer on steroids.’

PS   The boomers reading this will remember this important testosterone laden skit from Saturday Night Live.

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