Effective engagement strategies

Creating a pharmacy environment that encourages men to seek health advice – particularly around prostate health – requires careful consideration of the pharmacy itself, as well as service promotion and communication style.

Many men believe that lower urinary tract symptoms are just part of getting older and are to be expected. Their embarrassment about discussing symptoms in the pharmacy may be due to not knowing that almost all pharmacies now have a consultation room, as well as a reluctance to engage in conversations with female pharmacy staff.

Prostate cancer is the most common cancer among men in the UK, yet many men delay seeking help, often because they do not recognise the symptoms or feel uncomfortable discussing personal health concerns.

Community pharmacies can play a vital role in changing this by making their environments more inclusive and approachable. This includes clearly signposting private consultation rooms, using neutral colours and displaying materials that highlight male health topics like prostate checks and urinary symptoms. Communication is especially important.

For example, focusing on staying active, maintaining energy and being fit for work or family life. Avoiding medical jargon and framing advice around control and well-being rather than vulnerability helps make conversations more natural. 

Pharmacy staff should ask open-ended questions and listen without judgement, using phrases like “lots of men ask about this” to normalise help-seeking. Offering drop-in consultations can also reduce barriers.

Outreach efforts, such as holding clinics in pubs, sports clubs or workplaces, have proved to be successful in engaging men in more relaxed settings. These initiatives are particularly relevant for prostate health, where early detection is key but symptoms may be subtle or absent.

Pharmacies can help by raising awareness of risk factors, such as age, family history and ethnicity, and signposting men to their GP for PSA testing where appropriate.

The UK Government is preparing its first men’s health strategy, so there is a timely opportunity for pharmacies to take a leading role in promoting prostate awareness and supporting early diagnosis.

By making small changes and involving men in shaping services, community pharmacies can become even more trusted places where men feel confident discussing prostate health and taking proactive steps to protect their well-being.