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The Hill & Knowlton Award for Innovation


Man MOT - Monday Opportunity to Talk

Pfizer in association with Red Health and partners (Men’s Health Forum, Diabetes UK, Relate, Sexual Advice Association, Family Planning Association, National Obesity Forum, HEART UK)

Summary of work

Results of a survey by Pfizer revealed that 53 per cent of men in the UK are worried about wasting their doctor’s time and a high proportion admitted that they would not visit their doctor with symptoms such as persistent thirst, frequent urination and erectile dysfunction, despite the fact that they could be early warning signs of underlying conditions such as heart problems, prostate problems and diabetes.

As a result, increasingly men are turning to the internet for health information and advice, and worryingly, to purchase medication without a prescription. Pfizer-commissioned research revealed that 1 in 10 men admit to having bought medicines without a prescription: 50 per cent have done so online.

In order to address this problem, Pfizer and six leading patient organisations – Diabetes UK, HEART UK, Men's Health Forum, National Obesity Forum, Relate and the Sexual Advice Association – embarked on a groundbreaking initiative to harness the power of digital, taking healthcare to men through the UK’s first online health surgery for men – Man MOT (Monday Opportunity to Talk)

Man MOT was launched in July 2010. Open for business on Monday evenings from 6pm – 11pm and staffed by two NHS GPs, alongside monthly guest clinics from News of the World sex expert Tracey Cox and Relate counsellors, Man MOT allows intimate, confidential health conversations to take place anonymously, at men’s convenience.

Up to December 2010, Man MOT smashed through targets, generating over 500 million media opportunities to see, providing medical information and advice to over 17,000 visitors and providing an online consultation to over 400 men in a total of 125 hours of live surgery time – equivalent to the number of male patients coming through the door of a large GP practice.

Judges comments

“This is innovative and credible because it caters to a real need and was built on the insight that 81 per cent of men would attend a consultation if it was completely confidential. They have invented a new channel for healthcare delivery. As a pilot it is really fantastic and scalable. It really stands out.”

Stakeholder comments

"Diabetes UK recognises the importance of initiating health conversations with men, to encourage them to take their concerns to a healthcare professional in person. Man MOT has taken a responsible approach to this challenge, encouraging men to take the first step in addressing health issues. Diabetes UK is pleased to be a partner in this innovative project.”
Libby Dowling, Clinical Advisor, Diabetes UK

"Our own data from NHS Direct shows that men aged 18-35 are the group least likely to use our telephone services. Man MOT is a valuable service which gives men more choice in how they access healthcare and directs them into appropriate care pathways.“
Head of Partnerships, NHS Direct

"Man MOT is a timely project as we are faced with very large numbers of men who face or may end up facing multiple health issues, but don't seek medical advice. Men's Health Forum sees Man MOT as a 21st century solution to men's reluctance to go to a doctor.
“We were so impressed with the project that we mailed our contacts, 1,700 of them working in men's health across PCTs, local government, companies, football clubs, and beyond, and urged them: "Put it in your newsletters. Post it everywhere. Let's put this idea into mainstream healthcare thinking”. This is a groundbreaking service for men, and I'd be surprised if we don't soon see this idea adopted more widely.”
Chief Executive, Men’s Health Forum

Key dates

Entry deadline 26 August 2022
Extended entry deadline 2 September 2022*
*additional fee applies
Judging Day 6 October 2022
Company/Team of the Year Interviews 21 October 2022
PMEA Event 23 November 2022