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“We know that the longevity gap between men and women is much less biological than it is behavioral, but have we become so used to men dying earlier than women that it is just an accepted fact in our society?”

In a recent article, published in the Urology Times, Dr. Larry Goldenberg, Dr. Sean Skeldon, and Dr. Nick Black describe the use of morphological market research to identify six themes or modes that shape men’s health behaviours and how those modes can be ultimately used to improve men’s health.

Read the full article here.

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