In January 2024, King Charles’ treatment for benign prostatic hyperplasia (BPH) brought prostate health to the forefront of national attention, resulting in a 1000% surge in visits to the NHS prostate enlargement advice page. Despite this heightened awareness, new research from Procept BioRobotics reveals that millions of men aged 50+ are still delaying treatment due to work pressures, cancer fears, and misconceptions about prostate health. The campaign sought to dismantle these barriers by educating men about modern treatment options, such as robotic Aquablation therapy, and encouraging them to prioritise their health through early intervention.
Challenge:
- Delay in Seeking Help: Among men aged 45+, 63% admit to delaying visits to their GP, often citing work (15%) or family commitments (12%) as reasons for postponement.
- Misconceptions and Fear: While 61% of men correctly identified difficulty passing urine as a warning sign of prostate issues, awareness of other symptoms like frequent urination (54%) and incomplete bladder emptying (42%) remains low. Many also confuse BPH with prostate cancer, creating anxiety that discourages timely action.
- Online Health Searches: Over 80% of men aged 45+ search online for symptoms before consulting a GP. Alarmingly, 24% report that these searches have discouraged them from seeking medical advice.
Key Statistics:
- Prevalence: Nearly 3 million men in the UK are affected by BPH, with over 30,000 surgeries performed annually.
- Barriers to Action: 63% of men aged 45+ delay visiting a GP, compared to 42% of men aged 55+.
- Impact of King Charles’ News: The NHS prostate enlargement advice page saw a 1000% increase in visits after King Charles’ treatment was announced.
Action:
Highlighting Modern Treatment Options: Procept BioRobotics showcased the transformative potential of Aquablation therapy, a robotic, heat-free treatment for BPH with clinical outcomes such as 99.5% continence preservation, 100% erectile function preservation, and 89% ejaculatory function preservation. This innovative treatment was positioned as a gold standard solution for men hesitant about traditional procedures.
Case Studies and Expert Commentary: The campaign featured compelling patient stories, including BBC actor Derek Griffiths, who described nine years of suffering before finding relief through treatment, and retired firefighter Robert Rea, who regained his quality of life after undergoing Aquablation therapy. Consultant Urological and Robotic Surgeon Neil Barber provided expert commentary, addressing misconceptions about BPH and encouraging men to seek timely treatment.
Extensive Media Outreach: Media partnerships with outlets such as BBC regional stations, Sky News Radio, and ITV Meridian helped amplify the campaign’s message. Key themes included the importance of early intervention, differentiating BPH from prostate cancer, and exploring modern treatment options.
Results
- Extensive Media Coverage: The campaign secured 330 media opportunities, reaching a total audience of 152,234,900. Coverage included key outlets like Sky News Radio, Absolute Radio, and regional BBC stations such as BBC Somerset, BBC Bristol, and BBC Wiltshire.
- Public Engagement: The campaign’s storytelling approach, leveraging patient experiences and expert insights, resonated strongly with audiences, encouraging thousands to seek more information about BPH and modern treatment options.
- Driving Awareness and Action: By highlighting the barriers men face in seeking treatment, the campaign educated audiences about the differences between BPH and prostate cancer, underscoring the importance of early intervention and proactive health management.
