Secondary hip fracture prevention through integrated clinical approaches involving specialists, general practitioners and nurses

which is almost universally seen as a disease of women. This erroneous assumption is reinforced by information leaflets and the portrayal of osteoporosis in the mass media which focuses predominantly on the feminine subject. As a result, diagnosis of osteoporosis is repeatedly delayed and often only made following some chance occurrence. Men commonly fail to see osteoporosis, or its prevention, as a relevant issue until confronted with the serious and painful health consequence of an osteoporotic fracture. Those diagnosed with osteoporosis then express gendered surprise and confusion, viewing osteoporosis as a threat to their masculine identity. Conclusion: This study has highlighted the need for those involved in producing health information to place emphasis on the masculine when designing and distributing information about osteoporosis. Conflict of interest: None declared.