Type in "women's health" on the Poudre Valley Health System main page and you get 25 matches. Type in "men's health" and you get just one - a price list for men's facials. North Colorado Medical Center's web page will give you 118 options for women's services; 20 for men's.

How health care for men is marketed today, and, proponents hope, in the future, could be about to change, and experts say we can thank the Great Recession.

Recession-induced job loss has left the actual target market - men - with more time to deal with their own health-related issues, according to Stephen Moegling of Franklin Street, a marketing company based in Richmond, Va., that specializes in health care. While women are traditionally identified by marketers and the U.S. Department of Labor as the primary decision makers in such matters, Moegling thinks this is changing. He pointed to a study of 2,400 men conducted by Yahoo and published in Advertising Age in January that found half of those surveyed identified themselves as the primary decider about household tasks such as investments, bill paying, budgeting and grocery shopping; women still got to do laundry and cooking.

"Men use the Internet for health searches as often as do women