Where are the men? What keep them away or approach them to the primary health care

Men usually don’t have preventive habits. Thus, listening to them is necessary to understand the conceptions they have that justify their attitudes. This study is focused on identifying the reasons that make men look for Primary Health Care and to understand the reasons that keep them away or approach them. This is a qualitative, exploratory and descriptive case study. Thirteen men aged 25- 59 years old, who live in Vitória da Conquista city, participated in the study. The data was collected by semi-structured interviews and was analyzed by Thematic Content Analysis. The results showed how men understand health and how their perception reflects the way they are looking for health services. The study also showed the reasons why men approach or keep away from Primary Health Care, including cultural conceptions and even institutional issues. The results of the study support the development of strategies that could stimulate and welcome the male population, in spite of the limitations and natural barriers that this group contains