Masculinity and the cost of health care

The New York Times just published this article about a recent study of men’s attitudes and healthcare. According to the study

Men who strongly endorsed old-school notions of masculinity — believing the ideal man is the strong, silent type who doesn’t complain about pain — were only half as likely as other men to seek preventative health care services, like an annual physical or a flu shot.

What the article does not mention is the relevance to the current debate about health care in the United States. If we do end up with a public option for health insurance, men who cling to traditional beliefs about masculinity may end up costing taxpayers more, because preventative care is often far less expensive than treating preventable illnesses. In other words, traditional conceptions of masculinity are unhealthy, expensive, and detrimental to the public good!

How can we turn this insight into good policy? How can we change our society so that men (and people of all genders) are encouraged to lead healthy lifestyles? If we do decide to have a public option for healthcare, how can the government try to undermine traditional gender roles and encourage men to seek preventative care? How can feminists frame this issue as an instance where traditional gender roles are bad for men AND the general public?
Any insights from readers in countries which have a public option or universal single-payer healthcare? Does your government try to undermine traditional gender roles and encourage men to seek preventative care?