Community pharmacists could play an important role in saving the lives of up to 40,000 men every year, it has been suggested.

With 59 per cent of men said to be reluctant to seek medical advice even when they are in great pain, the Royal Pharmaceutical Society of Great Britain (RPSGB) has advocated the use of pharmacist patient services as an alternative to visiting the doctor.

David Pruce, the RPSGB's director of policy, said a change of attitude was needed among the nation's males if unnecessary deaths are to be avoided.

He said that men often refused visit their GP but visit a pharmacy quite regularly to pick up everyday essentials such as vitamins and aftershave.

Mr Bruce added: "While they are there, guys should speak to their pharmacist and ask them for advice or a health check – it's so easy.

"There is no need for an appointment and most have private consultation rooms for discreet assessments."

According to 2002 figures, life expectancy at birth for females in the UK was 81 years, compared with 76 years for males.