Medanta launches ‘Socho Mat Baat Karo’ campaign to drive prostate cancer awareness among senior citizens

New Delhi: Medanta – The Medicity, one of India’s leading super-speciality hospitals, has launched its community-focused prostate cancer awareness initiative, ‘Socho Mat Baat Karo’ (SMBK).

The campaign aims to break the silence surrounding prostate health and encourage senior citizens to speak up, get screened early, and seek timely medical consultation.

Setting the context for the initiative, Medanta launched a kiosk with a one-minute quick prostate health test, screened an awareness video, and hosted an expert-led panel discussion highlighting the importance of early detection and recent advances in prostate cancer care. The kiosk was inaugurated by Dr. Naresh Trehan, Chairman & Managing Director, Medanta. Also present were Mr. Pankaj Sahni, Group CEO, Medanta; Dr. Narmada Prasad Gupta, Professor Emeritus, Urology, Medanta; and Dr. Gagan Gautam, Chairman, Urology and Uro-Oncology, Medanta.

Sharing his perspective, Dr. Naresh Trehan, Chairman & Managing Director, Medanta, said: “At Medanta, we believe that awareness and early action are as critical as clinical excellence. Through the ‘Socho Mat Baat Karo’ campaign, we are creating a safe, supportive platform for senior citizens to openly discuss prostate health, overcome hesitation, and take charge of their well-being. This initiative reflects our commitment to preventive healthcare, community engagement, and empowering individuals to make informed health choices.”

Prostate cancer remains one of the most common cancers among Indian men, particularly affecting those above the age of 55, and men aged 45+ with a family history of cancer. Despite its high prevalence, prostate cancer often goes undiagnosed due to lack of awareness, hesitation in discussing symptoms, and delayed screening.

Through SMBK, Medanta aims to normalize conversations around prostate health, encourage men to seek early consultation, and strengthen preventive healthcare practices among the elderly population. The campaign reinforces that having an open conversation about health is the first step towards protecting it.

Highlighting the medical perspective, senior clinicians at Medanta emphasized that prostate cancer is often slow-growing and symptomless in its early stages, making regular screening essential for timely diagnosis and better outcomes. Advances such as minimally invasive and robotic-assisted surgeries have significantly improved precision, recovery time, and quality of life for patients when detected early.

Commenting on the need for early detection, awareness, and timely intervention of prostate cancer, Dr. Gagan Gautam, Chairman, Urology and Uro-Oncology at Medanta said, “It’s important for men to recognize early signs such as difficulty in urination, blood in urine or semen, erectile dysfunction, or unexplained pain in the back, legs, or pelvis — and not ignore them. Fortunately, with advances in robotic technology, we can now detect and treat prostate cancer with high precision and minimal side effects, ensuring faster recovery and better outcomes.”

This marks the second chapter of the hospital’s “Jaanta Hai Medanta” initiative, which aims to raise cancer awareness and urge timely action.