Medically speaking, men live shorter lives due to increased sress from being primary bread winners, stress on the job, inability to talk about feelings (or being told men do not do that their whole lives). They also don't take care of themselves like women do, good food, medication management, or exercise. So they die faster in part due to neglecting themselves. Many also feel bad or get teased about going to the doctor about anything, really.
Tell your guy friends and loved ones that the company will survive without them for a few hours and their health is soo much more important than any company will ever be. Let them know taking care of themselves is part of love ing those that depend on them.