Gender role theory argues that men are socialized to adhere to masculine norms that foment resistance to help-seeking in general and medical care in particular. We hypothesize an automatic link in memory between medical care and masculinity among men, developed through gender role socialization, such that by the time men have reached adulthood, medical-related stimuli inescapably and unintentionally activate masculinity-relevant concepts. Across two studies we employ a lexical decision task with medical and non-medical primes to demonstrate an automatic link between medicine and masculinity (in addition to other concepts) among male university students. Further, we illustrate how self-affirmation may temporarily untether the two concepts. A novel “masculine-affirmation” was also explored, which increased the medicine–masculinity link.