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Yikes! There are many possible reasons for coffee ground stools - yes, one can be a bleeding ulcer, or bleeding in the intestines, hemmorhoids, GI cancers, colitis. One must not assume that this is something that can wait. Hemmorhage is a possibility and can prove fatal. Now that is absolutely WORST case scenario, but I always err on the side of caution. Don't panic, but do have him go to the doc's ASAP!!
As for the tough macho man thing, I know it is a hard thing for men to give up on sometimes. The only thing I can suggest is telling him the seriousness of this!! This cannot wait a few weeks or days. I would, if it were me, go in right away. Just persist in trying to persuade him. Also tell him you are only pressuring him out of love and concern!! I have no other tips for that issue. However, if he chooses to not go in right away than you need to keep a close eye on him! Track his stools, see how frequent they are, how much, if he gets severe or worsening pain, make sure he is getting enough fluids as to not dehydrate and be prepared to call an ambulance if he lets this persist for any length of time. Having all the info by keeping track will help the docs/nurses out. Good luck- I'm rooting for everything to be OK!!:)