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APHA Scientific Session and Event Listing

Recorded presentation

Lisa J. LeRoy, PhD, MBA¹, Gabriela Garcia, MS, MA¹, Eric Rubinstein, MPH², and Matthew Amsden³. (1) Public Health and Epidemiology, Abt Associates, 55 Wheeler Street, Cambridge, MA 02138, 617-349-2723, lisa_leroy@abtassoc.com, (2) Office of Research and Evaluation, HIV/AIDS Bureau, Massacusetts Department of Public Health, 250 Washington Street, Boston, MA 02108, (3) Reveal Communications, 3876 18th Street, Suite 302, San Francisco, CA 94114

Background: The Internet is a popular vehicle for men having sex with men (MSM) to find sex partners. The CDC is pilot testing HIV Risk Surveillance using the Internet as a means of surveying these MSM about their health risk behaviors. Massachusetts Department of Public Health (MDPH) conducted formative research for the pilot. Methods: We conducted four focus groups and 21 individual interviews with MSM Internet users in Massachusetts (total n=41) to test messages and visual images intended to motivate MSM to click on an advertisement on a busy webpage, click through to a web survey, and complete a survey on HIV risk behavior. Five different concept banner advertisements and webpages soliciting participation were shown to participants (“gay” and non-gay identified) for their reactions. Results: 88% of participants described themselves as “experienced” users of the Internet. The majority had an in-person encounter with someone they initially met online. Most participants had visited manhunt.com, gay.com and friendster.com; sites under consideration for recruiting survey respondents, as well as 16 other sites of interest to MSM. Each ad had its advocates and detractors suggesting that rotating the ads in a short timeframe would increase the click-through rate. Focus group participants also wanted the purpose of the ads (to take a survey) to be explicit. They recommended: simpler web pages, confidentiality assurances earlier on, a “hide survey” button, explicit language about the survey topics (e.g. sex not health), and a shorter questionnaire. Conclusions: Our research informs web-based research with MSM at risk for HIV/AIDS.

Learning Objectives:

• At the conclusion of the session, the participant will be able to assess Internet messages and visual images intended to solicit MSM participation in web-based surveys on health risk behavior.

Keywords: Internet, Surveillance

Presenting author's disclosure statement:

Any relevant financial relationships? No

Recorded presentation