Black MSM: Implementing health marketing techniques as a recruitment method for HIV prevention and care services

ISSUE: Black men who have sex with men (BMSM) are one of the most underserved populations in public health due to homophobia and racism. The implications of the difficulties associated with accessing BMSM is evident when reviewing surveillance data. In a recent CDC (2005) study 46% of BMSM were HIV positive and 64% of the BMSM HIV positive participants did not know their HIV status. HIV outreach educators must develop enhanced skills to locate and engage these men in places they congregate. DESCRIPTION: The focus of this presentation is on the implementation of an effective training curriculum to increase health marketing techniques for outreach educators in environments BMSM are known to socialize. This training curriculum incorporates the Diffusion of Innovation Model and Social Learning Theory with sales and marketing techniques such as active listening and relationship-building skills as a way to locate, engage, and conduct health education (ie risk reduction) with high-risk BMSM. LESSONS LEARNED: Outreach educators can enhance skills in program promotion, recruitment, HIV testing advocacy, and dissemination of important health related information germane to Black MSM. RECOMMENDATIONS: Conduct more rigorous research on skills necessary to reach African Amerian MSM in environments they are known to congregate and conduct skill building with agencies serving the population.