Online Program

Diffusion of evidence-based HIV prevention intervention: Formative data for insights 2.0 marketing strategy providing tailored advertising and health messages for women in the United States

Sunday, November 3, 2013

Chassidy Hanley, Masters in Public Health, Gillings School of Global Public Health, University of North Carolina, Chapel Hill, Chapel Hill, NC
Background: In 2010 there were 9,500 new cases of HIV among women with 84% of new infections attributable to heterosexual contact. African American and Latina women are disproportionately burdened at all stages of HIV infection compared to other racial and ethnic groups. Insights 2.0 is an online evidence-based HIV prevention intervention that delivers culturally and behaviorally-relevant HIV prevention messages based on the woman's responses to decrease the likelihood of exposure to HIV. The objective of the Insights 2.0 Marketing Project was to develop a preliminary diffusion strategy that will increase the uptake of Insights 2.0.

Methods: An inventory of print media was developed through an on-line search of most popular women's magazines for the target demographic. Media outlets were prioritized based on their ability to engage an epidemiological profile of women at risk for HIV/AIDS.

Results: 28 of 400 magazines were selected with 60% of the magazines having a majority African American and Latina readership, 10% Asian, 10% American Indian and 10% rural. Readership salary range was $39,000-120,000. 32 social media websites were identified with similar demographic characteristics to print media. A promotional media packet and flyers were created for community-based organizations and health departments.

Discussion: The preliminary research data from the Insights 2.0 Marketing Project will inform the dissemination strategy. Employing systematic population-based marketing strategies will enhance the likelihood of diffusion of the Insights 2.0 to one million sexually active U.S. women over the next five years.

Learning Areas:

Chronic disease management and prevention
Communication and informatics
Planning of health education strategies, interventions, and programs

Learning Objectives:
Identify media outlets frequented by women to enhance the uptake of an evidenced based intervention targeted for women at risk for HIV/AIDS. Formulate a public health social marketing strategy to target women using print and web-based media, as well as, related promotional materials.

Keyword(s): HIV Interventions, Communication Technology

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I am currently a Master's student at UNC Gillings School of Global Public Health. While working on my MPH I took part in a fellowship program hosted by the Centers for Disease Control and Prevention. During my fellowship I developed the preliminary marketing strategy for an evidenced based HIV prevention intervention targeting women at risk for HIV in the U.S. This EBI is to be disseminated nationwide by the CDC's Division of HIV/AIDS Prevention.
Any relevant financial relationships? No

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.