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

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.