Using social marketing strategies to develop and pretest PrEP education materials for transgender women - PubMed (original) (raw)

Using social marketing strategies to develop and pretest PrEP education materials for transgender women

Sarah Bauerle Bass et al. J Soc Mark. 2023.

Abstract

Purpose –: The purpose of this study was to develop pre-exposure prophylaxis (PrEP) education materials that directly address the needs of trans women. PrEP medication is an effective HIV prevention strategy, but some groups at high risk of HIV, such as transgender (trans) women, have suboptimal uptake and adherence. Most PrEP marketing has been aimed fat men who have sex with men (MSM) and include trans women as part of that audience, but this strategy ignores important differences in perceptions of and barriers to PrEP.

Design/methodology/approach –: This study used a social marketing approach grounded in exchange theory to systematically develop and pretest PrEP messaging and communication materials for trans women through qualitative (focus groups: n = 5, 34 participants) and quantitative (surveys: n = 128) methods in Philadelphia and the San Francisco Bay area. Segmentation analysis, perceptual mapping and vector message modeling techniques were used to create three-dimensional visualizations of PrEP perceptions to identify highly targeted messaging. Working with trans artists, the authors developed prototype materials using the targeted messaging and pretested these (n = 11) in both locations for feedback on content, look and insight on appropriate intervention strategies.

Findings –: Using segmentation and perceptual mapping, this study identified key PrEP messaging across different subgroups, including by demographic and psychographic variables. Differences by group were determined to not be significant and overall messages that would resonate with all groups were built into the materials. Pretesting sessions indicated high acceptability of the messaging and trans women-centered approach to increase PrEP uptake.

Originality/value –: To the best of the authors' knowledge, this is the first study to use a social marketing framework to create targeted PrEP communication materials for trans women in partnership with trans women.

Keywords: HIV prevention; Health communication; Perceptual mapping; PrEP; Social marketing; Transgender women.

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Figures

Figure 1.

Figure 1.

Formative evaluation process Source: Figure created by study team

Figure 2.

Figure 2.

Psychographic cluster – PrEP information and trans community belongingness Source: Credit: Figure created by study team

Figure 3.

Figure 3.

Benefits of taking PrEP by self-advocacy and information source clusters Source: Figure created by study team

Figure 4.

Figure 4.

Barriers to PrEP use by self-advocacy cluster and race (Latina)

Figure 5.

Figure 5.

Beliefs about PrEP – black race Source: Figure created by study team

Figure 6.

Figure 6.

Examples of PrEP materials used in pretest Source: Figure created by study team

References

    1. Andreasen AR (2002), “Marketing and social marketing in the social change market place”, Journal of Public Policy and Marketing, Vol. 21 No. 1, pp. 3–13.
    1. Baldwin A, Light B and Allison W (2021), “Pre-exposure prophylaxis (PrEP) for HIV infection in cisgender and transgender women in the U.S.: a narrative review of the literature”, Archives of Sexual Behavior, Vol. 50 No. 4, pp. 1713–1728, doi: 10.1007/s10508-020-01903-8. -DOI -PMC -PubMed
    1. Bass SB, Gordon TF, Ruzek C, Wolak C, Ruggieri D, Mora G and Pitts K (2013), “Developing a computer touch-screen interactive colorectal screening decision aid for a low-literacy African American population: lessons learned”, Health Promotion Practice, Vol. 14 No. 4, pp. 589–598, doi: 10.1177/1524839912463394. -DOI -PMC -PubMed
    1. Bass SB, Jessop A, Gashat M, Maurer L, Alhajji M and Forry J (2018), “Take charge, get cured: the development and user testing of a culturally targeted mHealth decision tool on HCV treatment initiation for methadone patients”, Patient Education and Counseling, Vol. 101 No. 11, pp. 1995–2004, doi: 10.1016/j.pec.2018.07.007. -DOI -PubMed
    1. Bass SB, Kelly PJ, Brajuha J, Gutierrez-Mock L, Koester K, D’Avanzo P and Sevelius J (2022), “Exploring barriers and facilitators to PrEP use among transgender women in two urban areas: implications for messaging and communication”, BMC Public Health, Vol. 22 No. 1, doi: 10.1186/s12889-021-12425-w. -DOI -PMC -PubMed

Further reading

    1. Centers for Disease Control and Prevention (2020), “Estimated HIV incidence and prevalence in the United States 2014–2018. HIV surveillance supplemental report”, Vol. 25 No. 12, available at: www.cdc.gov/hiv/pdf/library/reports/surveillance/cdc-hiv-surveillance-su...(accessed 01 July 2022).

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