在PrEP上向右滑动:对MSM对PrEP偏好的定性研究在约会应用程序上的公共卫生信息
Matthew A Adan1, Christina Psaros2, Grace Chamberlin3
1Department of Medicine, Massachusetts General Hospital, Boston, MA, USA.
AIDS care
|April 22, 2024
概括
与男性发生性关系的男性 (MSM) 想要在约会应用程序上看到艾滋病毒暴露前预防 (PrEP) 广告. 广告应该是可联系的,简洁的,并提供PrEP作为一种选择,而不是一种义务.
科学领域:
- 公共卫生 公共卫生
- 性健康 性的健康
- 数字健康数字健康
背景情况:
- 与男性发生性关系的男性 (MSM) 经历了不成比例的高艾滋病毒感染率.
- 约会应用程序是MSM中获得性伴侣的主要平台,超过70%的人使用它们.
研究的目的:
- 在约会应用程序上探索MSM对暴露前预防 (PrEP) 广告的偏好.
- 确定将PrEP推广整合到MSM经常使用的数字平台中的最佳策略.
主要方法:
- 质量研究涉及16个深入采访的MSM在波士顿,马萨诸塞州.
- 两个焦点小组与移动性健康单位的员工和用户进行了讨论.
- 用内容分析来确定广告偏好和应用程序集成中的关键主题.
主要成果:
- 大众广告商表达了对相关,可联系,简洁,引人入胜的广告的愿望.
- 参与者更喜欢将PrEP作为一种可访问的选择而不是要求的广告.
- 建议包括扩大目标受众和整合服务作为应用程序中的选择.
结论:
- MSM对约会应用程序上的PrEP信息很开心,但当前的广告需要改进.
- 约会应用程序代表了一种潜在的未充分利用的资源,用于提高MSM中PrEP意识和知识.
- 量身定制的广告策略可以改善在数字空间中的参与和艾滋病预防方法的采用.
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