HIV CARE NYCS MOBILE HEALTH SERVICE Adriana Andaluz
HIV CARE: NYC’S MOBILE HEALTH SERVICE Adriana Andaluz, MPH Director, External Affairs Bureau of HIV/AIDS Prevention & Control AETC: Social Media and New Technology to Engage HIV+ or At-Risk Individuals into Testing, Care and Treatment June 22, 2015
OVERVIEW Program Overview Services Offered Best Practices & Lessons Learned
HIV Care: PROGRAM OVERVIEW MOBILE HEALTH SERVICE FOR NEWLY DIAGNOSED & OUT OF CARE Primary campaign goals • Help link newly diagnosed to care • Improve HIV medication adherence • Provide easy access to resources and support services New media/traditional social marketing components • Opt-in texting campaign • Online resource hub • Traditional marketing—posters, palm cards, subway campaign
SERVICES OFFERED SAMPLE Provider Locator Medication Reminders Appointment Reminders Refill Reminders Healthy Living Messages Information on Workshops
HIV CARE CAMPAIGN SOCIAL MARKETING—PHASE I
SAMPLE TEXTING DAY 1 Text ‘CARE’ 877 -877
SAMPLE TEXTING DAY 5 5 days later…
HIV CARE SOCIAL MEDIA CAMPAIGN >570 K impressions >41 K engagements 7. 28% ER 11. 86% ER
HIV CARE CAMPAIGN Phase II
BEST PRACTICES & LESSONS LEARNED Expectations Language Timing Security & Privacy • Clearly explain program purpose • Simple • Value and variety • Collaboration • Timeliness • Normal hours • Frequency • Confidentiality • Protecting data/de-identification of data Promotion • Strategic advertising Measure your success • Largest ROI • Bit. ly’s to track CTR
Thank you! 347 -396 -7608 aandaluz@health. nyc. gov
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