hiv care: nyc’s mobile health service adriana andaluz, mph director, external affairs bureau of...
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HIV CARE:NYC’S MOBILE HEALTH
SERVICE
Adriana Andaluz, MPHDirector, External Aff airsBureau of HIV/AIDS Preventi on & ControlAETC: Social Media and New Technology to Engage HIV+ or At-Risk Individuals into Testi ng, Care and Treatment
June 22, 2015
Program Overview
Services Off ered
Best Practices & Lessons Learned
OVERVIEW
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
HIV Care: PROGRAM OVERVIEWMOBILE HEALTH SERVICE FOR
NEWLY DIAGNOSED & OUT OF CARE
SERVICES OFFEREDSAMPLE
Provider LocatorMedication Reminders
Appointment Reminders
RefillReminders
Healthy Living Messages
Information on Workshops
HIV CARE CAMPAIGNSOCIAL MARKETING—PHASE I
877-877Text ‘CARE’
SAMPLE TEXTINGDAY 1
5 days later…
SAMPLE TEXTINGDAY 5
HIV CARESOCIAL MEDIA CAMPAIGN
>570K impressions
>41K engagements
7.28% ER
11.86% ER
Phase II
Phase I
HIV CARE CAMPAIGN
BEST PRACTICES & LESSONS LEARNED
• Clearly explain program purposeExpectations• Simple• Value and variety• CollaborationLanguage •Timeliness•Normal hours•FrequencyTiming• Confidentiality• Protecting data/de-identification of dataSecurity & Privacy
• Strategic advertisingPromotion• Largest ROI• Bit.ly’s to track CTR
Measure your success
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