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

347-396-7608aandaluz@health.nyc.gov

Thank you!