mHealth Service for HIV Prevention and Care

Implementing and Marketing a Mobile Health Service for HIV Prevention and Care:

Outcomes and Lessons Learned

Dano W. Beck, MSW Bhupendra Sheoran, MD Ruth Helsley, RN, BSN

April 6-8, 2014 San Francisco, CA

Annual Conference on Youth + Tech + Health  

What is Oregon Reminders?

HIV/STD  test  reminders  every  3-­‐6  

months  

Weekly  health  <ps   Monthly  prescrip<on  refill  reminders  

Daily  medica<on  reminders  

HIV/STD  test  reminders  every  3-­‐6  

months  

Weekly  health  <ps*   Monthly  prescrip<on  refill  reminders  

Daily  medica<on  reminders  

 *Only  available  via  text  message  

What is Oregon Reminders?

•  Increase frequency of HIV testing. –  Early diagnosis can help reduce transmission.

•  Improve HIV medication adherence. –  A suppressed viral load helps optimize health outcomes and

reduce transmission.

Objectives of Oregon Reminders

•  Mobile reminder systems for HIV testing1 and medication adherence2 have proven efficacy.

•  User choices help empower clients.

•  People are using technology to communicate.

Background

1Bourne  et  al.,  2011  2Pop-­‐Eleches  et  al.,  2011;  Dowshen  et  al.,  2012  

631

208

104138

360

100

200

300

400

500

600

700

Test  Reminders Med  Reminders Refill  Reminders Health  Tips Health  Tips  for  People  w/HIV

Oregon Reminders Usage Through Feb. 2014, N = 1,086

People  enrolled

Text, 64% Email, 30%

Voice, 6%

Message  Delivery  Method  

Standard, 78%

Customized, 22%

Reminder  Message  Customiza<on  

•  Staff-client conversations •  Posters and cards •  Peer-to-peer (social) •  Radio •  Online

Marketing methods

Mobile, 89%

Non-mobile, 11%

Website  visits,  N=98,154  

•  Placements –  Grindr –  Scruff –  Manhunt –  Facebook –  News website

•  Impressions: 39,000,000

Online advertising

Yield from online ad placements App or site Impressions needed

for one click Grindr 163 Willamette Week (news site)

1,111

Manhunt 2,000 Scruff 3,125

•  Data collection is ongoing –  Survey is emailed to users 6 months after enrollment

•  Responses to date = 42

Survey

•  The majority are white (86%) and MSM (75%). •  Most (68%) test reminder users are ages 18-34. •  Most (60%) medication/refill reminder users are 35-49.

Respondent characteristics, N=42

•  2/3 (67%) reported sex without a condom.

•  1/5 (22%) reported being drunk or high during sex in the past 30 days.

•  8% reported injecting non-prescription drugs.

Risk behaviors, N=36

Yes, 74%

No, 26%

Does  Oregon  Reminders  help  you  remember  to  take  your  

medicaDon?  

Medication and refill reminder outcomes, N=19

Less often, 63%

About the

same as before signing up, 37%

Since  you  signed  up  for  Oregon  Reminders,  which  of  the  following  opDons  best  describes  how  oHen  you  have  missed  a  dose  of  your  

medicaDon?  

Unsure,  0%   More  frequently,  0%  

Yes, 59%

No, 35%

Unsure, 6%

Does  Oregon  Reminders  help  you  remember  to  test  for  HIV/STDs?  

Test reminder outcomes, N=17

More often, 24%

About the

same as before signing up, 76%

 Since  you  signed  up  for  Oregon  

Reminders,  which  of  the  following  opDons  best  describes  how  oHen  

you  get  tested  for  HIV?  

Less  frequently,  0%  

•  Secondary research and early survey findings suggest Oregon Reminders is effective.

•  Text and email are desirable methods of health communication.

•  Choices help empower clients.

•  A mobile-friendly website is important.

•  Adjust your online marketing campaign based on data.

Conclusions

Dano W. Beck, MSW Technology Intervention Specialist

Oregon Health Authority, HIV Prevention Program

[email protected] (971) 673-0170

OregonReminders.org