Division of Consumer Science, Purdue University, West Lafayette, IN, USA.
Department of Public Health, Purdue University, West Lafayette, IN, USA.
Am J Mens Health. 2022 May-Jun;16(3):15579883221094702. doi: 10.1177/15579883221094702.
Male-controlled contraception is limited, yet a promising hormonal male contraceptive (HMC) development in may increase options for men to share in the work of pregnancy prevention. This study examined college-aged (18-26 years) men's and women's perceptions of influential marketing strategy for an experimental novel HMC method, a transdermal gel. Six focus groups ( = 29) were conducted to glean insights for ad prototype creation. Ad prototypes were designed and then tested in semi-structured interviews ( = 20) to understand whether the messages were adequately representing the attributes intended while also allowing participants to contribute insights on improving appeal. A constant comparative approach was used for data contextualization and theme identification. Results provided a foundation for the creation of HMC message prototypes, aimed at increasing knowledge and uptake of a novel family planning method for men. Representation of a relatable character, or drawing on authentic experiences, aligned best with participant values. Focus groups illuminated salient concepts for HMC marketing, including humor, destigmatization, information, and credibility. Interview message testing yielded an understanding of elements participants responded most strongly to, including (1) ad sentiment and (2) trustworthiness. Findings provide a basis for understanding the placement of a potential marketing campaign to effectively frame HMC uptake as easy to use, safe, and popular while building on peer norms and group acceptability among a college-aged demographic. Healthcare providers and other practitioners can utilize these findings while engaging in family planning conversations, interventions, and message development.
男性控制的避孕方法有限，但有前途的男性荷尔蒙避孕法（HMC）的发展可能会增加男性参与避孕工作的选择。本研究调查了大学生（18-26 岁）男性和女性对一种实验性新型 HMC 方法（透皮凝胶）的有影响力的营销策略的看法。进行了六组焦点小组（= 29），以收集广告原型创作的见解。设计了广告原型，然后通过半结构化访谈（= 20）进行测试，以了解这些信息是否充分代表了预期的属性，同时也允许参与者提出改进吸引力的见解。使用恒比方法对数据进行情境化和主题识别。研究结果为 HMC 信息原型的创建提供了基础，旨在提高男性对新型计划生育方法的认识和采用。具有代表性的角色或借鉴真实经验，最符合参与者的价值观。焦点小组阐明了 HMC 营销的重要概念，包括幽默、消除污名化、信息和可信度。访谈信息测试了解了参与者最强烈反应的元素，包括（1）广告情绪和（2）可信度。研究结果为理解潜在营销活动的定位提供了基础，以便有效地将 HMC 的采用描述为易于使用、安全且受欢迎，同时建立在同龄人的规范和群体可接受性之上。医疗保健提供者和其他从业者可以在进行计划生育对话、干预和信息开发时利用这些发现。
