Bass Sarah Bauerle, Kelly Patrick J A, Brajuha Jesse, Gutierrez-Mock Luis, D'Avanzo Paul, Herrera Samantha, Sevelius Jae
Department of Social and Behavioral Sciences, Temple University, Philadelphia, Pennsylvania, USA.
Division of Prevention Science, University of California San Francisco, San Francisco, California, USA.
J Soc Mark. 2023 May 29;13(3):380-398. doi: 10.1108/jsocm-08-2022-0169. Epub 2023 Mar 21.
PURPOSE –: The purpose of this study was to develop pre-exposure prophylaxis (PrEP) education materials that directly address the needs of trans women. PrEP medication is an effective HIV prevention strategy, but some groups at high risk of HIV, such as transgender (trans) women, have suboptimal uptake and adherence. Most PrEP marketing has been aimed fat men who have sex with men (MSM) and include trans women as part of that audience, but this strategy ignores important differences in perceptions of and barriers to PrEP.
DESIGN/METHODOLOGY/APPROACH –: This study used a social marketing approach grounded in exchange theory to systematically develop and pretest PrEP messaging and communication materials for trans women through qualitative (focus groups: = 5, 34 participants) and quantitative (surveys: = 128) methods in Philadelphia and the San Francisco Bay area. Segmentation analysis, perceptual mapping and vector message modeling techniques were used to create three-dimensional visualizations of PrEP perceptions to identify highly targeted messaging. Working with trans artists, the authors developed prototype materials using the targeted messaging and pretested these ( = 11) in both locations for feedback on content, look and insight on appropriate intervention strategies.
FINDINGS –: Using segmentation and perceptual mapping, this study identified key PrEP messaging across different subgroups, including by demographic and psychographic variables. Differences by group were determined to not be significant and overall messages that would resonate with all groups were built into the materials. Pretesting sessions indicated high acceptability of the messaging and trans women-centered approach to increase PrEP uptake.
ORIGINALITY/VALUE –: To the best of the authors' knowledge, this is the first study to use a social marketing framework to create targeted PrEP communication materials for trans women in partnership with trans women.
本研究的目的是开发直接满足跨性别女性需求的暴露前预防（PrEP）教育材料。PrEP药物是一种有效的艾滋病毒预防策略，但一些艾滋病毒高风险群体，如跨性别女性，其药物服用率和依从性并不理想。大多数PrEP的推广对象是男男性行为者（MSM），并将跨性别女性纳入该受众群体，但这种策略忽视了对PrEP认知和障碍方面的重要差异。
设计/方法/途径：本研究采用基于交换理论的社会营销方法，通过定性（焦点小组：n = 5，34名参与者）和定量（调查：n = 128）方法，在费城和旧金山湾区系统地开发并预测试针对跨性别女性的PrEP信息和宣传材料。使用细分分析、感知映射和矢量信息建模技术来创建PrEP认知的三维可视化，以确定高度针对性的信息。作者与跨性别艺术家合作，使用针对性信息开发原型材料，并在两个地点对这些材料进行预测试（n = 11），以获取关于内容、外观的反馈以及对适当干预策略的见解。
通过细分和感知映射，本研究确定了不同亚组中的关键PrEP信息，包括按人口统计学和心理统计学变量划分的亚组。经判定，各亚组之间的差异不显著，材料中纳入了能引起所有亚组共鸣的总体信息。预测试表明，这些信息以及以跨性别女性为中心的方法在提高PrEP服用率方面具有很高的可接受性。
原创性/价值：据作者所知，这是第一项使用社会营销框架与跨性别女性合作，为其创建针对性PrEP宣传材料的研究。
