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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
104
138
36
0
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
daniel.w.beck@state.or.us
(971) 673-0170
OregonReminders.org

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mHealth Service for HIV Prevention and Care

  • 1. 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  
  • 2. What is Oregon Reminders? HIV/STD  test   reminders  every  3-­‐6   months   Weekly  health  <ps   Monthly  prescrip<on   refill  reminders   Daily  medica<on   reminders  
  • 3. 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?
  • 4. •  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
  • 5. •  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  
  • 6. 631 208 104 138 36 0 100 200 300 400 500 600 700 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
  • 7. Text, 64% Email, 30% Voice, 6% Message  Delivery  Method  
  • 9. •  Staff-client conversations •  Posters and cards •  Peer-to-peer (social) •  Radio •  Online Marketing methods
  • 11. •  Placements –  Grindr –  Scruff –  Manhunt –  Facebook –  News website •  Impressions: 39,000,000 Online advertising
  • 12. 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
  • 13. •  Data collection is ongoing –  Survey is emailed to users 6 months after enrollment •  Responses to date = 42 Survey
  • 14. •  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
  • 15. •  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
  • 16. 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%  
  • 17. 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%  
  • 18. •  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
  • 19. Dano W. Beck, MSW Technology Intervention Specialist Oregon Health Authority, HIV Prevention Program daniel.w.beck@state.or.us (971) 673-0170 OregonReminders.org