HIV CARE: NYC’S MOBILE HEALTH SERVICE Adriana Andaluz, MPH Director, External Affairs Bureau of HIV/AIDS Prevention & Control AETC: Social Media and New Technology to Engage HIV+ or At-Risk Individuals into Testing, Care and Treatment June 22, 2015

 Program Overview  Services Offered  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 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 New media/traditional social marketing components Opt-in texting campaign Online resource hub Traditional marketing—posters, palm cards, subway campaign HIV Care: PROGRAM OVERVIEW MOBILE HEALTH SERVICE FOR NEWLY DIAGNOSED & OUT OF CARE

SERVICES OFFERED SAMPLE Provider Locator Medication Reminders Appointment Reminders Refill Reminders Refill Reminders Healthy Living Messages Information on Workshops

HIV CARE CAMPAIGN SOCIAL MARKETING—PHASE I

Text ‘CARE’ SAMPLE TEXTING DAY 1

5 days later… SAMPLE TEXTING DAY 5

HIV CARE SOCIAL 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 purpose Expectations Simple Value and variety Collaboration Language Timeliness Normal hours Frequency Timing Confidentiality Protecting data/de-identification of data Security & Privacy Strategic advertising Promotion Largest ROI Bit.ly’s to track CTR Measure your success

Thank you!