1. Stratification of Priority Populations Montica Levy, SFDPH Citywide PrEP Coordinator Prep for PrEP, Anaheim CA November 15-16, 2016

2. Problem: Defining reach of marketing
ORIGINAL: By September 29, 2017 (end of year two of this funding announcement), DPH will outreach to 15,000 AA/Latino MSM of color and Trans females to increase their awareness of PrEP using different social marketing and media strategies.
We have great population statistics in SF, HOWEVER, we don’t have solid data on who identifies as MSM, Trans or HIV-
Original objective was based on the marketing firm’s proposed reach and the goals of Project PrIDE. The estimate was based on MUNI ridership numbers and general population statistics
CDC requested revisions with targets specified for each priority population.
It wasn’t realistic or responsible to just divide the target by 3, so we developed our most informed estimate
12/5/2018

3. Caution We are working with estimates, which are not 100% accurate
While we can closely estimate the size, we can’t estimate whether each person is someone would benefit from PrEP
Since we are using estimates, we have obvious cautious about ACCURACY, ELIGIBILITY, and CONSISTENCY.
We have to be able to know the size of our HIV- population and break that down across Race and Gender
We have great population statistics in SF, HOWEVER, we don’t have solid data on who identifies as MSM, Trans or HIV-
Marketing firm questions > give to John Melichar
12/5/2018

4. SF Population Estimates
+ - × ÷
MSM = 58, ,452 HIV+ = 44,154 HIV- AA MSM = 3, HIV+ = 2,578 HIV- HIV Negative Latino MSM = HIV Negative Trans women = 586
We worked interdepartmentally to estimate the size of each priority population. Estimate is based on population statistics, HIV Epi
Within each priority population, we used our most recent surveillance data to remove HIV+ individuals.
We then determined the proportion of each priority group to the total of all three groups, resulting in the best estimate of number and proportion of HIV- individuals in each priority group.
12/5/2018

5. HIV NEG N Proportion African American MSM 2578 0.179764 (18%)
Latino MSM
11177
(78%)
Trans females
586
(4%)
Total
14341
100% 
12/5/2018

6. Stratification of Priority Populations
HIV NEG N %
African American MSM
2578
Latino MSM
11177
Trans females
586
Total
14341
Targets by Priority Population 54 90
899
1798
3595
234
390
3897
7794
15587 12 20
204
409
817
100
300
500
5000
10000
20000
We applied the same proportions to the target numbers to ALL of our objectives, allowing us to specify how many people in each priority group we wanted to reach.
12/5/2018

7. Back to our marketing targets
ORIGINAL: By September 29, 2017 (end of year two of this funding announcement), DPH will outreach to 15,000 AA/Latino MSM of color and Trans females to increase their awareness of PrEP using different social marketing and media strategies.
REVISED: By September 29, 2017 (end of year two of this funding announcement), DPH will reach 5,019 (35%) of the estimated 14,341 AA/Latino MSM and Trans females to increase their awareness of PrEP using different social marketing and media strategies.
(Target 2017: 903 AA MSM (18%), 3915 Latino MSM (78%); 201 Trans females (4%) = 5,736)
Original and revised objectives:
The revised objective specifies we will reach 35% or 5019 members of the priority populations.
AND, it specifies how many individuals we estimate we will reach through a marketing campaign.
12/5/2018

8. Next Steps
Negotiate with ad vendor before next phase of campaign to incorporate lessons learned from phase 1 (CQI)
We can apply the same proportions to those numbers to ESTIMATE how many members of the priority populations could have seen the campaign
12/5/2018

9. Thank you Dale Gluth and Alison Hughes!
12/5/2018