For PrEP to have sustainable health impact, relevant attitudes, knowledge, social norms and beliefs need to be shaped at individual, community and policy level. People must understand the benefits of PrEP and believe these outweigh any possible negatives. They must have relevant practical and emotional reasons to use PrEP products consistently and correctly.
An evidence-based marketing and communications plan lays out the activities you’ll undertake to ensure that PrEP is understood and used in ways that have an impact people’s health and health seeking behaviors. Experience has shown that these plans work when they include many of the following: strategies for influencing social and behavior change in ways that support PrEP uptake and use, plans for creating demand among priority populations, training for providers, counselors, peer educators on how to talk about and provide PrEP and more.
Below you will find steps to create a marketing and communications plan to promote demand for and uptake of PrEP; additional resources are linked at the bottom of the page:
Conduct a situation analysis of key audiences
Systematically review information about PrEP that will help you define and understand the problems and opportunities in introducing PrEP in your context. This might include an understanding of attitudes, knowledge, social norms and beliefs at individual, community and policy level.
Identify any gaps in knowledge and decide how you will address those gaps.
Laura Fitch (AVAC) presented data from AVAC's global PrEP tracker, showing that in the first quarter of 2018, 309,525 people were initiated on oral PrEP. The tracker captures data from ongoing and planned oral PrEP demonstration projects, implementation initiatives and national programmes, and probably underestimates the number of people beginning oral PrEP, particularly in Asia.
This site matches individuals who are interested in PrEP to eligible health plans and provides comparative pricing. PrEPcost.org is designed for both PrEP users and health care providers to make it easy to navigate the insurance options and find the best plans available.