Global PrEP roll-out: recommendations for programmatic success
Global PrEP roll-out: recommendations for programmatic success
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DOI：
10.1016/s2352-3018(19)30002-5
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发表时间：
2019-02-01
期刊：
影响因子：
16.1
通讯作者：
Bekker, Linda-Gail
中科院分区：
文献类型：
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作者：
Amico, K. Rivet;Bekker, Linda-Gail
暴露前预防(PrEP)正在不同地区、社区和群体中得到采纳和推广。尽管它已被证明是有效的，但在某些情况下，PrEP的推出滞后，部分原因是信息传递存在缺陷。可以从市场营销中吸取教训并应用原则，以突出当前推出的侧重于选择性和孤立服务提供的战略的潜在陷阱。在探索了PrEP在宣传信息(销售)中的推广方式，向精选并经常被污名化的群体(品牌)营销，以及作为一种特殊或非集成服务(产品植入)提供的方式后，我们提出，当前的战略最终可能会减缓PrEP的推出速度，并导致围绕PrEP使用的污名。我们提出了替代方案，供各方案和部委在制定预防艾滋病毒的长期计划时考虑。我们建议，销售应侧重于保护或健康框架，品牌应传达适当的PrEP，以满足任何需要的人，并应将PrEP的提供放在其他相关和有价值的健康服务的背景下。正如一些PrEP方案所表明的那样，方案有可能采用对健康客户有吸引力的现代营销战略，并可能促进对生物医学预防的包容性和整体性愿景。
Pre-exposure prophylaxis (PrEP) is being adopted and rolled out in diverse regions, communities, and groups. Although it has been shown to be effective, in some settings PrEP roll-out has lagged, in part due to flawed messaging. Lessons can be learned and principles applied from marketing to highlight the potential pitfalls of current roll-out strategies focused on selective and siloed service provision. After exploration of the way PrEP is promoted in awareness messaging (the sell), marketed to select and often stigmatised groups (the brand), and offered as a special or non-integrated service (product placement), we propose that current strategies can ultimately slow roll-out and contribute to stigma surrounding PrEP use. We propose alternatives for programmes and ministries to consider as they develop long-term plans for HIV prevention. We propose that the sell should focus on protection or wellness framing, the branding should convey PrEP as appropriate for anyone in need, and the provision of PrEP should be placed in the context of other relevant and valued health services. As has been shown in some PrEP programmes, it is possible for programmes to adopt modern marketing strategies that are attractive to healthy clients and might promote an inclusive and holistic vision of biomedical prevention.