Download MetroHealth System (Cleveland, OH)

County Hospital in Cleveland, OH
PI: Ann K. Avery, MD | Project Manager: Jen McMillen Smith, LISW-S
Evaluator: Mary M. Step, PhD | Designer: Julia Briggs, Blue Star Design
Outreach & Recruitment Strategies
Target population
13-34 year olds living with HIV/AIDS who are patients of MetroHealth, the
public/county hospital in Cleveland, OH, particularly those who are not virologically
suppressed or are sporadically in HIV care.
Overall outreach & recruitment strategies
Positive Peers will utilize 4 main recruitment strategies:
1.
2.
3.
4.
Fliers / brochure
Social media
Advertising
Optimizing the Electronic Medical Record (EMR) for “In-Reach” & Outreach
Fliers / Brochure
Fliers
Young people living with HIV can sometimes have problems managing their health
due to low health literacy. Our health literacy fliers aim to educate on specific HIV
care-related issues while also recruiting potential Positive Peers app users.
Brochure
Specifically promotes Positive Peers and will be in the clinic and with key healthcare
team members (social workers, outreach and linkage to care workers, and even
physicians)
Social: PositiveinCLE
Intention is to recruit for the app and keep the Positive Peers
in the consciousness of users
Platforms: Twitter, Instagram, Facebook, YouTube
Hashtags:
#HIVCle #HIVapp #PositiveInCLE #HIV #GetTested
Blog - The Plus Side: Content will be on the public-facing webpage
www.positivepeers.com & search-engine optimized, so if HIV + Cleveland is Googled,
it should be a top hit. There will be a form on the website to complete if a person
wishes to be considered for enrollment in the app.
Advertising
Instagram Sponsorship
Geo-targeted ad design will target heterosexuals. When an Instagram
user
the ad, then it will automatically pop-up in that user’s
follower’s feeds.
Jack’d
Geo-targeted ad design for MSMs of color.
In-Reach & Outreach
Clinic
Optimize Electronic Medical Record (EMR) to produce a list of young people living with HIV
who are not virologically suppressed. Project Coordinator meets with them at clinic visit.
Community
Outreach worker (works with out-of-care individuals) and Linkage To Care workers (work with
all newly diagnosed in Cuyahoga County) will give information and encourage patients in the
target population to enroll in Positive Peers.
Launch Party
Social event to spark interest and encourage enrollment. Heterosexual female CAB members
will be present & will invite friends to attend.
Possible Challenges for Recruitment
Disengagement
It will likely be easier to recruit users who are engaged in care than those who are not. We
want both on the app, so that peer mentoring occurs, but a balance of those who are only
sporadically in care or are not virologically suppressed may be difficult to achieve. A person
who is not engaged in care may not respond to our recruitment efforts.
Math
According to a 2016 CDC report, at current rates, 1 in 6 MSM will be diagnosed with HIV in
their lifetime, including 1 in 2 black MSM, 1 in 4 Latino MSM, and 1 in 11 white MSM.
African Americans have a lifetime HIV risk of 1 in 20 for men (compared to 1 in 132 for
whites) and 1 in 48 for women (compared to 1 in 880 for whites).
So it’s statistically easier to reach an out-of-care MSM living with HIV than it is an out-of-care
heterosexual, even if she’s an African-American woman living with HIV.
Determining Eligibility
Inclusion criteria
• 13-34 years old & living with HIV
• MetroHealth patient
• Priority given to those with viral loads / sporadically in-care (no clinic visit in 6 months)
This is in line with HRSA SPNS stated target population.
Procedures to determine eligibility
Potential participants will have an individual meeting or phone call with the Project
Coordinator for eligibility screening. If the person is deemed eligible, enrollment will
be offered. If not, the person will be given information about alternative resources
(e.g., Secret Facebook group, Support Groups, and social events)
Screening
Eligible
Not eligible
Enroll
Offer Alternative Supports
Enrollment process
Anticipated one-hour process, one-on-one with the Project Coordinator,
and will include the following elements:
1.
2.
3.
4.
Completing Informed Consent
Completing the multi-site survey (ACASI) and any other instruments
Downloading Positive Peers to participant’s device
Training on app use: functions, entering initial health data (CD4, viral load, meds,
upcoming appointments) to maximize health score, customizability, data space
5. Answering questions
6. Dispensing incentive
Possible Challenges for enrollment
Space & Time
MetroHealth’s ID clinic is busy and space is tight. The Project Coordinator will need to
squeeze in the exam room in between many other staff members (at minimum:
physician, nurse, social worker) to screen for eligibility. The Project Coordinator’s
private office is in the same building, but 6 floors up from the clinic. Those who wish
to enroll can go up after completing the clinic visit.