For Q Care Plus, getting more people on PrEP was a challenge that the organization was ready to face head on. But for many of the MSM audience simply putting the words in front of them wouldn’t be enough.
While the audience was aware of the certain risks of HIV infections as well as PrEP’s best possible way to treat it, multiple factors prevented them from taking the first real steps to signing up. Sometimes it was due to a lack of self-perceived risks, sometimes it was due to social stigmas, and sometimes it was because of overall disinterest.
So the question became ‘How do you motivate people to act?’ The answer we found was through our research of our target audience.
By looking through trends, online discussions, street-level feedback, and genuine insight given to us by our team members who are already a part of the target audience, we saw that many people weren’t actually opposed to the idea of PrEP but needed an extra incentive to get them in line at the pharmacy.
To answer their objection and reinforce the concept of Q Care Plus convenience, we took their PrEP medication and created an indisputable tag team with Doxycycline Post-Exposure (doxy-PEP), an additional treatment option for STI prevention, creating a packaged deal and changing the game for those who signed up to Q Care Plus. We then released a campaign surrounded by this symbiotic relationship, making Q Care Plus one of the first telehealth organizations to create this unique offer.