Hormonal male contraception: Formative research to develop and test communication messaging

Male-controlled contraception is limited, yet a promising hormonal male contraceptive (HMC) development in may increase options for men to share in the work of pregnancy prevention. This study examined college-aged (18–26 years) men’s and women’s perceptions of influential marketing strategy for an experimental novel HMC method, a transdermal gel. Six focus groups (n = 29) were conducted to glean insights for ad prototype creation. Ad prototypes were designed and then tested in semi-structured interviews (n = 20) to understand whether the messages were adequately representing the attributes intended while also allowing participants to contribute insights on improving appeal. A constant comparative approach was used for data contextualization and theme identification. Results provided a foundation for the creation of HMC message prototypes, aimed at increasing knowledge and uptake of a novel family planning method for men. Representation of a relatable character, or drawing on authentic experiences, aligned best with participant values. Focus groups illuminated salient concepts for HMC marketing, including humor, destigmatization, information, and credibility. Interview message testing yielded an understanding of elements participants responded most strongly to, including (1) ad sentiment and (2) trustworthiness. Findings provide a basis for understanding the placement of a potential marketing campaign to effectively frame HMC uptake as easy to use, safe, and popular while building on peer norms and group acceptability among a college-aged demographic. Healthcare providers and other practitioners can utilize these findings while engaging in family planning conversations, interventions, and message development

Mentoring the Next Generation of Health Professionals: A Mentor-the-Mentor Approach

The purpose of this commentary is to share team-based mentoring strategies used for successful interdisciplinary research team productivity and sustainability. This commentary lists and describes the top ten considerations for building a productive mentor-the-mentor approach, inspired by the train-the-trainer method. The approach promotes reciprocal training and individualized experiences, while producing positive professional and personal outcomes. We pinpoint how relationship-building rooted in passion and clear communication, explicit expectations and regular celebrations, and routine paired with a bit of play enhances productivity and encourages future health professionals to emerge as leaders in the field

Paving the Way for Male Hormonal Contraception: A Consumer Behavior Approach

Background: Male contraceptive options are limited to condoms or vasectomy and have lacked significant developments for about a century, suggesting the value of exploring male hormonal contraceptives (MHC). In October 2018, a transdermal gel method entered Phase 2 clinical trials, indicating MHC may soon be available. However, eventual uptake of potentially contentious innovations, like MHC, requires informed marketing and promotional strategy. Consumer behavior research methodologies can aid in determining consumer perspectives, providing a framework for effective marketing to encourage MHC adoption upon market introduction. Methods: Phases 1 & 2. Focus groups (n=29) and individual, in-depth interviews (n=20) among college-aged men and women aged 18-26 years were conducted using a semi-structured approach. Techniques from expanded grounded theory were used, allowing for a constant comparative approach to data contextualization and theme identification. Ads were created based on focus group results and tested in the interviews. Content analysis served as the data analysis strategy, allowing for a constant comparative approach to data contextualization and theme identification. Phase 3. College-aged men and women (n=1,997) aged 18-26 years participated in a web-based survey. Multiple linear regression was used to examine significant predictors of attitudes toward, interest in, and intention to use or encourage use of MHC. A conjoint analysis procedure was also used to assess the relative importance of attributes on ad effectiveness and preference. Results: Phase 1. Three primary themes emerged from focus group discussions: 1) openness to MHC; 2) resistance to MHC; and 3) MHC gel innovation characteristics. Men and women were generally interested in the idea of an MHC method. Hesitance about MHC surrounded the social acceptance of a novel contraceptive product, resistance to changing current contraceptive routines, and fear of health consequences. Participants shared insights about promotional strategies which fell within the diffusion of innovations (DOI) characteristics of relative advantage, complexity, compatibility, and observability. Phase 2. In-depth interviews offered insight into perceptions of message development for MHC. Four themes emerged: 1) humor, 2) information, 3) relatability, and 4) credibility. Message testing in interviews yielded an understanding of elements participants responded most strongly to, including: 1) ad sentiment, 2) trustworthiness, and 3) visual appeal. Phase 3. Regression analyses revealed being sexually active (p=0.001) and having prior knowledge of potential MHC methods (p=0.031) aligned with positive MHC attitudes, interest, and intention. Conservative political views (p=0.002) and being satisfied with current male birth control offerings (p=0.000) were associated with negative MHC attitudes. Conjoint analysis identified informational messages as most important (56.62%). Informational (p=0.000) and aspirational messages (p=0.003) paired with relatable characters were the most highly preferred ads. Conclusions: Findings revealed college-aged men and women express a general interest in the idea of MHC, with hesitance stemming from social acceptance of a novel contraceptive product, resistance to changing current contraceptive routines, and fear of potential side effects and longterm health consequences.Promotional strategy for MHC, or similar novel health products, must focus on stratifying consumers based on their readiness to accept a potential innovation and use tactics like aspirational marketing, social norms marketing, and informational marketing to confirm benefits and address concerns. Qualitative formative research also illuminated salient concepts for MHC advertising. Message testing revealed informational ads with elements of credibility may be most useful for promoting MHC, along with ad concepts audiences feel they can relate to or trust, and practical messaging or imagery meant to increase agency in use. The quantitative survey further supported these findings among a broader, university audience, indicating informational messages or aspirational messages paired with trustworthy, relatable characters are the most effective ad attributes to incorporate into marketing strategy when promoting a novel contraceptive product, like MHC

Barriers & Facilitators to Providing Contraceptive Counseling to Previously Pregnant Latina Adolescents: Perspectives from Health Care Providers Located in the Midwest

Background: Despite dramatic declines in adolescent pregnancy and birth rates, U.S rates remain higher than other comparable countries and disparities, both geographic and racial/ethnic, persist. Moreover, nearly 1 in 5 adolescent births are repeat births (RB) and Latina adolescents, when compared to their white counterparts, are 1.5 times more likely to experience a RB. Four contraceptive behaviors including nonuse, inaccurate, inconsistent or gaps in contraception coverage underlie the high prevalence of unintended pregnancies and RBs. Health care providers (HCPs) can play a critical role in reducing RB-risk by providing at-risk adolescents’ contraceptive counseling that addresses these risky contraceptive behaviors in a comprehensive way. Purpose & Methods: This study sought to identify perceived barriers to providing comprehensive contraceptive counseling to Latina adolescents with a pregnancy history among HCPs who are geographically located in the Midwest. Midwestern HCPs (N=21) were interviewed using semi-structured interview techniques. Qualitative data was content analyzed and key themes were extracted. NVivo 11 software was used to analyze data. Results: Findings surrounding content and function of contraceptive counseling discussions revealed three key themes: 1) assessing contraceptive use, 2) educating adolescents on contraceptive use and options, and 3) being a resource. Four themes related to barriers also emerged including: 1) education and training, 2) clinic-level constraints placed on providers, 3) perceived cultural barriers, and 4) access. Some of these themes were present across three levels: clinic-, provider-, and adolescent-level. Additionally, facilitators to contraceptive counseling were also identified such as, being trusted & providing non-judgmental counseling, providers seeking out additional training, previously pregnant adolescents being highly receptive to contraceptive information, and the presence of the adolescent’s mother being a positive addition to contraceptive counseling visits. Conclusions: Providing comprehensive contraceptive counseling to Latina adolescents with a pregnancy history has great potential as a strategy to reduce RBs. HCPs can play an important role, but study findings suggest that barriers including clinic-level barriers, access barriers, determining how best to ensure cultural awareness at the clinic-level, and understanding how best to involve the adolescent’s parent require attention