Using Geosocial Networking Apps to Promote Syphilis Awareness and Health Resources

Abstract

Since 2013, the United States has seen a rise in syphilis incidence to epidemic proportions, especially among young men who have sex with men (MSM) who utilize geosocial networking (GSN) applications (apps) to find dates and hookups. Syphilis is an easily treatable sexually transmitted disease (STD). In response to this epidemic, the Pima County Health Department has been developing interventions to reduce the incidence of syphilis. In this study, we tested the effectiveness of using GSN apps to increase syphilis awareness and facilitate communication between MSM and health officials. Informed by survey results, the county created a “Health Advisor” app profile on select GSN apps for MSM. Two phases of app messaging were conducted over six months with different styles of messaging. We found a passive style of messaging was more effective in terms of user response and frequency of conversations that include health information than an active style. Geosocial networking apps are an efficient medium to distribute health information and alert community members about a syphilis or health concerns, especially to high-risk groups. Future public health efforts should be aimed at strengthening the credibility, presence, and scope of the health official on the GSN apps.