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MyHealthTeam is seeking to improve the health outcomes of Latino patients living with HIV as part of a recently-launched effort supported by Gilead Sciences.

The digital-focused health company unveiled myHIVteam en Español, a patient community site bolstered by medically-reviewed content, this week.

Like its English-language predecessor, which launched in 2016, this Spanish-language patient community is tailored to the needs of patients living with HIV and fueled by their input.

Over the past dozen years, MyHealthTeam has launched patient communities in English for around 60 different conditions and therapeutic areas, with an estimated 27 million people visiting these sites, according to CEO Eric Peacock.

Given the success of the original myHIVteam, which continues to receive thousands of visitors each week looking for medically-accurate information about HIV and connect with others for support, the company sought to build out an option for an underrepresented patient population.

At the national level, 25% of the HIV population is Latino and around one-third of new diagnoses are Latino.

Peacock highlighted a recent company survey that found 88% of Spanish speakers wanted HIV information in Spanish, underscoring the need for specialized communities. 

Additional survey findings indicated that 41% of respondents said access to testing and treatment for HIV was limited, while nearly 80% said treatment options were unaffordable.

“If we want to change that [dynamic], educate people and get them access to care, we have basically got to take it directly to them,” he said. 

Ultimately, this initiative aims to improve health equity by directly addressing the unique needs and barriers faced by Spanish-speaking Latino patients in HIV care.

As such, MyHealthTeam is marketing in Spanish to create awareness for the site, including through targeted ads on Telemundo and other channels.

While the partnership with Gilead provides funding and support for the community, Peacock stressed that MyHealthTeam maintains full editorial control to ensure the content is unbiased and focused on patient needs.

Even in the early going, the results have been encouraging, indicating both a high level of engagement and retention with Spanish-speaking patient populations.

“The monthly active return usage is high,” Peacock said, noting that more than 70% of users returned to the community at some point during the first month. 

He added that the two partner organizations have utilized content marketing, targeted advertising and influencer partnerships to promote the effort. When it comes to measuring engagement and ROI in these underserved communities, Peacock said they are leveraging zero-party data to evaluate their strategies.

While he couldn’t offer specific details, Peacock said My Health Team has plans to expand the Spanish-language communities into other therapeutic areas beyond HIV. 

He noted that many chronic conditions disproportionately affect Black and Latino Americans, which means that tailored content and marketing strategies are crucial for effectively reaching these underserved populations.

As exemplified by myHIVteam en Español, raising awareness of HIV, addressing stigmas and promoting available treatment options for patients remains a core mission for Gilead.

Over the past year, the drugmaker has rolled out a series of campaigns to boost HIV preventive care and alleviate the barriers to care that contribute to significant health disparities faced by Black and Latino patient populations.

This also comes months after Gilead brought on Omnicom Group to manage PR for its HIV portfolio.

Echoing the survey’s findings, Gilead’s executive director of U.S. HIV treatment marketing Rohini Mehtani said language barriers heighten feelings of isolation and limit access to trusted information about treatment. 

In light of this ongoing challenge, Mehtani said it was essential for Gilead to sponsor this initiative and expand access to Spanish-speaking patients by providing in-language resources and creating a supportive community who can connect in their preferred language. 

“By addressing these areas, we can work towards ensuring that all Spanish-speaking HIV patients have access to the information, people, and connections they need and want,” Mehtani said.

She highlighted other factors that exacerbate stigmas surrounding HIV, including traditional cultural values coupled with fear of discrimination — all of which can prevent individuals from seeking HIV testing and treatment. 

Other contributing factors include misconceptions about HIV transmission, prevention and treatment as well as socioeconomic disparities. 

Mehtani said tackling HIV stigma requires a multifaceted approach that includes education, awareness campaigns and community-based support to promote inclusivity and reduce discrimination.

When asked about how pharma companies can address the deeply-held stigmas associated with this disease state, Mehtani said it’s crucial to play a proactive role in supporting the Spanish-speaking HIV community. 

“We recognize the unique health disparities faced by this population and the importance of providing culturally relevant resources and support,” Mehtani said. “Gilead’s sponsorship of MyHealthTeam’s myHIVteam en Español is an important component of our commitment to this community.”