December 2024
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JAIDS Journal of Acquired Immune Deficiency Syndromes
Purpose This study, conducted as part of the Keep It Up! (KIU!) 3.0 trial, compares the implementation costs of two strategies – centralized direct-to-consumer (DTC) marketing and decentralized distribution via community-based organizations (CBO) – in delivering an evidence-based online HIV prevention program. Methods We conducted interviews and collected data to identify and quantify all costs for both delivery strategies. Costs were then categorized into start-up and ongoing (time-dependent and variable) costs and assigned dollar values based on established micro-costing protocols. Results In the DTC arm (1,468 enrollees), the program was implemented from October 2019 through August 2022. Total ongoing costs including overhead and excluding start-up costs were 501 per participant. Start-up costs were 376,393 for content design and development and 219,177 (491,658 (2,780,682 (511,528 (110,386 for other costs), time-dependent costs were 2,937 per participant), and variable costs were 391 per participant). Conclusion The DTC arm demonstrated a lower overall cost and a lower cost per participant compared to distribution via the CBO arm. Understanding these cost dynamics is pivotal for guiding decisions on program sustainability and determining funding requirements for future large-scale implementation.