Preferences for pre‐exposure prophylaxis delivery via online pharmacy among potential users in Kenya: a discrete choice experiment

Abstract Introduction Oral pre‐exposure prophylaxis (PrEP) is highly effective, but coverage remains low in high HIV prevalence settings. Initiating and continuing PrEP remotely via online pharmacies is a promising strategy to expand PrEP uptake, but little is known about potential users’ preferences. Methods We conducted a discrete choice experiment (DCE) to assess preferences for online pharmacy PrEP services. We partnered with MYDAWA, an online pharmacy in Nairobi, Kenya. Eligibility criteria were: ≥18 years, not known HIV positive, interested in PrEP. The DCE contained four attributes: PrEP eligibility assessment (online self‐assessed, guided), HIV test type (provider administered, oral HIV self‐test [HIVST], blood‐based HIVST), clinical consultation (remote, in‐person) and user support options (text messages, phone/video call, email). Additionally, participants indicated whether they were willing to uptake their selected service. The survey was advertised on MYDAWA's website; interested participants met staff in‐person at a convenient location to complete the survey from 1 June to 20 November 2022. We used conditional logit modelling with an interaction by current PrEP use to estimate overall preferences and latent class analysis (LCA) to assess preference heterogeneity. Results Overall, 772 participants completed the DCE; the mean age was 25 years and 54% were female. Most participants indicated a willingness to acquire online PrEP services, with particularly high demand among PrEP‐naive individuals. Overall, participants preferred remote clinical consultation, HIV self‐testing, online self‐assessment and phone call user support. The LCA identified three subgroups: the “prefer online PrEP with remote components” group (60.3% of the sample) whose preferences aligned with the main analysis, the “prefer online PrEP with in‐person components” group (20.7%), who preferred in‐person consultation, provider‐administered HIV testing, and guided assessment, and the “prefer remote PrEP (18.9%)” group who preferred online PrEP services only if they were remote. Conclusions Online pharmacy PrEP is highly acceptable and may expand PrEP coverage to those interested in PrEP but not accessing services. Most participants valued privacy and autonomy, preferring HIVST and remote provider interactions. However, when needing support for questions regarding PrEP, participants preferred phone/SMS contact with a provider. One‐fifth of participants preferred online PrEP with in‐person components, suggesting that providing multiple options can increase uptake.