Engaging Veteran Stakeholders in Creating Veteran-Centric Direct-to-Consumer Marketing for Disseminating a Web-Based Treatment for Military Sexual Trauma

Veterans who have experienced military sexual trauma (MST) may avoid treatment due to stigma or unawareness of available mental health treatment options. In this study, we engaged veteran stakeholders in developing veteran-centric direct-to-consumer marketing for MST treatment. The Skills Training in Affective and Interpersonal Regulation (webSTAIR) program is an online intervention, based on cognitive-behavioral principles, that provides skills to veterans to manage symptoms of posttraumatic stress, depression, and social isolation that may occur after MST. We met with a diverse group of veteran stakeholders (n = 4) to discuss webSTAIR marketing strategies reflecting veteran culture to improve reach to veterans. Based on stakeholder feedback, 2 pamphlets were designed. The first targeted women; a second, gender-neutral pamphlet included identical information but showcased veterans who varied by gender, age, and ethnicity to portray relatable individuals seeking mental health treatment for MST. We highlighted that a technology-based intervention allows veterans to choose when and where care is received. Iterative feedback from one female veteran stakeholder was sought to ensure feedback was being incorporated as intended by stakeholders. A second meeting was held with the stakeholders to discuss final revisions of the pamphlets. Stakeholders approved all changes and reported the pamphlets would resonate with veterans. Engaging targeted populations is a beneficial first step in treatment dissemination. Creating marketing materials based on the feedback of individuals from the targeted population, such as veterans, may disseminate evidence-based treatments more widely and engage greater numbers of patients in treatment by incorporating culturally appropriate language and addressing misconceptions. What is the significance of this article for the general public? Our study demonstrates the benefits of using community engagement to raise awareness about mental health treatments in populations that are difficult to reach or reluctant to engage in care. Incorporating feedback from veteran stakeholders allowed us to develop educational pamphlets about webSTAIR that might increase the number of veterans who enter treatment by increasing awareness of treatment destigmatizing treatment and adding elements relevant to veteran culture. We tailored the language and photos so that these materials reflected, and were sensitive to, the needs and preferences of a veteran po