Diffusion of positive AIDS care messages among service providers in China.

There is great potential in adapting the popular opinion leader (POL) intervention model to address HIV-related stigma and quality of care among service providers in China. Using a representative sample of 1,101 service providers in China, this study provides preliminary descriptions of POL provider characteristics. Multiple regression analyses revealed that diffusion of positive AIDS care messages among service providers in China was associated with factors such as gender, ethnicity, medical education, level of care, personal contact with people living with HIV/AIDS, and HIV-related training. Those who were more knowledgeable about HIV and those with a lower level of discriminatory attitude at work were more likely to diffuse the positive messages to co-workers and friends. Reported characteristics of a potential provider opinion leader in China will inform the design and implementation of future intervention programs.