Post on 20-Jan-2016
Giving a way free stuff to motivate smokers to call a Quitline
North American Quitline Consortium MeetingMay 2, 2005
Advertising works, but costs lots of $$$$$$$
NYC Media Campaign Launched Feb, 2001
Data
Summary of Call Volume to NYS Smoker's Quitline Since 01/01/00
Counselor AssistedVoice MailTotal Calls
January-00466981253
February-0026233590
March-0010177253
April-007376175
May-005167220
June-0010664302
July-0010746254
August-0012657282
September-0010139256
October-0013571375
November-00167219730
December-004384671800
January-0156611433326
February-0173816195737
March-011656338811510
April-0195715935550
May-0194527767114
June-0180812754626
July-016678343415
August-016048863145
September-013777492637
October-0178814684967
November-01120113936440
December-0196512685996
January-02131914956337
February-02117313624914
Call Chart
1800
3326
5737
11510
5550
7114
4626
3415
3145
2637
4967
6440
5996
NYC "Quit Yet?" Campaign
Call Volume and Quit Yet Camapign 2001
Sheet2
Sheet3
Population ImpactReach x Efficacy = Effect
Combine strategies that increase reach and enhance efficacy
+=
in population quit ratio
Why dont more smokers use NRT to quit?HERE ARE SOME REASONSLow accessMisperceptions about nicotine and how NRT worksLousy Marketing (public health vs. tobacco)Negative attributes of current NRT meds (taste, design, nicotine delivery)
Price and convenience matter
NRT Give Away Programs in NYS
InterventionCounties/BoroughPromotion done to inform smokers of free NRTNumber enrolled programVoucher 2-wk Erie, NiagaraPress release; posters in Eckerd drugs stores; Quit & Win contest1,099Mail 1-wk Albany, Fulton, Montgomery, Rensselaer, Saratoga, Schenectady, Washington, WarrenPress release and kick-off press conference; paid radio advertising1,334Mail 2-wk Chemung, Delaware, Genesee, Livingston, Monroe, Ontario, Orleans, Otsego, Schoharie, Schuyler, Seneca, Steuben, Wayne, Wyoming YatesPress release two print ads in the newspaper2,323Mail 6-wk Bronx, Brooklyn, Manhattan, Queens, Staten IslandPress release and kick-off press conference35,334
Follow-up Surveys
Program Reach
Call volume to the Quit Line in response to New York City Free patch Give Away Program (>425,000 calls in 1st 3-days!!!)
Average weekly call volume to the Quitline Before, During, and After the Offer for Free NRT
Self-reported use of nicotine medication
Quit attempts and smoking status ~4-months after enrollment
Relative risk of quitting measured at ~4-months among Quitline callers who got free NRT and those that did not get NRT Relative risk for quitting comparing each NRT program group to the control group of subjects who called the Quitline before free NRT was available while adjusting for demographic characteristics (age, gender, race), type of health insurance, cigarettes smoked per day at baseline, use of other quit methods (i.e., any additional medications, attending a stop smoking class).
Intervention N% QuitRR*95% CI(Lower-Upper)No NRT42212%1.0ReferentVoucher-2 wk 46427%2.91.9-4.4Mail 1-wk 46921%2.01.3-3.1Mail 2-wk 47224%2.41.6-3.7Mail 6-wk 57833%3.82.6-5.7
Cost and effectiveness of interventions
Long-term effects: smoking status of NYC program participants measured at ~4 and 12 months
NRT Voucher + Better Quit
+
25-fold increase in calls
Erie-Niagara Graph (2)
2
7
7
3
7
4
3
3
12
8
6
9
1
1
2
7
7
6
370
386
85
51
258
171
190
126
317
210
59
339
267
206
329
232
99
57
245
155
139
141
98
54
30
123
91
76
42
55
15
17
42
56
47
22
17
6
4
24
29
29
22
8
15
6
20
14
24
28
16
10
5
6
6
8
9
7
3
0
8
11
5
8
5
6
4
10
13
9
6
13
3
2
9
7
Erie-Niagara GiveawayBEGAN July 10th, 2003 PRESS CONFERENCE
Erie-Niagara GiveawayENDED August 6th, 2003
Erie-Niagara Call Volume
Month/Day
Erie-Niagara Graph
2
7
7
3
7
4
3
3
12
8
6
9
1
1
2
7
7
6
370
386
85
51
258
171
190
126
317
210
59
339
267
206
329
232
99
57
245
155
139
141
98
54
30
123
91
76
42
55
15
17
42
56
47
22
17
6
4
24
29
29
22
8
15
6
20
14
24
28
16
10
5
6
6
8
9
7
3
0
8
11
5
8
5
6
4
10
13
9
6
13
3
2
9
7
Erie-Niagara GiveawayBEGAN July 10th, 2003
Erie-Niagara GiveawayENDED August 6th, 2003
Erie-Niagara Call Volume
Month/Day
2003 Erie-Niagara NRT Voucher Giveaway Program: July 10th - August 6th
Sheet1
2003 Erie-Niagara Voucher Giveaway (July 10th - August 6th)
Month/DayErie-Niagara Call Volume
22-Jun2
23-Jun7
24-Jun7
25-Jun3
26-Jun7
27-Jun4
28-Jun3
29-Jun3
30-Jun12
1-Jul8
2-Jul6
3-Jul9
4-Jul1
5-Jul1
6-Jul2
7-Jul7
8-Jul7
9-Jul6
10-Jul370
11-Jul386
12-Jul85
13-Jul51
14-Jul258
15-Jul171
16-Jul190
17-Jul126
18-Jul317
19-Jul210
20-Jul59
21-Jul339
22-Jul267
23-Jul206
24-Jul329
25-Jul232
26-Jul99
27-Jul57
28-Jul245
29-Jul155
30-Jul139
31-Jul141
1-Aug98
2-Aug54
3-Aug30
4-Aug123
5-Aug91
6-Aug76
7-Aug42
8-Aug55
9-Aug15
10-Aug17
11-Aug42
12-Aug56
13-Aug47
14-Aug22
15-Aug17
16-Aug6
17-Aug4
18-Aug24
19-Aug29
20-Aug29
21-Aug22
22-Aug8
23-Aug15
24-Aug6
25-Aug20
26-Aug14
27-Aug24
28-Aug28
29-Aug16
30-Aug10
31-Aug5
1-Sep6
2-Sep6
3-Sep8
4-Sep9
5-Sep7
6-Sep3
7-Sep0
8-Sep8
9-Sep11
10-Sep5
11-Sep8
12-Sep5
13-Sep6
14-Sep4
15-Sep10
16-Sep13
17-Sep9
18-Sep6
19-Sep13
20-Sep3
21-Sep2
22-Sep9
23-Sep7
Standard (Control) Ad and Better Quit (Experimental) Ad Standard Quitline AdMay 3, 2004 Better Quit AdMay 24, 2004
2-fold increase in calls
Erie-Niagara Graph
1
17
7
4
7
8
4
0
12
16
6
8
7
2
2
12
8
13
9
6
1
1
9
6
3
7
4
2
1
31
24
12
5
8
1
0
0
7
3
7
3
3
1
CONTROL AD (1x time)Appeared Monday, May 3, 2004
EXPERIMENTAL AD (1x time)Appeared Monday, May 24, 2004
Erie-Niagara Total Call Volumes
Month/Day
Sheet1
2004 Erie-Niagara Standard Ad + Free Better Quit Offer vs. Standard Ad (April 25th - June 6th)
Month/DayErie-Niagara Call Volume
25-Apr1
26-Apr17
27-Apr7
28-Apr4
29-Apr7
30-Apr8
1-May4
2-May0
3-May12
4-May16
5-May6
6-May8
7-May7
8-May2
9-May2
10-May12
11-May8
12-May13
13-May9
14-May6
15-May1
16-May1
17-May9
18-May6
19-May3
20-May7
21-May4
22-May2
23-May1
24-May31
25-May24
26-May12
27-May5
28-May8
29-May1
30-May0
31-May0
1-Jun7
2-Jun3
3-Jun7
4-Jun3
5-Jun3
6-Jun1
Cost Effectiveness Ratios for Quitline Program - Voucher for 2-Week Supply of NRT
-22% quit rate for July Voucher program -12% quit rate for annual survey evaluation-No NRT-$194= whole cost of program divided quit rate of-22%-$424 =whole cost of program divided quit rate of 10% -10% computed by taking out 12% quit rate (22%-12%=10%)-filter out the number of people who would have quit without the NRT
Take home messagesThe offer of free NRT induced many smokers to call the Quitline Quit rates measured at 4 months were higher among those who got NRT compared to those who did not (21%-35% vs. 12%)Quit rates were higher in those who got more NRT to useCost-effectiveness needs to consider both reach and efficacy
The End
-higher ratio means more of a difference from the program period (during) -13.4 shows that because calls were so high during the program that the calls after were significantly less as compared to during
61% Used all NRT-22% used or more and 17% used less than Shows that all 61% were motivated to go and redeem voucher23% shows that 77% did not use all their patches and may have been better off sending less, i.e. 2 weeks-Relative Risk- means relative chance of quitting-No NRT, comparison groupCI-Confidence Intervalused to determine if something is significant or not, It is determined significant if above 1 -Referent)-The more NRT, more chance of quitting (just quit attempts not quit behavior?)-3.8 compared to 2.6-5.7 is a 2.9 increase-Cost calculated just using the cost of the NRTNYC callers between Jan-July, 10 + cig/day followed up in 12 months 33.2% are not the same people who reported 7 day prevalence at 4 months 23.1% are the people who reported abstinence at 4 months and 12 months 27.9% were the people at 12 months who reported abstinences at least 6 months the gold standard9% were the Jan-July NYC QL callers (no NRT) who reported 6 month abstinences -22% quit rate for July Voucher program -12% quit rate for annual survey evaluation-No NRT-$194= whole cost of program divided quit rate of-22%$424 =whole cost of program divided quit rate of 10% 10% computed by taking out 12% (22%-12%=10%)-filter out the number of people who would have quit without the NRT