Maximizing the Impact of Digital Media Campaigns to Promote …. Kristin... · 2017-10-12 ·...
Transcript of Maximizing the Impact of Digital Media Campaigns to Promote …. Kristin... · 2017-10-12 ·...
Maximizing the Impact of Digital Media Campaigns to Promote
Smoking Cessation: A Case Study of the California Tobacco
Control Program and the California Smokers' Helpline
Kristin Harms
Communications Manager
June 18, 2015
• About Us
• Background
• Why Target Behavioral Health
Professionals?
• Behavioral Health Professional
Advertising Campaign
• Lessons Learned
Agenda
• Free, evidence-based tobacco cessation
program accessible by phone
• Established in1992 by University of California,
San Diego (UCSD) researchers
• Operated by UCSD Moores Cancer Center
• Has served over 700,000 Californians
About Us
• Up to five, one on one, telephone counseling sessions
with a trained counselor
• Self-help materials
• Referral to local cessation programs
• Texting program
• Special counseling protocols for pregnant smokers,
teens, and tobacco chewers
• Available in English, Spanish, Cantonese, Mandarin,
Korean, Vietnamese
• Free nicotine patches for some eligible callers
Services
Helpline Funding
• Proposition 99: The Tobacco Tax &
Health Protection Act of 1988
• Passed in 1988 by 58% of the voters
• Raised the cigarette tax by 25¢ a pack
• 5¢ goes to the California Tobacco Control
Program and the California Department
of Education
State of California Tobacco Control
• California one of two states meeting Healthy
People 2020 goal of 12% prevalence or less
• Prevalence of smoking among adults fell from
23.7% in 1988 to 12.7% in 20121
• Per capita tobacco consumption fell from 123
packs per adult per year in 1988 to 34 packs in
2011, a decrease of more than 72%2
1. Behavioral Risk Factor Surveillance System (BRFSS) 1984-2012
2. CDPH, 2012. State Health Officer’s Report on Tobacco Use and Promotion in
California.
Tobacco Control Challenges
• 3.6 million smokers
• Helpline serves about 1% of the smoking
population in California annually
• Average reach of all U.S. quitlines is 1.35%
• Centers for Disease Control (CDC) goal is
at least 6% reach
• Helpline receives about 16% of the funding
recommended by CDC
Helpline Promotion
• 1993: Consumer
advertising by California
Tobacco Control Program
(CTCP)
• 2005: Provider outreach by
California Smokers’
Helpline (CSH)
• 2009: Provider advertising
by CSH
Provider Advertising Campaigns
• Smokers with behavioral health conditions
have smoking rates 2-4 times higher than the
general population1
• The majority of persons with mental illness
and substance use disorders want to quit
smoking and want information on cessation
services and resources2
• Persons with mental illness and substance
use disorders can successfully quit tobacco3
1. Kalman, 2005; 2. Prochaska et.al., 2004, Prochaska et al,,2009, Joseph et.al., 2004 ; 3. el-Guebaly, Cathcart, Currie,
Brown, & Gloster, 2002;
Why Target Behavioral Health Professionals?
• Drug and alcohol counselors
• Psychiatric nurses
• Clinical social workers
• Marriage and family therapists
• Clinical psychologists
• Physicians: family practice, internal medicine,
psychiatry
Target Audience
"People with mental illness and substance
use disorders want to quit smoking, can
quit successfully, and you can help them."
Core Message
• Talk to your patients/clients about quitting
smoking
• For more help, refer your patients/clients
to 1-800-NO-BUTTS for free help quitting
smoking
• Visit www.nobutts.org for free training,
information, and patient materials
Call to Action
Print Creative
Digital Ads
Digital Ads
Digital Ads
Digital Ads
• Print Ads: Addiction Professional, California Psychologist
• Website Banner Ads: American Psychological Association, Medscape, Wiley Online Library
• Email: Addiction Professional e-Blasts, Advance for Nurses e-Blasts, National Association of Social Workers (NASW) e-Newsletter, Nurse.com e-Blast
• Direct Mail: National Association of Social Workers members in California, American Association of Marriage and Family Therapists members in California
• Added Value Placements
Campaign Channels
• Print and digital advertising: February through
September 2012
• Direct mail: February, April, June, and August
2012
Schedule
Campaign Offers
• Provider Tool Kit
– Tobacco Cessation for Persons with Mental
Illness or Substance Use Disorders fact sheet
– Ready to Quit Smoking? patient flyer
– Helpline materials order form
Campaign Offers
• Three Webinars
– Smoking and Behavioral Health
– Latest Research and Promising Practices for
Treating Tobacco in Smokers with
Co-Occurring Mental Disorders
– Treating Tobacco Dependence in Smokers
with Substance Use Disorders
Marketing Automation
Lead Capture Form
http://info.nobutts.org/help-your-patients-quit-kit
Process Measures
• Number of new contacts or leads
• Number of orders of Helpline promotional
materials
• Number of webinar registrants
e-Mail 46.5%
Direct Mail 14.7%
Web Banner Ads 33.7%
Print 5.1%
Direct Mail
Web Banner Ads
New Leads: 901
e-Mail, $51.55
Digital Ads, $177.14
Direct Mail, $177.76
Print, $241.30 e-Mail
Digital Ads
Direct Mail
Average Cost Per Lead: $122
Provider Kit, 28.9%
Webinar #1, 21.5%
Webinar #2, 18.1%
Webinar #3, 26.4%
Webinar Recordings, 5.1%
Provider Kit
Webinar #1
Webinar #2
Webinar #3
Webinar Recordings
Effectiveness of Offers
949
50
1068
99
0
200
400
600
800
1000
1200
Total Orders of PromotionalMaterials
Orders by Behavioral HealthProviders
1-11 to 9-11
1-12 to 9-12
New Customers
Lessons Learned
• Target a specific audience with a relevant
message
• Utilize specialized publishers that reach your
target audience
• Combine a variety of media with more
emphasis on online advertising and less on
• Field test creative
• Rotate creative frequently
Lessons Learned
• Keep campaigns short and impactful
(6 months or less)
• Offer a few relevant, compelling offers
• Develop measurable objectives and evaluation
criteria
• Identify appropriate metrics and data sources
at the outset
• Set up analytics tracking
• Consider hiring a digital media consultant
Future Implications for Helpline
• Redesign Helpline website to improve visitor
experience and increase search engine
optimization
• Develop an e-commerce site for processing orders
of print materials and integrate with HubSpot
• Purchase a new webinar platform and integrate
with HubSpot
• Purchase a customer relationship management
program and integrate with HubSpot
• Test increased use of social media
Californian Journal of Health Promotion
http://www.cjhp.org/Volume12Issue3_2014/vol12_issue3.htm
Kristin Harms
Communications Manager
California Smokers’ Helpline
(858) 300-1011
Contact Information