North American Quitline Consortium
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Transcript of North American Quitline Consortium
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North American Quitline Consortium
Randi Lachter, MPHProject Manager
Building Consensus: National Quitline Promotions
Innovations in Building Consumer Demand for Tobacco Cessation Products and Services
Conference
Washington, D.C.May 3-4, 2007
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Overview
• The North American Quitline Consortium (NAQC)
• Quitline Promotions – General Overviewo NAQC’s Promotion Task Force Core Principles for
Quitline Promotion
• Innovations in Quitline Promotionso NRTo Webo Advertising and outreach
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Acknowledgements
• NAQC members and staff
• NAQC Promotion Task Force chaired by Connie Revell, Smoking Cessation Leadership Center and Annamaria Feltracco, Feltracco Consulting
• Contributors o Pat Milner, Product Manager, QuitNet o Marietta Dreher, Senior Marketing Manager,
ClearWay MinnesotaSM o Stephen Michael, Director, Arizona Smokers’ Helplineo Donna Warner, Director of Cessation Policy and
Program Development, Massachusetts Department of Health
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NAQC
Mission:• Maximize the access, use and effectiveness of
quitlines
• Provide leadership and a unified voice to promote quitlines
• Offer a forum to link those interested in quitline operations
Membership: 340 (300 US, 40 Canada)
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NAQC Promotion Task Force Core Principles
• Quitlines are working toward accomplishing these specific goals:– To reach increased numbers of tobacco users each year.– To provide treatment services to increased numbers of
tobacco users yearly; and– To achieve higher quit rates via quitline treatment.
• Quitline promotion should be conducted collaboratively with efforts to increase capacity and quality of quitline services.
• Promotions should strive to reach all populations who need quitline services, particularly those who remain at high risk for smoking.
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NAQC Promotion Task Force Core Principles (continued)
• Promotions should be evidence-based.
• Promotions should not be conducted in the absence of a plan to respond to increased demand with adequate resources.
• The best promotions are sustainable and build on existing quitline infrastructure.
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NAQC Promotion Task Force Core Principles (continued)
• The value of a broad quitline network is well established, and good promotions recognize this.
• Promotion efforts should be fluid and flexible.
• Quitline promotion should strive to increase quit attempts in the population.
• Quitline promotion should not discourage provision of cessation treatment by the private sector.
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Driving Calls to Quitlines
•NRT
•Web
•Advertising and Outreach
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Quitline Nicotine Patch Promotions Targeting Lower-Income Communities
READY,SET, QUITMassachusetts Tobacco Control Program
Massachusetts Tobacco Control Program
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Impetus for Community-Focused NRT Promotions
• Low SES is highly correlated with geographic location in Massachusetts
• Cities selected have higher use rates than statewide average
Example: New Bedford & Fall River
Smoking rate 30.1% vs. 18.1% statewide
<$25,000 household income: 45% vs. 24.5% statewide
• Needed to scale projects to fit within quitline capacity, NRT availability and a limited promotion budget
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Features of Ready Set Quit NRT Promotions
• Designed to increase awareness and use of the quitline and NRT among lower- income populations.
• Conceived as a promotion, rather than a treatment program (distributed 2-week NRT starter kit only).
• Engaged Mayors and city government leaders as lead partners.
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Features of Ready Set Quit NRT Promotions (continued)
• Created significant partnerships (30-50 community groups in each city) to promote the project
• Invested less that $8,000 in paid media per city.
• Hired outreach workers in Lawrence to reach Hispanic tobacco users door-to-door.
• Captured significant donations and earned media.
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• 5.7% adult smokers in the two cities completed an intake at the quitline
• Reached a higher proportion of male and low-income smokers than quitline users statewide.
• 2/3 had not previously used the patch.
• Self-reported, 7-day quit rates among survey respondents were 23.5% at 3-month follow-up and 21.0% at 6-month follow-up.
• The marginal program cost was $878 per additional quitter.
Source: JSI Research & Training Institute, Inc
Results New Bedford and Fall River Mar. 21, 2005- May 21, 2005
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Web-based Promotions
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What Is Online Advertising? Image Ads
• Pricing model - Cost per thousand views of the ad (CPM)
• Targeted:– By geographical location– By area of the site/topic
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What Is Online Advertising? Text Ads
• Pricing model - cost per click on the ad (CPC)
• Fully automated• Targeted
– By Geography– By Search term/keyword
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Benefits of Online Advertising (1)
• Cost effectiveness– Online Average cost per registrant/referral is
$40• Highly targeted
– Ads can be placed on sites that are known to attract certain demographics.
• Detailed tracking and extensive reporting– Access to real-time reporting of ad performance– Ability to know performance and exact cost of
every ad placement– Detailed demographics and smoking history
data of participants
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Online Splash Page for Sign Up
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Advertising and Outreach
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Arizona Ad Campaign 2007Considerations
• Tobacco-use patterns of Hispanic men and women, both nationally and in Arizona
• Hispanic-cultural values• Acculturation• Education• Income• Access to healthcare• Factors associated with Hispanics'/Latinos' quit
attempts• Factors associated with slips and relapses among
Hispanics/Latinos
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Arizona 2007 Ad Campaign
Market to the population most likely to use services
• Two Hispanic Characters
– Hector (mid 20’s male)
– Tina (early 50’s female)
ASH ineASH ine
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Arizona 2007 Ad CampaignCall Volumes
ASHLine All Calls vs Spanish Calls
0
100
200
300
400
500
600
700
1 3 5 7 9 11 13 15 17
2006 In Calls 2006 Spanish Calls2007 In Calls 2007 Spanish Calls
TV
TV
TV
TV
TV
TV
RA
D
TV
RA
D
TV
RA
D
RA
D
RA
D
TV
RA
D
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• QuitFax Referral Program– Working directly with Health Clinics that serve
predominantly Hispanic populations
• Using Bilingual/Bicultural Coaching Staff
• Support through the Promotoras Program
Other Arizona Promotions/Strategies
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Final Thoughts
• Quitlines offer cost-effective cessation.
• Quitline promotional budgets are often limited.
• Innovative, affordable promotion strategies that support quitline operations and capacity are key to increasing reach.
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For Additional Information
Contact: Randi Lachter, Project Manager
[email protected] Bailey, President and CEO
Visit us at: www.NAQuitline.org