Implementing and Monitoring Proactive Referral program

1. Implementing and Monitoring Proactive Referral program Rebecca “Bec” Ruiz-McGill; Bob Leischow; Susan Larsen; Corbie Ball May 2005 Arizona Smokers’ Helpline a service funded by the Arizona Department of Health Services and a part of the University of Arizona College of Public Health

2. Data Mining • Helpline collects data with contact information on anyone who calls for self or others. • Mined data for healthcare agents who had called for resources for their patients. • Built a relationship database which would track these core agents and any new agents added.

3. Relationship Marketing • Developed marketing strategy to increase referrals from these agents. What do we have to offer? Why do healthcare providers need us? • Coupled effort with Healthcare Partnership Training Unit and community-based efforts.

4. What do we have to offer? • Free cessation services • Telephone quit line • Group-based classes • Discounted medications • Free tobacco intervention training with continuing education credits for healthcare professionals

5. What do we have to offer? • Free intervention materials • Help meet Joint Commission on Accreditation of Healthcare Organization’s (JCAHO) specific hospital core measures to address adult smoking counseling and adult smoking history

6. System for Tracking Referrals • Developed Proactive Referral System: The vehicle is a fax which provides a clearer system for tracking the # of referrals received by agent or agency. • Strategic partners include GlaxoSmithKline and the healthcare providers they market to. Others include Mayo Clinic, WIC clinics and medical groups and hospitals.

7. Referring Patient into Services • Referral agent conducts brief intervention and encourages patient to quit. • Gains patient consent for Helpline call. • Faxes referral to Helpline. • Helpline calls and recruits patient into services.

8. Outcomes • Tracked efforts to recruit new agents to refer clients to the Helpline. • Tracked number of referrals, materials mailed or contacts. • Use data to create customized letters thanking referral agents or agencies for referrals.

9. And the numbers say….. • Began tracking 12/30/2002. Data from 12/30/2002 to 6/30/2003 showed 226 proactive referrals received. • FY 03-04 shows 1,261 proactive referrals received. • Data which tracks how clients heard of services shows referrals from healthcare providers has increased from 8% FY 98-99 to 30% FY 03-04.

10. How heard of services

11. Other Significant Data Program data showing changes in demographics over time as impacted by media efforts and the referral program.

12. Other • Anecdotally counselors have identified clients who are proactively referred as less ready to quit. • Clients who are proactively referred may be less likely to accept a referral to a group-based class.

13. Contact Information • Arizona Smokers’ Helpline www.ashline.edu Arizona Department of Health Services Tobacco Office www.tepp.org Rebecca “Bec” Ruiz-McGill rrmcgill@u.arizona.edu