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North American Quitline Consortium

North American Quitline Consortium. Randi Lachter, MPH Project 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. Overview.

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North American Quitline Consortium

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  1. North American Quitline Consortium Randi Lachter, MPH Project 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

  2. Overview • The North American Quitline Consortium (NAQC) • Quitline Promotions – General Overview • NAQC’s Promotion Task Force Core Principles for Quitline Promotion • Innovations in Quitline Promotions • NRT • Web • Advertising and outreach

  3. Acknowledgements • NAQC members and staff • NAQC Promotion Task Force chaired by Connie Revell, Smoking Cessation Leadership Center and Annamaria Feltracco, Feltracco Consulting • Contributors • Pat Milner, Product Manager, QuitNet • Marietta Dreher, Senior Marketing Manager, ClearWay MinnesotaSM • Stephen Michael, Director, Arizona Smokers’ Helpline • Donna Warner, Director of Cessation Policy and Program Development, Massachusetts Department of Health

  4. 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)

  5. 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.

  6. 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.

  7. 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.

  8. Driving Calls to Quitlines • NRT • Web • Advertising and Outreach

  9. Massachusetts Tobacco Control Program READY, SET, QUIT Massachusetts Tobacco Control Program Quitline Nicotine Patch Promotions Targeting Lower-Income Communities

  10. 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 Impetus for Community-Focused NRT Promotions

  11. 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.

  12. 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.

  13. Results New Bedford and Fall River Mar. 21, 2005- May 21, 2005 • 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

  14. Web-based Promotions

  15. 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

  16. What Is Online Advertising? Text Ads • Pricing model - cost per click on the ad (CPC) • Fully automated • Targeted • By Geography • By Search term/keyword

  17. 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

  18. Online Splash Page for Sign Up

  19. Advertising and Outreach

  20. 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

  21. ASHine 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)

  22. Arizona 2007 Ad CampaignCall Volumes

  23. Other Arizona Promotions/Strategies • QuitFax Referral Program • Working directly with Health Clinics that serve predominantly Hispanic populations • Using Bilingual/Bicultural Coaching Staff • Support through the Promotoras Program

  24. 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.

  25. For Additional Information Contact: Randi Lachter, Project Manager Rlachter@NAQuitline.org Linda Bailey, President and CEO LBailey@NAQuitline.org Visit us at: www.NAQuitline.org

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