Understanding and Engaging the Consumer

1. Understanding and Engaging the Consumer Find consumers to speak with in our daily lives to help understand current cessation practices. Need to engage those who are delivering cessation services. What can we do to better reach/understand populations with tobacco-related disparities? Broaden our effort to consumers so that it goes beyond the immediate quit attempt—to create long-term engagement. Offer quitters opportunities to get back in. Re-engage them. Reach people with multiple channels (communications and cessation services/products). Need to strengthen traditional methods of reaching disparate populations, as well as moving into new technologies. Engage consumers in ways that are culturally appropriate. Embed cessation into other parts of life (eg, Michelle on myspace.com) Augment existing research techniques with more anthropological and observational research to better our understanding of smokers (by going to where they are and into their lives). Offer incentives/loyalty cards as benefit of using cessation products/services

2. Toolkit that captures newer technology and how to use it. (deliverable for the National Conference). Would include case studies of web, podcasts, etc. Embed these ideas in stories. • Have smokers at National Conference. Need to go where smokers are and engage them. • Need to understand new media trends • Give smokers a map to help them choose the cessation method/product/service that is best for them. • Embed methods of quitting in real stories. Testimonials. To help smokers choose the best method for them. • Reaching friends and support system of smokers. • Reach smokers earlier in the stage of change, build trust. • Increased understanding of how to reach women in their 20s, factoring in cessation during pregnancy. • Need to monitor how the tobacco industry is employing technologies and promoting messages that counter cessation. • Let’s pick something now and do it! • WWPMD (what would Philip Morris do?) • Need to consider smokeless. • Engage meta-consumers (unions, purchasers, etc.) • Give smokers the opportunities to design treatments—to help us innovate. • Trying to understand personal anonymity on the web. Using as a way to undermine stigma.

3. Product and Service Design and Delivery • Look at existing programs/services to see if we need to change them/their content based on new drugs that are coming on the market. • Leverage opportunities (such as introduction of Chantix) to increase focus on quitting smoking. • Work with customers to define best treatment (Chantix, NRT, quitline, etc). Use diaries, other research methods to help define, package, promote, etc. • Help smokers understand and evaluate their choices. So they feel involved in this decision…in control. May involve product sampling, may involve helping them understand the experience through other means (eg, web testimonials) • Put the design principles into practice…test innovations. • Educate the medical community about new products/services. (update ARHQ version currently available—including information on combination therapies) • Develop information on combination therapy for medical community. • Include information in the Clinical Guidelines about combination therapies • Look at systems issues to link product/services (drugs, quitline, community services). • Redefine success as something more than just “quit.” Have other success measures and include them in the Guidelines. • Use basic science (FMRI) to help inform consumer decision making, marketing, etc. • Need to educate meta-consumer about new treatments • Quitting smoking poster will all the available treatments. (one for smokers, one for providers) • Outreach to business community media about cessation coverage issues • Use design principles to help providers know how they’re doing with patients (also with insurers, purchasers) • Need to always consider consumer demand issues when determining an “effective” product • Be proactive in positioning new treatments with the press (Chantix—before July).

4. Policy • Prepare for advocacy effort in 2007 to get MSA bonus payments to states allocated to tobacco control. Link to SCLC’s partner advocacy efforts. • Find the next NYC • TFK materials distributed to other partners • Comprehensive state program guidelines being updated by CDC, with additional focus on cessation • Podcast LA County Summit • Fund state polls on support of spending bonus $$ on tobacco • Try to prototype of smoker as advocate campaign • Monitor introduction of smokeless and other forms of tobacco the industry is using to prevent cessation • Viral ad on wasteful spending from MSA funding. • Look to international examples of policy efforts • Need consensus on smokeless tobacco • Need playbook for cities/states to help them act after implementation of smokefree policies • Need more research on policy effects on cessation