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Amanda L. Graham, Ph.D. Brown Medical School

Online Interventions for Smoking Cessation. Amanda L. Graham, Ph.D. Brown Medical School. Acknowledgements & Disclosure. Jackie Stoddard – Smokefree.gov Jean-Francois Etter – StopTabac.ch QuitNet & State Partners Nathan Cobb – QN Founder Pat Milner – QN Product Manager. Product / Service.

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Amanda L. Graham, Ph.D. Brown Medical School

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  1. Online Interventions for Smoking Cessation Amanda L. Graham, Ph.D. Brown Medical School

  2. Acknowledgements & Disclosure • Jackie Stoddard – Smokefree.gov • Jean-Francois Etter – StopTabac.ch • QuitNet & State Partners • Nathan Cobb – QN Founder • Pat Milner – QN Product Manager

  3. Product / Service

  4. Product / Service STRENGTHS: • Reach x Efficacy = Impact • 68% adults online = 147M • 7% searched for cessation info in 2004 • 10 million US adults • Conservative efficacy estimate = 7% • Relapse prevention • Social support • Real-time tailoring

  5. Populations • Typical cessation program users (QN data): • Caucasian (88%) • Female (64%) • Under age 44 (70%) • Some college (75%) • Pregnant (~75,000 women each year) • Planning to quit (75%) and recent quitters (20%)

  6. Place • Referred by search engines • During business hours • Higher percentage with broadband access compared to general Internet users • Benefits: • Available 24/7 • Sustained usage • Engaging graphics, interactivity • Tracking & reporting capabilities “I just type and click… and type and click… and soon my craving isn’t so bad.”

  7. Price • Development costs: • Highly scalable • Capacity virtually limitless • Consumer costs: • Content mostly free • Subscription fee to unlock advanced features • No analysis of cost per quit yet, only of cost per registrant • 30% response rate

  8. Promotion – Image ads • Pricing model - Cost per thousand views of the ad • Targeted: • By geographical location • By area of the site/topic

  9. Promotion – Text ads • Pricing model - cost per click on the ad • Targeted • By Geography • By Search term/Keyword • Fully automated

  10. Online vs. Offline Ads • Targeting • Offline: No control over who sees the ad • Online: Targeted by geography, age, topic • Tracking • Offline: No tracking of ad performance with billboards • Online: Tracked by location, creative type • Flexibility • Offline: No option to switch out a billboard • Online: Switched out easily if ad underperforming

  11. Colorado – Phase I Results

  12. Colorado – Phase II Results

  13. Colorado – Phase II Results

  14. Reaching a Broader Audience • Earlier in cessation process: • 16% of non-ad registrants already quit • 6% of ad-registrants already quit • More men: • 62% of non-ad registrants are female (typical) • 49% ad-registrants female • More minorities: • 9% non-ad registrants minorities • 11% ad-registrants minorities

  15. Policy If Stakeholders support it, they will come

  16. Key Opportunities for Innovations • Integrate online cessation interventions with other treatment modalities • Relapse prevention • Create partnerships between online cessation providers and large stakeholders • Use online marketing approaches

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