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

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

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

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)

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.

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.

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.

Driving Calls to Quitlines

•NRT

•Web

•Advertising and Outreach

Quitline Nicotine Patch Promotions Targeting Lower-Income Communities

READY,SET, QUITMassachusetts Tobacco Control Program

Massachusetts Tobacco Control Program

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

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.

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.

• 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

Web-based Promotions

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

What Is Online Advertising? Text Ads

• Pricing model - cost per click on the ad (CPC)

• Fully automated• Targeted

– By Geography– By Search term/keyword

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

Online Splash Page for Sign Up

Advertising and Outreach

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

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

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

• 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

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.

For Additional Information

Contact: Randi Lachter, Project Manager

Rlachter@NAQuitline.orgLinda Bailey, President and CEO

LBailey@NAQuitline.org

Visit us at: www.NAQuitline.org