Transcript Project Manager - Consumer Demand

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
•
The North American Quitline Consortium
(NAQC)
•
Quitline Promotions – General Overview
o
•
NAQC’s Promotion Task Force Core Principles for
Quitline Promotion
Innovations in Quitline Promotions
o
o
o
NRT
Web
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
o
o
o
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
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
Massachusetts Tobacco Control Program
Massachusetts
READY,
SET,Tobacco
QUITControl Program
Quitline Nicotine Patch Promotions
Targeting Lower-Income Communities
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 lowerincome 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.
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 lowincome 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
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 2007
Considerations
• 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 ine
Arizona 2007 Ad Campaign
Call Volumes
TV
RAD
TV
RAD
TV
RAD
TV
RAD
5
TV
TV
3
RAD
TV
1
TV
TV
RAD
ASHLine All Calls vs Spanish Calls
15
17
700
600
500
400
300
200
100
0
7
2006 In Calls
2007 In Calls
9
11
2006 Spanish Calls
2007 Spanish Calls
13
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
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
[email protected]
Linda Bailey, President and CEO
[email protected]
Visit us at: www.NAQuitline.org