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The 13th World Conference on Tobacco OR Health

Building capacity for a tobacco-free world

July 12-15, 2006, Washington, DC, USA

Thursday, July 13, 2006 - 12:00 PM

Marketing for Tobacco Use Cessation Services (800-QUIT-NOW) with A Pharmacotherapy Benefit

Beth Schieber, Ohio Tobacco Use Prevention and Control Foundation, 300 East Broad Street, Suite 310, Columbus, OH 43215

Objective: Illustrate the marketing communications practices utilized to announce the Ohio Tobacco Use Prevention and Control Foundation's offer of subsidized nicotine replacement therapy to select callers of the Ohio Tobacco Quit Line. The NRT offering was jointly funded by TUPCF and four insurance companies committed to addressing high tobacco usage. At the time of the introduction, there were no other known NRT funding partnerships like this in the country -- a key message in the media relations portion of the integrated marketing campaign.

Methods: •Reinforce the proven efficacy of the Ohio Tobacco Quit Line to attract callers, primarily through effective media relations. •Craft messaging to all tobacco control network contacts; media train TUPCF management and partners. Conduct series of simultaneous statewide news conferences to introduce program. •Leverage the communications channels of the partner insurance companies to market this announcement to their members. •Position TUPCF as an advocate for employers in decreasing overall health care costs and as a supportive resource to employees struggling with cessation.

Results: •Year-one efforts, coupled with NRT program, generated 34,547 calls to the Quit Line. This resulted in 17,165 enrollments. •Year-one “cost per call” rates, based on operational and marketing investments, were significantly lower than targeted goal. •Marketing efforts announcing the NRT offering increased the year-to-date average of 96 intake calls per day to 180/day and 169/day in the first two months following introduction of the service. •Increased awareness from media coverage and thousands of educational collateral pieces distributed within the insurance company's mailings to its members.