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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

Providing Nicotine Replacement Therapy through Public and Private Partnerships

Michael Renner, J.D., Ohio Tobacco Use Prevention and Control Foundation, 300 East Broad Street, Suite 310, Columbus, OH 43215 and Beth Schieber, Communications, Ohio Tobacco Use Prevention and Control Foundation, 300 East Broad Street, Suite 310, Columbus, OH 43215.

Objective: In order to eventually sustain the Ohio Tobacco Quit Line and improve efficacy of the quit line by providing NRT to as many smokers as possible, the Ohio Tobacco Use Prevention and Control Foundation (TUPCF) is piloting an effort of developing public and private partnerships with health plans, large employers, health care systems, pharmacies, school systems, retirement systems, Novartis and GlaxoSmithKline (GSK). NRT, coupled with phone-based counseling, is a proven treatment protocol in driving increased tobacco quit rates. Before this development of partnerships, NRT was only available free to Medicaid recipients with a physician prescription.

Methods: •Created a working partnership of insurance companies and TUPCF to offer subsidized NRT to its members. •Initiated and responded to employers as a partner resource to employees by offering subsidized NRT along with the free quitline service. •Crafted and disseminated messaging to tobacco control contacts; media trained TUPCF management and partners. •Align “back office” requirements, such as staffing and information technology support, required for reimbursement and shipment tracking between the Quit Line's operations provider, insurer companies and pharmacy partners.

Results: •Year-one marketing and public relations efforts, coupled with Nicotine Replacement Therapy program, generated 34,547 calls to the Quit Line. This resulted in 17,165 enrollments. •NRT product offering increased 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 collateral pieces distributed within the insurance company's mailings to its members.