Kristin Harms Communications Manager June 18, 2015

Transcription

1 Maximizing the Impact of Digital Media Campaigns to Promote Smoking Cessation: A Case Study of the California Tobacco Control Program and the California Smokers' Helpline Kristin Harms Communications Manager June 18, 2015

2 Agenda About Us Background Why Target Behavioral Health Professionals? Behavioral Health Professional Advertising Campaign Lessons Learned

3 About Us Free, evidence-based tobacco cessation program accessible by phone Established in1992 by University of California, San Diego (UCSD) researchers Operated by UCSD Moores Cancer Center Has served over 700,000 Californians

4 Services Up to five, one on one, telephone counseling sessions with a trained counselor Self-help materials Referral to local cessation programs Texting program Special counseling protocols for pregnant smokers, teens, and tobacco chewers Available in English, Spanish, Cantonese, Mandarin, Korean, Vietnamese Free nicotine patches for some eligible callers

5 Helpline Funding Proposition 99: The Tobacco Tax & Health Protection Act of 1988 Passed in 1988 by 58% of the voters Raised the cigarette tax by 25 a pack 5 goes to the California Tobacco Control Program and the California Department of Education

6 State of California Tobacco Control California one of two states meeting Healthy People 2020 goal of 12% prevalence or less Prevalence of smoking among adults fell from 23.7% in 1988 to 12.7% in Per capita tobacco consumption fell from 123 packs per adult per year in 1988 to 34 packs in 2011, a decrease of more than 72% 2 1. Behavioral Risk Factor Surveillance System (BRFSS) CDPH, State Health Officer s Report on Tobacco Use and Promotion in California.

7 Tobacco Control Challenges 3.6 million smokers Helpline serves about 1% of the smoking population in California annually Average reach of all U.S. quitlines is 1.35% Centers for Disease Control (CDC) goal is at least 6% reach Helpline receives about 16% of the funding recommended by CDC

8 Helpline Promotion 1993: Consumer advertising by California Tobacco Control Program (CTCP) 2005: Provider outreach by California Smokers Helpline (CSH) 2009: Provider advertising by CSH

9 Provider Advertising Campaigns

10 Why Target Behavioral Health Professionals? Smokers with behavioral health conditions have smoking rates 2-4 times higher than the general population 1 The majority of persons with mental illness and substance use disorders want to quit smoking and want information on cessation services and resources 2 Persons with mental illness and substance use disorders can successfully quit tobacco 3 1. Kalman, 2005; 2. Prochaska et.al., 2004, Prochaska et al,,2009, Joseph et.al., 2004 ; 3. el-guebaly, Cathcart, Currie, Brown, & Gloster, 2002;

11 Target Audience Drug and alcohol counselors Psychiatric nurses Clinical social workers Marriage and family therapists Clinical psychologists Physicians: family practice, internal medicine, psychiatry

12 Core Message "People with mental illness and substance use disorders want to quit smoking, can quit successfully, and you can help them."

13 Call to Action Talk to your patients/clients about quitting smoking For more help, refer your patients/clients to NO-BUTTS for free help quitting smoking Visit for free training, information, and patient materials

14 Print Creative

15 Digital Ads

16 Digital Ads

17 Digital Ads

18 Digital Ads

19 Campaign Channels Print Ads: Addiction Professional, California Psychologist Website Banner Ads: American Psychological Association, Medscape, Wiley Online Library Addiction Professional e-blasts, Advance for Nurses e-blasts, National Association of Social Workers (NASW) e-newsletter, Nurse.com e-blast Direct Mail: National Association of Social Workers members in California, American Association of Marriage and Family Therapists members in California Added Value Placements

20 Schedule Print and digital advertising: February through September 2012 Direct mail: February, April, June, and August 2012

21 Campaign Offers Provider Tool Kit Tobacco Cessation for Persons with Mental Illness or Substance Use Disorders fact sheet Ready to Quit Smoking? patient flyer Helpline materials order form

22 Campaign Offers Three Webinars Smoking and Behavioral Health Latest Research and Promising Practices for Treating Tobacco in Smokers with Co-Occurring Mental Disorders Treating Tobacco Dependence in Smokers with Substance Use Disorders

23 Marketing Automation

24 Lead Capture Form

25 Process Measures Number of new contacts or leads Number of orders of Helpline promotional materials Number of webinar registrants

26 New Leads: 901 Print 5.1% Web Banner Ads 33.7% 46.5% Direct Mail Web Banner Ads Direct Mail 14.7% Print

27 Average Cost Per Lead: $122 , $51.55 Print, $ Digital Ads, $ Digital Ads Direct Mail Print Direct Mail, $177.76

28 Effectiveness of Offers Webinar Recordings, 5.1% Webinar #3, 26.4% Provider Kit, 28.9% Provider Kit Webinar #1 Webinar #2 Webinar #2, 18.1% Webinar #1, 21.5% Webinar #3 Webinar Recordings

29 New Customers to to Total Orders of Promotional Materials Orders by Behavioral Health Providers

30 Lessons Learned Target a specific audience with a relevant message Utilize specialized publishers that reach your target audience Combine a variety of media with more emphasis on online advertising and less on print Field test creative Rotate creative frequently

31 Lessons Learned Keep campaigns short and impactful (6 months or less) Offer a few relevant, compelling offers Develop measurable objectives and evaluation criteria Identify appropriate metrics and data sources at the outset Set up analytics tracking Consider hiring a digital media consultant

32 Future Implications for Helpline Redesign Helpline website to improve visitor experience and increase search engine optimization Develop an e-commerce site for processing orders of print materials and integrate with HubSpot Purchase a new webinar platform and integrate with HubSpot Purchase a customer relationship management program and integrate with HubSpot Test increased use of social media

33 Californian Journal of Health Promotion

34 Contact Information Kristin Harms Communications Manager California Smokers Helpline (858)