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
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
• About Us
• Background
• Why Target Behavioral Health
Professionals?
• Behavioral Health Professional
Advertising Campaign
• Lessons Learned
Agenda
• 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
About Us
• 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
Services
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
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 20121
• 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) 1984-2012
2. CDPH, 2012. State Health Officer’s Report on Tobacco Use and Promotion in
California.
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
Helpline Promotion
• 1993: Consumer
advertising by California
Tobacco Control Program
(CTCP)
• 2005: Provider outreach by
California Smokers’
Helpline (CSH)
• 2009: Provider advertising
by CSH
Provider Advertising Campaigns
• Smokers with behavioral health conditions
have smoking rates 2-4 times higher than the
general population1
• The majority of persons with mental illness
and substance use disorders want to quit
smoking and want information on cessation
services and resources2
• Persons with mental illness and substance
use disorders can successfully quit tobacco3
1. Kalman, 2005; 2. Prochaska et.al., 2004, Prochaska et al,,2009, Joseph et.al., 2004 ; 3. el-Guebaly, Cathcart, Currie,
Brown, & Gloster, 2002;
Why Target Behavioral Health Professionals?
• Drug and alcohol counselors
• Psychiatric nurses
• Clinical social workers
• Marriage and family therapists
• Clinical psychologists
• Physicians: family practice, internal medicine,
psychiatry
Target Audience
"People with mental illness and substance
use disorders want to quit smoking, can
quit successfully, and you can help them."
Core Message
• Talk to your patients/clients about quitting
smoking
• For more help, refer your patients/clients
to 1-800-NO-BUTTS for free help quitting
smoking
• Visit www.nobutts.org for free training,
information, and patient materials
Call to Action
Print Creative
Digital Ads
Digital Ads
Digital Ads
Digital Ads
• Print Ads: Addiction Professional, California Psychologist
• Website Banner Ads: American Psychological Association, Medscape, Wiley Online Library
• Email: 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
Campaign Channels
• Print and digital advertising: February through
September 2012
• Direct mail: February, April, June, and August
2012
Schedule
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
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
Marketing Automation
Lead Capture Form
http://info.nobutts.org/help-your-patients-quit-kit
Process Measures
• Number of new contacts or leads
• Number of orders of Helpline promotional
materials
• Number of webinar registrants
e-Mail 46.5%
Direct Mail 14.7%
Web Banner Ads 33.7%
Print 5.1%
Direct Mail
Web Banner Ads
New Leads: 901
e-Mail, $51.55
Digital Ads, $177.14
Direct Mail, $177.76
Print, $241.30 e-Mail
Digital Ads
Direct Mail
Average Cost Per Lead: $122
Provider Kit, 28.9%
Webinar #1, 21.5%
Webinar #2, 18.1%
Webinar #3, 26.4%
Webinar Recordings, 5.1%
Provider Kit
Webinar #1
Webinar #2
Webinar #3
Webinar Recordings
Effectiveness of Offers
949
50
1068
99
0
200
400
600
800
1000
1200
Total Orders of PromotionalMaterials
Orders by Behavioral HealthProviders
1-11 to 9-11
1-12 to 9-12
New Customers
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
• Field test creative
• Rotate creative frequently
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
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
Californian Journal of Health Promotion
http://www.cjhp.org/Volume12Issue3_2014/vol12_issue3.htm
Kristin Harms
Communications Manager
California Smokers’ Helpline
(858) 300-1011
Contact Information