The 6 Ps and Results from Expert Interviews

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The 6 Ps and Results from Expert Interviews

• Stephanie Y. Smith, PhD, MPH

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The 6 Ps
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1. Product/Service

• Pharmacological
• Psychosocial/Behavioral
• Combination of the Two

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2. Populations
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3. Place and Providers

• How/where is the product/service accessed and
  used?
• Who are the critical providers and what are the
  critical provider-smoker relationship components
  and characteristics?
• What the primary benefits and drawbacks of
  these delivery locations/channels/venues?
• What are the chief opportunities for broadening
  access and use (e.g., location, time of day,
  ease and timeliness of access)?

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4. Price
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5. Promotion

• What role does promotion play in the use of the
  product or service?
• How is the product/service promoted and to
  what populations?
• What do we know from recent consumer research
  about boosting product appeal and use?
• Are there opportunities for increasing use
  through innovations in advertising and promotion
  (funding, location, messaging, etc.)?

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6. Policy

• What policies affect access and use?

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Results from Expert Interviews
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Sample and Design

• In July 2005, 34 semi-structured interviews
  were conducted with cessation experts
• Broad expertise garnered from many fields
  representing various sectors at local, state, and
  national levels including
  researchers, clinicians, public health systems,
  private health systems, community leaders, health
  insurers, health purchasers, health providers,
  product developers, public policymakers and
  payers, private policymakers and payers, and
  advocates

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Questions

• Top Reasons Consumers Fail to Utilize
  Evidence-Based Treatments
• Short-term Ways to Increase Quit Attempts
• Short-term Ways to Increase Cessation Treatment
  Use
• Long-term Ways to Increase Quit Attempts
• Long-term Ways to Increase Cessation Treatment
  Use
• Ways to Better Package, Design, and Promote NRT
• Ways to Better Package, Design, and Promote
  Coaching

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Results Broad Overarching Themes

• De-medicalize cessation products and services
• The word Counseling is a BIG turn-off, various
  cultural implications, use the word Coaching
  instead
• Quit is a very severe, terminal, and scary word
• More affect, less cognition ? lifestyle
  segmentation, facts tell, stories sell
• Terminology needs to be clarified
  services/therapies/treatments/products
• Need a champion, need a mantra (e.g., click it or
  ticket)