Addressing the Misperceptions about Nicotine and Nicotine Replacement Therapies

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Addressing the Misperceptions about Nicotine and
Nicotine Replacement Therapies

• Stephanie Smith

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Purpose of Breakthrough Group

• To change social norms around NRT use and the NRT
  user by correcting the misperceptions about
  nicotine and NRT
• To do this, a broad cross-section of stakeholders
  need to incorporate accurate information into
  their quit smoking communications (e.g., health
  professionals and organizations, consumer and
  health advocacy organizations).

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Breakthrough Group Action Steps

1. Collected existing materials that dispel the
   myths about nicotine and NRT
2. Invited others to work with our group
3. Developed a communications plan
4. Developed communications messages and materials
5. Were currently pilot testing the messages and
   materials

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Pilot Test Audiences

• Cessation groups
• Cessation experts
• Specific target groups (e.g., Bacchus and Gamma)

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Key Opportunities for Innovation

• Inspiring groups who previously may not have
  thought to address misperceptions in their
  communications with consumers and patients
• Asking the front line groups how they want to
  communicate the messages to their consumers and
  patients
• stakeholders are kicking the tires, connecting to
  experts and community, creating tangible,
  aesthetically pleasing tools for front line
• engaging stakeholders and enabling people to be
  creative, were lowering the bar by testing the
  messages with stakeholders and their consumers
  and patients, were implementing by experimenting
• Eventually test how consumers and patients are
  receiving the information and how they best
  prefer to receive the messages and materials

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Reaching Underserved Populations

• Engaging those who work on the front lines with
  consumers and patients
• quit line coaches, local community groups,
  college peer groups, nurses, physician
  assistants, respiratory therapists, family
  physicians