Welcome

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Welcome.
Innovating to Build Consumer Demand for Tobacco
Cessation Products and Services An
Extraordinary Opportunity Consumer Demand
Roundtable Session One December 7- 8,
2005 Academy for Educational Development Washingto
n DC
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The Problem Smokers slow to adopt proven
cessation products and services most smokers
want to quit, try to quit, only 20-30 use
effective cessation aids. Our Aims Identify
breakthrough opportunities to double treatment
use and population quit rates and eliminate
disparities.
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Roundtable Roadmap
Session 1 Understand the problem, brainstorm
solutions focusing on the consumer. Session 2
Explore solutions expanding the focus.
(February 2006) National Conference Catalyze
changes in RD, product design/marketing,
research funding, practice and policy to make a
difference within 3 years. (April 2007)
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Roadmap for Translating from Research to Practice
Getting Evidence-Based Tobacco Cessation
Treatment Into Practice
Science Push Documenting, improving, and
communicating interventions for wide population
use
Market Pull/ Demand Building a market and demand
for proven intervention
Delivery Capacity Building the capacity of
relevant systems to deliver proven intervention
Increase the number of systems providing
evidence-based tobacco cessation treatment
Increase the number of practitioners providing
evidence-based tobacco cessation treatment
Increase the number of individuals receiving
evidence-based tobacco cessation treatment
ULTIMATE GOAL Improve population health and well
being
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Science Push

• Formal clinical practice guidelines (gt6,000
  studies over 3 decades, update in 2007)
• Strong evidence of continued efficacy/cost-effecti
  veness for counseling (multiple
  formats/populations) and pharmacotherapy, with
  new drugs on horizon
• One of two highest priority clinical preventive
  services for adults based on health impact and
  cost-savings - National Commission on Prevention
  Priorities
• Focused outreach, advocacy and partnerships
  ACS, CDC, Legacy, NCI, NIDA, RWJF AHRQ, Youth
  Tobacco Cessation Collaborative, NTCC, Center for
  Tobacco Free Kids, National Partnership to Help
  Pregnant Smokers Quit, National Quitline
  Consortium

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Delivery Capacity

• Pharmaceutical detailing, wrap-around products,
  OTC nicotine replacement
• Technical assistance for real world practice
  settings (ATMC/AHIP, CDC, NCI, NPTHPSQ) and new
  settings (e.g., WalMart )
• Provider training and implementation tools
  (medicine, nursing, pharmacy, dentistry, mental
  health, cessation specialists)
• Healthcare system supports/re-design
  (e.g., information/reminder systems to
  identify smokers, cue providers, performance
  feedback and incentives)
• Declining public and private funding for state
  and local tobacco control (only 4 states meet CDC
  recommended minimum RICO settlement?)
• 45 state quit lines and national 1-800-QUIT NOW
  portal increasingly universal access
• Growth in on-line treatments (e.g., QuitNet,
  www.smokefree.gov)

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Market Pull

• Spread of policies that build demand (
  tobacco price/tax increases, clean indoor air
  laws, cessation media campaigns)
• Growing reimbursement/ coverage (Medicare, VA, 40
  state Medicaid programs, 98 of health plans)
  often stealth benefits
• But fewer than 25 of employers invest
• Strong business case for health
  plans/purchasers/employers
• Tobacco cessation embedded in national
  accreditation and quality measures, P4P, EMR,
  practice re-deign
• High dependence on public funding not a health
  care profit center
• Direct-to-consumer marketing (quit line
  promotions, ABC News, O)
• Increased marketing research what do smokers
  want?

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Much to be gained from social marketing and
promotion
Robinson et al, Boyd et al, 1998
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The competitions getting stiffer
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Redesigning treatments for wider use and appeal
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Need for bolder innovation Discovering quitters
latent unmet needs