Implementing and Monitoring Proactive Referral program

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Implementing and Monitoring Proactive Referral
program

• Rebecca Bec Ruiz-McGill Bob Leischow Susan
  Larsen Corbie Ball
• May 2005
• Arizona Smokers Helpline a service funded by the
  Arizona Department of Health Services and a part
  of the University of Arizona College of Public
  Health

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Data Mining

• Helpline collects data with contact information
  on anyone who calls for self or others.
• Mined data for healthcare agents who had called
  for resources for their patients.
• Built a relationship database which would track
  these core agents and any new agents added.

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Relationship Marketing

• Developed marketing strategy to increase
  referrals from these agents.
• What do we have to offer?
• Why do healthcare providers need us?
• Coupled effort with Healthcare Partnership
  Training Unit and community-based efforts.

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What do we have to offer?

• Free cessation services
• Telephone quit line
• Group-based classes
• Discounted medications
• Free tobacco intervention training with
  continuing education credits for healthcare
  professionals

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What do we have to offer?

• Free intervention materials
• Help meet Joint Commission on Accreditation of
  Healthcare Organizations (JCAHO) specific
  hospital core measures to address adult smoking
  counseling and adult smoking history

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System for Tracking Referrals

• Developed Proactive Referral System The vehicle
  is a fax which provides a clearer system for
  tracking the of referrals received by agent or
  agency.
• Strategic partners include GlaxoSmithKline and
  the healthcare providers they market to. Others
  include Mayo Clinic, WIC clinics and medical
  groups and hospitals.

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Referring Patient into Services

• Referral agent conducts brief intervention and
  encourages patient to quit.
• Gains patient consent for Helpline call.
• Faxes referral to Helpline.
• Helpline calls and recruits patient into services.

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Outcomes

• Tracked efforts to recruit new agents to refer
  clients to the Helpline.
• Tracked number of referrals, materials mailed or
  contacts.
• Use data to create customized letters thanking
  referral agents or agencies for referrals.

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And the numbers say..

• Began tracking 12/30/2002. Data from 12/30/2002
  to 6/30/2003 showed 226 proactive referrals
  received.
• FY 03-04 shows 1,261 proactive referrals
  received.
• Data which tracks how clients heard of services
  shows referrals from healthcare providers has
  increased from 8 FY 98-99 to 30 FY 03-04.

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How heard of services
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Other Significant Data
Program data showing changes in demographics over
time as impacted by media efforts and the
referral program.
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Other

• Anecdotally counselors have identified clients
  who are proactively referred as less ready to
  quit.
• Clients who are proactively referred may be less
  likely to accept a referral to a group-based
  class.

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Contact Information

• Arizona Smokers Helpline
• www.ashline.edu
• Arizona Department of Health Services
• Tobacco Office www.tepp.org
• Rebecca Bec Ruiz-McGill
• rrmcgill_at_u.arizona.edu