Increasing Consumer Demand:

1
Increasing Consumer Demand The EX-sm
Program Cheryl G. Healton, DrPh President and
CEO, American Legacy Foundation
2
Background Legacy Support for Cessation

• Current
• Support concept of national portal
  (Sub-Committee on Cessation)
• Press event to promote the 10-point plan
• 1 million subsidy to quitlines (216 drawn down,
  balance unspent)
• Millions in co-op cessation support
• 734K for NAQC
• Potential
• 12 million in potential support toward national
  campaign for cessation
• Raise further support to underwrite the network
  of quitlines and the campaign
• Work to obtain low-cost cessation products
  through creative purchasing methods

3
Our Latest Effort EX-sm

• EX-sm - is a multi-component cessation program
  designed to reach smokers who are committed to
  quitting, but dont know how.
• EX-sm fulfills one of Legacys key missions To
  build a world where anyone can quit.
• EX-sm will be built on partnerships with states
  and other for-profit and not-for profit
  organizations.

4
Formative Research

• The EX-sm brand was created in partnership with
  GSDM, a creative development and media planning
  agency.
• The EX-sm brand is a result of
• 60 in-home interviews with smokers and their
  families.
• 31 focus groups with smokers at various stages of
  considering or trying to quit.
• A review of the peer-reviewed and other
  scientific literature on cessation.

5
The EX-sm Brand

• Interviews and focus groups revealed that people
  do not know how to quit.
• Smokers felt that having a quit plan would break
  the process into clear manageable steps making
  quitting a real possibility.
• EX-sm advertising attempts to create an emotional
  connection for smokers between the EX-sm brand
  and cessation resources.

6
Guiding Principles of the Brand

• Provide a sense of structure
• A comprehensive program smokers can come back to
  over time.
• Provide action-oriented content
• Smokers need actionable know-how.
• Avoid language with anti-smoking overtones
• Smokers need empathy, not a lecture.
• Be real/ acknowledge the struggle
• Dont sugarcoat quitting. A plan isnt going to
  make it easier, just more achievable.

7
The EX- Name

• The EX-sm name is strong and appealing. Become
  An EX-sm communicates a process as opposed to
  an instant fix and is therefore believable and
  desirable
• Its about overcoming
• Thats what I want to be
• Clear and straightforward
• Its finished, over
• It has hope You can transform yourself.

8
The EX-sm Media Audience the 20 Cigarette Per
Day Smoker

• Predominantly White, Suburban, Rural
• Median Age 47
• Median Income 48,466
• Blue Collar and 41 Not Employed (Retired,
  Unemployed, Homemakers)
• High School Education
• Hard-working, headstrong individuals who speak
  their minds and dont feel the need to change for
  other people

• Developed in partnership with Smokeclinic, the
  website will offer online cessation services and
  social support, as well as tips about successful
  quitting.

9
Reaching the Audience

• Research shows that heavy smokers are also heavy
  consumers of TV, including cable, and radio.
• Therefore, the right media campaign can be
  expected to successfully reach this audience at a
  comparatively affordable price.

• Developed in partnership with Smokeclinic, the
  website will offer online cessation services and
  social support, as well as tips about successful
  quitting.

10
Primary Program Elements

• Quit Manual
• Online quit services
• Telephonic Fulfillment line/ telephonic
  counseling
• Exploring Retail Outlet Distribution
• Evaluation of pilot program

11
The Quit Book

• Written by a former smoker, the book helps
  smokers develop a quit plan that includes one or
  more effective cessation strategies, particularly
  counseling, pharmacotherapy and social support.

12
The Website

• Developed in partnership with Smokeclinic, the
  website will offer online cessation services and
  social support, as well as access to the quit
  manual online.

13
The Telephonic Fulfillment Line

• This IVR/Voice System will enable callers to
  request a free, hard copy of the quit manual and
  will offer the option of being immediately
  warm-linked to state telephonic counseling.

• Developed in partnership with Smokeclinic, the
  website will offer online cessation services and
  social support, as well as tips about successful
  quitting.

14
A National Collaboration

• Legacy envisions EX-sm as a collaborative effort
  with state Departments of Public Health and
  others.
• Because national media buys are far more cost
  effective than local buys, Legacy hopes to
  encourage states and others to join with them to
  purchase national media.

• Developed in partnership with Smokeclinic, the
  website will offer online cessation services and
  social support, as well as tips about successful
  quitting.

15
Evaluating the EX-sm Pilot

• Legacy will share a detailed draft evaluation
  plan with the Alliance Group Evaluation
  Committee.
• Legacy will also seek feedback from the Legacy
  Evaluation Advisory Panel.

16
Draft Plan for Evaluating the Pilot

• Telephone Survey
• RDD phone survey of 2000 adults collected at
  baseline and 2 follow-ups. Longitudinal data
  will be collected from consenting smokers reached
  at baseline.
• Cohort Study
• An in-depth study of three cohorts of smokers
  1) those who receive the Quit Manual, 2) those
  who engage in telephonic counseling, and 3) those
  who engage in online quit services to help
  understand how consumers are using the services.
• Scanner Data
• Will be used to assess changes in pharmacotherapy
  purchase behavior.

• Developed in partnership with Smokeclinic, the
  website will offer online cessation services and
  social support, as well as tips about successful
  quitting.

17
Additional Evaluation Mechanisms

• Tracking and characterizing call volume, online
  visitors, and dropped calls
• Varying of Fulfillment Line scripting patterns to
  determine order effects

• Developed in partnership with Smokeclinic, the
  website will offer online cessation services and
  social support, as well as tips about successful
  quitting.