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Amanda L. Graham, Ph.D. Brown Medical School
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Transcript of Amanda L. Graham, Ph.D. Brown Medical School
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Amanda L. Graham, Ph.D.Brown Medical School
Online Interventions for Smoking Cessation
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Acknowledgements & Disclosure
• Jackie Stoddard – Smokefree.gov
• Jean-Francois Etter – StopTabac.ch
• QuitNet & State Partners
– Nathan Cobb – QN Founder
– Pat Milner – QN Product Manager
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Product / Service
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STRENGTHS:
1. Reach x Efficacy = Impact– 68% adults online = 147M– 7% searched for cessation info in 2004– 10 million US adults– Conservative efficacy estimate = 7%
2. Relapse prevention
3. Social support
4. Real-time tailoring
Product / Service
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• Typical cessation program users (QN data):
– Caucasian (88%)
– Female (64%)
– Under age 44 (70%)
– Some college (75%)
– Pregnant (~75,000 women each year)
– Planning to quit (75%) and recent quitters (20%)
Populations
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Place
• Referred by search engines
• During business hours
• Higher percentage with broadband access compared to general Internet users
• Benefits:
– Available 24/7– Sustained usage– Engaging graphics, interactivity– Tracking & reporting capabilities
“I just type and click… and type and
click… and soon my
craving isn’t so bad.”
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Price
• Development costs:– Highly scalable– Capacity virtually limitless
• Consumer costs:– Content mostly free– Subscription fee to unlock advanced features
• No analysis of cost per quit yet, only of cost per registrant– 30% response rate
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Promotion – Image ads
• Pricing model - Cost per thousand views of the ad• Targeted:
– By geographical location– By area of the site/topic
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Promotion – Text ads
• Pricing model - cost per click on the ad• Targeted
– By Geography– By Search term/Keyword
• Fully automated
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Online vs. Offline Ads
• Targeting– Offline: No control over who sees the ad
– Online: Targeted by geography, age, topic
• Tracking– Offline: No tracking of ad performance with
billboards
– Online: Tracked by location, creative type
• Flexibility – Offline: No option to switch out a billboard
– Online: Switched out easily if ad underperforming
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Colorado – Phase I Results
AdvertiserQuitNet
RegsQuitLine
RefsTotal
Reg/RefSpend
Cost per Reg/Ref
Google 282 95 377 $1,150 $3
CBS News4 97 0 97 $2,500 $26
Yahoo 382 44 426 $15,000 $35
Denver Post 114 4 118 $8,000 $68
AOL and CNN 63 0 63 $5,008 $79
MSN (Hotmail) 41 11 52 $8,000 $154
TOTAL 979 154 1,133 $40,000 $40
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AdvertiserQN
RegistrantsSpend
Cost per Registrant
Google 94 $545 $6
Yahoo 31 $3,683 $33
AOL 24 $1,463 $61
iVillage 31 $4,659 $150
Denver Citysearch 11 $1,124 $102
WebMD 11 $3,005 $273
TOTAL 283 $13,913 $51
Colorado – Phase II Results
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AdvertiserQN
RegistrantsSpend
Cost per Registrant
Google 94 $545 $6
Yahoo 31 $3,683 $33
AOL 24 $1,463 $61
iVillage 31 $4,659 $150
Denver Citysearch 11 $1,124 $102
WebMD 11 $3,005 $273
TOTAL 283 $13,913 $51
Colorado – Phase II Results
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Reaching a Broader Audience
• Earlier in cessation process: – 16% of non-ad registrants already quit– 6% of ad-registrants already quit
• More men:– 62% of non-ad registrants are female (typical)– 49% ad-registrants female
• More minorities: – 9% non-ad registrants minorities– 11% ad-registrants minorities
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Policy
If Stakeholders support it, they will come
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Key Opportunities for Innovations
1. Integrate online cessation interventions with other treatment modalities
2. Relapse prevention
3. Create partnerships between online cessation providers and large stakeholders
4. Use online marketing approaches