The Relationship Between Reach and Spending for U.S. Quitlines
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The Relationship Between Reach and Spending for U.S. Quitlines
Mignonne Guy, Ph.D.Jessie E. Saul, Ph.D.Michele Walsh, Ph.D.
Pamela Luckett, M.C.C., L.P.C., C.T.T.S.Linda Bailey, J.D., M.P.H.
SRNT, Toronto, February 18, 2011
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North American Quitline Consortium (NAQC)
• Established in 2004• Mission:
• Maximize the access, use, and effectiveness of quitlines; • Provide leadership and a unified voice to promote
quitlines; and • Offer a forum to link those interested in quitline operations.
• Over 400 individual and organizational members in the U.S. and Canada
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NAQC Annual SurveyConducted Annually 2004-2006, 2008, 2009
• Research Partner 2008 & 2009 Surveys: Evaluation, Research and Development Unit, University of Arizona
• Data collected based on each quitline’s own fiscal year• Methods 2008
– Web-based survey– 53 US quitlines completed the survey (100%)– 10 Canadian quitlines completed the survey (100%)
• Methods 2009– Two waves of data collection– 53 US quitlines completed wave 1 (100%); 52 completed wave 2
(98%)– 10 Canadian quitlines completed wave 1 (100%); 9 completed
wave 2 (90%)
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NAQC and CDC Goals for Quitline Spending and Reach by 2014
• $10.53 to be spent on quitline services (counseling) and medications per adult smoker in the state
• Reach 8% of smokers annually (# of callers)• Serve 6% of smokers with quitline services
(counseling and medications) (treatment reach)
Source: Methodology presented in CDC, Best Practices for Comprehensive Tobacco Control Programs – 2007; calculations done by NAQC
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Promotional Reach for Quitlines
Canada N Min Max Mean Median
2008 9 0.28% 0.94% 0.52% 0.54%
2009 9 0.14% 1.37% 0.38% 0.27%
US N Min Max Mean Median
2008 46 0.13% 5.92% 1.66% 0.89%
2009 49 0.16% 9.84% 1.89% 1.18%
Source: 2008 and 2009 NAQC Annual Surveys; reach calculated by dividing the number of callers indicating an interest in treatment by the number of estimated smokers in each state or province.
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Spending Per Smoker on Services and Medications
Canada N Min Max Mean Median
2008 8 $0.15 $1.73 $0.63 $0.58
2009 9 $0.16 $2.83 $0.85 $0.68
US N Min Max Mean Median
2008 45 $0.08 $24.05 $3.33 $1.33
2009 50 $0.14 $20.81 $3.15 $1.96
Source: 2008 and 2009 NAQC Annual Surveys
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Spending Per Smoker on Promotions and Outreach
Canada N Min Max Mean Median
2008 10 $0.00 $4.52 $0.83 $0.45
2009 9 $0.30 $4.66 $1.51 $0.67
US N Min Max Mean Median
2008 36 $0.00 $17.79 $2.13 $0.83
2009 44 $0.00 $25.42 $2.49 $1.20
Source: 2008 and 2009 NAQC Annual Surveys
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Reach vs. Spending (services + meds) Per Smoker 2008 (U.S.)
CDC recommendation: 8% reach, $10.53 per smoker
r2=.81; p<.01
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Reach vs. Spending Per Smoker (services + meds) 2009 (U.S.)
r2=.89; p<.01
CDC recommendation: 8% reach, $10.53 per smoker
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Reach vs. Spending Per Smoker (promotions + outreach) 2008 (US)
r2=.37; p<.05
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Reach vs. Spending Per Smoker (promotions + outreach) 2009 (US)
r2=.42; p<.01
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Conclusions• Reach of US quitlines is very highly correlated
with spending on services and medications, and moderately correlated with spending on promotions and outreach
• To reach and serve 6% of smokers, additional funding needs to be allocated to quitlines
• If sufficient funding is allocated, quitlines can serve larger numbers of smokers
• CDC estimated amounts seem to be in line with what quitlines are achieving in practice
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• Funding for the 2008 NAQC Annual Survey provided by:
• Centers for Disease Control and Prevention• American Cancer Society• American Legacy Foundation• Robert Wood Johnson Foundation• Novartis Consumer Health, Inc.
• Funding for the 2009 NAQC Annual Survey provided by:
• Centers for Disease Control and Prevention• Pfizer, Inc.• Robert Wood Johnson Foundation• NAQC membership dues
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For more information on the survey or on NAQC’s data request and review process, please contact;
Jessie Saul, Ph.D.Director of ResearchNorth American Quitline Consortium
Ph: 602.279-2719 x6Email: [email protected]