Never Quit Trying: Reengaging Tobacco Users in Statewide Cessation Services
Katrina A Vickerman1, Paula A Keller, Mona Deprey
1Center for Wellbeing Research, Optum, Seattle, Washington (Dr Vickerman and Ms Deprey); ClearWay Minnesota, Minneapolis, Minnesota (Mss Keller, Lachter, and Dreher); and Client Services, Optum, Seattle, Washington (Ms Jenssen).
Journal of Public Health Management and Practice : JPHMP
|August 24, 2017
Summary
Proactive outreach significantly increases tobacco cessation program reengagement by fivefold. This cost-effective strategy, utilizing phone, email, and text, helps tobacco users make more quit attempts.
Area of Science:
- Public Health
- Behavioral Science
- Health Services Research
Background:
- Tobacco dependence is a chronic condition requiring multiple quit attempts.
- Tobacco users often do not return to cessation programs independently.
Purpose of the Study:
- To evaluate the effectiveness of multi-channel outreach for reengaging tobacco users in a statewide cessation program.
- To assess reengagement rates at different time points post-enrollment.
Main Methods:
- Randomized controlled trial with reengagement outreach (phone, email, text) versus no outreach.
- Participants were randomized to receive outreach at 1, 2, or 3 months post-enrollment.
- Reengagement was defined as enrolling in a phone cessation program or selecting multiple cessation aids.
Main Results:
- Reengagement rates were 14.7% in the outreach group vs. 3.4% in the comparison group (a fivefold increase).
- The majority of reengagements (71%) occurred via phone outreach.
- Cost per reengagement was $546, projected to decrease to $101 per user at scale.
Conclusions:
- Proactive, multi-channel outreach is effective in reengaging tobacco users with cessation programs.
- This approach significantly increases the odds of reengagement compared to no outreach.
- Outreach strategies can foster treatment utilization and increase quit attempts among tobacco users.
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