Learning Objectives: Describe how to use public relations (earned media) to increase call volume to a quit line. Describe how to encourage health care providers to promote a quit line to patients.
Abstract: Problem: In Wisconsin very limited advertising support was designated for the Wisconsin Tobacco Quit Line. Thus, the University of Wisconsin Center for Tobacco Research and Intervention (CTRI), Quit Line managers, decided to employ other promotional strategies to keep call volume consistent. Their objective was to find inexpensive methods to promote the Quit Line to potential callers.
CTRI achieved the objective by using public relations and by asking healthcare providers to refer patients to the Quit Line as part of smoking dependence treatment. Healthcare providers can use the Quit Line to provide the counseling component recommended in the U.S. Public Health Service Guideline: Treating Tobacco Use and Dependence.
METHODS:
CTRI created a strategic communications plan that included a media launch, frequent press releases and promotional help from community coalitions. CTRI also created materials for its outreach staff to use in their training of healthcare providers.
RESULTS:
Earned media from the launch resulted in 1400 calls in the first two weeks and has contributed significantly to call volume. A growing number of Quit Line callers report they heard about the Quit Line from their provider.
Discussion: Although earned media and provider outreach do not replace media advertising, they are a significant supplement and can boost call volume.
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