Real World Experience Panel: Engaging the Patient Robert J. West, PhD Professor of Health Psychology Director of Tobacco Studies Cancer Research UK Health Behaviour Unit University College, London London, United Kingdom Hayden McRobbie, MD Research Fellow Clinical Trials Research Unit The University of Auckland Auckland, New Zealand

Goals  To present a menu of motivational tools and approaches  To assess which tools and approaches, as well as methods not included, are likely to be most effective and practicable in individual settings/countries

Ways in Which Clinicians Can Deliver Their Message  Giving opportunistic advice in consultations  Putting up posters  Waiting room TV/video messages  Handing out leaflets/booklets at clinics  Sending letters  Making telephone calls  Sending text messages  Giving out or sending CDs/DVDs  Setting up and promoting Web sites Goal: To reach as many patients as possible with salient points disseminated through multiple contact opportunities

Motivational Approaches That Clinicians Can Use  Show positive examples to which a patient can relate  Present motivational statistics of success rates  Tailor approach and information to individual patient characteristics or categories  Provide testimonials of “success stories” from other patients  Explain the treatment options available and their benefits  Explain that treatment is free/subsidised (if it is) and can be started right away  Explain the urgency of stopping at any age and not waiting until symptoms appear Goal: To generate a concrete, attractive, achievable “image” in the patient’s mind of himself/herself stopping smoking with the aid of an effective treatment, taking account of past experiences and expectations

Motivating the Clinician  Address common barriers to intervention –Policy –Information –Education  Tools to prompt giving patients brief advice –Desktop resource –Patient record system prompts  “Selling” the treatments available –Know what smoking cessation services are available and how clinicians can access these services for their patients (e.g., easy referral) Remember that clinicians themselves need motivation in order to motivate their patients to stop smoking

Concept for a Clinicians’ Guide  Create a 1-side A4 guide on how to engage the patient in smoking cessation targeted to each country, region, and clinical speciality based on local circumstances and practicalities  Focus on “modes of delivery” and “messages”  Evaluate