Smoking Cessation Smoke Signals

Unhealthy Habit During 2012, 18% of US adults, 18 years of age and older, were current smokers, as compared to 24.7% during 1997 and 18.9% during 2011. More men were current smokers, 20.4%, than women, 15.8%. Men, 18–44 were the largest group, at 23.5%, and women, 45–64, at approximately 18%. Among the major ethnic populations, 20.5% of European American adults were current smokers, 17.9% of African Americans and 11.9% of Hispanic Americans.

“A” for Effort During 2010, 68.8% of smokers wanted to quit smoking, 52.4% had made a quit attempt during the past year and 6.2% had recently quit. Men and women had quit at an equal rate. Adults, 18–24, had the most success quitting at 8.2% as well as other races, non-Hispanics at 10.2% and Hispanic Americans at 9.5%. Of all smokers, 18+, 5.9% had received cessation counseling and 30% used some form of non-smoking medication. Adults, 45– 64, had used the most medications at 40.4%.

Abundant Aid Smoking cessation programs and clinics are offered by various community-based organizations, hospitals and other health care facilities, US state governments and specialists with private group or individual counseling. According to non-smoking experts, school education programs have not been very effective while the high price of cigarettes and smoke-free workplaces have been very helpful. The total sales of smoking cessation products were expected to increase 3% during 2013 to $1 billion. Current smokers preferred OTC nicotine sprays and prescription nicotine inhalers.

Quitting with Technology The three largest US tobacco companies were planning to introduce their electronic cigarette products during 2013, in an attempt to recover from the loss of traditional cigarette sales. E-cigarettes were only 0.5% of the total tobacco industry during 2012, but the CDC reported that 20% of American adult smokers had tried an e-cigarette during 2011. During May 2013, there were approximately 400 nicotine cessation apps, which had been downloaded 1.4 million times per month. One study revealed that 36% of users of a specific app were able to quit smoking.

Advertising Strategies Research the smoking cessation clinics in your SMA and show them how TV is the best medium to communicate fact-based information and emotional messages to promote their programs. Explain the extremely high penetration of TV among older and senior adults, and how advertisers can strengthen their brand, especially among women, with targeted programming. Recommend the combination of TV and social media (social TV or second screen concept) to reach young adults and promote the value of counseling and smoking cessation apps. Market leaders are at risk in this market due to the fact that customer turnover is so high. So a focus on marketing efforts geared toward recruiting new customers is key.

Advertising Strategies Because there has been an increase in the number of individuals seeking information about smoking cessation online, there is a real need for dedicated website with clear information and a call to action. Many organizations and businesses with similar missions are utilizing Facebook for petition or commitment campaigns, in which they recruit supporters by asking them to sign the Facebook page with the “Like” option. This attracts followers, builds brand recognition and creates accountability. New Year's Day begins one of the peak seasons for smoking cessation products and services. A strong television ad campaign should start at the end of December and last through March to support smokers most during the first three smoke-free months.

Advertising Strategies Pharmacists can boost sales of smoking cessation aids in their own stores by taking a proactive approach. Smokefree.gov recommends the 5As: Ask-Advice-Assess-Assist-Arrange. Smaller drug stores can offer good personal attention. Enacting the 5As in conjunction with a local TV ad campaign establishes your store as a good place for smokers to find help quitting. Drug stores and pharmacies should partner with anti-smoking organizations and healthcare centers that offer behavioral therapy. Customers benefit because they are most likely to stick with a quitting regimen when it's paired with therapy. Advertisers benefit from client referrals and sharing the cost of television commercials.

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