California Gold Rush

Connie RevellDeputy Director, Smoking Cessation Leadership Center

UCSF San Francisco, California

CTFA Regional Tobacco Control ConferenceSeptember 9, 2005

Partners

• Smoking Cessation Leadership Center

• California Dental Hygienists’ Association

• California Smokers’ Helpline

• Pfizer

Smoking Cessation Leadership Center

Increase smoking cessation rates and increase number of health professionals intervening around cessation

California Dental Hygienists’ Association

National Smoking Cessation Initiative

Ask Advise Refer Campaign

Grass Roots Level Approach

Earlier Collaboration with Helpline

California Smokers’ Helpline

Increase number of health professionals intervening around cessation

Pfizer

Increase number of dentists who intervene with patients who smoke, recommend Pfizer quitting aids, and refer to cessation programs.

Initial Stages

Pfizer representatives delivering Helpline promotional materials and product information to dental offices in California

Next Steps

• Partners brainstormed ideas– SCLC acted as facilitator

Next Steps

• Partners brainstormed ideas– SCLC acted as facilitator– Identified momentum of ADHA’s SCI

Campaign as opportunity

Dental Hygienists Report 25% Screen Patients Regarding Tobacco Use on a National Level

Next Steps

• Partners brainstormed ideas– SCLC acted as facilitator– Identified momentum of ADHA’s SCI

Campaign as opportunity– Helpline’s Take Charge Gold Card,

great promotion tool

The New CaliforniaGold Rush

Components of Campaign

• Educate CDHA Leadership about the National SCI and Gold Rush Campaign

• Develop website and bring together all materials for dissemination

• Deliver message and materials to Dental Hygienists

California Dental Hygienists Association SCI Goal

• Have every dental hygienist in Have every dental hygienist in California hand out at least one California hand out at least one Gold Card and refer a smoker to Gold Card and refer a smoker to the California Smokers’ Helpline.the California Smokers’ Helpline. • Have CA Dental Hygienists Have CA Dental Hygienists increase the referral rate to increase the referral rate to 50% by the year 200650% by the year 2006 current referral rate in CA is 39%

Baseline Survey HOD June 6, 2004

How do you reach 12,000 California Registered Dental Hygienists?

Multiple Channels

• Simple Mailer– Cover letter from CDHA President– Order form to order Gold Card and

Helpline promotional materials– Member Assessment Survey– Sent to approximately 14,000

contacts (all CA RDHs and students dental hygienists)

Multiple Channels

• Communications– Emails to members– CDHA Website– Professional Journal Articles– Radio Press– Encouragement to local components

to become involved

California Dental Hygienists Association SCI Goal

The Component who gets the most people to log onto

http://www.cdha.org/professionals/goldrush/goldrush_rewards_form.htm

to report the number of

Gold Cards referrals from

April 15th until May 15th

Wins $100.00

Multiple Channels

• Direct Mail Campaign

California Gold Rush Success

Number of Gold Cards Ordered in First 6 MonthsBreakdown of Membership and Potential Members

0

2,000

4,000

6,000

8,000

10,000

Sept.

Oct.

Nov.

Dec.

J an.

Feb.

Members

Potential

California Gold Rush Success

0

5000

10000

15000

20000

Sept.

Oct.

Nov.

Dec.

J an.

Feb.

Total Number of Gold Cards Ordereda 6-month update

Sept. Oct. Nov. Dec. Jan.

California Dental Hygienists Association reports on a single

week’s log-insAugust 1-7, 2005:

325 cards distributed

Winners to be announcedduring CDHA annual meeting

• Single hygienist winner

• Component winner (in which all hygienists handed out at least one card)

Success of Partnership

• Replication of Model– ADHA (all 50 State Associations)– New York– Indiana– ALA Asthma Campaign– CA Diabetes Program

• Gold Card National Card

Thank You

http://smokingcessationleadership.ucsf.edu