Community Stop-Smoking Contests in the COMMIT Trial: Relationship of Participation to Costs

Shipley, RH; Hartwell, Tyler; Austin, William; Clayton, Anthony; Stanley, LC

doi:10.1006/pmed.1995.1046

Cited by 17 publications

(10 citation statements)

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“…Paid search also yielded the highest absolute number of registrants and the highest conversion rates. These results compare favorably to the few reports of costs associated with traditional recruitment methods, which range from US $19-$500 per enrolled smoker depending on the recruitment channel [54-57]. The ability to closely monitor the performance of ads resulted in pulling funds from two underperforming campaigns (WebMD and NJ.com) and reallocating these funds to a campaign that more than doubled the conversion rate and dramatically reduced the cost per registrant.…”

Section: Discussionsupporting

confidence: 53%

Online Advertising as a Public Health and Recruitment Tool: Comparison of Different Media Campaigns to Increase Demand for Smoking Cessation Interventions

Graham¹,

Milner²,

Saul³

et al. 2008

J Med Internet Res

112

140

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Background To improve the overall impact (reach × efficacy) of cessation treatments and to reduce the population prevalence of smoking, innovative strategies are needed that increase consumer demand for and use of cessation treatments. Given that 12 million people search for smoking cessation information each year, online advertising may represent a cost-efficient approach to reach and recruit online smokers to treatment. Online ads can be implemented in many forms, and surveys consistently show that consumers are receptive. Few studies have examined the potential of online advertising to recruit smokers to cessation treatments.Objective The aims of the study were to (1) demonstrate the feasibility of online advertising as a strategy to increase consumer demand for cessation treatments, (2) illustrate the tools that can be used to track and evaluate the impact of online advertising on treatment utilization, and (3) highlight some of the methodological challenges and future directions for researchers.Methods An observational design was used to examine the impact of online advertising compared to traditional recruitment approaches (billboards, television and radio ads, outdoor advertising, direct mail, and physician detailing) on several dependent variables: (1) number of individuals who enrolled in Web- or telephone-based cessation treatment, (2) the demographic, smoking, and treatment utilization characteristics of smokers recruited to treatment, and (3) the cost to enroll smokers. Several creative approaches to online ads (banner ads, paid search) were tested on national and local websites and search engines. The comparison group was comprised of individuals who registered for Web-based cessation treatment in response to traditional advertising during the same time period.Results A total of 130,214 individuals responded to advertising during the study period: 23,923 (18.4%) responded to traditional recruitment approaches and 106,291 (81.6%) to online ads. Of those who clicked on an online ad, 9655 (9.1%) registered for cessation treatment: 6.8% (n = 7268) for Web only, 1.1% (n = 1119) for phone only, and 1.2% (n = 1268) for Web and phone. Compared to traditional recruitment approaches, online ads recruited a higher percentage of males, young adults, racial/ethnic minorities, those with a high school education or less, and dependent smokers. Cost-effectiveness analyses compare favorably to traditional recruitment strategies, with costs as low as US $5-$8 per enrolled smoker.Conclusions Developing and evaluating new ways to increase consumer demand for evidence-based cessation services is critical to cost-efficiently reduce population smoking prevalence. Results suggest that online advertising is a promising approach to recruit smokers to Web- and telephone-based cessation interventions. The enrollment rate of 9.1% exceeds most studies of traditional recruitment approaches. The powerful targeting capabilities of online advertising present new opportunities to reach subgroups of smokers who may not respond to other...

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Section: Discussionsupporting

confidence: 53%

Online Advertising as a Public Health and Recruitment Tool: Comparison of Different Media Campaigns to Increase Demand for Smoking Cessation Interventions

Graham¹,

Milner²,

Saul³

et al. 2008

J Med Internet Res

112

140

View full text Add to dashboard Cite

show abstract

“…Interventions were complex and no study was designed to evaluate the cost-effectiveness of a 'community-engagement' component per se. Interventions were designed to reduce HIV infections (Broadhead et al 1998, Pinkerton et al 1998, prevent non-insulin dependent diabetes mellitus (NIDDM) (Segal et al 1998), and reduce smoking prevalence (Shipley et al 1995, Baxter et al 1997, Ratcliffe et al 1997, Ong and Glantz 2005, Secker-Walker et al 2005. The study by Baxter promoted smoking cessation alongside other healthy-heart behaviours such as healthy eating, exercise and weight loss (Baxter et al 1997).…”

Section: Health Promotion Interventions: the Economics Of Engagementmentioning

confidence: 98%

“…Studies performed less well when considering potential biases in their data; this is particularly important because randomized data were used in just two of the studies (Shipley et al 1995, Baxter et al 1997, one of which reports only one arm of the trial (Shipley et al 1995). Pinkerton's study of HIV prevention by peer leaders amongst homosexual men (Pinkerton et al 1998) assessed benefits using self-reported data from intervention and comparator sites.…”

Section: Economics Of Engagement: the Quality Of The Evidencementioning

confidence: 98%

“…Two studies did not explore the impact of the intervention on health outcomes, but reported only intermediate outcomes (Shipley et al 1995, Broadhead et al 1998. For example, Broadhead's study of peers encouraging AIDS education for injecting drug users reported health-risk behaviours, such as needle sharing and sharing of rinse water, but did not consider possible morbidity or mortality implications (Broadhead et al 1998).…”

Section: Economics Of Engagement: the Quality Of The Evidencementioning

confidence: 99%

“…Using a broad definition of community engagement , eight studies met the inclusion criteria for the review (Shipley et al 1995, Baxter et al 1997, Ratcliffe et al 1997, Broadhead et al 1998, Pinkerton et al 1998, Segal et al 1998, Ong and Glantz 2005, Secker-Walker et al 2005. With the exception of one study (Baxter et al 1997) that was identified by checking the bibliography of a review (Parrott et al 1998), all studies were identified on the NHS EED database, and two were again identified by the mapping review search strategy.…”

Section: Health Promotion Interventions: the Economics Of Engagementmentioning

confidence: 99%

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Establishing the economics of engaging communities in health promotion: what is desirable, what is feasible?

Mason

Carr‐Hill

Myers

et al. 2008

Critical Public Health

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Over the last 30 years, there has been a growing recognition of the potential for community-based efforts to improve public health. However, the costs and 'added value' of community engagement approaches remain unclear. This paper reports findings from a systematic review of the economic evidence relating to planning, design, delivery or governance of health promotion interventions. Key databases were searched, review bibliographies were checked and experts in the field of economics of public health were consulted. To be eligible for inclusion, studies needed to report community engagement or community development approaches for primary health promotion; to include a control or suitable comparator group; and to assess both health outcomes and costs. Data were extracted and studies were quality assessed. Of the 4405 references screened, 152 records (3%) were potentially relevant and eight studies met the inclusion criteria for the review. Seven studies reported positive findings, but no study was designed to evaluate the impact or cost-effectiveness of a specifically 'community-engagement' component. The review found tentative evidence that community engagement as part of a multifaceted approach to health promotion may have positive effects and could be cost-effective. To improve the evidence base for community engagement, future studies need to involve communities more closely at all stages of the research in order to fully capture the community's priorities and perspectives, and appropriately assess the value added and opportunity cost of engagement.

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Community interventions for preventing smoking in young people

Sowden

Stead

2003

Cochrane Database of Systematic Reviews

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Community Stop-Smoking Contests in the COMMIT Trial: Relationship of Participation to Costs

Cited by 17 publications

References 0 publications

Online Advertising as a Public Health and Recruitment Tool: Comparison of Different Media Campaigns to Increase Demand for Smoking Cessation Interventions

Online Advertising as a Public Health and Recruitment Tool: Comparison of Different Media Campaigns to Increase Demand for Smoking Cessation Interventions

Establishing the economics of engaging communities in health promotion: what is desirable, what is feasible?

Community interventions for preventing smoking in young people

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