Implementation and evaluation of a promotional campaign to increase physician utilization of the Quitline NC fax referral service

The NC Tobacco Quitline (Quitline NC) was launched in November 2005 to provide free, proactive telephone support to all North Carolinians who wish to quit their tobacco use. The fax referral service is a special feature of Quitline NC designed to assist physicians in connecting their patients to the quitline using a fax referral form. Once the form is faxed to the quitline, with the patient's consent, a Quit Coach will initiate a call to the patient to assist them with their cessation needs. While the potential for quitline fax referral has been demonstrated in other states, no prior research has been published evaluating the most effective ways to promote its use to health providers. In February 2006, the Health and Wellness Trust Fund Commission funded a unique marketing campaign to promote the Quitline NC fax referral service among NC health professionals. This campaign included a direct mailing to 6,197 physicians across the state. The mailing consisted of two primary components: 1) a letter to office managers, and 2) a large tube containing promotional fax referral materials that was mailed to the physicians. The campaign was evaluated by the UNC-Chapel Hill School of Medicine using a follow-up survey to examine outcomes of the campaign. This presentation will describe the promotional campaign and its outcomes with the goal of assisting other states and public health agencies in promoting the use of similar services to health care providers working in clinical practice settings.