Ohio s fax referral initiatives reach enrollment and participant characteristics
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Ohio’s Fax Referral Initiatives Reach, Enrollment and Participant Characteristics. Jeff Willett, PhD Director, NYS Tobacco Control Program March 4 th and 6 th , 2009. Fax Referral. The Ohio Tobacco Quit Line began providing statewide services in September, 2004.

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Ohio’s Fax Referral Initiatives Reach, Enrollment and Participant Characteristics

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Ohio s fax referral initiatives reach enrollment and participant characteristics

Ohio’s Fax Referral InitiativesReach, Enrollment and Participant Characteristics

Jeff Willett, PhD

Director, NYS Tobacco Control Program

March 4th and 6th, 2009


Fax referral

Fax Referral

  • The Ohio Tobacco Quit Line began providing statewide services in September, 2004.

  • Fax referral was introduced in the first year to increase health provider referral.

  • An average of 68 fax referrals were received per month prior to the study period.


Fax referral1

Fax Referral

  • Goal: to reduce quit line marketing costs by establishing a sustainable, high volume referral stream from health professionals.

  • Three initiatives were developed or expanded to increase health provider utilization of the fax referral.

    • Fax Five

    • Hospital Outreach

    • Community Promotion


Fax five

Fax Five

  • Direct marketing initiative aimed at health professionals.

    • Phase I: Promotional folder and 5 fax referral forms placed in the May/June issue of Ohio Medicine.

    • Phase II: Peer Writing Campaign utilizing the Quit Line’s Advisory Panel. Sent personal letters and 5 fax referral forms to 25,970 health professionals in March, 2007.


Hospital outreach

Hospital Outreach

  • A hospital-focused outreach program funded in March, 2006.

  • 51 hospitals received a small stipend to institute a fax referral process.

  • Rigorous training component

    • Daylong in-person training

    • 5 one-hour training calls


Community promotion

Community Promotion

  • Health professional training program conducted by community tobacco control grantees.

  • Beginning January, 2007 all 50 OTPF community grantees were required to “Promote Ohio Quits” including distribution of and training related to health professional quit kits.


Evaluation

Evaluation

  • Evaluation Period June ’06 – Oct. ’07

  • Fax referral forms including tracking codes for each initiative

  • Fax referrals not tied to study initiatives were treated as “other”


Fax referrals received june 2006 october 2007

Fax Referrals ReceivedJune 2006 – October 2007


Fax five1

Fax Five


Outreach

Outreach


Community

Community


Referrals enrollments

Referrals ≠ Enrollments


Examining the unreachable rate

Examining the “Unreachable” Rate


3 rd call dispositions for the april 2007 unreachable fax referrals n 368

3rd Call Dispositions for the April 2007 “Unreachable” Fax Referrals (N=368)


Comparing fax and traditional enrollments

Comparing Fax and Traditional Enrollments


Ohio s fax referral initiatives reach enrollment and participant characteristics

Note: Bold values indicate a cell count that was higher than expected values; italicized values indicate a cell count that was lower than expected values, p<0.001.


Ohio s fax referral initiatives reach enrollment and participant characteristics

Note: Bold values indicate a cell count that was higher than expected values; italicized values indicate a cell count that was lower than expected values, p<0.001.


Reach

Reach

  • The three initiatives dramatically increased fax referral to the Ohio Tobacco Quit Line.

    • 68 referrals per month during year before initiatives

    • 412 referrals per month during study period

    • Fax Five: cost-effective, least sustainable

      • Can kick-off fax referral expansion

    • Community: slow growth, most sustainable


Enrollment

Enrollment

  • 23.6% of fax referred individuals enrolled

  • 18% actively declined enrollment (information only or declined all service)

  • Based on one-month disposition data

    • An estimated 40% of fax referrals passively decline enrollment (do not return voice mail or personal messages left by Quit Line)

  • Raises questions about patients actual readiness to quit.


Participant characteristics

Participant Characteristics

  • Fax referred individuals were more likely to be lower educated, to be uninsured and to have public insurance.

  • Compared to non-fax enrollments driven largely by media efforts, costs per enrollment were much higher for fax referrals.


Ohio s fax referral initiatives reach enrollment and participant characteristics

Questions?

Willett J, Hood N, Burns E, Swetlick J, Wilson S, Lang D, Levinson A. Clinical Fax Referrals to a Tobacco Quitline: Reach, Enrollment and Participant Characteristics. American Journal of Preventive Medicine;36(4):XXX–XXX; April 2009.


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