Loading in 2 Seconds...
Loading in 2 Seconds...
London Stop Smoking Conference 7 th February 2011 Pete Thompson Interim head of Behaviour Change, CSL. Recruitment to smokefree services
Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.
7th February 2011
Interim head of Behaviour Change, CSL
Areas within the PCT with a high penetration of R&M workers were targeted for field marketing.
Identified by EMO ‘heat maps’.
Pharmacy and ASDA activity were better than roving activity at converting
contacts into leads – principally driven by immediate referrals.
Using SMS follow-up method appears to improve conversion rates:
The average lead said they were now motivated at a score of 8 on a scale of 1 -10 :
Consult LSSS earlier in the process and use their knowledge of local area to optimise timing and location of activity
Set up a panel of LSSS to engage in planning
Understand what PCTs want - do they want F2F activity? what type of activity do they want?
Give LSSS the option of what acquisition and follow up method they use
Map local, regional and national activity and share with LSSS to avoid clashes in activity
Encourage involvement at F2F activity – face to face teams should contact LSSS before activity to talk through the day
Provide mechanism for LSSS to feedback on F2F activity to drive engagement
Provide additional resource for follow up
Make business case for all LSSS to have electronic databases
Provide additional resource for lead tracking
Standardise data tracking sheets
Deliver leads to LSSS electronically where possible
Schedule data requests so they do not coincide
Investigate potential of populating tracking sheets with unique number
Run face to face briefings with LSSS
Issue briefing pack to support face to face brief
Sell in the benefits of the campaign
Include a description of the activity/follow up/ data capture - clearly outline roles and responsibilities
Have a single point of contact for pushing out information
Provide data capture sheets and a description of data required at initial briefing and emphasis importance
Street roving very good at engaging with large numbers of smokers, but conversion to quit is relatively poor. Room for improved contact management to encourage access to service at later date when smoker ready.
Engaging clearly good but justification of spend v impact on actual quits?
Static stands in areas with high prevalence of routine and manual smokers deliver lower volume than roving but more effective in conversion to quit.
Because individual smokers are on a journey, there are times when they are more motivated to quit than others.
Vary from smoker to smoker, when recruiting smokers to services they may not be sufficiently motivated immediately, so services would benefit from effective contact management strategy
In spring 2010, ten mystery shop calls were made to each of the 29 stop smoking services in London
At the first attempt, six in ten (63%) were able to speak to a call handler. For the 102 calls which were answered by a machine, 100 were able to leave a message.
53% of those leaving a message on the machine were not called back within a seven day cut-off period
Only 28% were called back within 24 hours.
Feedback about the call handlers themselves is quite positive – they are considered to be friendly and succeed in making the callers feel comfortable. However, helpfulness. Knowledge and enthusiasm could be improved
Four in ten callers were given the opportunity by the call handler to book an appointment with an advisor or group while three in ten were provided with a number or encouraged to call the service back.
Of those who were given the option of postal information, four in ten had still not received anything after the 7 day cut-off point. SSS must ensure that any information requested gets to the callers efficiently. Potential quitters may lose determination if requested help is not forth coming
Business case for regional level recruitment campaigns not clear
Costs v number of quits not compelling, but data issues…
Paper based contact management system needs to be replaced by electronic if ever to be properly effective
£ value of engagement?
If planning on street or location based recruitment activity use geo demographic tools such as ACORN to help target the correct locations for recruiting routine and manual workers if don’t know local area well
Understand the costs at a local level of different methods of recruitment of smokers to services, bearing in mind health inequalities
Costs of retention vs acquisition – is the balance of resources correct?
How cost effective methods of recruitment can be expanded to provide more leads
Database ability to accurately record details of ‘prospects’ from recruitment to outcome and seamlessly allow transfer of data
At times when have more potential recruits to stop smoking services than resource to deal with immediately have a contact strategy in place to keep prospects warm, for example, text a confirmation acknowledging contact and follow up phone calls.