1. Arizona Department of Health Services - Tobacco Education and Prevention Program Comparison of Web-based & Telephone-based Tobacco Cessation Clientele Pamela Powers, MPH, Thomas M. Wentzel, Ph.D., Sue Larsen, Erik Baker Network for Information and Counseling - Arizona Smokers’ Helpline Mel & Enid Zuckerman Arizona College of Public Health National Conference on Tobacco or Health, San Francisco, Calif., Nov. 20, 2002

2. Arizona Department of Health Services - Tobacco Education and Prevention Program Telephone vs. Web Support  Telephone Support –Arizona Smokers’ Helpline  Telephone-based cessation information, counseling, referrals, and self-help publications  Serving Arizona residents since Jan. 1996  Web Support –ASHLine.org  Web-based cessation information, e-mail counseling, interactive decision-making tools  Serving Arizona residents since Nov. 1998

3. Arizona Department of Health Services - Tobacco Education and Prevention Program ASHLine.org Readiness Triage  Ready to Quit  Interactive calendar helps users build a two-week quit plan based upon a future quit date  Links to relevant fact sheets  Thinking about Quitting  Decision-making tools analyze usage and habits (Why Smoke? How Addicted are You? Cost/Cigarette Calculators)  Links to relevant fact sheets  Want to Stay Quit  Calorie Counter, Cost and Cigarette Calculators  Links to relevant fact sheets

4. Arizona Department of Health Services - Tobacco Education and Prevention Program ASHLine.org Information for Non-Smokers  Non-Smoker Looking for Information  “Helping a Loved One Quit” slide show  Fact sheets on NRT and withdrawal symptoms  Healthcare Provider Looking for Information  “Nicotine Addiction: Bio-Psycho-Social Aspects of Addiction” slide show  Fact sheets on NRT and withdrawal  Link to Arizona Healthcare Partnership on TEPP.org  Link to AHRQ guidelines

5. Arizona Department of Health Services - Tobacco Education and Prevention Program

6. Quitting Calendar

7. Arizona Department of Health Services - Tobacco Education and Prevention Program Website Evaluation Measures  Automated statistics –Hits, visits, unique visitors per page –IP address of origin, referring Website –Minutes per page and more  Online client readiness triage  Voluntary user survey (demographics)  Tracking usage of interactive features –Hits per exercise –Answers supplied on interactive forms

8. Arizona Department of Health Services - Tobacco Education and Prevention Program Telephone vs. Web Clients  ASHLine.org uses open communication model. Users are not required to register to use interactive functions.  Compared telephone and Web clients (Nov. 2001 - Sept. 2002), after redesign of Website was launched for Smokeout. –9281 Web users clicked the readiness triage –755 Web users answered voluntary survey –3158 people completed Helpline client intake

9. Arizona Department of Health Services - Tobacco Education and Prevention Program Telephone vs. Web Clients  More anonymous clients used Website –50-60% of Helpline callers become clients –0.4-1% of user sessions resulted in e-mail to counselors. (E-mail button is on every page.)

10. Arizona Department of Health Services - Tobacco Education and Prevention Program Client Demographics  Gender –Web: 58% female41.1% male0.9% missing –Phone:61% female38.9% male0.1% missing  Age –Web:12-78 years (average age 38 years ) –Phone:10-84 years (average age 43 years )  Average number of years of education –Web:14 years –Phone:13 years

11. Arizona Department of Health Services - Tobacco Education and Prevention Program Ethnicity

12. Readiness to Quit

13. Arizona Department of Health Services - Tobacco Education and Prevention Program Cessation Recruitment

14. Arizona Department of Health Services - Tobacco Education and Prevention Program Conclusions  Anonymity –More anonymous clients used Website than Helpline (99.6% vs. 52% in FY 01-02)  Readiness to quit –Higher proportion of Helpline clients were ready to quit (49% vs. 36%) or thinking about it (27% vs. 17%) –Higher proportion of Web users were non-smokers looking for information (30.4% vs. 11.5%)  Users of both services didn’t vary significantly in gender, age, education

15. Arizona Department of Health Services - Tobacco Education and Prevention Program Conclusions  Caucasians using both services more often –Usage disproportionate to state population  Even though both services were advertised on TV during 3 of the 11 months of this analysis… –Web users more likely to learn about ASHLine.org from a Web search (40%) or print material (23%) –Helpline clients were more likely to learn about Helpline from a local tobacco project (15%), radio, (14%) or friends (13%)

16. Arizona Department of Health Services - Tobacco Education and Prevention Program Arizona Smokers’ Helpline 1-800-55-66-222 www.ASHLine.org Slides available at: www.TEPP.org/presentations/index.html Mel & Enid Zuckerman Arizona College of Public Health University of Arizona, Tucson, Arizona