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Media Outreach to Health
Care Providers – 10/5/04
Q: A state health department would like
help on using media for outreach to health care providers.
Have any state tobacco control programs designed any media
(print ads in particular) targeting health care providers
around promoting cessation activities (assessment of tobacco
use status, referral to Quitline, etc)?
A: Five states responded that they had developed
print materials targeting health care providers or have plans
to pursue such a project:
- Delaware has put a print ad in the Delaware
Medical Journal to get providers to refer their patients
who smoke to use its Quit Line. The state is also developing
a provider package intended to give information to healthcare
providers to encourage them to refer patients to the Quit
Line. The package will contain Quit Line quit rates, information
about the services offered, state-specific smoking stats,
and general tobacco facts. The package will also include
provider specific fact sheets (tobacco and heart problems
for cardiologists, smoking and oral health for dentists,
smoking and youth for pediatricians, etc) and several Quit
Line resources (a copy of the state’s Quit Line brochure,
a poster with the Quit Line number and prescription pads
with the Quit Line number).
- Georgia has both print ads and a Quit
Line brochure specifically for physicians.
- Alabama partnered with other chronic
disease programs to place an ad in a medical journal sent
to providers statewide; the ad was more general because,
at the time, the state did not have a Quit Line.
- Nevada has not designed any media specifically
targeting health care providers, but has plans to do so
with the enhances grant for the state Quit Line, Nevada
Tobacco Users' Helpline.
- Oklahoma also plans to produce print
ads targeting health care providers in the near future to
promote the Oklahoma Tobacco Helpline.
- Oregon’s Tobacco Prevention and
Education Program (TPEP) has developed provider brochures,
prescription pad and reports targeting health care providers
to promote the Quit Line. (Click here
to find examples.) The Oregon Asthma Program (OAP) has provided
health plans with electronic drop-ins and a print publication
to be distributed to health care providers to promote the
Quit Line to patients with asthma who smoke; OAP is also
currently developing print materials for providers to use
that specifically target smokers with asthma and their caregivers.
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