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NAQC Newsroom: Research

Evaluation of a direct mailing campaign to increase physician awareness and utilization

Tuesday, January 11, 2011  
Posted by: Natalia Gromov

Mathew M, Goldstein AO, Kramer KD, Ripley-Moffitt C, Mage C. Health Commun. 2010 Dec;15(8):840-5.

This study evaluated the effectiveness of a small-scale educational and promotional campaign designed to increase health care providers' awareness and utilization of a state tobacco cessation quitline fax referral service. The campaign included a direct mailing of fax promotional materials to 6,197 health care providers in North Carolina. An 8-month follow-up survey was mailed to a 10% random sample of family physicians, pediatricians, dentists, and orthodontists who were sent the promotional materials. Valid surveys were returned by 271 providers (response rate = 46%). Forty-four percent of respondents remembered receiving the mailing, and 40% reported familiarity with the fax referral service. While only 3.5% of respondents reported referring a patient to the quitline using the fax referral service in the previous 6 months, nearly one-third reported an intention to use the fax referral service in the future. This pilot campaign increased awareness of the fax referral service more than service utilization. The authors conclude that results of this study can help guide the development of future fax referral promotional campaigns to increase clinician access to and utilization of state quitlines.

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