Reducing Tobacco Use & Factors affecting Reach of the Maine Tobacco HelpLine

1. Reducing Tobacco Use & Factors affecting Reach of theMaine Tobacco HelpLine Tim Cowan, MSPH Director, MaineHealth Health Index Initiative on behalf of the Healthy Maine Partnerships, and the Partnership For A Tobacco-Free Maine March, 2012

2. Acknowledgements • Partnership for A Tobacco-Free Maine • Dorean Maines (Director) • Center for Tobacco Independence • Sandi Kazura, MD- Medical Director • Ken Lewis- Executive Director • Program Managers • HelpLine Specialists

3. Topics Will Cover • Prevalence of Smoking in Maine • Review of PTM’s Comprehensive Tobacco Treatment Program • HelpLine Reach • What is the level currently? • What Factors Contribute to it?

4. Smoking Prevalence Decreasing, but still lot of work to do

5. % Adult Smokers: Maine vs. U.S.- ‘06/07

6. High Nicotine Dependence in Maine • The maps on the next three slides present data for variables that all indicate the level of nicotine dependence in a state. Illustrates where the hard-core smokers live. • % smokers who have first cigarette within 30 minutes of waking • Mean number of cigarettes per day • % smokers who are daily smokers • Patterns are similar in all three maps- Maine among the highest, grouped with Appalachian and tobacco growing states.

7. High Nicotine Dependence in Maine

8. High Nicotine Dependence in Maine

9. High Nicotine Dependence in Maine

10. % Adult Smokers- 2010

11. Maine-CDC, DHHS: Partnership For A Tobacco-Free Maine Estab 1997 Partnership For A Tobacco-Free Maine’s ComprehensiveTobacco Treatment Program Maine Tobacco HelpLine Aug 2001-Current Tobacco Treatment Training 2002 - Current Cessation Medication Program Sept 2002- Current

12. Maine Tobacco HelpLine • Administered by MaineHealth, Center for Tobacco Independence (CTI) • Hybrid Service Delivery Model • Free & Clear: registrations, initial counseling sessions, some ad-hoc • CTI: proactive, outbound counseling calls, full service for fax referrals, most ad-hoc, program evaluation • Use Free & Clear protocol, data system, and print materials

13. Maine Tobacco HelpLine, con’t • Intended for tobacco users • planning to quit in next 30 days, or • currently in quit attempt • Up to 4 scheduled counseling sessions, plus unlimited ad-hoc (inbound) calls • CTI HelpLine Specialists • All trained in intensive tobacco treatment • Ongoing training, case reviews, quality impr.

14. Medication Program: FREE NRT • Eligible via HelpLine if… • 18+ yrs age • Have no NRT-use exclusions • Uninsured OR insurance not cover cessation rxs • AND enroll in multi-call counseling program • Patch, gum, lozenge • 30-day supply per “authorization” • 8 weeks NRT total- Sept 2002- Dec 2008 • Pilot of 12 weeks NRT total- _______ 2009 • “Authorization” process. • HelpLine send auth. to pharmacy benefit manager (PBM) • PBM coordinates with selected pharmacy • HelpLine caller picks up at pharmacy they selected.

15. Definition Used in Presentation Number Adult Tobacco Users Registered with Maine Tobacco HelpLine in XYZ time period (from HelpLine System) Reach Rate (Percent) = Estimated Number Adult Smokers in Maine in XYZ time period (based on Maine Behavioral Risk Factor Surveillance System: % who report that currently smoke cigarettes)

16. HelpLine Reach Consistently High In Fiscal Year 2010, Maine One of Only Nine States with Reach >3% Next slide shows HelpLine Reach 2002-2009 • Colorado • Iowa • Maine • Montana • New Mexico • New York • Oklahoma • South Dakota • Wyoming Target for 2015= 6% Reach in U.S. North American Quitline Consortium (U.S. states & Canadian provinces)

17. Tobacco Users Calling HelpLine HelpLine’s reach rate consistently one of highest for U.S. quitlines. In 2008- 75% of states reported quitline reach <2%.

18. Multi-pronged Approach= Success for Reach of HelpLine • Supportive Culture in Maine for tobacco prevention, control & treatment • Broad-based Promotion of HelpLine • Medication Program Linked to Maine Tobacco HelpLine • Tobacco Treatment Training for professionals interacting with tobacco users • Surveillance and Evaluation

19. Supportive Culture Tobacco Legislation in Maine Cigarette Tax ME Laws Banning Smoking 1981 Public meetings 1983 Court houses • Stores 1986 Most workplaces 1989 Hospitals, except psychiatric patients and psych. hospitals 1991 1997 1999 Restaurants 2001 2003 Bars • Most loopholes closed 2007 School grounds 2009 Public beaches, outdoor eating State tax to $0.37 State tax to $0.74 State tax to $1.00 State tax to $2.00 Federal tax to $1.01

20. Supportive Culture Strong Advocacy Support Many organizations and individuals • American Lung Association- Maine • American Cancer Society • American Heart Association • Health Policy Partners • Maine Public Health Association Result: Continued legislative support & funding for PTM comprehensive programs, HMPs- 1998-Current.

21. Supportive Culture Advancements in Tobacco Treatment 1996 Maine Medicaid began coverage of NRT medications 1997 Partnership For A Tobacco-Free Mainecreated 2000 Maine CDC, Fund For A Healthy Maine- tob settlement $ Maine Medicaid created add-on reimbursement for counseling • June- PTM Comprehensive Tobacco Treatment Program began Aug- Maine Tobacco HelpLine Launched Basic Treatment Trainings (Conferences) began 2002 Sep- Free NRT available via HelpLine Sep-Oct- 4900 Clinicians mailed tobacco treatment toolkits Nov- Clinical Outreach full speed ahead

22. Supportive Culture Clinician Support for Quitting Among Maine smokers with a clinical visit in the past 12 months… % who reported clinician advised them to quit 2nd highest in US. Tobacco Use Supplement of Current Population Survey 2006/2007 • For BOTH Physicians & Dentists • Percents advised in Maine significantly higher than US percents.

23. High Nicotine Dependence in Maine

24. Yet one of highest % of quit attempts

25. And better success with abstinence

26. Supportive Culture: Tobacco Users Quitting Maine 1 of only 8 stateswhere there was a significant increase in the % of 30+ yr old “Ever Smokers” who have quit (1992/93 vs. 2006/07) (Tobacco Use Supplement, Current Population Surveys) Ever= Both Current and Former Smokers Stars on map on next slides indicate these 8 states

27. Eight states still leaders: more smokers made quit attempts in 2006/2007 = significant increase in “Ever smokers” who quit 92/93 vs. 06/07

28. % Ever smokers quit vs. dependence = significant increase in “Ever smokers” who quit 92/93 vs. 06/07 None of the eight states from the Appalachian region

29. Supportive Culture: Quitters Using HelpLine Tax Increase = Calls

30. Broad-based promotion of HelpLine Partnership For A Tobacco-Free Maine Health District Tobacco Coordinators Community Orgs. Employers Healthy Maine Partnerships Insurance Companies Friends & Family Healthcare Orgs. Direct Media Past Callers

31. Broad Based Promotion: • Health Communications Interventions • Multiple types of media addressing tobacco use • TV, Radio, Internet, Newspapers, Telephone Books, Pamphlets, Posters • HelpLine specific ads • Other ads addressing tobacco have tag- Maine Tobacco HelpLine number • Motivational and Awareness Ads

32. Media: Impacts HelpLine Call Volume

33. Media: Impacts HelpLine Call Volume

34. Medication Program Linked to HelpLine Began Authorizing free NRT via HelpLine September 2002 NEVER advertised through traditional media. Tell clinicians free NRT available • Clinical Outreach, • Basics and Intensive trainings, • Other programs advertise NRT via HelpLine Word of mouth advertising.

35. Medication Program Linked to HelpLine In 2005- Surveyed Tobacco Users who: • enrolled in HelpLine counseling & • were authorized, by HelpLine, to get free NRT. Knowledge of Free NRT Influenced Decision to Call the HelpLine

36. NRT Program: Increased Counseling

37. Constellation of PTM Training Offerings Tobacco Intervention: Intensive Treatment Training Webinars Begin 2009 Helpers Program (proposed) Tobacco Intervention: Basic Skills Training Clinical Outreach

38. Tobacco Intervention:Basic Skills Training • Targets all professionals interacting with tobacco users • Teaching Goals: How to conduct Brief Tobacco Interventions • Appreciate the importance of asking about tobacco use for every patient/client at every visit • Learn basic assessment tools • Acquire skills on how to • Advise to quit • Encourage patient/client change • Learn how to assist with treatment planning • Achieve understanding of, and comfort with, referring to the Maine Tobacco HelpLine

39. Clinical Outreach One-hour, onsite education • Offered to medical and other clinical practices • Present tobacco dependence as a chronic, relapsing but treatable condition • Increase self-efficacy about effectiveness of their role in increasing quit attempts and quit success • Promote referrals to the Maine Tobacco HelpLine

40. Tobacco Treatment Training: Referrals

41. Encouraging Proactive Referrals Reason #1: Reach different subgroups of smokers via proactive referrals Compared Three Groupsof Tobacco Users

44. Encouraging Proactive Referrals Reason #2: Reach & Help MORE smokers 50%of tobacco users fax-referred receive services from HelpLine vs. 4% Calling into HelpLine on own

45. Multi-pronged Approach= Success for Reach of HelpLine • Supportive Culture in Maine for tobacco prevention, control & treatment • Broad-based Promotion of HelpLine • Medication Program Linked to Maine Tobacco HelpLine • Tobacco Treatment Training for professionals interacting with tobacco users • Surveillance and Evaluation

46. Sustaining & Expanding Volume • Strong advocacy groups- • to protect the Fund For A Healthy Maine • Keep tobacco treatment $$ levels • Continue work closely w/ PTM & Media Contractor • Expand provider referral systems • electronic referral systems for EMRs • Office system change interventions- maximize on referral opportunities • Referrals with discharge from hospitals

47. Contacts for more information • Partnership For A Tobacco Free Maine (NRT Program, Media, Community programs) • Director: Dorean MainesDorean.E.Maines@maine.gov • Center for Tobacco Independence (Comprehensive Tobacco Treatment Programs) • Exec. Director: Ken Lewislewisk1@mainehealth.org • Med. Director: Sandi Kazurakazura@mmc.org • HelpLine: David Spauldingspauld@mainehealth.org • Clinical Outreach: Cori Holtholtc1@mainehealth.org • Training: Fred Wolff wolfff@mainehealth.org • Evaluation: Tim Cowan cowant@mainehealth.org