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Building Relationships with Smokers & Quitters Through Databases

This breakthrough group aims to develop database-driven mechanisms to support smokers and quitters in their journey. Explore innovative opportunities in relationship marketing, specialized communities, and communication tools to create personalized and engaging networks.

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Building Relationships with Smokers & Quitters Through Databases

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  1. Building Relationships with Smokers & Quitters Through Databases Sean Bell

  2. Purpose of Breakthrough Group • Develop Database-driven mechanisms for engaging smokers and those who have quit in ways that positively support the journey.

  3. Breakthrough GroupAction Steps • Reviewed HIPAA issues • Permissions-based marketing still challenging because of PHI • Evaluated relationship marketing with specialists (e.g. WOMMA, Porter Novelli) • Considered models for interaction • Single “Database” Model not optimal • Models that are “peer to peer” focused offer more opportunity with less risk

  4. Key Opportunities for Innovation • Build on Major trends • Growth in blogosphere & RSS (i.e. “push”) • Development of Specialized Communities within the Social Web (“pull”) • Increasing number of communication tools • Mobile, Internet, Email, Podcasts • Determine key mechanisms for consumer “network building” • Create database-driven models that are not monolithic; • Use Web to engage; • allow consumers to choose how to connect • Allow consumers to create networks between themselves

  5. Reaching Disparate Populations • Given tech. focus, the issue of access is key • Consider options outside of the PC/Web • Mobile, IVR, teleconference

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