A case study for redesigning tobacco cessation services: : Gaining critical insights from current and former smokers

• Autores: Marietta Dreher, Barbara Schillo, Molly Hull, Valerie Esqueda, Andrea Mowery
• Localización: Social Marketing Quarterly, ISSN-e 1539-4093, Vol. 21, Nº. 4, 2015, págs. 200-213
• Idioma: inglés
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• Resumen

  • While many smokers are aware of the dangers of smoking and want to quit, the use of evidence-based cessation services remains low. At the same time, interest in new technologies to support quitting is increasing. This case study presents an initiative that sought to understand the needs of current and former smokers in Minnesota, United States, as part of an effort to redesign tobacco cessation services and engage more smokers in the quitting process. Current and former smokers were recruited to participate in a two-phase formative research study. Phase 1 (n = 37) used an online bulletin board and a mail-in work group. Phase 2 (n = 26) used traditional focus groups. Five major themes emerged from the research: (1) smoking is a significant part of a smoker’s identity, (2) a smoker’s readiness to quit varies, (3) many smokers need help in tipping the scale toward quitting, (4) smokers have differences in quitting styles, and (5) smokers seek barrier-free services. These research findings provide key insights that can be used to redesign cessation services to better meet the needs of smokers. Cessation services and promotional messaging should acknowledge the significant role that smoking plays in the identity of smokers, recognize the importance of a smoker’s readiness to quit, and respect differences in quitting styles. Guidelines for redesigning services based on this exploratory research are offered