Case Study: National Telehealth Smoking Cessation Programme

Background

The Challenge

The New Zealand government is aiming for fewer than 5% of the population smoking by 2025 with their Smokefree Aotearoa 2025 initiative.¹
Currently, nearly 85% of New Zealanders are smokefree and smoking rates contiue to decrease. However, 6.9% of adults (300,000 people) are still daily smokers (smoke at least one cigarette every day) and 8.4% (363,000) are still current smokers (smoked more than 100 cigarettes and smokes at least monthly).²
Tobacco use is one of the leading risk factors of disease, and smoking—as an addictive behaviour—requires specific behaviour change techniques for long-term success in cessation.

Our Behaviour Change Approach

We engaged with the Master of Analytics program at a New Zealand University to incorporate machine learning models to better identify individuals at most risk of relapse in their smokefree journey.
The intervention was developed through co-design sessions with service users and a national telehealth service provider.
A framework was developed and interventional content was based on empowering behaviour change for smoking cessation.
The intervention involves a multichannel approach:
- Motivational SMS sent at identified at-risk times of day for smoking
- Behaviour change focussed call guides
- Upskilling call centre agents in motivational interviewing techniques

A targeted and personalised programme is delivered to anyone who signs up to the programme:

Behavioural profiling questionnaire to assess perceptions towards smoking and mindset towards quitting
Proprietary technology assesses individual responses and determines a personalised intervention plan using their current perceptions and mindset towards smoking
Core cessation intervention is delivered as a bespoke SMS journey that targets the individual's highest priority of relapse risk factors (e.g., social environment) at the times of day identified as risk times for smoking based on questionnaire responses
Additional phone support is provided to those who call the national line.

Average 12-month cessation success rate is more than double for those on the programme compared to those who are not.
Programme cessation success rate is 29% vs non-programme cessation success rates of approximately 12%.³

Learn more about our personalised, multichannel behaviour change solutions.

References