Zyban Support Programme


The Results

The following was obtained from completed surveys and consumer feedback:

  • 60% of respondents said they were now completely smokefree
  • 90% of respondents said they would recommend Zyban and the support programme to a friend or relative trying to quit smoking
  • 69% of smokers who received the acquisition emails decided to try Zyban

Background

In 2001, the stop-smoking drug Zyban was relaunched by GSK into the New Zealand market. A key part of relaunching this product was a multi-channel support programme consumers signed up for when starting the medication.

Previously, the support programme consisted of an information booklet that encouraged consumers to read and complete details progressively over the 3 month quitting period. Feedback showed this booklet-based programme wasn’t meeting all the needs of consumers – and for many people required too much of a proactive effort.

Also there was a strong need to close the loop with consumers and collect feedback on how effective both Zyban and the support programmes were.

Objectives

  • Increase the number of people who take Zyban for the minimum required period (7 weeks)
  • Increase the number of people who successfully quit smoking with Zyban through a stronger support programme
  • Increase the perceived value of Zyban by those on the programme so they will recommend it to other smokers
  • Collect information on the effectiveness of the programme and why people do or don’t successfully quit smoking
  • Minimise the per-consumer costs of running the support programme

Approach

A direct mail and sales rep campaign launched the support programme to doctors.

When purchasing their first Zyban pack from the pharmacy, consumers received a card with an overview of the support options – and details to sign up via call centre or web.

The three support options were:

Main Support Programme
Consumers could receive the main Zyban Support Programme by email or print booklet. If selecting email, they could also nominate a support partner. Both the smoker who was quitting and their support partner received support emails during the course of the Zyban prescription period. The emails were timed with the stages a patient goes through while quitting – and support partners received a different set of emails focused on how best to support their friend or family member during this period

Pill and Prescription Reminders
A reminder service was offered that notified consumers daily via email or mobile text message to take their pill or renew their prescription. Consumers could select the channel and specify what time of day they wanted to be reminded.

Quit Support Call
Consumers could also choose to receive a support call three days after they first stopped smoking

Two online surveys were automatically sent by email after three and six months.

What they learnt

  • Email, web and mobile are effective channels for providing support and increasing compliance
  • By using smart technology to automate a programme, it’s possible to cost-effectively deliver sophisticated multi-channel communications that are tailored and timed to meet the needs of individuals
  • Email and web surveys provide an effective channel to close the loop through automated follow-up
  • Support plans increase compliance substantially
  • Survey feedback from consumers showed that they valued the extra effort taken by GSK to provide a menu of flexible support tools they could choose from

How Touchpoint Technology Helped

Sign up process: The support programme sign up process was automated via the web. Initially the call centre also signed people up over the phone using the same form

Triggered communications: The Touchpoint marketing automation server scheduled over 60 different communications via email, mobile, direct mail and the call centre based on the different prescription start dates of each consumer – and the support options selected

Preferences: As the programme was automated, consumers had control to opt-out of the support programme or change preferences for delivery of reminders

Surveys: The three and six month surveys were automated and experienced strong response rates




Campaign
Zyban Support Programme

Company
GlaxoSmithKline

Agency
Brave New World

Channels
Touchpoint implemented/managed the following components of the campaign:

  • Email
  • Text messaging
  • Web

Target audience
This campaign was targeted at consumers who had been prescribed Zyban.

Other components
  • External call centre
  • On-pack