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| |  New Study Shows Personalized Program Increases Smoker's Success in Quitting BEIJING, August 27, 1997 -- Results of a new study show that using computer technology to tailor a mass produced program to individual smoker's needs doubles the success of quit smoking attempts with over-the-counter nicotine replacement therapy, reported researchers at the 10th World Conference on Tobacco or Health held in Beijing. The study sponsored by SmithKline Beecham Consumer Healthcare followed 3,800 US consumers who used Nicorette(R) nicotine gum to stop smoking. The personalized computer-generated behavior change program, Committed Quitters(R), is available with purchase of Nicorette nicotine gum or NicoDerm CQ(TM) nicotine patch. Speaking for the researchers, Saul Shiffman, Ph.D., Director of the Smoking Research Group at the University of Pittsburgh, today told the international conference that smokers who enrolled in the Committed Quitters program had a 50% increase in quitting smoking versus those who used nicotine gum alone. According to Dr. Shiffman, more than one-third (35.6%) of the enrollees were able to quit smoking for six weeks with the help of the program and nicotine medication compared with one-quarter (23.7%) who quit with nicotine gum alone. The study also showed that there was no incremental benefit to adding a counseling telephone call with Committed Quitters materials. "With the increased availability of effective nicotine medications such as SmithKline Beecham's Nicorette nicotine gum and NicoDerm. CQ nicotine patch in the U.S. OTC market, there was a necessity for effective behavioral treatment," explains Dr. Shiffman. "One-size-fits-all booklets have limited effectiveness; Committed Quitters provides individually tailored materials that the smoker can easily use at his/her own discretion." Unlike standard pamphlets that offer smokers common-sense advice and best wishes, Committed Quitters addresses smokers' personal challenges. The program surveys people about their smoking history and reasons for quitting. Their responses are then entered into a computer program that provides smokers both general and specific information that will best help them quit. Added Dr. Shiffman, "This method provides personalized counseling much like that given in a face-to-face encounter with a healthcare professional, and now we've demonstrated that this approach works." Research shows that while nearly three-quarters of US smokers want to end their dependence on cigarettes, few actually do. Health care companies and public health organizations continually seek out accessible and effective ways to convince smokers to stay committed to their goal. The experience of the Committed Quitters program suggests that computer technology can enhance the effectiveness of easily produced written materials and improve smokers' success with OTC nicotine medication. SmithKline Beecham discovers, develops, manufactures and markets pharmaceuticals, vaccines, over-the-counter medicines and health-related consumer products, and provides healthcare services including clinical laboratory testing, disease management and pharmaceutical benefit management. More information on: Nicorette, SmithKline Beecham
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