New Peer-to-Peer Website in US Encourages Chantix Users to 'Pass Quit On'
Reprint from Pfizer World, March 29, 2012
Smoking has always been a social activity, which is one of the reasons it is so hard to stop. With Pfizer's new Pass Quit On website, quitting can be social, too.
Launched in January, this peer-to-peer initiative enables visitors to send a personalized "Quit Kit" that contains useful advice and unbranded tools to help friends as they start their quitting process. It also includes a special savings offer for friends and family through email, Facebook or Twitter.
"Ex-smokers love to share their stories in the hope of inspiring others, and ex-smokers who quit with the help of Chantix can be powerful champions for the brand," said Robin Mandelbaum, Senior Manager, Chantix US Marketing. "By including an easy-to-use kit that helps smokers jump-start their quit plan and combining it with the savings coupon that can be used if the friend's doctor prescribes Chantix, we give advocates something of tangible value to offer, so they are less likely to be seen as nagging."
Research shows that 63 percent of smokers who quit using Chantix have influenced someone else to use the medicine, and of those who were influenced, 71 percent actually used Chantix.
"We thought that if we could make it easier for people to share their experience with friends and family, it would benefit everyone," said Rachel Olderman, Director/Chantix Team Leader. "Ex-smokers would have a way to share their success stories, more current smokers would be encouraged to quit and to seek help from their doctors, and it would help us attain scale by harnessing the power of Chantix advocates."
The Chantix team is initially driving traffic to the site by emailing the team's extensive internal database, which includes enrollees in GETQUIT, Pfizer's smoking cessation patient support program; ex-smokers who have reached out to Pfizer to share their Chantix stories; and others who have expressed an interest in receiving information.
"Smoking and quitting are both strongly influenced by social networks," said Mandelbaum. "Using social networking tools is a great way to dramatically expand our reach in a cost-effective way."