Promoting a Smokers' Quitline in Ontario, Canada: An Evaluation of an Academic Detailing Approach

Kirst M, Schwartz R. Health Promot Int. 2013 Jun 13. [Epub ahead of print]

This study evaluated the impact of an academic detailing program to promote the quitline in Ontario, Canada. Trend analysis of quitline administrative data were analyzed, as well as qualitative interviews with quitline stakeholders (e.g., academic detailing program staff, regional tobacco control stakeholders, and quitline program experts). Outcomes included number of fax referral partners and referrals received, and quitlien reach. Results showed that fax referrals increased since program inception. However, there were barriers to engagement of program partners. In addition, overall reach of the quitline has not increased over time. The authors conclude that while an academic detailing approach can have some success in increasing fax referral program integration in healthcare settings, a more effective strategy may involve a comprehensive promotional approach, incorporating academic detailing, media, and the provision of free medications.