OCTOBER 2025 ISSUE

Since 1997, Vicki Huntington has dedicated her career to commercial tobacco prevention and treatment, a path that began at the American Lung Association of Gulfcoast Florida. It was there that she developed a lasting passion for addressing tobacco-related disparities, particularly those rooted in the tobacco industry’s history of targeting communities. This passion is deeply personal, shaped by the stories of her great-uncle, a WWII veteran who became addicted to nicotine through the free cigarettes included in his military rations. As a child, she watched and encouraged his repeated quit attempts, even as his health declined from heart and lung disease—an experience that continues to fuel her commitment to this work today.

In 2001, she joined the Wisconsin Department of Health Services, where she has served as Policy Analyst, Youth Programs Coordinator, and Disparities Coordinator before stepping into the role of Section Chief/State Program Manager in 2008. Over the years, she has led with vision and resilience, ensuring that programs not only combat tobacco use but also center equity and reach the communities most impacted. Her journey reflects both professional expertise and a deeply personal connection to the mission of reducing the harms of commercial tobacco.

Vicki and the Wisconsin tobacco treatment team of Keri Schneider, Karen Conner, and Kate Kobinsky offered their perspective in response to several questions exploring the current landscape of the Quitline program in Wisconsin.

In what ways has your Quitline program evolved over the past five to ten years—whether in terms of technology, outreach strategies, client engagement, or funding—and what prompted those shifts?

Over the past decade, the Wisconsin Quit Line has transformed from a primarily phone-based service into a multi-modal program designed to meet participants where they are. Key changes include the addition of digital tools like texting, web learning, and mobile platforms, along with expanded options for connecting with coaches through phone, chat, text, and group settings. To streamline provider referrals, the program shifted from fax-based systems to integrated, closed-loop referrals within electronic health records across several health systems. The Quit Line has also deepened its focus on priority populations and emerging issues through initiatives such as the American Indian Quit Line, youth and young adult vaping cessation (Live Vape Free), and targeted support around menthol and e-cigarette use. Additionally, training and technical assistance have broadened to behavioral health, substance use, and correctional settings via the Wisconsin Nicotine Treatment Integration Project (WiNTiP), with Quit Line referrals serving as a core component of that work.

What emerging opportunities and potential challenges do you foresee for Quitline services over the next few years, particularly in relation to Medicaid coverage, digital engagement, or population health priorities?

Looking ahead, Quitline services face both challenges and opportunities in adapting to a shifting landscape. Key challenges include the rapid emergence of new products like nicotine pouches and cannabis, continued low engagement with digital coaching formats such as chat, text, and video, and persistently low provider referral enrollment rates. At the same time, there are promising opportunities to strengthen Quitline impact through greater integration with social service organizations, expanded use of AI, and further research on emerging products. Advancing EHR-based, closed-loop referrals remains a priority, with efforts to improve clinician trust by ensuring timely feedback on patient connections. Additional opportunities include linking Quitline services with lung cancer screening programs in a bidirectional approach, which could simultaneously enhance cessation support and early detection of disease.

If you could offer one piece of advice to professionals newly entering the Quitline field, what insight or lesson would you share from your experience managing a program?

For professionals new to the Quitline field, the key advice is to take full advantage of the strong, collaborative community. Organizations like NAQC, state programs, service providers, and researchers are eager to share expertise and resources. Equally important is investing in strong relationships with referral partners—when partners understand the Quitline process, receive timely feedback on referrals, and trust that their patients are well supported, their engagement and commitment increase significantly.