MicroMass' Committed Quitters Program Wins Medical Marketing Association's International Award of Excellence.RALEIGH, N.C.--(BUSINESS WIRE)--June 4, 1998-- - Tailored Smoking Cessation smoking cessation Public health Temporary or permanent halting of habitual cigarette smoking; withdrawal therapies–eg, hypnosis, psychotherapy, group counseling, exposing smokers to Pts with terminal lung CA and nicotine chewing gum are often ineffective. Program for SmithKline Beecham Consumer Healthcare Achieves Significant Outcomes and ROI (Return On Investment) The monetary benefits derived from having spent money on developing or revising a system. In the IT world, there are more ways to compute ROI than Carter has liver pills (and for those of you who never heard of that expression, it means a lot). - MicroMass Communications, Inc., a leader in one-to-one relationship marketing, announced today that its Committed Quitters(R) patient education and compliance program for SmithKline Beecham's Nicorette(R) nicotine gum nicotine gum Nicotine polacrilex A masticant that slowly releases nicotine, ameliorating the effects of tobacco withdrawal and the intensity of relapse factors–eg, weight gain and NicoDerm CQ(tm) nicotine patch nicotine patch Nicotine transdermal delivery system Substance abuse A device used in smoking cessation Side effects Transient burning, itching–50%, erythema–14%; contact hypersensitivity–2.4%. See Nicotine replacement therapy. products has won a bronze International Award of Excellence (IN-AWE) from the Medical Marketing Association (MMA (Microcomputer Managers Association, Inc.) A membership organization with chapters throughout the U.S. that was devoted to educating personnel responsible for personal computers. It disbanded in 1996. Mma - A fast Mathematica-like system, in Allegro CL by R. Fateman, 1991. ). The IN-AWE awards, presented during the MMA's 1998 National Conference in Seattle, June 1-3, honor creative excellence in medical and healthcare marketing from the past year. They are the only awards that span all areas of the healthcare industry. The program was chosen from among 800 entries from around the world by a panel of 40 judges. "We are thrilled that MMA chose to recognize Committed Quitters as one of its award winners," said Dave Bulger, founder and chief technology officer of MicroMass Communications, and one of the architects of the program. "Committed Quitters is a revolutionary program that presents a tailored smoking cessation curriculum to each participant. MicroMass is very proud to be involved with SmithKline Beecham in this breakthrough project that has had demonstrable impact on the ability of individuals to successfully quit smoking." Ken Neher, director of relationship marketing for SmithKline Beecham Consumer Healthcare, said, "Committed Quitters has played a substantial role in supporting our Nicorette and NicoDerm CQ products. Our customers benefit significantly from support and positive reinforcement positive reinforcement, n a technique used to encourage a desirable behavior. Also called positive feedback, in which the patient or subject receives encouraging and favorable communication from another person. tailored for their particular needs. SmithKline Beecham chose MicroMass because its advanced technology was the only cost-efficient way to reach the huge number of smokers with individually tailored information in a timely manner." Of the estimated 47 million Americans who smoke, each year nearly 16 million attempt to quit. To help smokers kick the habit, SmithKline Beecham offers two over-the-counter nicotine replacement therapy Nicotine replacement therapy A method of weaning a smoker away from both nicotine and the oral fixation that accompanies a smoking habit by giving the smoker smaller and smaller doses of nicotine in the form of a patch or gum. products, Nicorette and NicoDerm CQ. Buyers of these products can enroll in a free support program, Committed Quitters, by calling a toll-free number. The program is designed to supplement the products, which address the physical addiction, with a complete behavior change Behavior change refers to any transformation or modification of human behavior. Such changes can occur intentionally, through behavior modification, without intention, or change rapidly in situations of mental illness. curriculum that helps break the psychological addiction. Committed Quitters helps smokers quit by addressing their individual fears, barriers to quitting, smoking habits, health profile and lifestyle issues. MicroMass' technology matches the profile of each participant against an expert system, and generates multiple, individually-tailored support and education materials over several weeks. The program even rewards participants with personalized certificates when they are successful. Significant Outcomes According to according to prep. 1. As stated or indicated by; on the authority of: according to historians. 2. In keeping with: according to instructions. 3. a research study presented by Saul Shiffman, Ph.D., Director of the Smoking Research Group at the University of Pittsburgh, those participating in the Nicorette Committed Quitters program were 50 percent more likely to successfully quit smoking (28-day continuous quit rate) than those that did not participate. "The Study demonstrates the potential for low-cost, tailored printed materials to have significant impact on cessation, even among smokers who are already receiving nicotine medication and basic written behavioral advice," the study concludes. About MicroMass Communications MicroMass Communications offers one-to-one, relationship marketing solutions for organizations moving from a share-of-market to a share-of-customer focus. MicroMass' technology enables companies to cost-effectively deliver personalized information on an ongoing basis to every individual in a large and diverse customer base, through the most appropriate media, including printed materials and personalized Web sites. For more information, including a backgrounder back·ground·er n. An informal news briefing for reporters by an official often speaking off the record. Noun 1. backgrounder on the Committed Quitters program, visit www.micromass.com. About SmithKline Beecham SmithKline Beecham (NYSE NYSE See: New York Stock Exchange :SBH SBH State Bank of Hyderabad (India) SBH Small Business Hawaii (non-profit business advocacy organization) SBH Sequencing By Hybridization SBH St Barthelemy, Guadeloupe (Airport Code) ) - one of the world's leading healthcare companies - 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. Visit SmithKline Beecham on the internet at www.sb.com.
CONTACT: MicroMass Communications, Inc.
Sam Kirby
(919) 851-3182
skirby@micromass.com
or
SmithKline Beecham Consumer Healthcare
Nancy Lovre
(412) 928-1105
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