Community Based Approaches to Increasing Awareness – can cost less and deliver more
Maggie Lambert and Nicola Allan
Maggie Lambert Senior Local Marketing Manager - East Midlands, Pfizer Ltd
Nicola Allan Personal Health Trainer Service Manager, MyTime Active
In 2008, the nationally used ‘Want to get off Cigarettes’ campaign was heavily upweighted in Corby with funding from Pfizer. Pre and post campaign market research was carried out by an independent market research company. Limited impact was shown.
Based on these findings, a different approach was taken in 2010, with a project shaped by a local steering group of partners from a wide range of organisations.
Using local knowledge from the steering group, combined with demographic analysis, a Corby focussed stop smoking campaign was developed. In tandem, the steering group acted as a hub in which all health and well being activities in the area were aligned, forming a base for effective delivery of this campaign.
This 2010 project was evaluated using the same techniques as in 2008. The 2010 approach delivered
• Greater campaign awareness
• Increased number of people reporting that they had been prompted to stop smoking
• Significantly greater increase in patient queries about stopping smoking, reported by HCPs.
These improved outcomes in 2010 were achieved with significantly less financial investment than in 2008, demonstrating that local projects owned by local people are more likely to deliver positive results.
Maggie Lambert has worked in various Pharmaceutical Marketing roles since 1989. She is currently part of the Local Marketing team in Pfizer Ltd, working on a range of collaborative projects in the East Midlands.
Nicola Allan is the Personal Health Trainer Service Manager for MyTime Active. Prior to this, she worked as a Reducing Health Inequalities Co-ordinator for NHS Northamptonshire SSSS.
Source of funding: Pfizer Ltd provided funding to support the 2008 and 2010 projects, and funded the independent market research to help with evaluation.
Declaration of interest: Maggie Lambert is employed by Pfizer Ltd.