Making the sale: communicating the importance of smoking cessation to pregnant patients.

The risks that smoking pose to the pregnant patient and her fetus have been well established. Some women quit smoking upon learning they are pregnant, but most do not. Although a direct, succinct intervention by the physician has proven to be a critical initial step in helping the patient to quit smoking, some physicians are not taking advantage of this opportunity. This article provides data obtained from focus groups conducted with pregnant West Virginia smokers. These women spoke very candidly about their experiences with their providers. Chances for succeeding with helping a patient to quit smoking are likely to increase if physicians discuss smoking with their patients at each visit and if it is done in a constructive manner.