Kirst Maritt, Schwartz Robert
Ontario Tobacco Research Unit, Dalla Lana School of Public Health, University of Toronto, 155 College St., Toronto, ON, Canada M5T 3M7
Ontario Tobacco Research Unit, Dalla Lana School of Public Health, University of Toronto, 155 College St., Toronto, ON, Canada M5T 3M7.
Health Promot Int. 2015 Jun;30(2):310-7. doi: 10.1093/heapro/dat040. Epub 2013 Jun 13.
This study assesses the impact of an academic detailing quitline promotional outreach program on integration of patient referrals to the quitline by fax in healthcare settings and quitline utilization in Ontario, Canada. The study employed a mixed methods approach for evaluation, with trend analysis of quitline administrative data from the year before program inception (2005) to 2011 and qualitative interviews with quitline stakeholders. Participants in the qualitative interviews included academic detailing program staff, regional tobacco control stakeholders and quitline promotion experts. Quantitative outcomes included the number of fax referral partners and fax referrals received, and quitline reach. Trends in proximal and distal outreach program outcomes were assessed. The qualitative data were analysed through a process of data coding involving the constant comparative technique derived from grounded theory methods. The study identified that the outreach program has had some success in integrating the fax referral program in healthcare settings through evidence of increased fax referrals since program inception. However, organizational barriers to program partner engagement have been encountered. While referral from health professionals through the fax referral programs has increased since the inception of the outreach program, the overall reach of the quitline has not increased. The study findings highlight that an academic detailing approach to quitline promotion can have some success in achieving increased fax referral program integration in healthcare settings. However, findings suggest that investment in a comprehensive promotional strategy, incorporating academic detailing, media and the provision of free cessation medications may be a more effective approach to quitline promotion.
本研究评估了一项学术推广戒烟热线宣传外展项目对加拿大安大略省医疗保健机构通过传真将患者转介至戒烟热线的整合情况以及戒烟热线利用率的影响。该研究采用了混合方法进行评估，对项目启动前一年（2005年）至2011年的戒烟热线管理数据进行趋势分析，并对戒烟热线利益相关者进行定性访谈。定性访谈的参与者包括学术推广项目工作人员、区域烟草控制利益相关者和戒烟热线推广专家。定量结果包括传真转介合作伙伴的数量、收到的传真转介数量以及戒烟热线的覆盖范围。评估了近端和远端外展项目结果的趋势。通过数据编码过程对定性数据进行分析，该过程涉及源自扎根理论方法的持续比较技术。研究发现，自项目启动以来，通过传真转介增加的证据表明，外展项目在将传真转介项目整合到医疗保健机构方面取得了一些成功。然而，在项目合作伙伴参与方面遇到了组织障碍。虽然自外展项目启动以来，通过传真转介项目由卫生专业人员进行的转介有所增加，但戒烟热线的总体覆盖范围并未增加。研究结果强调，采用学术推广方法进行戒烟热线宣传在实现医疗保健机构中传真转介项目整合增加方面可以取得一些成功。然而，研究结果表明，投资于一项综合推广策略，包括学术推广、媒体宣传和提供免费戒烟药物，可能是一种更有效的戒烟热线宣传方法。
