Web-Based Tobacco Cessation Program: Participant Characteristics and Utilization Patterns

Audience: All levels. Key Points: In 2006, Web Coach® 1.0, an interactive website based in Stages of Change Theory, was added to Alere Wellbeing’s (AWI; formerly Free & Clear®) tobacco cessation program. Web Coach 2.0, launched in July 2011, is grounded in Social Cognitive Theory and emphasizes helping participants identify and address barriers to quitting success. The revamp supports a variety of learning styles with tailored content recommendations, videos, interactive e-lessons, and quitting progress trackers. For this presentation, we explored Web Coach 2.0 utilization patterns by demographics and tobacco behaviors among participants who enrolled and logged in July through October 2011 (N=11,288). Participants were primarily Caucasian (87%), female (60%), 26 to 60 years old (83%), had completed a high school GED equivalent or greater (94%), and enrolled via inbound phone (47%) or web (45%). The majority (64%) had used tobacco for at least 20 years, and over one third (36%) were highly tobacco dependent (used within 5 minutes of waking). The most used site features included creating a quitting plan, tracking progress, and identifying ways to cope with urges and triggers. Age, gender, education, program enrollment method, calls completed, dependence, tobacco environment, and readiness to quit were significantly associated with return site visits. Educational Experience: Presenter will compare participant characteristics and utilization patterns associated with the two Web Coach versions. Site features used most overall and within specific groups will be described and discussed. Benefits: Awareness of characteristics and utilization patterns of Web Coach participants may inform strategies for increasing program engagement and improving cessation outcomes.