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Product (The Bundle of Benefits)
Clearly describe the intervention service you offer; identify the benefits of greatest interest to your target audience.
Price (Reducing the Bundle of Barriers or Costs)
Identify the costs perceived to be the greatest barrier to participating including economic, psychological, social and environmental; aim to reduce or eliminate these costs---the more the costs of concern can be reduced or eliminated, the greater the likelihood that your target audience will voluntarily incur the remaining costs.
Place (Delivering the Benefits and Costs to the Right Place at the Right Time)
Specify the person(s) who will deliver the intervention, their telephone number(s), and address; program services so that frequency, proximity and natural venues are tailored to the target audience.
Promotion (Informing and Persuading About the Costs and Benefits)
Actively reach out to the right people with the right message at the right time in order to obtain the right effects; inform your target audience of the attractive benefits, reasonable price and convenient location of your services thru various media outlets.
Your marketing and recruitment strategies create the first impression to your potential clients. Design and produce high quality materials that:
- Appeal to your target population (according to demographics, lifestyle, attitudes, geographic dispersion) (Solomon, 1989)
- Address the unique needs of your target population (Ihsan, 2000)
- Highlight your services in accord with the needs of the target group
- Communicate positively who you are, what you stand for, your services, your record, your clients, and your reputation
It is important to clearly communicate the special benefits clients will receive as a result of participating in your tobacco dependence treatment program (Maibach, Rothschild & Novelli, 2002; Simerly, 1990).
Public Service Announcements
Public service announcements may be used successfully to (a) generate awareness, (b) generate emotion and get people involved, (c) fill in specific knowledge gaps, (d) model desired behaviors, (e) stimulate information-seeking, and (f) get practical help.
Effective public service announcements consider the following criteria: the message, the techniques for persuasion, the right appeal, the credible sources, and positive modeling (Flora, Schooler and Breitrose, 1992).
Tobacco Dependence Treatment Certification: Basic Tobacco Intervention Skills
The tobacco dependence treatment certification process is designed as a way of increasing tobacco dependence treatment services on multiple levels. The Basic Tobacco Intervention Skills Certification can be used to assist in client recruitment and retention by integrating it into healthcare, workplace, community, and school systems. The Basic Tobacco Intervention Skills Certification is eligible for continuing education units and professional development hours from various examiner boards, associations and state departments.
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