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Positioning 47

A free Quit Kit, which is mailed to those requesting one, is full of informa-
tion on making a decision about quitting; getting ready to quit; knowing what to
expect when quitting; coping with withdrawal symptoms and stress; and how to
ask friends, family members, or co-workers for support.
Quit Line counselors have a bachelor’s degree in health education, counsel-
ing, or a related field; are nonsmokers or ex-smokers with at least two years of
abstinence; have previous experience with phone counseling, behavioral change
programs, or addiction work; and participate in a rigorous initial orientation, as
well as ongoing training.

Price

The Quit Line is a toll-free number, and there is no charge for the counselor. It is
available for Washington residents, confirmed by the area code that shows up on
the screen when the call is received, as well as the mailing address provided to
the counselor for materials to be sent.

Place
Washington’s Quit Line counselors are available for coaching seven days a week,
from 5 a.m. to 9 p.m., with the exception of some major holidays when service be-
gins at noon. A brief automated message thanks the caller for calling, mentions the
call may be recorded for quality control purposes, and is then routed to a coach.
After hours, callers can leave a message and a counselor will then return their call
the next day. This accessibility is one of the most important advantages of a quit
line, eliminating many of the barriers of traditional cessation classes such as having
to wait for classes to form or needing to arrange for transportation. Quit lines are
particularly helpful for people with limited mobility, as well as those who live in ru-
ral or remote areas. And due to their quasi-confidential nature, a phone service is
more appealing to those reluctant to seek help in a face-to-face or group setting.
In addition, the Quit Line Web site, www.quitline.com, provides a download-
able worksheet for creating a quit plan, as well as a “Click to Call” button that
prompts the user to enter his or her phone number and then receive a call back
within five minutes. In addition, healthcare providers can refer a patient to the
Quit Line by faxing them a form indicating the patient would like to be contacted
by a Quit Line counselor, even what hours of the day would be most convenient.

Promotion

Messages were designed, messengers chosen, and media channels selected based
on the target audience and the desired positioning, and are intended to high-
light the product, price, and place.