NICODERM TAILORS PROGRAM ACCORDING TO SURVEY RESULTS

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SmithKline Beecham's "Committed Quitters" program currently has 50,000 participants, and the popularity of the effort, which runs in concert with NicoDerm CQ and Nicorette smoking-cessation products, may have something to do with how tailored it is to each individual smoker.

The program starts when the consumer calls an 800-number included in boxes of Nicorette gum or NicoDerm CQ patches. They take a 25-question survey, and from that information, a calendar and diary are created that take the consumer through the program.

In addition, participants get coupons, such as for SmithKline `s Aquafresh. A newsletter is mailed out, geared toward social support, that family members and friends can read. Reminder cards also are sent, and ultimately, a congratulations notice and certificate.

"The program is rather sophisticated in terms of the numbers of variables and combinations," said Steve Burton, category brand manager for NicoDerm and Nicorette in SmithKline Beecham's consumer healthcare division.

The software engineer behind "Committed Quitters" is Micromass Communications, Raleigh, N.C. Dave Bulger, chairman-chief technical officer, sees an opportunity for the client to take advantage of the database to market to consumers some of its other products, such as Tums and Sucrets.

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