When we ask buyers about the key factors influencing their choice of a tobacco cessation program, quit rate consistently ranks at the top.
But what exactly constitutes a good quit rate?
Here are 5 key questions to ask cessation vendors, with tips on how to interpret their answers.
Question 1: How does your program measure abstinence?
It’s important to understand the criteria that a program uses to define whether someone is “quit.” One key element of this definition is the duration of abstinence. Common durations you may see reported are 24 hours, 7 days and 30 days
- 24 hours typically reflects a serious quit attempt
- 7 days is the outcome used in many clinical trials
- 30 days of abstinence is an even more rigorous measure that is highly correlated with long-term success
What to look for: The gold standard in tobacco research is to measure 7-day abstinence. This means participants haven’t smoked even a puff for 7 consecutive days or longer. An even more rigorous measure is 30-day abstinence.
Question 2: When do you assess abstinence?
Timing matters tremendously. Many tobacco users make multiple quit attempts before achieving long-term success. The risk of relapse decreases significantly after about 6 months. Programs that measure quit rates too early in the cessation journey often report misleadingly high success rates that don’t translate to lasting behavior change.
What to look for: Programs should report abstinence at least 6 months after program enrollment or a quit date. Programs reporting outcomes earlier than that may be presenting an overly optimistic picture.
Question 3: What is your response rate?
This question addresses the completeness of data collection, which can dramatically affect reported quit rates. When cessation programs follow up with participants to determine if they’ve quit, not everyone responds.
What to look for: Strong programs should achieve survey response rates of at least 50-60% at follow-up assessments. Low response rates (e.g., under 40%) can significantly bias results, as non-responders are often those who have relapsed. Clinical trial follow-up rates should be even stronger, ideally > 80%.
Question 4: How do you calculate your quit rate?
Because response rates are never 100% (see Question 3), a quit rate is always an estimate. It is calculated as number of quitters (numerator) divided by the number in a defined population (denominator). Understanding the numerator for abstinence rates, such as those who are abstinent at 24 hours, 7 days, and 30 days, is easy (see above). Different denominators can produce very different quit rates.
What to look for: In a real-world setting, the denominator might include:
- Participants who met some threshold level of engagement with the program
- Those who completed the program
- Those who completed the follow-up survey
The key is transparency. Make sure you understand how a quit rate is calculated so you know the potential impact a program is likely to make in your population.
Question 5: What does your program do to optimize your quit rate?
Beyond the metrics, the actual components of a cessation program significantly impact success rates. Make sure you understand how novel approaches are grounded in clinical and scientific evidence for tobacco cessation treatment. Look for peer-reviewed research showing the impact of specific program components.
What to look for: Comprehensive programs that prioritize components anchored on strong science, which include:
- FDA-approved pharmacotherapy (e.g., nicotine replacement therapy) with proper support for adherence
- Evidence-based behavioral counseling from trained tobacco treatment specialists
- Personalized quit plans with individually tailored content
- Proactive outreach and relapse prevention strategies, especially during the first two weeks after a quit attempt when most relapse occurs
- Sustained treatment to match nicotine dependence as a chronic, relapsing condition
- Multiple, integrated modalities for support (e.g., digital and human)
- Specific strategies for addressing different tobacco products (cigarettes, e-cigarettes, smokeless tobacco)
Bottom Line When Evaluating Tobacco Cessation Vendors
- Dig deeper than the headline number. Ask detailed questions about how quit rates are defined and calculated.
- Compare apples to apples. Ensure you’re evaluating vendors using the same standards for measurement.
- Prioritize evidence over marketing. Look for programs with published peer-reviewed research supporting their approach and outcomes.
By asking these 3 key questions, you’ll be better equipped to identify truly effective tobacco cessation solutions that deliver meaningful results for your organization and real health improvements for your employees.
At EX Program, we share 2 quit rates:
- 34%: 30-day abstinence measured at 9 months from a clinical trial that achieved >75% response rate. This is a rigorous and conservative measure of long-term abstinence. See our Evaluation of EX Program for more details.
- 52%: 7-day abstinence achieved in real-world settings among clients who follow our best practices.
See additional factors to consider when assessing the quality of digital health solutions for nicotine addiction by downloading 3 Ways to Assess Digital Health Solutions for Quitting Tobacco.
Connect with us to discuss how we can help you significantly reduce tobacco use among your population.
