For healthcare systems, the challenge of quitting tobacco isn’t limited to patient populations—it begins within their own walls.
At Indiana University Health (IU Health), the largest nonprofit health system in the state, tobacco cessation is viewed not just as a personal health matter. Instead, like many employers, IU Health sees helping people quit nicotine as a critical workforce issue.
Their approach offers a valuable blueprint for other organizations looking to create a healthier, more resilient workforce while driving down healthcare costs.
Why IU Health Focuses on Quitting Tobacco
Tobacco use is known to be a major driver of poor health outcomes in Indiana. With the state ranked 35th in overall health and state spending an estimated $3.4 billion annually in healthcare costs related to tobacco use, the urgency for action is clear.
IU Health’s tobacco cessation efforts are grounded in a mission to improve community health—and that mission starts with its 38,000 team members across 16 hospitals. The strategy they’ve built combines data, equity, digital access, and evidence-based practices to deliver real, measurable change.
IU Health’s Numbers and Opportunity
Under the umbrella of IU Health’s Healthy Communities initiative, they target major public health issues like maternal and infant mortality, hypertension, behavioral health, and tobacco and nicotine cessation.
To ground their focus on quitting tobacco, IU Health began with an assessment to understand the extent of tobacco use within their system and found:
- 92% of patients are screened twice annually for tobacco use
- 445,245 identified tobacco users in its system in 2024
- Conservatively, IU Health serves at least 59% of the state’s adult tobacco users
These staggering numbers underscored the need for a scalable, system-wide solution.
Evolving the Cessation Strategy: From App to EX Program
IU Health initially launched a digital cessation app in 2020. While they saw modest success—with a 25% average quit rate among ~700 users (patients and team members)—leaders recognized the need for a more modern and scalable platform.
That led to the launch of EX Program in May 2024. Unlike their previous solution—which relied on clinicians for referrals and awareness via internal wellness messaging—EX Program reaches out directly to potential enrollees via email.
Early data of EX Program’s progress among IU Health’s team members is strong:
- Engagement is high across all age groups and especially among those age 25–64
- Female team members demonstrate an 85% engagement rate, compared to 78% among males.
- Among race and ethnicity groups, Black/African American team members engage at a rate of 72%, while White team members show an 85% engagement rate.
Early data over the first year also shows an impressive 55% 7-day abstinent rate. This success is fueled by meaningful incentives with their wellness program for completing program milestones.
Based on IU Health’s results with team members, they now are working to expand EX Program services to primary and specialty care patients.
Lessons for Other Healthcare Systems
IU Health’s model offers several key takeaways for systems looking to replicate their success with tobacco cessation:
- Adopt digital-first solutions: Programs like EX Program reach users where they are, with web-based tools and an app they’re comfortable using.
- Integrate cessation into broader wellness goals: Make it part of your organizational culture, not a standalone initiative.
- Offer meaningful incentives to increase engagement: They don’t replace motivation but can nudge participation.
- Use data to guide action: Use data for ongoing evaluation to ensure the cessation program stays effective and relevant.
- Partner with experts: Understanding the complex barriers to quitting tobacco is essential for designing effective interventions.
The Bigger Picture
At IU Health, tobacco cessation is just one piece of a broader wellbeing strategy—but it’s a critical one.
This organization truly understands that tobacco use isn’t just a personal health issue—it’s a workplace risk. And that quitting tobacco is one of the most effective ways to improve employee health, lower healthcare costs, and build a stronger, more engaged workforce.
Ready to help more of your population quit tobacco? Contact us to start a conversation with our team or see a demo today!
