I am an avid reader and a rabid anti-tobacco being. I have been extremely frustrated at my attempts to get patients to quit smoking, and to change their behaviors to healthy ones. I recently finished the book Influencer: The Power To Change Anything by Patterson et. al. which examines how people and societies change. I decided to look at smoking cessation, using an intervention review from the Archives of Internal Medicine (see “Smoking Cessations for Hospitalized Smokers”, Vol 168, No. 18, Oct 13, 2009 pp. 1950-1960 by Rigotti et. al., ) and evaluate it through the lens described in the book.
Hope that makes sense.
Vital behaviors: Patterson et al say to change people’s behavior we must clearly define what behavior we want change and provide a substitute behavior. Usually there is one or two behaviors that are vital to change. In this case the vital behavior is stopping smoking. The Archives study looked at people who stopped smoking, verified (mostly) by salivary cotinine levels. The study found that the most effective intervention was hospital counseling and followed by for one month or greater post discharge support. The length of follow up was key–as it seemed it took that at least a month to establish a replacement behavior.
Belief in change: people will change their behavior if 1) they think it will be worth it and 2) they can do what is required. Patterson states that people are more likely to change if they have some personal experience demonstrating the need for the change. As the study notes, being hospitalized can be experienced as a reason one should stop smoking. Patterson notes that just telling people to change a behavior, or telling them to read about changing a behavior won’t produce the desired results. (So quit lecturing and passing out slick pamphlets!)
Make the Undesirable Desirable: patients love to smoke, and are addicted to nicotine. It’s a tough sell to get addicts to quit. Frequently, it becomes desirable to quit only AFTER a devastating event–such asa hospital admission for MI. (Interestingly, cessation was most effective in those with cardiovascular events, and least effective in those with cancer. I guess once you are diagnosed with cancer, the cat’s out of the bag.) The undesirable became desirable after patients experienced a devastating consequence.
Personal Ability: the study doesn’t go in to what counseling methods were employed. One would assume that active strategies such as linking smoking cessation to personal values, distraction, distancing etc were used.
Harness Peer Pressure: the book advises using peers to create change. Enrolling the family in support is likely to be helpful, but not included in the review. (How many times have I tried to rally family members to help the patient quit? I have noticed that smokers run in packs–making this pretty tough!) However, the strength of the study comes in the fact that the intervention that worked was a hospital counseling session AND greater than one month post discharge support either in in person or over the phone. (Efficacy of phone vs. face to face contact was not examined.) It would be interesting to explore email support. The post discharge support likely was a form of social support and peer pressure.
Design Rewards and Demand Accountability: One of the most powerful sections in the book is the section on rewards. Intrinsic rewards are the most motivating, and big rewards for small behavior changes can actually diminish the behavior. In smoking cessation, it is impossible for clinicians to demand accountability. The rewards for stopping smoking are more money (less spent on cigarettes!), greater health, and improved outer appearance. These are mostly intrinsic rewards. However, clinicians can remind patients of these rewards and encourage change.
Change the Environment: people will respond to changes in the environment–e.g. taxing the heck out of cigarettes. This is not a direct intervention but a societal interevention, and practically the easiest intervention of all.
So what did the study find? People were most likely to stop smoking if there was a hospital counseling session, longer than 15 minutes, and over a month of post discharge support. Adding nicotine replacement therapy increased quit rates, but not a statistically significant change! Anything less than a month worth of post discharge support didn’t help, and any hospital intervention with out post discharge support had no effect on quit rates.
Take home message from the study and the book: start with a hospital intervention after a patient experiences a personal consequence from smoking, follow it up with over a month worth of post discharge support, involve the family (peer pressure), point out intrinsic rewards and change the environment (tax those cancer sticks!)