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The New CaliforniaGold Rush

Dental HygienistsDental HygienistsHelping TobaccoHelping Tobacco

Users QuitUsers Quit20102010

The New California Gold Rush is a campaign to encourage dental hygieniststo intervene with tobacco users.

This campaign coincides with Healthy People 2010 national health objectives.

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•• All dental hygienists in California All dental hygienists in Californiaincorporate the Ask. Advise. Refer.incorporate the Ask. Advise. Refer.model into clinical practice.model into clinical practice.

The New California Gold RushThe New California Gold RushVisionVision

The first vision of The California Gold Rush is for all dental hygienists inCalifornia incorporate the Ask. Advise. Refer. model into clinical practice.

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•• This tobacco intervention initiative This tobacco intervention initiativeto be used as an example for otherto be used as an example for otherstate constituents to follow.state constituents to follow.

The New California Gold RushThe New California Gold RushVisionVision

The second vision of the Gold Rush campaign is that this tobacco interventioninitiative can be used as an example for other state constituents to follow.

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•• Increase the number of dental Increase the number of dentalhygienists who ask about tobaccohygienists who ask about tobaccouse and refer tobacco users to theuse and refer tobacco users to theCalifornia SmokersCalifornia Smokers’’ Helpline. Helpline.

The New California Gold RushThe New California Gold RushGoalsGoals

The first goal of the Gold Rush campaign is to increase the number of dentalhygienists who ask about tobacco use and refer tobacco users to theCalifornia Smokers’ Helpline.

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•• Increase the number of referrals Increase the number of referrals(Calls to Helpline) from dental(Calls to Helpline) from dentalhygienists and dental offices.hygienists and dental offices.

The New California Gold RushThe New California Gold RushGoalsGoals

The second goal is the increase the number of calls to the California Smokers’Helpline from dental hygienists and dental offices.

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•• 55.9% of hygienists ask about 55.9% of hygienists ask abouttobacco use.tobacco use.•• 50% of hygienists refer tobacco 50% of hygienists refer tobaccousers to the Helpline.users to the Helpline.•• Helpline referrals from dental Helpline referrals from dentaloffices average aboutoffices average about10 calls per month.10 calls per month.

Where are we now?Where are we now?

Where are we now?

According to a baseline survey, 55.9% of hygienists ask about tobacco use.

50% of hygienists refer tobacco users to the California Smokers’ Helpline.

Helpline referrals from dental offices average about 10 calls per month.

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AskAsk from 55.9% from 55.9% to to 75% 75%

ReferRefer from 50% from 50% to to 75% 75%

CallsCalls from 10 calls from 10 calls to to 18 calls 18 calls

Where do we want to be?Where do we want to be?By 2010. . . .By 2010. . . .

Where do we want to be?

The New California Gold Rush partners have agreed that we can increasethese percentages to 75% by 2010, and increase the number of referrals fromdental hygienists and dental offices to 18 calls per month by 2010.

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•• Through a wide array of strategies Through a wide array of strategiesused by the Gold Rush partners,used by the Gold Rush partners,including partnered mailings,including partnered mailings,constant contact e-communications,constant contact e-communications,and community outreach.and community outreach.

How will we get there?How will we get there?

How will we get there?

To reach the target goal, the partners will participate in a wide array ofstrategies including partnered mailings, constant contact e-communicationsand community outreach.

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•• SonicareSonicare and and OraPharmaOraPharma reps repsvisiting dental offices.visiting dental offices.

•• An incentive-based campaign. An incentive-based campaign.

•• A website dedicated to A website dedicated tothe campaign.the campaign.

How will we get there?How will we get there?

Sonicare and OraPharma sales reps will promote the Gold Rush campaign tothe dental offices they visit.

A year long incentive-based competition, and web site dedicated to thecampaign.

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•• Monthly Summary Reports. Monthly Summary Reports.•• The Helpline keeping track of calls The Helpline keeping track of callsfrom dental hygienists and dentalfrom dental hygienists and dentaloffices.offices.•• Surveying hygienists in 2009 Surveying hygienists in 2009and again in 2010.and again in 2010.

How will we know we areHow will we know we aregetting there?getting there?

How will we know we are getting there?

Through a monthly Summary Report to all partners.

The Helpline will keep track of calls from dental hygienists and dental offices.

We will survey hygienists at the end of the competition and again in 2010.

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•• June 1, 2008 through May 31, 2009. June 1, 2008 through May 31, 2009.

•• Keep track of how many tobacco Keep track of how many tobaccousers receive a Gold Card from you.users receive a Gold Card from you.

•• Report the number of referrals. Report the number of referrals.

LOG IN TO WIN! CompetitionLOG IN TO WIN! Competition

The LOG IN TO WIN! competition began on June 1, 2008 and will continuethrough May 31, 2009.

Participants will keep track of how many tobacco users they refer to theCalifornia Smokers’ Helpline and receive a Gold Card from them.

Report the number of Gold Cards you gave out to tobacco users on the LOGIN TO WIN! registration page.

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2 prizes awarded each month2 prizes awarded each month

1.1. Highest number of referrals Highest number of referrals2.2. Random drawing Random drawing

LOG IN TO WIN! CompetitionLOG IN TO WIN! CompetitionMonthly PrizesMonthly Prizes

Two prizes will be awarded each month.

Once participants have registered and reported their referrals, they will beeligible to receive great prizes along the way.

A prize will be awarded to the dental hygienist with the highest number ofreferrals at the end of each month.

Monthly participants will be eligible to receive a prize through a randomdrawing.

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•• Nordstrom Spa Gift Card Nordstrom Spa Gift Card•• iPod Shuffle with iTunes Gift Card iPod Shuffle with iTunes Gift Card•• New Lifestyles Pedometer New Lifestyles Pedometer•• 24 Hour Fitness Membership 24 Hour Fitness Membership•• Williams Sonoma Gift Card Williams Sonoma Gift Card•• Macy Macy’’s Gift Cards Gift Card•• More Gift Cards More Gift Cards

LOG IN TO WIN!LOG IN TO WIN!Highest Number of ReferralsHighest Number of Referrals

Sponsored by PhilipsSonicare and SCLC

Each month the hygienist with the highest number of referrals will receive oneof these great prizes sponsored by the Smoking Cessation Leadership Center(SCLC) and Philips Sonicare.

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•• CDHA CDHA HomestudyHomestudy Course Course•• Oral Cancer Reference Manual Oral Cancer Reference Manual•• SonicareSonicare Flash Drive Flash Drive•• JambaJamba Juice Gift Cards Juice Gift Cards•• Starbucks Gift Cards Starbucks Gift Cards•• See See’’s Candies Gift Cardss Candies Gift Cards

LOG IN TO WIN!LOG IN TO WIN!Random DrawingRandom Drawing

Sponsored by CDHA,Philips Sonicare and SCLC

Every month participants will be eligible to receive a prize through a randomdrawing.The monthly prizes will include. . . .Sponsored by CDHA, SCLC and Sonicare.

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•• 1 year ADHA Membership 1 year ADHA Membership•• Registration to the 2009 ADHA Registration to the 2009 ADHAAnnual Session, Washington, D.C.Annual Session, Washington, D.C.•• Roundtrip airfare Roundtrip airfare•• 4 nights accommodation at the 4 nights accommodation at theOmni Shoreham HotelOmni Shoreham Hotel•• Crystal Award Crystal Award

LOG IN TO WIN!LOG IN TO WIN!GRAND PRIZEGRAND PRIZE

Sponsored byPhilips Sonicare

All registered participants will be eligible to compete for the GRAND PRIZE.

The GRAND PRIZE will be awarded to the one dental hygienist who makesthe greatest number of referrals by the end of the competition. . . .May 31,2009.

The GRAND PRIZE is sponsored by Philips Sonicare.

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How Do You LOG IN TO WIN?How Do You LOG IN TO WIN?

How do you LOG IN TO WIN?

Go to www.cdha.org. Click on the LOG IN TO WIN! link.

First you will need to order some Take Charge Gold Cards from the CaliforniaSmokers’ Helpline.

There is a Spanish wallet card available as well as other FREE promotionalmaterials.

Order Gold Cards online or download and print an order form then fax theorder form to the Helpline.

Click on this link to register for the competition and report your referrals.

Fill out this form and report the number of Gold Cards you gave out to tobaccousers.

You can fill out the report at the end of the day or work week. . . .or at any timethat is convenient for you.

Click here for the competition rules.

The competition rules are listed here along with all the great prizes to beawarded.

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Promotion of thePromotion of theLOG IN TO WIN! CompetitionLOG IN TO WIN! Competition

Here is how to promote the LOG IN TO WIN! competition.

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Promotion of thePromotion of theLOG IN TO WIN! CompetitionLOG IN TO WIN! Competition•• CDHA Meetings CDHA Meetings•• Component Meetings Component Meetings•• Constant Contact e-mailers Constant Contact e-mailers•• Component Newsletters Component Newsletters•• Partnered Mailers Partnered Mailers

This PowerPoint presentation can be used to promote the competition throughCDHA and components meetings, constant contact e-mailers, websites, andcomponent newsletters.

The Gold Rush partners will send a jumbo post card to encourage dentalhygienists to LOG IN TO WIN!

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Promotion of thePromotion of theLOG IN TO WIN! CompetitionLOG IN TO WIN! Competition

Partnered MailerPartnered Mailer

This is the first partnered mailer was sent to 14,730 registered dentalhygienists in November 2008.

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Promotion of thePromotion of theLOG IN TO WIN! CompetitionLOG IN TO WIN! Competition

Component WebsitesComponent Websites

This simple message is available to be posted on component websites.

It also can be used for component electronic newsletters.

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Promotion of thePromotion of theLOG IN TO WIN! CompetitionLOG IN TO WIN! CompetitionCDHA Journal and ComponentCDHA Journal and Component

NewslettersNewsletters

Here is a print ad that can be published in the CDHA Journal and Componentnewsletters.

This also can be posted on websites as well.

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Tobacco Treatment ResourcesTobacco Treatment Resources

On the Gold Rush web site, there are several tobacco treatment resourcesavailable to help your patients in their tobacco cessation efforts.

On The New California Gold Rush website, a new feature has been added tothe website, “Click-to-call.”

Click-to-call is quick, convenient, and free! Those patients who would like helpquitting can simply click on the icon to speak with a Helpline counselor. Afterselecting the Click-to-call icon, a box will appear where the patient can type intheir telephone number, and indicate when they would like a call back (eitherright away or up to 5 minutes). A Helpline counselor will return their call andwork with the patient to create an individual quit plan.

You can download and print the ADHA Tobacco Treatment Protocols for theDental Practice, and view webcasts that will help you implement the Ask.Advise. Refer. model into clinical practice.

EX is a free plan that will help your patients stop smoking.

The Health Consequences of Smoking on the Human Body outlines theeffects of smoking on different organs of the body.

There a several tobacco treatment continuing education courses available toyou.

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The New CaliforniaGold Rush

PartnershipCalifornia Dental HygienistsCalifornia Dental Hygienists’’ Association Association

Smoking Cessation Leadership CenterSmoking Cessation Leadership Center

California SmokersCalifornia Smokers’’ Helpline Helpline

California Diabetes ProgramCalifornia Diabetes Program

American Cancer SocietyAmerican Cancer Society

Philips Philips SonicareSonicare

OraPharmaOraPharma