Plan Q
Mobile Application Overview
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Plan Q Overview
Winner of the
2012 CIO 100 Award
Tested successfully
in market in 2011
Plan Q is an award-winning, unbranded educational smoking cessation mobile
application providing smoking cessation support over 12 weeks.
From prep week through quit process, to post-quit, Plan Q takes participants
through a comprehensive support program, with engaging content based on
behavior modification principles.
Launched as part of
Pfizer’s mission to
improve health and
well-being
One of the first iPhone apps
developed by Pfizer, and the
company’s first mobile app to support
participants during their quit attempt
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Plan Q Helps Motivate and Educate Participants
Who Wish to Quit Smoking
• Depth of content
– Content for 110 days
• Personalized
– Allows participants to input their goals
– Helps participants manage triggers in ways that are meaningful to them
– Can personalize quit date and savings goal from quitting smoking
• Leverages behavioral economics principles
– Awards badges for encouragement
– Incorporates surveys to keep participants actively engaged
– Provides feedback loop via smoking and slip-up log
– Includes motivational messages and reminders
– Community functionality enables social interaction, encouragement, and support
• Multimedia
– Presents both audio and visual content
• Consumer-friendly and easy to navigate
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Program Components:
Educational Content
• Links to educational content from the
American Cancer Society, Centers for
Disease Control and Prevention, and the
National Heart, Lung, and Blood Institute
• Daily Content with tips and activities to help
participants stay on track
– Think on this provides educational
information on quitting smoking, with topics
including management of urges, removal of
smoking triggers, and expectations for
nicotine withdrawal
– Act on this challenges participants to
engage in certain activities to support their
quit attempt, such as listing reasons for
quitting, cleaning the house (to find hidden
cigarettes), and developing a 24-hour
action plan
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Program Components:
Urge Management Tools
• Features allow participants to:
‐ Upload photos of supporters and connect
those photos with contact information, so
participants may call support team members
directly from the app
‐ Upload customized photos of motivational
items or experiences
‐ Play games, listen to and watch audio/video
content, and read inspirational messages to
help overcome the urge to smoke
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Program Components:
My Community
• A built-in support community makes it easy
to connect to other participants and share
their successes
• Preselected messages to share support
(no open text)
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Program Components:
Customization & Metrics
• A custom experience for participants
‐ Customer logo and welcome message
for each participant
‐ Unique entry IDs provided for each
customer (app only activates with ID)
‐ Tracks utilization metrics for customers
• Brief survey to understand the
participant’s smoking habits at the start of
the app
• Status-check questions at Months 1, 2,
and 3 to gauge smoking status and
feedback on the application
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Other Program Components
• Smoking Log prompts participants to assess
their high-risk times and events, which may
trigger the urge to smoke
• Savings Calculator shows participants the
amount of money saved by quitting
• Pop-up notifications (2x per day) motivate
participants in their quit attempt and track
smoking habits
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Survey Participants Were More Than 5 Times More Likely to Rate
Plan Q Helpful* Than Not
Results from a Plan Q Pilot Program with a large employer
Participant Satisfaction With Plan Q†
70%
Participants Rated
Plan Q as:
Percentage of Participants
60%
Helpful
50%
Not Helpful
40%
30%
Study Limitations:
• Limited number of
participants (N=73)
• Not all participants
did/could finish all
surveys
• All data are selfreported
20%
10%
0%
Week 4
Week 8
Week 12
Week
*Participants were asked in weeks 4, 8, and 12 of the program whether they believed Plan Q was ‘Extremely
Helpful,’ ‘Very Helpful,’ ‘Helpful,’ ‘Somewhat Helpful,’ or ‘Not Helpful.’ This graph combines ‘Extremely Helpful,’
‘Very Helpful,’ ‘Helpful,’ and ‘Somewhat Helpful’ responses to display a composite result.
†Numbers
are rounded and may not add up to exactly 100%.
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Current Data Collection
All Plan Q participants are asked to respond to surveys, which provide
us with information on their demographics and smoking habits.
Survey questions include:
• How old are you?
• What is your gender?
• How many cigarettes do you smoke per day?
• How many times have you tried to quit?
• How soon do you want your first cigarette after you wake up?
• How helpful has Plan Q been in your quit attempt?
• Did this program prompt you to see a physician to help you try to
quit smoking?
• How has your smoking changed since you started Plan Q?
• Are you using any smoking cessation treatments?
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Availability
• iPhone (optimized for iOS)
• Downloaded via Apple “App Store”
• Free to download
• Requires customer code to activate
VCP714002-01
© 2015 Pfizer Inc.
All rights reserved.
January 2015
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