Plan Q Mobile Application Overview 1 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 2 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 3 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 4 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 5 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) 6 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 7 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 8 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%. 9 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? 10 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 11