ConsumerDemand: Innovations in Building Consumer Demand for Tobacco Cessation Products and Services

Note: As of September 30, 2011 the National Tobacco Cessation Collaborative is no longer operational.

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	Time				Event



	8:30am				Continental Breakfast



	9:00 – 9:30am				Welcome and Introductions Carlo DiClemente (Chair), C. Tracy Orleans (Co-Chair)



	9:30 – 10:00am				Consumer Demand Roadmap: Where We've Been and Where We're Headed C. Tracy Orleans



	10:00 – 10:15am				Roundtable 3 Objectives and Ground Rules Elaine Arkin



	10:15 – 10:30am				BREAK




	10:30 – 12:00pm				Understanding and Engaging the Consumer Breakthrough Group: Using Databases to Engage Smokers - Sean Bell New Strategies to Reach Smokers - Paul Vogelzang Group Discussion: What should we be doing differently? What strategies hold the greatest potential for breakthrough, especially to reach undeserved populations? Are there immediate opportunities we should take advantage of? What are the top 2-3 priorities for new research in this area: what do we need to know more about? What are our recommendations for the field on this topic? How can these recommendations be embedded into ongoing product delivery system design/development, promotion, policy, research and surveillance? Who needs to be at the table at the Consumer Demand Conference to address innovations in understanding and engaging consumers? (brainstorm)



	12:00 – 1:00pm				LUNCH



	1:00 – 3:00pm				Product and Service Design and Delivery Updated IDEO Design Framework - Peter Coughlan Update on New Product - Geri Anastasio Update on Other New Drugs - Frank Vocci Group Discussion: What should we be doing differently? What strategies hold the greatest potential for breakthrough, especially to reach underserved populations? Are there immediate opportunities we should take advantage of? What are the top 2-3 priorities for new research in this area: what do we need to know more about? What are our recommendations for the field on this topic? How can these recommendations be embedded into ongoing product delivery system design/development, promotion, policy, research and surveillance? Who needs to be at the table at the Consumer Demand Conference to address innovations in product and service delivery design? (brainstorm)




	3:00 – 3:15pm				BREAK



	3:15 – 4:45pm				Policy Breakthrough Group: Policy Response Network - Matt Barry Update on Surgeon General's Report - Corinne Husten Discussion What should we be doing differently? What strategies hold the greatest potential for breakthrough, especially to reach undeserved populations? Are there immediate opportunities we should take advantage of? What are the top 2-3 priorities for new research in this area: what do we need to know more about? What are our recommendations for the field on this topic? How can they be embedded into ongoing tobacco control policy and cessation initiatives at the federal, state and local levels? Who needs to be at the table at the Consumer Demand Conference to address innovations in policy efforts to build consumer demand for and use of proven cessation treatments? (brainstorm)



	4:45 - 5:00pm				Day 1 Wrap-up Carlo DiClemente



	5:00 - 6:00pm				Reception

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	Time				Event



	8:30am				Continental Breakfast



	9:00 – 10:45pm				Promotion Principles for Promotion - Karen Guiterrez Breakthrough Group: Dispelling the Myths about Nicotine - Stephanie Smith Breakthrough Group: Creating a Seal of Approval - Patty Mabry Update on Ex Program - Donna Vallone Update on GSK Promotional Activities - Katie Kemper Group Discussion: What should we be doing differently? What strategies hold the greatest potential for breakthrough, especially to reach undeserved populations? How should we respond to tobacco industry products/marketing/promotions? Are there immediate opportunities we should take advantage of? What are the top 2-3 priorities for new research in this area: what do we need to know more about? What are our recommendations for the field on this topic? How can they be embedded into ongoing promotion and marketing efforts? Who needs to be at the table at the consumer Demand Conference to address innovations in promotion and marketing? (brainstorm)



	10:45 – 11:00am				BREAK



	11:00 – 12:00pm				Research/Surveillance Breakthrough Group: Research/Surveillance Agenda - C. Tracy Orleans, Gary Giovino Funding/Grant Opportunities - Funder Reports Group Discussion: What should we be doing differently? What strategies hold the greatest potential for breakthrough, especially to reach undeserved populations? Are there immediate opportunities we should take advantage of? What are the top 2-3 priorities for new research in consumer demand: what do we need to know more about? What are our recommendations for the field on this topic? How can they be embedded into ongoing cessation research, research funding, and cessation/treatment use surveillance? Who needs to be at the table at the Consumer Demand Conference to address innovations in research efforts to build consumer demand for and use of proven cessation treatments? (brainstorm)



	12:00 - 1:00pm				LUNCH



	1:00 – 2:00pm				Moving Forward: Roundtable Recommendations, December Conference Group Discussion: What are the top 3 or 4 things the field should be doing differently in each of the 5 major areas addressed to achieve the overall 3-year goal? Who are the top priority "audience/stakeholder" groups for the Consumer Demand Conference? How could we work together as we move forward?



	2:00 – 2:30pm				Design for Demand: IDEO Innovations Overview and Opportunities - Todd Phillips, Peter Coughlan




	2:30 – 2:50pm				Reflections on Roundtable and the Importance of Consumer Demand to Cessation Carlo DiClemente, John Pinney



	3:00pm				Adjournment/Closing C. Tracy Orleans