Is an interactive smartphone platform on cigarette packaging likely to increase cessation attempts and be cost-effective?
| Author(s)
Dr Kathleen Anne Boyd, Mrs Jo Halliday and Scott Crae
| | Presenter(s) |
Dr Kathleen Anne Boyd Lecturer (Health Economics), Health Economics and Health Technology Assessment Unit, University of Glasgow |
Scott Crae Director, Virtual Genie Ltd, Kilmalcom Renfrewshire | Abstract Objective: Explore the potential cost-effectiveness of an interactive platform embedded into cigarette packaging.
Methods: An early-stage decision model explored the potential cost-effectiveness of a Virtual Genie (VG) platform on tobacco packaging compared to ‘no VG’ current practice, for UK smokers owning a smartphone. A literature review was undertaken and data from published sources were used to populate the decision model. A decision tree mapped the decision pathway over a 1 year time horizon, and a lifetime extrapolation projected incremental lifetime costs and effects discounted at 3.5%. Probabilistic sensitivity analysis was carried out using a 1000 iteration Monte Carlo simulation.
Results: At a UK population level, VG could result in an additional 55,765 quitters per annum (95%CI: 14,613; 141,367) and avoid 9,621 cases of smoking related disease (95%CI: 2,543; 23,930). The incremental cost per 1 year quitter was £180; the lifetime model indicates a cost saving of £47 (95% CI: -£120, -£11) per person and a gain of 0.005 life years gained (95% CI: 0.001, 0.01).
Conclusion: A VG platform has potential to be highly cost-effective in comparison to a no VG strategy and could help meet national targets for identification of smokers, engagement and referral to NHS Stop Smoking Services.
| Presenter biography Dr Kathleen Boyd is a Lecturer in the Health Economics and Health Technology Assessment (HEHTA) unit at the University of Glasgow. Kathleen works on numerous research projects undertaking economic evaluations within a variety of health care areas such as smoking cessation interventions, oncology, and child health. Her research interests are in the areas of early-stage decision analytic modelling, and in designing and undertaking economic evaluations alongside clinical trials. Since joining University of Glasgow in 2007 Kathleen has undertaken economic analyses for numerous smoking cessation studies.
Scott Crae MRCVS is a Veterinary surgeon and Co-Founder of Virtual Genie, a Scottish based company supported by Scottish Enterprise, Scottish Development International, and the Digital Health Institute. Virtual Genie deliver approved welfare and adherence messages in the Health Sector to improve effective use of medicines, reduce burgeoning costs, and leverage healthcare workers at all levels by delivering engaging evidence based medicine messages directly from packaging. Patients see and hear pertinent information in the comfort of their own homes using smart devices. Other areas undergoing development are support of COPD patients, correct use of antimicrobials and diabetic support.
| Source of funding: Virtual Genie Ltd; Scottish Enterprise
| Declaration of interest: Scott Crae is a Director of Vitual Genie.
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