Direct Mail Marketing Research Articles

Content analysis of IQOS direct mail and email marketing in the US

ObjectiveNovel nicotine and tobacco products, including heated tobacco products (HTPs) like IQOS, are growing in global popularity. IQOS was the first HTP authorized for sale by the US Food and Drug Administration, entering the US market in 2019 and being removed in 2021 due to patent-related legal challenges, with the possibility of returning in 2024. Direct marketing is one method tobacco companies use to reach consumers of these products. The purpose of this study was to investigate the content of US IQOS direct mail and email marketing. MethodsDirect marketing items were collected between September 2019 and July 2021 by seven team members in the first US IQOS test market, Atlanta, Georgia. ResultsOverall, 101 marketing items were collected, 59 of which were unique. Among the unique items that showed images of persons (“models”), 70 % showed models appearing to be from racial/ethnic minoritized groups, 86.8 % showed at least one female-presenting model, and 37.5 % showed models appearing to be young adults (18–29 years). Items often had an embedded link/URL (91.5 %) and mentioned topics such as online services (54.2 %; for example, online ordering and tutorials), user experience (49.2 %), social media (44.1 %), and purchasing locations (37.3 %). When examined for their main purpose, items focused on subjects such as store experience (37.7 %), product introduction (18.6 %), and product use (15.3 %). ConclusionsOur study highlights the importance of better understanding how novel tobacco products are marketed, which can inform policymakers’ regulatory efforts and product authorization decisions.

Startup marketing: features, digital tools, and promotion channels

The aim of the article. The purpose of the article is to study the digital marketing tools of a startup in terms of marketing strategy following the stage of the life cycle, the entire target audience of the product. The results of the analyzes. We consider a marketing startup as an activity aimed at comprehensive market research and the needs of the startup's target audience, ensuring sales and customer loyalty, and maximizing profits based on the promotion of ideas to the market. The differences between a marketing startup and classic marketing are as follows: a marketing startup involves explaining to the target audience the essence of the idea that underlies the startup; focusing attention on marketing research ideas based on a certain product that does not yet exist; each start-up requires separate attention and the development of marketing measures in the form of its industry specifics, the availability of funds; marketing tools vary by stage of the startup life cycle. The process of justifying the strategic marketing complex provides a certain sequence of actions: choosing a marketing concept; strategic analysis of the marketing environment; identification of the start-up life cycle; selection of marketing complex strategies; implementing strategies into a system of programs, projects, plans; implementation of strategies; control and evaluation of efficiency. The most effective channels of promotion and communication with startup customers are recognized as digital marketing - a type of marketing activity that uses various forms of digital channels to interact with consumers and promote the brand. Digital marketing tools include: creating your website, distributing information through social networks, e-mail distribution (direct mail marketing), webinars, blogs, banner advertising, contextual advertising, games, quests, surveys, interactive postcards, augmented reality, video services, interactive surfaces, animations, etc. Social media is a powerful marketing strategy tool for startups. The implementation of the SMM strategy for startup projects will contribute to the reduction of marketing costs and will ensure the promotion of the startup idea through the Internet most efficiently and rationally. Conclusions and direction for further research. Startup marketing is a necessary component of an innovation project. Marketing activities, methods, and tools differ significantly depending on the stage of the startup life cycle. At the initial stages of a startup's implementation, its financial capabilities are limited, so significant costs for marketing activities are, of course, not applicable. That is why the use of digital marketing tools will complete the startup developers to provide information and promotion of the product while maintaining the budget constraints of the project.

Using social media and direct marketing as a platform to increase awareness of lung cancer screening in a Hispanic urban population in the post-COVID period.

339 Background: Uptake in lung cancer screening (LCS) in high-risk patients including minority populations has been low despite efforts to increase awareness in the community. During the COVID pandemic, most LCS programs were temporarily stopped and, in the months to follow experienced a significant reduction in referrals. Platforms including social media and direct mail marketing can provide a valuable tool to enhance patient engagement related to LCS and engagement of Hispanic populations who are active consumers of digital media. The objective of this study was to assess the short-term effectiveness of a targeted LCS digital and direct marketing campaign to increase visits to the institutional online educational content and referrals to a LCS program. Methods: A LCS marketing campaign including social media utilizing Facebook and Instagram platforms with programmatic banners, boosted organic social media posts, plus direct mail-in marketing in Spanish and English was started in the post-COVID period. A CRM (customer-relationship management) software was used to target adults ages 50-80, current or former smokers, who speak English and/or Spanish in the Miami tri-county area over a three-month period by a direct-mail campaign. Other campaign targeting qualifications included family history of lung cancer, and additional lung cancer risk factors including asbestos, chronic obstructive pulmonary disease, or emphysema. The CRM Direct mail campaign was sent 87,000 leads by postcard and 65,810 leads by email. Primary outcomes measures were visits to the University of Miami institutional LCS Web page, LDCT ambulatory referrals, and scheduled initial LDCT exams. Study period was baseline pre-COVID period (6/1/2019-12/31/2019), COVID-period (3/1/2020-9/31/2020) and digital awareness campaign in the post-COVID period (12/1/2020-5/31/2020). Results: Unique pageviews to the institutional LCS web pages were significantly higher during the digital awareness campaign compared to the pre-COVID period (8,805 vs 230 pageviews) with a high bounce rate during the campaign period of 79% and average time in site of 2:21 minutes. Mean scheduled initial LDCT volumes per month during the pre-COVID period were 12.4 (SD 4.6), versus 4.1 (SD 2.5) during the COVID period. There was a 3-fold increase in initial LDCT scans during the initial campaign period from 4.1 in the COVID period to 11.6 (p <.001). The mean number of LDCT ambulatory referrals doubled from 17.5 in the COVID period to 34.2 in the campaign period (p < 0.001). Conclusions: Implementation of a targeted LCS digital awareness campaign and direct mail marketing was associated with increased visits to institutional education Web pages, ambulatory referrals, and initial LDCT exams. Digital platforms are an important tool to enhance awareness of lung cancer screening in high-risk populations and Hispanics.

Deep Neural Networks for Estimation and Inference

We study deep neural networks and their use in semiparametric inference. We establish novel nonasymptotic high probability bounds for deep feedforward neural nets. These deliver rates of convergence that are sufficiently fast (in some cases minimax optimal) to allow us to establish valid second‐step inference after first‐step estimation with deep learning, a result also new to the literature. Our nonasymptotic high probability bounds, and the subsequent semiparametric inference, treat the current standard architecture: fully connected feedforward neural networks (multilayer perceptrons), with the now‐common rectified linear unit activation function, unbounded weights, and a depth explicitly diverging with the sample size. We discuss other architectures as well, including fixed‐width, very deep networks. We establish the nonasymptotic bounds for these deep nets for a general class of nonparametric regression‐type loss functions, which includes as special cases least squares, logistic regression, and other generalized linear models. We then apply our theory to develop semiparametric inference, focusing on causal parameters for concreteness, and demonstrate the effectiveness of deep learning with an empirical application to direct mail marketing.

Going Smokeless: Promotional Features and Reach of US Smokeless Tobacco Direct-Mail Advertising (July 2017-August 2018).

Although cigarette use in the United States has declined over time, smokeless tobacco (SLT) use has remained steady. Direct-mail advertising and coupon redemption have been linked to increased tobacco use, and efforts to promote SLT through direct-mail advertising may contribute to sustained SLT use. We examined reach of SLT direct-mail advertisements by recipient demographics and promotional features, including coupons. Direct-mail data (n = 418) were acquired from Comperemedia (Mintel) and coded for product type (traditional [eg, chewing tobacco], pouched [eg, moist snuff, snus], or both [traditional SLT and any pouched SLT products]); promotions (eg, coupons); flavors; and themes (eg, masculinity). Using Mintel's volume estimates for number of pieces sent, we calculated the proportion of mail volume sent by recipient demographics (age, income, region) and advertising features across product type. Between July 2017 and August 2018, tobacco companies sent an estimated 249 million pieces of SLT direct-mail to US households; approximately half (49.6%) featured pouched SLT products. Across product types, over 75% of mail volume was sent to 31- to 60-year-old adults and 30-40% was sent to low-income households. The majority (>70%) of pouched SLT product mail contained coupons and flavor promotions. Outdoor and blue-collar-lifestyle themes were prominent in advertisements for all product types, along with less common adventure- and fun-related appeals. Coupons, flavors, and a combination of blue-collar and fun/adventure message themes were used to promote traditional and pouched SLT products through direct-mail, particularly to low-income households. Results support limits on direct-mail coupon distribution and continued surveillance of marketing appeals. There is a long history of research into tobacco advertising practices, largely focusing on cigarettes. This study highlights specific direct-mail marketing tactics used by the tobacco industry, including coupons to promote SLT products across the United States. Given the limited success in reducing SLT use and the association between direct-mail promotions and tobacco use, these study results provide support for policies to restrict use of coupons in direct-to-consumer tobacco marketing and indicate the need for continued surveillance of direct-mail advertisements as the SLT market continues to evolve.

The use of timing to increase personalisation, message impact and response rate

The purpose of this quantitative experimental study was to understand if the use of marketing automation utilising transaction recency compared to a mass-market approach generated statistical significance and an increased response rate. To answer this question, direct mail was used as an instrument to test this hypothesis. The study contained a sample of individuals from nine participating financial institutions. Each participant received one of two direct mail treatments, containing either time personalisation or no time personalisation. Evidence of a statistically significant relationship was found between time personalisation and consumer response, χ2 (1, N = 43,581) = 25.16, p < 0.001. The effect size for this finding, Phi, was small, 0.024. In this analysis, there was a statistically significant association between time personalisation and consumer response. The time personalisation response rate was 1.56 per cent versus a 0.99 per cent response rate for the no time personalisation treatment. Time personalisation of a communication was statistically associated with consumer response within the financial services direct mail marketing channel. This has implications for the marketing professional seeking methods for increasing customer engagement, brand affinity and profit while utilising the bank’s on-premise data and marketing automation tools.

Direct marketing in health and medicine: using direct mail, email marketing, and related communicative methods to engage patients

BackgroundDirect marketing—the delivery of messages via mail, the Internet, and similar routes directly to consumers—is used extensively by healthcare organizations to attract and inform current and prospective patients of health and medical offerings and opportunities. Examples of direct marketing include direct-mail marketing, telemarketing, and Internet marketing, with routes being selected on the basis of their ability to reach desired audiences. The various avenues offered by direct marketing afford options to address most any sought group.DiscussionDirect marketing is one of the most recognized forms of marketing communication, thanks in large part to its widespread use and direct engagement of consumers. While some applications clearly have the potential to irritate consumers (e.g., junk mail in post boxes, spam in email inboxes), direct marketing can be deployed in manners respectful of recipients and, in such cases, it can prove to be a helpful communications asset. To aid others in understanding this particular conveyance method, this article presents an overview of direct marketing and shares deployment insights and experiences from Willis-Knighton Health System.ConclusionsDirect marketing provides a useful communications pathway, permitting health and medical institutions to educate and enlighten desired audiences. Given instances of overuse and misuse by organizations, however, great care must be taken to design and deploy direct marketing initiatives inoffensively. If well designed and respectfully implemented, direct marketing affords significant communications utility, earning a valued place in the marketing communications arsenals of healthcare establishments.

The Direct Effect: Creating Integrated Marketing Campaigns with Direct Mail

Abstract: Consumers live in an omnichannel world and marketing students are often taught marketing concepts through the traditional approaches of print and TV advertising or the digital world of websites and social media. Consumers are moving seamlessly through both these worlds, but there has been little academic attention paid to the reemergence of direct mail and how its connection to digital creates new opportunities for marketers. A complete direct mail and digital marketing class has been developed in an experiential learning framework in collaboration with the US Postal Service and other industry partners. Course materials are constructed as modules that can be used individually, combined with existing courses or used as a semester long experience. To facilitate experiential learning, the curriculum content is supported with resources designed to connect students with the direct mail and marketing industry through guest lectures, in class exercises, and a live omnichannel project experience connecting direct mail with digital.

Direct mail promotion mechanisms and their application in supermarkets

In this study, we consider the problem of selecting supermarket loyalty program members to receive physical direct mail and promotional electronic direct mail (i.e., direct email). To help marketers choose the target members for physical direct mails, we modify the customer’s preference index of our original model to predict members’ repurchase rates for a physical supermarket’s members. Based on members’ predicted repurchase rates, marketers can design proper marketing strategies for different types of supermarket member to improve marketing effectiveness. In addition, because members can only spend a short amount of time reading direct emails before choosing the products that they like, a recommender system based on a simple combination method is introduced. The system determines the most suitable combination of commodity types under the condition that a customized direct email can include only a small, fixed number of such types. In this study, member transaction records from a well-known Taiwanese supermarket were used as the test data. This supermarket’s marketing department reviewed all the experimental results and confirmed that our approach is not only superior to the current approach employed by the supermarket but also useful in designing appropriate direct-mail marketing strategies for selected supermarket members. Our approach is also suitable for direct email sent by the supermarket.

Targeted Undersmoothing

This paper proposes a post-model selection inference procedure, called targeted undersmoothing, designed to construct uniformly valid confidence sets for a broad class of functionals of sparse high-dimensional statistical models. These include dense functionals, which may potentially depend on all elements of an unknown high-dimensional parameter. The proposed confidence sets are based on an initially selected model and two additionally selected models, an upper model and a lower model, which enlarge the initially selected model. We illustrate application of the procedure in two empirical examples. The first example considers estimation of heterogeneous treatment effects using data from the Job Training Partnership Act of 1982, and the second example looks at estimating profitability from a mailing strategy based on estimated heterogeneous treatment effects in a direct mail marketing campaign. We also provide evidence on the finite sample performance of the proposed targeted undersmoothing procedure through a series of simulation experiments.

Using direct mail to promote organ donor registration: Two campaigns and a meta-analysis.

Two direct mail campaigns were undertaken in Rochester and Buffalo, New York, with the goal of enrolling adults aged 50-64years into the state organ and tissue donation electronic registry. Meta-analytic methods were used to summarize the body of research on the effects of direct mail marketing to promote organ donation registration. In the first study, 40000 mailers were sent to targeted adults in Rochester, New York, and varied by brochure-only, letter-only, and letter plus brochure mailing conditions. A follow-up mailer using letter-only was sent to 20000 individuals in Buffalo, New York area. In a second study, campaign results were combined with previously published direct mail campaigns in a random-effects meta-analysis. The overall registration rates were 1.6% and 4.6% for the Rochester and Buffalo campaigns, and the letter-only condition outperformed the brochure-only and letter plus brochure conditions in the Rochester area campaigns. Meta-analysis indicated a 3.3% registration rates across 15 campaigns and 329137 targeted individuals. Registration rates were higher when targeting 18-year-olds and when direct mail letters were authored by officials affiliated with state departments. Use of direct mail to promote organ donor registration is an inexpensive method to increase enrollments in state registries.

Source and Message Framing Considerations for Recruiting Mature Adults as Organ Donors Through Direct Mail Campaigns.

Mature adults represent an important audience segment for organ donation practitioners. Despite their potential impact as organ donors, compared to other age demographics, their registration rates are much lower. The objective of the current campaign was to determine the most effective source and message strategy to promote organ and tissue donation among mature adults. A 2 (states: Illinois and Iowa) by 2 (sources: government agency and organ procurement organization [OPO]) by 3 (taglines: Any age is the right age to share the gift of life, Don't rule yourself out, and Don't rule yourself out: Any age is the right age to share the gift of life) between-subjects design was used to test the effectiveness of direct mailings promoting organ donation to mature adults. Across both Illinois and Iowa, the results revealed that greater organ donation registration rates emerged following exposure to direct mail authored by a state official such as the Illinois Secretary of State or the Iowa Department of Public Health compared to local OPOs. Overall, the findings speak to the effectiveness of direct mail marketing campaign's ability to register potential organ donors. Moreover, the results reveal that it is more important who sends the message as opposed to what the message states.

Are There Metrics for MOOCS From Social Media?

Since “the year of the MOOC” in 2012, the effectiveness of massive open online courses (MOOCs) has been widely debated. Some argue that MOOCs are not an effective mode of instructional delivery because of low completion rates. In the interest of developing alternative indicators of performance this study draws from recent efforts to measure engagement in social media, as well as from research on indicators of student engagement in traditional college courses. Using data from 16 Coursera MOOCs offered by the University of Pennsylvania we calculate standardized access rates for lectures and assessments. While these indicators have clear limitations as measures of educational progress they offer a different, more nuanced understanding of the level and nature of users’ engagement with a MOOC. This paper shows that a very small share of users takes up available opportunities to access course content but notes that the standardized access rates compare favorably with those for social media sites and with response rates to large-scale direct mail marketing programs. For MOOC providers and platform managers, indicators like the ones developed in this study may be a useful first step in monitoring the extent to which different types and combinations of activities may be providing better opportunities for learning.

You've got mail! An examination of a statewide direct‐mail marketing campaign to promote deceased organ donor registrations

This study extends previous direct-mail campaigns by evaluating the effectiveness of a marketing campaign promoting organ donation message strategies from the vantage point of organ donors, organ recipients, individuals on the waiting list, or a combination of these three frames. Illinois residents were randomly assigned to one of four organ donation brochures disseminated via U.S. postal mail. Registrations occurred via the Internet and U.S. postal mail. Individuals register at a greater rate following exposure to the combination framed message compared to organ donor, organ recipient, and waiting list narratives. The campaign revealed that individuals are more likely to register via U.S. postal mail than the Internet. Direct-mail marketing efforts were shown to be an effective approach to promote organ and tissue donation registrations. The results demonstrated a preference for the combination framed brochure. The results are discussed with an emphasis on the practical implications of utilizing direct-mail marketing efforts to promote organ donation among young adults.

“Gone are the days of mass-media marketing plans and short term customer relationships”: tobacco industry direct mail and database marketing strategies

BackgroundAs limitations on traditional marketing tactics and scrutiny by tobacco control have increased, the tobacco industry has benefited from direct mail marketing which transmits marketing messages directly to carefully targeted...

How data and user behaviour analysis impacts sales — especially via mobile

This paper presents a case study on how an organisation improved the percentage of purchases by browsers using smartphones to browse its site. The main focus is on understanding how to improve the performance of mobile and traditional ecommerce, especially during the primary annual Western holiday period (Halloween to Christmas), while reducing the amount spent in search advertising campaigns in favour of direct mail marketing and display campaigns. Over the course of this case study, the characteristics of the users that form the basis of visits to the site and the strategies used to retain them and turn them into repeat buyers — especially from mobile — will emerge. This paper also reviews relevant customer journey models and strategies to optimise them, thus making customer journeys more successful.

Abstract A63: Recruitment strategies in a community-based colorectal cancer study of men and women of African ancestry: The story within the story

Abstract Background: Colorectal cancer screening (CRCS) saves lives, but utilization rates are low, especially among ethnically diverse Blacks. An innovative, community-based trial “Increasing Access to Colorectal Cancer Testing (I-ACT)” is underway to promote CRCS with the immunochemical fecal occult blood test among average risk individuals. Recruiting a representative population requires multipronged recruitment strategies. This abstract describes these strategies as well as the feasibility, challenges and lessons learned in recruiting a diverse sample of Blacks. We assessed enrollment yield by recruitment method, gender, and foreign born status and reasons for ineligibility. Methods: A variety of recruitment strategies were employed based on the literature, community advisory board feedback, and prior experiences with community-based projects. Strategies included a) passive recruitment (i.e. flyers posted within community, direct mail marketing, advertising in ethnic media channels), b) active recruitment (i.e. face-to-face intercepts, health fairs, community events), and c) snowball recruitment (i.e. referrals). For each strategy we recorded the recruitment yield, number of individuals reached and enrolled, and reasons for ineligibility. Results: Potential reach varied widely by method. Overall, 309 interested individuals were evaluated for eligibility, 211 were eligible. Primary reason for ineligibility was being up to date with CRCS, 54 (55%) of 98 individuals. A total of 185 participants (60%) are currently enrolled in the study; 52% female and 8% foreign born. Passive recruitment was the most successful method accounting for 163 of 309 (53%) individuals. Of the 163 evaluated, 114 (70%) were eligible, and of these 100 (88%) enrolled. Active recruitment reached 96 of 309 individuals (31%). Of the 96, 64 (67%) were eligible, and of these 55 (86%) enrolled. Snowballing reached 50 of 309 individuals (16%). Of these 50, 35 (70%) were eligible, and of these 30 (86%) enrolled. The largest enrollment yields for passive methods were from ethnic newspapers (47%) and direct mailing (34%), whereas flyers and local magazines were least successful. The largest enrollment yields for active methods were health fairs (67%) and cultural organizations (11%), whereas the direct intercepts around the community were the least successful. Female participants responded to passive methods (66%), while male participants were recruited via passive and active methods, 42% and 38% respectively. Of the 14 participants enrolled who are foreign born, 85% were recruited via active methods. However, only 42% of non-foreign born participants were recruited via active methods. Conclusions: Challenges to recruitment include low response associated with ethnic media channels and direct mailing, increase proportion eligible individuals enrolled, and difficulty reaching foreign born individuals. Active recruitment was more successful in reaching men and foreign born individuals, perhaps because this approach allows an opportunity for questions and concerns to be addressed. Although labor intensive, a stronger effort must be made to increase active recruitment to include the diversity within the Black community. These lessons have informed adjustments in our ongoing recruitment strategies to increase the number of potentially eligible people who express interest in the study. Citation Format: Stacy N. Davis, Brittany Jackson, Swapomthi Govindaraju, Rania Abdulla, Susan Vadaparampil, Gwen Quinn, David Shibata, Richard Roetzheim, Cathy D. Meade, Clement K. Gwede. Recruitment strategies in a community-based colorectal cancer study of men and women of African ancestry: The story within the story. [abstract]. In: Proceedings of the Sixth AACR Conference: The Science of Cancer Health Disparities; Dec 6–9, 2013; Atlanta, GA. Philadelphia (PA): AACR; Cancer Epidemiol Biomarkers Prev 2014;23(11 Suppl):Abstract nr A63. doi:10.1158/1538-7755.DISP13-A63

Frequency and characteristics associated with exposure to tobacco direct mail marketing and its prospective effect on smoking behaviors among young adults from the US Midwest.

We examined the exposure to tobacco direct mail marketing and its effect on subsequent smoking behaviors in a US Midwest regional cohort of young adults. Data were collected from 2622 young adults (mean age = 24 years) in 2010 to 2011 (baseline) and 2011 to 2012 (follow-up). We collected information on demographics, tobacco use, and exposure to tobacco direct mail materials in the previous 6 months at baseline. Smoking behaviors were reassessed at follow-up. We investigated the characteristics associated with receiving these materials at baseline, and the associations between receiving cigarette coupons in the mail at baseline and smoking behaviors at follow-up. Thirteen percent of participants reported receiving tobacco direct mail materials in the previous 6 months. Receipt of these materials was associated with age, education, and tobacco use (P < .05). Among those who received these materials, 77% and 56% reported receiving coupons for cigarettes and other tobacco products, respectively. Among baseline nonsmokers and ex-smokers, receiving coupons was associated with becoming current smokers at follow-up (P < .05). Among baseline current smokers, receiving coupons was associated with lower likelihood of smoking cessation at follow-up (P < .05). Tobacco direct mail marketing promoted and sustained smoking behaviors among US Midwest young adults. Regulating this marketing strategy might reduce the prevalence of smoking in this population.

Tobacco industry marketing: an analysis of direct mail coupons and giveaways

BackgroundDespite marketing prohibitions, tobacco company marketing expenditures in the USA have continued to grow with tobacco companies shifting focus towards point-of-sale-marketing and direct marketing to consumers through the mail and...

Longer Term Impact of the Mass Media Campaign to Promote the Get Healthy Information and Coaching Service®

The Get Healthy Information and Coaching Service® (GHS) was introduced in New South Wales in February 2009. It used mass reach media advertising and direct mail and/or proactive marketing to recruit participants. This article reports on the long-term impact of the campaign on GHS participation from July 2011 to June 2012. A stand-alone population survey collected awareness, knowledge, and behavioral variables before the first advertising phase, (n = 1,544, August-September 2010), during the advertising period (n = 1,500, February-March 2011; n = 1,500, June-July 2011; n = 1,500, February 2012), and after the advertising period (n = 1,500, June-July 2012). GHS usage data (n = 6,095) were collated during July 2011-June 2012. Unprompted and prompted awareness of GHS mass media significantly increased (0% to 8.0%, p < .001; and 14.1% to 43.9%, p < .001, respectively) as well as knowledge and perceived effectiveness of the GHS. Those from the lowest three quintiles of socioeconomic disadvantage and respondents who were overweight or obese were significantly more likely to report prompted campaign awareness. The majority (84.4%) of new GHS calls occurred when television advertising was present. Participants who cited mass media as their referral source were significantly more likely to enroll in the intensive coaching program. Mass media campaigns remain an effective method of promoting a telephone-based statewide lifestyle program.