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Hello friends –
The team behind EX has some exciting news to share!
Over the past 18 months, we have been exploring the possibility of expanding the collaboration between EX and Mayo Clinic. We’re writing to give you an update (warning, it’s long!) about the status of those explorations, to tell you about some of the exciting changes that are on the horizon, and to ask for your help and tell you how you can get involved.
As many of you know, Mayo Clinic has been providing their clinical expertise since EX was launched in 2008. The team at the Mayo Nicotine Dependence Center helped to architect the original version of the website and created much of the content you find throughout the site. And, of course, Dr. Hurt and now Dr. Hays have been regular contributors here in the Community for many years. This has been a really productive partnership, and one that we have wanted to expand for quite some time… to create an even better quit smoking program and to reach more smokers with that program.
To help inform our thinking about what a new and improved version of EX could and should look like, we talked with over two dozen EX members last fall. We wanted to hear specifically about what’s working on EX, what could be improved, and what the most important elements of the EX experience are. Many of you have also been sending “wish list” ideas to Mark since he started as the EX Admin. We’ve taken all that feedback, combined it with what we know about treating tobacco dependence and what we know about technology, and created an initial vision of what we’re calling EX 3.0. We’re making this announcement now because we’ve recently gotten approval to make this vision a reality!
Our vision is to create a robust, individually tailored quit smoking program that integrates the best digital/online experience with the gold-standard counseling provided by Mayo Clinic counselors. Specifically, this plan is to expand EX as we know it to create a quit smoking program that…
- … helps more people benefit from the “wisdom of the crowd.” What makes EX unique are all of YOU. The friendships and support and passion that exist here in the EX community are truly special. We know that online communities aren’t for everyone, but we also know that many users on EX never get exposed to some of the great information that is exchanged here in the Community. We aim to change that in EX 3.0.
- … provides increasing levels of personalized support as needed. For some, the content and tools on EX will be sufficient. Others will benefit from an expanded text messaging program that is fully integrated with the website. And still others will need more intensive one-on-one support from a counselor either through an online chat or phone counseling. Our goal is to make more services available at an intensity that fits the needs and comfort level of all users.
- … changes and adapts throughout a user’s quit smoking journey. Our goal is to provide a more personalized, customized, tailored experience that leaves each and every member feeling like “this program was made for me.” Whether you’re quitting for the first time or the tenth… a new user or someone who has been around for a while… firmly established in your quit or struggling to get through the next hour… EX will be there with relevant, timely, and helpful information, tools, and support.
- … works on any device, all the time. Desktop, tablet, phablet, iPhone, Android… you name it, and EX will be there.
- … arms smokers with information and support from all types of experts. There is no one magic bullet for quitting. EX 3.0 will blend the best scientific evidence about quit smoking strategies with the real-world, tried-and-true wisdom of current and former smokers. Our goal is to help each user craft the quit smoking plan that works best for them.
- … makes it easy to connect with other users. Technology can do some pretty cool things to support relationships and foster a sense of community. EX will be an improved experience for those of you that actively connect with others and for those that simply like to browse.
- … celebrates important milestones throughout the quit smoking journey. One day, one week, one month, 10 years. Milestones are a critical time to reflect on the ups and downs, appreciate all that has been learned, and most of all, to celebrate! The new version of EX will make it easy for members to keep track of their own milestones, to share them as they desire, and for members to cheer each other on.
- … is a central part of the healthcare experience. There is often a disconnect between the powerful conversations that happen in healthcare settings about smoking and getting connected with a quit smoking program. That gap makes it all too easy to put off quitting until tomorrow. We want to make it easier for smokers to connect with EX right from their doctor’s office.
Why mess with a good thing?
There are two reasons we began exploring the possibility of expanding the EX program. The first has to do with the technology. The current website is on software that was implemented in 2007/2008 and frankly… it’s tired. It gets the job done but there’s just soooo much more the site could be providing in terms of information, tools, and communication channels.
The second reason has to do with finances. Since the site was launched back in 2008, it has been run as a public health campaign… free of charge to all users with the goal of improving the nation’s health by boosting quit rates. Running a program like this has required a significant investment over the past 8 years by Truth Initiative (formerly the American Legacy Foundation). The time has come for us to explore ways to generate revenue to help cover the costs for running the program. Rest assured – EX will continue to be available free of charge, including the Community. Our intent is to expand EX to include additional features (such as one-on-one support with Mayo Clinic counselors) that would be available to users whose membership is sponsored. Sponsors may include employers, health plans, or wellness providers… organizations that have a vested interest in connecting smokers with engaging and effective cessation treatment like EX. Of course, if we find that non-sponsored members are also interested in these additional services, we could certainly make them available on a fee-for-service basis.
When is all this happening?
As you might imagine, this is going to be a BIG project. The site involves a few different software platforms, each of which has its own quirks. And with over 650,000 registered users on EX, there is a LOT of data to move over. We plan to tackle it one piece at a time to ensure the following:
- Time to gather feedback and input from existing members and potential partners
- Minimal disruption to you, our existing members
- A seamless transition from one platform to the next that retains the pieces of EX that you value the most. Blogs, private messages, group discussions… they will all be part of the new experience. And more!
- The ability to test, test, and re-test things before they go live… not only to make sure things work, but to make sure what we’re creating is usable, engaging, and helpful!
Phase I will focus largely on moving the community to a new software platform. Our intent is to retain the same look and feel… same EX color scheme, same logos, etc... but to vastly improve the features and functions (including speed!) available to Community members. The goal is to have the new community software in place by fall 2016.
Phase II will involve a change to the overall look and feel of EX and the integration with Mayo Clinic counselors. It will also include much more content on a broader range of topics related to quitting, and likely some new tools and features. We’re knee-deep in the planning process for this phase, so there aren’t as many details to share on that front yet, but stay tuned! Phase II will be rolled out in spring 2017.
What can you expect from us?
Communication, communication, and more communication! Going forward, it’s inevitable that we won’t be able to please everyone all of the time. There will likely be compromises and tradeoffs that we have to make in terms of how the new Community platform will work. Some people may love some of the new features that become available, while others may find them irrelevant or even annoying (hopefully not!). Some people may really miss certain aspects of the current website, while others may celebrate its demise. Our intent is to ask lots of questions, solicit input and feedback often, and do our best listening… ultimately to create the best experience for members who are here today and everyone yet to come. Our intent is also to be transparent all the way through this process. We will keep you informed about the decisions we’re making, why we’re making them, and what they mean for you as an EX member. Surprises are great for birthdays and Valentine’s Day… not for an online quit smoking program! This information will come through a variety of channels, including the following:
- Monthly Update: We will post a monthly update to keep everyone apprised of what’s on the radar for the near term
- Online Chat Sessions: We will host two live online chat sessions each month for people to ask questions. We’ll try to schedule these at different times and on different days of the week to increase the chances that everyone who is interested can attend. The first one will be held Wednesday, March 16 from 1pm-2pm Eastern. Stay tuned for details on how to connect and for the date of the 2nd session.
Keeping an open, 2-way dialogue throughout this process will be critical. To that end, we will also be creating multiple, ongoing opportunities for members to provide feedback. Your experience with the current version of EX is important to us, and your reactions and experience with the new features we pilot test will be critical to inform the direction we take.
- Mark set up a Group where we will be discussing EX 3.0 on an ongoing basis.
- There will also be specific opportunities to provide feedback through surveys or online focus groups and possibly even in-person focus groups. We don’t have any scheduled yet, but will make sure these are well publicized so people are aware of these opportunities.
- We will also be forming an Advisory Board of EX members to help inform our work throughout this process. Stay tuned for more details on what this position will entail and how to apply if you’re interested.
Both of us – and the teams behind us – are completely committed to making EX the best program it can be and ensuring that it is available for many years to come. We value your experiences and insights and opinions, and look forward to working together!
Warm regards ~
Dr. Amanda Graham
Director, BecomeAnEX
Dr. Taylor Hays
Director, Mayo Clinic Nicotine Dependence Center
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