A new study published in the British Medical Journal has revealed that pregnant women are more likely to quit if they were given a paid incentive. The study offered the women £400 worth of vouchers which lead to higher success rates than those women who were given the standard NHS anti smoking advice.
Vouchers Could Be Cost Effective
Researchers argued that the £400 incentive could be “potentially cost-effective” in comparison with the cost of the NHS in treating individuals with smoking related diseases which racks up to an estimated annual cost of £64 million.
23% of the pregnant women who were offered vouchers when they met certain milestones was much higher than the 9% control group. The following year 15% of the ones who received cash vouchers where still smoke free while only 4% kicked the habit in the other group.
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