At the Co-operative Pharmacy in Hilltop, West Bromwich, stop smoking advisor Janet Dillon is giving her client more support than usual.
Janet is helping him for 12 weeks, which is twice as long as happens under the traditional service provided to enable smokers to quit.
She is able to do this because of a change in the way smoking cessation services are provided.
Under the system, providers of stop smoking sessions are now receive payments on results.
The primary care trust gives a specific payment to service providers who have clients who have proven to have quit both at a four week point and a 12 week point. More money is offered for quitters in specifically targetted groups such as pregnant women and people in areas of deprivation.
As a result more smokers are quitting, which is good for their health and good for business at the Co-operative Pharmacy.
Adrian Wilkinson, superintendent pharmacist for the Co-operative, says it represents a good business model. "We worked out that by bringing through 60 – 100 new people through the service each month it would allow us to provide an improved service and focuses the mind to encourage as many smokers as possible to quit," he says.
From an NHS point of view, directing resources towards stopping smoking is a worthwhile cause as the return on investment is clear.
Due for review February 2013