Assessing IQOS Marketing Influences and Consumer Behavior in Israel: Implications for the US

总结/摘要 全球市场越来越多地包括加热烟草产品（HTPs）。菲利普莫里斯国际公司（PMI）提交了 全球HTP领导者IQOS的上市前烟草申请，并正在寻求改良风险烟草产品 对该产品的分类。考虑到IQOS即将引入美国市场， 从其他环境中获取营销数据，以告知和推进有关IQOS的监管工作。该提案利用了 科学前提和基于社会生态框架的概念框架，表明 市场营销的监管背景和影响，以及创新理论的传播，市场营销会计 战略和渠道，以及对消费者行为和观念的影响。在政策层面，虽然有 IQOS在几个国家都有市场，以色列的独特之处在于它代表了3个不同的监管机构， 背景：1）在IQOS最初出现在以色列期间，它没有被归类为烟草产品（2016年12月至2017年4月）; 2)在相对较弱的监管背景下（2017年4月至2019年），它被归类为烟草产品; 3）它将被 在新的进步立法中作为烟草产品进行监管（2019年开始生效）。我们的研究团队 自2016年以来，我们一直在收集和分析以色列的IQOS营销数据;因此，我们处于战略地位，可以比较 PMI在这些不同的监管背景下使用的真实市场营销策略，并研究消费者对 在以色列和美国的营销内容。PMI的IQOS网站建议瞄准至少4个消费者市场 细分市场（商业与时事;艺术、文化与时尚;自然与徒步旅行;创新与技术）。因此他们的 营销内容和分销渠道可能反映了这些群体。然而，这些段可以是不同的。 PMI市场营销优先考虑，并且可能在其可能的IQOS使用和感知方面有所不同。综上所述，以色列 监管背景和我们之前的研究提供了一个机会，以促进美国准备监管IQOS营销。这 将是至关重要的，因为需要独立的研究，特别是使用现实世界的营销和借鉴 因此，我们必须采用业界自己的方法，以便真正估计这些产品及其营销对人口的影响。整体 这项工作的目标是为烟草监管工作提供信息，以最大限度地减少烟草使用对人口的危害。为此， 当前的目标是研究以色列在3个监管期内使用的IQOS营销策略，并研究 他们对以色列和美国人口的影响。我们提出了两个相互关联的具体目标：1）检查IQOS 从以色列市场的出现，在以色列的营销策略;和2）研究以色列和美国的细分市场 与IQOS使用和/或未来使用的可能性有关的成年人。本提案响应RFA-OD-18-002，重点关注 市场营销的影响和行为，并涉及严格的方法的创新应用。通过检查 PMI的IQOS营销策略在以色列的3个不同监管时期使用，并了解 这些策略对不同消费者群体的影响，以及它们在多大程度上适用于美国消费者， 将提供信息，以更好地估计IQOS及其在美国的营销的潜在影响。

SUMMARY/ABSTRACT The global market has increasingly included heated tobacco products (HTPs). Philip Morris International (PMI) submitted a Premarket Tobacco Application for IQOS, the global HTP leader, and is pursuing Modified Risk Tobacco Product categorization for this product. Given the impending introduction of IQOS into the US market, it is critical to leverage marketing data from other contexts to inform and advance regulatory efforts regarding IQOS. This proposal leverages a scientific premise and a conceptual framework based on a Socioecological Framework, indicating the importance of regulatory contexts and implications for marketing, and Diffusion of Innovation Theory, accounting for marketing strategies and channels, as well as impact on consumer behavior and perceptions. At the policy level, while there are several countries in which IQOS has a presence in the market, Israel is unique in that it represents 3 distinct regulatory contexts: 1) during IQOS’s initial emergence in Israel, it was not categorized as a tobacco product (Dec 2016-Apr 2017); 2) it was classified as a tobacco product in a relatively weak regulatory context (Apr 2017- 2019); and 3) it will be regulated as a tobacco product within new progressive legislation (going into effect beginning 2019). Our study team has been collecting and analyzing IQOS marketing data in Israel since 2016; thus, we are strategically positioned to compare real-world marketing strategies used by PMI in these different regulatory contexts and to examine consumer reactions to this marketing content in both Israel and the US. PMI’s IQOS website suggests targeting at least 4 consumer market segments (business & current events; art, culture & fashion; nature & hiking; innovation & technology). Thus, their marketing content and distribution channels likely reflect these groups. However, these segments may be differentially prioritized by PMI marketing and may be distinct in their likely IQOS use and perceptions. In summary, the Israeli regulatory context and our prior research offers an opportunity to advance US readiness to regulate IQOS marketing. This will be critical, given that independent research is needed, particularly using real-world marketing and borrowing from the industry’s own methods, in order to truly estimate population impact of such products and their marketing. The overall goal of this line of work is to inform tobacco regulatory efforts to minimize population harm of tobacco use. To this end, the immediate objective is to examine IQOS marketing strategies used in Israel during 3 regulatory periods and examine their impact on segments of the Israel and US population. We propose 2 inter-related specific aims: 1) examine IQOS marketing strategies in Israel from its emergence in the Israel market; and 2) examine market segments of Israeli and US adults in relation to IQOS use and/or likelihood of future use. This proposal is responsive to RFA-OD-18-002, focusing on marketing influences and behavior, and involves innovative applications of rigorous methodology. By examining PMI’s IQOS marketing strategies used in the 3 different regulatory periods in Israel and understanding the impact of these strategies on different segments of consumers and the extent to which they generalize to US consumers, findings will provide information to better estimate the potential impact of IQOS and its marketing in the US.