​Little is known about how incentives may encourage low-income smokers to call for quitline services. Using weighted population estimates from the 2011–2015 California Health Interview Survey data, this study evaluates the impact of outreach through health channels on California Medicaid (Medi-Cal) quitline caller characteristics, trends, and reach.

Statewide outreach was conducted with health providers, Medi-Cal plans (all-household mailings with tracking codes), and public health organizations (March 2012–July 2015). For incentives, Medi-Cal callers could ask for a $20 gift card; in September 2013, callers were offered free nicotine patches. In total, 92,000 Medi-Cal smokers called, a 70 percent increase from prior annual averages. Annual reach increased from 2.3 percent in 2011 to peak at 4.5 percent in 2014.