Through a series of tailored webinars, Cogora: The Agency worked collaboratively with our client to provide educational content to key segments of the primary care healthcare team to help alleviate this issue.

The aim of this series was to encourage integrated smoking cessation support throughout primary care. By working closely with our client, we aimed to provide primary care professionals with the skills, tools and knowledge essential to delivering smoking cessation at all levels of practice. This ranged from frontline staff, such as GPs and nurses, to ‘back office’ workers, such as practice managers.

Our approach

The first step in the content development process was to identify the existing educational needs of our target audiences, which was achieved through a series of quantitative research surveys. Along with our leading KOLs, we were able to develop visually engaging slides designed to target these needs, using language, visuals and content specific to each audience.

Online adverts and email newsletters were used to attract our attendees via our media brands Pulse, Nursing in Practice and Management in Practice. Each of our speakers delivered their presentations to a live audience, followed by a question-and-answer session that allowed attendees to interact with the experts.


The webinar series covered current information in smoking cessation that was relevant to each audience’s practice. Feedback was overwhelmingly positive, with attendees describing these webinars as ‘enjoyable’, ‘informative’ and ‘clear’.

The pressing need for smoking cessation support and education in the UK was made clear from discussions with speakers and audience feedback. By encouraging everyone to take an active role in smoking cessation, and ensuring they have the tools to do so, we can work together to reduce the impact of smoking on patients and the healthcare system.