Personalized Tobacco Treatment in Primary Care (MOTIVATE)

Eligibility Criteria for Primary and Specialty Care Clinicians * Clinician from participating clinic * At least 18 years of age * Can speak and understand English Eligibility Criteria for Primary Care and Specialty Patients Inclusion: * Patient at participating clinic * Age 18 years or older, inclusive * Current smoking (cigarettes per day \>=5) * Can speak and understand English * Willing to consider medication to help reduce craving or smoking such as nicotine patch, lozenge, or varenicline Exclusion: * Active use of smoking cessation medication (within the past 30 days) * Receipt of smoking cessation medication or prescription for smoking cessation medication (within the past 30 days) * Having a contraindication for cNRT or varenicline (allergic reactions, current cardiac problems, pregnancy)