Promoting Organ Donation – A Winning Experience Kathy Schultz Senior Marketing Consultant, UW Health Trey Schwab Outreach Coordinator, UW Organ and Tissue Donation Suzanne Rasmussen Waitlist Candidate, UW Health Transplant
Feb 25, 2016
Promoting Organ Donation – A Winning Experience
Kathy SchultzSenior Marketing Consultant, UW Health
Trey SchwabOutreach Coordinator, UW Organ and Tissue Donation
Suzanne RasmussenWaitlist Candidate, UW Health Transplant
Our History:Charter Media and UW OTD
• July 2007: Met with Charter Media to discuss a TV advertising campaign to promote organ donation
• September 2007: Asked WPS Insurance to sponsor first TV ads and a series of on-demand videos ($60,000 for this package)
• WPS agreed to underwrite the entire package if Charter agreed to match it by 3:1 ratio – so we would receive $240,000 in paid advertising
• DONE DEAL! We produced the commercials and were on air by March 2008 (commercials featured our UW OTD staff – great idea from Iowa)
• Ads and videos ran statewide for 12 months (March 2008 - March 2009)
• Saturation campaign – more than 6,000 ads ran• Prior to donor registry: Message – sign your
license and talk to your family• Showed increase in donor designations of 1.5%
total (approx. 100,000 new designations) • Really difficult to effectively measure results
without a donor registry• “Priming the pump” for Wisconsin donor registry
launch on March 29, 2010
• Zoom ahead to 2010: Scripted series of events, campaigns, Transplant Games, etc. to really promote donation for the full year; no advertising ran during this time
• Fall of 2010 – Met with Charter Media and various potential sponsors to try to find someone to underwrite a new TV campaign; unsuccessful
• March 2011: Charter’s “contest” to test various combinations of advertising platforms (TV ads, Charter Main Street, on-demand, Music Choice, web advertising)
• Charter would donate a large package to a charitable non-profit organization who could return accurate data measurements before, during, and after the campaign
• Competition with several non-profits (Red Cross, Susan B. Komen, etc.); each met with a Charter sales team and regional managers to present their case
• UW OTD/organ donation selected in April 2011, just prior to the last Doug Miller Symposium
The Power of One Campaign
Used Every Charter Media Advertising Component:
• Series of web ads that featured Dottie• Digital Choice Music ads • Charter Main Street Channel ads
Produced videos for Charter on-demandSelected seven transplant recipients and two wait list candidates/families to feature
Produced three TV ads using same recipients/patients
General Donation FactsHockey GrandmotherMechanic
Campaign Timeline• Research, planning, graphic design, online ads, and
music channels ads start to air: April 2011• Recipient and patient interviews: April - July 2011• Filming and editing TV and videos: September 2011• Production/editing done: December 2011• TV ads ran: December 2011 - April 2012• Campaign ended: April 30, 2012
Results• Online ads: Exceeded national averages for click-
through rates (.07% vs .03%)• Music Choice ads: Increased Dottie’s Facebook
likes by 23%• Charter Main Street channel ads: Increased
Dottie Dolls sales by 183% during campaign• Television ads: Online donor designations
increased 10.5% during campaign• On-demand videos: Viewing rate was 27% higher
than the average viewing rate of other on-demand health-related videos
Value
• Internet advertising: 300,000 impressions = $3,600• Music Choice advertising: 6 months = $1,800• Charter Main Street advertising: 4 months = $14,400• Television advertising: Production + 4 month air time =
$56,500• On-demand videos: Production + 6 month air time =
$54,000
• Total Value = $130,300• Cost to UW OTD = $0
How Did This Whole Effort Start?
A physicians assistant at UW Health Transplant was dating
someone who worked at Charter Media and she helped to arrange a meeting with him, Kathy, and Trey.
Ripple effect still happening six years later!
Suzanne RasmussenTransplant Waitlist Candidate