Workplace Partnership for Life Learning Series Webinar Hospital Campaign Orientation/Refresher Wednesday, November 5, 2014 3:00 – 4:00 p.m.
Workplace Partnership for Life Learning Series Webinar
Hospital Campaign Orientation/Refresher
Wednesday, November 5, 20143:00 – 4:00 p.m.
AgendaWelcome and Introductions
• Mary Ganikos, Division of Transplantation, HSB, HRSA• Rita Maldonado, Division of Transplantation, HSB, HRSA• Venus Walker, Division of Transplantation, HSB, HRSA
Hospital Campaign Overview• Mary Ganikos, Division of Transplantation, HSB, HRSA
Getting Started/Creating a Team• Kellie Wier, RN, Director of Hospital Development, Mississippi Organ Recovery Agency
(MORA)• Shawn Rossi, Vice President for Marketing and Public Relations, Mississippi Hospital
Association
Using Hospital Campaign Resources/ Campaign Best Practices• Genna Cavanaugh and Shelly Morningstar, Akoya
Open Mic/Q&A
Hospital Campaign Support Team• Akoya
– Genna Cavanaugh– Shelly Morningstar– Bette Hughes
• Provide support to HRSA’s Workplace Partnership for Life– Monthly “News & Updates” e-newsletter– Development of campaigns such as Hospital Campaign– Materials for toolkits, webinars, and related efforts– Campaign coaching calls– Management of email and correspondence at
Where is HRSA/DoT Within the Federal Government?
U.S. Department of Health & Human Services(ACF, ACL, AHRQ, ATSDR, CDC, CMS, FDA, HRSA, IHS, NIH, SAMHSA)
Health Resources & Services AdministrationHealthcare Systems BureauDivision of Transplantation
Organ, Tissue, and Blood Stem Cell Donation Branch
What is the Division of Transplantation?
An entity within HRSA’s Healthcare Systems Bureau with oversight responsibility for:
• Organ Donation and Transplantation Program
• National Blood Stem Cell Transplant Program
DoT’s Organ Transplant Functions• Provide support for and oversight of the U.S. transplant
system to promote evidenced-based organ allocation policies and systems.
• Increase Organ Donation• Grants• Contracts• Special Projects
Workplace Partnership for Life
• Involve organizations in educating staff and communities about the need for donation
• Encouraging individual commitments to become donors
• Workplace Partners – 18 charter partners at the 2001 launch– Currently more than 10,000
• WPFL Campaigns– Take 5, Save Lives– Campus Campaign– Hospital Campaign
Hospital Campaign History2008 – Donate Life Louisiana Hospital Campaign• Partnership: Louisiana Hospital Association and LOPA, the Louisiana Organ
Procurement Agency• Vision: Create a campaign that every hospital, regardless of size or type,
could implement, to increase the registry list while educating communities– Launched at the 2008 LHA Summer Conference– LOPA contacted HRSA in late summer '08 to help support the effort; HRSA participated at
the first launch event in early 2009 – Over 55 hospitals actively participated, representing more than 80% of Louisiana
hospitals; each hospital set a registry goal
• First goal: To increase the Donate Life Louisiana Registry by 10% or 160,676 new registrations by the end of 2009
– The campaign reached this goal in just five months by early August, 2009
• Second goal: To add 100,000 additional donors by June 2010– The campaign met and exceeded the second goal with a total of 262,000 new
registrations added; measurement was tracked by using hospital-coded paper registry forms
2011 – HRSA launches WPFL National Hospital Campaign
Hospital Campaign Leadership TeamKen AlexanderVP, Quality & Regulatory ActivitiesLouisiana Hospital Association Cathi ArendsDirector of Hospital and Donor
Family ServicesLife Connection of Ohio
Christy BethelDonation Development CoordinatorOneLegacy Karan CollinsDirector of Hospital DevelopmentDonor Alliance (AOPO HD Council Co-Chair) Lauren FittingCommunity Outreach/Partnership CoordinatorLifeline of Ohio
Todd FranzenCommunity Education CoordinatorGift of Life Donor Program
Deborah GibbsPublic Relations ManagerLifeShare of the Carolinas Kirsten HeintzDirector of CommunicationsLouisiana Organ Procurement Agency Jenny Miller JonesDirector of EducationKentucky Organ Donor Affiliates Becky GertschDirector of Hospital DevelopmentArkansas Regional Organ Recovery Agency Patty LadegaardProgram CoordinatorDonate Life California
Katy SmithDirector of Marketing and CommunicationsLifeshare of Oklahoma
Yoli MontemayorRegional ManagerTexas Organ Sharing Alliance Josh MullerManager of CommunicationsGift of Hope Kelly ThompsonExecutive Policy and Privacy OfficerThe PA eHealth Partnership Authority Diana WestbrookEditorUNOS Charlene ZettelPresident/CEODonate Life California
Phase IV Goals• Increase donor registrations by 100,000
• Engage and enroll additional hospitals, transplant centers, hospital associations, and DLAs
• Support all enrollees in participating, expanding activities, and earning recognition
• “Institutionalize” donation promotion as a routine and customary practice for all partners
Phase IV Timeline
Hospital Campaign National PartnersAmerican Hospital AssociationAmerican Society of TransplantationAmerican Society of Transplant SurgeonsAssociation for Multicultural Affairs in TransplantationAssociation of Organ Procurement OrganizationsDonate Life AmericaDonation and Transplantation Community of PracticeInternational Transplant Nurses SocietyNATCO, The Organization for Transplant ProfessionalsOrgan Donation and Transplantation AllianceUnited Network for Organ Sharing
National Partner Commitments• PROMOTE the campaign through
standard member communications channels
• SHARE the updated Phase IV campaign resources by posting or linking to the Hospital Campaign webpage
• ACKNOWLEDGE in various ways those who are recognized for their efforts in the Campaign Challenge
Enroll in the Hospital Campaign
• Enroll in the Hospital Campaign at:www.organdonor.gov/howhelp/hospitalcampaign.html
• Join WPFL e-news list—email request to:[email protected]
Getting Started/Creating a Team
• Kellie Wier– RN, Director of Hospital Development, Mississippi
Organ Recovery Agency (MORA)• Shawn Rossi
– Vice President for Marketing and Public Relations, Mississippi Hospital Association
Getting Started
• Secure high-level support within your organization• Enroll in the challenge• Establish your campaign team• Schedule a coaching call• Develop a campaign plan
and timeline• Set enrollment, participation, and registry goals
Creating a TeamRecruiting strong Hospital Campaign teams
• Hospital partners– Donation champions/key hospital leaders– Donation Advisory Council members– PR, education and marketing staff– Human Resources, community health
educators• OPO/DLA partners
– OPO Hospital Development and Public Relations staff– DLA Public Education/Community Relations staff – Eye and Tissue Bank team members
• Hospital Association partners– Quality Improvement staff – Communications/Marketing directors
• Community partners – Blood and eye banks– Community health centers– Media
Creating a TeamCollaborating for campaign success
• Communicate and localize the message
• Share the goal• Host Campaign launch and
recognition events• Emphasize benefits for all
partners– Recognition and increased
registrations help save more lives
Creating a TeamManaging your team
• Build enthusiasm and excitement• Provide short presentations/effective
questions • Identify next steps and delegate• Set a regular schedule of team meetings• Value, recognize, and reward participation
Using Hospital Campaign Resources/Campaign Best Practices
• Genna Cavanaugh and Shelly Morningstar, Akoya
Using Hospital Campaign ResourcesScorecard – Going for GOLD
• Enrolled hospitals earn recognition through actions
• More than 40 suggested donor registration activities to earn points
• Campaign Scorecard for recording actions Scorecard Phase IV.pdf
www.organdonor.gov/howhelp/hospitalcampaign.html
Using Hospital Campaign ResourcesToolkit – Campaign materials and templates
• Communications materials on HRSA website
• Guide and Scorecard Coming soon in Spanish
• Toolkit badge icon Link for partner websites
• Learning Series webinars• Campaign coaching
www.organdonor.gov/howhelp/hospitalcampaign.html
Using Hospital Campaign ResourcesPaths to Recognition –
effective activities promote achievements
• Send an email blast from your CEO announcing the Campaign
• Make presentations at departmental and physician meetings
• Include articles in employee and community newsletters
• Post a web banner with link to DLL registry
Using Hospital Campaign ResourcesLeveraging national observances and
calendar of events
• Schedule monthly donor designation drives/events
• Coordinate registry drives with community health outreach events
• Feature weekly/monthly email blasts with Hospital Campaign updates
• Involve local media partners• Spread the opportunity: enroll partners in the Campaign
Campaign Best PracticesCollaboration, engagement, communications
• Collaboration between all participants− Hospitals− Hospital Associations− Donation Organizations
• Dual campaign support from hospital team members− Development − Public Relations/Marketing
• Community engagement included• Internal/external communications drive all messages to
state donor registry
Campaign Best PracticesSpecific participation, registry goals –
and tracking methods
• Stress the importance of donation/registry enrollment
• Set and share Hospital Challenge goal
• Share and replicate successes
Open MicQ&A
• Discussion and Q&A
THANK YOU!
Join Us for Our Next Webinar
Learning Series WebinarWednesday, January 21, 2015
2:00 – 3:00 p.m.
Happy Holidays!