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

wpfl@akoyaonline.com

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:wpfl@akoyaonline.com

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!