Growing Your Hospital Drive!

1. Growing Your Hospital Drive! Andrea Johnson Community Representative aka “The Blood Lady” or “The Goddess of Bloodletting”

2. What a Hospital is Really Like

3. Think Outside the ER • Favorite shows: ER, House, Grey’s Anatomy, Miami Medical, Trauma, HawthoRNe, Chicago Hope • We love them all and they are so true to real hospital operations! Not! I will give you a real insiders view to working your hospital blood drive

5. Low Hanging Fruit, right? Lots of donors in one large place! • Captive audience • Thousands of employees (17,000 at MDACC), patient families & volunteers • They understand patient needs • They import blood all the time They get it……..RIGHT??

6. Not always……. • Hospital employees are just like everyone else • Busy, over worked, under paid, under appreciated • They already save lives • Under advertised/over messaged • Typical blood donor fears • Ignorant of their hospitals blood needs • Not enough time, drive not close enough • Economic struggles • CP’s that don’t care

7. MDACC Summer Example • 608 employees donated in 2006 = 3.8% • Our employee donor base averaged one donation per year • Most employees didn’t know we had 3 donors centers within walking distance • 45% of our employees only donated during blood drives held in common areas throughout the hospital Are you kidding me????

8. Why focus on hospitals ?I should be planting seeds at a large business or church • They are a large business! • Multiple buildings • Will host at least four drives per year • Can be booked in critical times • They use blood and can always be coerced, I mean convinced

9. Where do we start? • Research • Develop a plan to meet your needs • Develop a plan to meet their needs • Planning session with CP • Implement & Track • Celebrate meeting your goals!

10. Research • Every hospital has its own culture to cultivate • MD Anderson Cancer Center • Texas Medical Center – just a few…… • Memorial Hermann Hospital • Texas Children’s Hospital • Veteran’s Affairs Hospital • St. Luke’s Episcopal Hospital • Shriner’s Orthopedic Hospital

11. Common Ground • Mission, Vision, Values • Patient-centric message • Executive support • Include internal communications department • MDACC disclaimer!

12. Plan for Weather Changes • Pre-plan • Spend the time to get it right • Ask questions • Research online and walking the halls • Look at MDACC website

13. Online You Should Find…. • Number of sites • Type of patient they serve • Mission, Vision, Values • Slim idea of culture • Publications & social media utilized • Example: M. D. Anderson employs more than 17,000 people, including nearly 1,400 faculty members. With faculty and staff working in more than 25 buildings in Houston and Central Texas, M. D. Anderson is one of the largest cancer centers in the world.

14. Basic Questions to Ask • How many employees? • Clinical • Non-clinical • How many buildings/sites? • What is the past history, problems you may not be aware? • What forms of advertising/internal marketing do they currently use? • Do you have a strong volunteer department? • Are they open to new ideas?

15. Basic Info to Have Ready • How much blood they have imported from you in the last three years • How much you have collected from them in the last three years • Any special incentive program offered to hospitals…. Ex. paying bills on time • Materials you can offer • Observations you have made

16. Develop a Growth Plan to Meet Your Needs • Critical months to make goal • More sites=more drives=more units • One large hospital drive = two or three less smaller drives, more efficient

17. Develop a Growth Plan to Meet Their Needs • WIFM • More sites=more drives=more units for their patients • Allows non-clinical employees to participate in patient care • Meets their core values

18. Cultivating Session with Chairperson • Be Creative • Consider a campaign – hospitals love them • Catchy slogan • Outside the Box Thinking • Strategy • Get Some Help • Promote! Promote! Promote!

19. Get Some Help Planting More Seeds • Form a committee • Utilize volunteer dept. • They can assist with waiting rooms/family members • Internal communications • External communications • Find out what other recruiters do at other hospitals

20. Outside the Box Thinking Explore all options for promotions Don’t forget anyone Expand on their mission, vision, values WHAT HAS ALWAYS BEEN DONE Tailor your ideas and materials to fit their culture Ask as many people as possible to donate blood Focus on departments not just the hospital as awhole Find out facts about where the blood goes at their hospital Be willing to do whatever it takes

22. Planting the Seeds • Drops/Blitzes / face- to- face • Signage • Posters / Tabletops / Banners • E-mail blasts • Intranet / Hospital TV slides/Video • Managers Forum/Meetings • Speakers Bureaus • Publications – online & print • Sign Up Tables • Social media (Facebook, Twitter, Yammer)

23. Implement & Track • Develop a timeline/outline for CP • Make it as easy as possible for the CP • Praise and Thank ahead of time • Keep the CP informed • Visit the drive and provide feedback • Provide drive data quickly

24. Tracking Example

26. Celebrate Meeting Your Goals! • Enjoy the fruits of your labor! • Open Forum • Passing out the CD’s with form

27. Go Get ‘Em! Andrea Johnson 713-794-1362 asjohnso@mdanderson.org The University of Texas M. D. Anderson Cancer Center Blood Bank