HOW TO MANAGE ADVERSE PUBLICITY: THE CASE OF SPAIN RAFAEL MATESANZ DIRECTOR ONT - SPAIN

Transcription

1 HOW TO MANAGE ADVERSE PUBLICITY: THE CASE OF SPAIN RAFAEL MATESANZ DIRECTOR ONT - SPAIN

2 UNIVERSAL PROBLEM

3 FAMILY APPROACH: A KEY POINT OF THE PROCESS

4 FAMILY INTERVIEW PREVIOUS EXPERIENCE SKILL OF THE COORDINATOR YES NO

5 MAGIC SOLUTIONS : PUBLICITY CAMPAIGNS

6 CLASSIC APPROACHES TO IMPROVE ORGAN DONATION Changes of Legislation Publicity Campaigns Donor Registries Donor Cards / Driving Licenses Other ways of promotion...

7 DIRECT RELATIONSHIP BETWEEN IMPACT OF THE CAMPAIGN MONEY INVESTED IT IS UNWISE TO HAVE TO HAVE MUCH CONFIDENCE IN DIRECT PUBLICITY CAMPAIGNS AIMED AT THE GENERAL POPULATION...

8 EXCESS OF PUBLICITY

9 INVESTMENT IN PUBLICITY SPAIN OTHER TELEFONICA EL CORTE INGLES PROCTER & GAMBLE HEALTH MINISTRY 4,02% 3,55% 3,25% 0,001% TOTAL: 2004 MILLIONS

10 APART FROM SOME ANECDOTAL OBSERVATIONS, THERE IS NO EVIDENCE ON MEDICAL LITERATURE DOCUMENTING THAT DIRECT PUBLICITY CAMPAIGNS ARE REALLY ABLE TO INFLUENCE POSITIVELY THE ATTITUDE OF THE PUBLIC TO ORGAN DONATION.

11 % NATIONAL SURVEY TV PUBLICITY CAMPAIGNS 12 MONTHS SURVEY: FOLLOW UP SAME LEVEL EXPERIENCE OF THE AUSTRALIAN KIDNEY FOUNDATION ASSESSING THE KNOWLEDGE OF THE GENERAL PUBLIC ABOUT ORGAN DONATION AND TRANSPLANTATION

12 SPANISH MULTIVARIANT NATIONAL SURVEY SIGNIFICANT RELATIONSHIP BETWEEN... PUBLIC ACCEPTANCE OF ORGAN DONATION CONVICTION THAT TRANSPLANTATION IS A GOOD ELEMENT OF HEALTH CARE Martín et al, NEFROLOGIA 1991

13 positive GOOD + TRANSPLANT BROADCASTS SOCIAL PERCEPTION DONATIONS negative BAD - MASS MEDIA CITIZENS

14 NEGATIVE INFLUENCE OF ADVERSE PUBLICITY ON ORGAN DONATION

15 UNITED KINGDOM: PANORAMA EFFECT BBC-TV: ARE REALLY DEAD THESE DEADS? ORGAN DONORS year

16 FRANCE: PUBLIC DISCUSION ABOUT PRIORITIES IN THE ACCESS TO WAITING LISTS SAME IN GERMANY 2012

17 1996: DIPLOMATIC DISCUSION USA SPAIN FOR A JOURNALIST PRIZE ABOUT FALSE ORGAN TRAFFICKING

18 SPAIN: PUBLIC DISCUSSION ON ORGAN TRAFFICKING REPORTS

19 TORINO (ITALY) NEGATIVE IMPACT OF CONFLICTIVE NEWS IN DONOR DETECTION AND FAMILY REFUSALS 2002

20 SANITARY SCANDALS IN LOCAL MEDIA oct-03 sep-03 ago-03 jul-03 jun-03 may-03 abr-03 mar-03 feb-03 ene-03 dic-02 nov-02 oct-02 sep-02 ago-02 jul-02 jun-02 may-02 abr-02 mar-02 feb-02 ene-02 dic-01 nov POTENTIAL DONORS FAMILY REFUSALS REAL DONORS PANORAMA EFFECT IN THE REGION OF PIEMONTE, ITALY

21 , ORGAN DONORS IN SPAIN SINCE THE START OF O.N.T. 17,8 687 N absoluto 22,6 21,7 20, TASA pmp 27 26, ,6 33,9 33,7 33,9 34,6 35,1 33, ,2 34,4 32,5 31, ,3 34,8 35,

22 30 donors pmp 20 donors pmp 15 donors pmp 10 donors pmp <10 donors pmp 25,8 35,3 19,5 10,7 26,0 THERE IS GREAT DIFFERENCE BETWEEN THE SPANISH ORGAN DONATION RATES AND THOSE OF MOST DEVELOPED COUNTRIES (DONORS PMP 2013) 10,0 16,8 21,0 18,7 21,7 15,7

23 REAL DONORS ATTITUDES OF THE SPANISH POPULATION TOWARDS ORGAN DONATION 100% 90% 80% 70% 17,6 15,4 14,7 60% 50% 40% 58, ,3 30% 20% 10% 0% 8,2 7,9 6, DONOR CARD I WOULD DONATE I WOULD NOT DONATE DON'T KNOW NATIONAL POLL ONT-AUTONOMOUS UNIVERSITY OF MADRID

24 THE SPANISH MODEL: A MANAGEMENT SYSTEM BRAIN DEATH AUDIT INSIDE THE HOSPITALS SPECIAL PROFILE HOSPITAL REIMBURSEMENT TRAINING OF PROFESSIONALS COORDINATION NETWORK ATENTION TO THE MEDIA THE ORGAN SPANISH DONATION MODEL & TRANSPLANTATION

25 ACTIVE COOPERATION WITH THE MASS MEDIA R. MATESANZ

26 UNDER THE TERM OF TRANSPLANTS ARE INCLUDED SO MANY DIFFERENT TOPICS... SURGERY ETHICS TRANSPLANT DONATION TISSUES LEGISLATION DRUGS BRAIN DEATH ORGAN TRAFFICKING ADMINISTRATIVE ASPECTS

27 THAT IT IS VIRTUALLY IMPOSSIBLE FOR A SINGLE DOCTOR TO GAVE THE ADEQUATE ANSWERS TO SO MANY DIFFERENT QUESTIONS......AND THE SAME CAN BE SAID FOR A NON ESPECIALIZED JOURNALIST

28 24 HOUR TRANSPLANTATION HOT LINE NURSE DOCTOR...SAME TELEPHON OF THE SPANISH O.N.T. DIRECTOR

29 THIS TELEPHON WAS PUBLICIZED THROUGH DIRECT AND INDIRECT CAMPAIGNS, AND ADDRESSED TO...: HEALTH PROFESSIONALS JOURNALISTS HEALTH ADMINISTRATIONS SECURITY SERVICES... GENERAL POPULATION

30 PERIODICAL MEETINGS SHARED BY JOURNALISTS ONT & COORDINATORS

31 LA IMPORTANCIA DE LOS MEDIOS DE COMUNICACIÓN EN LA DONACIÓN Y EL TRASPLANTE TRASPLANTES Y COMUNICACIÓN TRAINING COURSES IN COMUNICATION FOR TRANSPLANT COORDINATORS IN MOST OF THE REGIONS RAFAEL MATESANZ DIRECTOR DE LA ORGANIZACIÓN NACIONAL DE TRASPLANTES REUNIÓN TRASPLANTES Y COMUNICACIÓN

32 COMUNICATION (WITH THE FAMILIES, OR THROUGH THE MEDIA) CAN ALWAYS BE LEARNED...

33 WHY SOME DOCTORS ARE AFRAID OF JOURNALISTS?

34 IS IT REAL THE ORGAN TRAFFICKING? HOW CAN AND SHOULD BE EXPLAINED?

35 HOW TO APPROACH CONFLICTIVE TOPICS BRAIN DEATH ORGAN TRAFFICKING

36 HOW REAL IS THE STOLEN KIDNEY MYTH?

37 SUCH A KIND OF THINGS REALLY HAPPEN?

38 ARE THESE MESSAGES REALLY WORTHWHILE?

39 HOW TO MANAGE ADVERSE PUBLICITY ORGAN DONORS DECREASE

40 HOW TO COMMUNICATE: WHAT TO DO, WHAT NOT TO DO + + SHORT MESSAGES

41 MESSAGES ALWAYS POSITIVE SUCCESS IS WHAT HELPS MORE TO WIN

42 CONCLUSIONS: COMUNICATION IS A COMPLEX AND DEMANDING TASK IT REQUIRES SPECIAL DEDICATION AND PROFESSIONAL SUPPORT RELATIONS WITH THE MEDIA IS A FUNDAMENTAL REQUIREMENT FOR THOSE PROFESSIONALS OF TRANSPLANT COMUNITY WITH HIGH VISIBILITY AND WHO ACT AS SPOKESPERSONS

43 CONCLUSIONS: A GENERAL CONSENSUS OF ALL THOSE INVOLVED IN THE PROCESS OF ORGAN DONATION AND TRANSPLANTATION IS MANDATORY THIS INVOLVES PROVISION OF A DETAILED ACTION PLAN TAILORED TO LOCAL CONDITIONS WITH A CLEAR DEFINITION OF ITS OBJECTIVES FINAL GOAL: TO PROMOTE A POSITIVE ATTITUDE TOWARDS ORGAN DONATION ON AN INTERNATIONAL LEVEL

44 ORGANS DONATION TRANSPLANTATION PUBLIC INTEGRATED SYSTEM ALTRUISTIC UNIVERSAL

45 + FIRST 3 MONTHS 2013 MEDIATIC IMPACT OF ONT (EDITORIAL COVERAGE): ADVERTISING VALUE EQUIVALENCE 927 IMPACTS TV: 170 (343 min.) RADIO: 216 PAPERS: 527 (INTERNET NOT INCLUDED ADVERTISING VALUE EQUIVALENCE: / 3 MONTHS (JUST FOR SPAIN) INTERNATIONAL MEDIA: BBC radio & TV, AUSTRALIAN ABC WALL STREET JOURNAL, LE MONDE & media from Germany, France, Russia LATINAMERICA and other countries We can and will succed in creating a unified, prosperous and democratic Europe

46 Thank you Dank U wel Vielen Dank Merci Beaucoup Paracalo Grazie Mille Muchas Gracias Domo Arrigato Köszönöm Szépen Najlep a Hvala Teşekkürler