Workplace Partnership for Life Hospital Campaign Thursday, December 15 2:00 3:00 p.m. ET Call in: Passcode: WORKPLACE

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2 Workplace Partnership for Life Hospital Campaign Thursday, December 15 2:00 3:00 p.m. ET Call in: Passcode: WORKPLACE WPFL Learning Series Opportunity December 15, 2011

3 Our Agenda Welcome and Introductions National Partner Action Plans OPO Tracking Tactics Open Discussion: Enrollment, Getting Started and Campaign Mechanics Group Polling Questions Final Remarks

4 National Partners American Hospital Association American Society of Transplantation American Society of Transplant Surgeons Association for Multicultural Affairs in Transplantation Association of Organ Procurement Organizations Donate Life America Donation and Transplantation Community of Practice Organ Donation and Transplantation Alliance

5 Supporting the National Hospital Campaign November Learning Series Call

6 About Us Mission Statement: The Association for Multicultural Affairs in Transplantation (AMAT) supports our partners in the transplant field as they save and heal lives in our diverse communities. Serving the Multicultural Perspective

7 The Other 60%!"#"$%!&'()#*+"#%(#%,-&%./%!"#$%&"'"() *"&)&+),")!"#$%&"'"() 2010 Donate Life America Annual Report

8 Reaching our multicultural communities US Census Projection Whites 79.5% 74.0% Hispanics 16% 30.2% African Americans 12.9% 13.0% Asian Americans 4.6% 7.8%

9 Multicultural Perspective Multicultural Workgroups Responding to the needs of our members and national partners Proactively developing tools for our members and national partners Webinars (Knowledge = Advocacy) Member communications ( , Newsletter, Website, etc..) 20 th Annual Conference September 19-21, 2012, New Orleans, LA

10 Supporting the National Hospital Campaign Article in each issue of AMAT Connections Communications : Learning Series Calls, Campaign Information, Updates Co-hosted Webinar Building Multicultural Support in our Hospitals AMAT Website Presentation at 20 th Annual Conference

11 Sandy Shih Andrada President Bobby Howard President-Elect

12 Donation and Transplantation Community of Practice Action as a National WPFL Partner Teresa M. Beigay, DrPH Director, Special Donation Initiatives Health Resources and Services Administration Healthcare Systems Bureau Division of Transplantation

13 An Empowering Structure Donation and Transplantation Community of Practice (DTCP): Organizations and individuals who have an impact on the donation and transplantation process

14 DTCP Activities Transplant Center Task Force Meetings: DSA/Regional Quality Improvement Task Force Donor Management Task Force Pediatrics Donor Management Performance Improvement Leadership (CEO) National Learning Congress

15 Partners in Action People and organizations working together from registration through transplantation and beyond Setting goals and planning strategies together

16 Partners in Action Organ Donation and Transplantation Alliance New strategic partnership via cooperative agreement award

17 Different Groups in DTCP Activities Organ Donation and Transplantation Alliance Community hospitals, OPOs, transplant centers, DMVs, MEs/coroners, tissue and eye banks, etc. Government HHS, HRSA, CMS Contractors UNOS (OPTN), MMRF (SRTR), logistics Co-sponsoring and partner organizations NATCO, Donate Life America, AOPO, AMAT, etc.

18 Results of Your Good Work Transitive Property: If A=B and B=C, then A=C A Honoring 1 st Person Authorization B Advance directive C Hospital obligation Hospital Algebra lesson: Logic of Honoring First Person Authorization If Honoring 1 st Person Authorization = Advance directive and Advance directive = Hospital obligation then Honoring 1st Person Authorization = Hospital obligation

19 Key Avenues of Action for WPFL: Variety of interconnections among stakeholders in community Integration into general activities Connection with OPO WPFL representatives by DSA Action Teams Leadership development Chain reaction!

20 Leadership is ultimately about creating a way for people to contribute to making something extraordinary happen. Alan Keith (Genentech)

21 Contact Information Teresa Beigay, DrPH Director, Special Donation Initiatives

22 Alliance Update Helen W. Bottenfield Executive Director WPFL Learning Series Thursday, December 15, 2011

23 Member Organizations American College of Healthcare Executives American Hospital Association American Society of Transplantation American Society of Transplant Surgeon Association of Organ Procurement Organizations Society of Critical Care Medicine The Joint Commission United Network for Organ Sharing

24 Strong Partnership Creating Opportunities for Improvement Moving Into National Learning Congress QI Task Force & PI Summit Donor Management Task Force Transplant Center Task Force DSA & Regional Action Teams Multicultural Issues In Large DSAs

25 How does the Alliance plan to support this initiative? Continued coordination and encouragement of all our member organizations to participate in every opportunity to increase donor registrations Programmatic content specific to increasing donor registrations in all DTCP planned events Special Donor Designation Track at the 2012 National Learning Congress

26 What does the Alliance need from the Healthcare Community Your leadership Your involvement and participation Your insight and vision for the future Your support for all partners in the Donation & Transplantation Community of Practice 300,000 new registrants is a town on the way to 125 Million new registrants in the U.S. WE CAN ACHIEVE THIS TOGETHER!

27 OPO Tracking Tactics Jennifer Gelman Director, Professional Education The Living Legacy Foundation of Maryland

28 Measurements of Success As an OPO community, measurement has become an intrinsic part of clinical departments o Timely referral rates o Conversion and authoriza>on rates o OTPD o Donor management goals through process

29 Measurements of Success Measuring public rela>ons efforts has been a challenge. o Donor designa>on has always been the gold standard in measuring the success of an outreach campaign BUT o Many states have a lengthy driver s license renewal cycle ( 4 years, 5 years, in some cases 8 10 years)

30 Our story Maryland o Popula>on: 5,773,552 o DSA popula>on: 3,780,000 + o 2,239,434 Marylanders are designated, about 47% DDR* and 39% ADD** 98% of designa>on comes through MVA Maryland Donor Registry law enacted in 2008, website went live same year, allowing residents another op>on in designa>ng dona>on decisions Five year driver s license renewal cycle *DDR is the percentage of donor designa>ons resul>ng in driver s license and state iden>fica>on transac>ons ** ADD is the percentage of donor designa>on by popula>on

31 Successes and Challenges 47% donor designa>on rate WAHOO!! But what now? Iden>fied zip code with low designa>on rates o In the seven most populated zip codes in Bal>more City, only 17% were designated Developed and implemented mul> >ered outreach campaign to increase designa>on rates. Campaign included: o Faith community engagement o Increased presence in MVA branch in Bal>more City o Barbershop campaign o Partnering with hospital PR/Marke>ng departments Was our tradi>onal measurement of donor designa>on capturing all the work we were doing to raise awareness and educate about dona>on?

32 Defining ROI and Impact/Value ROI (Return on Investment) is a form of value/ impact, however not all value take form of ROI o ROI is tradi>onally a financial metric, is something worth the >me and money Value is created when people become aware of the brand, engage with our content or brand ambassadors, are influenced by the engagement and take some sort of ac>on. o Value crea>on occurs over >me, not at a point in >me Information taken from Public Relations Measurement 2010: Five things to Forget & Five Things to Learn

33 Defining a new model to measure Exposure Engagement Influence Ac>on Increased ability to measure our success Information taken from Public Relations Measurement 2010: Five things to Forget & Five Things to Learn

34 Defining a new model to measure Exposure Engagement Influence Ac>on To what degree have we created exposure to content and messaging Who, how and where are people interac:ng with our message? The degree to which exposure and engagement have influenced percep:on and a<tudes As a result of the outreach efforts, what ac:ons were taken? Message inclusion in hospital employee/ community newslegers DL message on electronic monitors in lobby Donor designa>on drives News stories Social media # of people who saw newslegers, news story, interacted on social media site # of people who stopped by info table How many people considered being a donor? Did people ask ques>on about becoming a donor? Did brand champions tell a friend? How many people iden>fied with the brand and DL message? How many people agended the event? How many people became designated donors?

35 Tools to Track Success Event tracking form and spreadsheet o Amount/type of marke>ng materials distributed o Interac>ons # of people who stopped by informa>on table # of people who saw flier, ad, etc # of people who engaged in a meaningful conversa>on o Sign ups to donor registry

36 Benefits of Focusing on Measurability Helps department analyze our outreach & iden>fy opportuni>es for improvement Provides data to set more accurate goals Allows for success to be accurately tracked.

37 Ques>ons/Comments

38 Open Discussion Press *1 to cue a question or comment What specific actions are you using to reach out to hospital partners and state hospital associations? What ideas do you have for organizations just getting started in the hospital campaign? How is your organization using social media? What specific actions or resources are you using to leverage the support of National Partners in the Hospital Campaign? What other tools, metrics, or tracking mechanisms will you put in place to monitor steps toward campaign goals?

39 20 Million in 2012 Tenaya Wallace Donate Life America

40 20 Million in 2012: A needed surge Celebrating 100 million registered donors! New goal: 20 million by end of 2012 Current donor designation rates not enough to get us there Need a national campaign!

41 20 Million in 2012: Campaign Design Five local-to-national events Social and earned media opportunities Paid web-based advertising Call to action: Register Now! Drive people to DonateLifeAmerica.org Target audiences 18 yr olds who didn t register as first time drivers Over 55 who have ruled themselves out People who are worried about the donor indicator on their license Set the stage for corporate partnerships

42 Campaign Committees Donate Life Flash Mob Saturday, March 24th Donate Life Flaunt Your Colors Friday, April 20th Virtual Flash Mob Donate Life Linking Hands for Life Anytime! Donate Life Champions & Donate Life Fan for Life Fall 2012 Donate Life I am hope Each state team gets a week

43 Next steps For more information and to join a committee! twallace@onelegacy.org

44 Group Polling Questions Press *1 = Yes or *2 = No I plan to implement a strategy or action that I heard on the call today. My organization has launched or plans to initiate a local Hospital Campaign. I would like to present about a successful hospital campaign on a future Learning Series call.

45 For More Information Mary Ganikos: Joy Demas: Ann Pfeifer:

46 Final Remarks Join us and enroll in the WPFL Hospital Campaign! Thanks to our OPO/DLA Partner presenters, National Partners, Leadership Team members, and all of you for participating today.