Workplace Partnership for Life Hospital Campaign Group Coaching Call

Thursday, March 12, 20152:00 – 3:00 p.m. ET

Hospital Campaign Support Team

Akoya

Genna Cavanaugh

Shelly Morningstar

Bette Hughes

Reese McArdle

Hospital Campaign Support Team

• 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• WPFL Campaigns

– Give 5 – Save Lives– Campus Challenge– Hospital Campaign

Jenny Miller Jones• Director of Education

Kentucky Organ Donor Affiliates (KODA)– With KODA since 1990– Oversees public education, workplace

partnerships, and media outreach

• Serves on Hospital Campaign Leadership Team, the DLKY and DLWV State Teams, and the Kentucky Trust for Life Board of Directors

Hospital Campaign Overview• Donor Registrations – Phases I-III

− 327,815• Goal – Phase IV

− 100,000 additional donor registrations• Participants

− 11 National Partners− 58 of 58 OPOs− 25 of 52 DLAs − 1,222 of 4,471 Hospitals − 157 of 247 Transplant Centers− 26 of 52 State Hospital Associations

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

Hospital Campaign Leadership TeamKen AlexanderVP, Quality & Regulatory ActivitiesLouisiana Hospital Association 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

Becky GertschDirector of Hospital DevelopmentArkansas Regional Organ Recovery Agency

Deborah GibbsPublic Relations ManagerLifeShare of the Carolinas Beth HannanDirector of Hospital Development &

Family ServicesLifeShare of Oklahoma

Kirsten HeintzDirector of CommunicationsLouisiana Organ Procurement Agency Jenny Miller JonesDirector of EducationKentucky Organ Donor Affiliates Patty LadegaardProgram CoordinatorDonate Life California

Yoli MontemayorSenior In-House CoordinatorTexas Organ Sharing Alliance

Josh MullerManager of CommunicationsGift of Hope Katy SmithDirector of Marketing and CommunicationsLifeshare of Oklahoma

Kelly ThompsonExecutive Policy and Privacy OfficerThe PA eHealth Partnership Authority Diana WestbrookEditorUNOS Charlene ZettelPresident/CEODonate Life California

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 • All internal/external communications drive to state donor

registries

Making the Most of the Next Six Weeks• OPO/DLA partners

– OPO Hospital Development and Public Relations staff– DLA Public Education/Community Relations staff – Eye and Tissue Bank team members

• Hospital partners– Donation champions/key hospital leaders– Donation Advisory Council members– PR, education and marketing staff– Human Resources, community health educators

• Hospital Association partners– Quality Improvement staff – Communications/Marketing directors

Campaign Resources• Enrollment form,

guide, scorecard, and toolkit with communications materials

• Toolkit badge • Learning Series

webinars• Coaching

www.organdonor.gov/howhelp/hospitalcampaign.html

Let’s Look at the Scorecard

• Record actions and earn points

• More than 40 suggested donor registration activities to earn points

• Enrolled hospitals can earn recognition for many activities already being conducted

Hospital Use of Social Media• Hospitals are increasingly using

social media • Primary reasons for hospitals

branching into social media:− Connecting with patients and

communities − Building brand awareness,

loyalty, and market share

• By late 2014:− More than 99% of hospitals had a

Facebook account− More than 50% had a Twitter

account

Social Media Messages for 2015 Observances

Messages and graphics for social media posting:• National Eye Donor

Month – March • Celebrate Spring –

March 20• National Donate Life

Month – April

Hashtag: #LetLifeBloom

Tips for Hospital Campaign Social Media Messaging

• Share messaging drafts internally with your OPO/DLA communications/social media staff

• Be sure to use the #LetLifeBloom hashtag so you can track trending

• Hospitals using social media messages earn 30 points per posting on the Hospital Campaign Scorecard

• Messages and graphics can be re-purposed for use in email blasts from hospital leaders and in community newsletters, or for printing on tent cards and posters

Reporting TimelineCampaign timeline: August 2014 through April 30, 2015

• Deadline – end date for all activities: Thursday, April 30, 2015

• Hospitals/partners− Submit scorecards to OPO/DLA with all activities conducted

through April 30 – suggested date: Friday, May 8, 2015

• OPOs/DLAs− Deadline – Gather and forward all scorecards

to wpfl@akoyaonline.com: Friday, May 15, 2015

− Complete and submit Campaign Results Form (reporting total Phase IV donor registrations from all partners) to wpfl@akoyaonline.com: Friday, May 15, 2015

*These are dates/deadlines for all activities; donor registrations resulting from Phase IV activities

may be counted through May 2015

Recognition Timeline• All partners who enroll and submit an activity Scorecard by May 15 will be

formally recognized by HRSA and National Partners• June 2015 – HRSA begins recognition for Campaign achievements• DLAs recognized at DLA annual meeting• OPOs recognized at AOPO annual meeting• News release template provided for

DLAs, OPOs, hospitals, and hospital associations to announce involvement, achievement, and outcomes

• Hospitals reaching bronze, silver, or gold status receive special certificates, provided to their OPO/DLA partners for presentation

• Honorees posted on organdonor.gov

Final Reminders• Resources for the Hospital Campaign at:

– www.organdonor.gov/howhelp/hospitalcampaign.html• Join e-news list – email request to

wpfl@akoyaonline.com and receive:• Monthly News & Updates featuring latest Hospital

Campaign ideas and stories• All webinar and special opportunity invitations and

webinar wrap-up emails• Messages and graphics for social media posting

THANK YOU!Join Us for Our Upcoming

Hospital Campaign Learning Series Webinar

Thursday, March 26, 20152:00 – 3:00 p.m. ET

https://akoyaonline.adobeconnect.com/wpflwebinars/