Effective PLAP Donor Base Growth, Management and Product Acquisition

Presented By: Dustin MorrissDirector of Contact Center and Programmatic Recruitment

Who Are Our Donors• The “Fanatic!”

– Donor shows up even before being called– Donor always Maxes out on number of

donations allowed– Donor will donate with a competitor if

temporarily deferred with us– Generally is very high maintenance (has

your personal phone number and knows all the staff by name, etc…)

Great donors, however, relying on them too much is dangerous. If they are permanently deferred or can not donate any longer for some reason it can have a major impact on your annual draw.

Who Are Our Donors• The “Steady Eddie”

– Donor will schedule like clockwork when asked

– Donor generally doesn’t call in to schedule but will schedule when called

– Very low maintenance donorMust have an effective contact strategy to

manage these donors. Trying to keep them to around 20 donations per year. Must control over zealous PLAP recruiters who will book them just to keep their numbers up but forces the donor into a deferred status for plasma loss or exceeding maximum allowable donations.

Who Are Our Donors

• The “Pinch Hitter”– Donor is amiable to coming in when

needed but annoyed if over utilized – Generally will only donate

approximately 6-10 times per yearGreat utility donor that you can keep in

your back pocket for those times when you are coming up a little short. Must have an effective communication strategy implemented to retain these donors in a healthy donor pool. Again, managing the recruiters ambitions is vital.

Who Are Our Donors• The “Loyal Scout”

– Donor will only come in once or twice per year to “do their duty”

– Donor is generally more incentive driven (t-shirt donor) looking for that new “merit badge”

Great donors to have as long as you have a lot of them. These are great donors to use around holidays or during special promotions.

Who Are Our Donors• The Elusive “New Donor”

– These donors are the unknowns… They will fit into one of the previous categories but we have to get them in the door before we can categorize them. It takes all of these categories to meet the needs of our hospitals and patients and management of all types is key.

PLAP Donor Pool Growth• How Do I Find New PLAP Donors?

– Purple Top!!- Test for high PLAP count donors who can produce maximum yield.• Cost

– Testing and materials are relatively cheap as compared to the return• Exclude O type donors from HPC testing• Get DS buy in

– Untapped Donor Pools (thinking outside the box)• Minority Groups

– While Cicle Cell Positive donors can not donate red cells they can donate aphaeresis and are among the most loyal donors

– Reestablishes their sense of worth and contribution• Retna Transplant deferred

– Another group that can donate aphaeresis and not red cell– Translating your strategies to Contact Center Recruitment

• Effective List Generation• Elimination of incentized Contact Center staff, offer more of a base rate and find a rep with a

higher skill set for conversion• Hiring and training an effective donor conversion specialist

– Lack of training is the result of poor management– Find baseline performance metric and hold accountable.

Strategies Implemented• HPC Tubes (Growth)

– We have required that all fixed site red cell donors (excluding O types) have a purple top tube pulled for testing.

– We also require that all mobile red cell donors (excluding O types) that donate at a drive within a specified radius of a fixed site location have a purple top tube pulled for testing.

– Test results are compiled once per month and a list is generated for the CC Conversion specialist to work from.

– A form letter is sent from our CEO explaining the importance of PLAP donations and why they are needed.

• Millionaire PLAP program (Growth)– Getting DS “buy in” by incentizing the phlebotomy staff for PLAP conversions by actual shows.

• When a donor comes in for a red cell and they are an A or AB type the DS member will discuss PLAP donation with them while they are on the donor bed and once the donor shown interest the lead is forwarded to the Contact Center Conversion Specialist for scheduling.

• The DS staff member receives some sort of incentive for every donor that shows and a testable product is drawn off of the scheduling.

• 1 for 1 (Maintenance) – The 1 for 1 strategy uses our CC Conversions specialist to work on converting 1 O- PLAP donor to red

cell donation and an A or AB donor to PLAP.• This allows us to maintain a steady donor base level while maximizing the products by blood type.

HPC Letter to Potential PLAP Donor

Results of Donor Base Growth Strategies

New Testable PLAP Donor Growth

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PLAP Donor Base Retention• How do I manage my existing Donor Base without exceeding

established FDA parameters?– Rotate donation types

• Have donors do a WB or 2RBC once or twice per year• Slow down the “steady Eddy’s”

– We all have those donors who come to the donor center every other week like clock work as it is more of a social event for them

» Explain the FDA criteria and enlist their help to manage their donation schedule (Get them to help in the issue solution possibly by using the on line scheduler where applicable)

» Retain them through volunteer dept when possible – Add additional 7 day list exclusion post eligibility date

• In most cases this can be managed within the existing list generation criteria

• WARNING!!! When possible DO NOT create additional SOP’s to accomplish this as you will not be able to tap this eligible but excluded donor pool when you are in a bind

Donor Group Management• Communication strategies!

– Key to managing all donor groups is an effective recruitment platform that allows for effective disposition and account notes.

– Asserting donors to a specific recruitment group is also another strategy that is helpful. Having “hot lists”, “standard run lists”, etc…

– Coaching and controlling your recruitment team to help manage the dispositions, setting “next call” dates and effective call notes are of the utmost importance.

• To aid in this, we have eliminated the previous bonus structure and implemented a higher base rate to attract employees with a higher skill set and are more administratively minded. Using this model it is imperative that standards are communicated and held accountable.

Scheduling and Maintaining a Healthy and Consistent Draw

• Stand By Donor Program– This was a pilot program for OBI that produced spectacular results.– Purpose: To increase PLAP production on weekends to effectively fill the needs of the export market.– Pilot:– A pilot for this program was implemented on the Friday and Saturday following both the X-mas and

New Years holidays at two different fixed site locations on two separate weekends. During the course of this pilot we saw the following results.

Donors Scheduled Donors Showed Donated No Donation25 19 7 12

– For this pilot we used $20.00 gift cards as an incentive for the stand by donors if we did not draw them. The incentive for non stand by donors was 1000 MFL points. Using a rough base line projection of $450.00 per product this generated roughly $3150.00 in revenue that would have not been realized without the stand by program in place. The total cost of the stand by incentive was $240.00. The cost of the MFL points with 100% utilization (which is unlikely and more like 60%) included came to approximately $140.00. Total approximate cost of the program pilot was around $380.00 with an approximate $3150.00 of revenue generated gives a rough ROI of $2770.00 during a holiday that we would regularly be challenging but instead we were in surplus.

– Determination:– As this was deemed to be a successful pilot the determination is to roll this program out further and implement system

wide. The goal is to guarantee steady, reliable production. We will begin by putting in place a stand by schedule for each Saturday for every location that mirrors the existing PLAP schedule. There will be a limit of 25 slots available for stand-by donors system wide with the expectation of 19-20 to actually show.

In the Works!• PLAP Stand by Program (Previous

Slide)• Aphaeresis Kiosk and Hot Line

– We will be piloting a reschedule kiosk in the fixed site in the very near future which will do two things for us.

• First, there will be a computer with direct access to the OBI web site for scheduling. We will train the fixed site staff to educate the donors on how to use the schedule correctly and familiarize them with technology they may not be accustom to it.

• Second, allow us to have a direct hot line (or “Bat Phone”) that has a direct connection to the Aphaeresis queue at the contact center. This will accommodate those who are less technically inclined and encourage rescheduling.

Round Table

• Questions, Comments, Discussion

Tanks A lot!