Building Lasting Donor Relationships Through Automation Donor Conversion Building Lasting Donor Relationships Through Automation Donor Conversion Slide Presentation Slide 1: Update to include Blood Center Name Slide 2 Slide 3: Role Play is a mandatory requirement for donor conversion training programs – requires 30-45 minutes Slide 4: Know your audience – see notes on slide Slide 5: customize if possible Slide 6: Know your audience – applies to slide 4 as well Slide 7: Automated Collections, A Standard Practice Slide 8: May add comments on glut of blood issues and impact of weather systems Slide 9 – 11: Donors love information on their ABO types - help staff understand how to convey this uniqueness to donors when they present to donate blood Slide 12: Customize for customer market. Go online and find the population for a community or service area. Slide 13 – 15: Know your benefits – required for staff to make the “ASK” Slide 16: All audiences Slide 17 – 19 Use only if the collection plan is known to you. This includes guidance on how inventory needs on a daily basis are managed, RTM targeted triage processes and device deployment rules. Slide 20 - triage comments for red cell plasma protocol Slide 21 – 23: Always use these slides Slide 23: Customize to customer’s market. See slide 13 comments above Slide 24 – 28: Always use. Give real world examples – demonstrate how it should be done where appropriate. Slide 29 – 30: Give examples – make it personal Slide 31: Make this relevant to current day. Slide 32 – 44: Tell the story of John – paint a picture of this donor. These slides are all about putting yourself in the donor’s shoes. Slide 45 – 47: Customize to the blood center. If there is no process in place for rescheduling of automated donors then speak to how asking the donor to reschedule online or to come and donate this way the next time is appropriate. Slide 48: Help staff see how they can mentor and encourage their drive coordinators to support the automated program. Drive coordinators want to help – educate them. Slide 49: Optional for collection and recruitment staff Slide 50: It is all about you! Speak to the importance of believing in what you do when you educate donors on automated collections. Slide 51: 45 minutes needs to be allowed for this portion. Use the support tools on role playing scenario’s to assist you. Solicit support from the blood center management staff if conducting large group trainings. Break into teams and role play numerous objections and approaches. Slide 52: Close out. This training material is a template which Blood centers can use to help draft their training material. COL-COPY-000886(AA)

Here are a few reasons for Donor Conversion COL-COPY-000286(AA)

Today’s Topics Trends in blood banking Benefits of automation Roles and Responsibilities in automation Three Steps to Donor Conversion A donor’s experience Role Play Questions? Slide 3: Added role play to agenda. Note: Role Play is a mandatory requirement for donor conversion training programs

Getting It Out On The Table Express Yourself! Hat Recruitment is not a function of collections. I can’t sell! I won’t be good at this, why should I even try? Donors won’t want to do this. I don’t have time to do this! Slide 4: Know your audience. Collection staff do like to be considered recruiters. Though all staff are responsible for recruitment, the conflict between recruitment and collection roles gets in the way. For collection staff programs – I focus on “How they feel about Donor Conversion”. Some staff think of conversion as “selling” something to a donor – not education of the donor. What Are Your Concerns?

The Importance of Donor Conversion to a blood recipient Jennifer was only 9 years-old when she was diagnosed with leukemia. Doctors said she would need a bone marrow transplant to ultimately cure her disease; however she relied on blood transfusions to keep her healthy while waiting for a matching donor. Jennifer is doing well today after receiving her transplant, but she will never forget the generosity of the many blood donors who made it possible for her to pursue her dreams Slide 5: customize if possible – use personal stories if you have them

Getting It Out On The Table Your View Of Donor Recruitment What is your biggest strength in recruitment? What is your biggest weakness in recruitment? Do you have defined goals & objectives for your recruitment & conversion program? Capture strengths and weaknesses on flip chart Know your audience – primary audience is recruitment personnel. If using this slide for collection staff – substitute the term “donor conversion” for recruitment.

Trends in Blood Banking – The Reality Inventory Management Increased need for components, especially type O RBC People live longer Undergo more surgeries Seasonal shortages Shrinking donor base Fast paced society Trend to triage donors based on ABO type to specific collection opportunity Blood safety - Need for high-quality transfusable products Rising costs - containment increasingly important Tougher regulatory controls – for maximum safety Slide 8: May add comments on glut of blood issues and impact of weather systems. The objective here is to make it relevant to their market drivers at the current time.

What is Blood? Red Cells Carries Oxygen Platelets Stop Bleeding Plasma Fluid Portion of Blood Contain Platelet Activators White Cells Fight Infection Slide 9 – 11: Many blood centers provide little education on blood components. This information helps them understand why we need certain products from certain donors.

What Do Patients Need? A large amount of Transfusions in the Hospital are Red Cells Red Cells Trauma and Surgery Plasma Surgery / Burn Victims Platelets Surgery and Cancer Patients Slide 9 – 11: Provided to illustrate that we do not need to collect products that patients do not need. The most commonly transfused blood product in a red cell.

Blood Type Compatibility Your Blood Type You Can Give To % Able to Receive. O+ O+, A+, B+ & AB+ 84% O- All Types 100% B+ B+ and AB+ 12% B- B+, B-, AB+ & AB- 15% A+ A+ & AB+ 37% A- A-, A+, AB- & AB+ 44% AB+ 3% AB- AB- & AB+ 4% Slide 9 – 11: Donors love information on their ABO types - help staff understand how to convey this uniqueness to donors when they present to donate blood. Tie this information on ABO types and compatibility to the ABO types the blood center targets for their automated collection program. COL-COPY-000286(AA)

We need to make the most of each donor visit! Blood Donor Math Canton has a population of about 70,000 5% of the population will donate blood Resulting in 3500 Donors Of the 3500 donors 7% are Blood Type O- Therefore 245 donors are meeting the emergency universal- type transfusion needs of 3,500 people We need to make the most of each donor visit! Slide 12: Customize for customer market. Go online and find the population for a community or service area. COL-COPY-000286(AA)

Automated Collections Patient & Hospital Benefits Reduced donor exposure to patients Consistent, high-quality dose* Reduced citrate** Fewer products for the hospital to track & test Slide 13 – 15: Know your benefits – required for staff to make the “ASK” *Sweeney. Transfusion & Apheresis Science 34 (2006) 213-218 **Smith, Gilcher. Transfusion & Apheresis Science 34 (2006) 219-226

Automated Collections Blood Donor Benefits Life saving impact with their donation Smaller Needle Convenience Slide 13 – 15: Know your benefits – required for staff to make the “ASK”

Automated Collections YOUR Benefits Reduces Shortages Helps Inventory Management Produces High Quality Components Reduces testing costs Enhances Donor Management 100% Automated Collection & Processing Fewer processing steps & related procedures, validation, training & QA Slide 13 – 15: Know your benefits – required for staff to make the “ASK” COL-COPY-000286(AA)

General Roles and Responsibilities in Automation Programs Organizational Team Roles / Responsibilities Management Team Develop patient demand driven goals. Provide staff and equipment required to achieve goals. Develop a ‘Collection Plan’ based on blood inventory levels. Recruitment Team Remove all barriers to Donor Conversion at time of donation. Inform and empower Blood Drive Coordinators. Unlock sites to automation. Collections Team Primary ownership of Donor Conversion. Value the uniqueness of every blood donor and their blood donation. Slide 16: All audiences. Basic roles and responsibilities to achieve a successful and healthy automated collection program. COL-COPY-000286(AA) 15

The Collection Plan Slide 17 – 19 Use only if the collection plan is known to you. This includes guidance on how inventory needs on a daily basis are managed, RTM targeted triage processes and device deployment rules.

The Collection Plan - Overview Purpose: To hardwire a clear collection strategy by blood type for all blood center staff based upon available inventory. Objective: To align all donation procedures and products collected with current patient needs. Enabling our blood donors to touch the most lives possible. Benefits: Every blood center staff member using the same playbook. Eliminates “Conversion Confusion“ within collection teams. Single unchanging message becomes “follow the Collection Plan“. Can be used as a Donor Conversion tool in conversations with blood donors. Slide 17 – 19 Use only if the collection plan is known to you. This includes guidance on how inventory needs on a daily basis are managed, RTM targeted triage processes and device deployment rules. 17

The Collection Plan - Example Slide 17 – 19 Use only if the collection plan is known to you. This includes guidance on how inventory needs on a daily basis are managed, RTM targeted triage processes and device deployment rules. Add triage comments for red cell plasma protocol if used by the blood center Elements: Published regularly (Daily/Weekly) Pre-defined rules that drive Donor Conversion directives based upon inventory levels # of day’s supply available by Blood Type Prioritized donation procedure directive by Blood Type. COL-COPY-000286(AA) 18

Connecting with a Donor Conversion in Three Simple Steps Audience: Management, Recruitment, Collections Conversion in Three Simple Steps COL-COPY-000286(AA)

Three steps to Conversion Educate and Motivate Choose benefits to discuss with donor Ask! Slide 21 – 23: Always use these slides

Step One: Educate & Motivate Your Donors Make the donor feel welcome and special Be sure to use eye contact Try to refer to them by their name A smile is worth a thousand words! Be enthusiastic about your role It’s contagious! Educate the donor on their blood type Their blood type makes them special Be specific and link their donation type to the patient’s need! Slide 21 – 23: Always use these slides

Educate your Donors on Their Special Blood Types In an average community of 100,000 people… 38% are O+ = 38,000 people who have O+ blood 3% of these people actually give blood = 1,140 O+ donors 7% are O- = 7,000 people who have O- blood 3% of these people actually give blood = 210 O- donors 2% are B- = 2,000 people who have B- blood 3% of these people actually give blood = 60 B- donors 6% are A- = 6,000 people who have A- blood 3% of these people actually give blood = 180 A- donors Slide 21 – 23: Always use these slides Slide 23: Customize to customer’s market. See slide 13 comments above

Step Two: Pick Your Benefits for Automated Red Cell Donations Donate 2 Transfusable Red Cell Products Make the most impact for your blood type Smaller Needle Convenience Fewer trips to the blood center Fewer telemarketing calls Less paperwork Saves you time in the long run Fluid Replacement Slide 24 – 28: Always use. Give real world examples – demonstrate how it should be done where appropriate.

Step Two: Pick Your Benefits for Automated Platelet Donations Fluid Replacement Convenience Give in 1 donation the same amount as 6 to 10 whole blood donations Slide 24 – 28: Always use. Give real world examples – demonstrate talking points to donors to indicate how the conversation would develop.

Step Two: Pick Your Benefits and Respond Appropriately Pin-point any key issues the donor may have Watch for body language Listen to your donor Respond to any issues raised by the donor Talk about a benefit for the issue Stay optimistic and friendly Don’t oversell Deal with only three objections Watch for positive body language signs Slide 24 – 28: Always use. Give real world examples – demonstrate how it should be done where appropriate.

Step Three: Ask! You Are The Key To Donor Acceptance The ‘Ask’ is the moment where the donor can feel the greatest value of the entire donation experience. This conversation should take less than one minute. Tie the education and benefits together to communicate exactly the needs of the patients. Will everyone say yes? Will someone say no and then change their mind? Slide 24 – 28: Always use. Give real world examples – demonstrate how it should be done where appropriate.

Donor Acceptance Connecting every donor to the greatest need! According to a recent study, participants indicated that “being asked” was a major motivator for selecting automation. Two thirds of the respondents who had been asked to donate on an automated system had done so. Over 90 percent of donors who donated via automation, and completed the survey, expected to donate via automation again next time!* Slide 24 – 28: Always use. Give real world examples – demonstrate how it should be done where appropriate. *America’s Blood Centers survey, April 2006

The Don’ts of Donor Conversion Some things to avoid during your conversations… Don’t respond to concerns with a negative phrase Don’t oversell Don’t begin with the procedural explanation Don’t mention the word machine Don’t bring up issues not raised by the donor Slide 29 – 30: Give examples – make it personal – talk about funny things you have heard or seen.

Suggested Words NOT to Say Stay away from statements that may be impersonal, clinical or provoke a hesitancy in the new automated blood donor: Apheresis Procedure Machine “Double Donation” “the Haemonetics” The 8150 The MCS+ Slide 29 – 30: Give examples – make it personal

High School Mobile Drives: 2RBC or Not 2RBC? 52,000 RBC’s collected…46% by automation* Administered survey to 800+ donors* 72% first-time donors 94% rated experience as good or excellent 99% stated they would donate again via automation Slide 31: Make this relevant to current day. (*AABB, 2006…Fry, et al – UBS)